Life Assure

What Life Assure does

Life Assure is a Winnipeg-based Canadian provider of medical alert systems designed to keep seniors safe and independent at home and on the go. The company, legally organized as Life and Home Security Services Group Inc., sells two core hardware products: the Classic Home landline/VoIP-based in-home system priced at $34.95 per month and the Premium Mobile Plus GPS- and cellular-enabled mobile device at $54.95 per month, both offering 24/7 connection to a third-party-monitored response center. The product platform is complemented by the Stay Safe Companion App (iOS and Android) that allows caregivers to monitor device location, battery status, and signal strength, plus an optional Fall Detection pendant that automatically triggers an alert when a fall is sensed. Devices are water-resistant, include two-way voice communication, and the Classic Home base unit carries an 80-hour backup battery, positioning the system to remain operational during power outages and in the bathroom where many senior falls occur.

The business operates on a recurring monthly subscription model with no long-term contracts, no activation fees, and no hidden fees; a Direct Buy option allows subscribers to own the equipment outright. Go-to-market is direct-to-consumer through the lifeassure.com e-commerce site (with an interactive product quiz), a toll-free 1-800 phone sales line, and referrals from healthcare clinics and professional caregivers. Marketing reach is built on earned media (Globe and Mail, Reuters, National Post, Associated Press, Entrepreneur), review platforms (Google, Trustpilot, Birdeye), and an active social media presence, with content marketing focused on aging-in-place and fall-prevention topics. The company holds BBB A+, CSAA, CANASA, and ULC certifications, all of which are prerequisites for credible operation in Canadian professional alarm monitoring.

Name

Life Assure

Legal name

Life and Home Security Services Group Inc.

Website

https://lifeassure.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Life Assure is a Winnipeg-based Canadian provider of medical alert systems for seniors, offering 24/7-monitored home and mobile GPS devices plus a caregiver companion app, sold direct-to-consumer via subscription across all Canadian provinces and territories.

Ownership category

akta.pro rank

Product category

Medical Alert Systems / Personal Emergency Response Services

NAICS

Services for the Elderly and Persons with Disabilities (62412)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Wearable Medical Alert Devices (Pendants, Watches, Bands) (HSAHAHAI)

akta.pro secondary industries

Personal Emergency Response (PERS) & Medical Alert Monitoring (HSAHAAAL), Fall Detection & Automatic Alert Monitoring Services (HSAHAHAC), Caregiver Monitoring, Check-In & Family Notification Platforms (HSAHAHAE), Elderly/Frail & Assisted Living Connected Care (PERS/Fall Detection) (HLACAFAE)

Keywords

• Medical alert systems
• Personal emergency response
• Senior safety monitoring
• Fall detection devices
• Caregiver monitoring apps

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Monitoring Subscription - Classic Home: Recurring monthly subscription service providing 24/7 monitoring, two-way voice communication, and emergency response. The Classic Home plan is priced at $34.95/month with no long-term contracts, no activation fees, and no hidden fees. Equipment is provided as part of the service.
2. Monthly Monitoring Subscription - Premium Mobile Plus: Recurring monthly subscription service providing 24/7 monitoring with GPS and cellular connectivity for on-the-go protection. The Premium Mobile Plus plan is priced at $54.95/month with no long-term contracts, no activation fees, and no hidden fees.
3. Optional Add-Ons: Optional upgrades including Fall Detection capability and Lockbox for emergency access, which may be offered as add-on purchases or included with certain plans.
4. Direct Buy Option: Customers can purchase equipment directly (Direct Buy Option) rather than renting, where Life Assure transfers ownership of the equipment to the subscriber.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Life Assure sells and monitors personal emergency response systems (medical alert devices) for Canadian seniors. Its core product set is a Classic Home in-home base unit with a wearable water-resistant pendant and a Premium Mobile Plus GPS/cellular pendant, each connected to a 24/7 CSAA-, CANASA-, and ULC-certified monitoring center staffed by Medical Alert Specialists who dispatch emergency help when the user presses the help button or the optional fall detection sensor is triggered. The offering is sold on a no-long-term-contract monthly subscription (or via a Direct Buy equipment purchase) and is supported by the Stay Safe caregiver companion app.

Product overview

Life Assure is a Canadian medical alert device provider offering a portfolio of products for senior safety and independent living. The core offering includes two main medical alert devices: the Classic Home (landline-based in-home system priced at $34.95/month) and the Premium Mobile Plus (GPS/cellular-based mobile system priced at $54.95/month). These are complemented by the Stay Safe Companion App for caregiver monitoring and an optional Fall Detection add-on for automatic emergency alerting. The devices are designed to be water-resistant and wearable as necklaces or wristbands, connecting users to 24/7 monitoring centers for emergency assistance.

Differentiator

Problem solved

Functional benefit

Brands

• Stay Safe: Companion app for caregivers to monitor device location, battery status, and receive emergency notifications
• StaySafe App
• Classic Home
• Premium Mobile Plus

Products and services

• Classic Home Medical Alert Device
• Premium Mobile Plus Medical Alert Device Mobile, GPS- and cellular-enabled medical alert pendant for active Canadian seniors who need protection outside the home. The device works virtually anywhere in Canada on cellular networks (no landline required), is water resistant, supports fall detection capability, charges fully within 4 hours, and connects the user to Life Assure's 24/7 Medical Alert Specialists via two-way voice, with GPS used to pinpoint the user's location for emergency responders.
• Stay Safe Companion App Caregiver-focused mobile application for iOS and Android that lets family members and professional caregivers remotely monitor a Life Assure subscriber's device. The app provides real-time visibility into device location (GPS), battery status, and signal strength, and sends instant notifications for emergencies and low battery events, helping families and caregivers support seniors aging in place.
• Fall Detection Add-On Optional automatic fall detection capability that can be added to a Life Assure medical alert plan. The pendant uses sensor technology to detect when a user has fallen and automatically sends an alert to the 24/7 monitoring center, even if the user cannot press the help button or speak, enabling faster emergency response.
• Lockbox (with Direct Buy Option) Optional secure lockbox accessory that allows paramedics and caregivers to enter a Life Assure subscriber's home during an emergency without breaking doors or windows. The lockbox is offered as an add-on, and the accompanying Direct Buy Option allows customers to purchase Life Assure medical alert equipment outright rather than renting it as part of the monthly monitoring subscription.

Quantifiable outcome

• Up to 43% of seniors aged 70+ experience a fall each year according to World Health Organization data cited on the site.
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature7 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Chiptech: New Zealand-based PERS and telecare provider offering monitored personal alarms, fall detection, and caregiver platforms to seniors. Comparable product set and monitoring infrastructure but primarily serves the Australasian market.
• TELUS Health: Health division of major Canadian telecom TELUS, which offers remote patient monitoring and personal emergency response services to Canadian seniors. Most relevant Canadian regional peer given overlapping geography and distribution scale.

Direct peers

• Life Alert: The most iconic US-based medical alert/PERS company offering in-home and mobile emergency response pendants with 24/7 monitoring. Highly comparable product set, subscription model, and target customer (seniors aging in place).
• Bay Alarm Medical: US PERS provider offering in-home, mobile GPS, and fall-detection pendants on monthly subscriptions. Closely comparable product lineup, pricing tiering, and direct-to-consumer go-to-market aimed at seniors and their adult children.
• Lively (Best Buy Health): Direct-to-consumer senior health and safety service offering mobile medical alert devices with optional fall detection, plus a caregiver app (Lively Link). Closely comparable product ecosystem and mobile-first GTM.
• Medical Guardian: Top US PERS competitor offering Classic Home, Mobile, and Active Guardian GPS devices with optional fall detection. Highly comparable subscription tiers, marketing approach, and caregiver-friendly value proposition.
• MobileHelp: PERS provider known for mobile and GPS-enabled medical alert devices plus tablet-based systems. Comparable wearable hardware, cellular connectivity approach (matching Premium Mobile Plus), and caregiver monitoring features.

Broad incumbents

• ADT Health: Medical alert offering from ADT, the incumbent home security giant. Overlaps with Life Assure's monitoring infrastructure (ULC/CSAA-style certifications) and home-based pendants but is part of a much broader security portfolio.
• Connect America (Philips Lifeline): Largest North American PERS provider following acquisition of Philips Lifeline; offers AutoAlert fall detection and GoSafe mobile GPS. Comparable core offering with deeper healthcare-system channel reach and brand recognition.

Emerging players

• Apple (Apple Watch): Apple Watch includes fall detection and Emergency SOS, increasingly serving as an alternative to dedicated PERS hardware for active seniors. Represents the most disruptive emerging substitute to Life Assure's wearable alert devices.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Lifeassurealert
• YouTubeyoutube.com/@lifeassure
• Facebookfacebook.com/lifeassure
• Instagraminstagram.com/medicalalert
• LinkedInlinkedin.com/company/lifeassure

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Life Assure