Alder

What Alder does

Alder is a privately held US home security and life-safety provider founded in 2016 and headquartered in Orem, Utah, operating under the legal entity Alder Holdings, LLC. The company sells DIY-installed home security systems directly to residential consumers across all 50 US states plus USVI, offering 24/7 professional monitoring services and a comprehensive peripheral product line that includes touchscreen control panels (Alula, Luna Simple Panel, GC2), door/window sensors, motion sensors, smoke/heat/freeze detectors, flood sensors, glass break detectors, carbon monoxide detectors, key fobs, medical pendants, and indoor/outdoor/doorbell cameras. The core technical architecture is a wireless cellular-connected system (AT&T network) with cloud-connected sensors and a proprietary mobile app (iOS/Android) that integrates third-party camera brands (Eufy, Arlo, Kami, Skybell) and supports remote arming, live video streaming, two-way audio, and AI-based human detection on the doorbell camera.

Alder employs a product-led growth GTM motion: customers design personalized security kits through the company website, receive pre-programmed equipment within two days, and self-install in approximately 30 minutes without drilling or rewiring. The business model is primarily subscription recurring revenue from monthly monitoring fees, with equipment provided free of charge bundled into the subscription and free DIY technical support. Pricing is quote-based rather than tiered publicly, and the company operates a free move program to retain relocating subscribers. The customer base is fragmented residential consumers — homeowners, renters, and budget-conscious families — with no disclosed enterprise or B2B contracts. Marketing is executed through owned digital channels (website, mobile app stores, social media on Facebook/Instagram/X/LinkedIn) and a customer referral program, with no physical retail or dealership distribution. The company is recognized as the "Fastest Growing Company in Utah" twice by Utah Business Magazine and received the 2018 Stevie Silver Consumer Product of the Year award, though no funding rounds, institutional investors, or revenue figures are publicly disclosed.

Name

Alder

Legal name

Alder Holdings, LLC

Website

https://alarmprotectionusa.net

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Alder is a privately held US DIY home security and life-safety provider offering self-installed cellular-monitored systems with bundled monthly subscriptions, serving residential homeowners and renters across all 50 states from Orem, Utah.

Ownership category

akta.pro rank

Product category

Home Security Services

NAICS

Security Systems Services (except Locksmiths) (561621), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Auto Controls For Regulating Residential & Comml Environments (3822)

akta.pro primary industry

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

akta.pro secondary industries

Smoke Alarm Systems (Battery, Hardwired & Interconnected) (HSAHAFAA), Combination Smoke/CO Alarm Systems (HSAHAFAC), Alarm Systems & Monitoring Kits Retail (CRAIAMAG), Smart Sensors Retail (Motion, Contact, Leak, Smoke/CO, Air Quality) (CRAIAMAH)

Keywords

• Home security systems
• DIY security installation
• Professional monitoring services
• Security sensors and cameras
• Medical alert systems

Headquarters

HQ city

Orem

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Security Monitoring Subscription: Monthly recurring monitoring services with 24/7 professional monitoring. Monitoring team contacts emergency services when alarms are triggered. Package arrives pre-programmed for easy self-setup in 30 minutes.
2. Equipment Sales: Security system equipment including panels, sensors, cameras, doorbell cameras, and accessories. Free equipment included with monitoring subscription.
3. DIY Installation Support: Free labor and technical support for system installation and troubleshooting. Professional installation not required.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Alder designs, distributes, and monitors DIY home security and life-safety systems sold directly to residential consumers. The product lineup includes a touchscreen control hub (Alula/Luna Simple/GC2 panel), door and window sensors, motion detectors, smoke/heat/freeze and CO detectors, flood sensors, glass-break detectors, key fobs, medical pendants, and indoor, outdoor, and doorbell cameras. Every system is pre-programmed to enable 30-minute self-installation and is paired with 24/7 professional monitoring that dispatches emergency services on alarm.

Product overview

Alder offers a DIY home security and life safety platform consisting of a touchscreen control panel (Luna Simple Panel or GC2 Panel) as the central hub, paired with a comprehensive suite of peripheral sensors and cameras. The product line includes door/window sensors, motion sensors, smoke/heat/freeze detectors, flood sensors, glass break detectors, carbon monoxide detectors, key fobs, and medical pendants. Video monitoring is provided through doorbell cameras (with AI-powered human detection), indoor cameras, and outdoor cameras that integrate with Eufy, Arlo, and Kami camera brands. Users control and monitor the entire system via the Alder Mobile App (iOS/Android) which provides remote arm/disarm, live camera viewing, instant alerts, and two-way audio communication. All components are self-installable with plug-and-play design, and 24/7 professional monitoring is included with all packages.

Differentiator

Problem solved

Functional benefit

Products and services

• Alder Home Security Monitoring Service 24/7 professionally monitored home security subscription that contacts emergency services when an alarm is triggered. Bundled with free pre-programmed equipment, free installation support, and a free move program for relocating customers. Targeted at US residential homeowners, renters, and budget-conscious families.
• Alder Mobile App iOS and Android mobile application providing full alarm control, camera viewing, notifications, two-way audio, and remote arming/disarming of the security system. Available on the Apple App Store and Google Play Store.
• Alula Touchscreen Control Panel LED touchscreen control panel that serves as the central hub of the security system, providing an intuitive interface for arming, disarming, sensor management, Z-Wave device control, and emergency calling.
• Door and Window Sensors Two-component magnet-and-sensor entry-point detectors that trigger the alarm when doors or windows are opened. Pre-installed battery and adhesive-tape mounting enable no-drill self-installation.
• Motion Sensor Infrared motion detector with 90-degree field of vision, 45-foot detection range, and configurable arm-away and arm-stay modes to reduce false triggers when occupants are home.
• Smoke, Heat, and Freeze Detector Monitored detector that alerts the monitoring station on smoke, fixed temperature of 125°F, temperature rise, or freeze conditions at 41°F. Remains active even when the alarm is disarmed.
• Flood and Water Leak Detector Sensor that triggers an alert when as little as 1/16 inch of water contacts the device probe, helping prevent flood damage from broken pipes or leaking appliances.
• Key Fob Remote Portable remote control for quick arm/disarm of the security system, with an SOS button for immediate access to Alder's monitoring team.
• Medical Alert Pendant Wearable emergency button that summons medical assistance at the press of a button, designed for elderly or at-risk individuals and their families.
• Doorbell Camera 2K-resolution smart doorbell camera with on-device AI human detection, two-way audio, activity zones, full-color night vision, 180-day battery life, and instant mobile alerts.
• Indoor and Outdoor Cameras Wireless HD indoor and weather-resistant outdoor cameras with night vision, motion activation, and two-way audio, viewable through the Alder Mobile App.

Quantifiable outcome

• 60% of burglars would not rob a home with a security system installed
• +1 more outcomes

Named customers2 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

Integration8 records

AI capability3 records

Feature5 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cove Security: Cove is a DIY home security company offering no-contract professional monitoring with touchscreen panels and environmental sensors. Directly comparable to Alder's touchscreen panel, free equipment model, and 24/7 monitored subscription — competing in the same budget-conscious DIY segment.
• Ring (Amazon): Ring (owned by Amazon) offers DIY home security with professional monitoring (Ring Alarm) and a leading doorbell camera lineup that competes directly with Alder's doorbell camera with AI human detection. Backed by Amazon's ecosystem and Prime bundling, Ring represents both a direct product competitor and a channel threat.
• SimpliSafe: SimpliSafe is the most direct competitor in the DIY home security market, offering similar self-install systems with 24/7 professional monitoring, no-contract subscriptions, and bundled intrusion, fire, and environmental sensors. Both companies target budget-conscious homeowners seeking alternatives to traditional professionally installed security.
• Frontpoint Security: Frontpoint is a direct DIY home security peer offering self-install cellular-monitored systems with no-contract subscriptions. Like Alder, Frontpoint targets homeowners seeking professional monitoring without professional installation, competing on ease of setup and customer service quality.
• abode Systems: abode offers DIY home security with optional professional monitoring and strong smart home integration (Apple HomeKit, Google, Alexa). Comparable to Alder's smart home security and automation positioning, with similar self-install focus and subscription-based monitoring.

Broad incumbents

• ADT: ADT is the largest traditional home security provider with professionally installed and monitored systems across the US. While ADT's core offering is professionally installed (contrasting Alder's DIY model), ADT now offers DIY options (ADT Self Setup) that compete head-on with Alder's value proposition and bundled subscription model.
• Brinks Home: Brinks Home is an established home security provider offering both professionally installed and DIY options with 24/7 monitoring. The Brinks brand recognition and nationwide monitoring infrastructure represent a broad incumbent threat comparable to ADT's positioning versus Alder's DIY offering.
• Vivint: Vivint is a leading professionally installed smart home security provider offering integrated intrusion, video, and automation systems. While primarily serving higher-end customers with professional installation, Vivint's smart home ecosystem and video capabilities compete with Alder's bundled offering in adjacent customer segments.
• Google Nest (discontinued but ecosystem relevant): While Google discontinued Nest Secure as a standalone alarm system, the broader Nest ecosystem (cameras, doorbells, sensors) competes with Alder's smart home security offering. Google's ecosystem lock-in through Google Home and Assistant creates an indirect but material competitive overlap for smart-home-centric buyers.
• Xfinity Home (Comcast): Xfinity Home leverages Comcast's broadband bundling to offer home security and automation services. As a broadband-anchored competitor, Xfinity Home represents a unique bundling threat where Alder's standalone security offering must compete against security-as-add-on to existing internet customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/alder_security?lang=en
• Facebookfacebook.com/aldersecurities
• LinkedInlinkedin.com/company/alder-home-protection
• Instagraminstagram.com/alderhomesecurity

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 Alder