People's Security Company

What People's Security Company does

People's Security Company is a privately held, independent regional security services provider founded in 1988 and headquartered in Brainerd, Minnesota. The company sells, installs, and monitors intrusion, video, environmental, and access-control systems for residential, small business, agricultural, and commercial customers across the Brainerd Lakes Area, employing approximately 9 staff members across sales, installation, supervision, and customer service functions. Its go-to-market is direct-to-consumer: free, no-obligation on-site consultations and quote-based proposals, supported by 24/7 toll-free customer contact and after-hours technician availability 365 days a year.

The company's product platform is built around First Alert PRO security panels, sensors, and cellular communicators, supplemented by 1080P video surveillance cameras (including video doorbells and alarm-verification clips), environmental sensors (water, fire, temperature, humidity), home automation modules (remote control of lights, thermostats, locks, garage doors, and cameras via mobile app with text/email/push alerts), and small-business door access control software. Monitoring is delivered through a partnership with WHIRC (Heartland Wireless Remote Communications), a Rockford, Minnesota-based monitoring center holding the TMA Five Diamond designation for 24 consecutive years and UL certification.

The revenue model combines one-time equipment and installation revenue with recurring monthly monitoring fees. A flagship promotional package is priced at $799 (regularly $1,050) and includes sensors, a touchscreen keypad with self-contained cellular communicator, and professional installation. Standard recurring monitoring starts at $32.99 per month plus tax. The company markets primarily through organic social channels (Instagram, Facebook, YouTube), website inquiry forms, and a toll-free phone number, with no external investors, parent company, or public listing disclosed.

Name

People's Security Company

Legal name

People's Security Company

Website

https://peoplessecurity.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

People's Security Company is a privately held regional security provider founded in 1988 in Brainerd, Minnesota, selling and monitoring First Alert PRO-based intrusion, video, environmental, and access-control systems for residential, small business, agricultural, and commercial customers across the Brainerd Lakes Area.

Ownership category

akta.pro rank

Product category

Security Services

NAICS

Security Systems Services (except Locksmiths) (561621), Security Systems Services (56162), Electronic and Precision Equipment Repair and Maintenance (81121)

SIC

Auto Controls For Regulating Residential & Comml Environments (3822), Measuring & Controlling Devices, Nec (3829), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Professional Monitoring (Burglar/Intrusion) (HSAHAAAA)

akta.pro secondary industries

Smart Home Security Automation & Integration (Monitored) (HSAHAAAF), Residential CCTV & Door/Perimeter Surveillance Packages (HSAHACAH), Temperature & Heat Monitoring/Overheat Alerts (Home/Appliance/Attic) (HSAHAGAH), Emergency Service Calls & Fault Response (HSAHABAI), Commercial & Industrial Alarm Monitoring (BPAKAFAB)

Keywords

• Home security systems
• Business security services
• 24/7 monitoring services
• Security camera installation
• Environmental monitoring sensors

Headquarters

HQ city

Brainerd

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Security Equipment Sales: Sale of security system packages including sensors, keypads, and equipment. The $799 Security System Package includes 2 Door Sensors, 1 Motion Sensor, 1 Low Temperature Sensor, and Touch Screen Key Pad with Cellular Communicator, plus professional installation.
2. Monthly Monitoring Services: Recurring monthly monitoring fees for 24/7 monitoring services. Standard monitoring fee as low as $32.99 per month plus tax. Monitoring center is provided through partnership with WHIRC.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

People's Security Company sells, installs, and monitors security systems for residential, small business, agricultural, and commercial customers in the Brainerd Lakes Area of Minnesota. The core platform is First Alert PRO hardware, supplemented by security cameras, environmental sensors (water, fire, temperature, humidity), home automation, and door access control. The company generates revenue from one-time equipment package sales (e.g., $799 promotional First Alert Pro package) and recurring monthly monitoring subscriptions (starting at $32.99) delivered through a WHIRC monitoring center partnership.

Product overview

People's Security Company is a regional security provider serving Brainerd and the Brainerd Lakes Area in Minnesota, offering residential, agricultural, small business, and commercial security solutions. The company's product portfolio centers on First Alert PRO security systems as the core platform, supplemented by security cameras, environmental sensors (water, fire, temperature, humidity), home automation capabilities (remote access and control of lights, thermostats, locks), and door access control for businesses. All monitoring is handled through a partnership with WHIRC, a TMA Five Diamond certified and UL-certified monitoring center. The company offers a $799 promotional First Alert Pro Security System package including sensors, touch screen keypad with cellular communicator, and professional installation, with standard monthly monitoring starting at $32.99.

Differentiator

Problem solved

Functional benefit

Products and services

• First Alert PRO Security Systems Primary security system platform featuring intrusion detection, alarm monitoring, and cellular communication capabilities, professionally installed and serviced by People's Security Company for residential, small business, agricultural, and commercial customers.
• 24/7 Professional Monitoring Services Continuous 24/7 monitoring service delivered through WHIRC (Heartland Wireless Remote Communications), a TMA Five Diamond certified and UL-certified monitoring center. Available 365 days a year with after-hours on-call technician support, with monthly monitoring starting at $32.99.
• Security Camera Solutions Video surveillance solutions including residential, business, and agricultural cameras with live video, real-time notifications, mobile viewing, video alarm verification, and video doorbell capabilities. Business offerings include 1080P HD video with POS integration.
• Home Automation Services Smart home integration enabling app-based control of security systems, thermostats, lights, locks, garage doors, and cameras, with iOS push notifications and real-time text, email, and video alerts.
• Door Access Control Access control software for small businesses that integrates security technologies with networking capabilities, enabling door securing, employee access management, remote site management, and compliance reporting.

Quantifiable outcome

• Monitored security systems may qualify customers for additional insurance discounts
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• WHIRCcoreStrategic or Co-development PartnerWHIRC is based in Rockford, Minnesota and provides professional monitoring services for People's Security Company. WHIRC holds the prestigious TMA Five Diamond Monitoring Center designation from The Monitoring Association and is UL-certified, exceeding requirements for redundancy, equipment, alarm processing and training.
• First Alert PROcoreTechnology or IntegrationPeople's Security Company uses a range of First Alert PRO products which are known for their high quality standards in the security industry. First Alert PRO products are used across all customer segments including residential, small business, agriculture, and commercial.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Brinks Home: National monitored home security provider with professional installation and 24/7 monitoring, very similar to People's Security's service model. Competes for the same residential and small business customers but across a much broader geographic footprint.
• Vivint: National smart home and security provider offering professionally installed intrusion, video doorbell, cameras, and home automation on a monthly contract. Direct competitor in the professionally-installed, monitored residential and small business segment that People's Security competes in.
• ADT: The largest national monitored home and business security provider in the U.S. ADT sells very similar products and services (24/7 monitoring, intrusion, video, home automation) to the same residential and small business customer base that People's Security serves, but at national scale through authorized dealers and direct sales.

Direct peers

• Guardian Protection: Regional monitored security provider offering professionally installed intrusion, fire, video surveillance, and home automation with 24/7 monitoring. Closely comparable regional dealer-style business model serving residential and commercial customers in defined metro areas.
• Vector Security: Regional monitored security and home automation provider with multiple branch offices. Offers very similar services to People's Security—professional installation, 24/7 monitoring, video, and access control—across multiple U.S. regions, sharing the dealer-based recurring revenue model.
• CPI Security: Regional monitored home and business security provider with professionally installed systems, smart home integration, and 24/7 monitoring. Operates a similar full-service dealer model across the Southeast U.S., making it a strong functional peer for People's Security's go-to-market.

Others

• Resideo (Honeywell Home): Manufacturer of Honeywell Home/First Alert PRO security panels and peripherals—the very equipment People's Security Company installs. While not a direct competitor, Resideo is a strategic upstream partner whose product roadmap and pricing directly shape People's Security's offering and margins.
• Alarm.com: Leading technology platform powering professionally monitored security and smart home services for thousands of dealers. While not a direct competitor to People's Security, Alarm.com competes indirectly as the underlying software stack many security dealers (and alternative monitoring centers) rely on.

Emerging players

• Ring (Amazon): Mass-market DIY home security brand (video doorbells, cameras, alarm kits) with optional professional monitoring. Threatens the residential customer base of traditional local dealers like People's Security through low upfront cost and Amazon-driven distribution.
• SimpliSafe: DIY home security provider offering self-installed intrusion sensors, cameras, and optional professional monitoring. Competes with People's Security for the same residential customers but with a fundamentally different (no-contract, self-install) model, putting pricing pressure on traditional dealers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCN8MdkpE9S0n_BghzihbLpA
• Facebookfacebook.com/pscbrainerd
• Instagraminstagram.com/peoplessecuritycompany
• LinkedInlinkedin.com/company/peoples-security-company-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 People's Security Company