Home se­cu­rity for the DIY set —

Inc. (USA) - - LAUNCH -

JOSHUA UNSETH ALARM GRID

Joshua Unseth won­dered why home se­cu­rity sys­tems were so com­plex when the web was mak­ing it pos­si­ble for them to be “de­com­pli­cated,” he says. So in 2012, he teamed up with two bud­dies, Ster­ling Don­nelly and Eric Hochberger, to cre­ate Alarm Grid, a Light­house Point, Florida–based provider of se­cu­rity sys­tems that cus­tomers in­stall them­selves. Unseth says its alarms use the same equip­ment that big com­peti­tors like ADT do, but Alarm Grid cre­ated a li­brary of how-to YouTube videos to help cus­tomers with DIY in­stal­la­tion, and it of­fers con­tract­free plans. “Peo­ple hate their se­cu­rity com­pa­nies,” says Unseth. “They’re known for not treat­ing cus­tomers well. We try to treat our cus­tomers the way the Ritz-Carl­ton treats theirs.”

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