era protect

What era protect does

ERA Protect is the consumer smart home security brand of ERA Home Security Limited, a UK-based business tracing its heritage to 1838 and operating from Wolverhampton with a London registered office. The company designs and sells DIY smart home security systems, including alarm kits, motion and contact sensors, external sirens, smart doorbells, smart locks and optional subscription Cover plans, delivered direct-to-consumer via its own e-commerce platform. The portfolio holds the BSI IoT Kitemark and complies with GDPR and the UK PSTI product security regime, and integrates with Amazon Alexa and Google Home.

The business model is product-led DTC: customers purchase hardware outright (alarm kits priced between £113.90 and £163.90), optionally augmenting with add-on sensors, doorbells and locks, and can attach to a recurring £8/month or £80/year Cover subscription that bundles monitoring and service. Go-to-market is augmented by a long-standing partnership with Neighbourhood Watch (in place since 2016), which provides access to 2.3 million members, and by independent validation including the Which? Best Buy award in 2021. The target customer base is UK residential homeowners, including pet owners, multi-property owners and smart home enthusiasts, with no disclosed enterprise or B2B channel.

In 2025 ERA Protect was acquired by Quanex (NYSE: NX), integrating the brand into a larger international building products group. Operations remain UK-only on the evidence available, with no disclosed headcount, revenue, or AI/ML capability, leaving the scale and growth profile of the underlying business inferable only from hardware pricing, channel footprint and parent ownership signals.

Name

era protect

Legal name

ERA Home Security Limited

Website

https://eraprotect.com

Company type

Private

Founded year

1838

Operating status

Operating

Short description

ERA Protect designs and sells DIY smart home security systems, including alarm kits, sensors, smart doorbells and locks, direct to UK homeowners. Revenue combines one-time hardware sales with optional £8/month subscription Cover plans, and the brand is owned by Quanex following a 2025 acquisition.

Ownership category

akta.pro rank

Product category

Smart Home Security

NAICS

Security Systems Services (except Locksmiths) (561621)

SIC

Measuring & Controlling Devices, Nec (3829)

akta.pro primary industry

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

akta.pro secondary industries

Self-Monitored Intrusion Alarm Services (HSAHAAAB), Residential Smart Lock Hardware (Keypad, Keyless, Biometric, Connected) (HSAHAEAA), Alarm Systems & Monitoring Kits Retail (CRAIAMAG)

Keywords

• Smart home security
• Wireless alarm systems
• DIY security kits
• Smart door locks
• Home security accessories

Headquarters

HQ city

Wolverhampton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: One-time purchase revenue from selling alarm kits (5-piece, 7-piece, 8-piece bundles), security accessories (sensors, sirens, keyfobs), and smart door handles. Customers own hardware after purchase with no mandatory recurring fees.
2. ERA Protect Plus Cover Plan: Monthly or annual subscription providing 4G SIM backup for alarm connectivity, 30-day rolling cloud storage for camera footage, automated phone calling on alarm triggers, and professional monitoring capabilities. Starts at £8/month or £80/year with 3-month free trial included with purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

ERA Protect sells DIY-install wireless smart home security systems to UK consumers, including expandable alarm kits (5-, 7-, and 8-piece bundles) with PIR motion sensors, door/window sensors, sirens, and remote controls managed via a smartphone app with Wi-Fi and 4G SIM dual-path connectivity. The company also sells a Smart Universal Door Handle with fingerprint, key card, and app-based keyless entry, along with optional monthly/annual subscription cover plans providing 4G backup, cloud camera storage, automated phone calling, and professional monitoring.

Product overview

ERA Protect is a comprehensive DIY smart home security ecosystem comprising wireless alarm systems, smart locks, and subscription monitoring services. The product portfolio centers on expandable alarm kits (5-piece, 7-piece, and 8-piece bundles) controlled via the ERA Protect Smart Home App, supported by a range of accessories including motion sensors, door/window sensors, sirens, and remote controls. The system supports up to 96 accessories per hub and integrates with Amazon Alexa and Google Nest for voice control. Premium subscription services provide 4G backup connectivity, cloud storage, and professional monitoring capabilities. The Smart Universal Door Handle adds keyless entry functionality with fingerprint, key card, and app-based access.

Differentiator

Problem solved

Functional benefit

Brands

• Crompton: Window and door components brand under ERA
• Fab&Fix
• Response Electronics
• Zoo
• Giesse
• Schlegel

Products and services

• 8-Piece Smart Alarm Kit (Bundle - Entrance Kit) Comprehensive home alarm system for bigger properties featuring 3 door/window sensors, 1 hub, 1 PIR motion sensor, 2 remote controls, and 1 battery-operated live siren, designed for homes with multiple entry points.
• ERA Protect Smart Home Alarm Kit (7-Piece Bundle) Home alarm bundle including 1 hub, 1 PIR motion sensor, 1 door/window sensor, 2 remote controls, 1 live siren, and 1 replica siren, designed for smaller properties with extra layers of visual deterrence.
• ERA Protect Smart Home Alarm Kit (5-Piece Bundle) Starter alarm kit designed for flats and small houses, including 1 hub, 1 motion sensor, 1 door/window sensor, and 2 remote controls with expandable accessory support up to 96 devices.
• ERA Protect Additional Base Hub Additional alarm hub for extending ERA Protect coverage to second locations such as garages, sheds, or holiday homes, all managed from a single app.
• ERA Protect Premium Cover Plan Subscription service providing 4G SIM backup, unlimited cameras with 30-day rolling cloud storage, automated phone calling on alarm triggers, and professional monitoring capabilities for enhanced home security protection.
• ERA Protect Pet Friendly PIR Motion Sensor Passive infrared motion detector that picks up heat and movement when alarm is armed, with pet-friendly functionality supporting pets up to 25kg, 12m detection range, and 90-degree detection zone.
• ERA Protect Battery-Operated Live Alarm Siren (104dB) Outdoor wireless siren with 104dB alarm sound and strobe lights providing visual deterrent for property exterior, weatherproof to IP55 standards with built-in tamper protection.
• ERA Protect Replica Siren Fake alarm box with LED flashing lights providing visual deterrent to potential intruders without producing sound, designed for outdoor placement.
• ERA Protect Wireless Door and Window Alarm Sensor Magnetic sensor using magnets to detect when doors or windows are opened, triggering the alarm with built-in tamper protection for main entry points.
• ERA Protect Remote Control Keyfob Wireless remote control allowing users to arm, part-arm, and disarm their alarm system with a push of a button, featuring customizable Plus Action button for cover plan subscribers.
• ERA Protect Universal Smart Door Handle Keyless entry smart lock supporting fingerprint, key card, and app-based access control with geolocation technology, compatible with most composite and PVC doors.
• Twin Pack Key Cards for Smart Universal Door Handle RFID key cards for use with the ERA Protect Universal Smart Door Handle, enabling keyless entry access.
• 2 x 3.6V Lithium Batteries for ERA Protect Battery-Operated Live Siren Replacement lithium batteries specifically designed for the ERA Protect Battery-Operated Live Siren accessory.

Quantifiable outcome

• System expandable to support up to 96 accessories
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

One partnership is on record.

• Neighbourhood WatchcoreGTM or Marketing Partner · 1 January 2016ERA has been the primary smart security sponsor of Neighbourhood Watch since 2016. The partnership supports community safety initiatives and provides visibility to Neighbourhood Watch's 2.3 million members across 90,000+ volunteer-led schemes in England and Wales. ERA products are positioned as part of community crime prevention efforts.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Ring (Amazon): Ring is the dominant DIY smart home security brand, owned by Amazon, offering video doorbells, alarm kits, and cameras. It competes head-to-head with ERA Protect on DIY self-install smart alarms in the UK.
• Yale Home (Assa Abloy): Yale is a leading UK smart lock and home security brand, also owned by Assa Abloy. ERA Protect competes most directly with Yale on smart locks and integrated alarm systems, with comparable UK heritage and retail footprint.
• SimpliSafe: SimpliSafe pioneered the DIY home security kit model with bundled hardware and optional professional monitoring. Closest analogue to ERA Protect's self-install alarm kit-plus-subscription positioning.
• Google Nest: Google Nest offers smart cameras, doorbells, and alarm systems integrated with the Google Home ecosystem. A direct competitor in app-controlled smart home security with significant brand and platform advantages.
• Eufy (Anker): Eufy offers DIY smart home security cameras, doorbells, and alarm systems with local storage and no mandatory subscription. Competes with ERA Protect on the no-contract, self-monitored value proposition.
• Swann Communications: Swann offers DIY wired and wireless home security camera systems with DVR/NVR. Comparable DIY positioning but more skewed to video surveillance than integrated alarm systems.

Broad incumbents

• ADT Inc. ADT is the established professionally-monitored home security incumbent with extensive UK installation infrastructure. ERA Protect targets the self-install segment ADT historically underserves.

Regional players

• Hive (Centrica): Hive is a UK smart home brand (owned by Centrica) offering cameras, sensors, and integrated home automation. Competes in the same UK DIY smart home segment with a broader energy-and-home positioning.
• Verisure: Verisure is Europe's largest professionally-monitored home security provider. Comparable product breadth (alarms, sensors, smart locks) but operates a professional-install model rather than ERA's DIY approach.

Emerging players

• TP-Link Tapo: Tapo (TP-Link) is a fast-growing smart home camera and sensor brand offering low-cost DIY security devices. Represents the budget-end competitive threat to ERA Protect's mid-market positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ERAhomesecure
• Instagraminstagram.com/erahomesecurity

Compliance3 records

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 era protect