What Gradient MSP does

Gradient MSP Inc. is a Calgary-based SaaS company, founded in 2020 by former MSP operators Colin Knox (CEO) and Ryan Barker (COO), that sells automation software to Managed Service Providers. Its flagship product, Reconcile, performs billing reconciliation by synchronizing vendor usage data with nine Professional Services Automation (PSA) systems to surface missed licenses, quantity mismatches, and unbilled services, with documented outcomes including 75-90% reductions in month-end reconciliation time and thousands of dollars in recovered revenue per MSP per month. The product line has expanded to include MSP Studio+, an AI-powered social media marketing automation tool launched in October 2025; ExpandIQ, a growth analytics module for upsell, cross-sell, and profitability insights; and a Managed Billing Reconciliation (MBR) service for MSPs that prefer outsourced billing operations. The company also operates MSP Studio, a free resource hub powered by $7B+ in anonymized MSP sales data from 1,000+ contributing MSPs, which doubles as a freemium lead funnel.

Underlying the product surface is a deep integration architecture spanning 9 PSAs and 70+ vendor platforms (including Microsoft distribution via Pax8, Ingram Micro, and TD Synnex, plus RMM and security tools from Liongard, Datto, SentinelOne, Sophos, Proofpoint, and others), with API access included in paid subscription tiers. The business model is predominantly tiered subscription SaaS ($199/month for 1-30 accounts, $299/month for 31-150 accounts, custom for 150+, plus $149/month for Alerts Pro and a free Basic tier), supplemented by managed services revenue from MBR and a 10% annual-commitment discount. Go-to-market combines product-led growth through the free MSP Studio hub and Reconcile Basic with sales-assisted motion for mid-market and enterprise MSPs, supported by channel vendor sponsorships and integrations that expose Gradient to thousands of downstream MSP customers. The company reports a customer base of 2,100+ MSPs worldwide and has raised $10.25 million in a November 2021 Series A led by Anthos Capital.

Name

Gradient MSP

Legal name

Gradient MSP Inc.

Website

https://meetgradient.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Gradient MSP provides a SaaS platform that automates billing reconciliation, AI-powered social media marketing, and growth analytics for Managed Service Providers, serving 2,100+ MSPs through integrations with 9 PSAs and 70+ vendors.

Ownership category

akta.pro rank

Product category

MSP Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• MSP billing reconciliation
• Managed service provider software
• PSA integration platform
• MSP marketing automation
• Channel partner management

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Reconcile Billing Pro Subscription: Tiered monthly subscription SaaS model based on the number of MSP customer accounts with active contracts. Plans include Launch (1-30 accounts), Grow (31-150 accounts), with custom pricing for larger MSPs. All plans include vendor integrations, CSV imports, API access, and PSA synchronization.
2. Reconcile Alerts Pro: Premium alerting subscription at $149/month providing unlimited premium alerts and up to 10 standard alert integrations for proactive billing issue notifications.
3. Professional Services: Managed Billing Reconciliation (MBR) onboarding and professional services for MSPs requiring hands-on implementation support, including $500 off MBR onboarding promotions.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Gradient MSP provides a SaaS platform for Managed Service Providers that automates billing reconciliation, generates on-brand social media marketing content, and surfaces revenue growth opportunities. Its Reconcile product synchronizes vendor usage data with 9 PSA systems and 70+ vendor integrations to identify missed licenses, wrong quantities, and unbilled services before invoicing. Complementary modules (MSP Studio+, ExpandIQ, MSP Pricing Benchmark Assessment) add AI-driven marketing automation, upsell analytics, and pricing benchmark insights drawn from $7B+ in aggregated MSP sales data.

Product overview

Gradient MSP offers a unified MSP management platform consisting of three core products: Reconcile (billing reconciliation), MSP Studio+ (AI-powered social media marketing), and ExpandIQ (growth analytics). The platform integrates with 9 PSAs and 70+ vendors for automated billing, marketing, and revenue insights. Free resources include MSP Studio hub with pricing benchmarks from $7B+ in sales data. Additional offerings include Managed Billing Reconciliation services, Microsoft Add-On for licensing sync, and tiered subscriptions from free to pro plans with API access.

Differentiator

Problem solved

Functional benefit

Brands

• Reconcile: Billing reconciliation platform that synchronizes service usage across vendors and PSAs, allowing MSPs to catch missed licenses, fix mismatches, and automate billing.
• MSP Studio+
• Expand IQ
• MSP Studio

Products and services

• Reconcile Billing reconciliation SaaS for Managed Service Providers that synchronizes vendor usage with PSA systems to catch missed licenses, fix quantity mismatches, surface unbilled services, and close the books in hours instead of days.
• MSP Studio+ AI-powered social media marketing platform for MSPs that generates personalized, on-brand content with unique designs, localized posts, vertical-specific messaging, brand-consistent visuals, and optional hands-off scheduling.
• ExpandIQ Growth analytics tool that surfaces upsell and cross-sell insights, profitability analysis by client/service/vendor, and contract performance breakdowns to identify revenue hidden inside existing MSP clients.
• MSP Studio Free resource hub for MSPs that aggregates pricing benchmarks, marketing toolkits, expert videos, educational webinars, and channel vendor special offers, backed by $7B+ in MSP sales data.
• Managed Billing Reconciliation (MBR) Fully managed billing reconciliation service in which Gradient MSP's team performs the reconciliation workflow on behalf of MSPs that prefer outsourced billing management.
• Microsoft Add-On Integration module for Microsoft licensing and products that syncs with Microsoft CSP distribution platforms (Ingram Micro, TD Synnex, Pax8) for accurate Microsoft billing reconciliation.
• Reconcile Alerts Pro Premium alerting subscription for the Reconcile platform that delivers unlimited premium alerts and up to 10 standard alert integrations for proactive billing issue notifications.
• MSP Pricing Benchmark Assessment (PBA) Free pricing benchmark tool that delivers personalized assessments based on $7B of MSP sales data, comparing an MSP's pricing against 1,000+ peers across 300+ products to identify revenue opportunities.

Quantifiable outcome

• Billing day reduced from full week to one hour
• +5 more outcomes

Named customers13 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability5 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• LiongardcoreTechnology or IntegrationLiongard integration enables real-time synchronization of usage counts from Liongard into 9 supported PSAs. The integration provides unified data for billing reconciliation using Liongard's 70+ inspector types across all managed devices.
• AugmenttminorGTM or Marketing PartnerChannel vendor sponsor of MSP Studio free resource hub, providing special deals and discounts for MSPs who use the platform.
• BarracudaminorGTM or Marketing PartnerChannel vendor sponsor of MSP Studio free resource hub, providing special offers for MSPs.
• CyberFoxminorGTM or Marketing PartnerChannel vendor sponsor offering 99% off for first two months for AutoElevate or Password Boss, with ongoing discounts for MSPs.
• HuduminorGTM or Marketing PartnerChannel vendor sponsor of MSP Studio with special offers for MSPs including 10% discount off first year.
• Keeper SecurityminorGTM or Marketing PartnerChannel vendor sponsor of MSP Studio offering password management deals for MSPs.
• EasyDMARCminorGTM or Marketing PartnerChannel vendor sponsor of MSP Studio offering one month free for EasyDMARC subscription to MSPs.
• Enclave NetworksminorStrategic or Co-development PartnerPartner featured in CEO fireside chat discussing entrepreneurship and MSP growth topics. David Notley, CEO of Enclave Networks, joined Colin Knox for collaborative content.
• Pax8coreTechnology or IntegrationDistribution platform integration enabling Microsoft CSP billing through Pax8 marketplace for MSP customers.
• Ingram MicrocoreTechnology or IntegrationAdded as Microsoft integration distribution platform alongside existing TD Synnex and Pax8 integrations.
• TD SynnexcoreTechnology or IntegrationDistribution platform for Microsoft CSP billing integration.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ConnectWise: ConnectWise is a leading PSA and RMM platform for MSPs. While Gradient MSP plugs into ConnectWise's PSA, ConnectWise could natively expand into billing reconciliation and revenue analytics, putting it in direct competitive overlap with Gradient's Reconcile and ExpandIQ products.
• Kaseya: Kaseya is a major MSP platform offering PSA, RMM, and a broad suite of operational tools. Its ecosystem play and integrated billing workflows make it a direct incumbent alternative to Gradient's reconciliation stack for MSPs looking to consolidate vendors.
• NinjaOne: NinjaOne is a leading RMM and endpoint management platform widely adopted by MSPs. Its scale and product breadth make it a credible competitor and potential acquirer of the kind of reconciliation and analytics functionality Gradient provides.

Direct peers

• Pax8: Pax8 is a cloud distribution platform serving MSPs with Microsoft and other vendor products, and is one of Gradient's distribution integration partners. Pax8 surfaces billing data to MSPs and overlaps with parts of Gradient's Microsoft Add-On and reconciliation value proposition.
• Liongard: Liongard provides deep data inspection and configuration management for MSPs and is a core technology integration partner of Gradient. Both companies compete for the MSP 'single source of truth' workflow and could increasingly encroach on each other's reconciliation analytics territory.
• Syncro: Syncro is an all-in-one PSA/RMM platform purpose-built for SMB MSPs — directly overlapping with Gradient's target buyer. Syncro could integrate reconciliation features natively, competing head-on with Reconcile's billing automation value proposition.
• BrightGauge: BrightGauge offers reporting and business intelligence dashboards specifically for MSPs, directly overlapping with Gradient's ExpandIQ analytics and insights offering. Both target the same MSP decision-maker to surface client, service, and vendor profitability.

Emerging players

• IT Glue (by Kaseya): IT Glue is an MSP-focused documentation and IT asset management platform owned by Kaseya. While it doesn't directly compete in billing reconciliation, it sits in the same MSP operational stack and could be extended by Kaseya into adjacent analytics workflows.
• Auvik: Auvik provides network monitoring and management SaaS for MSPs. Its data-rich view of managed environments is conceptually adjacent to Gradient's vendor usage reconciliation, and either company could expand into the other's territory.

Others

• Canva: Canva is a mainstream AI-enabled design and social content platform. While not MSP-specific, it competes with MSP Studio+ in the SMB social media automation category, where generalist tools with massive scale can rapidly undercut niche players on price and ease of use.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/meetgradient
• YouTubeyoutube.com/channel/UCdz3C_WDDFmdMi3shvMl8Tg
• Facebookfacebook.com/meetgradient
• LinkedInlinkedin.com/company/meetgradient
• Instagraminstagram.com/meetgradient

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gradient MSP