Beyond the password vault: 1Password’s channel chief makes the case for identity security as an MSP practice

In this episode of ChannelBuzz.ca, host Robert Dutt interviews Larissa Crandall, Global Vice President of Channel & Alliances at 1Password, about the evolving role of identity security in the MSP landscape. Crandall emphasizes that identity has become the new security perimeter, driven by the explosion of non-human identities—such as AI agents, API keys, and service accounts—that now outnumber human identities 82 to 1. This shift creates a critical access trust gap, where employees use unsecured methods like sticky notes and spreadsheets, exposing organizations to risk. MSPs are uniquely positioned to lead in this space by building identity security practices that go beyond traditional password vaults, integrating with existing tech stacks like CrowdStrike and Zscaler, and adopting a 'Partner First' strategy. The episode highlights how MSPs who make identity security mandatory across their operations—like one featured MSP that required 1Password for all clients—are gaining a competitive edge and building profitable, recurring revenue models. Crandall outlines the three pillars of a successful identity security practice: discovery (inventorying all identities), scope (understanding cross-team complexity), and staffing (equipping teams with the right skills). She stresses that MSPs must be proactive advisors, especially for SMBs who are still behind on non-human identity governance. The episode concludes with actionable takeaways: reframe identity security as a foundational practice, leverage partner programs with strong enablement, and lead by example by adopting the tools you sell. The overall sentiment is highly positive, reflecting growing momentum and opportunity in the identity security space.