‘MSPs allow us to grow exponentially’: Kaspersky UKI territory channel manager

Anna Papla talks channel focus, sovereignty concerns and “stale security”

Kaspersky is doubling down on MSPs and MSSPs across Europe as it sees fresh opportunities in the region following past woes.

Anna Papla, UKI territory channel manager at Kaspersky, tells CRN that MSPs now sit at the centre of the vendor’s channel strategy, particularly across the SMB market.

“We have quite a number of standard resellers, but also a significant number of MSPs and MSSPs.

“That is something we very much focus on these days. that’s where we’re heading.

“MSPs allow us to grow exponentially.”

Papla says the organisation currently works with around 200 partners in the UK through its channel ecosystem, spanning silver, gold and platinum tiers.

According to the exec, the company’s Kaspersky United partner programme provides collaborators with access to technical expertise, threat intelligence feeds, training and educational resources.

She adds that SMB customers are increasingly looking for long-term cybersecurity support rather than transactional engagements.

“That means training, consultation and long-term engagement. That’s what MSPs should be offering,” she explains.

UK office closure ‘strengthened’ partner relationships

Papla also addresses Kaspersky’s decision to shut down its UK offices in 2024.

Spokesperson Francesco Tius stated in an email to TechCrunch at the time that the company would be “reorienting its business in the country toward the partner channel.”

“It hasn’t impacted us negatively; in fact, the opposite,” highlights Papla.

“It strengthened relationships with loyal partners who value our expertise.”

The exec adds that Kaspersky’s B2B operations remain entirely channel-led globally.

“B2B is entirely channel-driven,” she says.

Despite the 2024 US ban on domestic sales and integration of Kaspersky products as well as Australia’s 2025 ban on their use in government agencies, Papla confirms the firm continues to work with public sector organisations in the UK, Ireland and other geographies.

“We focus on addressing concerns when they arise,” she notes.

“Ultimately, customers are interested in the product and our expertise. We’ve been in the market for over 30 years, and that experience builds trust.”

Beyond Europe, Kaspersky has operations in regions such as LATAM and APAC, where its revenue grew two per cent and four per cent respectively in 2025.

Globally, top line rose four per cent year-on-year to $836m (£622m), fuelled by a 16 per cent year-on-year sales growth of its B2B product portfolio.

Opportunities and ‘stale security’

The UKI territory channel manager also points to rising customer demand for European cybersecurity providers amid discussions around sovereignty and geopolitical risk.

“There’s growing interest in European-based cybersecurity vendors,” Papla says.

“Customers are exploring alternatives, which is positive.”

The company is also seeing momentum from its Kaspersky Next EDR portfolio, which Papla says has contributed to the recent B2B growth.

“A lot of it comes from our new product range introduced last year, the Kaspersky Next EDR family,” Papla explains.

“It combines enterprise capabilities with accessibility for SMBs.”

Papla also warns against what she describes as “stale security”, where organisations rely too heavily on existing cybersecurity tools without regularly reassessing threats or updating strategies.

According to the exec, SMBs remain particularly exposed to attacks including phishing and spam.

“We now have over 180 products in our portfolio, it’s not just standard antivirus.

“We have much more to offer, and more importantly, the expertise.”