Pax8 boosts EMEA growth with AI agents & new partners
Pax8 has reported an expansion across parts of Europe and a sharp rise in its partner base, alongside new initiatives around AI agents and managed services in the EMEA channel.
The cloud marketplace said it added thousands of new partners across EMEA during 2025 and expanded into Ireland, Switzerland and Denmark. It also opened offices in Zurich and Dublin and deployed local sales teams.
Pax8 also said it now serves more than 47,000 partners globally. The company reported three-year revenue growth of 239%. It said global headcount more than doubled across North America, EMEA and APAC between 2021 and 2024.
Marketplace expansion
Pax8 said it added more than 20 new vendors to its marketplace during 2025. The company positioned the additions as a wider product selection for managed service providers and other channel partners.
The company described its European expansion as a move towards more in-person engagement. It said the new offices and teams would provide local support and build collaboration with partners.
The update comes as MSPs face growing demand from smaller customers for security services, cloud migration and AI-related projects. Vendors and distributors have invested in training and services packages as partners seek repeatable ways to deliver projects at scale.
Training focus
Pax8 said its Pax8 Academy programme continued to draw strong interest in EMEA, with AI education a priority for partners. The company highlighted the most attended classes by region.
In the UK and Ireland, the Pax8 Data and AI Masterclass had the highest attendance, according to the company. In the DACH and Baltics regions, Pax8 Cybersecurity NIS2 Masterclass ranked top. In BeNeLux, Pax8 Sales Masterclass led attendance.
Pax8 also reported that its Nordic Cybersecurity Masterclasses series set a new record for the highest ratings so far in 2025. The company said the most popular Academy content included "Why Microsoft One Cloud" in BeNeLux and the Nordics, and "Why Businesses Need a Data and AI Strategy" in the UK and Ireland.
Managed intelligence
Pax8 also promoted the concept of the Managed Intelligence Provider, or MIP. It described this as an evolution of the traditional MSP model that incorporates autonomous AI agents and a broader focus on business outcomes.
The company said it published a Pax8 MIP Playbook for partners that want to develop AI services. It said the playbook sets out five "key plays": Discover, Buy, Build, Sell and Manage.
Services delivery
Pax8 said its Professional Services team delivered more than 230 projects across the EMEA partner ecosystem between January and November 2025. It highlighted three core service offerings.
The first offering covered Microsoft Azure Landing Zone and Azure Virtual Desktop. The company said the work focused on migration from on-premises to Azure and on secure cloud environments for remote work.
The second offering covered Microsoft 365 Device Management with Intune. Pax8 said this related to Business Premium upsell and endpoint management, including automated provisioning and centralised device control.
The third offering covered Microsoft 365 Copilot Readiness Assessment. Pax8 said the service assesses data governance and sets out a roadmap for Copilot integration.
Partner awards
Pax8 also highlighted its Beyond EMEA 2025 event in Amsterdam, where it recognised partners and vendors across the region. The company said the event covered innovation, education and community, and it included award categories for partners and vendors.
"These awards celebrate the remarkable influence these partners have had in advancing the channel landscape through collaboration and strategic engagement with Pax8," the company said.
Next steps
Pax8 said its 2026 plans include an Agent Store for AI agents and deeper integrations. It also referenced planned enhancements to OneCloud Guided Growth and further work through Pax8 Labs on AI-driven workflows.
"2025 was just the beginning," the company said.