SimpliSafe’s success awakens sleeping giant

Scott Kirsner, Boston Globe

Today, the company offers a range of equipment, including glass-break detectors, panic buttons, and water sensors for basements. All of them can send alerts to, or be controlled by, a smartphone. SimpliSafe had 100 employees at the start of 2015, and ended the year with almost 250. BestBuy and Walmart also began carrying its products in November.

Nick Heymann, an equities analyst who covers ADT for the Chicago investment firm William Blair & Co., says about 26 million homes in the United States have installed traditional alarm systems, but the number has plateaued in recent years.

SimpliSafe, by contrast, has built a business by selling to people who haven’t bought a traditional system. “They saw them as too expensive, too difficult, too cumbersome,” Chad Laurans says. And some customers wanted to install sensors that alerted only them about occurrences in their home, rather than summoning the police.

SimpliSafe’s success awakens sleeping giant

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