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”He called Defenders’ revenue growth in the face of that increased competition “very aggressive and ahead of the curve. ”One element that has helped home security companies continue to thrive in the face of the DIY movement, Ward said, is monthly monitoring charges. “Recurring monthly revenue is where a good number of security companies get the majority of their revenue,” he said. But Defenders doesn’t have that luxury. In its arrangement with ADT, the latter gets all the monitoring revenue. A different modelDefenders is focused on its own goals, Boyce said, not fretting about the competition or changing landscape. The installation market is robust, Bateman said, adding that “companies with really good reputations and great stories to tell like Defenders can really benefit from all the mass advertising done by some of the new entrants—DIY and traditional. … It raises the awareness of the entire security and home automation industry. ”Boyce said he has four fundamental reasons for believing Defenders will continue to grow no matter the competitive landscape. Number one is that the company is hyper focused on its employees. “Businesses don’t grow; people do,” he said.

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