Pinar Ormeci, CEO of Lexful For MSPs, documentation is essential. But it’s also one of the hardest parts of running a service business. Inaccurate, outdated, or inaccessible documentation slows teams down, increases onboarding time for new technicians, and can even put service quality at risk. That’s the problem Lexful is aiming to solve with a new approach. In this episode, we sit down with Pinar Ormeci, CEO of Lexful, to discuss the company’s new AI-native platform built specifically for managed service providers. Pinar explains how Lexful uses artificial intelligence to capture and organize MSP best practices in real time, making documentation not just a compliance task, but a practical tool that drives efficiency and reduces errors. We also dive into some of the challenges MSPs face when adopting AI tools — like ensuring sensitive client data stays secure and meets regulatory or geographic requirements — and how Lexful addresses these concerns with flexible data residency options. Plus, Pinar shares her thoughts on global expansion, including the Canadian MSP market, and what makes Lexful different from traditional IT documentation tools. Whether you’re looking for ways to improve operational efficiency, reduce technician burnout, or future-proof your MSP business with AI, this conversation offers practical insights and a glimpse at where documentation technology is heading. Tune in to hear Pinar Ormeci explain how AI can transform the way MSPs capture, store, and use the knowledge that keeps their businesses running. Read Full Transcript Hello and welcome to the ChannelBuzz.ca podcast, bringing news and information to the Canadian IT channel for the last 16 years. I’m Robert Dutt, editor of ChannelBuzz.ca, and as always your host for the show. If you’re an MSP, you know that documentation is both critical and, let’s be honest, often a pain. From onboarding new technologies to keeping client procedures up to date, maintaining clean, accurate and accessible documentation can feel like a full-time job and even then it’s rarely perfect. That’s where Lexful comes in. Founded by Pinar Ormeci, Lexful is a new AI-native platform designed specifically for managed service providers. The goal is to make documentation smarter, faster and more useful, not just for the teams doing the work today, but for future technicians, clients and partners. Think of it as giving your organization a digital brain that learns your processes, organizes your best practices and helps your team actually use the documentation you spent so long building. In today’s conversation, Pinar walks us through what makes Lexful different from traditional IT documentation tools, how the platform’s AI assistant Ask Lex works, and how MSPs can balance the need for actionable insights with security and control over sensitive client data. We also talk about global expansion, including Canada, of course, and what it takes to bring AI-powered documentation to MSPs operating in regulated markets or multiple geographies. Whether you’re curious about AI in the MSP workflow, looking for ways to improve operational efficiency, or just interested in the next wave of tools that may be shaping the channel, this episode’s full of insights from someone who’s building a platform designed for exactly that. Grab your headphones and let’s jump into a conversation with Pinar Ormeci, CEO of Lexful. Robert Dutt: Thanks for taking the time. I appreciate you’re joining us to talk a little bit about what’s going on over at Lexful. Pinar Ormeci: Thank you so much for having me, Robert. Robert Dutt: You’re entering a market that MSPs already know well in terms of documentation tools. What was it that was broken enough about the status quo, the situation, that you felt like, “Oh, it’s time to start from scratch with something brand new.” Pinar Ormeci: Yeah, as you can imagine, everything changed with AI, with the advent of AI and the pace of doing things and how MSPs must react and are reacting to an AI-first world even today, and it’s even accelerating as we continue. So as such, we fundamentally believe that the things that worked yesterday will not work today and definitely not tomorrow, right, for the workforce that contains humans and AI agents. So we are the response to a long-standing pain point that the MSPs have when it comes to documenting what they have, finding answers and context when they need, and also having the ability to update that documentation as needed, right? So MSPs, when they’re operating, they’re going 100 miles an hour across clients, across tabs, across tools, and the last thing they need is wasting time trying to find the right answer, right network diagram, trying to see if that’s actually the latest and greatest. And usually that doesn’t happen. There’s a lot of tribal knowledge that lives in the MSPs because they honestly, at some point, stop trusting the data that they have and things start living in their minds. And that’s the reason why we exist. So yes, we are an IT documentation solution, but we are an AI-native platform that is starting with documentation and our goal is to really help MSPs move into knowledge operations, an AI operating layer, where the knowledge becomes autonomous, the outcomes become autonomous, and really the knowledge becomes a living thing. Robert Dutt: Well, let’s start with where you’re at in that regard. From your perspective and from what you were hearing as you were building up Lexful and planning it out, what’s the real cost of bad, outdated, unfindable documentation inside an MSP’s operation? Both in terms of operational stuff for the organization, but also in terms of ability to grow, margins of the business, the experience that technicians have, those kinds of things that are not peripheral, but not right at the center of operations. Pinar Ormeci: Excellent question. And what we say is that MSP documentation as it stands today is really broken. And ultimately, this is an economic problem. This is not a technical problem in the sense that it costs MSPs real margin. And how does that happen? So today, documents become stale as soon as they are written. Technicians waste hours collectively trying to find the right information, and manual updates really don’t scale. So what this ends up resulting in is missed signals, right? So you don’t act when you should be acting. You don’t find answers as fast as you could. Your technicians get burned out because literally after five, ten minutes of searching and not being able to find what they need, technicians go to other technicians. So everybody’s pinging each other, disrupting. So there’s also a lot of context switching. And this results in errors where you’re trying to solve different clients’ problems. And ultimately and fundamentally, this really results in eroding client trust and churn, right? So we see this documentation problem not as a technical problem, but fundamentally an economic problem that has real impact on the bottom line of the MSPs. And also their top line, because knowledge is also critical, Robert, for AI agents, for workflows. Your AI workflow or your agentic workforce is only as strong as the data that they rely on. So if you have a bunch of unstructured data lying around across different tools and you have no clue how stale or up to date they are, your agents won’t be as useful as they could be. So we are approaching the problem on both sides, both reducing your costs and increasing your margins, but also really preparing you for the agentic workflow and also AI-driven new revenue streams. Robert Dutt: You’ve positioned Lexful as an AI-native platform rather than a traditional documentation tool with AI built in, strapped on, however you want to phrase that. What does that mean in practice for an MSP that’s using Lexful on a day-to-day basis as opposed to using traditional documentation tools or methodologies? Pinar Ormeci: Sure. Legacy documentation tools were built in a different era, right? Before AI existed, they really depended on manual entry, keyword search, and they’re optimized for storage really, not to be an operational workhorse. Not for knowledge operations, where you’re able to put data to work for you 24/7. So our goal with Lexful is to move from this world of scattered docs and tribal knowledge to a unified AI-native platform that delivers the right solution to the right technician, anchored to the right context, to the right client, instantly. So this is how this looks in real life. Let’s say that you’re using a legacy documentation tool and you say, “Hey, I’m going to give Lexful a go. I want to try it.” By the way, you can have a completely free trial where you get to use the full functionality of Lexful in parallel to your existing tool. So there’s no risk. We call it migration without mayhem. So if you don’t like it, no feelings hurt. You can always continue with your existing platform. But this is how it looks. The first thing that we do is we migrate all your existing documentation. That means including your SOPs, onboarding guidelines, runbooks, what have you, your MSP-specific documentation, plus all your client assets and passwords and their documents into the Lexful schema. And while we are doing that, we transform that data into context, relationships, assets. So everything becomes structured so that AI can operate seamlessly and securely, very fast, within the guardrails that we put. So that’s fundamentally different than bolting AI into the scattered docs that are unstructured and expecting much from that AI agent. Before we even migrate the documents, Robert, what we’ve done is we completely context-engineered an LLM model to live in the MSP space. So you have this, let’s say, AI technician now that has access to all your data. And the things that you can do with this