What Think Protection does

Think Protection Inc., operating under the ThinkPro brand, is a Canadian direct-to-consumer DIY home security company founded in 2015 and headquartered in North York, Ontario. The company sells wireless home and small-business security systems paired with 24/7 professional alarm monitoring on a month-to-month subscription basis, deliberately avoiding the multi-year contracts common among legacy alarm providers such as ADT. Equipment is sourced from Alula and runs on the Alarm.com monitoring and mobile-app platform, with Z-Wave support for third-party home automation devices. The target customers are homeowners, renters, and small business operators in Canada and the continental United States seeking affordable, contract-free professional monitoring with easy self-installation (most systems install in under 30 minutes).

The product catalog is structured around tiered packages (Value, Essential, Total Protection, Total Protection + Video for residential; Business Protection variants for commercial) starting at $19.99/month monitoring plus $259.99 equipment, with the top residential tier at $24.99/month and $779.99 equipment. Add-on SKUs include standalone Alarm.com-powered cameras (doorbell $249.99, outdoor $299.99, indoor camera), intrusion sensors, environmental/life-safety sensors (smoke, CO, flood), Z-Wave home automation ($49.99 + $2.99/month), Private Guard false-alarm service ($4.99/month), and accessories. Hardware sales are one-time; recurring revenue comes from monthly monitoring subscriptions, with PayBright/Affirm 0% APR 24-month financing available on higher-value packages.

ThinkPro is a wholly-owned subsidiary of a.p.i. ALARM, North America's largest alarm monitoring provider with 40+ years of central-station experience, which supplies the monitoring infrastructure powering the service. The company distributes exclusively through its own e-commerce site, inbound phone sales, and content marketing (40+ blog pages, YouTube videos, Trustpilot reviews), with no door-to-door or outbound sales force. As of the data window, more than 10,000 security systems had been installed since founding, headcount is in the 11-50 range, and the company is BBB accredited. No external funding rounds or revenue figures are disclosed.

Name

Think Protection

Legal name

Think Protection, Inc.

Website

https://thinkprotection.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

ThinkPro is a Canadian direct-to-consumer DIY home security company offering wireless alarm systems with 24/7 professional monitoring on a no-contract basis. Serving homeowners, renters, and small businesses across Canada and the continental US, it operates as a wholly-owned subsidiary of a.p.i. ALARM.

Ownership category

akta.pro rank

Product category

Home and Small Business Security Systems

NAICS

Security Systems Services (except Locksmiths) (561621), Security Systems Services (56162)

SIC

Auto Controls For Regulating Residential & Comml Environments (3822)

akta.pro primary industry

Smart Home Security Automation & Integration (Monitored) (HSAHAAAF)

akta.pro secondary industries

Carbon Monoxide & Smoke Detection Monitoring Services (HSAHAAAJ), Carbon Monoxide (CO) Alarm Systems (HSAHAFAB), Combination Smoke/CO Alarm Systems (HSAHAFAC), Commercial & Industrial Alarm Monitoring (BPAKAFAB)

Keywords

• DIY home security
• Alarm monitoring services
• Wireless security systems
• Smart home automation
• Security camera systems

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Security Hardware Sales: One-time equipment purchases including security panels, sensors, cameras, doorbell cameras, and accessories. Customers pay upfront for hardware (e.g., Value Package equipment $259.99, Total Protection + Video Package $779.99). Equipment is purchased directly from ThinkPro with optional PayBright/Affirm financing (0% APR over 24 months).
2. Professional Alarm Monitoring Subscriptions: Recurring monthly subscription fees for 24/7 professional alarm monitoring services. Plans start at $19.99/month (Value Package). Add-ons include Z-Wave automation ($2.99/month), Private Guard service ($4.99/month). Subscriptions are month-to-month with no long-term contract required.
3. PayBright Financing (Third-Party): Third-party financing through PayBright allows customers to pay for hardware over 24 months at 0% APR. ThinkPro receives full payment upfront while customers pay in installments. This financing option enables higher-value hardware purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Think Protection sells DIY wireless home and small business security systems combined with 24/7 professional alarm monitoring subscriptions. Customers purchase equipment upfront (pre-configured packages or individual sensors, cameras, and Z-Wave automation devices) and pay month-to-month monitoring fees with no long-term contract. The monitoring is delivered through its parent company a.p.i. ALARM's central station, with control via the thinkpro mobile app and Alarm.com video analytics.

Product overview

Think Protection offers a modular DIY home security ecosystem with no contracts or term agreements. The core platform consists of the IQ Panel/Base System hub supporting wireless sensors and cameras. Package tiers (Value, Essential, Total Protection, and Total Protection + Video for homes; Business Protection packages for commercial) serve as starting points, with customers able to add individual components. Equipment categories include intrusion sensors (contact, motion, glass break, siren), environmental/life safety sensors (smoke, CO, flood, disaster), security cameras (doorbell, indoor, outdoor with Alarm.com integration), and home automation via Z-Wave. All systems include 24/7 professional alarm monitoring with cellular backup and are controlled via mobile app.

Differentiator

Problem solved

Functional benefit

Products and services

• Value Protection Package Entry-level DIY security package for apartments, condos, and small homes. Includes base IQ Panel with battery backup, pinpad, 1 door contact sensor, 1 pet-friendly motion sensor, cellular backup, and 24/7 professional alarm monitoring. $259.99 equipment + $19.99/month monitoring.
• Essential Protection Package Starter home security package for standard residential properties. Includes door sensors, motion sensors, base IQ Panel, and 24/7 professional monitoring on a month-to-month basis with no contract.
• Total Protection Package Comprehensive smart home security package for full residential protection. Includes intrusion sensors plus environmental monitoring (smoke, flood, heat sensors) and advanced smart home integration with 24/7 professional monitoring.
• Total Protection + Video Package Top-tier residential security package combining intrusion detection, fire/flood environmental sensors, and HD video surveillance. $779.99 equipment + $24.99/month monitoring. Includes base system with cell backup, 3 contact sensors, 2 motion sensors, smoke detector, flood/heat sensor, and HD doorbell camera. Optional 0% APR financing over 24 months.
• Business Protection Package Security package designed for small businesses with professional intrusion monitoring and expandable equipment. Customized pricing based on business requirements, with month-to-month monitoring and no long-term contract.
• Business Protection + Video Package Business security solution combining intrusion monitoring and video surveillance capabilities for small commercial premises. Includes cameras, professional monitoring, and customizable equipment options.
• IQ Panel / Base System Hub Central hub of the security system controlling all sensors and communicating with the monitoring station. Includes battery backup and LTE cellular connectivity for continued operation during power or internet outages.
• ADC-VDB750 Doorbell Camera Wired Full HD video doorbell camera with 165° field of view, two-way audio, IR night vision up to 15 ft, PIR motion sensors with 10-second pre-buffer recording, and IP65 weather rating for extreme Canadian winters. Integrates with Alarm.com for live/recorded video access.
• ADC-V523 Indoor Wi-Fi Security Camera Indoor surveillance camera with 1080p HD, HDR, 117° wide field of view, two-way audio, IR night vision, and SD card slot for continuous 24/7 recording. Operates 32°F to 104°F. Requires Alarm.com Pro Video package.
• ADC-V724 Outdoor Wi-Fi Security Camera Outdoor bullet camera with 1080p HD, 140° diagonal field of view, IP66 weatherproof rating, IR night vision up to 49 feet, HDR video, and smart video analytics for people, animals, and vehicles.
• Door and Window Contact Sensors Wireless door and window contact sensors for perimeter intrusion detection, sold individually to expand ThinkPro systems.
• Pet-Friendly Motion Sensor Pet-friendly interior motion detector with adjustable sensitivity to reduce false alarms from household pets.
• Glass Break Sensor Acoustic sensor that detects the sound of breaking glass for additional perimeter intrusion protection.
• Smoke Detector Wireless fire detection sensor providing early warning of smoke and fire conditions to the central monitoring station.
• Carbon Monoxide Detector Environmental sensor for detecting dangerous carbon monoxide gas levels, integrating with the central monitoring station for emergency dispatch.
• Flood Sensor Water leak detector for basement and plumbing protection against flood damage, integrating with the central monitoring station.
• 3-in-1 Home Disaster Sensor Single combined environmental sensor that monitors for fire, flood, and temperature extremes to provide comprehensive home disaster detection.
• Z-Wave Home Automation Add-On Home automation add-on enabling control of Z-Wave compatible third-party devices including door locks, lights, and thermostats. Fully integrated with the ThinkPro system and broadly compatible across manufacturers.
• IQ Keyfob (Remote Arming Device) Wireless keychain remote for arming and disarming the security system without using the pinpad.
• IQ Stand (Tabletop Panel Mount) Tabletop stand for the IQ Panel allowing convenient placement without wall mounting. Includes 8-foot power cable with quick connectors. Ideal for renters and temporary setups.
• Private Guard Service Subscription service that provides alarm verification before police dispatch to help customers avoid false alarm fees. $4.99/month.
• IQ Siren Indoor siren providing loud audio alerts during security events. Sold individually as an add-on to extend alarm coverage.
• Garage Tilt Sensor Tilt sensor detecting garage door opening and closing for garage security monitoring.
• Pinpad / Touchpad Keypad Wall-mounted or tabletop control interface for operating the security system with code entry.
• 24/7 Professional Alarm Monitoring Service Recurring 24/7 central station alarm monitoring service delivered through parent company a.p.i. ALARM's central station, with cellular backup and emergency dispatch coordination. Included with all ThinkPro monitoring subscriptions starting at $19.99/month.

Quantifiable outcome

• Homes with alarms are 3 times less likely to have a break-in than those without
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and secondary.

• a.p.i. ALARMcoreStrategic or Co-development Partnerthinkpro is wholly owned by a.p.i. ALARM, North America's largest alarm monitoring provider with over 40 years of experience. a.p.i. ALARM provides the central station monitoring infrastructure that powers ThinkPro's professional monitoring services. This parent company relationship provides operational scale, monitoring expertise, and financial backing.
• AlulacoreTechnology or IntegrationAlula is identified as ThinkPro's preferred equipment partner for security hardware. ThinkPro sources its DIY security equipment from Alula, including sensors, control panels, and related security devices. The partnership provides reliable, wireless security hardware designed for easy DIY installation.
• Alarm.comcoreTechnology or IntegrationAlarm.com provides the monitoring platform and mobile app technology that powers ThinkPro's video analytics, cloud storage, remote monitoring, and smart notifications. Video cameras integrate with Alarm.com's Video Analytics service for intelligent alerts distinguishing between people, animals, and vehicles.
• PayPalcoreTechnology or IntegrationPayPal serves as the primary payment processor for ThinkPro transactions, handling credit card and payment processing services. All financial information is managed by PayPal with transactions subject to PayPal's terms and privacy policy. Payment processing includes subscription billing for monitoring services.
• BBB (Better Business Bureau)secondaryOthersThinkPro is BBB accredited (BBB file #0107-1337793), demonstrating commitment to customer service standards and business ethics. BBB accreditation provides third-party credibility verification for prospective customers researching the company.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=SMPlSO6eVjc
• Facebookfacebook.com/thinkprotection

Compliance1 record

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 Think Protection