Rich Freeman at Channelholic, one of the most read analysts in the MSP channel, published a long-form analysis of Treeline, structured around nine things we aren't.

The list:

• Not actually new (two years of quiet operation, ~200 clients)
• Not new to managed services (three MSP acquisitions; CGO, Jeff Gaines, is from Lyra Technology Group)
• Not masquerading as a services firm
• Not backed by private equity (instead, backed by VC with $25M from a16z)
• Not using off-the-shelf AI (rather, creating a completely new platform by Silicon Valley engineers)
• Not competing on price
• Not employing AI solely on the service desk
• Not only delivering services through AI (also offering strategic AI services to clients)
• Not an MSP rollup

What that points to: Treeline is a services-first AI MSP, with software and AI in service of better services for clients. It is not a rollup scaling by acquisition, and not a software company pretending to be services.

Julien Bek, a Sequoia partner, recently wrote: "the next $1T company will be a software company masquerading as a services firm."

Freeman concludes that Treeline isn't masquerading. We're a services company. The software exists to make the services better, not to disguise them. That's what separates Treeline from the other VC-backed AI MSP plays Freeman follows, including Titan and Shield.