SonicWall Competitive Knockout
SonicWall has had a bad year: a perfect storm of incidents, poor responses, confusing pivots and a significant price increase. The opportunity to take share from SonicWall today is large, highly targeted and uniquely cost effective. SonicWall has one of the largest footprints in the global SMB and MSP ecosystem, especially in the ten to five hundred employee segment where vendor consolidation, managed security services and monthly economics matter most.
SonicWall MSPs are actively searching for consolidation paths. WatchGuard is one of the only global vendors with a complete single vendor platform that replaces SonicWall without increasing operational overhead.
TL;DR: SonicWall in 30 Seconds
SonicWall had a difficult 2025 that included multi month SSL VPN exploitation, a cloud backup breach, endpoint confusion and significant price increases. These events exhausted partners, increased operational workload and damaged trust.
- SonicWall experienced multiple major security and operational incidents that directly impacted MSPs.
- Partners lost weekends, margin and client confidence while troubleshooting SonicWall related crises.
- SonicWall's architecture is still predominantly centered around firewalls and VPNs, which does not match a SaaS first and remote first world.
- MSPs want consolidation, automation and predictable monthly economics. SonicWall does not provide these efficiently.
- WatchGuard is the cleanest offramp, offering a single vendor MSP first platform with unified telemetry and automated response.
Ideal Partner Profile
| Dimension | Ideal Profile |
|---|---|
| Org size | 10 to 500 users, SonicWall’s primary SMB and mid market segment. |
| Industry | Any industry with MSP heavy adoption, including IT services, healthcare, professional services and manufacturing. |
| Current security | SonicWall firewalls, SSL VPN, Capture Client or SES EDR, Cloud Secure Edge and possibly SonicWall MSS or MXDR. |
| IT maturity | MSP1 or early MSP2, feeling pain but not yet replatformed. |
| Mindset | Frustrated with SonicWall incidents, complexity, OEM dependency and price increases. |
| Channel alignment | Buys through MSPs or resellers, not directly from security vendors. |
Sales Plays
Goal
Displace SonicWall within existing WG partner estates by offering a cleaner, consolidated platform with Firebox + FireCloud + EPDR + AuthPoint + ThreatSync.Target
- WG partners who listed SonicWall in surveys
- Partners supporting SMA 100 / SSL-VPN
- Partners renewing Gen 6/6.5
- Partners struggling with SonicWall endpoint pivots
Opener
Builder
- Share “When Firewalls Age Out” webinar
- Share upcoming “Why Switch from SonicWall” Jan webinar
- Use SSL-VPN/Backup/Price Increase internal carousels
- Share Firebox vs SonicWall competitive book
Closer
- 25% new-logo promo
- FireCloud-for-a-penny bundles
- FlexPay no-overlap billing
- NFR hardware availability
Outcome
Partner modernizes security stack on WG Cloud, reducing tickets, incident noise, VPN exposure, and operational overhead.Goal
Recruit SonicWall MSPs into WatchGuardONE and convert their estate during renewals or SMA/VPN pain.Target
- SonicWall firewall sellers
- MSPs using Capture Client or SES
- Partners with SMA/SSL-VPN exposure
- Partners facing 20% renewal increases
Opener
Builder
- Share the Akira/Lifecycle webinar
- Promote upcoming Jan “Why Switch” webinar
- Position WG Cloud as single-pane MSP platform
- Highlight OEM-free endpoint + identity + ZTNA
Closer
- 25% promo
- Status-match to Gold
- NFR hardware
- FlexPay for easy migration
Outcome
New SonicWall MSPs join WGONE and deploy Firebox + FireCloud + EPDR + AuthPoint.Why Now: SonicWall’s 2025 Crisis
Four major events in 2025 created structural partner fatigue. These events hit SonicWall partners in rapid succession and changed how they perceived the reliability of SonicWall's technology, support and roadmap.
1. Multi Month SMA and SSL VPN Exploitation Crisis
What happened:
- Fully patched and end of life SMA 100 appliances were actively exploited for several months.
- Threat actors, including UNC6148 and Akira linked ransomware groups, targeted SonicWall VPN infrastructure.
- Exploitation likely included credential theft, one time password seed theft and MFA bypass techniques.
- Multiple vulnerabilities were chained to achieve remote code execution and session hijacking.
- CISA and other agencies issued warnings about active exploitation against SonicWall appliances.
Operational impact on MSPs:
- Weekly cycles of SSL VPN policy resets, password resets and MFA hardening.
- Late night and weekend war room calls to analyze logs and investigate suspicious activity.
- Client escalations about why patched systems were still exposed to exploitation.
- Internal teams forced to prioritize SonicWall incidents over standard service delivery.
External Analysis & Incident Reports (Internal-Only)
These articles provide deeper analysis of the sustained SonicWall SSL-VPN and SMA exploitation campaigns. For internal enablement only — do not send directly to partners.
2. MySonicWall Cloud Backup Breach
What happened:
- SonicWall confirmed unauthorized access to configuration backups stored in its cloud backup system.
- These backups included firewall policies, VPN configuration secrets and administrative credentials.
- Partners were forced to rotate credentials and secrets across many tenants.
External Coverage of the MySonicWall Cloud Backup Breach (Internal-Only)
These reports provide deeper context into the cloud-backup breach, including the revised scope (“all backup customers affected”), attribution details, and implications. Use for internal understanding only.
3. SonicWall’s Rebuild During Crisis and Price Increases
A mid crisis rebuild caused significant partner friction:
- A new Service Provider Plan launched while MSPs were still handling incident fallout.
- A new Managed Security Services division was created in the same timeframe.
- The stack felt disconnected, combining CSE, Capture Client, SES EDR and MSS workflows.
Endpoint strategy confusion:
- Capture Client is a SentinelOne OEM product and requires separate processes and migration overhead.
- The new SES EDR appears to be Falcon based, which adds a second OEM agent to the ecosystem.
- MDR requires portal migration and process changes.
- Partners had to rebuild scripts, automation and operations.
Price increases at the wrong time:
- Gen 6 and Gen 6.5 renewal SKUs increased by up to 20% on May 1, 2025.
- Partners perceived that they were paying more during the most difficult year in recent memory.
External Coverage of SonicWall’s May 2025 Price Increases (Internal-Only)
These articles confirm SonicWall’s May 1, 2025 price increases — notably the up to 20% rise on all Gen 6/6.5 renewal SKUs — and reflect strong partner frustration. Use internally to support competitive positioning.
4. Structural Partner Fatigue
Individually, each incident strained partners. Combined, they created deep structural frustration that remains today.
- Loss of client trust due to recurring SonicWall related incidents.
- Loss of weekends to repeated emergency response cycles.
- Loss of margin because emergency work could not be fully billed.
- Loss of confidence in SonicWall’s engineering velocity, roadmap and QA.
SonicWall Architectural Weaknesses
Even without the issues of 2025, SonicWall partners would still be considering alternatives because the underlying architecture no longer matches how organizations work. This section provides field ready technical points that explain why SonicWall struggles to meet modern requirements.
Weakness 1: SSL VPN Is the Primary Remote Access Model
Overview:
SonicWall remote access is still based on SSL VPN delivered through the firewall. This model creates inherent risk because VPN endpoints are among the most attacked surfaces on the internet.
- SSL VPN remains one of the most targeted initial access vectors for ransomware operators.
- SonicWall requires open inbound listener ports on the firewall, which attackers continuously probe and attempt to exploit.
- A successful SSL VPN exploit provides access to the management plane, which allows modification of policies, NAT rules and access control.
- VPN sessions typically drop users into broad internal networks that contain high value protocols such as RDP and SMB.
Partner impact:
- Constant tuning of SSL VPN policies and MFA requirements.
- High incident load caused by attempted credential stuffing and brute force attacks.
- Difficulty maintaining secure remote access without disrupting end users.
Weakness 2: SonicWall Is Blind When Users Are Off VPN
Overview:
SonicWall’s visibility depends on network traffic passing through the firewall. In a remote first world, most traffic bypasses the firewall entirely, which means SonicWall cannot see or control SaaS or web activity.
- Remote workers on home WiFi, hotels or mobile networks operate outside SonicWall inspection.
- Cloud applications such as Microsoft 365, Google Workspace and Salesforce do not traverse the SonicWall appliance.
- SonicWall cannot enforce URL filtering, application controls, SaaS policies or DLP when users are off network.
- Modern attacks such as token theft, cookie replay and adversary in the middle phishing live inside browser and SaaS workflows, not at the network boundary.
Partner impact:
- Difficulty tracking SaaS access behavior, especially when users work remotely.
- No inspection of outbound web traffic unless users manually connect to VPN.
- Increased risk of account takeover and business email compromise.
Weakness 3: No Visibility Into Internal Networks and Lateral Movement
Overview:
Most modern attacks succeed inside the network after initial access. SonicWall has minimal insight into internal device behavior, east west traffic or lateral movement.
- IoT and OT devices such as printers, cameras, phones, badge readers and manufacturing equipment cannot run endpoint agents.
- These devices often run outdated or unknown firmware, and they frequently sit on flat networks.
- Internal protocols such as SMB, RDP and proprietary OT traffic rarely pass through SonicWall appliances.
- Once an attacker is inside, lateral movement does not trigger SonicWall inspection.
Weakness 4: Cloud Secure Edge ZTNA Is Complex and Rarely Adopted
Overview:
SonicWall markets Cloud Secure Edge as its ZTNA solution, but most MSPs find it difficult to deploy and manage, which results in limited real world adoption.
- CSE requires connector deployment, routing updates and additional firewall policy changes.
- Management occurs in separate consoles with different configuration workflows.
- CSE is not directly integrated with SonicWall's endpoint agents.
- MSPs often revert to VPN because the ZTNA stack adds complexity without clear operational benefits.
Weakness 5: HTTPS Inspection Rarely Functions as Intended
Overview:
More than 90% of traffic is encrypted. SonicWall requires complex certificate and SNI configurations for decryption, which frequently break applications and result in MSPs disabling inspection.
- Decryption requires distribution and trust of CA certificates on every endpoint.
- MSPs must tune SNI and bypass lists for compatibility, which becomes costly.
- Inspection frequently breaks business applications, forcing MSPs to disable it.
- SonicWall often ends up providing only basic stateful filtering rather than deep inspection.
Weakness 6: OEM Endpoint and Fragmented Telemetry
SonicWall's endpoint offerings rely on OEM products. Capture Client is a SentinelOne OEM product and SES EDR appears to be based on Falcon. This results in multiple agents, portals and telemetry silos, which prevents unified detection and response.
- There is no single SonicWall agent that unifies network, identity, ZTNA and endpoint signals.
- MDR teams must manually combine data across consoles, slowing response.
- OEM licensing and roadmap dependencies limit SonicWall’s XDR capabilities.
Weakness 7: SonicWall MDR Response Is Slower and Less Coordinated
Effective MDR requires unified telemetry across all layers and the ability to take fast automated action. SonicWall's MDR is slowed by fragmented data sources and limited cross control orchestration.
- MDR analysts must pull endpoint data from OEM consoles and firewall logs from separate systems.
- Lack of a unified agent slows triage.
- Response actions such as account disable, device isolation or flow blocking require manual steps.
- SonicWall struggles to deliver sub ten minute containment.
Weakness 8: SonicWall Still Thinks in Terms of Firewall First
SonicWall's architecture assumes the firewall is the core of the environment. Modern environments center on users, identity, SaaS, remote work and distributed devices that may never cross the firewall.
- Users work remotely and applications live in SaaS environments.
- IoT, OT and BYOD devices expand the internal attack surface dramatically.
- Attackers rely on identity compromise and lateral movement rather than perimeter attacks.
- SonicWall relies on the firewall being in the path, which is not realistic today.
WatchGuard vs SonicWall: Platform and Economics
SonicWall's architecture is based on firewalls, VPNs and OEM endpoint products. WatchGuard provides a unified security platform that combines endpoint, identity, network, ZTNA, SSE and XDR under one operational model.
| SonicWall | WatchGuard |
|---|---|
|
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Resources
On-Demand Webinar
“When Firewalls Age Out: What the Akira Attack Can Teach Us About Lifecycle Security”
Hosted by Field CTO Adam Winston.
443 Podcast: What We Know About the SonicWall SSL-VPN Attacks
This episode dives into the changing cybersecurity landscape, the implications of firewall-age and SaaS-first architectures, and how MSPs can leverage unified security platforms to reduce risk and improve margin.
In this discussion, Mark and Corey explore how legacy firewall-centric security models are being challenged by remote teams, cloud-native applications, and lateral movement inside networks. They reference recent events (such as SSL-VPN exposures and cloud backup breaches) and discuss how MSPs can position themselves more competitively by adopting unified, platform-based solutions rather than piece-by-piece architectures.
Firebox vs SonicWall Competitive Book
This document is a comprehensive competitive book comparing WatchGuard Firebox appliances to SonicWall’s tabletop and rackmount product lines, intended for internal and partner audiences. It establishes WatchGuard’s core positioning, emphasizing better price-performance, unified cloud management, simpler licensing and stronger encrypted-traffic throughput. It contrasts these strengths against SonicWall’s fragmented bundles, OEM dependency and higher pricing.
- Side-by-side product comparisons and performance tables
- Encrypted throughput and inspection benchmarks
- Pricing contrasts with SonicWall’s complex, add-on-heavy bundles
- Discovery questions and objection-handling guidance
- Recommended talk tracks and competitive landmines to avoid
- Highlights WatchGuard advantages such as ThreatSync XDR correlation, Total MDR integration and multi-tenant cloud management
Additional Reading (Internal PDFs)
These internal SonicWall documents provide deeper context on the warranty program and its operational requirements. They should not be shared externally, but they help CAMs/CDMs understand how to position WatchGuard effectively.
Internal-only document detailing the specific incident categories, definitions, eligibility conditions and payout caps included in SonicWall’s cyber warranty.
Explains how SonicWall’s firewall warranty program works, including configuration obligations, geographic restrictions, audit requirements and renewals. Useful for CAMs/CDMs to understand how to position WatchGuard against SonicWall’s warranty influenced pricing model.
Competitive Intelligence Resources
All competitive intelligence content is published in the CI Hub in SharePoint or the Competitive Intelligence Portal. These resources include playbooks, product comparisons, competitive takedown guides, positioning frameworks and more.
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CI Hub:
https://wgt.sharepoint.com/sites/WCI -
Competitive Intelligence Portal:
https://watchguard.widencollective.com/portals/znvees2n/CompetitiveIntelligence
Firebox Campaign Kits
These campaign kits contain ready-to-use competitive assets, messaging and sales enablement material.
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Firebox Tabletop Campaign Kit:
https://watchguard.widencollective.com/portals/lvzseyew/FireboxTabletopFirewalls -
Next-Gen Firebox Rackmount Campaign Kit:
https://watchguard.widencollective.com/portals/x40ire6g/FireboxRackmountFirewallsMCK
SonicWall Cyber Warranty: What Partners Need to Know
SonicWall frequently advertises its cyber warranty as a differentiator, but the benefit is limited and difficult for MSPs to qualify for. Many partners misunderstand what the warranty is, how it works, or what is actually covered.
What the Cyber Warranty Actually Is
Overview:
- The cyber warranty is not insurance. It is a limited warranty tied to specific service bundles.
- Coverage applies to a narrow list of incidents such as ransomware, business email compromise, limited regulatory fines and partial business interruption.
- Payouts typically range from fifty thousand to two hundred fifty thousand dollars per category.
- Only one qualifying event per customer per year is allowed.
The warranty is not a comprehensive risk transfer program. It is an incentive mechanism tied to tightly defined conditions.
Strict Requirements MSPs Must Meet
To file a valid claim, MSPs must maintain perfect compliance with a long list of technical conditions. These are detailed in a twenty eight page document and include:
| Category | Requirement |
|---|---|
| Firmware | All appliances must be on the latest approved firmware at all times. |
| Security Services | Gateway AV, anti spyware, intrusion prevention, botnet filtering and geo IP filtering must be enabled and properly configured. |
| Access Control | Strict SSL VPN, IPsec and CSE ZTNA configurations with MFA applied consistently. |
| Geo Restrictions | Blocking of most global regions except a predefined list of approved countries. |
| Evidence & Logging | Regularly exported audit logs, system logs, and tech support report snapshots must be available for review. |
| Cloud Backup | SonicWall cloud backup must be enabled and maintained, even though this service was compromised in 2025. |
Why Claims Rarely Pay Out
- MSPs often struggle to maintain full compliance across all tenants.
- Evidence requirements are extensive and must be retained in the correct format.
- SonicWall retains full discretion to approve or deny claims.
- Real world MSP feedback indicates that successful claims are uncommon.
The Hidden Cost, Significant Price Inflation
SonicWall includes its cyber warranty only in certain service bundles such as Managed Protection and Advanced Protection. These bundles are significantly more expensive than previous licensing tiers.
- Price increases of 175-215% are common for eligible SKUs.
- The cost is not tied to enhanced security features but to the warranty itself.
- Most MSPs never claim the benefit yet pay the increased cost every renewal cycle.
WatchGuard Positioning Against the Warranty
WatchGuard focuses on reducing risk through unified security, automated detection and fast response rather than offering a narrowly scoped warranty with strict conditions.
- No hidden warranty premiums are included in licensing.
- Total Security Suite provides comprehensive UTM and XDR capabilities.
- ThreatSync reduces incident probability through coordinated response.
- Total MDR offers continuous detection and response rather than reimbursement.
- FlexPay aligns with MSP billing practices and supports cash flow.
Market Opportunity and TAM
Total Addressable Market
- More than 120K SonicWall firewalls are active globally.
- 40-60% of these devices are managed by MSPs.
- 20-30K will be renewing through 2025/2026.
- Gen 6 and 6.5 appliances are aging and approaching end of life.
These factors, combined with SonicWall's trust challenges, create predictable switching windows that are ideal for WatchGuard competitive displacement.
Regional Switching Hotspots
- North America: Largest concentration of SonicWall MSPs and greatest exposure to twenty twenty five incidents.
- United Kingdom and Ireland: Dense SonicWall reseller presence and high adoption among SMBs.
- DACH: Conservative buyers with decreased trust in SonicWall.
- Latin America: Flexible MSP billing and lower cost of ownership is attractive in this market.
- Australia and New Zealand: Rapid consolidation trends create strong replatforming opportunities.
WatchGuard Capture Potential
- Even a 5% displacement translates to several thousand devices and millions in recurring revenue.
- Attachment opportunities across FireCloud, EPDR, AuthPoint and MDR multiply revenue per partner.
- Customer acquisition cost is lower because partners already have switching intent.
Conversation Starters and Competitive Talk Tracks
Conversation Starters
Lightning One Liners
- If users are not on SonicWall VPN, SonicWall is not protecting anything.
- SonicWall cannot stop session hijacking and cookie theft, FireCloud can.
- Most SonicWall firewalls do not decrypt traffic because certificate setup is difficult.
- SonicWall has minimal visibility into IoT, OT and flat networks, which is where attackers frequently move.
- CSE ZTNA is available but rarely deployed successfully.
- SonicWall MDR rarely achieves fast containment, WatchGuard targets minutes.
- SonicWall is firewall first, WatchGuard is platform first.
30, 60 and 90 Day SonicWall Takeout Motion
First 30 Days, Stabilize and Prove Value
- Run a risk workshop covering SSL VPN incidents, cloud breach exposure and SaaS blind spots.
- Deploy a no cost pilot that includes Firebox, FireCloud, EPDR, AuthPoint and ThreatSync.
- Provide a twenty four hour incident playbook to show measurable improvements in response efficiency.
Next 60 Days, Migrate Noisy and Exposed Clients
- Target clients who rely heavily on SSL VPN or who experienced recent SonicWall related issues.
- Use FlexPay to avoid double billing during transitions.
- Begin retiring VPN in favor of FireCloud ZTNA.
- Deploy MDR to reduce after hours escalations and security noise.
By 90 Days, Standardize and Scale
- Create a standard MSP security catalog that includes:
- Firebox for network security
- FireCloud for SSE and ZTNA
- EPDR for endpoint protection
- AuthPoint for identity and MFA
- ThreatSync and MDR for XDR and response
- Use NFR, MDF and SPIFFs to encourage sales teams to drive SonicWall switch out campaigns.
Conclusion: Change Creates Opportunity
The events of 2025 changed partner sentiment toward SonicWall and created a window for competitive displacement. SonicWall’s firewall and VPN centric architecture does not align with modern requirements.
- Consolidated platforms reduce complexity and improve margin.
- Unified telemetry and automated detection reduce incident response effort.
- WatchGuard provides complete visibility across endpoint, identity, network, ZTNA and cloud workflows.
- MSPs can scale their security practice without scaling headcount.