MSP
MSP AG is a Hamburg-based IT services and marketing technology firm implementing the censhare platform and proprietary modules — including the heartpiece product data hub — for DACH enterprise marketing departments, manufacturers and retailers, with complementary managed IT services.
- Company typePrivate
- Founded2004
- HeadquartersHamburg, Germany
- Headcount51–100
- GTM typeB2B
- OfferingServices
What MSP does
MSP AG is a Hamburg-based IT services and marketing technology company founded in 2004, operating with 51-100 employees across DACH markets (Germany, Austria, Switzerland). The firm is a certified implementation partner for censhare and builds proprietary extensions on top of the platform, including its heartpiece product data hub (combining PIM, DAM, CMS, CSDDD and DPP), the MSP Mediabox download portal, the Retail Module (Handelsmodul), the Workfront Connector for Adobe Workfront, and the recently launched MSP ai-connector for translation, image cropping and marketing text generation. The core technical architecture is a content and product data hub positioned around EU Digital Product Passport compliance and CIRPASS orientation, integrated into enterprise marketing operations.
The business model blends recurring software revenue — from censhare licensing and heartpiece subscriptions — with professional services for implementation and customization, and ongoing managed IT services including managed firewall, endpoint management via Filewave, Linux administration, Qumulo-scale file storage, and Bareos-based backup. Pricing is quote-based for enterprise software and IT infrastructure, with hourly billing for IT service work and net-7 payment terms; revenue is not publicly disclosed. Distribution is sales-led direct to enterprise accounts, supplemented by the censhare partner ecosystem for marketing software and website inquiries for mid-market prospects.
Primary customer segments are enterprise marketing departments, manufacturers, and retailers requiring integrated marketing and product data workflows with regulatory compliance; secondary segments include organizations outsourcing IT operations. The leadership team consists of CEO Michael Ehlers, board member Max Pusch and supervisory board chair Frank Schumacher; ownership appears founder/management-led with no disclosed external private equity backing.
MSP firmographics
Firmographics- Name
- MSP
- Legal name
- MSP AG
- Website
- https://mspag.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MSP AG is a Hamburg-based IT services and marketing technology firm implementing the censhare platform and proprietary modules — including the heartpiece product data hub — for DACH enterprise marketing departments, manufacturers and retailers, with complementary managed IT services.
- Ownership category
- akta.pro rank
MSP industry classification
Industry- Product category
- Marketing Technology Implementation Services
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151), Computer Facilities Management Services (541513), Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Enterprise Application Data Migration & Master Data Management Services (BPAEAGAJ)
- akta.pro secondary industries
- Endpoint & Device Management (UEM/MDM) Services (BPAEABAF), Backup & DR Software Implementation & Managed Platforms (BPAEALAI)
Keywords
Where MSP is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
MSP business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales
Revenue model
- IT Services: Full-service IT guidance, support and assistance including managed services, infrastructure management, and technical consulting
- Professional Services: Implementation and consulting services for censhare platform and custom solutions, including project management, software projects, and support
- Software Licensing: Sale and implementation of censhare marketing platform and related software products
- heartpiece Product: Centralized product data management solution for manufacturers and retailers with sustainability data and CIRPASS orientation
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | IT Services - Hourly Rate Billing |
| Subscription | Annual | Enterprise Solutions - Custom Quotes |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
MSP product offering
Product offeringCore offering
MSP AG implements and extends the censhare marketing software platform for enterprise customers, covering Product Information Management (PIM), Digital Asset Management (DAM), Content Management (CMS), Cross-Selling and DTP, and Digital Product Passports (DPP). In parallel, the company delivers managed IT services including firewall, endpoint management, file storage, and backup. Its proprietary heartpiece product data hub consolidates product information from disparate enterprise systems into a single, harmonized source for downstream marketing and commerce use.
Product overview
MSP AG offers integrated marketing software solutions and IT services, structured around the censhare marketing platform as the core product. The censhare platform provides all-in-one content hub functionality combining PIM, DAM, CMS, CSDDD, and DPP capabilities. MSP extends censhare with specialized modules including ai-connector for AI integration, heartpiece as a dedicated product data hub, MSP Mediabox for download portals, the Retail Module for advertising material planning, and the Workfront Connector for Adobe Workfront integration. The company also provides IT services including Qumulo file storage, Bareos backup solutions, and Filewave endpoint management. The product portfolio is designed for marketing efficiency and operational digitization across B2B and B2C channels.
Differentiator
Problem solved
Functional benefit
Brands
- heartpiece: Product data hub solution combining PIM + DAM + CMS + CSDDD + DPP with sustainability data support and CIRPASS orientation for EU-compliant product information.
- censhare
- Mediabox
- AI Connector
Products and services
- censhare Marketing Platform Implementation Implementation, customization, and operation of the censhare marketing platform for enterprises. Covers Product Information Management (PIM), Digital Asset Management (DAM), Content Management (CMS), Cross-Selling and Desktop Publishing (CSDDD), and Digital Product Passports (DPP). Targets enterprise marketing and product information teams that need an integrated system of record for marketing content and product data.
- heartpiece Proprietary product data hub that consolidates product information from heterogeneous enterprise source systems and harmonizes it into a single dataset for use with censhare and downstream marketing or commerce systems. Aimed at enterprises with fragmented PIM landscapes that need one consolidated source of product truth.
- MSP ai-connector AI-powered module that integrates generative AI services with the censhare platform to automate translation, image cropping, and marketing text generation within marketing workflows. Built for marketing teams that want to reduce manual content production effort and shorten time-to-market.
- Managed IT Services Recurring managed IT services for enterprise customers, including managed firewall, endpoint management, file storage, and backup. Operated from Germany under ISO 27001 information security certification, providing continuous monitoring and operations for mid-sized and enterprise customers.
- Qumulo File Storage Managed high-performance, scalable file storage service based on Qumulo technology. Delivered by MSP AG as part of its managed IT services portfolio for customers with large, growing unstructured data needs such as media, marketing, and engineering workloads.
- Bareos Backup Enterprise backup service built on the Bareos open-source backup platform, delivered by MSP AG as part of its managed IT services. Designed for customers that need reliable, auditable backup of business-critical data in conjunction with their managed IT operations.
- Filewave Endpoint Management Managed endpoint management service based on the Filewave platform, providing centralized administration of desktops, laptops, and mobile devices. Targets enterprise IT teams that want a single pane of glass for endpoint configuration, software distribution, and compliance.
Companies that use MSP
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
MSP technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature6 records
MSP partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- viingx AGcoreMSP AG strategically invested in viingx AG and took one of three board seats. Both companies benefit from expanded partner networks and technology sharing. MSP gains greater flexibility in projects and access to new markets through this partnership.
- EMMspherecoreJoint venture 'Emmsphere Plus' combining core competencies of both MSP and EMMsphere for holistic censhare solutions and services. Created to address challenges faced by leading brands.
- censharecoreMSP is a certified censhare partner implementing and supporting the censhare marketing automation platform including All-in-One Content Hub, Retail Module, and Workfront Connector integrations.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
MSP competitors and assessment
Company assessmentDirect peers
- censhare AG: censhare AG is the vendor of the All-in-One Marketing Platform that MSP implements and extends. MSP's core services, modules (Mediabox, Retail Module, Workfront Connector), and heartpiece product are all built on top of censhare, making it the most directly comparable counterparty in the stack.
- EMMsphere GmbH: EMMsphere is a censhare-focused consulting and implementation partner that MSP jointly operates Emmsphere Plus with. The two firms share target customers (leading brands on censhare) and overlapping service offerings, making them the closest peer in the censhare implementation ecosystem.
Broad incumbents
- Allgeier SE: Allgeier is a listed German IT services group offering enterprise software consulting, managed services, and digitalization across DACH. It overlaps with MSP in IT services and enterprise application implementation but at significantly larger scale.
- q.beyond AG: q.beyond is a German IT and cloud services provider for SMEs and mid-market, offering managed services, cloud, and SAP-related consulting. It competes with MSP on managed IT services and infrastructure mandates in the DACH mid-market.
- Arvato Systems GmbH: Arvato Systems (Bertelsmann subsidiary) is a major German IT services provider with a marketing technology and content management practice. It competes with MSP on larger enterprise implementations and brings broader platform coverage.
- T-Systems International GmbH: T-Systems is the enterprise IT services arm of Deutsche Telekom, delivering managed infrastructure, cloud, and digital transformation to large German and European clients. It is a broader incumbent against which MSP's IT services arm competes on enterprise infrastructure deals.
- valantic GmbH: valantic is a larger German digital transformation consultancy spanning ERP, CRM, and marketing technology implementation. It competes with MSP for mid-market enterprise marketing/IT mandates but operates at greater scale and across more platforms.
Emerging players
- Stibo Systems: Stibo Systems provides master data management (MDM) and Product Information Management (PIM) platforms used by manufacturers and retailers. It is a direct competitor to heartpiece in the PIM/MDM layer of MSP's stack.
- nexum AG: nexum is a German communications and marketing technology consultancy working with brands on content, commerce, and platform implementations. It overlaps with MSP on marketing platform delivery for DACH enterprise clients.
- WoodWing BV: WoodWing is a Dutch software vendor focused on digital asset management and content workflow tools used by publishers and brand marketers. It is a niche competitor to heartpiece on the DAM portion of the PIM/DAM/CMS stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
MSP social profiles
Digital presenceMSP compliance and trust
Trust signalCompliance1 record
MSP financial estimates
Financial estimateRevenue estimate
Valuation estimate
MSP leadership team
Management profileNumber of profiles
Profiles3 records
MSP subsidiaries and ownership
Company hierarchySubsidiaries1 record
MSP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MSP M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MSP
What does MSP do?
MSP AG implements and extends the censhare marketing software platform for enterprise customers, covering Product Information Management (PIM), Digital Asset Management (DAM), Content Management (CMS), Cross-Selling and DTP, and Digital Product Passports (DPP). In parallel, the company delivers managed IT services including firewall, endpoint management, file storage, and backup. Its proprietary heartpiece product data hub consolidates product information from disparate enterprise systems into a single, harmonized source for downstream marketing and commerce use.
Is MSP a public or private company?
MSP is a private company. It is classified as management employee owned and is currently operating.
When was MSP founded?
MSP was founded in 2004. It employs 51 to 100 people.
Where is MSP based?
MSP is headquartered in Hamburg, Germany, in the Europe region.
How does MSP make money?
Four revenue lines are on record. IT Services are the primary driver. The others are professional Services, software Licensing and heartpiece Product.
Who are MSP's main competitors?
Direct peers on record are censhare AG and EMMsphere GmbH. Broad incumbents are Allgeier SE, q.beyond AG, Arvato Systems GmbH, T-Systems International GmbH and valantic GmbH. Emerging players are Stibo Systems, nexum AG and WoodWing BV.
Does MSP have an API?
No public API is recorded for MSP.
What industry is MSP in?
MSP's product category is Marketing Technology Implementation Services. Its primary akta.pro industry code is BPAEAGAJ, Enterprise Application Data Migration & Master Data Management Services, with a secondary code of BPAEABAF, Endpoint & Device Management (UEM/MDM) Services. Its NAICS code is 541511 and its SIC code is 7373.