Techniques are disclosed for implementing dynamic endpoint management. In accordance with one embodiment, whenever an endpoint joins a managed network for the first time, or rejoins that network, a local security module submits a list of applications (e.g., all or incremental) to a security server. The server validates the list and sends back a rule set (e.g., allow/block rules and/or required application security settings) for those applications. If the server has no information for a given application, it may further subscribe to content from a content provider or service. When the server is queried regarding an unknown application, the server sends a query to the service provider to obtain a trust rating for that unknown application. The trust rating can then be used to generate a rule set for the unknown application. Functionality can be shifted from server to client, and vice-versa if so desired.