How to Price Security Awareness Training for Your MSP Clients: 4 Models That Work

How to Price Security Awareness Training for Your MSP Clients: 4 Models That Work

The number one question Hook Security gets from new MSP partners is not about features. It is about pricing. How much should an MSP charge clients for security awareness training (SAT)? Per user or per organization? Bundled with other security services or as a separate line item?

This guide breaks down the four pricing models MSPs actually use successfully in 2026, with honest economics on each. Use it as a starting point for your own pricing conversations with clients.

The core economics MSPs need to know

Before the models, the underlying math. Per-user vendor costs for managed SAT typically range from $1 to $3 depending on volume and delivery model. MSPs typically resell at $3 to $8 per user per month.

The margin gap is what funds the MSP’s enablement, account management, and the small amount of operational layer the MSP still owns.

Three variables move the resale price:

• Client size. Smaller clients pay higher per-user rates; larger clients get volume pricing.
• Service depth. Bundled with broader managed security, SAT may be discounted or absorbed; sold standalone, SAT commands a higher per-user rate.
• Industry. Regulated industries (healthcare, finance, legal) often justify premium pricing because of compliance documentation needs.

With those variables in mind, here are the four pricing models.

Model 1: Per-user-per-month, standalone

The model. Charge each client a flat per-user-per-month fee for the SAT program. No bundling, no minimums beyond the platform vendor’s floor.

Typical pricing.

• SMB clients: $4 to $7 per user per month
• Clients above 250 users: $3 to $5 per user per month

Where it wins.

• Simple to explain
• Easy to scale up and down with client headcount changes
• Clean line item on the invoice
• Easy for clients to budget against

Where it gets harder.

• Becomes a perpetual line-item negotiation at renewal
• Clients with budget pressure will try to remove it
• Without bundling, it competes head-on with the cheapest competitor in any RFP

Best for.

• MSPs that have a dedicated SAT motion and don’t want to obscure the value behind a bundle
• MSPs serving compliance-driven verticals where SAT has a clear regulatory pull

Model 2: Bundled into broader managed security

The model. SAT is included in the MSP’s broader managed security or cybersecurity package. There is no separate line item; the client pays a single fee that covers SAT plus EDR, ITDR, vCISO, and whatever else the MSP delivers.

Typical structure.

SAT might add $5 to $15 per user per month to the bundled package, depending on what else is included and how it’s positioned.

Where it wins.

• Removes the renewal-time line-item argument
• Increases stickiness of the broader security package
• Makes the SAT decision part of the bigger security commitment

Where it gets harder.

• Hides the value of SAT specifically
• When the bundle gets price pressure, SAT can disappear without the client even noticing it was there
• Harder to defend the SAT component in a granular cost-cutting conversation

Best for.

• MSPs whose primary positioning is comprehensive managed security
• MSPs who don’t want clients optimizing line items individually

Model 3: Tiered packages

The model. Three tiers — typically named something like Essentials, Standard, and Premium — with different SAT depth at each tier.

• The cheapest tier might include monthly training only
• The middle tier adds phishing simulations
• The top tier adds executive reporting, compliance documentation, and white-glove onboarding

Typical structure.

• Essentials: $3 per user per month
• Standard: $6 per user per month
• Premium: $10 per user per month

Each tier is defined by what’s included rather than what’s discounted.

Where it wins.

• Frames the decision as “which tier” rather than “yes or no”
• Anchors mid-tier as the default
• Lets the MSP capture premium revenue from clients who want maximum compliance coverage

Where it gets harder.

• Requires the MSP to maintain three distinct delivery models
• The vendor’s platform has to support different feature levels per client, which not every platform does cleanly

Best for.

• MSPs with a strong sales motion who can present and defend a tiered conversation
• MSPs serving a mix of small and mid-market clients with different sophistication levels

Model 4: Per-organization flat fee

The model. A flat monthly fee for the SAT program per client organization, regardless of user count (often within bands — e.g., $400/month for 0–100 users, $700/month for 101–250 users, etc.).

Typical structure.

Flat fees from $300 to $1,500 per client per month depending on size band.

Where it wins.

• Predictable monthly billing for both the MSP and the client
• Removes the per-seat accounting overhead that some clients dislike
• Makes the SAT line item feel like a managed service rather than a software subscription

Where it gets harder.

• Margin pressure when client headcount creeps up within a band
• Requires careful band definition to keep economics intact

Best for.

• MSPs serving smaller SMB clients where per-user pricing creates billing-overhead annoyance
• MSPs that want SAT to feel like part of the managed service relationship rather than a per-seat utility

How to pick the right model for your MSP

The right model depends on three factors:

Keep reading

• See Hook in action - an interactive phishing simulation demo, from the inbox to the Training Moment.
• Best security awareness training for MSPs — vendor economics compared.
• What done-for-you SAT means in 2026 — the delivery model behind the managed-service pricing tier.