SimpliSafe
SimpliSafe is a Boston-based, privately held (GTCR-owned) home and small-business security company that designs and sells modular DIY wireless alarm systems, cameras, and smart locks backed by 24/7 professional monitoring and AI-powered Active Guard Outdoor Protection, serving more than 6 million people across the U.S. and U.K.
- Company typePrivate
- Founded2006
- HeadquartersBoston, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What SimpliSafe does
SimpliSafe, Inc. is a Boston, Massachusetts-based home and small-business security company that designs, engineers, and sells a modular, wireless, DIY-installed security platform protecting more than 6 million people across the United States and the United Kingdom. The system centers on a Base Station hub that pairs with a portfolio of peel-and-stick sensors (entry, motion, glassbreak, smoke, carbon monoxide), a Smoke & CO Alarm Listener, an integrated Smart Lock, an indoor camera with a hardware privacy shutter, an Outdoor Security Camera Series 2 with computer-vision human/vehicle/animal detection, and a Video Doorbell Pro — sold individually or as pre-bundled packages (The Starter, The Lighthouse, The Beacon). Connectivity runs over Wi-Fi with cellular failover and up to 24 hours of battery backup; the system is backed by 24/7 professional monitoring from a UL AVS-01-certified monitoring center in Richmond, Virginia.
The company's most differentiated technical layer is Active Guard Outdoor Protection, launched in October 2024, which pairs AI-driven outdoor-camera detection with live monitoring agents who can speak through the camera, sound sirens, trigger the spotlight, and request priority police dispatch with video verification within roughly 30 seconds. AI modalities span computer vision on outdoor video streams, acoustic pattern recognition in glassbreak sensors, and autonomous-agent-style workflows at the monitoring center. SimpliSafe has assembled an IP portfolio of more than 30 acquired patents (March 2025), operates a public bug bounty program (November 2025), and is a member of the LOT Network for patent-troll defense.
SimpliSafe generates revenue through a mix of one-time hardware sales (equipment packages from approximately $125 to $367, with frequent 50–70% promotional discounts) and recurring monthly professional monitoring subscriptions priced from roughly $23 to $80 per month across Pro, Pro Plus, Pro Business, and Pro Plus Business plans, with the Fast Protect premium tier at $29.99/month; a free self-monitoring tier retains basic alarm functionality. Distribution is omnichannel: a direct-to-consumer e-commerce storefront at simplisafe.com (and simplisafe.co.uk for the U.K.), phone-based inside sales (1-833 numbers, 8am–10pm ET), major U.S. retail including Best Buy, Affirm buy-now-pay-later financing at checkout, and — new in September 2025 — a Professional Installation Channel via integration partners debuted at CEDIA Expo 2025. The customer base skews residential (homeowners, renters, seniors, pet owners, urban residents) with a newly launched small and medium-sized business suite addressing SMB security needs. The company is privately held under private equity owner GTCR following its November 2025 acquisition from Hellman & Friedman, with co-founders Chad and Eleanor Laurans remaining as investors and board members and a refreshed C-suite installed in late 2025 and mid-2026.
SimpliSafe firmographics
Firmographics- Name
- SimpliSafe
- Legal name
- SimpliSafe, Inc.
- Website
- https://simplisafe.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- SimpliSafe is a Boston-based, privately held (GTCR-owned) home and small-business security company that designs and sells modular DIY wireless alarm systems, cameras, and smart locks backed by 24/7 professional monitoring and AI-powered Active Guard Outdoor Protection, serving more than 6 million people across the U.S. and U.K.
- Ownership category
- akta.pro rank
SimpliSafe industry classification
Industry- Product category
- Home Security Systems
- NAICS
- Current-Carrying Wiring Device Manufacturing (335931), Telephone Apparatus Manufacturing (33421)
- SIC
- Services-Telephone Interconnect Systems (7385)
- akta.pro primary industry
- Residential Security System Installation (Wired/Wireless) (HSAHABAA)
- akta.pro secondary industries
- Residential CCTV & Door/Perimeter Surveillance Packages (HSAHACAH), Video Doorbell & Intercom Monitoring Services (HSAHAAAH), Wireless/Smart Connected Fire & CO Detection (App Alerts, Smart Integration) (HSAHAFAH)
Keywords
Where SimpliSafe is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Markets served
SimpliSafe business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Hardware Sales: One-time purchase of SimpliSafe security equipment (base station, sensors, cameras, doorbells, smart locks) via simplisafe.com or retail partners like Best Buy. Equipment packages start around $125-$250.96 with refurbished options available.
- Professional Monitoring Subscriptions: Recurring monthly subscriptions under Pro, Pro Plus, Pro Business, and Pro Plus Business plans (~$23 to $80 per month) for 24/7 professional monitoring services, including Active Guard Outdoor Protection. Free first month with qualifying purchases. No contracts, cancel anytime.
- Self-Monitoring (Free App): Customers can opt for self-monitoring with no monthly fees using the SimpliSafe mobile app, retaining core alarm functionality without professional response services.
- Professional Installation Services: Professional installation services offered via SimpliSafe's pro channel (launched at CEDIA Expo 2025) and through integration partners for residential and business customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monitoring plans range from $1.10 to $2.66 per day |
| Subscription | Monthly | Flexible monitoring plans ranging from $23 to $80 per month |
| Subscription | Monthly | Free unmonitored to $29.99 per month Fast Protect |
| Unit Pricing | Pay-as-you-go | Starter Kit at $141 (down from $282); Beacon at $367 (down from $734) during 50% promo |
| One time/ perpetual license | Pay-as-you-go | Equipment packages starting at $250.96 |
| Other | Monthly | Affirm buy-now-pay-later financing at checkout |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels8 records
SimpliSafe product offering
Product offeringCore offering
SimpliSafe designs, manufactures, and sells wireless DIY-installed home security hardware — base stations, entry/motion/glassbreak sensors, smoke and CO detectors, indoor and outdoor cameras, video doorbells, and smart locks — bundled into pre-configured packages or built to order. The hardware is paired with optional subscription-based 24/7 professional monitoring services, including the AI-and-human Active Guard Outdoor Protection, and is sold direct-to-consumer as well as through retail and a recently launched professional installation channel for residential and small business customers in the U.S. and U.K.
Product overview
SimpliSafe delivers a modular, DIY-installed home (and small-business) security platform rather than a single product. The SimpliSafe Base Station is the central hub, paired wirelessly with a portfolio of add-on modules — Entry Sensors, Motion Sensors, Glassbreak Sensors, Smoke and CO Detectors, the Smoke & CO Alarm Listener, Panic Button, and 105 dB Extra Siren — and three integrated camera/lock devices: the Outdoor Security Camera Series 2, the Smart Alarm Wireless Indoor Camera (with privacy shutter), and the Video Doorbell Pro, plus the Smart Lock Series 2. The platform is offered either through three pre-bundled packages (The Beacon / Outdoor Elite, The Lighthouse / Outdoor Basic, The Starter / Indoor Basic) or built to order via the "Build My System" tool. All of this is managed through the SimpliSafe Mobile App and backed by 24/7 Professional Monitoring, including the AI-and-human Active Guard Outdoor Protection service for proactive outdoor deterrence, and the Anti-Theft Guarantee subscriber benefit. A separate Business Security suite (with Pro Business / Pro Plus Business monitoring plans) extends the same platform to small and medium businesses, and a new Professional Installation Channel extends the full product suite to pro-installed residential and commercial customers.
Differentiator
Problem solved
Functional benefit
Brands
- SimpliSafe Active Guard Outdoor Protection: AI-powered outdoor cameras combined with live monitoring agents intended to deter crime before it happens; offered as part of select professional monitoring plans.
- SimpliSafe Anti-Theft Guarantee Program
Products and services
- The Beacon (Outdoor Elite Package) SimpliSafe's top-tier pre-bundled residential package, configured around outdoor protection with the Outdoor Security Camera Series 2 and a curated set of sensors for whole-home coverage; targeted at homeowners seeking an all-in-one starter system.
- The Lighthouse (Outdoor Basic Package) Mid-tier pre-bundled residential package focused on outdoor entry-point protection, with cameras and sensors curated for smaller homes or apartments; sold to homeowners and renters.
- The Starter (Indoor Basic Package) Entry-level pre-bundled residential package focused on indoor protection for apartments and small spaces; expandable with add-on sensors and cameras; targeted at renters and budget-conscious homeowners.
- SimpliSafe Outdoor Security Camera Series 2 1080p HD wireless outdoor camera with 140-degree ultra-wide field of view, digital zoom, full-color night vision, AI-powered human/vehicle/animal detection, and integration with Active Guard Outdoor Protection; magnetically or permanently mountable with rechargeable battery, optional outdoor power cable, or solar panel.
- Smart Alarm Wireless Indoor Camera Wireless indoor camera with an integrated privacy shutter that allows Active Guard monitoring agents to help stop crime in real time on select professional monitoring plans; sold as an add-on to SimpliSafe systems.
- SimpliSafe Smart Lock Series 2 Smart lock that integrates with the SimpliSafe system for remote locking/unlocking and entry-event awareness; sold as an add-on module.
- SimpliSafe Video Doorbell Pro Wired video doorbell that integrates with the SimpliSafe system, providing live streaming, two-way audio, and the ability to see and interact with visitors from the mobile app.
- SimpliSafe Active Guard Outdoor Protection AI-powered proactive monitoring service that pairs the Outdoor Security Camera Series 2 with live monitoring agents who can see, speak, sound the siren, trigger the spotlight, and request priority police dispatch with video verification of a crime in progress, generally within 30 seconds of detection; requires select professional monitoring plans.
- 24/7 Professional Monitoring Subscription-based professional monitoring service from SimpliSafe's UL-certified monitoring centers (including the Richmond, VA center) covering burglary, smoke, CO, water, and temperature alarms; cellular backup and 24-hour battery backup are included with no long-term contracts.
- Glassbreak Sensor Wireless acoustic sensor that detects the distinct sound of shattering glass from up to 20 feet away and triggers the alarm when the system is armed; sensitivity adjustable in three levels; designed for standard glass, not tempered/laminated/shatterproof glass.
- Panic Button Wireless single-button device that instantly triggers the alarm when pressed; on professional monitoring plans the monitoring center calls the premise and dispatches police if the safe word is not given; configurable for audible or silent alarms and for medical alerts.
- Smoke & Carbon Monoxide Alarm Listener Acoustic listener that turns existing UL-listed smoke and CO detectors into 24/7 professionally monitored devices, eliminating the need to replace currently installed detectors.
- SimpliSafe Business Security Security solutions tailored for small and medium-sized businesses, including AI-powered cameras, 24/7 monitoring, four monitoring plans (Pro Business / Pro Plus Business), multi-camera streaming, customizable systems, and an Anti-Theft Guarantee; plans sold exclusively online.
Quantifiable outcome
- 23% increase in leads and 31% increase in website visits during Roku/iSpot early test campaign
- +5 more outcomes
Companies that use SimpliSafe
Customer profileNamed customers4 records
Segments7 records
Ideal customer profiles2 records
SimpliSafe technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability7 records
Feature9 records
SimpliSafe partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- CEDIA Expo 2025 (Professional Integrators)flagshipSimpliSafe debuted its Professional Installation Channel at CEDIA Expo 2025 in Denver, partnering with professional integrators to expand access to AI-powered security products and proactive monitoring. Scott Bruan, SimpliSafe's Chief Growth Officer, emphasized the partnership as a growth opportunity for installers.
- Hippo InsurancecoreSimpliSafe formed a strategic partnership with Hippo Insurance, cited as a notable strategic partnership alongside ADT's HHHunt collaboration in the home security systems market.
- Roku (iSpot Outcomes at Scale)coreSimpliSafe was the early-testing advertiser for Roku's first-of-its-kind integration with iSpot's Outcomes at Scale product. Early testing demonstrated a 23% increase in leads and 31% increase in website visits, validating the outcome-based CTV advertising approach.
- Bug Bounty Program (Security Researchers)coreSimpliSafe operates a public bug bounty program launched November 2025 to crowdsource vulnerability discovery and safeguard data privacy and system security.
Scale indicators12 records
Recent moves7 records
Expansion highlights7 records
SimpliSafe competitors and assessment
Company assessmentDirect peers
- Ring (Amazon): Ring is Amazon's DIY home security brand offering video doorbells, outdoor/indoor cameras, and alarm systems with optional professional monitoring — directly competing with SimpliSafe's DIY wireless security platform on hardware, price, and pro-monitoring tiers.
- Vivint Smart Home: Vivint offers professionally installed smart home security systems with cameras, smart locks, and 24/7 monitoring — overlapping SimpliSafe's SMB/residential security suite and competing most directly in the new Professional Installation Channel SimpliSafe launched at CEDIA Expo 2025.
- Arlo Technologies: Arlo is a consumer-focused wireless smart security camera company (doorbells, outdoor, floodlight cameras) with optional AI-powered subscriptions. Arlo competes directly with SimpliSafe's Outdoor Security Camera Series 2 and indoor camera lineup on hardware specifications and AI detection features.
- Frontpoint Security: Frontpoint is a smaller DTC DIY home security provider with cellular-backed wireless systems and professional monitoring. Closely comparable to SimpliSafe on no-contract DIY model and target residential customer profile, though with significantly smaller scale.
- Brinks Home: Brinks Home provides professionally monitored residential security systems (with DIY options) under multi-year contracts, competing with SimpliSafe on intrusion detection, life-safety sensors, and 24/7 monitoring across the U.S. market.
Broad incumbents
- ADT Inc. ADT is the largest U.S. residential security provider with professionally installed systems and 24/7 monitoring under multi-year contracts. SimpliSafe explicitly positions its no-contract DIY model against ADT, and ADT's broader portfolio overlaps SimpliSafe's core intrusion and life-safety offerings.
- Google Nest (Nest Secure / Nest Cams): Google's Nest line offers DIY smart-home cameras, doorbells, and (historically) security alarm systems integrated with Google Home — competing with SimpliSafe on smart-home-integrated residential security, though Nest lacks a comparable professional monitoring scale.
Emerging players
- Wyze: Wyze offers low-cost DIY smart cameras, doorbells, and a home monitoring service that competes with SimpliSafe on price point. Wyze's budget positioning pressures SimpliSafe's entry-level hardware ASPs and self-monitoring alternative.
- eufy (Anker Innovations): eufy sells DIY wireless home security cameras, doorbells, and alarm systems with local-storage emphasis. Overlaps SimpliSafe on hardware, DIY install, and privacy-focused positioning (local vs. cloud storage tradeoffs).
- Abode Systems: Abode offers DIY smart-home security systems with optional professional monitoring and broad smart-home integration (Z-Wave, Zigbee, HomeKit). Competes with SimpliSafe on modular DIY security with stronger smart-home protocol support for technical buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
SimpliSafe social profiles
Digital presenceSimpliSafe compliance and trust
Trust signalCompliance1 record
SimpliSafe financial estimates
Financial estimateRevenue estimate
Valuation estimate
SimpliSafe leadership team
Management profileNumber of profiles
Profiles10 records
SimpliSafe funding detail
Funding detailFunding overview
Funding rounds4 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SimpliSafe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SimpliSafe
What does SimpliSafe do?
SimpliSafe designs, manufactures, and sells wireless DIY-installed home security hardware — base stations, entry/motion/glassbreak sensors, smoke and CO detectors, indoor and outdoor cameras, video doorbells, and smart locks — bundled into pre-configured packages or built to order. The hardware is paired with optional subscription-based 24/7 professional monitoring services, including the AI-and-human Active Guard Outdoor Protection, and is sold direct-to-consumer as well as through retail and a recently launched professional installation channel for residential and small business customers in the U.S. and U.K.
Is SimpliSafe a public or private company?
SimpliSafe is a private company. It is classified as private equity controlled and is currently operating.
When was SimpliSafe founded?
SimpliSafe was founded in 2006. It employs 1,001 to 5,000 people.
Where is SimpliSafe based?
SimpliSafe is headquartered in Boston, United States, in the North America region.
How does SimpliSafe make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are professional Monitoring Subscriptions, self-Monitoring (Free App) and professional Installation Services.
Who are SimpliSafe's main competitors?
Direct peers on record are Ring (Amazon), Vivint Smart Home, Arlo Technologies, Frontpoint Security and Brinks Home. Broad incumbents are ADT Inc. and Google Nest (Nest Secure / Nest Cams). Emerging players are Wyze, eufy (Anker Innovations) and Abode Systems.
Does SimpliSafe have an API?
No public API is recorded for SimpliSafe.
What industry is SimpliSafe in?
SimpliSafe's product category is Home Security Systems. Its primary akta.pro industry code is HSAHABAA, Residential Security System Installation (Wired/Wireless), with a secondary code of HSAHACAH, Residential CCTV & Door/Perimeter Surveillance Packages. Its NAICS code is 335931 and its SIC code is 7385.