SureSafe Alarms
SureSafe Alarms is a UK-based direct-to-consumer telecare retailer selling personal alarms (mobile, in-home, dementia, seizure, lone-worker) backed by TSA-accredited 24/7 monitoring subscriptions for elderly, vulnerable and lone-worker end-users.
- Company typePrivate
- Founded2015
- HeadquartersLiverpool, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What SureSafe Alarms does
SureSafe Alarms is a UK-based direct-to-consumer telecare and assistive-technology company that sells personal alarm devices and recurring 24/7 monitoring subscriptions to elderly, vulnerable, and lone-worker end-users and their families. Its product portfolio spans in-home landline/broadband alarms (SureSafe 24/7 Connect, SureSafe Digital Connect 24/7, FallSafe, Fall Alert), fully mobile GPS alarms (flagship SureSafeGO in watch or pendant form), and clinically specialized SKUs including the lockable-strap SureSafe Dementia Tracker, SureSafe Seizure Alarm and the SureSafe Lone Worker Alarm. Devices embed cross-network SIM cards, GPS satellite tracking and accelerometer/pressure-based fall-detection sensors, and are paired with a free Friends & Family companion mobile app supporting up to three nominated caregivers.
The company's revenue model is hybrid: one-time hardware sales (£49.00–£174.95 per device) supplemented by recurring monthly monitoring subscriptions of £15.99–£31.50 billed annually or quarterly, plus PAYG credit bundles for family-monitored mobile alarms and accessories (straps, belt clips, key safes, additional pendants). Go-to-market is DTC through personalalarms.org (with a localized US storefront), UK 0800 inside-sales, free Royal Mail next-day delivery, and a 30-day risk-free trial; VAT exemption is offered to qualifying disabled users. Since 2015 SureSafe has sold 99,960+ alarms and its two UK-based TSA-accredited, QSF-certified 24/7 response centres together monitor over 170,000 people. The company is privately held with no disclosed funding rounds and an 11–50 employee footprint.
SureSafe Alarms firmographics
Firmographics- Name
- SureSafe Alarms
- Legal name
- SureSafe
- Website
- https://personalalarms.org
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SureSafe Alarms is a UK-based direct-to-consumer telecare retailer selling personal alarms (mobile, in-home, dementia, seizure, lone-worker) backed by TSA-accredited 24/7 monitoring subscriptions for elderly, vulnerable and lone-worker end-users.
- Ownership category
- akta.pro rank
Where SureSafe Alarms is headquartered
LocationHeadquarters
- HQ city
- Liverpool
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
SureSafe Alarms business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Equipment Sales (Hardware): One-time purchase of personal alarm devices, accessories, and additional pendants. Pricing varies by model (e.g., SureSafeGO from £56.25, SureSafe Digital Connect 24/7 from £49.00, Dementia Tracker £93.50, accessories from £24.95). Setup fees often waived or discounted in promotional bundles.
- 24/7 Monitoring Subscription (Annual & Quarterly): Recurring monthly subscription for connection to SureSafe's UK-based 24/7 Response Centre (TSA accredited). Monthly equivalent £15.99–£31.50 depending on product (SureSafe Digital Connect 24/7 £15.99pm or £18.99pm with fall detection; SureSafeGO £19.99pm). Discounts applied when billed annually or quarterly; VAT exemption available for qualifying medical conditions.
- Family-Monitored Subscription (PAYG Credit): Family monitored alarms (e.g., SureSafeGO Family Monitored £174.95 + £9.00pm) and SureSafeGO PAYG credit bundles for family-monitored models. PAYG credit includes 15 minutes talk time, 45 SMS and 3MB data per month, sold in 3, 6, and 12-month bundles.
- Accessories & Spare Parts: Sale of additional pendants, leather belt clips, key safes, replacement straps, custom Go Plus watch straps (10+ styles including magnetic and silicone), and other telecare accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Annual | SureSafeGO 24/7 Monitored — flagship mobile GPS alarm (watch or pendant) with annual or quarterly subscription |
| Hybrid | Pay-as-you-go | SureSafeGO Family Monitored — pay-as-you-go mobile alarm |
| Hybrid | Annual | SureSafe Digital Connect 24/7 — in-home digital personal alarm |
| Subscription | Annual | SureSafe Dementia Tracker — secure lockable GPS watch |
| Subscription | Annual | FallSafe and Fall Alert — landline-based fall detectors |
| Subscription | Annual | SureSafe Lone Worker Alarm — B2B fall-detection alarm |
| One time/ perpetual license | Pay-as-you-go | Accessories — additional pendants, straps, key safes |
Go-to-market motion1 record
Distribution channels5 records
SureSafe Alarms product offering
Product offeringCore offering
SureSafe sells a portfolio of personal alarm devices — mobile GPS alarms (SureSafeGO), in-home digital alarms (SureSafe Digital Connect 24/7, SureSafe 24/7 Connect), wrist/neck-worn fall detectors (FallSafe, Fall Alert), a lockable dementia tracker watch, and specialty seizure and lone-worker alarms — bundled with a 24/7 monitoring subscription delivered from two TSA-accredited UK Response Centres, supported by a Friends & Family companion mobile app and accessories (belt clips, key safes, straps, additional pendants).
Product overview
SureSafe is a single-vendor product line of personal alarms for the elderly and vulnerable, offered both as a portfolio of connected devices and as a 24/7 monitoring service — not a multi-module platform. The flagship SureSafeGO mobile alarm (watch or pendant, with 24/7 monitoring or family monitoring) anchors the offering, complemented by in-home models (SureSafe Digital Connect 24/7, SureSafe 24/7 Connect, FallSafe, Fall Alert) that work with landline or broadband. Specialty products target specific use cases: the SureSafe Dementia Tracker for Alzheimer's/dementia patients, SureSafe Lone Worker Alarm for employees, and SureSafe Seizure Alarm for epilepsy sufferers. SureSafeGO, the Dementia Tracker and Lone Worker variants are accompanied by the Family & Friends mobile app for caregivers, and accessories (leather belt-clip, key safe, additional pendants, and custom watch straps) extend the core wearables. UK-based 24/7 Response Centres, accredited by the TSA and certified to the Quality Standards Framework, support the monitored SKUs.
Differentiator
Problem solved
Functional benefit
Brands
- SureSafeGO: Flagship mobile personal alarm available in watch or pendant format with 24/7 monitoring, fall detection and GPS tracking; the company's signature 'Go Anywhere' alarm.
- SureSafe Digital Connect 24/7
- SureSafe Dementia Tracker
- SureSafe 24/7 Connect
- FallSafe
- Fall Alert
- SureSafe Lone Worker Alarm
- SureSafe Seizure Alarm
Products and services
- SureSafeGO Flagship fully-mobile personal alarm available in watch or pendant format, offering 24/7 monitoring or family monitoring options. Features automatic fall detection, GPS tracking, two-way speech, geo-fencing, home beacon location, 'Find Me' function, and medication reminders (watch only). Water resistant and works via mobile networks independent of any landline.
- SureSafe Digital Connect 24/7 Digital, future-proof in-home personal alarm designed for the BT digital switchover. Plugs into the broadband router and connects to SureSafe's 24/7 response centre. Available as wristband or pendant with up to 100m range (50m with fall detection) and up to 5-year battery life with automatic replacement service.
- FallSafe Landline-based wrist-worn fall detector alarm that detects a fall and automatically calls for help. Designed for use in and around the home with 24/7 monitoring available.
- Fall Alert Neck-worn personal alarm pendant with automatic fall detection that calls for help. Works via landline in and around the home.
- SureSafe 24/7 Connect Monitored base-unit alarm system for the elderly providing 24/7/365 peace of mind. Bath and showerproof, available as wristband or pendant, with optional add-on fall detection.
- SureSafe Dementia Tracker Mobile GPS tracker watch designed for people with dementia or Alzheimer's, with a secure lockable non-removable strap. Includes fall detection, SOS button, GPS location sharing, geo-fencing for safe-zone alerts, and integrates with the Family & Friends app.
- SureSafe Lone Worker Alarm Lone worker alarm available in watch or pendant format with 24/7 or self-managed monitoring. Includes automatic fall detection and GPS tracking for employees working alone or in the field.
- SureSafe Seizure Alarm Personal alarm for people with epilepsy or seizure conditions. Available with family or 24/7 monitoring, GPS tracking and fall detection to summon help quickly after a seizure event.
- Family & Friends App Free mobile app that accompanies SureSafeGO and other alarms, allowing up to three nominated family members or friends to view current location, location history, device status, battery status, activity/event log, receive in-app alerts, and use a secure in-app chat feature for connected care.
- SureSafeGO Leather Belt-Clip Leather belt-clip carrying holder for the new SureSafeGO, allowing the device to be worn clipped to a belt or waistband.
- SureSafe Key Safe Key safe box for secure outdoor key storage, allowing friends, family and emergency services quick access to the home in the event of an emergency.
- SureSafe 24/7 Connect Additional Pendant Additional or spare pendant for the SureSafe 24/7 Connect alarm, for another household member or as a backup.
- SureSafeGO Plus Custom Watch Straps Range of 10+ custom watch straps for the SureSafeGO Plus, including Easy-On magnetic straps in gold, champagne, rose gold, canary yellow, rose jaipur, grey, midnight blue, saddle brown finishes, plus white silicone press stud straps.
- SureSafe 24/7 Monitoring Subscription Recurring subscription connecting SureSafe personal alarms to the company's TSA-accredited UK-based 24/7 Response Centre. Available annually or quarterly with significant year-1 discounts versus monthly billing and VAT exemption for qualifying medical conditions.
Quantifiable outcome
- 99,960+ alarms sold
- +7 more outcomes
Companies that use SureSafe Alarms
Customer profileIdeal customer profiles2 records
SureSafe Alarms technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
SureSafe Alarms partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Rotary (UK)minorRotary logo displayed in the homepage 'respected organisations' slider. SureSafe states they 'work with some of the UK's most respected organisations' and Rotary is featured as one such partner.
- British Red CrossminorBritish Red Cross logo displayed alongside other respected UK organisations on the homepage, indicating a brand association / partnership.
- TSA (Telecare Services Association)coreSureSafe's UK monitoring centres are TSA accredited and certified to the TSA Quality Standards Framework. The TSA logo is featured on the homepage as a partner/affiliation mark.
- NHS (National Health Service)minorNHS logo displayed in the homepage partner slider, indicating brand association with the UK's public health service.
- Royal MailcoreRoyal Mail is SureSafe's delivery partner for all UK orders via Royal Mail First Class Recorded Delivery, providing next-day delivery for orders placed Mon–Thu before 1pm.
- CJ Affiliate (Commission Junction)minorSureSafe runs an affiliate/publisher programme on the CJ Affiliate network (cid=7109400) for website referrals and partner commissions, advertised via 'Affiliate / Partner Opportunities' link in the site footer.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
SureSafe Alarms competitors and assessment
Company assessmentDirect peers
- Taking Care (PPP Taking Care): Taking Care is a long-established UK personal-alarm and 24/7 monitoring service offering pendant alarms, fall detectors, and GPS trackers for elderly customers. It is a direct D2C competitor with a comparable subscription-based telecare model and overlap across in-home and mobile SKUs.
- Medical Guardian: Medical Guardian is a leading US personal emergency response company selling in-home, mobile, and smartwatch-style medical alert systems with 24/7 monitoring. It is a direct peer with overlapping product portfolio and a comparable D2C subscription model.
- Telecare24: Telecare24 is a UK personal alarm and telecare monitoring service offering pendant, fall-detection, and GPS alarms on subscription. It is a direct D2C peer with comparable product positioning, subscription pricing, and TSA-accredited monitoring.
- Careline365: Careline365 is a UK direct-to-consumer personal alarm provider selling pendant alarms, fall detectors, and GPS alarms on subscription with 24/7 monitoring. It directly competes with SureSafe on price, product range, and D2C distribution.
- Age UK Personal Alarms: Age UK offers personal alarm services (formerly provided through PPP Taking Care and partners) for the elderly across the UK. It is a direct competitor with strong brand affinity in the same target demographic SureSafe serves.
- Bay Alarm Medical: Bay Alarm Medical is a US-based personal alarm provider offering in-home, mobile GPS, and fall-detection devices on subscription with 24/7 monitoring. It is a direct peer to SureSafe's US storefront, with similar product mix and subscription pricing model.
Broad incumbents
- Tunstall Healthcare: Tunstall is the UK's largest telecare and telehealth provider, offering analogue and digital personal alarms, monitoring centre services, and integrated care platforms to local authorities and housing associations. It is the broad incumbent that SureSafe competes against across in-home, mobile, and digital-switchover products.
- Apple (Apple Watch fall detection): Apple Watch includes automatic fall detection and Emergency SOS that competes with SureSafeGO for mainstream users, particularly less vulnerable adults who already own a smartwatch. While Apple is not a dedicated telecare player, its embedded safety features represent the most significant commoditisation threat to SureSafe's mobile-alarm SKUs.
- Appello Telecare: Appello is one of the UK's largest telecare monitoring and technology providers, serving local authorities, housing associations, and individual customers with analogue/digital personal alarms and 24/7 response services. It competes with SureSafe across monitoring infrastructure and digital-switchover-ready hardware.
Emerging players
- Lively (Best Buy Health): Lively, now part of Best Buy Health, sells connected personal emergency response devices and senior-focused mobile phones with 24/7 monitoring in the US. It overlaps with SureSafe's mobile GPS and family-monitoring model, with a slightly more consumer-tech aesthetic.
Market position
Weaknesses5 records
Competitive moat5 records
Key risks4 records
Key highlights6 records
Customer concentration
SureSafe Alarms social profiles
Digital presenceSureSafe Alarms compliance and trust
Trust signalCompliance3 records
SureSafe Alarms financial estimates
Financial estimateRevenue estimate
Valuation estimate
SureSafe Alarms leadership team
Management profileNumber of profiles
SureSafe Alarms funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SureSafe Alarms 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 SureSafe Alarms
What does SureSafe Alarms do?
SureSafe sells a portfolio of personal alarm devices — mobile GPS alarms (SureSafeGO), in-home digital alarms (SureSafe Digital Connect 24/7, SureSafe 24/7 Connect), wrist/neck-worn fall detectors (FallSafe, Fall Alert), a lockable dementia tracker watch, and specialty seizure and lone-worker alarms — bundled with a 24/7 monitoring subscription delivered from two TSA-accredited UK Response Centres, supported by a Friends & Family companion mobile app and accessories (belt clips, key safes, straps, additional pendants).
Is SureSafe Alarms a public or private company?
SureSafe Alarms is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SureSafe Alarms founded?
SureSafe Alarms was founded in 2015. It employs 11 to 50 people.
Where is SureSafe Alarms based?
SureSafe Alarms is headquartered in Liverpool, United Kingdom, in the Europe region.
How does SureSafe Alarms make money?
Four revenue lines are on record. Equipment Sales (Hardware) is the primary driver. The others are 24/7 Monitoring Subscription (Annual & Quarterly), family-Monitored Subscription (PAYG Credit) and accessories & Spare Parts.
Who are SureSafe Alarms's main competitors?
Direct peers on record are Taking Care (PPP Taking Care), Medical Guardian, Telecare24, Careline365, Age UK Personal Alarms and Bay Alarm Medical. Broad incumbents are Tunstall Healthcare, Apple (Apple Watch fall detection) and Appello Telecare. Lively (Best Buy Health) is listed as an emerging player.
Does SureSafe Alarms have an API?
No public API is recorded for SureSafe Alarms.