A better RMR: ‘AI allows integrators to move from reactive maintenance’

DENVER—Artificial intelligence (AI) fuels recurring monthly revenue (RMR) opportunities, experts say, turning it into the foundation for predictable growth, operational stability and higher valuations for systems integrators. 

That was the core message from Joelle Grunblatt, COO of Ai‑RGUS, and Jamie Vos, president of Security Solutions Northwest, during a recent session at PSA TEC. 

“AI allows integrators to move from reactive maintenance to proactive service,” Grunblatt said. “One technician can oversee many more systems when automation is doing the heavy lifting.” 

From project-based work to service models 

Grunblatt explained that many integrators are still rooted in project-based models -  install, invoice and move on - resulting in revenue spikes followed by gaps. High-quality RMR, she said, smooths those cycles while embedding the integrator deeper into the customer’s operations. 

She outlined four primary RMR models available to integrators: 

• Managed services such as remote diagnostics and monitoring; 
• Maintenance plans covering software updates and system health checks; 
• Subscription-based solutions, including analytics and AI-driven platforms; and 
• Retainer agreements that provide dedicated support hours or priority access. 

“The shift starts with mindset,” Grunblatt said. “Instead of asking, ‘What can we install?’ integrators should be asking, ‘How do we ensure this system performs continuously?’ Every installation should have a service pathway attached to it.” 

High-value RMR vs. low-value RMR 

Not all RMR, however, is created equal. Grunblatt warned against low-value models such as unlimited break-fix agreements or generic maintenance plans that compress margins and overwhelm service teams. 

“I’ve seen companies offer unlimited support for a flat fee, only to find that a few heavy-use clients consume all their operational capacity,” she said. “High-value RMR defines scope, includes service-level agreements and creates clear upside.” 

Stability and value 

Vos, a longtime industry veteran, said during the 2008 financial crisis, recurring revenue provided stability when credit tightened unexpectedly. 

“Recurring revenue can literally save a company,” he said. “You don’t know what’s around the corner, so you need predictable cash flow that keeps the lights on during tough times.” 

Vos also highlighted how RMR directly impacts valuation. Citing his own experience selling his business, he said companies with a higher percentage of recurring revenue typically command stronger EBITDA multiples during acquisition talks. 

Building long-term resilience 

For integrators, AI-enabled RMR isn’t just another add-on – it’s a pathway to deeper customer relationships, stronger margins and long-term business resilience. 

“This is about building a business that works for you long term, not one that resets every time a project ends,” Grunblatt said.