ADT Security (Proprietary) Ltd

Name

ADT Security (Proprietary) Ltd

Legal name

Fidelity Security Group (Pty) Ltd

Website

https://adt.co.za

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Security Monitoring & Armed Response: Monthly recurring subscription for alarm monitoring and armed response services. Customers sign 24 or 36-month contracts and pay monthly fees. Discounts are offered for longer contract terms and upfront payments. This is the core revenue driver.
2. Equipment Installation & Sales: One-time sale and installation of security hardware including alarm systems, CCTV cameras, outdoor beams, panic kits, and power backup units. Installation fees may apply and are sometimes waived under promotional campaigns.
3. Vehicle Tracking Services: Monthly subscription and/or one-time hardware fees for Fidelity SecureDrive vehicle tracking and fleet management, including B2B fleet solutions.
4. Fire Protection Services: Monthly fees for Fidelity SecureFire monitoring and rapid fire response (R35pm for Fidelity ADT customers, R59pm for non-customers).
5. Casual Guarding: Hourly or event-based hire of security officers for short-term needs such as events, parties, or temporary office/home protection.
6. Authorised Dealer Programme: Independent dealers sell and install security systems under the Fidelity ADT brand, generating recurring monthly revenue through customer contracts they onboard, in exchange for dealer infrastructure, training, and support.
7. Insurance & Related Services: Commission-based revenue from Fidelity inSure insurance products offered in partnership with Auto & General.
8. Service Call-outs & Technical Services: Fees charged for technical support visits, system servicing, battery replacements, and equipment upgrades. Discounted rates are frequently offered under promotional campaigns.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

ADT Security (Proprietary) Ltd, operating as Fidelity ADT, sells and services 24/7 alarm monitoring, armed response dispatch, CCTV and smart home security, fire detection and rapid fire response, vehicle tracking and fleet management, and bundled insurance and cleaning services to residential and commercial customers across South Africa. Revenue is anchored on long-term (24- or 36-month) recurring monthly subscriptions tied to professionally installed alarm, fire, and tracking hardware, with an authorised dealer network and over 90 branches supporting nationwide rollout.

Product overview

ADT Security (Proprietary) Ltd operates as South Africa's leading home and commercial security provider under the Fidelity ADT brand. The company offers a unified platform of security solutions comprising core monitoring and armed response services (Home Security, Business Security), supplemented by specialized verticals including Fidelity SecureFire (fire safety), Fidelity SecureDrive (vehicle tracking), and Fidelity inSure (insurance). The portfolio includes multiple smart technology modules—SecureHome, SecureConnect, SecureGuard, SecureGate, SecureAjax, Fidelity Onyyx, FidelitySecure App, Fidelity SecureMe, and Fidelity SecureMe Plus—that enable home automation and remote security system control. Hardware add-ons include power backup solutions (Lithium Battery Powerpack, Lithium Retrofit Solution, Gel Powerpack, Fidelity UPS Inverter), CCTV/Security Cameras, and Smart Monitoring capabilities. The company provides supplementary services such as Medical Assist, Safe Entry, Casual Guarding, RiskWatch, License Plate Recognition, Fidelity Cleaning Services, and Pest Control. Strategic partnerships include Sensormatic (exclusive product partner) and Vumacam for the SafeCity Initiative expanding CCTV network coverage.

Differentiator

Problem solved

Functional benefit

Brands

• Fidelity SecureDrive: Vehicle tracking, fleet management, and recovery services for personal vehicles and company fleets.
• Fidelity SecureFire
• Fidelity SecureMe Plus
• Fidelity Onyyx
• Fidelity SecureWatch
• Fidelity SecureGuard
• Fidelity SecureGate
• Fidelity SecureAjax
• Fidelity SecureApp
• Fidelity SecureHome
• Fidelity SecureConnect
• Fidelity inSure
• Fidelity SecureEnergy
• Fidelity Cleaning Services
• Fidelity Cash Solutions
• Sensormatic

Products and services

• Home Security (Alarm Monitoring & Armed Response)
• Business Security
• Fidelity SecureDrive (Vehicle Tracking & Fleet Management)
• Fidelity SecureFire (Fire Protection & Response)
• CCTV / Security Cameras
• Fidelity SecureHome (Smart Home Automation)
• Fidelity SecureConnect
• Fidelity SecureGuard
• Fidelity SecureGate
• Fidelity SecureAjax
• SecureWatch
• Fidelity SecureApp
• Fidelity Onyyx
• Fidelity SecureMe
• Fidelity inSure (Personal Insurance)
• Fidelity inSure for Business
• Fidelity SecureEnergy Power Backup Solutions
• Sensormatic Solutions
• Medical Assist
• Safe Entry
• Casual Guarding
• RiskWatch
• License Plate Recognition (LPR)
• SafeCity Initiative (Vumacam Partnership)
• Fidelity Cleaning Services & Pest Control
• Authorised Dealer Programme
• Localised Security Services
• Community Information Centre (CIC)

Quantifiable outcome

• SafeCity Initiative: 6,000+ cameras densifying Johannesburg coverage to close gaps in CCTV networks, enabling faster criminal identification and response
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature14 records

Partnerships

Two partnerships are on record, tiered core.

• VumacamcoreStrategic or Co-development PartnerFidelity ADT is a key partner in the Vumacam SafeCity Initiative, a city-wide CCTV network across Johannesburg with over 6,000 cameras. The partnership provides Fidelity ADT with city-wide situational awareness to understand criminal patterns, assist with crime prevention, and support investigations. The initiative closes gaps in CCTV coverage, creating a network effect that enables all security providers to monitor more areas and intercept criminals before they reach customers' neighbourhoods. Fidelity ADT's customer subscription base contributes monthly to the initiative.
• Auto & GeneralcoreStrategic or Co-development PartnerFidelity ADT has partnered with Auto & General to offer Fidelity inSure, an all-in-one insurance product covering both personal and business insurance needs. This partnership allows Fidelity ADT to offer bundled security and insurance solutions to its customer base.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• SimpliSafe: DIY home security platform with optional professional monitoring. Represents the global template of low-cost, no-contract monitored security that pressures traditional subscription-based armed-response pricing models in markets like South Africa.
• Ring (Amazon): DIY smart-home security platform with cameras, doorbells, and self-monitored alarms sold at lower price points. Threatens the entry tier of Fidelity ADT's residential subscription by offering a self-monitored alternative to professionally monitored armed response.

Direct peers

• Brink's South Africa: Operates cash-in-transit and electronic security services across South Africa, overlapping with Fidelity Services Group's cash solutions and Fidelity ADT's broader security offering. Comparable enterprise and government security customer base.
• Tracker South Africa: Direct competitor to Fidelity SecureDrive in stolen-vehicle recovery and fleet telematics for both consumer and B2B customers in South Africa. Comparable subscription model, recovery network, and telematics platform.
• Netstar: South African vehicle tracking and fleet management provider competing head-to-head with SecureDrive. Comparable technology stack (GPS, recovery, fleet analytics) and similar B2B / B2C customer mix.
• Bidvest Protea Coin: One of Fidelity ADT's closest South African competitors in integrated manned guarding, armed response, and electronic security for both residential and commercial customers. Operates a comparable 24/7 monitoring and response model at similar national scale.
• Chubb Fire & Security South Africa: Operates a directly comparable portfolio of electronic security, fire detection, monitoring, and access control across South Africa. Part of Carrier Global, Chubb competes head-to-head in both fire (vs SecureFire) and intrusion/armed-response segments.

Broad incumbents

• ADT Inc. (US): The original US-listed parent of the global ADT brand, now a separately operated public company. Uses the same ADT brand for residential and commercial monitored security in North America, providing the closest brand and product analogue despite being a separate corporate entity.
• G4S South Africa (Allied Universal): Global security services incumbent operating across guarding, monitoring, cash solutions, and electronic security in South Africa. Overlaps with Fidelity ADT in residential and commercial security, but at a broader portfolio scale with deeper cash-handling exposure.
• Securitas South Africa: Global security services group operating guarding, electronic security, and monitoring in South Africa. A broad incumbent with overlapping offerings in alarm monitoring, guarding, and integrated security solutions, though typically less dominant in residential subscription.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/FidelityADT
• YouTubeyoutube.com/@fidelityadtsouthafrica3923
• Facebookfacebook.com/adtsa
• LinkedInlinkedin.com/company/fidelity-adt
• Instagraminstagram.com/fidelity_adt_security

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 ADT Security (Proprietary) Ltd