This week marked the four-year anniversary of the firing of Joel Matlin from AlarmForce, the home alarm company he founded in 1988. Over the 25 years Joel was at AlarmForce, he grew it to be one of the largest home alarm companies in North America. The brand was known throughout Canada, with Matlin being the public face of the company with over $100 million dollars spent on marketing, all of which Joel would be featured in.
Over the past 4 years, much has happened with both Joel and his former company. In 2015, Joel reentered the home alarm space by starting Think Protection with his son Adam (who was also fired along with Joel). Think Protection differs from AlarmForce, as there’s no annual contract, a lower monthly monitoring rate and an award-winning system that can be installed anywhere in North America. With this new technology and strong value proposition, Think Protection has become North America’s fastest growing alarm company.
AlarmForce, however, hasn’t been as successful since the firing of Joel. The CEO that replaced Joel (former CFO Anthony Pizzonia) subsequently stepped down after less than a year on the job. He was replaced by Graham Badun, an individual with no experience in the alarm industry. Furthermore, the Board of Directors responsible for the firing have all since been replaced as well. This has coincided with significant head office turnover plus numerous layoffs. With significant attrition, AlarmForce has suffered net subscriber loss (which at no point occurred during any point of Joel’s tenure at the company). The AlarmForce stock has gone sideways and the company has sold off their US assets.
When asked about the past 4 years, Joel Matlin commented “The firing was a blessing in disguise. I loved AlarmForce, but the Board of Directors at the time fired me. They thought they had a better plan and time has shown they didn’t. The silver lining is that I was able to start Think Protection with my son Adam”.
Joel continued “Over the past 2 years since we launched hundreds of AlarmForce customers have switched to Think since our value proposition includes better technology at a far lower price. With our $12.99/month monthly monitoring rate and with no contract, our value is impossible to beat. And it’s amazing how many former AlarmForce customers have said they switched to Think Protection because they didn’t like how I was fired. It’s a great comeback. We’re able to give these new Think Protection customers a better value and customer service.”
A new article was posted in Security Systems News, focusing on AlarmForce bringing in their new CEO, Graham Badun. According to the article, Badun was hired as a result of an executive search and takes over from departing CEO, Anthony Pizzonia. Badun says how the focus of the company is now on growth.
You can read the article here – http://bit.ly/1EejIJT
It says how Anthony Pizzonia, former CEO has decided to step down from his position to spend more time with his family. All of us here at Think Protection wish Anthony Pizzonia all the best in his future endeavors.
The article also focuses on AlarmForce Founder and former CEO, Joel Matlin, who is CEO and President of our company, Think Protection. It then briefly mentions Think Protection and how we’re launching in June.
It will be very interesting to see how AlarmForce, along with all other home alarm companies, are able to compete with Think Protection’s high value, low-cost value proposition. Think Protection is committed to offering all of our customers the absolute best security at a superior price.
Keep posted to the Think Protection blog for more updates on how Think Protection will be revolutionizing home security!
Anthony Pizzonia, former President and CEO of AlarmForce, has stepped down from his position. New AlarmForce President and CEO Graham Badun, steps in as of today, Monday, May 4th, 2015.
Anthony Pizzonia was at AlarmForce for 23 years.
In the 2013 AlarmForce annual meeting, Anthony stated that the company focus was on growth and cash generation, however, AlarmForce growth in 2014 slowed to 2%. In the press statement issued today, it is stated that Anthony Pizzonia wishes to spend more time with his family. We wish Anthony Pizzonia all the best in his future endeavors.
Graham Badun is the founder of Westport Partners, a Toronto based advisory firm focused on the real estate services sector in North America.
We look forward to seeing how Graham transforms AlarmForce.
You can read the press release about Anthony Pizzonia stepping down from his position here: http://bit.ly/1PhTueR
A new article done by Edmonton CBC News focuses on an Edmonton couple that claims AlarmForce didn’t live up to the service it supposedly offered through their marketing efforts. The couple claims the response to their alarm was subpar and because of unfulfilled promises by AlarmForce, as they claim the Police weren’t notified of the break-in for over an hour.
AlarmForce CEO Anthony Pizzonia did not comment on the report.
While AlarmForce has a 3-year non-cancellable contract, they are letting the couple in the report cancel.
You can read the CBC News article here: http://bit.ly/1GCjbES
At Think Protection you get the best security in the industry. Our 5 diamond central station provides top-level alarm response. We proudly stand by our marketing and promise to provide quality service in all aspects of the business.