Start Tech boss urges MSPs to focus on business needs
Start Tech Managing Director Ian Groves spoke at IT Nation Connect Europe in London about the role of artificial intelligence in managed service providers.
Groves was a keynote speaker at the three-day industry gathering, which brought together managed service providers and technology professionals from several countries. He was invited to discuss AI for MSPs, a subject that featured prominently in the programme.
In his remarks, Groves argued that businesses in the IT services sector should not let enthusiasm for AI outpace practical thinking about customer needs. Providers, he said, should focus first on business problems and relationships rather than start with tools and look for uses later.
"There is a lot of hype around AI - everyone thinks they should be doing it, and no one wants to be left behind. All this hype creates the impression that everyone else is already using it, even though we're all still learning. As IT providers, we're expected to have all the answers," he said.
Amid the rush to adopt AI across the industry, Groves stresses the need for a more grounded, relationship-first approach.
"We need to step back from the hype and do better. MSPs need to own the conversation because using AI doesn't necessarily equate to doing business well. We need to focus on our business relationships first, not the tech. That means starting with real conversations with clients to find out what they need, then using the tools to solve those pain points, rather than starting with AI tools and shoehorning them in just because the expectation is that we should all be using them," said Groves.
He also noted that the MSP role has undergone a fundamental shift and continues to transform with every technological leap.
"As MSPs, we are used to pivoting. We pivoted from being an IT desk offering tech support to proactively managing cybersecurity, and now it is about improving the efficiency of our customers' processes using available technology, while still offering tech support and managing secure systems."
He positioned Start Tech less as a traditional support provider and more as a strategic partner embedded in its clients' growth plans.
"Here at Start Tech, what we offer is closer to consultancy than a support function, with quarterly strategic reviews that help our clients hit their business goals. To truly help our clients, we need them to forget that we're IT people and just tell us what their business needs are. Then we can use our technical expertise to read between the lines and find digital solutions that help them meet those needs, whether through AI, infrastructure, or software," said Groves.
"Technology is moving quickly; it's almost impossible for SMEs to keep up with it. So, as IT experts, let's focus on the problems, not the tools that are out there, to improve our clients' processes," he added.
The comments reflect a broader debate in the IT services market over how far managed service providers should position themselves as strategic advisers rather than technology suppliers. Smaller businesses, in particular, often rely on external providers to assess new software, cyber risks, and communications systems as the market changes.
Start Tech is based in Shrewsbury and works with companies on IT infrastructure, connectivity, telephone systems, cloud computing, AI integration, and cybersecurity. It is also the only National Cyber Security Centre-certified Cyber Advisor in Shropshire, a designation linked to Cyber Essentials guidance.
Panel debate
Later in the event, Groves joined a panel on AI and business efficiency, where he challenged the view that the technology would not displace workers. His intervention highlighted uncertainty over the labour market impact of automation and AI tools.
"I think it's naive to say it won't. There is so much we don't know yet about how business will change as a result of AI. Recent figures from the Office for National Statistics showed unemployment in the UK rose to its highest rate in nearly five years at the end of 2025, and unemployment for those aged 16 to 24 rose to 16.1%, its highest in more than 10 years. Many factors will have contributed to that, but I wouldn't be surprised if AI was one of them. There is so much we don't know, but as representatives of the tech industry, we can see that there is a lot of change ahead, and we can't claim to have all the answers already."
His remarks come as technology companies, advisers, and policymakers continue to debate whether AI will mainly support existing workers or reduce demand for some roles. Managed service providers sit close to that discussion because they often introduce automation and software tools into client operations.
Industry role
Groves also holds a role with the Global Technology Industry Association. Earlier this year, he was elected to the organisation's Executive Council for the UK and Ireland for a second term, working with other industry figures from the region and overseas.
That position gives him a voice in conversations about the IT channel, the part of the industry that includes resellers, service providers, and advisers serving business customers. For firms such as Start Tech, the shift towards advisory work and recurring services has reshaped a market once centred more narrowly on support desks and hardware supply.
At the London event, Groves' central message was that providers should not present AI as an answer in itself. "Technology is moving quickly; it's almost impossible for SMEs to keep up with it. So, as IT experts, let's focus on the problems, not the tools that are out there, to improve our clients' processes."