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Welcome back to the $10 Million MSP Podcast!

In this episode, Brian Hoppe sits down with Serge Bukhar, founder and CEO of Atlas Technica, to break down what really drives scale in an MSP.

Serge shares how Atlas grew from zero to a global team without acquisitions or outside capital, why people and service are the real “secret sauce,” and how vertical focus, process discipline, and reputation-led growth shaped the business. They also get into building a culture that retains talent, why most MSPs struggle with churn, and what Serge sees coming next for the industry.

Episode Highlights:

(0:00) - Introduction

(1:09) - Episode open

(1:35) - What most MSP misunderstand about scaling

(3:56) - Serge’s journey and background

(6:01) - Verticalization, is it the secret to success?

(9:49) - Pricing services

(12:39) - Obsessing over your people

(15:49) - Growing within vs. hiring from the outside

(19:18) - What makes Atlas Technica different

(25:55) - Retaining your culture

(27:33) - Diving into the sales engine

34:35 - Being ‘process-driven’

41:03 - “What matters is what is written”

43:37 - The real trouble with creating a system

45:14 - Big shifts Serge made as a leader

51:30 - What’s coming in the next 5 years

55:26 - The biggest mistake Serge made as a leader

57:12 - What every MSP should know

58:41 - Wrap-up

Connect with Brian Hoppe

https://brianhoppe.com/

linkedin.com/in/brianhoppe

Like Our Guest? Check out more on Serge Bukhar

https://www.atlastechnica.com/

linkedin.com/in/sbukhar