SimpliSafe Growth Playbook
Home security without the contract.
Contract
No
Strategy
Trust
The Spark
Chad Laurans realized that the home security industry was a 'Racket'—where companies forced users into 3-year contracts and $1,000 installations just to get a simple alarm system.
The Growth Engine
The 'DIY-Installation' Cost Advantage & The 'No-Contract' Transparency: SimpliSafe tacticaly won by 'Pricing for the People'. Their growth engine is 'The 15-Minute Setup'—sensors that stick to walls without tools. By removing the 'Salesman in the Home' and the 'Long-Term Contract,' they captured the massive renter and budget-conscious homeowner market. Their growth relies on 'The Monitoring-Recurring' revenue—offering professional monitoring at half the price of ADT, creating a high-margin, low-churn services business built on top of affordable hardware.