For the second time in the last four years, LifeShield, LLC has a new owner. After DIRECTV made news in the summer of 2013 when the satellite television company entered the residential security market with its acquisition of LifeShield, the wireless home security solutions and monitoring company out of Pennsylvania, DIRECTV’s subsequent purchase by AT&T in 2014 meant LifeShield was a prime candidate for eventual divestiture.
That finally happened this week as Hawk Capital Partners announced the acquisition of LifeShield from DirecTV, LLC. LifeShield, founded in 2004, invented the first wireless self-installed home security offering. Hawk Capital Partners has appointed David Tanzer as the CEO of LifeShield, where he will be responsible for reestablishing the company’s leadership position in DIY wireless home security for the direct-to-consumer market. Terms of the deal were not disclosed.
Mike Hagan, the managing partner of Hawk Capital Partners, owned (along with a group of investors) and ran LifeShield prior to its sale to DIRECTV in 2013. According to Hagan, DIRECTV tripled LifeShield’s subscribers during its ownership due to the superior wireless technology of the LifeShield system and bundling with other services.
“After AT&T acquired DIRECTV and decided to divest LifeShield, I leaped at the opportunity to own this great technology and brand once again,” said Hagan. “LifeShield was first to market in the 2000s with its innovative DIY wireless home security solution, and we still have the best product. With the maturation of the wireless DIY market and the benefit of significant investment under DIRECTV’s ownership, we look forward to rapid growth in the years ahead,” said Hagan. “David Tanzer has the strategic, direct-to-consumer marketing and leadership skills to take LifeShield to the next level, and has the benefit of an experienced team that has been instrumental in building the platform for 13 years.”
In his new role, Tanzer plans to continue rapidly growing LifeShield’s customer base through digital and traditional direct marketing channels, as well as innovative marketing partnerships.
LifeShield will build on its Quadruple Defense system, which offers the consumer FOUR modes of threat communication (Internet, cell, text, and landline) to ensure the safety of their home and family; and LifeShield HOTLink, which allows a LifeShield customer to be protected using their LifeShield-provided tablet even when their security system isn’t armed.
LifeShield is the pioneer not only in DIY wireless home security but also in Fire and Carbon Monoxide protection. LifeShield’s patented Fire Safety Sensor - which “hears” smoke detector and carbon monoxide alarms in the home and alerts the central monitoring station - transforms the stand-alone, battery-operated smoke and carbon monoxide detectors present in most homes into a professionally monitored system to ensure speedy dispatch of emergency personnel when every second counts.
“Today’s consumer wants an affordable and easy-to-use technologically-advanced, wireless home security system. Wireless DIY has been the fastest-growing part of the 25 million households monitored home security market, and LifeShield has long been a technology innovator, with more than 20 patents,” noted Tanzer. “We have invested in inventory to triple our customer base in 2-3 years.”
Prior to his role at LifeShield, Tanzer was CEO or President of several private equities and venture-capital backed companies, including The Noodle Companies, GT Brands, and Primedia Consumer Magazines.
