Action24
Action24 is an Irish monitored security provider (founded 1981) delivering alarm, CCTV, access control, and fire systems to ~23,000 residential and commercial customers from its Dublin-headquartered, EN 50518-certified 24/7 Alarm Receiving Centre.
- Company typePrivate
- Founded1981
- HeadquartersDublin, Ireland
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Action24 does
Action24 (legal entity Action Alarms Limited) is an Irish provider of monitored home and business security systems, founded in 1981 and headquartered in Sandyford, Dublin. The company installs and monitors intruder alarms, CCTV, access control, fire detection, and lone worker safety devices for approximately 23,000 residential and commercial customers across Ireland and, following a 2025 merger, Northern Ireland. Its residential offering is built around the IQ touchscreen control panel and 2Gig system, both powered by the alarm.com smart home platform with Z-Wave wireless integration and dual-path GSM/WiFi connectivity, managed through the Smart Alarm App. For commercial clients, Action24 deploys multi-vendor enterprise solutions — Verkada hybrid cloud CCTV, Eagle Eye Networks cloud video management, ACRE ACT 365 and Vanderbilt ACT access control, Hikvision IP cameras, and SmartCell wireless fire systems — designed, installed, and maintained to Irish and European standards including I.S. 3218:2013+A1:2019 (fire) and EN 50518 (alarm receiving centre).
The business operates a hybrid revenue model: one-time hardware and installation fees at contract signing, followed by recurring monthly monitoring subscriptions under 36-month initial terms, supplemented by paid service visits and on-site security assessments for non-monitoring customers. Residential plans (Core, Core Plus, Alfresco) start at €49/month after promotional discounts, with all tiers requiring an additional monthly monitoring fee. The go-to-market combines direct-to-consumer inside sales, a field engineering team for installations, and an enterprise sales motion serving clients including Paddy Power, Boylesports, Sport Ireland Campus, Dublin Utility Company, Mercury Engineering, and ALD Automotive. Customer acquisition is augmented by a referral programme, location-targeted SEO, and a developer-channel partnership with O'Flynn Group for new-build housing.
Growth has been predominantly acquisition-driven since a 2020 BGF investment: Integral Security and Wilson Security (2021), SmartZone (2023), and AJC Security (2025) expanded the customer base from 18,000 to nearly 23,000 and staff from 50 to approximately 100 employees. The company holds an unusually deep regulatory and certification stack — PSA licences, SSAIB accreditation, ISO 9001/14001/27001, and EN 50518 ARC certification — which functions as a significant barrier to entry in the Irish market and underpins institutional customer wins.
Action24 firmographics
Firmographics- Name
- Action24
- Legal name
- Action Alarms Limited
- Website
- https://action24.ie
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Action24 is an Irish monitored security provider (founded 1981) delivering alarm, CCTV, access control, and fire systems to ~23,000 residential and commercial customers from its Dublin-headquartered, EN 50518-certified 24/7 Alarm Receiving Centre.
- Ownership category
- akta.pro rank
Action24 industry classification
Industry- Product category
- Home and Business Security Services
- NAICS
- Security Systems Services (56162), Security Systems Services (except Locksmiths) (561621)
- SIC
- Electronic & Other Electrical Equipment (No Computer Equip) (3600), Auto Controls For Regulating Residential & Comml Environments (3822)
- akta.pro primary industry
- Fire Alarm & Life Safety Systems Integration (BPAKAGAF)
- akta.pro secondary industries
- Fire Alarm Systems (Design/Install/Service/Monitoring) (BPABAHAA), Residential Fire Alarm Panels & Whole-Home Detection Systems (HSAHAFAD), Fire Alarm Systems (Inspection/Testing/Monitoring/Service) (IMAIAJAC)
Keywords
Where Action24 is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices2 records
Markets served
Action24 business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Alarm System Hardware and Installation: One-time sale of alarm system hardware including touchscreen control panel, sensors, cameras, and bell boxes. Professional installation by Action24 engineers.
- Monthly Monitoring Services: Recurring monthly fees for 24/7 professional monitoring through Action24's Alarm Receiving Centre. Includes unlimited standard service calls during business hours, full warranty, and free replacement of system parts including batteries.
- Service and Maintenance: Additional service visits and maintenance for customers without monitoring contracts. Charges include €130 per hour for service visits and €100 for on-site security assessments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Core Plan - Basic smart alarm system with touchscreen panel and essential sensors |
| Subscription | Monthly | Core Plus Plan - Core plan with internal HD WiFi camera |
| Subscription | Monthly | Alfresco Plan - Core plan with outdoor security camera |
| Unit Pricing | Pay-as-you-go | Service Visit Charges |
| Other | Multi-year contract | Referral Reward Program |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Action24 product offering
Product offeringCore offering
Action24 designs, sells, installs, and 24/7 monitors home and business security systems, including touchscreen alarm panels (IQ and 2Gig), wireless sensors, security cameras, access control, and fire protection. For commercial clients, the company delivers integrated intruder, CCTV, access control, and fire alarm systems built on technology partnerships with Verkada, Eagle Eye Networks, ACRE ACT 365, and SmartCell, with all events routed to its own EN 50518-certified Alarm Receiving Centre in Dublin.
Product overview
Action24 is an Irish home and business security provider with over 40 years of experience, operating as a platform-plus-services model. For residential customers, the core offering is a smart alarm system centred on the IQ Control Panel (touchscreen hub) or 2Gig panel, connected via Z-Wave and powered by the alarm.com platform. The system integrates a range of sub-products including sensors, security cameras, key fobs, bell boxes, smoke detectors, smart plugs, and panic buttons, all manageable through the Smart Alarm App. Three residential plans are offered: Core Plan (€49 starting), Core Plus Plan (adds indoor HD WiFi camera, €148 starting), and Alfresco Plan (adds outdoor 4MP varifocal camera, €498 starting), each requiring monthly monitoring fees. For commercial clients, Action24 provides an integrated suite of intruder alarms, CCTV, access control, fire alarm systems, and lone worker alarms, supported by a 24/7 Alarm Receiving Centre certified to EN 50518. Business solutions include technology from partners such as Verkada (hybrid cloud CCTV and access control), Eagle Eye Networks (cloud video management), ACRE ACT 365 (cloud-based access control), and SmartCell (wireless fire systems). Additional services include professional installation, 24/7 monitoring, service and maintenance, locksmith services, and a referral rewards programme.
Differentiator
Problem solved
Functional benefit
Products and services
- IQ Alarm System / IQ Control Panel
Quantifiable outcome
- Insurance discounts of up to 20% on homeowners insurance
- +1 more outcomes
Companies that use Action24
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles2 records
Action24 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature7 records
Action24 partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- O'Flynn GroupcoreNew partnership in 2019 for Action24 to install smart alarms as standard in every home of three large O'Flynn Group housing developments.
- Alarm.comcoreIreland's first alarm.com dealer since 2016. Alarm.com provides the smart alarm platform and mobile app for Action24's residential and business systems.
- Eagle Eye NetworkscoreCloud video surveillance partnership for Dublin Utility Company CCTV project. Eagle Eye Networks provides Cloud Managed Video Recorder (CMVR) hybrid solution with on-site and cloud storage.
- ACRE (ACT 365)coreACRE's ACT 365 cloud-based access control solution deployed for Dublin Utility Company migration from on-site server to cloud system.
- VerkadacoreVerkada hybrid cloud solution deployed for Sport Ireland Campus project. Includes IP cameras with edge recording and Verkada Command access control platform.
- Vanderbilt (ACT)coreVanderbilt ACT Enterprise Pro software platform used for Mercury Engineering and IPC House access control systems. ACT 1500 IP door controllers as system backbone.
- HikvisioncoreHikvision IP camera systems with 4MP cameras and video analytics deployed for Mercury Engineering and IPC House CCTV projects.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Action24 competitors and assessment
Company assessmentDirect peers
- PhoneWatch: Ireland's largest monitored home alarm provider, owned by Chubb. Directly competes with Action24 in residential monitored alarms across the Republic of Ireland, with a comparable subscription model, in-house ARC, and 24/7 professional monitoring.
- Securitas Ireland: Global security services group with a direct Irish operation providing guarding, electronic security, and monitoring. Direct competitor for Action24's commercial and enterprise security contracts (CCTV, access control, intruder alarms) in Ireland.
- CSS Group: Irish security services company providing intruder alarms, CCTV, access control, fire systems, and monitoring. Direct competitor in the Republic of Ireland commercial and residential security market, with comparable PSA licensing.
Broad incumbents
- Verisure: Europe's largest professionally monitored home security company, with operations in Ireland. Competes with Action24 on residential monitored alarms, smart-home integration, and multi-year contracts; offers a much larger product portfolio and pan-European footprint.
- G4S Ireland (Allied Universal): Global integrated security services provider with Irish operations across manned guarding and electronic security. Competes with Action24 for enterprise and multi-site commercial security contracts in Ireland.
- ADT Ireland: Global incumbent in monitored security with Irish operations. Overlaps with Action24 in residential monitored alarms and commercial intrusion/fire systems; broader portfolio and brand awareness make it a broad competitor rather than a niche specialist.
Emerging players
- Ring (Amazon): Amazon-owned DIY smart home security brand offering video doorbells, cameras, and self-monitored alarm systems. Indirectly competes with Action24's residential offering by addressing price-sensitive customers with no-contract, self-installed products.
- SimpliSafe: DIY home security company offering self-installed alarm systems with optional professional monitoring. Represents the same disruptive threat as Ring to Action24's residential monitored alarm business from a different angle (no contract, lower acquisition cost).
Regional players
- Banham Security: London-based monitored security and locksmith provider with 100+ year heritage. Comparable operating model (own ARC, installation, monitoring, multi-vertical licences) to Action24 but operating in the UK market — relevant as Action24's 2025 AJC merger opens a Northern Ireland foothold adjacent to the UK.
Others
- Yale Home (ASSA ABLOY): Global smart lock and residential security product brand owned by ASSA ABLOY. Adjacent rather than directly competing — supplies smart locks and connected security hardware that complements or substitutes for elements of Action24's residential offering, and is a potential technology partner or competitor depending on go-to-market choices.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Action24 social profiles
Digital presenceAction24 compliance and trust
Trust signalCompliance11 records
Action24 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Action24 leadership team
Management profileNumber of profiles
Profiles1 record
Action24 subsidiaries and ownership
Company hierarchySubsidiaries4 records
Action24 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Action24 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 Action24
What does Action24 do?
Action24 designs, sells, installs, and 24/7 monitors home and business security systems, including touchscreen alarm panels (IQ and 2Gig), wireless sensors, security cameras, access control, and fire protection. For commercial clients, the company delivers integrated intruder, CCTV, access control, and fire alarm systems built on technology partnerships with Verkada, Eagle Eye Networks, ACRE ACT 365, and SmartCell, with all events routed to its own EN 50518-certified Alarm Receiving Centre in Dublin.
Is Action24 a public or private company?
Action24 is a private company. It is classified as venture growth investor backed and is currently operating.
When was Action24 founded?
Action24 was founded in 1981. It employs 51 to 100 people.
Where is Action24 based?
Action24 is headquartered in Dublin, Ireland, in the Europe region.
How does Action24 make money?
Three revenue lines are on record. Alarm System Hardware and Installation is the primary driver. The others are monthly Monitoring Services and service and Maintenance.
Who are Action24's main competitors?
Direct peers on record are PhoneWatch, Securitas Ireland and CSS Group. Broad incumbents are Verisure, G4S Ireland (Allied Universal) and ADT Ireland. Emerging players are Ring (Amazon) and SimpliSafe. Banham Security is listed as a regional player. Yale Home (ASSA ABLOY) is listed as an others.
Does Action24 have an API?
No public API is recorded for Action24.
What industry is Action24 in?
Action24's product category is Home and Business Security Services. Its primary akta.pro industry code is BPAKAGAF, Fire Alarm & Life Safety Systems Integration, with a secondary code of BPABAHAA, Fire Alarm Systems (Design/Install/Service/Monitoring). Its NAICS code is 56162 and its SIC code is 3600.