Featured: HomeSecure in the Sunday Business Post

We were delighted to be featured in the most recent edition of the Sunday Business Post. Our CEO Colm Daly met with Emmett Ryan at the Business Post. He talked about all things past, present and future for HomeSecure and the home alarm industry.

In case you missed the article, we’ve summarized it here for you. If you want to read the article in full, please visit The Sunday Business Post

image credit: Fergal Phillips

image credit: Fergal Phillips

How it all began

“When we started we saw a gap. There was a clear market leader, but the monitored alarm market was highly fragmented. We knew we could sell something; we approached an installer, a hardware provider and then Chubb to monitor the alarms,” said Daly.

“We put together the component pieces and went out with our proposition. For the first couple of years it was very much an alarm with a pin code, very traditional. We saw we could blur the lines and move more into the smart-home area.”

Daly has dropped the use of alarms from how the company pitches itself to customers. The smart technology now in use by the business does more than just alert authorities or the user.

Some 12,000 of the company’s 14,000 customers have transitioned to the new technology, but it’s still an educational process for them. The challenge for Daly is in getting those customers to see his business as offering more than just an alarm.

Protecting what matters

He likens what the company does to putting a cover on a smartphone. Once someone has splashed out on a house or apartment, they want to protect that investment. This means HomeSecure has to do more than just determine when a break-in has happened.

That’s reflected in how the technology works. Beyond crime activities, the system is designed to send out alerts so the user can get required assistance for medical emergencies.

mother and child at home

More than just an alarm

“People go out and buy their home; they want to put a cover on it. That’s the idea of this umbrella over the home. Last year, 40 per cent of our intended activations were not crime-led. It’s about complementing what the person does in their home,” said Daly.

“If you have elderly parents, you can set up push notifications so you know if they are up and about. We’re also looking at securing the internet in the home. We’re working with a company so users can turn off Facebook at homework time. We’re trying to protect the home beyond bricks and mortar.”

Growing out the business involved some teething issues. Having initially sought to directly outsource its installation business, the company adjusted to be more hands-on with a larger number of small contractors.

The local touch

The difference was around time and availability. Daly found he could reach more people nationally by working with the spread of suppliers, and get a better idea of what different markets wanted.

This too has been reflected in how other aspects have been added to the products offered, like leak detection. The company surveyed 1,000 of its 14,000 customers to see what they wanted in order to get a better picture of what was needed to build nationally.

“If we get a phone call in Letterkenny and another from Tralee, there are some nice security businesses out there who work a day or two a week with us. There’s more of a human touch, they’ve bought into it,” said Daly.

homesecure alarm installer van

Further growth

“We’re growing, we’re building customers, we want to acquire the right ones,” he said.The north is a natural growth market for the business, but Daly said he is patient about it. As it stands he thinks there is market capacity to grow by 9,000 to 10,000 customers per year in the South, but he wants the scale to be manageable for his business