Secure Storage

What Secure Storage does

Secure Storage is a locally-owned self-storage operator running 16 facilities across Wisconsin (15 locations) and Tennessee (1 location), with a recent geographic expansion into Jackson, TN in September 2025. The company serves individual households and small businesses needing short- to long-term storage, offering traditional drive-up units, climate-controlled units, and temperature-controlled units across a range of sizes (e.g., 5x5 from $40/month to 10x30 from $202/month for climate-controlled). Its core product is physical storage space rented on a monthly basis, supplemented by an online reservation and account management platform that enables digital booking, bill pay, and unit management.

The company's underlying technology stack is operational rather than differentiated: a standard self-storage management platform supporting online rentals and tenant account administration, combined with on-site security infrastructure. No proprietary AI, IoT, or smart-facility capabilities are evident. Adjacent revenue streams come from partner-enabled services rather than owned technology, including tenant insurance products offered through SafeLease and StorSmart partnerships, truck rentals through a Penske partnership, and on-site sales of moving supplies such as boxes and packing materials.

The business model is asset-heavy real estate rental revenue at the core, supplemented by commission and referral income from insurance and truck partners. The company markets itself as a locally-owned alternative to national self-storage REITs, positioning brand authenticity and customer service as differentiators in its secondary Midwestern markets. Growth has been organic through greenfield development (Reedsburg 2024, Cottage Grove 2021) and incremental capacity additions (Marshfield expansion), with the Jackson, TN opening in September 2025 marking its first multi-state footprint.

Name

Secure Storage

Legal name

Secure Storage

Website

https://securestorageunit.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Secure Storage is a locally-owned self-storage operator running 16 facilities across Wisconsin and Tennessee, serving households and small businesses with traditional and climate-controlled units plus partner-enabled insurance, truck rental, and moving supply services.

Ownership category

akta.pro rank

Product category

Self-Storage Services

NAICS

Lessors of Miniwarehouses and Self-Storage Units (531130), Lessors of Miniwarehouses and Self-Storage Units (53113)

SIC

Public Warehousing & Storage (4220)

akta.pro primary industry

Standard/Non-Climate Self-Storage (HSAKAGAB)

akta.pro secondary industries

Vehicle & RV/Boat Self-Storage (HSAKAGAC), Storage Insurance (Self-Storage Unit Contents Coverage) (HSAKANAF), Self-Storage Security & Access Services (Gated Entry, Keypad, CCTV) (HSAKAGAJ)

Keywords

• Self-storage units
• Climate-controlled storage
• Vehicle storage
• Month-to-month rentals
• Moving supplies

Headquarters

HQ city

Marshfield

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Storage Unit Rentals: Core revenue stream from renting self-storage units on a month-to-month basis. Units range from 5×5 to 15×50 in various configurations (traditional, temperature-controlled, climate-controlled, outdoor). Monthly rental fees vary by size, type, and location. No security deposit required; a one-time admin fee applies at move-in.
2. Storage Unit Insurance (SafeLease): Insurance coverage is required at all facilities. The company offers SafeLease insurance programs providing protection for stored belongings against fire, lightning, windstorm, hail, smoke, water damage, vandalism, and burglary. Coverage limits of $2,000, $3,000, and $5,000 are available with affordable monthly premiums bundled with rent.
3. Moving Truck Rentals (Penske Partnership): Partnering with Penske to offer moving truck rentals at select locations (Cottage Grove). Customers can rent trucks alongside their storage unit for a coordinated moving experience. Revenue flows through the Penske partnership.
4. Moving & Packing Supplies: On-site offices and stores sell moving supplies including boxes, tape, and packing materials for customer convenience.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Secure Storage operates 16 self-storage facilities across Wisconsin (15) and Tennessee (1), renting traditional, climate-controlled, temperature-controlled, outdoor, and drive-up/drive-in/drive-through storage units on a month-to-month basis with sizes ranging from 5x5 to 15x50. Units are secured by keyless electronic gate access, 24/7 CCTV surveillance, and gated fencing. The company also offers SafeLease and StorSmart tenant insurance, Penske moving truck rentals at select locations, moving supplies sold on-site, and customizable Old Hickory Buildings yard sheds at the Watertown location.

Product overview

Secure Storage is a self-storage provider operating multiple facilities across Wisconsin and Tennessee. The core offering consists of traditional, climate-controlled, and temperature-controlled storage units in various sizes (ranging from 5x5 to 15x50), with unit types including interior access, exterior/drive-up access, and drive-in/drive-through options. The product portfolio includes: (1) Traditional Storage Units as the base economical option; (2) Climate-Controlled and Temperature-Controlled Storage Units as premium offerings with temperature regulation between 55-85°F for sensitive items; (3) Outdoor/Mega Storage for vehicles, boats, RVs, and commercial equipment; and (4) Drive-Up/Drive-In/Drive-Through Storage for convenient loading. Value-added services include SafeLease and StorSmart insurance programs for unit coverage, Penske truck rentals for coordinated moving, and Old Hickory Buildings yard sheds for outdoor storage solutions. All facilities feature security measures including gated access, digital surveillance, and 24/7 availability at most locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional Storage Units Basic secure self-storage units at ground level with exterior access, not heated or climate-controlled, offering economical storage for items not sensitive to temperature extremes. Available in sizes ranging from 5x5 to 20x40 across the 16 Wisconsin and Tennessee locations.
• Climate-Controlled Storage Units Premium storage units maintained at consistent temperature and humidity (typically 55-85°F) to protect sensitive items such as electronics, furniture, artwork, documents, and instruments from damage due to extreme temperatures, moisture, and humidity. Available in sizes including 5x5, 5x10, 7.5x10, 10x10, 10x20, 10x25, 10x30, 10x35, and 12x30.
• Temperature-Controlled Storage Units Interior-access storage units within heated/cooled facilities, maintaining steady temperature to prevent deterioration from heat, moisture, dust, and environmental factors. Includes both interior-only and interior/exterior (drive-up) access configurations at select locations.
• Outdoor/Mega Storage Large outdoor ground-level spaces in gated areas with easy drive-up access for vehicles, boats, RVs, and commercial equipment. Available at select locations including Cottage Grove, Necedah, Mauston, and Wisconsin Dells. Cottage Grove units feature 14-foot doors and power availability for oversized vehicles.
• Storage Unit Insurance (SafeLease) Insurance program providing coverage for stored belongings against fire, lightning, windstorm, hail, smoke, water damage, vandalism, and burglary. Policy pays first before homeowners insurance, includes transit coverage during moves, and offers affordable monthly premiums bundled with rent. Coverage limits of $2,000, $3,000, and $5,000 available. Insurance is required at all Secure Storage facilities.
• StorSmart Insurance Insurance program covering loss to valuables from various causes including fire, lightning, windstorm, hail, smoke, water damage, vandalism, and burglary. Coverage available for items in transit to and from storage facilities, offered at the Cottage Grove location.
• Penske Truck Rentals Moving truck and box truck rental partnership with Penske, available at the Cottage Grove, WI location. Provides various truck sizes for local and long-distance moves, coordinated alongside storage unit rentals to simplify the moving process.
• Moving & Packing Supplies On-site offices and stores sell moving supplies including boxes, tape, and packing materials for customer convenience, providing a coordinated one-stop-shop experience alongside storage unit rentals.

Quantifiable outcome

• Reservations held for 7 days, providing customers time to plan without pressure
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Penske Truck RentalscoreGTM or Marketing PartnerSecure Storage partners with Penske to offer moving truck and box truck rentals at the Cottage Grove location. This is the only Penske rental location in Cottage Grove and one of only four in Dane County. The partnership enables customers to coordinate their storage unit and moving truck in one place, simplifying the moving process. Penske provides a reliable, well-maintained fleet for local and long-distance moves.
• SafeLease (Insurance)coreGTM or Marketing PartnerSafeLease is the insurance program partner providing coverage for stored belongings. Insurance is required at all Secure Storage facilities. The SafeLease program covers fire, lightning, windstorm, hail, smoke, water damage, vandalism, and burglary. Key features include policy pays first (primary coverage), transit coverage during moves, easy claim service, and affordable monthly premiums bundled with rent. Coverage limits of $2,000, $3,000, and $5,000 are offered.
• Old Hickory Buildings & ShedsminorGTM or Marketing PartnerSecure Storage has partnered with Old Hickory Buildings & Sheds to offer outdoor yard sheds for sale at the Watertown location. Customers can use a 3D Custom Shed Builder tool to get a quote. This partnership extends the product offering beyond traditional storage units to permanent outdoor structures.
• StorSmart InsurancecoreGTM or Marketing PartnerStorSmart insurance program covers loss to valuables from a variety of causes at the Cottage Grove location. This is an alternative/complementary insurance program to SafeLease, also available for customer purchase to protect stored belongings against various risks.

Scale indicators4 records

Recent moves10 records

Expansion highlights3 records

Direct peers

• CubeSmart: A top-three self-storage REIT with hundreds of locations, offering drive-up, climate-controlled, and vehicle storage on a monthly rental basis. Directly comparable product and customer mix to Secure Storage's traditional and temperature-controlled unit offerings.
• National Storage Affiliates: A publicly-traded self-storage REIT aggregating regional operators under a unified platform. Operates the same drive-up and climate-controlled unit model on month-to-month leases, targeting the same residential and SMB customers as Secure Storage.
• Extra Space Storage: The second-largest self-storage REIT, with a portfolio spanning climate-controlled and traditional units plus third-party management. Directly competes in the same product category (rentable self-storage units, month-to-month leases) and targets overlapping residential and SMB customer segments.
• Public Storage: The largest publicly-traded self-storage REIT in the US, operating thousands of facilities nationwide. Directly comparable to Secure Storage on the core product (drive-up and climate-controlled self-storage units), customer base, and monthly subscription rental model, though at vastly greater scale.
• Prime Storage: A privately-held self-storage operator with facilities across the Northeast and Midwest. Closely matches Secure Storage's privately-operated, multi-location model with climate-controlled and traditional unit offerings on monthly leases.
• StorageMart: A large privately-held self-storage operator with facilities across the US and internationally. Closely matches Secure Storage's privately-held, multi-location operator model with similar product mix (drive-up, climate-controlled, vehicle storage) and customer base.
• Simply Self Storage: A privately-held self-storage operator with facilities across multiple states offering drive-up, climate-controlled, and vehicle storage. Matches Secure Storage's product mix and pricing structure under a similar independent-operator profile.

Regional players

• Safeguard Self Storage: A privately-held self-storage operator with a multi-state footprint focused on climate-controlled and traditional units. Comparable to Secure Storage on monthly rentals, unit types, and a privately-held operating model, though typically serving larger metropolitan areas.
• Metro Self Storage: A regional self-storage operator concentrated in the US Midwest with traditional, climate-controlled, and vehicle storage units. Comparable to Secure Storage's Wisconsin-anchored footprint, targeting similar suburban and small-town customers.

Broad incumbents

• U-Haul Moving & Storage: Operates a nationwide network of self-storage facilities as part of a broader moving and truck-rental portfolio. Overlaps with Secure Storage on storage units and the moving-truck bundling strategy (Penske partnership), though U-Haul is a much larger incumbent with broader logistics offerings.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SecureStorageUnit

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 Secure Storage