What Secual does

Secual is a privately held Japanese IoT security company founded in June 2015 and headquartered in Shibuya, Tokyo, with an R&D lab in Matsuyama, Ehime. The company designs, sells, and operates a modular smart security and smart-town platform built around a central Wi-Fi Gateway that aggregates Bluetooth Low Energy sensors for doors, windows, motion, and environmental monitoring, paired with the AI-equipped Secual Cam, wearable Secual Tag beacons, and IoT controllers, all managed through the Secual Home smartphone application and the Secual cloud. Its consumer home-security service sells at ¥980/month per gateway (¥1,078 tax-included) on top of ¥4,050–¥7,150 hardware purchases, with no professional installation required, positioning it at roughly one-tenth the upfront cost of traditional Japanese security contracts.

Secual has progressively expanded beyond the home into adjacent verticals. The Secual Smart Pole is a multi-functional next-generation streetlight integrating LED lighting, RGB indicators, security cameras, and 5G connectivity; the Secual Smart Pod is a 12 kg retrofittable device that brings similar functionality to existing poles at approximately one-tenth the cost. The NiSUMU service suite packages home security, town security, and concierge functions for new residential developments (NiSUMU), rental housing (NiSUMU RENT), elderly monitoring (NiSUMU CARE), physical guard dispatch (NiSUMU GUARD), and bundled internet connectivity (NiSUMU CONNECT). In August 2025 the company launched Secual Smart Security, unifying home intrusion detection and vehicle anti-theft (GPS tracking and remote engine blocking) in a single app, with compatibility extended to 3,396 vehicle models as of May 2026. The February 2025 Secual AI Camera service layers computer-vision analytics for human flow counting and crowd measurement on top of the existing camera fleet.

Monetization combines one-time hardware sales, recurring ¥980/month gateway subscriptions, and B2B NiSUMU platform fees distributed via direct e-commerce, reseller partner programs, real estate developer integrations, and municipal tax donation programs (notably with Tsukuba Mirai City). The company has raised an estimated ~$6.6M in disclosed funding across 2015–2019 from investors including LIXIL, Sekisui Chemical, Kaga Electronics, KeiAi Star Realty, AI Corporation, NHN JAPAN, WirelessGate, Sompo Holdings, Robot Home, Vector, Adventure, AMBITION Group, and Makuake, and has won a Japan Good Design Award and holds a JIPDEC Privacy Mark certification. Secual operates with an 11–50 employee headcount and no public listing, IPO filing, or controlling parent disclosed.

Name

Secual

Legal name

株式会社Secual

Website

http://secual-inc.com/

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Secual is a Japanese IoT security company offering DIY home security, AI-equipped cameras, smart streetlights (Smart Pole/Pod), and the NiSUMU service suite for property developers, real estate managers, municipalities, and consumers across Japan.

Ownership category

akta.pro rank

Product category

Smart Home Security

NAICS

Security Systems Services (except Locksmiths) (561621), Electronics and Appliance Retailers (4492), Computer and Peripheral Equipment Manufacturing (33411)

SIC

Computer Communications Equipment (3576), Household Appliances (3630)

akta.pro primary industry

Smart Home Hubs & Controllers Retail (CRAIAMAA)

akta.pro secondary industries

Home Security & Access Control (Cameras, Alarms, Smart Locks) (HSAPAQAB), Smart Security Cameras & Surveillance Systems Retail (CRAIAMAF), Smart Locks & Access Control Retail (CRAIAMAD), Smart Home, IoT & Home Security Distribution (CRAOACAF)

Keywords

• Smart home security
• IoT security sensors
• Smart town infrastructure
• DIY home security
• Vehicle anti-theft systems

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Device Sales: One-time purchase of security devices including Wi-Fi gateways, sensors (opening/closing, motion), cameras, smart home controllers, and accessories. Initial hardware costs range from ¥4,050 to ¥7,150 per device.
2. Monthly Subscription Service: Recurring monthly fees of ¥980 per Wi-Fi gateway unit (¥1,078 with tax) for security monitoring, app notifications, disaster alerts, and family sharing features. No annual contract required.
3. Smart Town Platform Services: Integrated service fees for NiSUMU (residential town security), NiSUMU RENT (rental property security), and NiSUMU CARE (elderly monitoring) targeting property developers and management companies.
4. Smart Security Vehicle Services: Vehicle security subscription service with GPS tracking and remote engine blocking capabilities. Compatible with 3,396 vehicle models as of May 2026.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Secual designs, manufactures and sells IoT-based smart security hardware (Wi-Fi gateways, door/window sensors, PIR motion sensors, AI cameras, smart tags, next-generation smart streetlights and retrofittable smart pole/pod devices) and operates the cloud-based Secual Home and NiSUMU service platforms that deliver smartphone alerts, anomaly detection, and integrated home, vehicle, rental property, elderly care, and smart town security subscriptions. Products are sold primarily through the company's own e-commerce store and a Japanese reseller network, paired with monthly subscriptions starting at ¥980 per gateway unit.

Product overview

Secual offers a modular smart security ecosystem centered on two main pillars: (1) Home Security — a DIY, no-installation-required system comprising a Wi-Fi Gateway hub, BLE-connected sensors (multi-sensor, PIR sensor), Secual Cam, Smart Tag, and IoT Controller, all managed via the Secual Home smartphone app; and (2) Smart Town Infrastructure — the Secual Smart Pole (new installation multi-functional streetlight) and Secual Smart Pod (retrofittable to existing poles). The NiSUMU suite extends the ecosystem into smart towns (NiSUMU for new developments), rental housing (NiSUMU RENT), elderly care (NiSUMU CARE), guard dispatch (NiSUMU GUARD), and bundled internet (NiSUMU CONNECT). Secual Smart Security unifies home and car security in one app. All services are backed by the Secual cloud platform, which processes sensor telemetry, anomaly detection alerts, and AI-powered video analytics (Secual AI Camera).

Differentiator

Problem solved

Functional benefit

Brands

• Secual Home: ホームセキュリティサービス - 工事不要で月額980円からのホームセキュリティ
• Secual Smart Security
• Secual Smart Pole
• Secual Smart Pod
• NiSUMU
• NiSUMU RENT
• NiSUMU CARE

Products and services

• Secual Home (セキュアルホーム) DIY self-installed home security service centered on a Wi-Fi Gateway and BLE-connected door/window and PIR sensors, with intrusion detection, siren trigger, and smartphone push notifications via the Secual Home app. Priced for individual consumers at ¥980/month (¥1,078 tax included) per gateway plus hardware purchase.
• Secual Smart Security Cloud-based unified home plus vehicle smart security service combining home intrusion detection with anti-theft features for vehicles including remote engine start blocking and GPS tracking; managed through the single Secual Home app.
• Secual Smart Pole Next-generation multifunctional smart streetlight with integrated LED lighting, RGB indicators, security camera, environmental sensors, optional 5G connectivity, and speaker system for disaster alerts; sold to municipalities, real estate developers and large facilities for urban safety infrastructure (approximately 4,000mm height, 131kg).
• Secual Smart Pod Compact (~12kg) retrofittable smart device that attaches to existing streetlights and utility poles, carrying the Secual Smart Pole's security, safety, and urban data collection features (camera, weather sensor, optional flood detection) with 4G/LTE connectivity for short-term, low-cost deployment.
• NiSUMU (ニスム) Comprehensive smart-town integrated service for new housing developments (分譲住宅地), bundling home security, town-wide Secual Smart Pole security, and concierge functions to enable sustainable smart community management for property developers and housing operators.
• NiSUMU RENT (ニスム レント) Integrated smart security and home IoT service for rental housing (賃貸住宅) that can be retrofitted without major installation works; targeted at rental property owners and management companies with built-in compensation coverage for tenant damage and theft.
• NiSUMU CARE (ニスム ケア) Ambient sensing and notification service for families with elderly relatives, offering peace-of-mind elderly monitoring through non-intrusive remote sensors and absence-detection alerts managed through the Secual Home app.
• NiSUMU GUARD (ニスム ガード) Guard dispatch service responding to anomaly alerts triggered by Secual sensors with physical security personnel dispatch, providing a manned response layer for home and rental security subscribers.
• NiSUMU CONNECT (ニスム コネクト) Bundled all-home internet connectivity service providing stable, unified communication infrastructure for smart home deployments across residential developments, intended for property developers and the NiSUMU ecosystem.
• Secual AI Camera (セキュアルAIカメラ) AI-powered video analytics cloud service that performs real-time human flow counting, crowd measurement, and environmental analytics using computer vision on footage from Secual Cam, Secual Smart Pole and Secual Smart Pod cameras for urban safety management and smart town planning.
• SIM Gateway (SIMゲートウェイ) Cellular (SIM) gateway that allows Secual sensor-based home security and monitoring in homes without a Wi-Fi network, extending the platform to residences lacking fixed broadband.
• Wi-Fi Gateway (Wi-Fiゲートウェイ) Central hub device connecting up to 10 BLE security sensors, emitting an alarm siren, and communicating with the Secual cloud over Wi-Fi. AC-powered and smartphone-controlled; sold as part of Secual Home at ¥7,150 (tax included) with a ¥980/month subscription per gateway.
• Multi-Sensor — Opening/Closing Sensor (開閉センサー) Battery-powered door/window sensor using a magnet sensor and accelerometer to detect opening, closing, vibration/impact and lock/unlock status, communicating via Bluetooth Low Energy to the Wi-Fi Gateway. Sold at ¥4,950 (tax included) per unit.
• PIR Motion Sensor (人感センサー) Wall-mounted passive infrared (PIR) sensor that detects human presence and additionally monitors ambient temperature, humidity and illuminance, communicating via Bluetooth Low Energy. Sold at ¥6,050 (tax included) per unit.
• Secual Cam (セキュアルカム) / Cam Ady PoE-powered indoor/outdoor IP65 security camera with WDR CMOS lens, object and motion detection, two-way audio, microSD storage up to 64GB, and live streaming plus VOD playback via the Secual app.
• Smart Home Remote Controller / IoT Controller (スマート家電リモコン) Wi-Fi-connected infrared remote controller that learns IR codes to operate air conditioners, TVs and lighting via the Secual Home app. Sold at ¥13,200 (tax included).
• Secual Tag (セキュアルタグ) IP65 wearable Bluetooth 5.0 beacon tag for children and elderly, detected by Secual gateways and Smart Poles for location awareness with an SOS button and movement detection; coin-cell powered for low monthly operating cost.
• Security Stickers (セキュリティステッカー) Window/door deterrent stickers in four sizes (S 50×50mm through XL 180×180mm) displaying Secual branding to signal protected property. Sold per unit from ¥330 (S) to ¥2,750 (XL).

Quantifiable outcome

• 90% of intruders abandon when alarm sounds
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• SmartSecurity (株式会社SmartSecurity)minorStrategic or Co-development Partner · 1 June 2026Joint development partnership for vehicle security services. SmartSecurity is based in Tsukuba Mirai City, Ibaraki Prefecture, and jointly offers communication-based car security through tax donation program.
• Tsukuba Mirai City (つくばみらい市)minorOthers · 1 June 2026Municipal partnership for promoting vehicle security through tax donation programs. City provides platform for nationwide distribution of security services.
• Mynavi Corporation (以前から提供)coreStrategic or Co-development Partner · 1 April 2024Business partnership for NiSUMU CARE elderly monitoring service targeting senior citizens. Mynavi provides recruitment and HR services supporting the service expansion.
• AI Corporation (株式会社エーアイ)coreTechnology or Integration · 1 February 2019Capital and business partnership for developing next-generation security services using AI technology.
• Nikken Lease Industry (日建リース工業)minorChannel Partner/ Reseller/ DistributorRental equipment company using Secual products for construction site security, protecting site offices and building materials.
• Kanaita Denkyo (金井田電業)minorChannel Partner/ Reseller/ DistributorSolar equipment company using Secual for equipment protection against theft and lightning damage.
• Yomiuri Shimbun (読売新聞東京本社)minorChannel Partner/ Reseller/ DistributorMedia company that used Secual products for security at the British Natural History Museum exhibition at National Museum of Nature and Science.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• LIXIL Corporation: Major Japanese building materials and housing equipment manufacturer that is both Secual's capital partner (since 2017) and a channel for embedding Secual's smart security into new homes. Comparable as a strategic ecosystem partner for smart home distribution, not a direct competitor.
• Trigence / Soracom (IoT connectivity): Japanese IoT/M2M connectivity platform enabling cellular IoT devices. Comparable as an ecosystem enabler for Secual's SIM Gateway and Smart Pod 4G/LTE devices, addressing connected-device security in Japanese deployments.
• KDDI Corporation: Major Japanese telecom operator (au) and former employer of Secual's CEO. Provides connectivity infrastructure, IoT connectivity, and home networking relevant to Secual's gateway and connected services; comparable as an enabling telecom partner.

Broad incumbents

• Assa Abloy / August Home: Global access control and smart lock leader with August Home brand. Relevant peer for Secual's opening/closing sensors, smart lock-like access control features, and integrated smart home security positioning.
• Google Nest (Google/Alphabet): Smart home security and automation suite (cameras, doorbells, sensors, alarm systems) from Google. Broad incumbent in the smart home hub/security space that competes with Secual's Wi-Fi Gateway + Cam offering globally and is increasingly present in Japan.
• Panasonic Home Security: Major Japanese consumer electronics OEM offering home security systems, cameras, and sensors. Broad incumbent with deep retail distribution in Japan, competing directly with Secual on home security hardware and increasingly on IoT integration.

Direct peers

• Secom Corporation: Japan's largest home and commercial security company, offering alarm monitoring, guard dispatch, and integrated home security services. Directly competes with Secual's home security business but operates a much larger, infrastructure-heavy model that Secual's DIY approach undercuts on price.
• ALSOK (Sohgo Security Services): Second-largest Japanese security services provider with home security, guard dispatch, and elderly monitoring offerings. Direct competitor in residential security and the elderly monitoring space (HOME ALSOK), with established B2B and municipal relationships across Japan.
• Ring (Amazon): US-based DIY home security and video doorbell company owned by Amazon. Comparable DIY, app-controlled, no-installation model with subscription-based monitoring — directly analogous to Secual Home's value proposition at a global scale.
• SimpliSafe: US DIY home security company with self-installed sensors, cameras, and optional professional monitoring subscription. Highly comparable to Secual's product-led, no-installation-required model targeting homeowners and renters.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Secual2015
• Facebookfacebook.com/secual
• LinkedInlinkedin.com/company/secual-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds8 records

Investors14 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 Secual