MSP appointment setting in San Antonio: who to call first

8 things to know before prospecting MSP in San Antonio

1. 01831 IT services firms work the San Antonio-New Braunfels metro (-54 in a year), 21% less concentrated than the U.S. as a whole.
2. 023.3 target businesses per IT firm ranks San Antonio #39 of 100 markets and #3 of 6 in Texas.
3. 03The biggest buyer group is medical, dental and outpatient practices: 668 sites with 20 to 499 employees.
4. 04San Antonio-New Braunfels over-indexes on medical, dental and outpatient practices at 1.50x the national mix, so build references inside that group.
5. 05Medical, dental and outpatient practices added 185 establishments in a year: new sites without a managed service provider relationship.
6. 06Tier 1 is 571 sites with 50 to 499 employees among medical, dental and outpatient practices and construction contractors; those deserve two or three contacts each.
7. 07Bexar County holds 84% of the target businesses across 8 counties.
8. 08McAllen (174 miles) has more target businesses per IT firm, if your engineers can cover it.

These are the 12 industries Abstrakt's SDRs call for MSP work, with how many of each are in the San Antonio-New Braunfels metro and who to ask for. Compared with the U.S. as a whole, San Antonio-New Braunfels leans toward medical, dental and outpatient practices (1.50x), real estate brokerages and property management offices (1.37x) and law firms (1.26x). Build the list around those categories. Nonprofits and member organizations and wholesale distributors are thinner than the national mix, so treat them as selective targets.

1. 01
   Medical, dental and outpatient practices668

   Ask for: Practice administrator 222 with 50 to 499 employees 1.50x U.S. mix +185 in a year
2. 02
   Construction contractors579

   Ask for: Owner or president 225 with 50 to 499 employees 1.07x U.S. mix -116 in a year
3. 03
   Wholesale distributors371

   Ask for: Owner or president 124 with 50 to 499 employees 0.81x U.S. mix -48 in a year
4. 04
   Manufacturers327

   Ask for: Owner or president 149 with 50 to 499 employees 0.86x U.S. mix +14 in a year
5. 05
   Nonprofits and member organizations200

   Ask for: Executive director 56 with 50 to 499 employees 0.57x U.S. mix +4 in a year
6. 06
   Private schools and education providers146

   Ask for: Head of school or director 67 with 50 to 499 employees 0.95x U.S. mix -28 in a year
7. 07
   Architecture and engineering firms129

   Ask for: Principal or owner 48 with 50 to 499 employees 1.12x U.S. mix -10 in a year
8. 08
   Law firms77

   Ask for: Managing partner 13 with 50 to 499 employees 1.26x U.S. mix -6 in a year
9. 09
   Real estate brokerages and property management offices76

   Ask for: Broker-owner 33 with 50 to 499 employees 1.37x U.S. mix +23 in a year
10. 10
    Insurance agencies and brokerages71

    Ask for: Agency principal or owner 30 with 50 to 499 employees 1.16x U.S. mix -30 in a year
11. 11
    Accounting, tax and bookkeeping firms49

    Ask for: Managing partner 14 with 50 to 499 employees 1.13x U.S. mix -44 in a year
12. 12
    Wealth management and investment firms40

    Ask for: Firm principal 13 with 50 to 499 employees 0.90x U.S. mix +3 in a year

Businesses are establishments with 20 to 499 employees (U.S. Census Bureau, County Business Patterns 2023), the small and mid-sized range MSPs sell to; the SBA Office of Advocacy counts firms under 500 employees as small businesses. Change and concentration: U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2025 Q2.

Law firms run smaller, so that group needs a seat-count question before a meeting is booked.

• Medical, dental and outpatient practices are the largest group in San Antonio with 668 businesses of 20 to 499 employees, more than Austin has (606): more concentrated than nationally (1.50x), up 185 establishments in a year, and typical in size (15% with 50 or more employees).

• Construction contractors are the second-largest group in San Antonio with 579 businesses of 20 to 499 employees, fewer than Austin has (695): close to the national mix, down 116 establishments in a year, and typical in size (21% with 50 or more employees).

• Wholesale distributors are the third-largest group in San Antonio with 371 businesses of 20 to 499 employees, fewer than Austin has (383): less concentrated than nationally (0.81x), down 48 establishments in a year, and typical in size (18% with 50 or more employees).

• Manufacturers are the fourth-largest group in San Antonio with 327 businesses of 20 to 499 employees, fewer than Austin has (374): less concentrated than nationally (0.86x), up 14 establishments in a year, and typical in size (30% with 50 or more employees).

• Nonprofits and member organizations are the fifth-largest group in San Antonio with 200 businesses of 20 to 499 employees, fewer than Austin has (222): less concentrated than nationally (0.57x), up 4 establishments in a year, and typical in size (16% with 50 or more employees).

• Private schools and education providers are the sixth-largest group in San Antonio with 146 businesses of 20 to 499 employees, fewer than Austin has (235): close to the national mix, down 28 establishments in a year, and typical in size (25% with 50 or more employees).

After those six come architecture and engineering firms (129), law firms (77), real estate brokerages and property management offices (76), insurance agencies and brokerages (71), accounting, tax and bookkeeping firms (49) and wealth management and investment firms (40), smaller groups to work by fit rather than volume.

Where a rule or a client review puts a date on security work in San Antonio: medical, dental and outpatient practices (668, HIPAA), manufacturers (327, CMMC where they supply defense work), law firms (77, client security questionnaires), insurance agencies and brokerages (71, carrier and state insurance data security requirements), accounting, tax and bookkeeping firms (49, the FTC Safeguards Rule) and wealth management and investment firms (40, SEC and FINRA exams); together, 1,232 businesses where the first message can lead with the requirement instead of the service.

What leads in each core county

• Bexar County: medical, dental and outpatient practices (592), construction contractors (410) and wholesale distributors (305) lead its 2,227 target businesses.
• Comal County: construction contractors (71), medical, dental and outpatient practices (33) and wholesale distributors (28) lead its 202 target businesses.
• Guadalupe County: construction contractors (49), manufacturers (37) and medical, dental and outpatient practices (22) lead its 139 target businesses.
• Kendall County: construction contractors (20), medical, dental and outpatient practices (8) and manufacturers (7) lead its 46 target businesses.

Employee bands: U.S. Census Bureau, County Business Patterns 2023, establishments with 10 to 499 employees; suppressed size classes count as zero. Concentration and one-year change: U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages, private ownership, 2025 Q2. The 100-metro average is the same share summed across every market we publish.

831 IT services firms are based in the San Antonio-New Braunfels metro. That is 54 fewer than a year ago. When an IT firm closes or sells, its customers go looking for a new one. The IT services industry is 21% less concentrated than the U.S. as a whole, so a consistent outbound program reaches business owners and office managers that are not tired of contractor calls. 3.3 target businesses per IT firm puts San Antonio 39 of 100 markets, and 3 of 6 in Texas. That sits mid-pack: real room to grow, but the best accounts are contested. If you can serve McAllen, it has more target businesses per IT firm than San Antonio.

Tier 1 covers medical, dental and outpatient practices, construction contractors and wholesale distributors with 50 to 499 employees.

Bexar County holds 84% of the target businesses across the 8-county metro. The other 7 counties split the remaining 16%, which is where Tier 1 accounts justify the drive and smaller sites do not.

A new office or location needs network, devices and security set up before people move in, and the provider who does that work is in the best position to support it after.

• Medical, dental and outpatient practices: 185 more establishments than a year ago

  In this category the usual openings are a new location, a HIPAA risk assessment, an EHR or practice management change, a security incident.

• Real estate brokerages and property management offices: 23 more establishments than a year ago

  In this category the usual openings are a wire fraud attempt, a new office, agent growth, a change in property management software.

• Manufacturers: 14 more establishments than a year ago

  In this category the usual openings are an ERP upgrade, a ransomware incident in the industry, a defense supplier CMMC requirement, a new line or facility.

• Construction contractors: 116 fewer establishments than a year ago

  An acquisition puts a business under new owners, who usually review who runs IT and fold it into their own systems.

• 54 fewer managed service providers than a year ago

  Clients of an IT firm that closed, retired or sold have to decide who supports them next.

More questions for every prospect type, and how to follow up after the meeting, are in the MSP prospecting playbook.

If your engineers travel, Austin, Houston, McAllen and Dallas are the closest metros we track. Here are the same counts used above for San Antonio.

• Austin, TX

  111 miles away, with 3,193 target businesses and 2,302 IT services firms, or 1.4 businesses per IT firm (#92 of 100 markets); the largest buyer group is construction contractors, and it over-indexes on real estate brokerages and property management offices at 1.60x the national mix.

• Houston, TX

  153 miles away, with 9,095 target businesses and 3,000 IT services firms, or 3.0 businesses per IT firm (#43 of 100 markets); the largest buyer group is manufacturers, and it over-indexes on medical, dental and outpatient practices at 1.42x the national mix.

• McAllen, TX

  174 miles away, with 630 target businesses and 46 IT services firms, or 13.7 businesses per IT firm (#2 of 100 markets); the largest buyer group is medical, dental and outpatient practices.

• Dallas, TX

  319 miles away, with 10,653 target businesses and 6,156 IT services firms, or 1.7 businesses per IT firm (#79 of 100 markets); the largest buyer group is medical, dental and outpatient practices.