Five Questions with George De Marco, managing partner, DECO Ventures LLC

SAN DIEGO—George De Marco has spent more than 40 years helping shape the security industry, first as founder of Greater Alarm and today as managing partner of DECO Ventures LLC and chairman of ESX. Having built a successful alarm company from the ground up and now advising and investing in the next generation of businesses, De Marco has a front-row seat to the technological and market forces redefining security. Here, he discusses entrepreneurship, a memorable game against Magic Johnson and the trends driving the industry's future.

1) Are you married? Any kids?

For 33 years, Julie has been my wife and the heart of our family - the quiet strength and grace behind our life together. We have four children - Lauren, Nick, Luca, and Bella - who fill our lives with love and laughter. They are, without question, the greatest part of it all. Seeing the world through their eyes has been amazing, and we couldn’t be prouder of who each of them has become. And then there’s Luna, our German Shepherd-Husky mix, who is every bit a member of the family.

2) What are some of your hobbies?

I love to travel with my family - discovering new places, spending time outdoors, and occasionally slowing down. Hiking, camping, and snow skiing are usually part of the adventure. Photography has also always been a passion. Before entering the security industry, I made my living behind the camera, focusing primarily on wildlife photography.

4) How did you first get started in the industry?

I grew up around entrepreneurs and always knew I would build something of my own. In the early 1980s, I recognized an opportunity in an industry with barely 2% market penetration, and Greater Alarm was born.

I was fortunate along the way to have great colleagues, customers who guided us, and employees who made it all possible. But it was my first customer who confirmed why the work mattered: a system we installed detected a kitchen fire before it could take her home or her life. From that day forward, I never questioned why I was in this business.

5) What trends are you seeing right now in the industry?

Several major forces are reshaping the industry at the same time.

Technology continues to challenge traditional approaches, as new entrants bring fresh perspectives and customers expect more intelligent, integrated and proactive solutions. Learning how to harness these advancements effectively has become essential.

AI is accelerating that change by helping security professionals work more effectively and deliver better outcomes. But AI is a tool - and bad actors can use it against us just as readily as we can use it to protect. We are still in the early innings of learning how to use AI to augment, not replace, the people whose judgment and experience remain essential to this business.

At the same time, consolidation and a generational transition continue to reshape the competitive landscape. Founders are navigating succession and exits, new leaders are emerging and new capital is bringing different ideas about what these businesses can become.

Taken together, this is the greatest wave of change I’ve witnessed in more than 40 years. I find it exciting, not unsettling.