What Humanize IT does

Humanize IT is a privately held, bootstrapped software and services company founded in 2016 and based in Lincoln, United States. It operates with 1-10 employees and serves Managed Service Providers (MSPs) — the firms that deliver outsourced IT operations to small and mid-sized businesses. Its flagship product is MSPL (Managed Services Platform), a SaaS application that consolidates IT CRM, client engagement scoring, automated Quarterly Business Reviews (QBRs), whitespace analysis, and PSA integration into a single workflow built around a proprietary Assess-Recommend-Propose-Roadmap methodology. The platform includes modules for IT Sales (price calculator, lead capture, contract templates), Client Portal, and Project Management, supported by free tools (QBR Toolkit, Meeting Maker, IT Warranty Lookup in Beta, Asset Recycling Program) and SOC 2 Type II certification.

The business model is a hybrid product-led growth and sales-assisted motion. The platform is sold via monthly subscription starting at $349 per plan, with self-serve registration and a demo request path for higher-touch mid-market accounts. The company monetizes supplementary coaching, peer groups, and community services to deepen engagement and lift average revenue per MSP. Marketing is content-driven: a blog, podcast (YouTube, Spotify, Apple), on-demand webinars, and active social channels target MSP account managers, vCIOs, and business developers. No public customer logos outside the MSP vertical are disclosed, and no M&A, funding, or leadership change history is on record; the company is founder-led (Adam Walter) and operates independently.

The competitive positioning targets the gap between generic CRMs and the operational realities of MSP account management: structured QBR delivery, consistent stack delivery across client portfolios, and prevention of client churn via engagement scoring. Reported customer outcomes include 20% year-over-year MSP growth (Leverage IT) and a $7,000 MRR vCIO contract design and sale (Imagine IT), with a claimed 6-hour-per-meeting time savings on QBR preparation. No AI/ML capabilities, patents, partnerships, or geographic expansion signals are disclosed.

Name

Humanize IT

Legal name

Humanize IT

Website

https://reframeyourclients.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Humanize IT provides MSPL, a SaaS platform for Managed Service Providers (MSPs) that consolidates IT CRM, automated Quarterly Business Reviews, client engagement scoring, and PSA integration around an Assess-Recommend-Propose-Roadmap methodology, sold via monthly subscription from $349 plus coaching services.

Ownership category

akta.pro rank

Product category

Managed Services Platform (MSP Software)

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

IT Knowledge Management & Service Desk Platforms (HDAEALAH)

akta.pro secondary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Managed services platform
• MSP client engagement
• Quarterly business reviews
• IT account management software
• MSP sales automation

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Monthly subscription-based SaaS model with plans starting at $349 per month. Includes access to the MSPL platform, coaching resources, templates, and unlimited users/clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Humanize IT sells the MSPL (Managed Services Platform), a SaaS platform built for managed IT service providers (MSPs) that combines an IT CRM, IT sales tools, automated Quarterly Business Reviews (QBRs), client engagement scoring, stack-delivery whitespace analysis, automated assessments, and PSA integration. The platform operationalizes an Assess–Recommend–Propose–Roadmap client-engagement framework and is sold on a monthly subscription starting at $349, supplemented by coaching, community peer groups, and free utility tools (QBR Toolkit, Meeting Maker, Asset Recycling Program, IT Warranty Lookup).

Product overview

Humanize IT offers a unified platform called MSPL (Managed Services Platform) designed specifically for managed IT service providers (MSPs) to bridge the gap between MSPs and their clients. The core platform integrates IT CRM for client relationship management and IT Sales tools for pricing calculations and opportunity management. The QBR Toolkit provides supplementary resources including discussion guides and complimentary PDF assessment templates for Quarterly Business Reviews. The product portfolio also includes free tools such as the Meeting Maker, Asset Recycling Program, and the beta IT Warranty Lookup tool. Coaching, Community, and Peer Groups serve as supplementary services that support MSPs in implementing the framework.

Differentiator

Problem solved

Functional benefit

Brands

• MSPL (Managed Services Platform): A platform for managed IT service providers that merges business communication and IT operations

Products and services

• MSPL (Managed Services Platform) SaaS platform for managed IT service providers (MSPs) that merges business communication and IT operations, providing account management, client engagement scoring, automated QBRs, automated assessments, stack-delivery whitespace analysis, multi-client dashboard, customer portal, budgeting tool, project management, and PSA integration. Sold via monthly subscription starting at $349.
• QBR Toolkit Collection of tools and templates for MSP-led Quarterly Business Reviews, including discussion-point checklists, infrastructure assessments, IT services assessments, NIST cyber security overview, and strategic business review templates. Free lead-magnet tool offered at humanizeit.biz/qbr.
• Meeting Maker Free scheduling and meeting tool for MSPs to facilitate client meetings and Quarterly Business Reviews.
• Asset Recycling Program End-of-life hardware disposal and recycling program for IT equipment, offered as a free resource for MSPs and their clients.
• IT Warranty Lookup (Beta) Free lookup tool for IT hardware and software warranty information; listed as a Beta product within the Free Tools section of the platform.
• Coaching Personalized assistance and guided courses to help MSPs implement the Humanize IT framework and advance their account management, vCIO, and IT sales practice.

Quantifiable outcome

• Save 6 hours per meeting
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• ConnectWise: ConnectWise is a leading PSA/RMM platform serving MSPs with business management, ticketing, and client engagement tooling — the most direct competitor to MSPL given the overlapping MSP workflow focus and integration into MSP back-office operations.
• Kaseya: Kaseya offers a broad suite of MSP-focused platforms (Kaseya VSA, BMS, IT Glue) including PSA, RMM, and documentation. Highly comparable given its deep penetration of MSP account-management and client-facing workflows.
• Atera: Atera is an all-in-one PSA+RMM platform priced per technician for SMB MSPs. Its bundled approach to MSP business management is a close parallel to Humanize IT's single-platform simplicity play.
• NinjaOne: NinjaOne is an endpoint management platform for MSPs and IT teams, increasingly expanding into broader MSP operations. Comparable as a modern, cloud-native MSP platform competitor.

Broad incumbents

• Freshservice (Freshworks): Freshservice is an ITSM/ESM platform broadly deployed by IT teams and MSPs for ticketing, asset management, and service desk. Adjacent to Humanize IT's ITSM-adjacent client engagement layer and a viable alternative for MSPs.
• ServiceNow: ServiceNow is the dominant enterprise ITSM/ESM platform with heavy investment in customer experience and workflow automation. A broader incumbent into whose footprint Humanize IT could be subsumed at large MSPs.
• HubSpot: HubSpot is the leading SMB/mid-market CRM and customer engagement platform. A broadly deployed incumbent that MSPs could attempt to use in place of a vertical tool like MSPL, especially given its content/community ecosystem parallels.
• Salesforce: Salesforce is the dominant enterprise CRM. While larger and less verticalized, it competes in the same 'client engagement' problem space and is often adopted by MSPs seeking generic CRM capabilities for account management.

Emerging players

• IT Glue (Kaseya): IT Glue is an MSP-focused documentation and knowledge management platform. Comparable as a specialized MSP tooling vendor in the same customer base, though narrower in scope (documentation vs. full engagement).
• Rewst: Rewst is a newer MSP-focused workflow automation and RPA platform that competes for MSP toolstack consolidation budgets. Adjacent competitor addressing similar MSP operational-efficiency pain points.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/MSPlatformIT
• YouTubeyoutube.com/humanizeit
• Facebookfacebook.com/humanizeit
• LinkedInlinkedin.com/company/humanizeit

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Humanize IT