Pax8’s EMEA CEO On Strategic AI Push: ‘It’s Not About Bolting AI On, It’s About Changing’ How MSPs Work
‘[MSPs in Europe] are forward-thinkers,’ says Pax8 EMEA CEO Harald Nuij. ‘They’re investing in themselves and their transformation. The community aspect plays a huge role. Once one MSP sees value, they talk to another and that ripple effect builds momentum.’
“That sense of urgency is real, and we’re seeing that the partners who were already engaged are doubling down,” Nuij told CRN. “The community aspect plays a huge role. Once one MSP sees value, they talk to another and that ripple effect builds momentum.”
Pax8’s presence has grown rapidly in the U.K. and the Benelux region (Belgium, the Netherlands and Luxembourg) with recent investments in Germany and the Nordics (Denmark, Finland, Iceland, Norway and Sweden). Expansions into Ireland, Denmark, and Switzerland are on the horizon.
“We only move into a country when we see the right maturity level in the partner base and are confident we can add value,” Nuij said.
But Pax8’s ambitions go far beyond territory. With AI adoption reshaping the tech landscape, Nuij believes MSPs must evolve or risk falling behind.
“If an MSP wants to lead in this new landscape, it’s not just about bolting AI on, it’s about changing how they work.”
Looking ahead, Nuij sees success not in revenue metrics but in impact. CRN spoke to Nuij about Pax8’s EMEA expansion and how the Greenwood Village, Colorado-based born-in-the-cloud distributor is helping MSPs put agentic AI to use for their clients.
What are some of the main drivers behind Pax8’s aggressive expansion across the EMEA market?
The methodology Pax8 has developed really resonates, especially in Europe. We’ve built a strong community of MSPs that genuinely want to work with us, many of whom were already thinking along the lines of what we now call the managed intelligence provider framework, even before we had a name for it. [MSPs in Europe] are forward-thinkers. They’re investing in themselves and their transformation. The community aspect plays a huge role. Once one MSP sees value, they talk to another and that ripple effect builds momentum.
There’s also a push-pull dynamic at play. Our vendors are encouraging us to move into new territories because they see the kind of energy and structure we bring to their go-to-market strategy.
What regions have shown the most growth in EMEA, and where are you looking to expand next?
Pax8 as a brand is still relatively young, but our experience runs deeper due to multiple acquisitions. I was an owner of one of those companies before we joined Pax8. In the U.K., growth has been phenomenal over the past five years. The same goes for the Benelux region. We’ve also been heavily investing in Germany, and it’s starting to pay off. In the Nordics, we’ve got offices in Sweden, Estonia, Latvia and Lithuania. While we don’t have offices everywhere yet, we do work with partners in about 20 other countries.
We only move into a country when we see the right maturity level in the partner base and are confident we can add value. We’re actually expanding into Ireland, Denmark and Switzerland.
So are there any acquisitions or strategic partnerships on the horizon to support that growth?
We’re always paying close attention to what’s happening in the market, especially with shifts in the Microsoft landscape. There’s definitely movement. While there’s nothing concrete to announce just yet, we are having conversations. When the timing and opportunity align, we might make a move.
EMEA is such a broad and diverse region. How do you localize your offerings to meet regulatory and cultural differences?
Language and local context matter a lot. We always try to offer support in local languages where it’s needed, especially in seller-to-partner relationships. Our Pax8 Academy experts in Latvia might be supporting a partner in Portugal. Why? Because when you’re working in IT, the common languages are English and tech. It allows us to scale without needing to build entire support teams in every single country.
What are the biggest challenges MSPs in EMEA are facing right now? And are they different from MSPs in the U.S.?
I can’t speak too much about MSPs stateside, but in Europe the challenges are quite consistent. Talent is the number one issue…finding people with the right mindset and skillset. The second big one? AI. Everyone knows it’s coming but most aren’t sure how to start. That’s where we come in. With the managed intelligence toolkit we announced, MSPs are starting to see the path forward and how AI can change their org structures and hiring plans. We’re sparking important conversations right now.
Looking ahead, what are Pax8’s top priorities in EMEA over the next 12 to 24 months?
We’ll keep expanding the partner base across Europe and begin entering new countries, as mentioned. But it’s not just about volume. We’re focused on identifying forward-thinking MSPs, the ones who understand the shift toward an agentic future. These are the MSPs who aren’t just adopting AI but changing how they operate because of it.
So what are the conversations you’re having with MSPs around AI and agentic AI?
A big shift is happening. MSPs were waiting, observing. But now, the SMB customers are pushing them to transform. That’s the turning point. If an MSP wants to lead in this new landscape, it’s not just about bolting AI on, it’s about changing how they work. Secure orchestration, ethical usage and strategic adoption are key. We’re walking this journey with them, step by step.
In the long-term, what does success look like for Pax8 in EMEA? What will tell you you’re on the right track?
When I joined Pax8 in 2021, I made it my mission to provide the best localized support to any MSP in EMEA. That mission hasn’t changed. Success is seeing our partners thrive, watching them grow and evolve alongside us and knowing we helped enable that transformation. When MSPs across the region view us not just as a vendor, but as a true strategic partner that’s when we know we’re winning.
Is there anything else you’d like to highlight, particularly around AI adoption in EMEA?
This work is deeply internal as well. We started by teaching our own teams to use tools like [Microsoft] Copilot. One of our key leaders is now our VP of AI adoption. He’s out there every day with MSPs showing them how to price, package and scale AI solutions. We’re also rethinking our own structure like moving people from administrative roles into AI-powered ones. And the talent we’ve unleashed through that transition has been inspiring. It’s not just transformation, it’s reinvention. And that’s something we hope our partners can replicate.
