SimpliSafe eyes broader reach, crime prevention push through Walmart partnership

BOSTON – SimpliSafe is leveraging its new retail partnership with Walmart to expand access to home security while advancing a strategy centered on crime prevention, according to President Ty Shay. 

The company recently announced that its home security products are now available in more than 800 Walmart stores and on Walmart.com, including a Walmart-exclusive seven-piece security system priced at $199.99.  

"We're really excited about the Walmart partnership," Shay said. "It aligns with our focus on making security accessible. Walmart is the world's largest retailer and is a key partner. This will help us achieve our mission, which is to keep every home secure with advanced and affordable protection." 

Expanding an omnichannel strategy 

While SimpliSafe built its brand through direct-to-consumer sales, Shay said retail has become an increasingly important part of the company's growth strategy. 

"We consider ourselves omnichannel," he said. "We have a direct-to-consumer channel where people can come to our website and purchase, but our second-largest channel is retail." 

The Walmart-exclusive starter package includes three entry sensors, a motion sensor, glass-break sensor, keypad and base station. Shay said the system was designed to provide core home security at an affordable price, with options to expand over time. 

Challenging perceptions about home security 

A key objective of the partnership is reaching consumers who may have historically viewed home security as too expensive or complicated. 

"In the past, home security was seen as really expensive, difficult to install and rigid with long-term contracts," Shay said. "SimpliSafe is none of those. We're affordable, easy to install and no contracts are required." 

Prevention becoming the focus 

Beyond retail expansion, Shay emphasized that SimpliSafe's biggest strategic priority remains advancing its Active Guard Outdoor Protection service and related AI-powered technologies. 

"The future of security is prevention, stopping it before it happens," he said. 

Active Guard combines artificial intelligence (AI)-enabled cameras with live monitoring agents who can intervene when suspicious activity is detected. Shay said customer response has exceeded expectations, citing examples in which the service helped prevent break-ins, arson attempts and other incidents before crimes occurred. 

DIY and professional installation can coexist 

Asked about concerns that expanded do-it-yourself (DIY) security offerings could create pressure for traditional dealers and integrators, Shay said the market continues to support multiple approaches. 

"Different customers want different things," he said. "Increasingly, people are more comfortable with DIY, especially if it's easy enough. But there will always be customers who want somebody to install it for them." 

To support those customers, SimpliSafe offers professional installation through partner OnTech. 

Measuring success 

Products became available online in May and in stores during June, Shay said. Over the next 12 to 24 months, the company will evaluate the partnership through metrics including sales performance, activation rates and customer satisfaction. 

"Most important is customer NPS and experience," Shay said. "We're making sure customers are happy with their systems." 

Looking ahead, Shay said SimpliSafe will continue investing in technologies aimed at preventing crime before it occurs. He described the Walmart partnership as an important step in expanding the company's reach. 

"We're really excited to partner with Walmart because we'll be able to protect a lot more homes as a result of the partnership," Shay said. 

Related: SimpliSafe expands retail channel with Walmart deal