UK Home Security Marketing Leaderboard 2026: SimpliSafe, ADT and Verisure Scored

Last Updated on October 12, 2026

SimpliSafe scores highest of the five UK home security and alarm brands compared, at 6.9 out of 10 on the Whito leaderboard.

Opinion and analysis. Whito read every brand below by hand on 12 October 2026, using publicly visible activity only. Each channel is scored 0 to 10 against fixed anchors, set out under How we scored, so a score describes what we could see on the day, not the quality of the service. Brands cannot pay to appear or to change a score. Where a figure is not published, we say so.

Alarm firms often sell on heritage and accreditation, and three of the five brands here lead with history: ADT at 150+ years, Banham since 1926, Yale at 185 years. The brand that scores highest leads with a price instead.

SimpliSafe scores 6.9. It publishes monitoring from 66p a day, sells online, and replied to 15 of its latest 20 Trustpilot reviews. The monitored installers, ADT, Verisure and Banham, all route customers to a quote or survey and run heavy paid campaigns. Their scores sit close together, between 6.0 and 6.6.

Yale scores lowest at 4.4. It runs 47 Google ads and 29 Meta ads, but links to no social accounts from its own site.

The leaderboard

Average is the simple mean of the seven channel scores, rounded to one decimal place. Read 12 October 2026.

Company verdicts

SimpliSafe, 6.9

SimpliSafe scores 6.9, the highest of the five. The website scores 9 because it publishes prices: systems ‘from under £200’ and monitoring from 66p a day, with the first month free and an online shop. Reviews score 10, from a Trustpilot rating of 4.9 across 20,027 reviews, with 15 of the latest 20 answered. Email scores 8 for several capture points and a refer-a-friend link. Paid scores 8, with 14 Google ads and 5 Meta ads. It also offers an Excess Payback Guarantee of up to £350 towards an insurance excess. Social scores 7 for Instagram, Facebook, YouTube and TikTok. Its site did not appear in our 10 searches. Its homepage still cites a Which? Best Buy from January 2024 and app ratings from June 2024. The clearest gap is search.

ADT, 6.6

ADT scores 6.6. It claims more than 170,000 residential customers and NSI Gold accreditation. Its homepage leads with ‘Over 150 years of protecting homes’. Paid scores 10: about 400 Google ads in the last 30 days and 10 Meta ads. Reviews score 8, from a Trustpilot rating of 4.6 across 36,986 reviews, with 6 of the latest 20 answered. Search scores 4: its site appeared in 2 of our 10 searches, the only alarm brand to appear. Brand scores 6, the only brand here to pass the long-running asset check, through its ‘ADT Always There’ trade mark. The website and email each score 6, with a free survey, phone lines and a ‘monthly crime updates’ newsletter. It is also Arsenal’s Community Security Partner. The clearest gap is price: none is published.

Verisure, 6.1

Verisure scores 6.1. It claims about 6.4 million customers across 18 countries. Reviews score 9, from a Trustpilot rating of 4.7 across 52,627 reviews, the largest profile on this board, though only 1 of the latest 20 had a reply. Paid scores 10: about 200 Google ads and 13 Meta ads. Email scores 6 for a news and offers sign-up and the My Verisure app. The website scores 6: every route goes into a ‘Start Your Quote’ funnel, with no prices and no phone number on the homepage. Its homepage comparison table sets its 2023 response time against ADT data from January 2017. Its site did not appear in our searches. The clearest gaps are price and replies to reviews.

Banham, 6.0

Banham scores 6.0. Founded in 1926, it marks its centenary in 2026, and its signature locks won ‘Great British Brand’s Best Product 2026’. Reviews score 8, from a Trustpilot rating of 4.6 across 6,403 reviews. It replied to 19 of the latest 20, the highest reply rate on this board. Paid scores 10, with 61 Google ads and 25 Meta ads. The website scores 6 for a ‘Book a Free Survey’ form with a preferred date, alongside product pages for locks, alarms and keyholding. Email scores 6 for a newsletter and the Smart Security App. Social scores 6. It also runs a Journal of customer stories. Its site did not appear in our searches. The clearest gap is people: no staff are named on the homepage.

Yale, 4.4

Yale scores 4.4, the lowest of the five. It is part of ASSA ABLOY and claims over 185 years of UK home protection. It sells smart alarm kits online with free delivery. Paid scores 8, with 47 Google ads and 29 Meta ads, the most Meta ads on this board. The website scores 7 for its online shop and checkout. Email scores 6 for a newsletter, an exclusive-offers sign-up, £10 off a next order and the Yale Home app. Reviews score 6, from a Trustpilot rating of 4.3 across 8,912 reviews, with 8 of the latest 20 answered. Social scores 0 because its site links to no social accounts. The homepage lists alarm subscription plans without saying what they include. That is its clearest gap.

What the channels show

Only the DIY-led brand publishes a price

SimpliSafe shows monitoring from 66p a day and systems from under £200, and scores 9 for website. ADT, Verisure and Banham all send customers to a quote funnel or a survey booking. Yale sells online but did not show alarm prices on the homepage we read. The installers’ scores cluster between 6.0 and 6.6, partly because none of them shows a price.

Review volume is high, replies vary

Every brand has thousands of Trustpilot reviews rated 4.3 or above. The difference is replying. Banham answered 19 of its latest 20 and SimpliSafe 15. ADT answered 6, Yale 8, and Verisure 1, despite having the largest profile at 52,627 reviews. Replies show buyers how a firm handles faults and call-outs, which matters for a service that runs for years. A high rating with no replies looks less attentive than a slightly lower one with answers.

Paid spend is heavy and close

ADT ran about 400 Google ads in the last 30 days and Verisure about 200, and Banham, ADT and Verisure each scored 10 for paid. Yale had the most active Meta ads (29) and Banham 25. With paid scores between 8 and 10 for all five, ads do not separate the leaders here. What separates them is price, reviews and replies.

Apps carry retention

All five brands use an app as their customer channel: My Verisure, MyADT, the SimpliSafe app, Banham’s Smart Security App and Yale Home. Email scores sit between 6 and 8, mostly earned through apps and offer sign-ups rather than content. ADT’s ‘monthly crime updates’ newsletter is the one example of a regular content email. A local installer does not need an app to match this, just a simple service email.

Key lessons for any security or alarm installation business

Publish a monitoring price

SimpliSafe shows monitoring from 66p a day and scores the highest website mark on the board. A local installer can publish a monthly monitoring fee and a typical install range. That answers the first question before a survey. Include what is covered, such as response times and contract length.

Reply to every review

Banham replied to 19 of its latest 20 Trustpilot reviews and Verisure to 1. A local firm with a few hundred reviews cannot match the volume, but it can match Banham’s habit, and customers notice. Thank people for good reviews and offer to fix problems in poor ones.

Let customers book a survey date

Banham’s ‘Book a Free Survey’ form asks for a preferred date, so the enquiry arrives as a booking. Adding a date field to your contact form is a small change that saves a round of phone calls. Confirm the slot by email or text the same day.

State your accreditation clearly

ADT leads with NSI Gold, and Verisure names its SSAIB-approved monitoring centre. Banham and Yale state none on their homepages. Put your NSI or SSAIB status and number where a customer and their insurer will see it. Add a line on what the accreditation means for the customer.

Keep claims and comparisons current

Verisure’s comparison table uses ADT data from 2017, and SimpliSafe’s homepage cites badges from 2024. If you compare yourself with others or quote an award, date it and check it each year. Out-of-date claims are easy for a rival or a customer to challenge, and fresh ones cost little to keep.

Steal this playbook

Five moves from this leaderboard, ranked by return on effort.

1. Reply to every review. Reply rates on this board ranged from 1 to 19 of the latest 20, which shows it is a choice, not a cost.
2. Publish a monthly monitoring price. The only brand that does so scores 9 for website and highest overall.
3. Show your NSI or SSAIB number. Two of the five brands, Banham and Yale, state no alarm accreditation on their homepage.
4. Add a preferred-date field to your enquiry form. Banham turns enquiries into survey bookings this way.
5. Link your social accounts from your site. Yale scores 0 for social because its site links to none, despite heavy Meta advertising.

The evidence behind the scores

One line per channel, as read on 12 October 2026. Review figures change daily; these are the numbers on the day we looked.

SimpliSafe

• Social 7: Instagram, Facebook, YouTube and TikTok linked from simplisafe.co.uk; no LinkedIn link found.
• Website 9: Prices published (systems ‘from under £200’, monitoring from 66p/day, first month free), online shop with cart, build-your-own and quiz.
• Email 8: Several capture points (shop, quiz, app, security dashboard), a ‘Refer a friend’ link and email offers to customers.
• SEO 2: 0 of 10 UK web searches returned simplisafe.co.uk in the top ten.
• Paid 8: Google Ads Transparency Centre, UK, last 30 days, by domain simplisafe.co.uk: 14 ads. Meta Ad Library, UK: 5 active ads naming the brand.
• Reviews 10: Trustpilot 4.9 from 20,027 reviews; 15 of the latest 20 have a company reply.
• Brand 4: Same name across site and socials and a clear positioning line (’24/7 Security You Can Trust’); no long-running asset, named people or three recent news mentions found.

ADT

• Social 6: LinkedIn, Facebook and X linked from adt.co.uk; no Instagram, TikTok or YouTube links found.
• Website 6: Free quote form, free home security survey, four sales phone lines with hours and a 24/7 customer line; no prices or company number on the page.
• Email 6: Newsletter promising ‘monthly crime updates’, MyADT and ADT Smart Services apps and an online payments portal.
• SEO 4: 2 of 10 UK web searches returned adt.co.uk in the top ten.
• Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain adt.co.uk: about 400 ads. Meta Ad Library, UK: 10 active ads naming the brand.
• Reviews 8: Trustpilot 4.6 from 36,986 reviews; 6 of the latest 20 have a company reply.
• Brand 6: Same name and logo everywhere, a clear positioning line (‘Over 150 years of protecting homes’) and a long-running registered slogan (‘ADT Always There’); no named people or three recent news mentions found.

Verisure

• Social 6: Facebook, X, YouTube (with a tutorials playlist), LinkedIn and a blog linked from verisure.co.uk.
• Website 6: A ‘Start Your Quote’ funnel with Home or Business routes, company number and PSA licence in the footer; no prices or phone number shown.
• Email 6: ‘Sign Up For News, Offers and More’ form with double opt-in, My Verisure app and Customer Area.
• SEO 2: 0 of 10 UK web searches returned verisure.co.uk in the top ten.
• Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain verisure.co.uk: about 200 ads. Meta Ad Library, UK: 13 active ads naming the brand.
• Reviews 9: Trustpilot 4.7 from 52,627 reviews; 1 of the latest 20 has a company reply.
• Brand 4: Same name across site and socials and a clear positioning line (‘Feel Safer with Verisure Security’); no long-running asset, named people or three recent news mentions found.

Banham

• Social 6: Facebook, Instagram, X and Pinterest linked from banham.co.uk, all under the Banham name.
• Website 6: ‘Book a Free Survey’ form with preferred date, phone 020 7819 3730, product pages for locks, alarms, keyholding and safes, and company number shown.
• Email 6: Newsletter form and pop-up (‘Exclusive Updates, News, and Advice’), Smart Security App, customer sign-in and online payment.
• SEO 2: 0 of 10 UK web searches returned banham.co.uk in the top ten.
• Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain banham.co.uk: 61 ads. Meta Ad Library, UK: 25 active ads naming the brand.
• Reviews 8: Trustpilot 4.6 from 6,403 reviews; 19 of the latest 20 have a company reply.
• Brand 4: Same name across site and socials and a clear positioning line (‘Experts in Security Services Since 1926’); no long-running asset, named staff or three recent news mentions found.

Yale

• Social 0: No social links found on the yalehome.co.uk homepage (yale.co.uk redirects here).
• Website 7: Online shop with checkout, free delivery, next-day delivery and Klarna, alarm kits and accessories; no registration numbers shown.
• Email 6: Newsletter for product updates and promotions, ‘Sign up for exclusive offers’, £10 off a next order and the Yale Home app.
• SEO 2: 0 of 10 UK web searches returned yalehome.co.uk in the top ten.
• Paid 8: Google Ads Transparency Centre, UK, last 30 days, by domain yalehome.co.uk: 47 ads. Meta Ad Library, UK: 29 active ads naming the brand.
• Reviews 6: Trustpilot 4.3 from 8,912 reviews; 8 of the latest 20 have a company reply.
• Brand 2: A clear positioning line (‘Protect Your Home The Smarter Way With Yale’); no social to compare, no long-running asset, named people or three recent news mentions found.

How we scored

Who is on the board. A coherent five of consumer-facing home alarm brands (not SME guarding), the brands a UK householder meets when shopping for a burglar alarm: a professionally monitored subscription leader (Verisure), the long-established installer and monitor (ADT), a DIY-install brand with optional professional monitoring (SimpliSafe), a premium London-based security specialist with alarms, locks and keyholding (Banham) and a mass-market DIY smart alarm brand sold online and in retail (Yale). Chosen for relevance and size, not marketing strength. All checked at Companies House where possible. The SIA Approved Contractor Scheme covers guarding and keyholding rather than alarm installation, so it was not the main register here; NSI and SSAIB claims are recorded as stated on each site and were not checked against those bodies. Brands were chosen for relevance and size, not for marketing strength.

• Social: which platforms the brand links to from its own site, and whether we could see recent posting and video.
• Website: 2 for a brochure page, 4 with a contact route on mobile, 6 with a page per service and a one-step enquiry, 8 with prices or ranges and registration numbers shown, 10 with online booking or an instant priced quote.
• Email: visible capture only, as we did not subscribe test inboxes for this edition. 2 for a bare newsletter form, up to 10 for a loyalty or app ecosystem with personal offers.
• SEO: ten UK searches for this trade, run through a standard web search API on 12 October 2026 (not personalised, no location set beyond the town in the query); we counted how many returned the brand’s own site in the top ten results. 0 of 10 scores 2, 1 to 2 scores 4, 3 to 4 scores 6, 5 to 6 scores 8, 7 or more scores 10, plus 1 for a substantial advice library. The searches: monitored burglar alarm UK; best home alarm system UK; burglar alarm installation cost; smart home alarm with monitoring; alarm keyholding service; burglar alarm installers London; burglar alarm Manchester; alarm installation Birmingham; home security systems Leeds; burglar alarm Glasgow.
• Paid: the Google Ads Transparency Centre (UK, last 30 days, by domain) and the Meta Ad Library (UK, active ads whose text names the brand, counted by the advertiser page). 2 for nothing found in either, 4 for active in one with fewer than 10 ads, 6 for active in both or 10+ in one, 8 for active in both with 10+ in at least one, 10 for 50+ Google ads and 10+ Meta ads. Paid describes visible activity, not quality. A low paid score is not a fault.
• Reviews: a fixed formula. Rating (4.7+ scores 4, 4.5 to 4.69 scores 3, 4.0 to 4.49 scores 2, 3.5 to 3.99 scores 1) plus volume (10,000+ scores 4, 1,000+ scores 3, 100+ scores 2, 20+ scores 1) plus replies to the latest 20 reviews (half or more scores 2, some scores 1).
• Brand: five checks worth 2 each: the same name and logo everywhere, one clear positioning line, a distinctive asset used for years, three or more independent press mentions in 90 days, and named people or expertise on the site.

These anchors are fixed for this edition, so the five scores can be read against each other. Boards published before October 2026 used scores relative to the other brands on the board, so compare across boards with care.

Common questions

Which home security brand scores highest on the Whito leaderboard?

SimpliSafe scores highest of the five UK home security and alarm brands compared, at 6.9 out of 10. It publishes prices (monitoring from 66p a day), sells online, and holds a 4.9 Trustpilot rating from 20,027 reviews with 15 of the latest 20 answered. The score measures public marketing evidence, not how well any alarm protects a home.

Which brand scores lowest, and why?

Yale scores 4.4. It has an online shop, an app and heavy advertising, with 47 Google ads and 29 Meta ads. But its site links to no social accounts, so it scores 0 for social. It also did not appear in our searches and names no people. Its homepage lists subscription plans without explaining them.

How do home alarm brands perform on reviews?

All five have large Trustpilot profiles rated between 4.3 and 4.9, from 6,403 reviews (Banham) to 52,627 (Verisure). Replying varies widely. Banham answered 19 of its latest 20 reviews and SimpliSafe 15, while Verisure answered 1. That difference is easy for a local installer to copy.

What can a local alarm installer copy from these brands?

Publish a monthly monitoring price, as SimpliSafe does. Reply to every review, as Banham nearly does. Add a preferred-date field to your survey form. Show your NSI or SSAIB accreditation and number, as ADT does with NSI Gold. Date any comparison or award you quote, and refresh it every year.

Do home alarm companies publish their prices?

On this board only SimpliSafe does, showing systems from under £200 and monitoring from 66p a day. ADT, Verisure and Banham send customers to a quote or survey, and Yale’s homepage did not show alarm prices when we read it. The brand that publishes prices scores highest overall.

Corrections and right of reply

If your business is scored here and you think we have a fact wrong, email hello@whito.co.uk. We check it against the source, correct it within five working days if we are wrong, and publish your statement alongside if you want us to. Scores are never changed for payment or because a business has claimed a Whito listing. Full route: corrections, right of reply and removals.

Related: all UK marketing leaderboards · Security Companies on Whito

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Whito is an independent UK research publisher. We publish research on how UK businesses are found, trusted and priced: what they cost to market, how their sectors work, and who actually gets recommended. Studies are free to read, every figure carries the date it was checked, and nobody pays to appear.

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