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Alder Security

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Alder Holdings, LLC
IndustrySecurity Systems, Home Automation
Founded2008 (as Alarm Protection Technology)
FounderAdam Schanz
Orem, Utah
ServicesHome Security, Home Automation, Medical Alert Services

Alder Security[edit | edit source]

Alder Holdings, LLC, formerly Alarm Protection Technology (APT), is a privately held security company based in the United States. The company specializes in home security, medical alert services, and home automation. The head office is located in Orem, Utah with over 80 reps and over 100,000 customers throughout the nation.

History[edit | edit source]

In 2008, Adam Schanz founded Alarm Protection Technology in North Salt Lake City, Utah. Under the name of Alarm Protection Technology, Schanz along with a team of 10 sales reps began offering services in Utah, Louisiana, Alabama, Arkansas, Mississippi and Florida. This first team was called the A Team, they had a van and provided services to 12,000 customers. In 2011, Alarm Protection Technology dropped “technology” and switched over to Alarm Protection (AP). At the time of the switch, AP had between 80 and 100 reps and was offering services  in Alaska, California, Utah Texas, Alabama, Tennessee, Missouri, Kentucky, Utah, Louisiana, Alabama, Arkansas, Mississippi, and Florida. With over, 40,000 customers, AP had experienced major exponential growth. Later that year, Alarm Protection officially changed their name to Alder Holdings, LLC. Since the name change, Alder continues to expect exponential growth and has seen proof of that. In 2016, Alder was providing services to 40,000 customers in just 22 states. At the start of the year 2018, Alder provided services in 35 states and helped over 100,000 customers protect their homes.

Alder Security[edit | edit source]

As of June 2018, Alder Holdings, LLC (known as Alder) services customers in 38 states with expectations for more growth. As the company’s client base grows, Alder has begun to also add more products and services to their repertoire to meet the needs of their customers. In 2014 they expanded their facilities to a new, state-of-the-art building and moved from their second home which was down the street from their original inception in Salt Lake City, to Orem, Utah. The new building has received several awards including the Most Outstanding Concrete/Tilt -Up Project from Utah Construction & Design.[1]

Alder’s main focus is their customers and providing the same kind of services they would want their own families to have. Their work centers around these core values - “people are our priority” and “family is everything.” Alder holds strong ties among the community with frequent giveaways and activities for community members to participate in.

Products and services[edit | edit source]

Alder offers a wide range of products for home security, home automation, and medical alert services.

  • Simple
  • Alder Simple Panel
  • Wireless indoor security cameras
  • Wireless outdoor security cameras
  • Wireless video streaming
  • Home security motion sensors
  • Door/window sensors
  • Home automation
  • Medical alert pendants
  • Doorbell cameras
  • Glass break detectors
  • Smart Doorlock
  • Key fobs
  • Firefighter
  • Smart smoke detectors
  • Flood sensors
  • Carbon Monoxide sensors
  • Verify rep
  • Customer for Life program

Alder’s home automation provides the ability for customers to do the following all from the Alder app on their smartphone:

  • Arm and disarm security system
  • Lock and unlock house doors
  • Manager home security cameras
  • Turn appliances on or off
  • Adjust the thermostat
  • Receive security alerts
  • Control home lighting
  • Set custom alerts

The Alder app is also compatible with Apple Watch and Alexa.

Other Services[edit | edit source]

Alder’s Simple package allows you to set up a custom security system to fit their customers’ specific needs. Customers can pick the exact amount of cameras, entry sensors and motion sensors their space needs. The system comes in a box with an easy to use setup wizard that doesn't require a technician. Customers can install and trigger each monitor and motion sensor and then begin having their home or apartment monitored 24/7. The Simple system comes with an easy to use touch screen panel. With their home monitoring system, Alder doesn’t have any hidden fees or require money upfront.

Alder’s home security cameras and monitors keep customers safe from burglary, fire, and flood.

Verify rep is special service Alder offers that allows potential customers to verify an Alder sales representative. Enter the rep ID and verify. The correct employee information will appear unless they are not one of Alder’s verified reps.

Recognition[edit | edit source]

Alder was named one of the Fastest Growing Companies in Utah by two separate companies. In August 2016, Alder was recognized on the list of the 2016 Utah Business Fastest 50 list by Utah Business. In September 2016, MountainWest Capital Network (MWCN) announced their list of fastest growing companies and honored Alder as one of the 100 Fastest Growing Companies in Utah.Then on October 18th of 2016, MWCN named Alder among the Top 10 Fastest Growing Companies.[2][3][4]

In 2018, The American Business Awards awarded Alder with the Silver Stevie® Award for Consumer Product of the Year. Judges of the Stevie Awards stated that “this type of technology will push the boundaries and also provide the consumer with a fair cost.” They also stated that “home security is made simple and affordable by Alder.” The Stevie Awards® pick from over 10,000 entries a year from more than 60 nations to honor the best in the workplace.[5]

In 2016 Alder was also the only residential alarm company that was Gephardt Approved.

Legal Issues[edit | edit source]

In 2015, ADT sued Alarm Protection Technology (APT) for trademark infringement and deceptive practices. Inside Edition ran a factually inaccurate article that “exposed” an APT sales representative engaging in deceptive sales practices.⁵[6]

At the time, APT was servicing over 60,000 customers in 22 states. The United States Eleventh Circuit Court of Appeals found that APT “did not in any way infringe upon ADT’s name or trademark, nor did ATP’s representatives engage in fraudulent and deceptive sales practices.” Adam Christian, CLO, noted “the jury’s decision showed that we do things the right way… we will continue to strive to give our customers the best possible products and service that we can offer.”[7]

After the lawsuit, APT rebranded and renamed to Alder Holdings, LLC. As per Christian, “[The name] Alder comes from alder tree. We like the symbol of the tree. It’s a tree of protection, a tree of opportunity and it reflects family as well.” Along with this, the new name was a good omen for expected growth and an eventual expansion in services. Alder CEO Adam Schanz also stated that “the court’s ruling sends the important message that the small, honest business owner can still succeed despite corporate efforts to bully the little guy.”⁷[8]

A video on Alder’s website also states the name alder was chosen to represent Strength, Stability, and Security.[9]

Giving Back[edit | edit source]

Alder is always on the forefront of giving back to the community that has provided such great support during their growth and development. As such, Alder supports several non-profit organizations through service and cash balances, including the Make A Wish Foundation, Operation Underground Railroad, the Himalayan Cataract Project, and the Huntsman Cancer Institute.[9]

See also[edit | edit source]

References[edit | edit source]

  1. "UC&D 2015 Outstanding Concrete/Tilt-Up Project". Utah Construction & Design. 2016-01-12. Retrieved 2018-06-05.
  2. "Alder - 11th Fastest Growing Company in Utah | Alder Home Security". Alder Home Security. 2016-08-26. Retrieved 2018-06-05.
  3. "Alder wins again for best growth in Utah | Alder Home Security". Alder Home Security. 2016-10-27. Retrieved 2018-06-05.
  4. "Firefly Automatix Inc Fastest Growing Company In Utah According To MountainWest Capitla Network".
  5. "ALDER HONORED IN 2018 AMERICAN BUSINESS AWARDS® FOR CONSUMER PRODUCT OF THE YEAR | Alder Home Security". Alder Home Security. 2018-05-10. Retrieved 2018-06-05.
  6. "Alder Responds to Inside Edition's Sales Scam Report; Believes ADT Contributed to Segment - Security Sales & Integration". Security Sales & Integration. 2016-09-15. Retrieved 2018-06-05.
  7. "ADT loses appeal in case against Alder, formerly APT | Security Systems News". www.securitysystemsnews.com. Retrieved 2018-06-05.
  8. "APT to rename itself after a tree in April | Security Systems News". www.securitysystemsnews.com. Retrieved 2018-06-05.
  9. 9.0 9.1 "About Alder Security". Alder Home Security. Retrieved 2018-06-05.

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