If you’ve been keeping an eye on industry trends, you’ll know some big changes are coming. According to Cleveland Research Company’s latest Security Industry Recap, we can expect a major wave of firewall refreshes kicking off in late 2025 and carrying into 2026. 

So, what’s driving this surge in security spending? A few key factors: 

  • Many security vendors are announcing end-of-support dates for their products. 
  • Companies are pushing return-to-office mandates. 
  • Businesses are starting to burn through any extra firewall capacity they stocked up on in recent years. 

All of these create the perfect storm for a big refresh cycle — and depending on how you prepare, it could be a risk or a golden opportunity. 

Here’s the thing: if vendors and channel partners aren’t actively managing their customers and assets — keeping them up to speed with relevant upgrade options — they could risk losing those customers to someone who is paying attention. 

But the good news? A proactive approach changes everything. If you’re managing your customers’ install base well and aligning your recommendations with their real-world needs and priorities, there’s a massive opportunity to grow those relationships and boost revenue. 

In fact, increasing customer lifecycle value is a critical part of building a successful, growing business. You don’t just want to keep your customers — you want to grow their value through renewals, upgrades, upsells, and cross-sells. 

And here’s a statistic worth remembering: Harvard Business Review reports that acquiring a new customer can cost five to 25 times more than keeping an existing one. Plus, boosting customer retention by just 5% can increase profits by 25% to 95%! 

The key? You need clear visibility into your install base — and the ability to dig into that data to spot new ways to add value for your customers and drive growth for your business. 

That’s where Wavelink’s 5thWave customer and asset lifecycle management service comes in. We help you get a complete view of your install base — and with our expertise, we’ll work alongside you to uncover upgrade, refresh, upsell, and cross-sell opportunities you might otherwise miss. 

We offer a complimentary Customer Lifecycle Assessment that gives you a clear picture of both the risks and the opportunities hiding in your current install base. 

Interested? Reach out to us today to book your complimentary assessment. Let’s turn this coming wave into your biggest opportunity yet!