#52 – From the Trenches: Firefighting, MSP Longevity & the Changing Client Mindset (Todd Holloway – Custech)
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#52 – From the Trenches: Firefighting, MSP Longevity & the Changing Client Mindset (Todd Holloway – Custech)
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In this episode, Josh Peterson sits down with Todd Holloway, founder of Custech and one of the earliest ConnectWise adopters in the industry. Todd shares how a firefighting career unexpectedly led him into IT, how he built a 30-year MSP through relationships, and why client expectations are shifting fast in 2025.
Guest Introduction
Todd Holloway is the founder of Custech, an Atlanta-based boutique MSP known for deep client relationships and long-term operational maturity. We explore his early days in IT, the evolution of pricing models, the rise of low-cost national competitors, SDR hiring, and the ongoing challenge of technician time tracking.
🎙 What We Cover in This Episode
• From firefighter to MSP owner
• Building a 30-year MSP through word of mouth
• Early ConnectWise history and adopting managed services
• Price fatigue & the return of hybrid MSP models
• Competing with national PE-backed rollups
• SDR hiring, comp plans, and bringing sales in-house
• List hygiene, postcards, and local outreach strategies
• Technician time entry culture
• Long-term client retention strategies
👤 Guest Links
LinkedIn: https://www.linkedin.com/in/todd-holloway
Company Website: https://custech.net
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🔎 SEO Keywords
msp, msp sales, custech, connectwise, firefighting, managed services, sdr hiring, account management, service delivery, bmk vision podcast, msp growth, recurring revenue
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🎧 #52 – Firefighting, MSP Longevity & the Changing Client Mindset (Todd Holloway – Custech)
In this episode of the BMK Vision Podcast, Josh Peterson sits down with Todd Holloway, founder of Custech and a 30-year MSP veteran. They dive into Todd’s shift from firefighting to IT, how he accidentally launched an MSP, the evolution of pricing models, and why client expectations are rapidly changing.
This conversation explores the rise of low-cost MSP competitors, time-entry challenges, relationship-based retention, SDR hiring, and long-term operational maturity.
👉 Learn more about the BMK Vision Operating System: https://beringmckinley.com/vision
About the Guest
Todd Holloway is the founder of Custech, an Atlanta-based MSP specializing in long-term client partnerships, operational maturity, and proactive support. A true early adopter of ConnectWise, Todd brings historical insight and practical experience shaped by decades in the industry.
About the Host
Josh Peterson is the CEO of Bering McKinley and host of the BMK Vision Podcast, helping MSPs grow through operational maturity, financial clarity, and leadership development.
Learn more: https://beringmckinley.com/vision