Last Updated on November 4, 2026
SimpliSafe scores highest of the ten 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, using publicly visible activity only: the first five on 12 October 2026 and the five added to make this a top ten on 22 October 2026, against the same fixed anchors and the same ten searches. Each channel is scored 0 to 10, 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: ADT at 150+ years, Banham since 1926, SECOM with over 100 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, follow between 6.0 and 6.6. The five brands added on 22 October, eufy, SECOM, Ring, Swann and Blink, all score between 4.0 and 5.9, held back by weak Trustpilot ratings or, for SECOM and Swann, no Meta ads.
Blink scores lowest at 4.0. Its UK pages send shoppers to Amazon, no Google ads were found, and its unclaimed Trustpilot profile shows 1.3 from 637 reviews.
What can your business learn?
Who’s leading? SimpliSafe, with 6.9 out of 10 across seven channels.
Why are they leading? Its highest-scoring channels are Reviews (10/10) and Website (9/10).
Where’s the opportunity? SEO is the weakest channel on this board. The ten brands average 2.5 out of 10 on it, and 9 of them score 3 or less.
What can you copy? Three of the lessons further down this page:
- Publish a starting price
- Reply to every review
- Show your accreditation
Read all five lessons · Scores measure visible marketing, not sales, profit or market share.
The leaderboard
| Rank | Brand | Social | Website | SEO | Paid | Reviews | Brand | Average | |
|---|---|---|---|---|---|---|---|---|---|
| 1 | SimpliSafe | 7 | 9 | 8 | 2 | 8 | 10 | 4 | 6.9 |
| 2 | ADT | 6 | 6 | 6 | 4 | 10 | 8 | 6 | 6.6 |
| 3 | Verisure | 6 | 6 | 6 | 2 | 10 | 9 | 4 | 6.1 |
| 4 | Banham | 6 | 6 | 6 | 2 | 10 | 8 | 4 | 6.0 |
| 5 | eufy | 6 | 10 | 4 | 3 | 10 | 4 | 4 | 5.9 |
| 6 | Ring | 6 | 10 | 2 | 3 | 10 | 3 | 4 | 5.4 |
| 7 | SECOM | 4 | 6 | 4 | 3 | 6 | 9 | 4 | 5.1 |
| 8 | Swann | 6 | 10 | 0 | 2 | 6 | 7 | 2 | 4.7 |
| 9 | Yale | 0 | 7 | 6 | 2 | 8 | 6 | 2 | 4.4 |
| 10 | Blink | 6 | 6 | 4 | 2 | 6 | 2 | 2 | 4.0 |
Average is the simple mean of the seven channel scores, rounded to one decimal place. Brands on the same average share a rank and are listed A to Z. SimpliSafe, ADT, Verisure, Banham and Yale read 12 October 2026; eufy, SECOM, Ring, Swann and Blink read 22 October 2026. Meta Ad Library counts for brands added on 22 October were read on 23 October 2026, after the library was unavailable on 22 October.
Company verdicts
SimpliSafe, 6.9
SimpliSafe scores 6.9, the highest of the ten. Reviews score 10, the only top reviews score here, from 4.9 on 20,027 Trustpilot reviews with replies to 15 of the latest 20. Its website scores 9 for published prices, monitoring from 66p a day, and an online shop. Email scores 8, the best here, for several capture points and a refer-a-friend link. simplisafe.co.uk appeared in none of 10 UK searches.
ADT, 6.6
ADT scores 6.6. Brand scores 6, the best here, for one name, the line ‘Over 150 years of protecting homes’ and its long-running ‘ADT Always There’ slogan. Paid scores 10 with about 400 Google ads and 10 Meta ads, read on 12 October. SEO scores 4: adt.co.uk appeared in 2 of 10 UK searches, the only brand here to appear in any. Reviews score 8 from 4.6 on 36,986 Trustpilot reviews. Its website routes buyers to a quote or survey, with no prices.
Verisure, 6.1
Verisure scores 6.1. Reviews score 9 from 4.7 on 52,627 Trustpilot reviews, the most on the board, with a reply to 1 of the latest 20. Paid scores 10 with about 200 Google ads and 13 Meta ads. Its website is a quote funnel with its company number and PSA licence shown but no prices or phone number. verisure.co.uk appeared in none of 10 UK searches.
Banham, 6.0
Banham scores 6.0. Reviews score 8 from 4.6 on 6,403 Trustpilot reviews, with replies to 19 of the latest 20. Paid scores 10 with 61 Google ads and 25 Meta ads. Its website offers a free survey booking and a phone number. banham.co.uk appeared in none of 10 UK searches.
eufy, 5.9
eufy scores 5.9, the highest of the five added on 22 October. Its website scores 10 for an online shop. Social scores 6 for six platforms. Email scores 4 for an email sign-up worth 10% off and a refer-a-friend scheme. Reviews score 4: 14,004 Trustpilot reviews at 3.1, with no replies on the latest 20. Paid scores 10 with about 200 Google ads and 53 Meta ads.
Ring, 5.4
Ring scores 5.4. Its website scores 10 for an online shop with prices from £149.99. Social scores 6 and paid 10, with about 400 Google ads and about 51 Meta ads. Reviews score 3: the ring.com Trustpilot profile shows 1.2 from 3,793 reviews, with no replies on the latest 20. Email scores 2 for a subscribe link only.
SECOM, 5.1
SECOM scores 5.1. Reviews score 9 from 4.7 on 3,535 Trustpilot reviews, with replies to all of the latest 20. Paid scores 6 with 30 Google ads and no Meta ads found. Its website scores 6 for a phone number, monitoring and NSI references, with no prices. Its homepage now leads with business security, so it is the least householder-focused brand here.
Swann, 4.7
Swann scores 4.7. Its website scores 10 for an online shop with prices from £39.99. Reviews score 7 from 3.7 on 11,045 Trustpilot reviews, with replies to 11 of the latest 20. Paid scores 6 with 82 Google ads and no Meta ads found. Email scores 0, with no sign-up seen, and brand 2 for a consistent name only.
Yale, 4.4
Yale scores 4.4. It runs an online shop with checkout and an email offer of £10 off a next order, and ran 47 Google ads and 29 Meta ads on 12 October. Its homepage links to no social accounts, so social scores 0, and yalehome.co.uk appeared in none of 10 UK searches. Reviews score 6 from 4.3 on 8,912 Trustpilot reviews.
Blink, 4.0
Blink scores 4.0, the lowest of the ten. Social scores 6 for five platforms. Its UK pages send shoppers to Amazon, so its website scores 6. No Google ads were found, but the Blink UK page ran at least 23 Meta ads, so paid scores 6. Its unclaimed Trustpilot profile shows 1.3 from 637 reviews, so reviews score 2.
What the channels show
Price beats heritage
SimpliSafe publishes monitoring from 66p a day and leads the board. ADT, Verisure, Banham and SECOM lead with history or a quote funnel and show no prices. The camera brands, Ring, Swann and eufy, all sell online with prices and score 10 for website.
Reviews split installers and gadget brands
The installers and monitored services hold strong ratings: SimpliSafe 4.9, Verisure 4.7, SECOM 4.7. The camera brands sit far lower: Ring 1.2, Blink 1.3, eufy 3.1, Swann 3.7. SECOM replies to all of its latest 20.
Search goes to directories and reviewers
When the ten searches were run again on 22 October, only ADT appeared, twice, with a blog post and its smart home page. Directories, Which? Trusted Traders and review sites took the rest.
Paid is near universal
Nine of the ten ran Google ads in the 30 days checked. Only Blink had none, though it ran at least 23 Meta ads, and SimpliSafe ran the fewest of those with ads, 14.
Key lessons for any security installer
Publish a starting price
SimpliSafe’s 66p a day is the clearest number on the board. An installer can publish a from price for a standard monitored system.
Reply to every review
SECOM and Banham reply to almost every recent review. Verisure, with 52,627 reviews, replies to 1 of its latest 20.
Show your accreditation
Verisure shows its PSA licence and SECOM references NSI. Put your NSI or SSAIB status where a buyer can check it.
Write the page people search for
ADT appeared for ‘monitored burglar alarm UK’ with a plain blog post on whether monitoring is worth it. One honest page on cost and monitoring is open ground for a local installer.
Keep your social links
Yale links no social accounts from its homepage. A working link to one active page is better than none.
Steal this playbook
Five moves from this leaderboard, ranked by return on effort.
- Publish a from price. SimpliSafe leads with 66p a day.
- Reply to your latest 20 reviews. SECOM answers all 20; Ring, eufy and Blink answer none.
- Write one page on monitoring costs. ADT was the only brand to appear in any of the 10 searches, with exactly that.
- Show your NSI or SSAIB status. It is the check a householder can make.
- Collect an email at the survey. Swann captures none; SimpliSafe scores 8 with several capture points.
The evidence behind the scores
One line per channel, as read on the date shown for each brand. Review figures change daily; these are the numbers on the day we looked.
SimpliSafe
Read 12 October 2026.
- 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
Read 12 October 2026.
- 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
Read 12 October 2026.
- 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
Read 12 October 2026.
- 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.
eufy
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to YouTube, Instagram, Facebook, X, TikTok and LinkedIn from its UK site, six platforms in all; recent posting and video not checked.
- Website 10: Online shop with checkout (‘Buy now’) on the UK site.
- Email 4: An email sign-up for 10% off and a refer-a-friend scheme (up to £80 per referral); no app link seen.
- SEO 3: 0 of 10 UK web searches returned eufy.com in the top ten, plus credit for a blog.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain eufy.com: about 200 ads. Meta Ad Library, UK, active ads from the eufy UK page (Ankereufyuk), read 23 October 2026: 53.
- Reviews 4: Trustpilot 3.1 from 14,004 reviews, with no company reply on the latest 20.
- Brand 4: Same name everywhere and a clear positioning line (‘Built with Care’); no long-running asset or named people confirmed, and three recent news mentions not checked.
Ring
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to YouTube, X, Facebook and Instagram from its UK site, four platforms in all.
- Website 10: Online shop with prices (for example £149.99 and £229.99) and a checkout.
- Email 2: A subscribe link; no app download link or account sign-up seen on the homepage.
- SEO 3: 0 of 10 UK web searches returned ring.com in the top ten, plus credit for a blog.
- Paid 10: Google Ads Transparency Centre, UK, last 30 days, by domain ring.com: about 400 ads. Meta Ad Library, UK, active ads from the Ring (@RingUK) page, read 23 October 2026: about 51.
- Reviews 3: Trustpilot 1.2 from 3,793 reviews (the ring.com profile, labelled Ring US), with no company reply on the latest 20.
- Brand 4: Same name everywhere and a clear positioning line (‘Create a Ring of Security’); no long-running asset or named people confirmed, and three recent news mentions not checked.
SECOM
Read 22 October 2026 (Meta read 23 October 2026).
- Social 4: Links to Facebook, Instagram and LinkedIn, three platforms in all.
- Website 6: A phone number, monitoring and NSI references and service pages; no prices.
- Email 4: A customer log-in; no newsletter or app seen.
- SEO 3: 0 of 10 UK web searches returned secom.plc.uk in the top ten, plus credit for a blog.
- Paid 6: Google Ads Transparency Centre, UK, last 30 days, by domain secom.plc.uk: 30 ads. Meta Ad Library, UK, read 23 October 2026: no active ads from a SECOM page.
- Reviews 9: Trustpilot 4.7 from 3,535 reviews, with a company reply on 20 of the latest 20.
- Brand 4: Same name everywhere and a clear positioning line (‘Protect Your Business With Complete B2B Security Solutions’); no long-running asset or named people confirmed, and three recent news mentions not checked.
Swann
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to Facebook, Instagram, LinkedIn, X and YouTube from uk.swann.com, five platforms in all.
- Website 10: Online shop with prices (for example £39.99 and £49.99) and add to cart.
- Email 0: No newsletter, account or app seen on the UK homepage.
- SEO 2: 0 of 10 UK web searches returned swann.com in the top ten; no advice library found.
- Paid 6: Google Ads Transparency Centre, UK, last 30 days, by domain swann.com: 82 ads. Meta Ad Library, UK, read 23 October 2026: no active ads from a Swann page.
- Reviews 7: Trustpilot 3.7 from 11,045 reviews, with a company reply on 11 of the latest 20.
- Brand 2: Same name everywhere; no positioning line, long-running asset or named people confirmed, and three recent news mentions not checked.
Yale
Read 12 October 2026.
- 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.
Blink
Read 22 October 2026 (Meta read 23 October 2026).
- Social 6: Links to Facebook, Instagram, TikTok, YouTube and Pinterest, five platforms in all.
- Website 6: Product and support pages, with shopping routed to Amazon; no prices or checkout on its own UK pages.
- Email 4: A customer log-in; no newsletter seen.
- SEO 2: 0 of 10 UK web searches returned blinkforhome.com in the top ten; no advice library found.
- Paid 6: Google Ads Transparency Centre, UK, last 30 days, by domain blinkforhome.com: no ads found. Meta Ad Library, UK, active ads from the Blink UK page, read 23 October 2026: at least 23.
- Reviews 2: Trustpilot 1.3 from 637 reviews on an unclaimed profile, with no company reply on the latest 20.
- Brand 2: Same name everywhere; no positioning line beyond ‘Blink Smart Security’, long-running asset or named people confirmed, and three recent news mentions not checked.
How we scored
Who is on the board. Ten consumer-facing home security and alarm brands a UK householder meets when shopping for an alarm or camera: 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), a mass-market DIY smart alarm brand sold online and in retail (Yale), an installer and monitoring company with over 100 years of history (SECOM), and four smart camera and DIY security brands sold online (Ring, eufy, Swann and Blink). 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. ERA was chosen for the added five but its website could not be loaded securely on 22 October 2026, so Blink took its place. Chosen for relevance and size, not marketing strength.
When we looked. The board launched with five brands, read on 12 October 2026. Five more were added on 22 October 2026 to make a top ten, read against the same anchors below, with the same ten searches run again on that date. The first five were not re-read, so their figures are as of 12 October 2026. Meta Ad Library counts for brands added on 22 October were read on 23 October 2026, after the library was unavailable on 22 October. The first five keep the Paid scores read with both libraries on 12 October 2026.
- 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, an online checkout 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, 4 for a customer account, 6 for an app, 7 for a newsletter plus an app, up to 10 for a loyalty or app ecosystem with personal offers.
- SEO: ten UK searches for this sector, run through a standard web search API (12 October 2026 for the first five brands, 22 October 2026 for the five added; 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, 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). Where Trustpilot sends a brand’s address to a parent company profile, we used that profile and say so.
- 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. We award only what we could verify on the day.
These anchors are fixed for this edition, so the ten scores can be read against each other, allowing for the days between the two reading dates. 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 ten compared, at 6.9 out of 10, ahead of ADT on 6.6 and Verisure on 6.1. It publishes monitoring from 66p a day, sells online, and holds 4.9 from 20,027 Trustpilot reviews with replies to 15 of the latest 20.
Which home security brand scores lowest?
Blink scores 4.0. Its UK pages send shoppers to Amazon, no Google ads were found, and its unclaimed Trustpilot profile shows 1.3 from 637 reviews with no replies on the latest 20.
How do camera brands like Ring and eufy compare with alarm installers?
The camera brands score 10 for website because they sell online with prices, but their Trustpilot ratings are low: Ring 1.2, eufy 3.1 and Swann 3.7. The installers score higher on reviews: Verisure 4.7, SECOM 4.7 and Banham 4.6.
What can a local alarm installer copy from these brands?
Publish a from price, as SimpliSafe does. Reply to every review, as SECOM and Banham do. Write one plain page on what monitoring costs and whether it is worth it. And show your NSI or SSAIB status where buyers can check it.
Do alarm companies publish prices?
SimpliSafe does, from 66p a day for monitoring, and the camera brands sell kits online with prices. ADT, Verisure, Banham and SECOM route buyers to a quote or a survey and show no prices on their homepages.
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
If your business is named here and you think we have a fact wrong, email hello@whito.co.uk and we will check it and correct it. If you want to respond, send us a statement and we will publish it alongside. Full detail: Corrections, right of reply and removals.
