Sherweb Exec On Self-Service Portal: ‘We’re Not Just Another Marketplace; We Want To Be A Value Driver For Our Partners’
‘It’s not just about saving time; it’s about giving MSPs a tool that makes them look good, that strengthens their client relationships and that helps them scale more efficiently. That’s a big part of Sherweb’s identity,’ says Rick Stern, senior director of platform for Sherweb.
The customizable portal, unveiled this month, can be branded and tailored to each client’s needs. The portal also features an integrated help-desk chat for faster ticket resolution and a unified dashboard for tracking requests. By taking MSPs out of the equation for routine actions, the Quebec, Canada-based distributor aims to help partners scale more efficiently while improving client satisfaction.
“The spark really came from feedback we’d been getting from MSPs,” Rick Stern, senior director of platform for Sherweb, told CRN. “They kept telling us how much time they were losing on routine tasks that clients could easily handle themselves if only the right tool existed. So we built one, branded entirely for the MSP, that lets their clients do just that.”
The portal doubles as a full client engagement and operations platform. It gives MSPs real-time visibility into license usage, supports renewal tracking, integrates with PSA tools like ConnectWise and Autotask, and soon will support direct payment processing via PayPal.
Looking ahead, Sherweb plans to evolve the portal into a full-featured marketplace. Future updates will allow MSPs to bundle their own services or hardware alongside Sherweb offerings, enabling one-click purchases of entire solutions.
“Our message to MSPs is simple: Don’t settle,” Stern said. “Expect more from your partners. Sherweb is building this with you, not just for you.”
CRN spoke further to Stern about how the portal helps MSPs, how cybersecurity plays into it and what partners can expect from the portal over the next year.
What inspired Sherweb to create the new self-service portal, and how does it align with the broader mission to empower MSPs?
The spark really came from feedback we’d been getting from MSPs long before I joined Sherweb. What we kept hearing loud and clear was that partners were looking for a way to offload some of the routine, day-to-day tasks they were constantly asked to do by their clients. Things like changing licenses, updating a subscription or canceling a service.
Now, those may seem like simple tasks, but they add up. And in many cases the clients actually want that control, especially the ones with their own internal IT teams. So we asked, ‘Why not build something purpose-built for those end clients, branded entirely for the MSP, where they can manage those things themselves?’
The end result is a white-labeled portal that lets MSPs offer their clients a secure, streamlined experience. But it’s not just about saving time; it’s about giving MSPs a tool that makes them look good, that strengthens their client relationships and that helps them scale more efficiently. That’s a big part of Sherweb’s identity. We’re not just another marketplace; we want to be a true value driver for our partners.
What else does the portal offer MSPs beyond just offloading admin tasks?
The first thing I’d say is that it gives MSPs a chance to extend their digital brand. The portal is fully white-labeled, no Sherweb logos, so when their clients log in they’re seeing their MSP, not us. It’s a 24x7 digital extension of their business. Second, we’ve built in a few powerful features for the MSPs themselves. For example, they can access renewal information, track license consumption and see what clients are doing in real time. We’re also rolling out a help-desk integration that connects to PSA tools like ConnectWise and Autotask. That means clients can initiate support chats that automatically generate tickets in the PSA, creating a seamless loop.
And we’re launching a payment portal soon, in partnership with PayPal, where MSPs can issue invoices directly through the portal and accept credit card payments. All of this makes it more than a self-service tool; it’s becoming a true client engagement and operations platform for MSPs.
How customizable is the experience for different types of clients or industries?
It’s highly customizable. MSPs can control exactly what products and services each client sees and can transact on. Maybe one client only needs Microsoft 365 and security tools so that’s all they’ll see. Another might be able to access a broader catalog. MSPs can also put approval rules in place. So, for instance, if a client tries to spend more than $1,000 in a short period, the system can block the purchase until it’s reviewed. That balance, client agency without losing control, is core to what we’re doing. Plus, everything is totally brandable, from the interface itself down to the email notifications.
What guided your priorities when developing the portal’s first release?
We started with the biggest pain point: license management and marketplace transactions. That’s where MSPs said they lost the most time. So that became our anchor use case: make it fast and seamless for clients to do those things without involving the MSP every single time. From there, we brought in partners who were early adopters and just listened. Their feedback shaped the road map features like custom product catalogs, upcoming bundles and the payment portal. This wasn’t us in a vacuum deciding what MSPs need. It was, and still is, a collaborative build.
How does Sherweb’s portal stand out from others on the market?
First and foremost: It’s free. We don’t charge a monthly fee for the portal and we’re not tacking on any percentages for transactions either. That’s huge when you consider some of our competitors do just that.
Second, we’re not just building a shallow self-service layer. We’re going deep into support, payments, approvals, even security protocols. Most competing portals tend to be very broad but thin in functionality. We’re trying to be comprehensive and meaningful.
And finally, Sherweb is committed to helping our partners grow. Whether they use one Sherweb product or 10, we’re behind them 100 percent. We’re not here to compete with them; we’re here to support them.
I wanted to touch on security. How is client data and access managed within the portal?
Security is non-negotiable. Each organization gets its own sub-instance of the portal, so data is siloed. Everything is locked down with MFA [multifactor authentication]. And we give MSPs granular control over which clients get access, what they can do, and even what individual users within those clients can do. We also have guardrails in place, like approval workflows and action limits, for scenarios where access might be sensitive. And trust me, our internal teams would never greenlight something that doesn’t meet our strict standards. Partners can feel confident that this is built for enterprise-level safety.
What’s coming for the portal over the next 12 months?
One of the big things is expanding into custom marketplaces. Right now, everything in the portal has to be a Sherweb product. But in the future, we want MSPs to be able to add their own offerings, maybe a hardware bundle or their own support package into the portal. We’re talking about full product bundling: two Sherweb products plus a laptop and a service agreement, for example. And the client can buy the full package in one transaction. The MSP handles fulfillment of their own items, and Sherweb continues to manage its side. That’s where we’re headed: a truly agnostic, fully MSP-branded marketplace.
Is this Sherweb’s answer to the growing emphasis on cloud marketplaces across distribution?
I’d say it’s a fair observation. The trend toward cloud marketplaces is real, everyone’s feeling it. But our primary mission is still laser-focused on our marketplace to give MSPs a high-quality, reliable source for the best products and services. The self-service portal sits right next to that mission. As our marketplace grows, the portal naturally becomes more powerful. And with custom products and services on the way, we’re giving MSPs one consolidated space where they can show off their entire stack, Sherweb-provided or otherwise.
What’s your core message to MSPs about this portal?
I’d say this: MSPs shouldn’t settle. Be picky. Demand more from your partners, especially in distribution. At Sherweb, we understand that. And we’ll always go the extra mile to make sure what we’re building actually makes your business better both for you and your clients. We’re not just giving you a new tool, we’re giving you time back, a better client experience, and a partner who’s truly invested in your success.
Anything else you’d like to add?
We’re not slowing down. You’ve heard me mention payments, PSAs, security, custom catalogs, but we’re also looking at integrating with financial platforms, data systems and more. Our product and engineering teams are building fast, and we’re focused on meeting MSPs where they’re going, not trailing behind. So if you’re a partner, know that Sherweb is building this with you, not just for you.