The cheapest revenue in your business is already under contract.
Winning a new logo takes months of marketing, a discovery call, a proposal, and a procurement cycle. Selling backup to a customer who already trusts you with their endpoints takes one conversation. Every MSP knows this. Almost none of them can answer the question it depends on: which of my customers are missing which services, right now?
The answer lives in your PSA, spread across hundreds of contract service lines nobody has time to read side by side. So it gets rebuilt by hand in a spreadsheet once a year before a QBR, goes stale in a fortnight, and the cross-sell motion quietly reverts to whoever happens to remember.
Your next deal is already in your inbox.
Whitespace has always shown the gaps — every customer crossed against every offering. Now Current fills those gaps in for you. Its AI reads the tickets and emails your customers already send your team, works out which service they keep asking about but don't buy, and drops it on the grid as a warm, ready-to-pitch opportunity. You stop hunting for cross-sell. It finds you.
Whitespace
| Company | Backup | EDR | Email Sec. | MFA / Identity |
|---|---|---|---|---|
NDNorthwind Dental Group | 8 | |||
HFHarbor Freight Logistics | ||||
SRSummit Ridge CPA |
Discussed, not sold
Northwind Dental Group — 2 tickets and 6 emails mentioned this in 90 days about MFA / Identity, which they don't buy. That's a doorway.
- 1
It fills the grid for you
Twice a week, Current's AI reads every ticket and synced email and flags the offerings a customer keeps raising but doesn't buy. No keywords to maintain, no manual tagging, no waiting for a QBR — the grid updates itself.
- 2
Hover to see the proof
One hover shows the ticket-and-email breakdown; open it and you're reading the exact words they used — “can't get my 2FA code,” “authenticator broke.” You walk in knowing the need, not guessing at it.
- 3
One click starts the deal
Every red circle is a pre-filled expansion deal waiting to happen — company, offering, and the evidence attached. Click, and it's on your pipeline. That's the whole cross-sell motion.
Built from your billing. Not from a spreadsheet.
Current reads your contracts
Every active recurring contract in Autotask, ConnectWise, or HaloPSA, matched service line by service line against your offering catalog. A cell counts as covered only when that customer is genuinely billing for it today — so the grid reflects your ledger, not someone's memory.
The AI reads what they're asking for
Twice a week it reads each customer's recent tickets and inbound emails and works out which offering they were really about — by meaning, not keywords. A customer who keeps raising MFA but doesn't pay for it turns into demand on the grid, with their own words attached.
You open the deal
Click a gap and Current opens a pre-filled expansion deal: company, offering, and the supporting evidence already attached, landing in your expansion pipeline tagged as whitespace. Or filter a campaign by coverage and go after everyone missing the same service.
What it takes to get right.
The grid appears as soon as your PSA is connected, but it is worth being straight with you about the setup. Every workspace starts with a catalog of 29 common MSP offerings, pre-loaded with generic starter keywords. Those keywords are deliberately generic, because we cannot know that you call it “BCDR — Datto SIRIS” and the MSP down the road calls it “Backup (managed)”. Your first job is refining them to match your own naming. Add or remove a phrase and that column rebuilds against your PSA data in seconds.
Two other things worth knowing up front. Whitespace covers customers you already bill — coverage is computed from active recurring contracts, so a prospect shows as no data rather than as a gap. And the demand signals run twice a week rather than instantly, so a brand-new customer fills in on the next pass.
Everything MSPs ask us first.
What is whitespace in an MSP context?+−
Whitespace is the gap between what a customer already buys from you and everything you sell. Put every customer down one side of a grid and every offering across the top, and the empty cells are your whitespace — services that customer does not have yet. For most MSPs it is the largest and cheapest source of new revenue, because the relationship, the contract, and the trust already exist.
How does Current build the whitespace grid?+−
From your PSA contract data. Current reads the active recurring contracts in Autotask, ConnectWise, or HaloPSA and matches each service line against your offering catalog, so a cell is marked covered only when that customer is genuinely billing for that service today. Every workspace starts with a default catalog of 29 common MSP offerings across 9 categories, pre-loaded with generic starter keywords that you refine to match how your own PSA names things.
How does Current know a customer wants something they have not bought?+−
Twice a week, Current's AI reads each customer's recent support tickets and inbound emails and works out which of your offerings they were really about. It reads by meaning, not keywords — "can't get my 2FA code", "set up MFA for the new hires", and "the authenticator app is broken" all count toward the same multi-factor offering. Anything they keep raising but do not pay for shows on the grid as demand, with the original tickets and emails attached as evidence.
Does it read our replies too?+−
No, and that is deliberate. It reads only inbound email — the messages your customers sent you — and strips quoted reply threads and signatures first. A service one of your own engineers mentioned in a reply is never miscounted as the customer asking for it, so the signal reflects what the customer actually wants.
What do I do with a gap once I see one?+−
Click it and Current opens a pre-filled expansion deal — company, offering, and the supporting evidence already attached, created in your expansion pipeline with its lead source set to whitespace. You can also filter campaigns and sequences by offering coverage to target everyone missing a given service, and the loudest gaps lead the whitespace section of that customer's Strategic Business Review.
Which PSAs does whitespace work with?+−
All three: Autotask, ConnectWise, and HaloPSA. Current reads the service lines on active recurring contracts from whichever PSA you run. A PSA has to be connected for coverage to compute — without one the grid has nothing to read.
How much setup does it take?+−
The grid appears as soon as a PSA is connected, but expect to tune it. The starter keywords are deliberately generic, so your first job is refining them to match your own service naming — add or remove a phrase and that column rebuilds against your PSA data within seconds. The AI demand signals need no configuration at all; they start appearing on the next twice-weekly run.
Does whitespace work on prospects too?+−
No. Whitespace is an expansion tool for customers you already bill — coverage is computed from active recurring contracts, so a prospect with no contract shows as no data rather than as a gap. For new-logo work, use the CRM pipeline and campaigns instead.
Keep reading
The plain-English definition, and how MSPs measure it.
The practical method, with or without Current.
Why a generic CRM can't see what your customers already buy.
The full CRM that whitespace sits inside.
Round 1 — first 100 MSPs lock this rate for life. CRM + Projects + AI + every integration, one price. Unlimited free client portal viewers.
Real data. No slideware.
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