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ConnectWise: Building Cybersecurity Services Through M&A Growth

Connectwise
07/30/2026
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of acquisitions. We're a mergers and acquisitions company. So in the beginning when we engaged ConnectWise to be a partner, we were bringing those best in class tools and putting that right in from its infancy. And by doing that, we created a solid tech stack that everybody in the company has adopted. We've also developed centralized billing, centralized quoting, all of those things that are necessary to grow a large business. It's pretty amazing the journey we've taken. We started out with probably about 7,000 endpoints, and now we're over 30,000. The journey that we started with cybersecurity as an organization was predicated on my personal experience. So years and years ago, I owned my own MSP, and we focused on forensics, cybersecurity, things like that. So I've got about 30 years of knowledge right around that. Worked with the FBI, the ATF, Homeland Security. Worked with local law enforcement. Worked with insurance adjusters, fire investigators. So I was able to gather a lot of the knowledge ahead of time. Things like preserving evidence in an incident, things like that, is second nature to me. So as I was working with Visual Edge and we were building the program, the MSP program, we identified that cybersecurity was a huge issue for every business that exists. It's not just isolated to large business. It's not isolated to the financial sector. We're seeing everybody get attacked on a daily basis. So we took a portion of the company, and we developed a cybersecurity team, and I head that up. And so as we moved along, and ConnectWise was instrumental in making that happen because we were able to push ideas against other peers' ideas, work with the experts here. Jerry Rizzi's a great resource. Nate, who's our primary salesperson, is also a great resource. They put us in touch with partners, with other vendors, and really springboarded that launch of our cybersecurity offer. So when you look at any business strategy, you have to not isolate to the technology. And so ConnectWise was great in bringing in marketing, bringing in business expertise, looking at pricing, looking at competing models, looking at how we're going to go to market with these strategies. They helped us all along that path.

TL;DR

  • Visual Edge Technologies scaled from 7,000 to 30,000 endpoints through M&A while maintaining operational consistency using ConnectWise's unified platform for billing, quoting, and service delivery.
  • Peter Avery leveraged 30 years of cybersecurity and forensics experience working with federal agencies to build Visual Edge's dedicated cybersecurity practice, addressing threats across all business sizes.
  • ConnectWise provided strategic partnership beyond technology, offering marketing guidance, pricing strategy, competitive analysis, and vendor connections that accelerated Visual Edge's cybersecurity service launch.

Summary

Peter Avery of Visual Edge Technologies shares how his company leveraged ConnectWise tools to scale through aggressive M&A activity, growing from 7,000 to over 30,000 endpoints. Drawing on 30 years of cybersecurity experience including work with the FBI, ATF, and Homeland Security, Avery built Visual Edge's cybersecurity practice from the ground up. The company implemented ConnectWise's platform early in its development to create a unified tech stack across acquisitions, enabling centralized billing, quoting, and standardized operations. ConnectWise provided not just technology but strategic guidance on pricing models, go-to-market strategies, and partner connections that accelerated the launch of Visual Edge's cybersecurity offering. Avery emphasizes that successful business strategy requires looking beyond technology alone, crediting ConnectWise with bringing marketing expertise, business strategy, and competitive analysis to the partnership.

Chapters

0:00 - M&A Growth Strategy
0:52 - Cybersecurity Background & Expertise
1:28 - Building the Cybersecurity Practice
2:28 - Strategic Partnership Beyond Technology

Key Quotes

0:16 "In the beginning when we engaged ConnectWise to be a partner, we were bringing those best in class tools and putting that right in from its infancy."
0:43 "We started out with probably about 7,000 endpoints, and now we're over 30,000."
2:02 "ConnectWise was instrumental in making that happen because we were able to push ideas against other peers' ideas, work with the experts here."

FAQ

How did Visual Edge maintain operational consistency while growing through acquisitions?

Visual Edge implemented ConnectWise's platform early in its development, creating a unified tech stack with centralized billing and quoting that all acquired companies adopted, enabling seamless integration and standardized operations across the organization.

What role did ConnectWise play beyond providing technology tools?

ConnectWise provided strategic business guidance including marketing expertise, pricing strategy development, competitive market analysis, and connections to partner vendors, helping Visual Edge successfully launch and position their cybersecurity offering.


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