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‘We Were A One-Product Company’: Continuum Rebrands Lineup, Adds 2 Products

The service management company famous for its remote monitoring and management tool, has rebranded its entire lineup of products, and added two more to help MSPs with their business as well as their technology.

IT service management provider Continuum has rolled out two new offerings and rebranded its entire lineup as part of a re-positioning of the company that CEO Michael George said better reflects their full capabilities in today’s market.

“When you see the original branding of Continuum, we were a one-product company in the RMM [remote monitoring and management] space,” George told CRN in a sit-down at the company’s Boston office. “The technology was a lot more rudimentary than it is today, so really this is a re-platforming of which marketing is putting a rebrand around it to explain it better, in more simple and consumable terms.”

Today, George said Continuum is the only MSP services company to provide its partners with 24-hour a day, all-year protection with three Security Operations Centers as well as a full suite of products that MSPs need to run their business. He said the company needed to rebrand its products to better reflect how they are used in modern marketplace.

[RELATED: Continuum CEO Michael George Talks ConnectWise And Arnie Bellini’s Legacy]

“We have made enormous investments in some of the underlying attributes of the platform, and have really completely re-engineered and revamped it,” he said. “It’s truly a modern architecture. It’s using microservices. It’s a very progressive and contemporary technological achievement to do that. We’ve invested tens of millions of dollars into it. In particular, we’ve taken advantage of some of the core attributes we’ve always had, but never exploited, around business intelligence and also leveraging artificial intelligence, for the purposes of automation.”

To showcase the company’s full capabilities, the firm has renamed each of its products and added two more. Continuum Security has become Continuum Fortify. Continuum RMM is now Continuum Command. Continuum BDR is Continuum Recover.

The two new products are Continuum Assist, which allows service providers to help their end clients with assistance from Continuum’s network operations center, security operations center, and help desk, in order. This gives the service provider the freedom to shift in-house talent to high-value tasks that drive revenue, and away from time consuming tedious tasks, George said.

The other new offering is Continuum Enable, a package of advanced technology trainings, certifications and in-depth sales coaching to help MSPs build and run a more successful businesses.

“We became a multi-product company,” George said. “We made several acquisitions, so what was Continuum, and its platform has changed very significantly. Rather than just adding it on in some adjacent way, we’ve really decided to completely take a step back and think about it in the terms and using a language that is much easier to understand, but also for our own partners to go out to their customer and re-express it in terms that are more understandable in the consumer community.”

George said many MSPs get to a certain size and scale, and “top out” by not understanding how to build their business. He said Continuum’s approach is to help the MSP not only as a technology partner, but as a business partner.

Part of this approach is reflected in the video studio that is on site at the company’s headquarters. With a wall-to-wall, floor to-ceiling green screen, and professional lighting, Continuum helps partners with marketing and sales through white-label commercials that incorporate the MSPs brand with studio-grade production values, George said during a tour.

“We put the customer at the center of what we do and kind of enveloped them, not only in the technology, but also the go-to market, the business model, the training and certification, other elements that really enable an MSP to be successful in this market,” George said. “There’s a whole different approach when you think about it that way. You’ve surrounded them, not only in the tools and technology, but all the other aspects of what makes an MSP successful today.”

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