SafeWise
SafeWise is a Salt Lake City-based independent review and research platform that publishes expert-tested product reviews, buying guides, and annual safety research (Safest Cities, State of Safety, US Package Theft Report) for consumers researching home security, senior safety, and kids safety products, monetized via affiliate links and advertising.
- Company typePrivate
- Founded2013
- HeadquartersSalt Lake City, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What SafeWise does
SafeWise is a Salt Lake City-based, private online research and review platform founded in 2013 that produces editorial content on home security, personal safety, senior safety, and children's safety. Its core product is the SafeWise.com website, which publishes product reviews, buying guides, and how-to content covering home security systems (SimpliSafe, ADT, Ring, Vivint, Frontpoint, Cove, Abode, Eufy, Reolink), security cameras, smoke and carbon monoxide detectors, medical alert systems, parental control apps, and kids safety devices. Underlying the platform is a content-curation architecture combining a hands-on product review methodology (reportedly 250+ research hours and 25+ in-home tests per category), annual survey-based research (State of Safety Survey), and crime-data analysis drawn from FBI statistics that feed the Safest Cities rankings, US Package Theft Report, and Home Safety Awards.
The company operates a content-led, community-augmented go-to-market: organic SEO, a 7M+ subscriber YouTube channel, an Ask SafeWise Facebook group, and active presences on TikTok, Pinterest, and X drive top-of-funnel discovery. Revenue is generated entirely through indirect monetization — affiliate commissions when users purchase reviewed products via outbound links (primarily to Amazon and other retailers) and display/sponsored content — rather than subscription, licensing, or direct consumer fees. Consumer segments include homeowners and renters (primary), parents and families, seniors and caregivers, and research-oriented consumers seeking crime and safety statistics. The editorial team is supported by an advisory group spanning criminal justice (PhD), health education (credentialed nurse-educator), and IT security, which underpins claims of independent, expert-reviewed recommendations.
Operationally, SafeWise is a small team (11-50 employees), is self-funded with no disclosed outside capital, and has remained privately held since founding. The business exhibits no enterprise B2B motion, no recurring contract revenue, and no application product surface; value is concentrated in web traffic, brand authority, and proprietary annual research datasets that are difficult for competitors to replicate at the same cadence.
SafeWise firmographics
Firmographics- Name
- SafeWise
- Legal name
- SafeWise
- Website
- https://safewise.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SafeWise is a Salt Lake City-based independent review and research platform that publishes expert-tested product reviews, buying guides, and annual safety research (Safest Cities, State of Safety, US Package Theft Report) for consumers researching home security, senior safety, and kids safety products, monetized via affiliate links and advertising.
- Ownership category
- akta.pro rank
SafeWise industry classification
Industry- Product category
- Consumer Safety Content & Reviews
- akta.pro primary industry
- Brand Safety, Fraud Detection & Ad Verification (BPAMALAN)
Keywords
Where SafeWise is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Markets served
SafeWise business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Affiliate Marketing: SafeWise earns commissions when users purchase products through affiliate links on the site. The site features links to home security systems, cameras, medical alert devices, and other safety products on Amazon and other retailers. The company discloses: 'We may earn money when you buy through our links.'
- Advertising/Sponsored Content: The site displays sponsored content, display advertisements, and branded partnerships. Amazon advertising placements appear throughout product review pages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free access to all content, reviews, and research |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels9 records
SafeWise product offering
Product offeringCore offering
SafeWise is an online safety and home security research platform that publishes independent, expert-reviewed product reviews, buying guides, and annual research reports covering home security systems, security cameras, medical alert systems, parental control apps, and personal safety devices. The company monetizes through affiliate referral commissions and advertising when consumers purchase third-party products after reading its reviews and research.
Product overview
SafeWise operates as a safety and home security research platform offering comprehensive reviews, rankings, and educational content across multiple safety verticals. The company's offerings include home security system reviews (covering brands like SimpliSafe, ADT, Ring, Vivint, Frontpoint, and Cove), security camera reviews, medical alert system reviews, parental control app reviews, and smoke/carbon monoxide detector content. Additionally, SafeWise produces annual research reports including the Safest Cities rankings, State of Safety surveys, US Package Theft Reports, and Home Safety Awards. The platform serves as an independent review and research organization, not a product manufacturer.
Differentiator
Problem solved
Functional benefit
Products and services
- Safest Cities Research Reports
- State of Safety Survey
- US Package Theft Report
- Home Safety Awards
- Kids Safety Awards 2026
- SafeWise.com Website
- Smoke Detector Reviews
- Home Security System Reviews
- Medical Alert System Reviews
- Parental Control App Reviews
- Security Camera Reviews
- Carbon Monoxide Detector Content
- Home Security Market Research
Quantifiable outcome
- Package theft cost consumers estimated $14.9 billion nationwide with 90.8 million theft incidents in 2025 (from SafeWise US Package Theft Report)
- +3 more outcomes
Companies that use SafeWise
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
SafeWise technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
SafeWise partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
SafeWise competitors and assessment
Company assessmentBroad incumbents
- CNET: CNET is a large-scale tech and consumer product review publisher covering home security, smart home, and adjacent categories. While broader in scope, it directly competes with SafeWise for SEO traffic on security product reviews.
- Consumer Reports: Consumer Reports is an established nonprofit product testing organization covering home security, appliances, and consumer products. Competes with SafeWise for trust-driven review traffic but operates without affiliate revenue and at a much larger scale.
- Wirecutter: Wirecutter (New York Times) is a product review site covering home, tech, and lifestyle with affiliate-driven revenue. Operates at materially larger scale but shares SafeWise's content-led discovery model and affiliate monetization.
- Tom's Guide: Tom's Guide is a major tech and smart-home review publisher covering security cameras, smart home devices, and home security systems. It competes with SafeWise for security-related search traffic and affiliate revenue at a larger scale.
Emerging players
- The Spruce: The Spruce is a home and lifestyle content site covering home improvement, safety, and related categories. It overlaps with SafeWise in home-focused safety content but is broader in scope and less specialized in security reviews.
- This Old House: This Old House covers home improvement, safety, and security topics with reviews of home security systems and safety products. Comparable to SafeWise in home-focused content and consumer audience, with stronger brand recognition in home improvement.
- BestCompany: BestCompany is a consumer review platform covering home security, medical alert systems, and senior care services. Comparable to SafeWise in vertical focus and affiliate-driven review model, though smaller in audience scale.
Direct peers
- ASecureLife: ASecureLife is a consumer review site focused on home security systems and safety products with an affiliate-driven revenue model and editorial coverage of security cameras, alarm systems, and related devices. Directly comparable to SafeWise in product scope, target audience, and monetization approach.
- Security.org: Security.org provides independent reviews and research on home security systems, security cameras, and identity theft protection. It shares SafeWise's content-led GTM, affiliate monetization, and product review focus across highly overlapping categories.
- Reviewed: Reviewed (part of USA Today) is a consumer product review site covering home, tech, and appliances with affiliate-driven revenue. Comparable to SafeWise in editorial model and monetization approach, with broader category coverage.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
SafeWise social profiles
Digital presenceSafeWise financial estimates
Financial estimateRevenue estimate
Valuation estimate
SafeWise leadership team
Management profileNumber of profiles
Profiles4 records
SafeWise funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SafeWise 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 SafeWise
What does SafeWise do?
SafeWise is an online safety and home security research platform that publishes independent, expert-reviewed product reviews, buying guides, and annual research reports covering home security systems, security cameras, medical alert systems, parental control apps, and personal safety devices. The company monetizes through affiliate referral commissions and advertising when consumers purchase third-party products after reading its reviews and research.
Is SafeWise a public or private company?
SafeWise is a private company. It is classified as unknown and is currently operating.
When was SafeWise founded?
SafeWise was founded in 2013. It employs 11 to 50 people.
Where is SafeWise based?
SafeWise is headquartered in Salt Lake City, United States, in the North America region.
How does SafeWise make money?
Two revenue lines are on record. Affiliate Marketing is the primary driver. The others are advertising/Sponsored Content.
Who are SafeWise's main competitors?
Broad incumbents on record are CNET, Consumer Reports, Wirecutter and Tom's Guide. Emerging players are The Spruce, This Old House and BestCompany. Direct peers are ASecureLife, Security.org and Reviewed.
Does SafeWise have an API?
No public API is recorded for SafeWise.
What industry is SafeWise in?
SafeWise's product category is Consumer Safety Content & Reviews. Its primary akta.pro industry code is BPAMALAN, Brand Safety, Fraud Detection & Ad Verification.