Rely Safety
Rely Safety (Rely Innovations, Inc.) designs and sells UL-compliant residential smoke and carbon monoxide alarms under the RealAlerts premium and Rely Essentials value lines, plus RelyFX fire extinguishers, distributed via Walmart, Lowe's, Home Depot, Menards, and contractors nationwide.
- Company typePrivate
- Founded-
- HeadquartersEau Claire, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rely Safety does
Rely Safety, operating as a division of Rely Innovations, Inc., is a U.S.-based designer and manufacturer of residential smoke and carbon monoxide (CO) alarms founded in 2022 and headquartered in Eau Claire, Wisconsin. The company sells two principal product lines: the premium RealAlerts line featuring 20+ bilingual (English/Spanish) voice alerts, LED visual guidance, large digital CO displays, interconnectable whole-home operation, and 10-year sealed lithium batteries; and the Rely Essentials line providing code-compliant alarm basics at lower unit price points. Detection technology rests on conventional photoelectric smoke sensors and electrochemical CO sensors, with all units meeting or exceeding UL 217 (8th and 9th Edition), UL 2034, NFPA, CSFM, and ETL standards. The company has extended into adjacent fire safety with the RelyFX fire extinguisher line, including what it describes as the first PFAS-free portable fire extinguisher to receive a UL listing.
The business model is hardware-only unit sales with prices ranging from approximately $20.99 to $80.99, no recurring subscription, no service contracts, and no disclosed enterprise minimum-volume tier. Distribution is multi-channel: direct e-commerce at RelySafety.com, the four largest U.S. home improvement retailers (Walmart, Lowe's, Home Depot, Menards), Amazon, and commercial distributors (Sutherlands, HomElectrical), supported by a state-by-state authorized sales representative network targeting contractors and distributors. Target customer segments span residential homeowners (primary persona), landlords and property managers, professional contractors and builders, and multi-family housing operators including apartments, condominiums, hotels, universities, corporate housing, public housing, and assisted living facilities.
Rely Safety operates with a 12-person team and has not disclosed revenue, funding, or external institutional investors. There is no public parent company, no disclosed management team, no patents or awards on record, and no AI/ML or software platform capabilities — the company is a pure-play consumer hardware brand competing in a mature, regulated category. Strategic emphasis appears to center on nationwide retail penetration, regulatory compliance with the latest UL editions, and product differentiators such as bilingual voice guidance, large digital displays, 10-year sealed batteries, and a PFAS-free fire extinguisher.
Rely Safety firmographics
Firmographics- Name
- Rely Safety
- Legal name
- Rely Innovations, Inc.
- Website
- https://relysafety.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rely Safety (Rely Innovations, Inc.) designs and sells UL-compliant residential smoke and carbon monoxide alarms under the RealAlerts premium and Rely Essentials value lines, plus RelyFX fire extinguishers, distributed via Walmart, Lowe's, Home Depot, Menards, and contractors nationwide.
- Ownership category
- akta.pro rank
Rely Safety industry classification
Industry- Product category
- Home Safety Products
- NAICS
- Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)
- SIC
- Instruments For Meas & Testing Of Electricity & Elec Signals (3825)
- akta.pro primary industry
- Smoke Alarm Systems (Battery, Hardwired & Interconnected) (HSAHAFAA)
- akta.pro secondary industries
- Carbon Monoxide (CO) Alarm Systems (HSAHAFAB), Combination Smoke/CO Alarm Systems (HSAHAFAC), Commercial Fire & CO Detection Systems (Small Business/Light Commercial) (HSAHAFAI)
Keywords
Where Rely Safety is headquartered
LocationHeadquarters
- HQ city
- Eau Claire
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rely Safety business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Smoke and Carbon Monoxide Alarms: One-time hardware sales of smoke alarms, CO detectors, and combination 2-in-1 detectors. Products sold through retail partners and direct e-commerce with price points ranging from $20.99 to $80.99 for individual units.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Rely Essentials Entry-Level Alarms |
| Unit Pricing | Pay-as-you-go | Rely RealAlerts Premium Line |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels5 records
Rely Safety product offering
Product offeringCore offering
Rely Safety designs, manufactures, and sells residential smoke and carbon monoxide alarms organized into two product lines: the premium RealAlerts line featuring 20+ bilingual voice alerts, LED visual guidance, and precision photoelectric/electrochemical sensing; and the Rely Essentials line offering UL-compliant alarms at entry-level price points. The company also offers RelyFX fire extinguishers, including a PFAS-free UL-listed portable extinguisher, sold through national retailers, e-commerce, and commercial distributors.
Product overview
Rely Safety offers a portfolio of home safety products centered on smoke and carbon monoxide (CO) alarms, organized into two main product lines: the premium RealAlerts line featuring advanced voice guidance systems with 20+ voice alerts in English and Spanish, LED visual warnings, and precision detection technology; and the Rely Essentials line providing essential safety features at budget-friendly prices. The RealAlerts line includes models 7500 (battery smoke), 7600 (hardwired smoke), 7200 (plugin CO), 7300 (battery combo), 7400 (hardwired combo), and 7000 (battery CO). The Essentials line includes models 6200 (plugin CO), 6000 (battery CO), 5300 (battery combo), 4500 (compact smoke), 5400 (hardwired smoke), 5500 (10-year smoke), and 5600 (hardwired combo). Additionally, Rely Safety offers RelyFX fire extinguishers, including the first PFAS-free UL-listed portable fire extinguisher. Products are available through home improvement retailers (Home Depot, Lowe's, Menards, Walmart) and commercial distributors.
Differentiator
Problem solved
Functional benefit
Brands
- Rely Essentials: Built for today's standards, designed for everyday needs. Dependable alarms that meet the latest UL requirements and install easily with no extras to fuss over — a smart choice for budget-conscious homeowners, landlords, and contractors.
Products and services
- RealAlerts Premium Alarm Line Premium line of smoke and carbon monoxide alarms featuring 20+ bilingual voice alerts (English/Spanish), LED visual guidance, large digital displays on CO units, photoelectric smoke sensing, electrochemical CO sensing, and 10-year sealed batteries. Conforms to UL 217 8th and 9th Edition and UL 2034 standards. Designed for homeowners and property managers seeking clear, actionable emergency guidance.
- Rely Essentials Alarm Line Budget-friendly line of smoke and carbon monoxide alarms designed for everyday needs. Meets the latest UL requirements with essential features and easy installation, targeted at budget-conscious homeowners, landlords, and contractors.
- RelyFX Fire Extinguishers Heavy-duty portable fire extinguishers, including what is described as the first PFAS-free and environmentally safe portable fire extinguisher to receive a UL listing. Positioned for residential and light commercial/site safety use.
- 7500 Battery Operated Smoke Detector with RealAlerts Battery-operated photoelectric smoke detector with RealAlerts voice and LED warning system, 10-year sealed battery, and 20+ voice alerts in English and Spanish. Meets UL 217 8th and 9th Edition standards. Listed at $49.99 on RelySafety.com.
- 7600 AC Hardwired Smoke Detector with RealAlerts AC hardwired photoelectric smoke detector with RealAlerts voice and LED warning system, 10-year battery backup, interconnect-capable. Meets UL 217 8th and 9th Edition standards. Listed at $54.99 on RelySafety.com.
- 7200 Plugin Carbon Monoxide Detector with RealAlerts Plugin carbon monoxide detector with voice alerts, large intelligent display with scrolling LED text, 10-year battery backup, 22 separate voice warnings, and bilingual English/Spanish alerts.
- 7300 Battery Operated Combo Smoke & CO Detector with RealAlerts 2-in-1 battery-operated combination smoke and carbon monoxide detector with RealAlerts voice and LED warning system, 10-year sealed battery, and 20+ voice alerts. Listed at $71.99 on RelySafety.com.
- 7400 AC Hardwired Combo Smoke & CO Detector with RealAlerts AC hardwired 2-in-1 combination smoke and carbon monoxide detector with RealAlerts voice and LED warning system, 10-year battery backup, interconnect-capable. Listed at $76.99 on RelySafety.com.
- 7000 Battery Operated Carbon Monoxide Detector with RealAlerts Battery-operated carbon monoxide detector with voice alerts, 10-year sealed battery, over 20 voice alerts, large intelligent display with scrolling text, bilingual English/Spanish.
- 6200 Plugin Carbon Monoxide Detector (Rely Essentials) Plugin CO detector with LCD digital display and AA battery backup, electrochemical sensor, peak level memory, and 3-year limited warranty. Listed at $43.99 on RelySafety.com.
- 6000 Battery Operated Carbon Monoxide Detector (Rely Essentials) Battery-operated CO detector with LCD digital display, AA batteries included, electrochemical sensor, compact portable design, peak level memory. Listed at $24.99 on RelySafety.com.
- 5300 Battery Operated Combo Smoke & CO Detector (Rely Essentials) Battery-operated combination smoke and CO detector with voice alerts, meeting UL 217 8th and 9th Edition, 9-volt battery powered, LED status lights.
- 4500 Battery Operated Photoelectric Smoke Detector (Rely Essentials) Battery-operated photoelectric smoke detector with 4-inch compact design, meets UL 217 9th Edition, reduces nuisance alarms from cooking, 9-volt replaceable battery.
- 5400 Hardwired Photoelectric Smoke Detector (Rely Essentials) Hardwired photoelectric smoke detector with 9V battery backup, interconnectable with other compatible alarms, meets UL 217 standards, LED status indicator.
- 5500 10-Year Battery Photoelectric Smoke Detector (Rely Essentials) 10-year battery-operated photoelectric smoke detector with 4-inch compact design, sealed battery that lasts for the life of the alarm, no wiring required, meets UL 217 standards.
- 5600 Hardwired Combo Smoke & CO Detector (Rely Essentials) Hardwired combination smoke and carbon monoxide detector with AA battery backup, interconnectable, meets UL 217 and UL 2034 standards.
Quantifiable outcome
- 20+ voice alerts providing detailed emergency guidance vs standard beeping patterns
- +1 more outcomes
Companies that use Rely Safety
Customer profileSegments4 records
Ideal customer profiles4 records
Rely Safety technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Rely Safety partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Rely Safety competitors and assessment
Company assessmentDirect peers
- X-Sense: Fast-growing DTC-focused smoke and CO alarm brand sold primarily through Amazon, with interconnected, voice-enabled models. Closely comparable to Rely in target customer (DIY homeowner/landlord) and price band, making it Rely's most direct emerging competitor online.
- Amerex: Largest US manufacturer of portable and wheeled fire extinguishers. Directly comparable to Rely's RelyFX line, which is positioned as a PFAS-free alternative in the same end-customer channel.
- Kidde: Largest US smoke and carbon monoxide alarm brand (owned by Carrier), offering battery, hardwired, and combination alarms across retail and contractor channels. Directly competes with Rely Safety across every product category and retail shelf, but at vastly larger scale.
- Universal Security Instruments: Long-standing US-listed manufacturer of residential smoke and CO alarms with retail distribution. Directly competes with Rely at the value tier of the market through its USI/ElectricGuard brands.
- Google Nest Protect: Connected smoke and CO alarm with smartphone alerts, interconnect, and self-testing. Competes with Rely for premium-positioned smart-home safety buyers, particularly in the connected home segment where Rely has no offering.
- Resideo: Manufacturer of Honeywell Home-branded smoke and CO alarms (carved out of Honeywell in 2018), focused on residential safety. Directly competes with Rely in retail and professional installer channels and offers connected variants Rely currently does not.
- First Alert (BRK Brands): Iconic US smoke and CO alarm brand owned by Newell Brands, with deep retail penetration at Walmart, Home Depot, and Lowe's. Directly competes with Rely's premium and Essentials lines and has the marketing budget to defend share aggressively.
- Siterwell: Chinese OEM/ODM and consumer brand of smoke and CO alarms sold globally and through Amazon in the US. Competes with Rely at the lower price points and serves as the supply-side benchmark for Rely's hardware cost structure.
Broad incumbents
- Kidde Fire Systems: Commercial fire suppression and detection division of Carrier. Adjacent to Rely's light-commercial/multi-family push, providing a benchmark for the regulated commercial specifier channel Rely is attempting to enter with multi-family housing.
Emerging players
- Heiman Technology: Smart-home safety OEM focused on Zigbee/Wi-Fi smoke, CO, gas, and water leak detectors. Compares to Rely as a smart-safety peer, though Heiman leans more on smart-home integration and bulk OEM partnerships rather than retail brand-building.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Rely Safety social profiles
Digital presenceRely Safety compliance and trust
Trust signalCompliance6 records
Rely Safety financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rely Safety leadership team
Management profileNumber of profiles
Profiles1 record
Rely Safety funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rely Safety 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 Rely Safety
What does Rely Safety do?
Rely Safety designs, manufactures, and sells residential smoke and carbon monoxide alarms organized into two product lines: the premium RealAlerts line featuring 20+ bilingual voice alerts, LED visual guidance, and precision photoelectric/electrochemical sensing; and the Rely Essentials line offering UL-compliant alarms at entry-level price points. The company also offers RelyFX fire extinguishers, including a PFAS-free UL-listed portable extinguisher, sold through national retailers, e-commerce, and commercial distributors.
Is Rely Safety a public or private company?
Rely Safety is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rely Safety founded?
Rely Safety was founded in -1. It employs 11 to 50 people.
Where is Rely Safety based?
Rely Safety is headquartered in Eau Claire, United States, in the North America region.
How does Rely Safety make money?
One revenue line is on record: smoke and Carbon Monoxide Alarms.
Who are Rely Safety's main competitors?
Direct peers on record are X-Sense, Amerex, Kidde, Universal Security Instruments, Google Nest Protect, Resideo, First Alert (BRK Brands) and Siterwell. Kidde Fire Systems is listed as a broad incumbent. Heiman Technology is listed as an emerging player.
Does Rely Safety have an API?
No public API is recorded for Rely Safety.
What industry is Rely Safety in?
Rely Safety's product category is Home Safety Products. Its primary akta.pro industry code is HSAHAFAA, Smoke Alarm Systems (Battery, Hardwired & Interconnected), with a secondary code of HSAHAFAB, Carbon Monoxide (CO) Alarm Systems. Its NAICS code is 334512 and its SIC code is 3825.