ADT Inc. (ADT): Business Model Canvas [Jan-2025 Mise à jour]

Dans un monde de plus en plus incertain, ADT Inc. est une sentinelle de sécurité, de transformation de la sécurité des maisons et des entreprises grâce à une technologie innovante et à des stratégies de protection complètes. Avec une toile de modèle commercial sophistiqué qui intègre des solutions de surveillance de pointe, des partenariats stratégiques et des expériences client personnalisées, ADT a redéfini ce que signifie se sentir en sécurité. Cette exploration dévoile les mécanismes complexes derrière le principal fournisseur de sécurité américain, révélant comment ils mélangent de manière transparente les technologies de pointe, l'expertise humaine et les approches centrées sur le client pour offrir une tranquillité d'esprit inégalée dans un paysage imprévisible.

ADT Inc. (ADT) - Modèle d'entreprise: partenariats clés

Partenariats stratégiques avec les fabricants d'équipements de sécurité à domicile

L'ADT maintient des partenariats stratégiques avec plusieurs fabricants d'équipements clés:

Fabricant	Détails du partenariat	Gamme de produits
Honeywell	Contrat d'approvisionnement en équipement à long terme	Panneaux de sécurité, capteurs, caméras
Samsung	Intégration de la technologie de la maison intelligente	Caméras intelligentes, serrures intelligentes
Anneau (Amazon)	Collaboration vidéo de porte vidéo et de caméra	Équipement de surveillance vidéo

Collaboration avec les agences locales d'application de la loi

L'ADT a établi des partenariats avec les forces de l'ordre dans plusieurs juridictions:

• Protocoles de réponse à l'alarme vérifiés avec plus de 2 500 services de police municipaux
• Canaux de communication directs dans 47 États
• Programmes annuels de formation aux forces de l'ordre: 1 200 départements

Accords avec les compagnies d'assurance pour la réduction des risques

Partenaire d'assurance	Pourcentage de réduction	Reach collaborative annuelle
Ferme d'État	Jusqu'à 20% de réduction d'assurance habitation	350 000 détenteurs de politiques
Allstate	Jusqu'à 15% de réduction d'assurance habitation	275 000 détenteurs de politiques
À l'échelle nationale	Jusqu'à 10% de réduction d'assurance habitation	200 000 détenteurs de politiques

Partenariats avec des fournisseurs de technologies de maison intelligente

Les partenariats technologiques intelligents d'ADT comprennent:

• Google Nest: intégration complète du système
• Amazon Alexa: systèmes de sécurité contrôlés par voix
• Apple Homekit: Compatibilité des maisons intelligentes

Total Partnership Network Reach: 6 500+ collaborations stratégiques entre les fabricants d'équipements, les forces de l'ordre, les assureurs et les sociétés technologiques.

ADT Inc. (ADT) - Modèle d'entreprise: activités clés

Installation du système de sécurité résidentiel et commercial

L'ADT a installé environ 1,5 million de nouveaux systèmes de sécurité en 2022. Les revenus d'installation de la société ont atteint 2,1 milliards de dollars au cours de l'exercice 2022.

Type d'installation	Nombre d'installations	Coût d'installation moyen
Systèmes résidentiels	1,2 million	$599
Systèmes commerciaux	300,000	$1,850

Services de surveillance et d'intervention d'urgence 24/7

ADT fonctionne 6 centres de surveillance Aux États-Unis, gérer environ 19,5 millions de comptes résidentiels et commerciaux.

• Temps de réponse moyen: 30 secondes
• Revenus de surveillance annuelle: 1,4 milliard de dollars
• Des dépêches de la police manipulées: 375 000 par an

Support client et maintenance technique

Métrique de soutien	Performance annuelle
Représentants du service à la clientèle	2,300
Interactions de soutien annuelles	4,2 millions
Budget de soutien technique	187 millions de dollars

Développement de la technologie de sécurité et des solutions logicielles

L'ADT a investi 245 millions de dollars dans la recherche et le développement en 2022.

• Équipe de développement de logiciels: 350 ingénieurs
• Brevets de nouvelles technologies déposés: 42
• Investissements en IA et en apprentissage automatique: 65 millions de dollars

ADT Inc. (ADT) - Modèle d'entreprise: Ressources clés

Centres de surveillance avancés et infrastructures technologiques

ADT exploite 6 centres de surveillance primaires à travers les États-Unis. La société maintient un réseau de Plus de 14 000 stations de surveillance capable de gérer les alertes de sécurité et les réponses d'urgence.

Métrique d'infrastructure	Quantité
Centres de surveillance totale	6
Stations de surveillance	14,000+
Investissement technologique annuel	157 millions de dollars

Personnel technique et service client qualifié

ADT emploie environ 16 500 employés au total, avec des segments de main-d'œuvre importants dédiés aux rôles techniques et de service client.

• Personnel de soutien technique: 4 200 employés
• Représentants du service à la clientèle: 3 800 employés
• Techniciens d'installation: 2 600 employés

Logiciels de sécurité propriétaires et plateformes de surveillance

ADT a investi 82,3 millions de dollars en développement logiciel pour ses plateformes de sécurité propriétaires en 2023.

Plate-forme logicielle	Caractéristiques clés
Commande ADT	Application mobile, surveillance en temps réel
Bleu par adt	Intégration de maison intelligente
Impulsion ADT	Gestion des maisons à distance

Grande réputation de marque sur le marché de la sécurité domestique

ADT maintient Leadership du marché avec environ 6,5 millions d'abonnés et un taux de reconnaissance de marque de 87% dans le secteur de la sécurité intérieure.

• Part de marché total: 25,3%
• Revenu annuel: 4,87 milliards de dollars
• Taux de rétention de la clientèle: 82%

ADT Inc. (ADT) - Modèle d'entreprise: propositions de valeur

Solutions complètes de sécurité des maisons et des entreprises

ADT propose une gamme complète de solutions de sécurité avec la gamme de produits suivante:

Catégorie de produits	Revenus annuels (2023)	Pénétration du marché
Systèmes de sécurité résidentielle	1,47 milliard de dollars	38% du marché résidentiel américain
Solutions de sécurité commerciale	692 millions de dollars	25% du marché de la sécurité commerciale
Intégration de maison intelligente	315 millions de dollars	22% de croissance en glissement annuel

Surveillance professionnelle et intervention d'urgence rapide

Les capacités de surveillance de l'ADT comprennent:

• Centres de surveillance professionnels 24/7
• Temps de réponse moyen: 30 secondes
• 6 centres de surveillance stratégiquement situés à travers les États-Unis
• Plus de 7,5 millions de clients surveillés

Intégration des technologies de maison et de sécurité intelligentes

Détails de l'intégration technologique:

Catégorie de technologie	Compatibilité	Investissement annuel
Appareils à domicile intelligents	Compatible avec 90% des principales plateformes de maisons intelligentes	Investissement de R&D de 125 millions de dollars
Analyse de sécurité de l'IA	Algorithmes d'apprentissage automatique pour la détection des menaces	87 millions de dollars de développement technologique

Tranquillité d'esprit et de protection pour les clients

Métriques de protection client:

• Taux de satisfaction client: 87%
• Taux de réduction des fausses alarmes: 65%
• Admissibilité à la réduction d'assurance pour 92% des clients
• Coût de surveillance mensuel moyen: 36,99 $

ADT Inc. (ADT) - Modèle d'entreprise: relations clients

Assistance personnalisée au service client

ADT fournit un support client 24/7 via plusieurs canaux avec 3 100 représentants de service client dédié. En 2023, la société a géré environ 2,5 millions d'interactions de service client par an.

Canal de support	Temps de réponse moyen	Taux de satisfaction client
Support téléphonique	3,5 minutes	87%
Chat en ligne	2,2 minutes	84%
Assistance par e-mail	6,7 heures	79%

Contrats de service à long terme et modèles d'abonnement

ADT offre plusieurs options de contrat avec une durée de contrat moyenne de 36 mois. Au quatrième trimestre 2023, la société a maintenu:

• 1,4 million de contrats de sécurité résidentiel actifs
• Taux d'abonnement mensuel moyen: 45,99 $
• Taux de renouvellement des contrats: 82%

Application mobile et gestion des comptes en ligne

L'application mobile d'ADT prend en charge plus de 750 000 utilisateurs mensuels actifs avec des capacités de surveillance en temps réel. Les caractéristiques clés comprennent:

Fonctionnalité d'application mobile	Engagement des utilisateurs
Alertes en temps réel	Activation de l'utilisateur à 92%
Contrôle du système à distance	68% Utilisation mensuelle
Surveillance vidéo	Adoption de 45% des utilisateurs

Mises à jour et maintenance du système régulier

ADT effectue des mises à jour trimestrielles du système et la maintenance du matériel annuel. En 2023, la société a investi 42,3 millions de dollars dans les mises à niveau des infrastructures technologiques.

• Fréquence moyenne de mise à jour du système: 4 fois par an
• Couverture de maintenance préventive: 98% des systèmes installés
• Temps de réponse à la maintenance moyenne: 24 heures

ADT Inc. (ADT) - Modèle d'entreprise: canaux

Représentants des ventes directes

L'ADT emploie environ 15 000 représentants des ventes directes aux États-Unis. En 2023, ces représentants ont généré 5,2 milliards de dollars de revenus de ventes directs. La commission annuelle moyenne par représentant était de 346 667 $.

Métrique du canal de vente	2023 données
Nombre de représentants des ventes directes	15,000
Revenus de ventes directes	5,2 milliards de dollars
Commission représentative moyenne	$346,667

Site Web en ligne et application mobile

Les plateformes numériques d'ADT ont traité 872 000 transactions de vente en ligne en 2023. L'application mobile de la société compte 1,3 million d'utilisateurs mensuels actifs. Les revenus des canaux numériques ont atteint 743 millions de dollars la même année.

• Transactions de vente en ligne: 872 000
• Application mobile Utilisateurs actifs mensuels: 1,3 million
• Revenus de canaux numériques: 743 millions de dollars

Partenariats de vente au détail et concessionnaires autorisés

L'ADT maintient des partenariats avec 2 500 concessionnaires autorisés à l'échelle nationale. Ces partenariats ont généré 1,6 milliard de dollars de revenus en 2023. Le réseau de concessionnaire couvre environ 47 États.

Métrique de partenariat de vente au détail	2023 données
Nombre de concessionnaires autorisés	2,500
Revenus du réseau de concessionnaires	1,6 milliard de dollars
États couverts	47

Télémarketing et campagnes de marketing numérique

L'ADT a investi 215 millions de dollars dans des campagnes de marketing en 2023. Les efforts de marketing numérique ont généré 356 000 prospects qualifiés. Le taux de conversion de télémarketing était de 4,7%.

• Investissement de campagne de marketing: 215 millions de dollars
• Digital Marketing Direads Direcs: 356 000
• Taux de conversion de télémarketing: 4,7%

ADT Inc. (ADT) - Modèle d'entreprise: segments de clientèle

Propriétaires résidentiels

ADT dessert environ 6,5 millions de clients résidentiels aux États-Unis en 2023. Le chiffre d'affaires annuel moyen par client résidentiel est de 580 $.

Caractéristique du segment	Données statistiques
Clients résidentiels totaux	6,500,000
Revenu annuel moyen par client	$580
Taux de pénétration du marché	8.2%

Petites et moyennes entreprises

ADT fournit des solutions de sécurité à environ 250 000 petites et moyennes entreprises à l'échelle nationale.

• Package de sécurité commerciale mensuelle moyenne: 350 $ - 750 $
• Valeur du contrat de sécurité commerciale annuelle: 4 200 $ - 9 000 $
• Industries servies: vente au détail, soins de santé, services professionnels

Métriques du segment des entreprises	Valeur
Clients commerciaux totaux	250,000
Coût de service mensuel moyen	$550

Gestionnaires immobiliers commerciaux

ADT gère la sécurité pour plus de 50 000 portefeuilles de gestion des propriétés commerciales à travers les États-Unis.

Segment de gestion des propriétés commerciales	Points de données
Clients totaux de gestion immobilière	50,000
Valeur du contrat annuel moyen	$12,500

Individus à haute nette

L'ADT propose des solutions de sécurité premium ciblant les personnes à haute teneur en nouant avec des revenus annuels dépassant 250 000 $.

• Total de clientèle à forte valeur élevée: 35 000
• Package de sécurité annuelle moyenne: 1 200 $ - 3 000 $
• Les fonctionnalités de sécurité avancées comprennent: la surveillance du drone, la surveillance alimentée par l'IA, le contrôle d'accès biométrique

Segment de netteur haute	Métrique
Total des clients	35,000
Coût moyen du package annuel	$2,100

ADT Inc. (ADT) - Modèle d'entreprise: Structure des coûts

Infrastructure technologique et maintenance du centre de surveillance

Les coûts d'infrastructure technologique d'ADT en 2023 étaient d'environ 237 millions de dollars. La société maintient plusieurs centres de surveillance avec la ventilation suivante:

Emplacement	Coût de maintenance annuel	Nombre de centres
États-Unis	142 millions de dollars	6 centres
Canada	35 millions de dollars	2 centres

Salaires et formation des employés

Total des dépenses liées aux employés pour ADT en 2023:

• Total des salaires des employés: 512 millions de dollars
• Coûts de formation et de développement: 24,3 millions de dollars
• Compensation moyenne des employés: 68 500 $ par an

Fabrication et installation d'équipement

Coûts liés à l'équipement pour ADT en 2023:

Catégorie de coûts	Montant
Fabrication d'équipements	276 millions de dollars
Services d'installation	189 millions de dollars
Recherche et développement de l'équipement	87 millions de dollars

Frais de marketing et d'acquisition des clients

Répartition des dépenses de marketing pour ADT en 2023:

• Budget marketing total: 203 millions de dollars
• Dépenses en marketing numérique: 67 millions de dollars
• Publicité traditionnelle: 92 millions de dollars
• Coût d'acquisition des clients: 456 $ par nouveau client

Attribution globale du pourcentage de structure de coûts:

Catégorie de coûts	Pourcentage des coûts totaux
Infrastructure technologique	18%
Dépenses des employés	32%
Coûts d'équipement	25%
Marketing et acquisition	15%
Autres coûts opérationnels	10%

ADT Inc. (ADT) - Modèle d'entreprise: Strots de revenus

Frais d'abonnement de surveillance mensuels

La principale source de revenus récurrente de l'ADT provient des frais d'abonnement mensuels de surveillance. Depuis le quatrième trimestre 2023, ADT a rapporté:

Type d'abonnement	Frais mensuels moyens	Abonnés estimés
Sécurité résidentielle de base	$45.99	6,5 millions
Sécurité avancée de la maison	$59.99	2,3 millions
Intégration de maison intelligente	$72.99	1,2 million

Frais de vente et d'installation d'équipement

L'ADT génère des revenus importants à partir de l'équipement et de l'installation:

• Coût moyen du package d'équipement: 599 $
• Frais d'installation standard: 199 $
• Frais d'installation du système complexes: 499 $
• Revenus de ventes annuelles de l'équipement: 387 millions de dollars

Renouvellement des contrats de service

Statistiques de renouvellement des contrats de service pour 2023:

Type de contrat	Taux de renouvellement	Valeur du contrat moyen
Contrat à 1 an	78%	$720
Contrat de 3 ans	62%	$1,980

Amélioration des technologies de sécurité supplémentaires

Revenus des améliorations technologiques en 2023:

• Mises à niveau de la caméra Smart Doorbell: 94 millions de dollars
• Systèmes de caméras intérieures / extérieures: 76 millions de dollars
• Intégration de verrouillage intelligent: 52 millions de dollars
• Revenu total de mise à niveau de la technologie: 222 millions de dollars

ADT Inc. (ADT) - Canvas Business Model: Value Propositions

The core value ADT Inc. delivers is a comprehensive, professionally monitored safety net that integrates a legacy of trust with the latest smart home technology. You aren't just buying an alarm; you are buying a guaranteed, rapid-response service backed by a massive, dedicated infrastructure.

This approach has led to a record Recurring Monthly Revenue (RMR) balance of $363 million as of Q2 2025, reflecting strong customer commitment to the value proposition.

Professional Monitoring: Fast, reliable emergency response for fires, break-ins, and medical needs.

The primary value proposition remains the 24/7 professional monitoring (Pro Monitoring) service. This is the difference between a loud siren and a verified, rapid dispatch of first responders.

ADT operates the nation's largest network of company-operated monitoring centers-six centers, all U.S.-based-which helps them protect twice as many customers as their closest competitor. When seconds count, you defintely want that scale behind you.

In testing, ADT's monitoring response times for alarm events were measured between 30 and 45 seconds, significantly faster than the industry standard, which often hovers around a minute. Moreover, their proprietary Alarm Messenger™ text verification system has resulted in over a 50% reduction in false alarm events, meaning emergency services are dispatched more efficiently when a real threat is confirmed.

• Six U.S.-based monitoring centers.
• Response times: 30-45 seconds in testing.
• False alarm reduction: Over 50% via text verification.

Smart Home Ecosystem: Seamless integration with Google Nest for automation and control.

ADT is actively transitioning from a pure security company to a smart home ecosystem provider, primarily through the ADT+ platform and its strategic partnership with Google. This integration offers customers a single, unified experience for security and home automation.

The ADT+ platform, which integrates professional monitoring with Google Nest devices, is seeing massive adoption, with nearly all new direct residential customers opting for it. This move is not just about new customers; it's about deeper engagement, evidenced by the Nest Aware subscriber base surpassing 1 million customers as of Q2 2025. That's a huge, quantifiable milestone for the partnership.

Here's the quick math on the smart home value: you get the trusted ADT monitoring service but control all your Nest cameras, doorbells, and thermostats from one place.

Peace of Mind: A trusted, long-standing brand protecting family and property.

The ADT brand itself is a powerful value proposition, built over 150 years of service. This longevity translates directly into consumer trust, which is critical in the security industry. It's why they are consistently called the most trusted brand in smart home and small business security.

This trust is financially measurable in their high customer retention rates. For the trailing 12 months ending Q2 2025, the gross customer revenue attrition rate was a solid 12.8%. Low churn like that tells you customers are not just satisfied, they feel secure enough to stay. Plus, the revenue payback period-the time it takes to recoup the cost of acquiring a customer-is a lean 2.3 years. That's a strong indicator of long-term customer value.

Metric (Q2 2025)	Value	Significance
Annualized Recurring Monthly Revenue (RMR)	$4.4 billion	Scale of subscription-based trust.
Gross Customer Revenue Attrition (Trailing 12-Month)	12.8%	Low churn, indicating high customer loyalty.
Revenue Payback Period	2.3 years	Efficiency in customer acquisition and long-term value.

Property Protection: Potential reduction in homeowner insurance premiums.

Beyond preventing loss, ADT's systems offer a financial value by reducing risk for insurance companies, and thus, for you. Many insurers offer a discount for homes with professionally monitored security, fire, and water detection systems.

The average saving for a homeowner with an alarm system is estimated to be around $59 per year, according to industry estimates, though this varies by provider and state. ADT has a history of partnerships with major insurers like USAA, Farmers Insurance, Hippo Insurance, and Branch Insurance to facilitate these savings.

What this estimate hides is the potential for much larger savings from avoiding a claim entirely. ADT's proactive protection, especially with water and fire detection, is designed to reduce both the frequency and severity of claims, which is the real long-term saving. The company's partnership with State Farm, which included a $1.2 billion equity investment, was explicitly aimed at creating solutions that would help lower homeowners insurance premiums by shifting to a 'predict and prevent' model.

ADT Inc. (ADT) - Canvas Business Model: Customer Relationships

For ADT, the Customer Relationship is a high-stakes, high-retention model built on trust and a blend of high-touch emergency service and modern digital self-service. The core strategy is to maximize the Customer Lifetime Value (CLV) by locking in long-term contracts and keeping the trailing 12-month gross customer revenue attrition rate low, which stood at 13.0% as of the third quarter of 2025. This strong retention performance is critical, as the revenue payback period-the time it takes to recoup the upfront customer acquisition costs-is approximately 2.3 years.

Dedicated Call Centers: High-touch support for emergency and technical issues

The dedicated call centers represent ADT's most critical customer relationship channel: the 24/7 professional monitoring (SMART Monitoring). This is a non-negotiable, high-touch service that justifies the premium price point and ensures immediate, human-led response during emergencies. This is where ADT's 150-year history of reliability is delivered.

To improve efficiency without sacrificing service, the customer care team is increasingly using virtual agents in chat and voice interactions. This use of artificial intelligence (AI) helps agents focus on the most complex or emotional calls, while routine inquiries are handled efficiently. This hybrid approach aims to maintain the high-quality experience customers expect while managing the operational costs of a massive, always-on infrastructure.

Digital Self-Service: ADT+ app for remote control, troubleshooting, and billing management

The ADT+ app is the primary digital interface, shifting day-to-day interactions from the call center to a self-service platform. Launched in 2024, the app unifies control of ADT's proprietary hardware with integrated Google Nest devices, giving customers a single point of control for their security, automation, and monitoring.

Key self-service features that drive convenience and reduce support calls include:

• Arming and disarming the security system remotely.
• Streaming live video and viewing event history from Nest Cams.
• Using Alarm Messenger to verify or cancel alarms via message, which reduces false dispatches.
• Managing smart home devices like locks, lights, and thermostats.

This digital shift is defintely a key part of the modern customer experience, allowing for instant control and real-time alerts.

Long-Term Contracts: Typically 36-month agreements ensuring high customer lifetime value

The multi-year contract model is the financial backbone of the Customer Relationship, securing a predictable stream of Recurring Monthly Revenue (RMR). As of Q3 2025, the end-of-period RMR balance stood at $362 million, or $4.3 billion on an annualized basis. This massive recurring revenue stream is a direct result of the long-term contract structure.

For residential customers, the standard contract term is 36 months (three years), which automatically rolls into a month-to-month agreement afterward. However, customers who choose to finance their equipment may sign contracts for up to 60 months (five years). Commercial customers typically sign longer, five-year contracts. This commitment ensures a high Customer Lifetime Value (CLV) that significantly outweighs the high upfront customer acquisition costs.

Customer Segment	Typical Initial Contract Length	Annualized RMR (Q3 2025)	Retention Metric (Q3 2025)
Residential (Standard)	36 months	$4.3 billion	Gross Revenue Attrition: 13.0%
Residential (Financing)	Up to 60 months	-	Revenue Payback: 2.3 years
Commercial	Typically 5 years	-	-

Technician Visits: In-person, scheduled service and installation interactions

While ADT is pushing digital, the in-person technician visit remains a crucial, high-cost, and high-impact touchpoint for installation and complex service. The quality of this interaction directly influences the early-stage customer experience.

To manage the cost and improve customer convenience, ADT is heavily promoting its Remote Assistance program. This program has become highly effective, handling more than 50% of all service requests virtually, which eliminates thousands of vehicle trips. This virtualization of service is a smart way to maintain the high-quality, professional support expected of a premium provider while improving operational efficiency and speed of resolution. If you can fix it over a video call, why wait for a truck?

ADT Inc. (ADT) - Canvas Business Model: Channels

ADT Inc. uses a deliberately complex, multi-pronged channel strategy that balances the high-touch, professionally installed experience with the capital-efficient, self-setup model. This mix is crucial for hitting the full-year 2025 total revenue guidance of between $5,025 million and $5,225 million. The goal is simple: meet the customer where they are, whether they want a white-glove installation or a DIY kit from a big-box store.

Direct Sales Force

The Direct Sales Force is ADT's core channel for high-value, professionally installed residential and commercial systems, ensuring a premium, consultative sales experience. This channel includes internal sales teams in national call centers and a nationwide network of field sales and service offices. The company maintains a large internal workforce of nearly 13,000 employees, which includes this direct sales and service personnel.

This direct control allows ADT to push its proprietary platforms and services, like the ADT+ system, which often results in a higher average price and a more robust, long-term customer relationship. It's the channel that provides the full-service, 24/7 monitoring experience that ADT is known for.

Authorized Dealer Network

The Authorized Dealer Network is the primary engine for high-volume customer acquisition, acting as a capital-efficient extension of the sales team. As of late 2024, ADT worked with approximately 140 dealer partners who are independent contractors. These dealers are critical for quickly expanding market reach and adding new accounts.

For a recent 12-month period, the dealer network was responsible for adding approximately 379,000 new customer accounts, with ADT paying out a total of $601 million to dealers in that year. This shows the high cost of acquisition (CAC) in the security industry, but the volume is defintely a huge growth driver. In the first quarter of 2025 alone, cash used for 'Dealer generated customer accounts and bulk account purchases' totaled $107 million, highlighting the continued capital intensity of this channel.

Retail Partnerships

Retail partnerships are essential for capturing the fast-growing do-it-yourself (DIY) market, which is often a lower-CAC entry point. ADT sells its self-setup security kits, such as the ADT Pro 11 Piece Starter Kit, through major retail channels, including Walmart.

The DIY packages start at an equipment price of $199, with professional monitoring services beginning at $24.99 per month. This is a strategic move to compete directly with other DIY-focused brands while still leveraging ADT's professional monitoring infrastructure. The partnership with State Farm is another key indirect channel, where solutions are offered in 17 states and often focus on self-setup alternatives like leak detection.

Digital Platforms: ADT.com and the ADT+ App

The shift to digital platforms is where ADT is driving significant operational efficiency and customer engagement in 2025. The ADT+ app is the central hub for the next-generation smart home security offering, integrating professional monitoring with Google Nest devices.

This digital channel is seeing strong adoption, evidenced by the Nest Aware subscriber base surpassing 1 million customers as of the second quarter of 2025, which is a direct reflection of the success of the Google partnership. For existing customers, the ADT Remote Assistance program is a major efficiency gain, handling over 50% of service requests virtually, cutting down on thousands of expensive vehicle trips.

Here's a quick look at the channel focus and key 2025 metrics:

Channel	Primary Function	Key 2025 Metric (or closest proxy)
Direct Sales Force	Consultative sales, high-value professional installation, commercial accounts.	Supported by nearly 13,000 employees (total workforce).
Authorized Dealer Network	High-volume residential customer acquisition and market expansion.	$107 million cash used for dealer/bulk accounts in Q1 2025.
Retail Partnerships	DIY/Self-setup market penetration and brand presence (e.g., Walmart).	DIY packages start at $199 with monitoring from $24.99/mo.
Digital Platforms (ADT+ App)	Service management, upgrades, and operational efficiency.	Nest Aware subscribers surpassed 1 million in Q2 2025.

The channel strategy is clearly focused on retaining the high-margin, professionally installed base while aggressively growing the lower-cost, digitally-enabled self-setup customers. That's how you drive cash flow growth.

ADT Inc. (ADT) - Canvas Business Model: Customer Segments

You're looking for a clear picture of who ADT Inc. actually serves in late 2025, and it's simpler than the old days of a massive commercial division. The company has streamlined its focus, putting nearly all its weight on the Consumer and Small Business (CSB) segment, with the former commercial and solar segments now classified as discontinued operations in its 2025 financial reports.

The core business is a subscription model, driven by a massive base of approximately 6.4 million total customers. This base generates an annualized Recurring Monthly Revenue (RMR) of about $4.4 billion as of Q2 2025, a sticky revenue stream that keeps attrition low, currently at a solid 12.8% gross revenue attrition. Here's the quick math on the revenue split, based on the full-year 2025 guidance midpoint of $5,125 million in total revenue:

Customer Segment Group	Estimated 2025 Revenue Contribution	Primary Value Driver
Residential (Homeowners & Renters)	~$3,843.75 million (Approx. 75% of Total Revenue)	Monitored Security & Smart Home Automation (ADT+ platform)
Small-to-Midsize Businesses (SMBs)	~$1,281.25 million (Approx. 25% of Total Revenue)	Compliance, Access Control, and Video Surveillance

Residential Homeowners

This is the engine of ADT's revenue, representing about 75% of the total business. The core demographic is the established homeowner, typically aged 35 to 65, with a median household income over $75,000, living in suburban areas. They prioritize family safety and peace of mind, valuing the professional installation and 24/7 monitoring that ADT has built its brand on for over a century. The average customer tenure is robust, sitting at approximately 8 years.

A fast-growing sub-segment is the tech-aspirational adult, aged 28 to 45, who is an early adopter of smart home technology. This group is flocking to the new ADT+ platform, which integrates devices from partners like Google and enables features like remote assistance, which handles over 50% of service requests virtually, saving costs and improving satisfaction.

Small-to-Midsize Businesses (SMBs)

The SMB segment is the primary commercial focus after the divestiture of the larger commercial division, contributing roughly 25% of the total revenue. These customers aren't looking for enterprise solutions; they need reliable, compliance-grade security that can scale without complexity.

The key verticals here are:

• Retail: Focused on preventing inventory loss and securing storefronts.
• Healthcare: Requiring compliance for data protection and access control.
• Professional Services: Needing sophisticated fire detection and employee access management.

The recent bulk purchase of approximately 50,000 customer accounts for $89 million in Q2 2025 demonstrates a strategy to efficiently grow this recurring revenue base, often by acquiring smaller, established portfolios concentrated in key geographies.

High-Net-Worth Individuals

While not a formally reported segment, this group is implicitly targeted by the premium nature of ADT's offerings and its strategic shift to customer-owned equipment. The professional installation model is key here. Installation revenue per unit rose to around $1,500 in Q1 2025, reflecting customer demand for more comprehensive, integrated, and higher-value systems. This segment seeks bespoke, integrated security and automation solutions, often including:

• Advanced video surveillance and analytics.
• Integrated smart home automation (climate, lighting, security).
• Premium, white-glove service and rapid response monitoring.

To be fair, the high-end market is competitive, but ADT's brand trust and nationwide professional network give it a defintely strong foothold.

Multi-Family Housing

This segment targets property managers and owners, not individual renters, though the end-user is the resident. ADT has a dedicated ADT Multifamily strategy, recognizing that smart tech is a strategic advantage for property managers in 2025. The value proposition centers on operational efficiency and resident retention.

The solutions focus on common property management pain points:

• Smart Locks: Eliminating rekeying costs and enabling remote access management for maintenance teams.
• Smart Thermostats: Cutting utility costs in vacant units by up to 20%.
• Centralized Management: Providing a single source for security, monitoring, and maintenance control across hundreds of units.

The company is relaunching its IOTAS platform, an acquired company, to enhance on-the-go security features for residents and integrate with major property management software.

ADT Inc. (ADT) - Canvas Business Model: Cost Structure

You need a clear picture of where ADT Inc. spends its money, because in a subscription business like this, the cost structure is everything. Simply put, ADT's cost base is dominated by two things: the highly variable, upfront cost of acquiring a customer (CAC) and the massive, fixed non-cash expense of depreciating the equipment and amortizing those acquisition costs.

The company maintains a hybrid cost structure, meaning it has high fixed costs from monitoring centers and depreciation, plus high variable costs from sales commissions and installation. Your key takeaway here is that the high upfront investment to get a customer makes Adjusted Free Cash Flow (AFCF) the critical metric, which ADT is guiding to be between $800 million and $900 million for the full year 2025.

Personnel Costs: Salaries for technicians, monitoring staff, and sales teams

Personnel and operating expenses are substantial, falling primarily under Cost of Revenue and Selling, General, and Administrative (SG&A) expenses. The core of the operation-the monitoring and service delivery-is a fixed cost base that drives scale. For the first quarter of 2025 alone, the cost of revenue for monitoring and related services was $157.85 million.

SG&A, which covers a large part of the sales force, administrative staff, and corporate overhead, hit $368.6 million in Q1 2025. This is where you see the impact of their nearly 13,000 highly experienced and customer-centric professionals. Honestly, keeping a large, nationwide technician and sales team is expensive, but it's defintely a core competitive advantage. The average salary for an ADT employee is about $75,036 in 2025, showing a significant investment in their workforce.

Here's a quick snapshot of the key operating expense components in Q1 2025:

• Monitoring Cost of Revenue: $157.85 million
• Security Installation Cost of Revenue: $82.27 million
• Selling, General, and Administrative (SG&A): $368.6 million

Customer Acquisition Costs (CAC): High upfront costs for marketing and dealer commissions

This is where ADT's business model gets capital-intensive. The company's CAC is high because it pays significant upfront commissions to its direct sales force and its Authorized Dealer Program. These commissions are accounted for as Deferred Subscriber Acquisition Costs (DSAC), which are capitalized (treated as an asset) on the balance sheet and then amortized over the customer's life.

The good news is that ADT's revenue payback period-the time it takes to recoup the CAC-was a solid 2.3 years as of Q2 2025, which is a strong sign of long-term customer value. To be fair, they also strategically acquire customers in bulk; for instance, in Q2 2025, they closed a strategic bulk purchase of approximately 50,000 customer accounts for $89 million cash. That's a direct, immediate cash outlay for growth.

The amortization of these DSACs, which is a key part of the cost structure, totaled $123 million for the first half of 2025.

Technology and Infrastructure: Maintaining monitoring centers and cloud services

The cost to maintain and upgrade the core infrastructure is a massive fixed expense. This includes the physical monitoring centers, the proprietary hardware installed in millions of homes, and the ongoing investment in the ADT+ platform. The company is actively moving its information technology infrastructure, including its Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP) systems, to the cloud.

This cloud migration and platform development are essential investments to support new offerings like Trusted Neighbor and to meet the goals of the strategic partnership with Google. While a specific 2025 CapEx number for technology isn't broken out, the strategy clearly involves heavy investment in expanded capabilities to grow and serve the customer base.

Depreciation and Amortization: Significant non-cash costs from long-term assets

This is the single largest line item in ADT's cost structure, even though it's a non-cash expense. It reflects the accounting reality of their capital-intensive model. The total Depreciation and intangible asset amortization for the first half of 2025 reached $678 million.

This large figure is a combination of two main things:

• Depreciation of subscriber system assets (the equipment installed in your home).
• Amortization of dealer and other intangible assets (like the value of customer contracts).

Here's the quick math on the non-cash costs for the first half of 2025:

Cost Component	H1 2025 Amount (in millions)	Notes
Depreciation and Intangible Asset Amortization	$678	Covers equipment and intangible assets.
Amortization of Deferred Subscriber Acquisition Costs (DSAC)	$123	Represents the expensing of sales commissions.
Share-Based Compensation Expense	$24 (Q1 + Q2 est.)	Non-cash expense for employee equity awards.

What this estimate hides is that the subscriber system assets and deferred acquisition costs are amortized over an estimated customer life of 15 years using an accelerated method, meaning a higher cost is recognized in the early years of the contract. This front-loading of non-cash costs is why ADT's GAAP net income often looks lower than its robust Adjusted Free Cash Flow.

ADT Inc. (ADT) - Canvas Business Model: Revenue Streams

You're looking for a clear, updated view of how ADT Inc. (ADT) actually makes its money, and the answer is simple: it's an annuity business, plain and simple. The vast majority of their revenue, and the true source of their valuation stability, comes from predictable, monthly subscription fees, not one-off sales. This recurring model is the bedrock of their financial health.

In late 2025, the company's revenue streams are heavily weighted towards this subscription-based model, but a significant and growing portion is now coming from upfront hardware sales as they push the ADT+ platform. This shift is a key trend to watch, as it changes the initial cash flow dynamics.

Recurring Monthly Revenue (RMR): Subscription Fees

The core of the ADT business model is the Recurring Monthly Revenue (RMR), which represents the subscription fees customers pay for monitoring, maintenance, and interactive services. This revenue stream is highly valued by the market because of its predictability and high retention rates; the average customer tenure is approximately 8 years.

As of the end of the third quarter of 2025, the end-of-period RMR balance reached $362 million per month. This monthly figure annualizes to roughly $4.34 billion, which underscores the sheer scale of the company's subscription base. This is the defintely the most important metric for any analyst tracking ADT.

The company serves over 6 million subscribers, and while the subscriber count saw a slight decrease in Q3 2025, the RMR balance still grew by 1% year-over-year. This is a critical sign that ADT is successfully increasing the average price per customer and improving its product mix, offsetting volume attrition.

Installation Fees and Equipment Sales

The non-recurring revenue streams are primarily generated from the initial setup and equipment purchases. This revenue is classified as Security Installation, Product, and Other revenue in their financial reports.

This category is seeing a major shift because of the ADT+ platform, which favors outright equipment sales to the customer rather than the traditional model where ADT subsidized the equipment cost and recouped it through the monthly fee. This is why you see such a high growth rate here.

For the third quarter of 2025, revenue from Security Installation, Product, and Other increased by 21% year-over-year, totaling $200 million. This growth is a direct result of the mix shift toward higher-priced outright sales of smart home and security hardware under the new platform model. This upfront cash helps fund new customer acquisition.

Total Revenue: Projected to Hit Approximately $5.1 Billion for the 2025 Fiscal Year

For the full 2025 fiscal year, ADT has tightened its guidance, reflecting strong performance through the first three quarters. The company now expects total revenue to fall between $5.075 billion and $5.175 billion. This is the realistic, near-term projection you should use for your models.

Here's the quick math on the quarterly split, based on the latest Q3 2025 results, which totaled $1.3 billion in revenue:

• Monitoring and related services revenue (the recurring base) generated $1.098 billion in Q3 2025.
• Security installation, product, and other revenue (the upfront sales) generated $200 million in Q3 2025.

The table below provides a clear snapshot of the revenue mix, showing just how dominant the recurring revenue component is, even with the strong growth in upfront sales.

Revenue Stream Category	Q3 2025 Revenue (Millions)	Q3 2025 Year-over-Year Growth	Nature of Revenue
Monitoring and Related Services	$1,098 million	Up 2%	Recurring Subscription Fees (RMR)
Security Installation, Product, and Other	$200 million	Up 21%	Non-Recurring (Upfront Sales & Fees)
Total Revenue (Q3 2025)	$1,298 million (or $1.3 billion)	Up 4%

What this estimate hides is the potential for higher RMR growth if the gross unit additions-which declined 16% in Q3 2025-can be turned around. Still, the high-margin, sticky RMR stream remains the financial priority.

Next Step: Finance needs to model the impact of the RMR growth rate deceleration on long-term discounted cash flow (DCF) valuation by Friday.