SecuSafe
SecuSafe is an Australian-owned B2B distributor of security and smart-home products (CCTV, alarms, intercoms, access control, networking) that supplies professional installers and integrators across Australia through 7 branches, a trade e-commerce portal, and a mobile app.
- Company typePrivate
- Founded2007
- HeadquartersSeven Hills, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What SecuSafe does
SecuSafe Pty Ltd is an Australian privately-held B2B security products distributor founded in 2007, headquartered in Norwest, NSW, with 7 branch/warehouse locations across New South Wales, Victoria, Queensland, and Western Australia. The company serves the Australian security trade — primarily professional security installers and system integrators — supplying a multi-brand catalog of CCTV cameras, video surveillance (NVRs, AI cameras), intrusion and fire alarm systems, IP intercoms, access control, networking equipment, and increasingly smart home automation products. Core vendor lines include AJAX (security alarms, Fibra wired systems, cameras), Akuvox (IP intercoms and access control), Akubela (smart home panels and Zigbee locks), HiLook (Hikvision sub-brand), UNV/Uniview, VIVOTEK (including the VORTEX AI cloud platform), ZKTeco, Wi-Tek, and several accessory brands.
Commercially, SecuSafe operates a trade-only B2B distribution model: customers must register and be approved for trade accounts to access pricing and ordering via a Shopify-based e-commerce portal and a dedicated iOS/Android mobile app. The company runs a field sales motion with dedicated, long-tenured account managers (e.g., a 10-year veteran account manager is publicly highlighted) and supports installers with technical support, training events, partner open days, and a 5-year AJAX warranty that is uniquely extended by SecuSafe. The revenue model is hardware sales margin-based across roughly 600+ active SKUs, with no disclosed subscription or recurring software revenue of SecuSafe's own. The company has no external investors, no parent, and no subsidiaries; ownership appears to be founder/management-held.
SecuSafe firmographics
Firmographics- Name
- SecuSafe
- Legal name
- SecuSafe Pty Ltd
- Website
- https://secusafe.com.au
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SecuSafe is an Australian-owned B2B distributor of security and smart-home products (CCTV, alarms, intercoms, access control, networking) that supplies professional installers and integrators across Australia through 7 branches, a trade e-commerce portal, and a mobile app.
- Ownership category
- akta.pro rank
SecuSafe industry classification
Industry- Product category
- Security Equipment Distribution
- NAICS
- Security Systems Services (56162), Security Systems Services (except Locksmiths) (561621)
- SIC
- Wholesale-Electronic Parts & Equipment, Nec (5065), Computer Communications Equipment (3576), Communications Equipment, Nec (3669)
- akta.pro primary industry
- Physical Security & Access Control (Mantraps, CCTV, Biometrics) (HDABAKAH)
- akta.pro secondary industries
- Access Control & Identity Systems Integration (Badge, Biometrics, Mobile) (BPAKAGAB), Secure Email Gateway (SEG) (HDADAKAA)
Keywords
Where SecuSafe is headquartered
LocationHeadquarters
- HQ city
- Seven Hills
- HQ country
- Australia
- HQ region
- Oceania
Offices7 records
Markets served
SecuSafe business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Security Equipment Distribution: B2B distribution of security products including CCTV cameras, access control, intercoms, alarms, and networking equipment to trade customers (installers and integrators). Products sourced from multiple international brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Trade Account Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
SecuSafe product offering
Product offeringCore offering
SecuSafe is an Australian-owned security products master distributor that supplies CCTV, video intercom, access control, intrusion alarms, networking, smart home, and security fog systems from multiple global brands to professional security installers and system integrators across Australia. Trade customers access products through a dedicated online portal and seven physical branch locations, supported by next-day delivery, technical support, dedicated account managers, and manufacturer-backed warranties.
Product overview
SecuSafe is an Australian-owned and managed security products distributor serving the trade market with a diverse portfolio spanning multiple brands. The offering is structured as a platform-plus-distribution model across multiple product lines: AJAX (235+ products) is the largest line covering security alarms, video surveillance, fire detection, and home automation including control panels, sensors, sirens, and cameras with hybrid illumination; Akuvox (135+ products) provides IP intercoms, door stations, indoor monitors, access control terminals, and 2-wire systems with AI features; Akubela offers smart home panels and Zigbee-based automation; HiLook (65+ products) delivers Hikvision-sub-brand cameras, NVRs, and access control; UNV (107+ products) provides Uniview cameras across Easy/Prime/Pro/Triguard/OwlView series, NVRs, and smart parking solutions; VIVOTEK offers network cameras, NVRs, and the AI-powered VORTEX cloud surveillance platform; Wi-Tek provides networking equipment including PoE switches; ZKTeco covers access control and intercom solutions. SecuSafe also distributes complementary accessories and provides trade accounts, technical support, pre-configuration services, and training.
Differentiator
Problem solved
Functional benefit
Products and services
- AJAX Wireless Security Systems Wireless intrusion alarm and security system product line (AJAX Jeweller range) including motion detectors with photo verification, touch-screen keypads, and fire detectors for residential and commercial security installations. Targeted at professional security installers and system integrators.
- AJAX FIBRA Wired Security Systems Wired hybrid security systems distributed under the AJAX FIBRA brand, providing hardwired intrusion detection alternatives to wireless AJAX systems for permanent professional installations. Targeted at installers and integrators.
- Akuvox Intercom and Access Control IP video intercom systems and access control terminals distributed under the Akuvox brand for residential, commercial, and apartment building entry management. Targeted at professional installers and integrators.
- Akubela Smart Home Smart home automation product line under the Akubela brand, offered to installers for residential and light-commercial smart home integration projects.
- HiLook by Hikvision Surveillance Surveillance cameras and recording equipment distributed under the HiLook brand (by Hikvision), positioned as value-oriented CCTV solutions for residential and small-commercial installations. Targeted at trade security installers.
- UNV (Uniview) Surveillance IP video surveillance cameras, NVRs, and related equipment distributed under the UNV (Uniview) brand for commercial and enterprise-grade CCTV installations. Targeted at professional installers and integrators.
- VIVOTEK Surveillance Network cameras and IP surveillance solutions distributed under the VIVOTEK brand, used in commercial and large-scale security installations. Targeted at professional installers and integrators.
- Wi-Tek Networking Networking hardware including PoE switches, industrial switches, media converters, and wireless bridges distributed under the Wi-Tek brand to support IP security camera and device connectivity on installation sites. Targeted at professional installers.
- ZKTeco Access Control and Intercom Access control and intercom systems distributed under the ZKTeco brand, including biometric and card-based access terminals and entry intercoms for commercial facilities. Targeted at professional installers and integrators.
- UR FOG Security Fog Systems Anti-intrusion security fog generators distributed under the UR FOG brand, designed to obscure visibility inside premises during a break-in event. Targeted at professional installers and high-security commercial sites.
- Konec Smart Home Solutions Smart home product line distributed under the Konec brand for residential automation integration. Targeted at professional installers and integrators.
- Uniarch Surveillance Surveillance product line distributed under the Uniarch brand, covering IP cameras and recording equipment. Targeted at professional installers and integrators.
- Hankest, Night Sabre and RAPIDLINK Miscellaneous Security Products Miscellaneous security product lines (Hankest, Night Sabre, RAPIDLINK) distributed alongside core brand portfolio to complete the supply offering for trade installers.
Quantifiable outcome
- Over 100 Akuvox projects delivered with Akuvox Partner Summit Award recognition
- +1 more outcomes
Companies that use SecuSafe
Customer profileNamed customers8 records
Segments1 record
Ideal customer profiles1 record
SecuSafe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability6 records
SecuSafe partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, major and minor.
- UNV (Uniview)coreSecuSafe announced as official National Distributor of UNV (Uniview) in Australia. Full product range including cameras, NVRs, and intercom solutions distributed.
- Konec SolutionsmajorSecuSafe established as National Authorized Distributor for Konec Solutions smart home products including Zigbee smart locks, HyPanels, and automation add-ons.
- Night Sabre (Device Smart)minorSecuSafe is exclusive national distributor for Night Sabre products by Device Smart, bringing NS-60 Series to Australian market.
- Ajax SystemscoreSecuSafe is an authorized distributor of Ajax Systems, a leading security and alarm system manufacturer. They offer exclusive 5-year warranty (2 years by Ajax + 3 years extended by SecuSafe). Regular AJAX Special Events hosted, with SecuSafe being first in Australia and first in the world to offer the extended warranty.
- VIVOTEKcoreSecuSafe holds authorized distributor certification for VIVOTEK, distributing their network cameras, NVRs, and VORTEX cloud surveillance platform across Australia.
- Wi-TekmajorSecuSafe distributes Wi-Tek networking products including PoE switches, wireless solutions, and industrial switches. Strong partnership including CPSE exhibition participation and product training.
- ZKTecocoreSecuSafe distributes ZKTeco access control and intercom products, hosting ZKTeco Open Days and training sessions. Received ZKTeco Distinguished Brand Advocate Award.
- ASIALcoreSecuSafe is a Gold Corporate Member of the Australian Security Industry Association (ASIAL), participating in industry events and exhibitions.
- AkuvoxcoreSecuSafe is Australia's official Akuvox distributor with 100+ projects delivered and Partner Summit Award recognition. Distributes intercom monitors, door stations, access control, and 2-wire systems.
- HiLook (Hikvision)coreSecuSafe officially appointed as national distributor of HiLook by Hikvision products across Australia. Full range of HiLook products now available in all SecuSafe stores.
Scale indicators4 records
Recent moves9 records
Expansion highlights6 records
SecuSafe competitors and assessment
Company assessmentBroad incumbents
- Ingram Micro: Global IT and security distributor with Australian operations. Indirect peer offering enterprise-grade procurement, logistics, and financing SecuSafe cannot match at scale.
- Dicker Data: ASX-listed Australian IT distributor expanding into security and surveillance. Adjacent peer competing for the same installer channel with broader hardware breadth.
- Wesco Anixter: Global broadline distributor with a security and low-voltage practice that supplies enterprise-scale customers. Larger peer that could acquire or outcompete SecuSafe on national accounts.
Regional players
- CSE Crosscom: ANZ-focused distributor of communications, security, and surveillance equipment. Overlaps with SecuSafe on CCTV and access control but broader PAGA/communications portfolio.
Direct peers
- Hills Limited: Australian-listed distributor of security, healthcare, and audio-visual technology with national branch network. Closest Australian-listed analogue to SecuSafe's trade-distribution model.
- BGW Technologies: Australian-owned distributor of CCTV, access control, intercoms, and alarms targeting the same installer/integrator trade channel. Head-to-head competitor for brands and trade accounts.
- ADI Global Distribution: Largest global wholesale distributor of security, AV, and low-voltage products with deep ANZ operations. Direct competitor to SecuSafe in supplying Australian security installers across CCTV, access control, and intrusion.
Others
- Hikvision Australia (direct): HiLook/Hikvision brand owner that controls distribution rights. SecuSafe is one of its distributors, so Hikvision's move toward direct sales or alternate distributors is a structural risk and reference point for the brand it relies on.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
SecuSafe social profiles
Digital presenceSecuSafe compliance and trust
Trust signalCompliance1 record
SecuSafe financial estimates
Financial estimateRevenue estimate
Valuation estimate
SecuSafe leadership team
Management profileNumber of profiles
Profiles2 records
SecuSafe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SecuSafe 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 SecuSafe
What does SecuSafe do?
SecuSafe is an Australian-owned security products master distributor that supplies CCTV, video intercom, access control, intrusion alarms, networking, smart home, and security fog systems from multiple global brands to professional security installers and system integrators across Australia. Trade customers access products through a dedicated online portal and seven physical branch locations, supported by next-day delivery, technical support, dedicated account managers, and manufacturer-backed warranties.
Is SecuSafe a public or private company?
SecuSafe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SecuSafe founded?
SecuSafe was founded in 2007. It employs 11 to 50 people.
Where is SecuSafe based?
SecuSafe is headquartered in Seven Hills, Australia, in the Oceania region.
How does SecuSafe make money?
One revenue line is on record: security Equipment Distribution.
Who are SecuSafe's main competitors?
Broad incumbents on record are Ingram Micro, Dicker Data and Wesco Anixter. CSE Crosscom is listed as a regional player. Direct peers are Hills Limited, BGW Technologies and ADI Global Distribution. Hikvision Australia (direct) is listed as an others.
Does SecuSafe have an API?
No public API is recorded for SecuSafe.
What industry is SecuSafe in?
SecuSafe's product category is Security Equipment Distribution. Its primary akta.pro industry code is HDABAKAH, Physical Security & Access Control (Mantraps, CCTV, Biometrics), with a secondary code of BPAKAGAB, Access Control & Identity Systems Integration (Badge, Biometrics, Mobile). Its NAICS code is 56162 and its SIC code is 5065.