Alula’s Enhanced Website and Tagline Reinforce The Company’s Dealer Focus

Alula, the leader in smart security and automation systems for professional installers and the award-winning inventors of the Connect+ platform, doubled down on its commitment to professional security installers by making them the centerpiece of the company’s new tagline and website.

Previously known for “Simplifying Security,” Alula has reinvented its tagline for 2020 and will now highlight “Professional Smart Security.” While ease of installation is still an important part of Alula’s value to customers, the new tagline further emphasizes that Alula only sells to professional installers and differentiates it from the slew of DIY offerings that have crowded the marketplace.

“Over the past few short years, we have seen a number of marketing companies enter the security space with DIY offerings that go around the professionals who made this business great,” says Alula CEO Brian McLaughlin. “Alula was built on and has always been committed to maintaining a partnership with the professional dealer and installer community. We still believe that the best security is provided by local professionals.”

As the smart home security industry enters a new decade, Alula’s goal is to clearly represent its unique position in the marketplace, and more importantly, the company’s trusted partnership with installers. As the tagline suggests, Alula puts “Professional” first.

Along with the new tagline, Alula launched a new website at (previously at Like the new tagline, the refreshed website is an expression of Alula’s professional-first mindset. The website, designed specifically for professional security installers, includes several tools and programs to enhance profitability. Among the new features:

  • An interactive demo showing the breadth of Alula’s solutions
  • Easy access to all key info for product features, SKUs, and technical sheets
  • Rebate programs for professionals to help them capture new business
  • A newly launched program that rewards referrals
  • Resources that include install guides and a robust library of webinars

“Alula is the first all-in-one hardware and interactive services provider that is 100% focused on professional partners,” says McLaughlin. “This refresh of the Alula brand puts our partners front and center and reminds their customers of the value of hiring a trusted local security consultant.”

Alula is the only vertically integrated security and home automation platform purpose-built for today’s independent security and installation professionals. From sensors to hub to network, Alula offers a complete, end-to-end solution and one accountable partner. Today, thousands of partners across North America have nearly 300,000 active locations secured and connected with Alula. Designed for professionals, the Alula platform provides a complete security, automation and video solution for renters, homeowners and commercial installations. Alula is a business-driven platform designed to reduce truck rolls, increase RMR, simplify inventory and put today’s professional providers in control of their business, their customers and their revenue. The Alula platform is available nationwide through distributors that cater to the alarm and integrator industry. For more information about Alula, visit