In this video, I sit down with Mike Hughes, CEO of Dura Cyber, to break down how MSPs can build a profitable security practice by reframing the client conversation, using AI/data risk as the entry point, and delivering outcomes through their Fortify (F1 → F4) framework. What you’ll learn Why most MSPs lose margin by burying security in the bundle How to use AI/data risk to open doors with executives The Fortify roadmap (F1–F4): identity, devices, data usage, sensitive data Packaging strategies: separate MSP Core, Security, and Data/AI Governance How standardizing on Microsoft 365 (BP + Defender + Intune) drives scale Tactics to show measurable progress with Secure Score, CIS/CS, and CloudCapsule Table of Contents 00:00 Intro & guest 02:00 Why tools ≠ outcomes (the MSP margin trap) 05:00 AI as the wedge for client conversations 08:30 The Fortify roadmap explained (F1–F4) 14:00 Packaging security as its own service 18:00 Standardizing on Microsoft 365 as your foundation 22:00 How to show progress (Secure Score & frameworks) 26:00 Objections, phasing, and partner onboarding 32:00 Rapid fire & wrap-up Resources & links Learn more about the Fortify program by reaching out to Mike at @ 📣 Want to be featured in a future partner spotlight? Reach out: 🧩 Try CloudCapsule for Microsoft 365 security assessments & exec-ready reports: If this helped, smash Like, Subscribe, and drop a comment with your biggest challenge in moving clients into modern security packages.