Action24

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.

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

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

• Monitored alarm systems
• Home security services
• Business security systems
• CCTV and access control
• Alarm monitoring services

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core.

• O'Flynn GroupcoreStrategic or Co-development Partner · 1 January 2019New partnership in 2019 for Action24 to install smart alarms as standard in every home of three large O'Flynn Group housing developments.
• Alarm.comcoreTechnology or Integration · 1 January 2016Ireland'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 NetworkscoreTechnology or IntegrationCloud 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)coreTechnology or IntegrationACRE's ACT 365 cloud-based access control solution deployed for Dublin Utility Company migration from on-site server to cloud system.
• VerkadacoreTechnology or IntegrationVerkada hybrid cloud solution deployed for Sport Ireland Campus project. Includes IP cameras with edge recording and Verkada Command access control platform.
• Vanderbilt (ACT)coreTechnology or IntegrationVanderbilt ACT Enterprise Pro software platform used for Mercury Engineering and IPC House access control systems. ACT 1500 IP door controllers as system backbone.
• HikvisioncoreTechnology or IntegrationHikvision 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

Direct 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

• TikToktiktok.com/@action24ireland
• Facebookfacebook.com/Action24Ireland
• LinkedInlinkedin.com/company/action24ireland

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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 Action24