Alula Holdings

What Alula Holdings does

Alula Holdings is a privately-held smart security manufacturer that builds cloud-connected security, automation, and video platforms sold exclusively through professional alarm dealers and integrators across North America and Australia. The company was formed in 2018 from the merger of two security firms and is headquartered in Saint Paul, Minnesota, with a headcount of 51–100. Its product stack centers on a portfolio of wireless and hybrid security panels (Connect+, Connect-XiP, Connect-FLX) supported by universal 5G-ready communicators (BAT-Connect, BAT-Mini, BAT-Fire, Connect-XT) that enable takeovers of legacy systems from Honeywell, DSC, Interlogix, NAPCO, and Concord. The platform is controlled through the Alula Security App, the Slimline Touchpad PRO, and the AlulaConnect Dealer Portal, with Z-Wave smart-home integration and a video camera line (doorbell, outdoor bullet, indoor 360) offering AI-based object recognition for differentiating people, vehicles, and pets.

The company's revenue model combines one-time hardware sales (panels, communicators, sensors, cameras, touchpads, translators) with recurring platform and monitoring-enablement services that drive RMR for its dealer partners, including Alarm Verification, Alula Messenger, video monitoring, and fire-alarm monitoring add-ons enabled by BAT-Fire's programmable inputs for HVAC and sprinkler systems. Go-to-market is 100% channel-partner: dealers access the platform through three U.S. regional sales teams (West/Central/East), three manufacturer representative firms signed in late 2022, a tiered Alula Pro Partner Program, and a Partner Training Portal. BAT-Fire carries UL listing and a five-year warranty, supporting entry into code-regulated commercial fire applications. The platform supports dealer branding on the app and touchscreen interfaces, embedding Alula into the end-customer experience.

Alula has secured approximately $28 million in disclosed capital via a 2019 $15 million Armentum Partners round and a 2021 $13 million Horizon Technology Finance debt facility, with no disclosed acquisitions, IPO plans, or institutional exits. Management is led by CEO Brian McLaughlin alongside CRO Dave Mayne, CFO Gregg Waldon, VP Sales Matt Gehr (promoted March 2023), VP Engineering Paul Saldin, VP Marketing Warren Hill, and founders Brian Seemann and Russell Vail. The company reports 250,000+ active locations secured across thousands of dealers in North America and a 99.66% platform uptime over 90 days.

Name

Alula Holdings

Legal name

Alula

Website

https://alula.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Alula Holdings is a private smart security manufacturer (founded 2018, St. Paul, MN) that sells cloud-connected panels, 5G-ready communicators, video, and automation products exclusively through thousands of professional alarm dealers and integrators across North America and Australia.

Ownership category

akta.pro rank

Product category

Professional Smart Security Systems

NAICS

Security Systems Services (except Locksmiths) (561621), Security Systems Services (56162)

SIC

Electronic Components & Accessories (3670)

akta.pro primary industry

Access Control & Identity Systems Integration (Badge, Biometrics, Mobile) (BPAKAGAB)

akta.pro secondary industries

Smart Lock Software Platforms & Mobile Apps (Access Control SaaS) (HSAHAEAG), Smart Appliance & Energy Management Integration (HSAHADAG), Smart Security Cameras & Surveillance Systems Retail (CRAIAMAF)

Keywords

• Smart security systems
• Wireless alarm panels
• Security communicators
• Professional security dealer
• Home automation platforms

Headquarters

HQ city

Saint Paul

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Security Hardware Products: Sale of security panels, communicators, sensors, cameras, and control interfaces to professional alarm dealers and integrators. Products include Connect+ panel, BAT-Connect communicator, cameras, sensors, touchpads, and translators/extenders.
2. Interactive/Monitoring Services: Monthly recurring revenue (RMR) opportunities for dealers through interactive services including mobile app access, alarm verification, in-app messaging (Alula Messenger), video monitoring, and automation services. Alula provides the platform and dealers sell monitoring subscriptions to end customers.
3. Fire Alarm Monitoring Add-ons: BAT-Fire communicator enables monitoring of auxiliary building systems (HVAC, sprinkler flow control) creating additional RMR opportunities for dealers through fire alarm monitoring services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Alula designs, manufactures, and sells cloud-connected smart security hardware and software platforms for professional alarm dealers and integrators. Its offerings include wireless and hybrid security panels (Connect+, Connect-XiP, Connect-FLX), universal 5G-ready communicators (BAT-Connect, BAT-Mini, BAT-Fire, Connect-XT), cameras, sensors, touchscreens, the Alula Security App, and the AlulaConnect Dealer Portal. The company also enables recurring monthly revenue (RMR) through interactive monitoring, alarm verification, and automation services delivered via its cloud platform.

Product overview

Alula provides a unified smart security platform designed for professional alarm dealers and integrators. The platform consists of wireless and hybrid security panels (Connect+, Connect-XiP, Connect-FLX) as the core hub, supported by universal 5G-ready communicators (BAT-Connect, BAT-Mini, BAT-Fire, Connect-XT) that enable migration of legacy systems. Users interact with the system through the Alula Security App mobile application and Slimline Touchpad PRO touchscreen interface, both providing consistent control of security, automation, and video. The platform extends to video solutions including doorbell cameras, outdoor bullet cameras, and indoor 360 cameras with AI-based object detection. A comprehensive sensor ecosystem covers intrusion (motion, door/window, glass break), life safety (smoke, CO), and environmental monitoring (flood, temperature). Translators and extenders enable hybrid deployments, while the AlulaConnect Dealer Portal provides centralized account management. The platform supports Z-Wave smart home devices for automation (lights, locks, thermostats) and offers services like Alarm Verification and Alula Messenger for dealer revenue growth. The Builder Program enables dealers to offer smart home packages in new construction.

Differentiator

Problem solved

Functional benefit

Brands

• Alula Security App: Mobile application for convenient, modern control of security, automation and video
• AlulaConnect
• Connect+
• Connect-FLX
• BAT-Connect
• BAT-Mini
• BAT-Fire

Products and services

• Connect+ Security Panel A versatile wireless security panel that serves as the central hub for residential and small business security and automation applications. Features 5G-ready cellular technology, dual-path communications, and supports intrusion, life safety, and environmental sensors.
• Connect-XiP Hybrid Panel Alula's first hybrid alarm panel combining wireless and wired security for commercial applications. Features point-to-point device communications, programmable power distribution, multi-battery support, native dual-path communications, and dual wireless sensor protocol reception.
• Connect-FLX Panel A flexible security panel platform offering modular configurations for various residential and commercial applications.
• BAT-Connect Communicator A universal 5G-ready communicator that upgrades legacy security platforms to a modern mobile experience. Features three paths of communication (cellular, WiFi, ethernet) and enables unified video security and automation for legacy systems from Honeywell, DSC, Interlogix, and NAPCO.
• BAT-Mini Communicator A compact communicator providing cellular connectivity for smaller footprint installations requiring mobile app access to security systems.
• BAT-Fire Communicator A universal 5G-ready fire communicator for fire alarm control panels (FACP). Features dual Tip & Ring Dial Capture, four programmable inputs/outputs for monitoring HVAC and sprinkler systems, and supports Contact ID signals via dial-capture or flexible inputs for dialer-less FACPs.
• Connect-XT Communicator A communicator that saves legacy Simon-XT panels from sunset and upgrades them to a modern interactive system with video and automation capabilities.
• Slimline Touchpad PRO A 7-inch touchscreen control interface providing the same functionality as the mobile app. Enables users to arm/disarm systems, receive notifications, monitor cameras, answer video doorbells, and control smart home devices directly from the wall-mounted display.
• LED Keypad A traditional keypad option for on-site system control as an alternative to touchscreen interfaces.
• Alula Security App Mobile application providing modern control of security, automation and video from mobile devices. Enables arm/disarm, notifications, camera monitoring, Z-Wave device control, and automated scenes.
• AlulaConnect Dealer Portal A centralized web portal for dealers to manage, update and view account usage of Alula systems and devices. Provides insights about customer system usage for business optimization.
• Video Doorbell Camera A doorbell camera enabling users to see and interact with visitors at the doorstep. Features two-way audio, night vision, and integrates with the Alula Security App and Slimline Touchpad for remote answering.
• Outdoor Bullet Camera Wireless outdoor cameras providing exterior property surveillance with AI-based object detection for differentiating between people, vehicles and pets.
• Indoor 360 Camera An indoor camera providing 360-degree coverage for interior surveillance with smart motion detection capabilities.
• Intrusion, Life Safety, and Environmental Sensors A comprehensive range of sensors including intrusion sensors (door/window, motion/PIR, glass break), life safety sensors (smoke, CO), and environmental sensors (flood, temperature) with industry-leading wireless range.
• Translators and Extenders RE508X Universal Hardwire to Wireless Translator and RE524X Wireless to Wireless Translator enabling hardwired and wireless options for system expansions and takeovers.
• Sirens RE616X wireless siren for audible alarm notifications in security installations.

Quantifiable outcome

• Technicians can fully install systems in two hours, enabling three or more installs per day
• +4 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability3 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• M2M ServicescoreTechnology or IntegrationM2M Services logo appears alongside Alula on the website footer, indicating an integrated or partnered technology relationship for machine-to-machine services supporting Alula's cellular communicator products.
• UplinkcoreTechnology or IntegrationUplink logo appears alongside Alula on the website footer, indicating a technology partnership or integration relationship for satellite or additional communication services.
• SecureNetcoreTechnology or IntegrationSecureNet logo appears alongside Alula on the website footer, indicating a partnership for alarm monitoring or central station integration services.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Ring (Amazon): Amazon-owned smart doorbell, camera, and home security ecosystem — represents the DIY/disruptive threat to the professional dealer channel that Alula depends on.
• Resideo (Honeywell Home): Spun off from Honeywell, Resideo is a large incumbent in residential security, comfort, and adjacent smart-home products — competes with Alula on panels, communicators, and Honeywell compatibility.

Emerging players

• Verkada: Cloud-managed video and physical security platform — adjacent competitor to Alula's video and AI object-recognition roadmap, particularly in commercial and multi-site deployments.
• Brivo: Cloud-native access control and physical security SaaS platform — overlaps with Alula's smart-security and access-control reader roadmap, particularly for small/mid-commercial customers.

Direct peers

• Alarm.com: Publicly traded SaaS platform that powers connected security, video, and automation for professional alarm dealers — the closest direct competitor to Alula's interactive services and dealer-portal stack.
• Qolsys (Johnson Controls): Manufacturer of IQ Panel smart security panels and communicator products sold through the same professional dealer channel as Alula, with overlapping Z-Wave, cellular, and dual-path communications.
• 2GIG (Resideo): Resideo-owned security panel brand (GC2e, GC3e, Edge) sold to professional dealers and bundled with Alarm.com — directly competes with Connect+ and Connect-FLX in the same dealer ecosystem.
• DSC (Johnson Controls): Established manufacturer of PowerSeries and Neo security panels whose installed base Alula targets via BAT-Connect takeovers — a direct competitive and ecosystem peer.
• NAPCO Security Technologies: Public manufacturer of intrusion, fire, and access security products (GEM, StarLink, iSecure) sold through dealers — directly comparable product portfolio and channel to Alula.
• Telguard (Telular/Amber Box): Cellular alarm communicators for intrusion and fire panels — direct overlap with Alula's BAT-Connect and BAT-Fire product lines in the cellular-takeover and 5G upgrade market.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/securedbyalula
• YouTubeyoutube.com/channel/UCdfj4_TnC6ZzOmlEAjkqHUQ
• Facebookfacebook.com/securedbyalula
• LinkedInlinkedin.com/company/alulallc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alula Holdings