#8 – From the Trenches - From Dentists to CPAs - Jordan’s MSP Playbook (Jordan Hetrick)

In this from‑the‑trenches conversation, Jordan Hetrick, founder of a Phoenix-based MSP, joins Josh to share his 15‑year journey from building PCs at age 15 to running a specialized IT services company. Jordan explains how surviving the COVID-19 pandemic forced him to diversify beyond dentistry clients and focus on vertical specialization with CPA firms. He discusses the need to prioritize profitability over revenue, warns about the encroachment of cyber insurance providers, and advocates for tool consolidation and deep client relationships.

This candid conversation explores:

• How an accidental start in IT turned into a lifelong entrepreneurial path
• The evolution from survival mindset to purposeful planning and exit strategies
• Why diversification and careful client selection are critical to stability
• How integrity in sales builds lasting relationships
• Balancing excitement around AI with a focus on fundamentals and security
• Practical advice for scaling beyond $1M revenue, including building management layers

To dive deeper into the themes discussed in this episode, explore our article on industries that are a goldmine for smart MSPs, learn how MSP financial services tackle profitability challenges, and discover a tiered integration strategy for ConnectWise and third‑party tools.

For more episodes and conversations like this, visit the BMK Vision Podcast main page →

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Episode Highlights

• 00:02:10 – Jordan began earning money in IT at age 15 with web development projects.
• 00:04:11 – COVID-19 exposed vulnerabilities in the dentistry vertical, prompting diversification.
• 00:10:42 – Cyber insurance companies are encroaching on MSP roles, creating market tension.
• 00:17:16 – Jordan explains why CPA firms are an ideal vertical for deep specialization.
• 00:22:59 – Opposing private equity buyouts, he focuses on training successors instead.
• 00:29:36 – Understanding profitability metrics is critical when scaling past $1M revenue.

About the Guest

Jordan Hetrick is the founder of PK Tech in Phoenix, Arizona. Over two decades he has evolved from a teenage web developer to an MSP leader who values strategic planning, diversification, and honest client relationships. Jordan’s philosophy revolves around building a strong business with clear exit options, prioritizing security fundamentals over hype, and always doing right by the client—even if it means saying no.

🌐 Connect with Jordan on LinkedIn → | Visit PK Tech →

About the Host

Josh Peterson is the CEO of Bering McKinley and host of the BMK Vision Podcast. Through the From the Trenches series, Josh explores candid conversations with MSP owners and industry leaders, uncovering the stories and strategies that drive growth, resilience, and lasting success.

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