Secure24
Secure24 is a privately held ADT Authorized Dealer (ranked #2 of 300+ dealers and #1 in customer satisfaction) that sells and installs ADT-monitored home security and smart-home packages to U.S. homeowners across 45 states, primarily through referral partnerships with real estate brokerages, mortgage lenders, and home inspection firms.
- Company typePrivate
- Founded2006
- HeadquartersSt Louis, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Secure24 does
Secure24 (legal name Secure24 Alarm Systems) is a privately held, family- and veteran-owned Authorized Dealer of ADT home security systems, founded in 2006 and headquartered in Earth City, Missouri. The company resells and professionally installs ADT-monitored security and smart-home automation packages — including indoor/outdoor cameras, video doorbells, smart door locks, thermostats, smoke/carbon monoxide/flood sensors, and burglary detection equipment — under multi-year monitoring agreements priced at $53.99/month (36-month standard, 24-month in California) with a $99 installation charge. Its core go-to-market is a partner-driven referral model rather than door-to-door sales: Secure24 works with home inspection firms, real estate brokerages (e.g., Crye-Leike, Jeff Cook Real Estate, Berkshire Hathaway HomeServices Select Properties), and mortgage lenders (LoanDepot, Guild Mortgage) who send clients through a proprietary Partner Portal and the S24 Agent mobile app. End customers are credit-checked U.S. homeowners across 45 states (the company does not serve Alaska, Hawaii, Montana, Idaho, North Dakota, or South Dakota).
Secure24's technology layer is thin and reseller-oriented: the underlying monitoring infrastructure and hardware are ADT's, while Secure24's proprietary assets are limited to the Partner Portal and S24 Agent mobile application that give affiliates real-time visibility into referral status, client communications, and automated monthly commission payouts. There is no disclosed AI/ML, data, or API platform layer. The company's brand position within the ADT ecosystem is unusually strong: it has received the ADT Customer for Life and Outstanding Performance Award eleven times and is ranked #1 in customer satisfaction among all 300+ ADT-Authorized Dealers nationwide, while also being the 2nd largest dealer by volume. There are no funding rounds, acquisitions, or institutional investors disclosed; the company operates on internally generated cash flow with a 51-100 person team.
Secure24 firmographics
Firmographics- Name
- Secure24
- Legal name
- Secure24 Alarm Systems
- Website
- https://s24alarms.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Secure24 is a privately held ADT Authorized Dealer (ranked #2 of 300+ dealers and #1 in customer satisfaction) that sells and installs ADT-monitored home security and smart-home packages to U.S. homeowners across 45 states, primarily through referral partnerships with real estate brokerages, mortgage lenders, and home inspection firms.
- Ownership category
- akta.pro rank
Secure24 industry classification
Industry- Product category
- Home Security Services
- NAICS
- Security Systems Services (56162), Security Systems Services (except Locksmiths) (561621)
- SIC
- Services-Detective, Guard & Armored Car Services (7381)
- akta.pro primary industry
- Smart Home Security Automation & Integration (Monitored) (HSAHAAAF)
- akta.pro secondary industries
- Residential CCTV & Door/Perimeter Surveillance Packages (HSAHACAH), Smart Doorbell Cameras (Wi‑Fi/App-Connected) (HSAHAIAE), Home Security & Access Control (Cameras, Alarms, Smart Locks) (HSAPAQAB), Smart Security Cameras & Surveillance Systems Retail (CRAIAMAF)
Keywords
Where Secure24 is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Secure24 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Monthly Monitoring Agreements: Recurring monthly revenue from 36-month monitoring agreements at $53.99/month ($1,943.64 total), or 24-month agreements at $53.99/month for California ($1,295.76). Requires credit card or electronic payment to checking/savings account.
- Installation Services: One-time installation charge of $99. Professional installation of security equipment including sensors, cameras, door locks, doorbell cameras, and other smart home devices.
- Referral Commissions to Partners: Affiliate partners earn referral commissions for each client referred and converted. Partners receive automated monthly payouts for referred business.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Standard 36-month monitoring plan |
| Subscription | Multi-year contract | California 24-month monitoring plan |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Secure24 product offering
Product offeringCore offering
Secure24 sells, installs, and services ADT-monitored home security and smart home automation systems as an authorized ADT dealer. Offerings include indoor/outdoor cameras, video doorbells, smart thermostats, smart door locks, smoke/carbon/flood sensors, burglary detection, and 24/7 professional monitoring, distributed primarily through affiliate partner referrals and direct-to-consumer sales.
Product overview
Secure24 is the 2nd largest ADT-Authorized Dealer offering ADT-monitored home security and smart home automation systems. The core product is ADT-monitored security with various smart home devices including cameras, door locks, thermostats, and sensors. Customers access their systems through the Secure24 Mobile App, while affiliates use the S24 Agent App and Partner Portal for client referrals and tracking. Professional 24/7 monitoring and live video monitoring are available as service add-ons to the core security packages.
Differentiator
Problem solved
Functional benefit
Products and services
- ADT-Monitored Security Systems ADT-monitored home security and smart home automation packages sold through Secure24 as an authorized ADT dealer. Includes indoor/outdoor cameras, doorbell cameras, smart thermostats, smart door locks, smoke/carbon monoxide/flood sensors, and burglary detection systems for residential homeowners.
- 24/7 Professional Monitoring Round-the-clock professional monitoring service for security systems, with emergency response coordination included with ADT-monitored packages for residential homeowners.
- Live Video Monitoring Live video feed capability allowing customers to view real-time footage from indoor/outdoor cameras and video doorbells through the mobile app.
- Secure24 Mobile App Mobile application enabling customers to monitor and control their ADT security systems remotely, including arming/disarming, viewing live video feeds, and receiving in-home alerts.
- Partner Portal Web-based platform for affiliate partners to track client referral status, view order progress, monitor communications, and manage payouts.
- S24 Agent App Mobile application for Secure24 affiliates to refer new clients, track order progress, and monitor client communications in real-time through the Partner Portal. Available on iOS App Store and Google Play.
Quantifiable outcome
- Ranked #1 in customer satisfaction among 300+ ADT-Authorized Dealers
- +2 more outcomes
Companies that use Secure24
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Secure24 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Secure24 partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- Crye-Leike Home Services & RealtycoreMajor real estate firm partner with over 5-year relationship. Praised Secure24 for attention to detail and high success rate. One of the logos displayed prominently on the partnerships page.
- Advantage Inspection ServicescoreHome inspection company partner. Owner Kevin Dinkel praised Secure24's professionalism and systemized approach. Partner also supports Restoring Purpose Ministries charity.
- Ally Property InspectionscoreHome inspection company partner in Canton, GA. Owner Meredith Jones praised Secure24's professionalism and the extra income benefit for their business.
- Jeff Cook Real EstateflagshipFeatured as a flagship partner with logo displayed on the Secure24 partnerships page. Real estate firm benefiting from referral program for clients.
- LoanDepotflagshipMajor mortgage lender partner with logo displayed on partnerships page. Lenders refer borrowers for home security as value-add to mortgage services.
- Guild MortgageflagshipMortgage company partner with logo displayed on partnerships page. Refer mortgage clients to Secure24 for bundled home security offerings.
- Berkshire Hathaway HomeServices Select PropertiesflagshipBerkshire Hathaway affiliate real estate firm partner with logo displayed on partnerships page. Flagship partner relationship for home security referrals.
- ADTflagshipSecure24 is an Authorized ADT Dealer - the company's primary business model. ADT has been a leader in home security since 1874. Secure24 is the 2nd largest authorized dealer nationwide and ranked #1 in customer satisfaction among 300+ authorized dealers.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Secure24 competitors and assessment
Company assessmentEmerging players
- SimpliSafe: Leading DIY home security provider with no-contract, no-credit-check monitoring plans. Directly competitive with Secure24 on the same homeowner pain points (burglary/fire/CO detection) but without installation requirements or long-term commitments.
- Frontpoint Security: DIY-installed, professionally monitored smart home security provider with month-to-month contracts. Comparable end customer and security scope to Secure24 but with a fundamentally different (self-install, flexible-term) go-to-market model.
Direct peers
- CPI Security: Regional-to-national home security provider offering professionally installed monitored systems with smart home devices and multi-year contracts. Comparable to Secure24 on customer profile, contract structure, and installation-led GTM.
- Vector Security: Provider of monitored home security, smart home, and home automation with professional installation and multi-year monitoring agreements. Operates in overlapping geographies and competes for similar referral-driven customers.
- Vivint Smart Home: One of the largest U.S. smart home security providers, offering professionally installed and 24/7 monitored home security with multi-year contracts and smart home integration. Directly comparable business model to Secure24's ADT-monitored offering, though Vivint owns its monitoring and product stack and is now owned by NRG Energy.
- Ackerman Security: Regional professionally installed monitored security provider with smart home integration and recurring monitoring contracts. Operates with a similar installer/specialist sales model to Secure24.
- Brinks Home: National provider of professionally installed, 24/7 monitored home security systems with multi-year monitoring contracts and smart home integration. Competes head-to-head with Secure24 for the same homeowner customer profile and similar contract structure.
- Guardian Protection: Mid-to-large monitored home security and smart home automation provider with professional installation and recurring monitoring revenue. Closely comparable business model and customer segment to Secure24.
Broad incumbents
- ADT Inc. Largest U.S. monitored home security provider and Secure24's primary product/brand partner. ADT serves the same end customer directly through its own sales channels and competes with its own authorized dealers including Secure24.
- Xfinity Home (Comcast): Broad incumbent offering professionally installed monitored home security as part of Comcast's larger connectivity bundle. Competes for the same homeowner segment with the advantage of bundled broadband.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Secure24 social profiles
Digital presenceSecure24 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Secure24 leadership team
Management profileNumber of profiles
Secure24 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Secure24 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 Secure24
What does Secure24 do?
Secure24 sells, installs, and services ADT-monitored home security and smart home automation systems as an authorized ADT dealer. Offerings include indoor/outdoor cameras, video doorbells, smart thermostats, smart door locks, smoke/carbon/flood sensors, burglary detection, and 24/7 professional monitoring, distributed primarily through affiliate partner referrals and direct-to-consumer sales.
Is Secure24 a public or private company?
Secure24 is a private company. It is classified as family owned and is currently operating.
When was Secure24 founded?
Secure24 was founded in 2006. It employs 51 to 100 people.
Where is Secure24 based?
Secure24 is headquartered in St Louis, United States, in the North America region.
How does Secure24 make money?
Three revenue lines are on record. Monthly Monitoring Agreements are the primary driver. The others are installation Services and referral Commissions to Partners.
Who are Secure24's main competitors?
Emerging players on record are SimpliSafe and Frontpoint Security. Direct peers are CPI Security, Vector Security, Vivint Smart Home, Ackerman Security, Brinks Home and Guardian Protection. Broad incumbents are ADT Inc. and Xfinity Home (Comcast).
Does Secure24 have an API?
No public API is recorded for Secure24.
What industry is Secure24 in?
Secure24's product category is Home Security Services. Its primary akta.pro industry code is HSAHAAAF, Smart Home Security Automation & Integration (Monitored), with a secondary code of HSAHACAH, Residential CCTV & Door/Perimeter Surveillance Packages. Its NAICS code is 56162 and its SIC code is 7381.