Senior Protection

What Senior Protection does

Senior Protection is a Canadian Personal Emergency Response System (PERS) provider operating as a division of Alarm Guard Security Inc., headquartered in Toronto, Ontario. The company sells and monitors medical alert devices for seniors across all Canadian provinces and territories under two primary go-to-market motions: a direct-to-consumer channel (website and phone) and an indirect channel comprising an authorized dealer network, affiliate/influencer program, healthcare-provider referrals, and senior living facility partnerships. Founded in 2003, the company has been operating the senior safety service for over 20 years and is the operating vehicle through which Alarm Guard Security Inc. participates in the medical alert market.

The company's product portfolio spans four connected-device SKUs: a 4G LTE mobile pendant (On The Go Protect), a medical alert smartwatch (Smart Protect) with GPS, heart-rate monitoring, and step counting, an LTE-connected home base system (LTE Home Protect), and a traditional landline home system (Landline Home Protect). Core technical capabilities include automatic fall detection, GPS location tracking, two-way voice communication with the monitoring center, IP65/IP67 water resistance (shower/bath-safe), 1.5 oz device weight, 72-hour battery life, and protected-phone-number privacy where only the monitoring center can reach the device. The service is supported by a 24/7 Canadian-based emergency response center, with customers receiving live two-way voice intervention on emergency activation. Eligible seniors can access the service via government and health-benefit programs including VAC, AISH, ODSP, and Medavie Blue Cross.

Senior Protection's business model is primarily a recurring monthly subscription ($0 upfront, free shipping and activation, month-to-month with 30-day cancellation), with an optional $299 outright equipment purchase and an optional paid Protection Plan add-on covering defects, damage, loss, and theft. Revenue is also generated via affiliate commissions and dealer channel sales. Direct revenue, headcount, and funding figures are not publicly disclosed. Customer segments are primarily individual seniors (and their adult children/caregivers), with secondary B2B segments in healthcare-provider referrals and senior living facilities.

Name

Senior Protection

Legal name

Alarm Guard Security Inc.

Website

https://seniorprotection.ca

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Senior Protection is a Canadian Personal Emergency Response System (PERS) provider, operating as a division of Alarm Guard Security Inc., that sells and monitors fall-detection, GPS-enabled medical alert pendants, smartwatches, and home systems for seniors across Canada through direct, dealer, affiliate, healthcare, and senior-living channels on a recurring monthly subscription model.

Ownership category

akta.pro rank

Product category

Medical Alert Systems

NAICS

Services for the Elderly and Persons with Disabilities (624120), Security Systems Services (56162)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro industry

PRIMARYHSAHAHAI

Wearable Medical Alert Devices (Pendants, Watches, Bands)

Home & Personal Services/Home Security, Alarm & Smart Home Services/Personal Emergency Response Systems (PERS) & Medical Alert

SECONDARYHSAHAHAA

Mobile PERS & GPS Medical Alert Services

Home & Personal Services/Home Security, Alarm & Smart Home Services/Personal Emergency Response Systems (PERS) & Medical Alert

SECONDARYHSAHAHAC

Fall Detection & Automatic Alert Monitoring Services

Home & Personal Services/Home Security, Alarm & Smart Home Services/Personal Emergency Response Systems (PERS) & Medical Alert

SECONDARYHSAHAHAF

Two-Way Voice Emergency Communication Devices & Services

Home & Personal Services/Home Security, Alarm & Smart Home Services/Personal Emergency Response Systems (PERS) & Medical Alert

SECONDARYHSAHAAAL

Personal Emergency Response (PERS) & Medical Alert Monitoring

Home & Personal Services/Home Security, Alarm & Smart Home Services/Monitored Security & Intrusion Alarm Services

SECONDARYHSAHAHAE

Caregiver Monitoring, Check-In & Family Notification Platforms

Home & Personal Services/Home Security, Alarm & Smart Home Services/Personal Emergency Response Systems (PERS) & Medical Alert

Keywords

• Medical alert systems
• Personal emergency response
• Fall detection devices
• Senior safety monitoring
• Mobile medical alert

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Monitoring Services: Recurring monthly subscription fees for 24/7 emergency response monitoring services. Equipment is typically provided at $0 upfront cost with monthly service fees. The service automatically renews monthly unless cancelled.
2. Equipment Purchase: Optional one-time equipment purchase for $299 for customers who prefer to own their device outright rather than rent. This enables a no-term, month-to-month service agreement.
3. Protection Plan Add-on: Optional paid add-on protection plan with recurring monthly charges covering equipment defects, malfunction, accidental damage, normal wear and tear, loss, and theft. Varies by product.
4. Affiliate Referrals: Revenue sharing with affiliates who refer customers to the service. Affiliates earn commissions for leads generated through their marketing efforts.
5. Dealer Program: Authorized dealer network earns revenue through selling and supporting Senior Protection products. Dealers receive bi-weekly funding and access to training, support, and marketing resources.

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels9 records

Core offering

Senior Protection sells personal emergency response system (PERS) devices and 24/7 emergency monitoring services to Canadian seniors. The product line includes the Smart Protect medical alert smartwatch, the On The Go Protect mobile pendant, the LTE Home Protect 4G cellular home system, and the Landline Home Protect home base station, each offering automatic fall detection, GPS tracking, and two-way voice communication connected to a Canadian-based monitoring center. Service is offered on a subscription basis with $0 upfront equipment cost or an optional one-time $299 equipment purchase, with an optional paid Protection Plan add-on covering damage and loss.

Product overview

Senior Protection is a Canadian medical alert systems provider offering a portfolio of personal emergency response products designed for seniors. The product lineup includes Smart Protect (a medical alert smartwatch with GPS, heart rate monitoring, and fall detection for active seniors), On The Go Protect (a mobile pendant with 4G LTE and GPS for nationwide coverage), LTE Home Protect (a 4G LTE home system with 1200 ft range and automatic fall detection), and Landline Home Protect (a traditional landline-based home system). The products are designed to work together as a comprehensive safety ecosystem, offering wearable devices for mobile protection and home base stations for stationary coverage, all connected to 24/7 Canadian-based emergency monitoring centers.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Protect (Medical Alert Smartwatch) A medical alert smartwatch for tech-savvy active seniors providing 24/7 safety monitoring, GPS tracking, automatic fall detection, two-way voice communication, and wellness features including heart rate monitoring and step counting.
• On The Go Protect (Mobile Pendant) A fully mobile 4G LTE personal emergency response system (mPERS) for active seniors, with nationwide cellular connectivity, on-demand GPS locator, water-resistant design, and built-in two-way voice communication so the user can be located and spoken with anywhere in Canada.
• LTE Home Protect A 4G LTE-enabled in-home medical alert system for seniors who primarily stay at home, with 1200 ft wireless range, automatic fall detection, multi-user support for shared households, and two-way voice communication through the home base station.
• Landline Home Protect A traditional landline-connected home medical alert system for seniors who prefer or need a telephone-line base station, providing secure emergency alert coverage with fall detection and two-way voice communication at home.
• Home Protect An umbrella home medical alert offering that encompasses both the LTE Home Protect and Landline Home Protect systems, providing 24/7 emergency response monitoring, wireless home coverage, and fall detection for seniors who spend most of their time at home.
• Alert Watch A wearable medical alert smartwatch providing on-the-go emergency protection with fall detection for seniors who want a discreet, stylish wrist-worn safety device with continuous monitoring.

Quantifiable outcome

• 72-hour battery life between charges
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

16 partnerships are on record, tiered minor and core.

• Fifty Five Plus Lifestyle ShowminorGTM or Marketing PartnerCanadian magazine partner promoting senior safety and wellness. Proudly sponsored by Senior Protection.
• QualicareminorGTM or Marketing PartnerHealthcare and home care partner supporting Senior Protection's medical alert services.
• Proactive SeniorsminorGTM or Marketing PartnerSenior-focused organization partnering to promote medical alert solutions.
• Durham DirectminorGTM or Marketing PartnerLocal Canadian partner supporting Senior Protection's medical alert services and customer reviews.
• DIY ProtectionminorGTM or Marketing PartnerPartner promoting medical alert solutions for Canadian seniors.
• BelmontminorGTM or Marketing PartnerSenior living facility sponsored by Senior Protection's fall detection and safety programs.
• AlarmGuardminorChannel Partner/ Reseller/ DistributorCanadian security partner for Senior Protection's senior medical alert systems. Alarm Guard Security Inc. is the parent/affiliated company providing the Senior Protection service.
• MamaminorGTM or Marketing PartnerTrusted senior care partner for Senior Protection's medical alert support in Canada.
• SearchDirectminorGTM or Marketing PartnerCanadian partner supporting Senior Protection's senior medical alert systems.
• Helping HandsminorGTM or Marketing PartnerCommunity partner supporting seniors in Canada.
• OLTCA (Ontario Long Term Care Association)minorGTM or Marketing PartnerOntario Long Term Care Association partner supporting senior care and safety.
• Cocoon Senior ServicesminorGTM or Marketing PartnerSenior services partner supporting Senior Protection's offerings.
• VAC (Veterans Affairs Canada)coreGTM or Marketing PartnerEligible coverage program for veterans accessing medical alert services through Veterans Affairs Canada benefits.
• AISH (Assured Income for the Severely Handicapped)coreGTM or Marketing PartnerAlberta government program providing eligible coverage for seniors with severe disabilities.
• ODSP (Ontario Disability Support Program)coreGTM or Marketing PartnerOntario government program providing eligible coverage for individuals with disabilities.
• Medavie Blue CrosscoreGTM or Marketing PartnerHealth benefits provider offering eligible coverage for Senior Protection medical alert services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bay Alarm Medical: Bay Alarm Medical is a U.S. PERS provider offering in-home and on-the-go medical alert systems with optional fall detection. It is a directly comparable peer in product category, pricing model (monthly subscription), and target customer segment.
• Lively (formerly GreatCall / Best Buy Health): Lively offers mobile medical alert devices with fall detection and health-tracking features (heart rate, step counting), closely paralleling Senior Protection's Smart Protect smartwatch. It targets the same senior consumer segment with a comparable wearable form factor.
• Alert1: Alert1 is a U.S. PERS provider offering home and mobile medical alert systems with fall detection on a monthly subscription basis. It is a directly comparable peer in product category, subscription pricing model, and target senior demographic.
• Medical Guardian: Medical Guardian is a U.S. direct-to-consumer PERS provider offering home, mobile, and smartwatch medical alert devices with fall detection and GPS. It is closely comparable to Senior Protection's product portfolio and DTC GTM motion.
• MobileHelp: MobileHelp is a U.S. PERS company focused on mobile medical alert systems with GPS and cellular connectivity. It overlaps directly with Senior Protection's On The Go Protect pendant and LTE Home Protect offerings.

Broad incumbents

• Life Alert: Life Alert is a long-standing U.S. PERS brand known for its 'Help, I've fallen' marketing. It is a directly comparable medical alert service with nationwide monitoring, overlapping product positioning with Senior Protection's home and mobile offerings.
• Philips Lifeline: Philips Lifeline (now part of Connect America) is one of the most established North American PERS brands, offering home and mobile medical alert devices with fall detection. It is a directly comparable category peer serving the same senior end-customer with overlapping product features.
• TELUS Health (TELUS Medical Alert): TELUS Health is a major Canadian health and wellness provider that offers a medical alert / PERS service across Canada. It is directly comparable to Senior Protection in product category and customer base, but operates as part of a much larger telecom and healthcare portfolio.
• ADT Health: ADT Health is the medical alert / PERS division of ADT, a large incumbent home security provider. It is broadly comparable to Senior Protection — both leverage security-industry infrastructure to deliver monitored personal emergency response to seniors in North America.

Regional players

• Carecall (Canadian PERS): Carecall is a Canadian personal emergency response and medical alert service. It is directly comparable to Senior Protection as a Canadian-only PERS provider serving the same senior demographic with monitored home and mobile devices.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC0c9qymcbrp4ZtmiSVh5KqQ
• Facebookfacebook.com/SeniorProtectionCA
• LinkedInlinkedin.com/company/senior-protection
• Instagraminstagram.com/seniorprotectioncanada

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Senior Protection