Homely

What Homely does

Homely AS is a Norwegian provider of smart-home alarm and security services, founded in 2019 and headquartered at Lilleakerveien 2E, Oslo. The company sells a modular alarm system built around a proprietary Hjemmesentral (Home Hub) that communicates with sensors and smart-home devices over ZigBee, with WiFi/Ethernet primary connectivity and Telia-powered GSM/eSIM failover plus battery backup. The core subscription (Homely Smart Alarm) is priced at a flat 249 NOK/month with no equipment rental and no binding contract, and includes 24/7 monitoring routed through an FG-godkjent, EN-certified alarm receiving centre operated by Safe4, with nationwide guard response delivered by Securitas. The platform integrates third-party devices including Yale Doorman and Easy Access locks, Ezviz cameras, Elko thermostats, IKEA Trådfri lighting, and Danalock.

Revenue is generated from three streams: monthly subscriptions (same flat rate regardless of device count), one-time hardware sales (customers own the equipment, with optional 36-month interest-free financing via Factoring Finans), and optional professional installation. Go-to-market combines direct-to-consumer digital channels (homely.no, iOS and Android apps) with a multi-partner distribution model spanning NAF (auto association), Storebrand (insurance, ~150,000 reachable customers), LOS/Å Strøm (utility bundling), Schibsted/FINN (marketplace), Elektroimportøren (retail), R. Bergersen (housing cooperatives), and a commission-based inside-sales team. The offering is positioned against incumbent Norwegian alarm providers Verisure and Sector Alarm on transparency and price — roughly half the monthly cost of incumbents — at a time when Konkurransetilsynet is pursuing those incumbents for alleged price cooperation totaling 1.2 billion NOK in potential fines.

The company is venture-backed with ~65 million NOK raised to date, including a 55 million NOK round in October 2020 led by Rasmussengruppen (30M NOK, ~14.6% stake) alongside Schibsted and Skagenfond grunnderne, at a 205 million NOK post-money valuation. Founder and Board Chair Nadir Nalbant leads governance alongside CEO Petter Kildal Forseth (appointed 2020, previously at TPX Impact / Bene Agere). The company has won "Best i test" in the Norwegian alarm category four times and Kundeserviceprisen best-in-customer-service awards in 2020, 2023, and 2026, and serves "multiple thousands" of Norwegian homes across residential, cabin, and SMB segments.

Name

Homely

Legal name

Homely AS

Website

https://homely.no

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Homely is a Norwegian smart-home alarm provider that sells a ZigBee-based alarm system with a proprietary Hjemmesentral hub, 24/7 FG-godkjent monitoring, and Securitas guard response for a flat 249 NOK/month subscription, serving Norwegian homeowners, cabin owners, and SMBs.

Ownership category

akta.pro rank

Product category

Home Security Systems

NAICS

Security Systems Services (56162)

akta.pro primary industry

Smart Home Security Automation & Integration (Monitored) (HSAHAAAF)

akta.pro secondary industries

Wireless/Smart Connected Fire & CO Detection (App Alerts, Smart Integration) (HSAHAFAH), Home Networking & Connected Home Infrastructure (Wi‑Fi Mesh, Routers, Matter/Thread/Zigbee Bridges) (HSAPAQAG), Home Automation Hub/Platform Integration for Electrical & HVAC (e.g., HomeKit/Google/Alexa) (HSAOANAI)

Keywords

• Smart home security
• Home alarm systems
• Alarm monitoring services
• Smart home alarms
• Intrusion and fire alarm

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Subscription (Alarm Monitoring): Monthly subscription fee covering 24/7 alarm monitoring, connection to FG-godkjent alarm receiving centre, and Securitas guard response. The same flat rate applies regardless of the number of devices connected to the system.
2. Hardware / Equipment Sales: One-time purchase of alarm hardware (HomeHub, sensors, smoke detectors, cameras, smart locks, keypads, sirens). Customers own the equipment outright, eliminating rental or leasing costs. Starter packages from ~3,000 NOK. Interest-free instalment payments over 36 months available via Factoring Finans.
3. Installation and Mounting Services: Optional professional installation and mounting services offered to customers for an additional fee on top of self-install option.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Homely sells a modular smart home alarm system built around its proprietary Hjemmesentral (Home Hub) gateway, bundled with a flat-rate monthly subscription for 24/7 monitoring by an FG-approved, EN-certified alarm receiving centre and nationwide guard response delivered by Securitas. The system connects ZigBee-based sensors (smoke, motion, door/window, water leak), smart sirens, control panels, and integrated smart-home devices (Yale Doorman locks, Elko thermostats, Ezviz cameras), and is managed entirely through the Homely iOS/Android app.

Product overview

Homely is a Norwegian smart home security company offering a modular alarm system built around the Hjemmesentral (Home Hub) as the core platform. The main product is the Homely Smart Alarm subscription (249 kr/month) providing 24/7 FG-approved alarm station monitoring with Securitas guard response. The system connects a range of proprietary and third-party sensors and devices: optical smoke detectors with temperature sensors, door/window contacts, motion detectors, water leak sensors, smart sirens, control panels, and smart home devices including Yale Doorman and Easy Access electronic locks, ELKO thermostats, and Ezviz cameras. The same platform serves residential homes (Boligalarm), cabins (Hyttealarm), and businesses (Bedriftspakke). All devices communicate via Zigbee protocol with the Hjemmesentral, which connects to the internet via WiFi/Ethernet with GSM backup. The system is managed entirely through the Homely mobile app, which also supports automation groups, scenes, and virtual thermostat functions. Customers own the equipment outright (no rental model) and pay a flat monthly subscription regardless of the number of connected devices.

Differentiator

Problem solved

Functional benefit

Products and services

• Homely Smart Alarm (Boligalarm) Core subscription service providing 24/7 connection to an FG-approved, EN-certified alarm receiving centre with Securitas guard response, app-based control, mobile network backup and battery backup. Priced at 249 NOK/month regardless of the number of connected devices. Targeted at Norwegian homeowners.
• Hjemmesentral (Home Hub) Proprietary central hub communicating with all connected sensors and the alarm station. Provides alerts to the user's mobile app. Includes built-in eSIM for mobile data backup and battery backup to maintain operation during power or internet outages. Communicates via WiFi/Ethernet as primary and GSM as backup. Customers purchase the hardware outright.
• Hyttealarm (Cabin Alarm) Cabin/summer home alarm package built on the same Homely platform. Priced at 249 NOK/month, includes smart heating control for panel heaters and floor heating via smart plug or Elko thermostat, smart lock support (Yale Doorman), water leak protection, and the same 24/7 alarm station and Securitas guard coverage.
• Bedriftspakke (Business Alarm Package) Business/corporate alarm package. Includes up to 4 cameras with AI functionality and 4K resolution, alarm station connection, Securitas guard response, and Yale Doorman smart lock support. Priced at 299 NOK ex. VAT/month for the subscription, with guard dispatches billed at 1,990 NOK ex. VAT per incident.
• Professional Installation and Mounting Service Optional paid professional installation and mounting service for customers who do not wish to self-install the Homely alarm equipment, available for an additional fee on top of the self-install option.

Quantifiable outcome

• Savings of over 100,000 NOK over 20 years compared to traditional alarm providers
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability2 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• StorebrandflagshipGTM or Marketing Partner · 1 May 2020Storebrand entered a partnership with Homely to offer smarter and more affordable home alarms to their ~150,000 customers. Storebrand recommends Homely as a preferred provider and offers reduced insurance premiums and excess to subscribers.
• Yale (ASSA ABLOY)coreTechnology or Integration · 1 January 2020Yale Doorman V2N is fully integrated with Homely's system. Customers can lock/unlock doors via the Homely app, assign codes and key-fobs, receive notifications, and have the alarm auto-disarm when the door is unlocked. This is a commercial integration between Homely and Yale/ASSA ABLOY.
• Safe4 (Alarmstasjon)coreTechnology or Integration · 1 March 2019Homely's alarms are connected to Safe4's EN-certified alarm receiving centre (alarmstasjon), which is staffed 24/7. Safe4 processes alarm signals and coordinates response with guards and emergency services.
• ElektroimportørencoreChannel Partner/ Reseller/ Distributor · 1 January 2019Elektroimportøren (now part of the Norwesco/importøren group) serves as the primary physical and online retail distributor for Homely alarm hardware and starter packages across Norway.
• SecuritascoreStrategic or Co-development PartnerSecuritas provides nationwide guard response services (vektertjeneste) to Homely customers. When an alarm is triggered and contact persons cannot be reached, Securitas dispatches a guard to investigate the premises. Guard response is included in the monthly subscription. Securitas is one of Norway's two largest security companies.
• NAF (Norges Automobilforbund)flagshipGTM or Marketing PartnerNAF selected Homely as their recommended home alarm partner. NAF's logo is prominently featured on Homely's website and marketing materials ('Valgt av NAF'). Homely is offered to NAF members as a preferred alarm provider.
• LOS / Å StrømcoreGTM or Marketing PartnerLOS (Norway's third-largest electricity provider) bundles Homely alarm with its energy supply. LOS customers receive special pricing on the Homely subscription for the first year and can pay for alarm equipment interest-free over their electricity bill.
• TeliacoreTechnology or IntegrationTelia provides the backup GSM/mobile data connectivity (via eSIM in the HomeHub) for Homely's system. When primary internet (WiFi/Ethernet) fails, the eSIM takes over via Telia's mobile network to maintain connectivity to the alarm station.
• EzvizcoreTechnology or IntegrationEzviz indoor and outdoor cameras are integrated with Homely via a cloud-to-cloud solution, allowing camera feeds to be viewed within the Homely app. A range of Ezviz cameras including doorbell cameras are supported.
• R. BergersenminorGTM or Marketing PartnerR. Bergersen (a housing cooperative and property management company) partnered with Homely to offer alarm and security solutions to Norwegian borettslag (housing cooperatives) for fire and intrusion protection.
• Norsk FamilieøkonomiminorGTM or Marketing PartnerNorsk Familieøkonomi (a Norwegian family finance advisory organization) recommends Homely to its members as a trusted home alarm provider.

Scale indicators7 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Ring (Amazon): Ring is a broad incumbent in DIY home security with deep smart-home integration (Alexa ecosystem) and an optional professional monitoring tier. Although it is not the primary Norwegian competitor today, it represents the cross-border platform threat Homely must defend against as a ZigBee-based alternative.
• Somfy: Somfy is a broad European incumbent in connected home equipment (shading, access, alarm). It offers overlapping smart-home security capabilities and a wider portfolio, comparable to Homely in residential connected-home ambition though it does not specialize in monitored alarm services.

Direct peers

• Sector Alarm: Sector Alarm is the second player in the Norwegian home alarm duopoly, offering monitored intrusion, fire, and smart home solutions on multi-year contracts. It is the other half of the duopoly Homely is disrupting and is currently subject to the same Konkurransetilsynet investigation.
• SimpliSafe: SimpliSafe pioneered the self-install, no-contract, flat-rate monitored home alarm model in the US—the same GTM template Homely uses. The two companies share product philosophy (customer-owned hardware, no long-term contracts, optional professional monitoring) and compete for the same value-conscious residential customer.
• Verisure: Verisure is the largest home alarm provider in Norway (and Europe), offering professionally monitored intrusion and fire alarms with long-term contracts. It is Homely's primary direct competitor and the company Homely explicitly positions against on price and contract transparency.

Emerging players

• Frontpoint: Frontpoint is a US DIY home security provider with a self-install, app-managed, professionally monitored model. It is a niche peer sharing Homely's challenger positioning against traditional alarm providers, though it operates in a different geography.
• Ajax Systems: Ajax Systems is a fast-growing European wireless smart alarm and home automation provider competing on similar self-install, app-driven, professionally monitored service. It shares Homely's design language and target customer and is a credible cross-border competitor if it enters Norway.

Others

• Yale (ASSA ABLOY): Yale is both a key technology partner (Doorman V2N/L3 integration) and an adjacent player in connected residential security. Comparable because it supplies the smart lock layer Homely depends on, but it does not offer the full monitoring subscription that defines Homely's value proposition.
• Ezviz (Hikvision): Ezviz is Homely's camera integration partner via cloud-to-cloud. It is comparable as a provider of the camera/surveillance layer within Homely's smart home stack, and a potential platform competitor if it bundles monitoring on top of its devices.
• Develco Products: Develco Products manufactures the Homely-branded control panel, smart siren, and air quality sensor. It is comparable as the ODM/technology partner that underpins Homely's ZigBee device ecosystem, supplying hardware comparable to what competitors also use.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Homely-333999903979572
• Instagraminstagram.com/homelynorge
• LinkedInlinkedin.com/company/homely-as

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Homely