ADT enters DIY security market with launch of ADT Blu

BOCA RATON, Fla.—ADT has introduced ADT Blu, a new self-installed home security system designed to give customers more flexibility while maintaining access to the company’s broader security ecosystem.

The offering reflects a continued shift in the residential security market toward DIY (do-it-yourself) and hybrid models, as more consumers seek systems they can install and manage themselves without long-term contracts or technician visits. ADT Blu is positioned to bridge the gap between do-it-yourself simplicity and the integrated capabilities traditionally associated with professionally installed systems.

ADT Blu allows users to set up their system in minutes and manage it through the ADT+ app, which serves as a centralized platform for system controls and features. Through the app, customers can arm and disarm the system, receive alerts, view live video, use AI-driven video tools and communicate through connected cameras.

The system is also designed with modularity in mind. Customers can start with a basic configuration and expand over time by adding sensors, devices or cameras as their needs evolve. ADT said the platform supports both self-monitoring and the option to upgrade to its 24/7 professional monitoring service, giving users flexibility in how they protect their homes.

“ADT Blu gives customers something the DIY category has never really delivered — the ability to protect their home on their own terms, backed by a company with more than 150 years of trusted experience in home security,” said Todd Dernberger, chief growth officer, ADT.

The launch comes as the DIY segment continues to grow, driven in part by the proliferation of smart home devices and consumer demand for more accessible, lower-cost entry points into home security. Many DIY systems have historically centered on standalone cameras, often prioritizing ease of use over deeper system integration. ADT is aiming to differentiate Blu by emphasizing a more comprehensive, connected approach.

According to the company, ADT Blu combines the convenience of self-setup with a broader, integrated security experience. The system is designed to move beyond basic video surveillance and support proactive deterrence and rapid response capabilities, particularly when paired with professional monitoring.

Pricing for ADT Blu starts at $69 for standalone cameras, with bundled packages ranging from $249 to $389. Customers can also customize their systems based on the size and needs of their homes, adding devices incrementally rather than committing to a full system upfront.

ADT is also streamlining the purchasing process by making Blu available through Amazon, in addition to its own website and phone sales channel. The move aligns with broader industry trends toward e-commerce distribution and aims to meet customers where they already shop for connected home products..

Photo courtesy of ADT