What Reed Security Authorized Dealer Program does

Reed Security Authorized Dealer Program is the channel partnership and capital-funding arm of Reed Security, a private Canadian security company headquartered in Saskatoon, Saskatchewan, founded in 2000 and operating for over 25 years. The program recruits established independent security firms, electrical contractors, smart home installers, and IT integrators across Canada to sell and install Reed-backed alarm, access control, video surveillance, and live video monitoring solutions to residential, SMB, and enterprise/multi-location commercial end customers. Reed's core commercial proposition is capital-intensive support: it funds all upfront hardware costs, pays dealers weekly on completed installations, runs centralized end-user technical support, automates end-user billing and collections, offers deep equipment discounts via national purchasing scale, co-invests in dealer marketing through a Marketing Development Fund (MDF), and routes large national contracts to local dealers as sub-contracting jobs.

The product portfolio comprises four core offerings: Smart Home Security, Small-to-Medium Business Security, Enterprise & Multi-Location Security, and ACTVGRD, an active live video monitoring service positioned to detect, verify, and deter intruders at the property line before damage occurs. The business model is primarily subscription-based monthly monitoring revenue from end users, complemented by funded hardware sales and professional services revenue routed through dealers. Reed concurrently operates a strategic acquisition program, purchasing established security integrators and alarm monitoring portfolios across Canada from retiring owners with discreet valuations and rapid capital deployment. Reed reports a base of 8,000+ end customers across Canada spanning homeowners to large multi-location commercial enterprises, and the dealer program website is actively maintained, indicating ongoing recruitment. No management team, funding rounds, patents, regulatory actions, or revenue figures are publicly disclosed.

Name

Reed Security Authorized Dealer Program

Legal name

Reed Security

Website

https://reeddealers.ca

Company type

Private

Founded year

2000

Operating status

Operating

Short description

Reed Security Authorized Dealer Program funds independent security firms across Canada with upfront hardware capital, weekly installation payouts, and centralized billing, technical support, and MDF co-investment, while actively acquiring established security integrators and alarm monitoring portfolios.

Ownership category

akta.pro rank

Headquarters

HQ city

Saskatoon

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Monthly Monitoring Services: Recurring monthly fees from end-user alarm and video monitoring subscriptions, managed centrally by Reed Security with automated billing and collections.
2. Hardware Sales and Upfront Funding: Reed Security covers upfront hardware costs for dealers, funding security system installations. Dealers receive weekly payouts upon completed installations, enabling them to scale volume without financial friction.
3. Sub-Contracting Revenue for Dealers: Dealers gain access to large national contracts that flow as sub-contracting jobs, generating additional revenue streams for local dealers through Reed's national footprint.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

Reed Security Authorized Dealer Program provides funding, support, and security products to independent alarm and security dealers across Canada. Reed covers the upfront cost of hardware, pays dealers weekly on completed installations, manages centralized end-user billing, collections, and 24/7 technical support, and offers equipment purchasing discounts, marketing co-investment, and sub-contracting opportunities. Dealers sell and install Smart Home Security, SMB Security, Enterprise & Multi-Location Security, and ACTVGRD™ active live video monitoring solutions to residential and commercial end customers.

Product overview

Reed Security Authorized Dealer Program is a unified dealer partnership platform offering a comprehensive suite of security services across residential and commercial verticals. The portfolio consists of four core offerings: Smart Home Security for residential homeowners, Small to Medium Business Security for mid-market commercial clients, Enterprise & Multi-Location Security for complex multi-site deployments, and ACTVGRD™ Live Video Monitoring for active intrusion detection and verification. The program supports dealers with upfront hardware funding, weekly payout schedules, end-user technical support, automated billing and collections, bulk purchasing discounts, marketing development funds, and sub-contracting opportunities from large national contracts.

Differentiator

Problem solved

Functional benefit

Brands

• ACTVGRD: Live video monitoring service that transforms cameras into an active, invisible shield - detecting, verifying, and deterring intruders the moment they cross a property line

Products and services

• Smart Home Security A residential offering enabling dealers to install intuitive, top-tier smart home security systems for homeowners, with Reed providing upfront hardware funding, 24/7 monitoring, end-user support, and automated billing.
• Small to Medium Business Security Mid-market B2B security offering that lets dealers execute retail, storefront, and warehouse installations using Reed's capital funding to overcome cash flow limits.
• Enterprise & Multi-Location Security Enterprise-grade alarm, access control, and video surveillance offering for complex multi-site deployments, with Reed helping dealers design, quote, and fund deployments for large commercial customers with multiple locations.
• ACTVGRD™ Live Video Monitoring Proprietary active live video monitoring service that transforms cameras into an invisible shield by detecting, verifying, and deterring intruders the moment they cross a property line, before damage occurs.

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• Oxford Security SystemscoreChannel Partner/ Reseller/ DistributorCalgary-based independent security firm operating as an Authorized Dealer since 2016. Benefits from Reed's capital funding, hardware coverage, weekly payouts, technical support, and billing/collections services. Dave Schlegel, owner, reports the program helped overcome startup challenges.
• SuRe InnovationscoreChannel Partner/ Reseller/ DistributorSaskatoon and Edmonton-based security firm operating as an Authorized Dealer since 2017. Leverages the dealer program for access to competitively priced security products, stable business foundation, marketing support, and expert guidance from Reed's team.
• Vibopulse ServicescoreChannel Partner/ Reseller/ DistributorRegina-based security dealer operating as an Authorized Dealer since 2016. Utilizes funding plans, flexible support, growth opportunities, and work-life balance benefits provided by the Reed dealer program.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CPI Security Systems: CPI Security is a regional U.S. security dealer and monitoring company with an authorized dealer program, in-house central station, and recurring monitoring revenue across the Southeast. Closely comparable to Reed on dealer-network model, hardware funding, and central monitoring economics, but U.S.-only.
• Guardian Protection: Guardian Protection is a regional U.S. security dealer and monitoring provider serving residential and commercial customers with intrusion, video, and life-safety offerings. Directly comparable to Reed on dealer-led installation, central monitoring, and recurring RMR, though focused on the U.S. Mid-Atlantic rather than Canada.

Emerging players

• Frontpoint Security: Frontpoint is a smart-home security provider that ships self-installed systems with professional monitoring, competing for the same residential end-customer that Reed's dealers serve. Comparable on the smart-home security product and subscription monitoring model, though uses a DIY shipping model rather than dealer-funded installs.
• Alarm.com: Alarm.com provides the software platform that powers thousands of independent security dealers across North America, including hardware integrations, monitoring workflows, and end-customer apps. Highly comparable to Reed's dealer enablement thesis, though Alarm.com is a SaaS-only play and does not itself fund hardware or carry end-customer billing relationships.

Regional players

• SecurTek (SaskTel): SecurTek is a Saskatchewan-based monitoring and security services subsidiary of SaskTel, providing intrusion alarm, video, and medical alert monitoring to homes and businesses across the Prairies. Directly comparable to Reed on geography, monitoring-centric model, and SMB/residential customer base, but with carrier backing rather than an independent dealer program.
• TELUS Smart Home Security: TELUS bundles home and small-business security with its Canadian telecom services, including 24/7 monitoring and smart-home integration. Comparable to Reed's residential and SMB segments in the same Canadian geography, but competes with carrier-scale bundling rather than an independent dealer-funded model.

Broad incumbents

• ADT Inc. ADT is the largest professionally monitored security provider in North America, operating an authorized dealer and reseller program alongside its direct sales force. Directly comparable to Reed on the dealer-funding and recurring-monitoring model, but with materially larger scale, national brand recognition, and U.S. market coverage that Reed does not have.
• Brinks Home: Brinks Home offers professionally monitored home security across the U.S. with a national dealer and affiliate footprint and a recurring RMR model. Comparable to Reed's authorized-dealer channel and monthly monitoring economics, but at materially larger U.S. scale and without the same Canadian end-market exposure.
• Vivint Smart Home: Vivint is a large U.S. smart-home security provider combining professionally installed alarm, video, and automation services on a subscription basis. Comparable to Reed on product breadth (alarm, video, access, automation) and recurring-revenue model, but operates a direct sales force rather than a dealer-funded model and is concentrated in the U.S.
• Stanley Security (Securitas): Stanley Security, now part of Securitas, provides commercial intrusion, access control, and video surveillance with design, installation, and monitoring services across Canada. Comparable to Reed on the enterprise and multi-location commercial segment Reed explicitly targets, but at much larger scale and as part of a global integrator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/reed-security

Revenue estimate

Valuation estimate

Number of profiles

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 Reed Security Authorized Dealer Program