Caring for those who care: Prosegur looks after its human capital
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The home security market still has a long way to go. Prosegur Alarms, which has consistently grown its customer base and revenue by double digits over the last two years, seeks to capitalize on this opportunity under the leadership of Jaime Ron, who places technological innovation and customer experience at the heart of his strategy.
The home security business is undergoing a period of expansion reminiscent of other sectors in their early years of consolidation, with higher-than-usual levels of profitability and return on investment. In markets such as the United States, almost half of all homes have an alarm system, while in Spain and Latin America the figure is still below 15% in their more mature markets.
At the helm of Prosegur Alarms is Jaime Ron Alpañes, the company's new CEO, who is convinced that the future of the business lies in combining technology, innovation, and trust. Under his leadership, Prosegur Alarms is promoting a sustainable growth model based on actively listening to customers and constantly adapting its solutions to respond to users' real needs. “Our profitable growth is based on continuously listening to our customers; only by understanding their needs can we innovate and offer solutions that strengthen their security on a daily basis,” says Ron Alpañes.
'We have a loyal customer base because we take every installation very seriously and offer a level of service that we consider to be ‘best in class’. As a result, customers stay with us for many years.'
Recurring revenue is key to valuing companies in the sector based on their income. At Prosegur Alarms, this model has been strengthened with a focus on profitability, supported by technology and innovation to offer solutions tailored to customer needs.
According to Ron, Prosegur still has “hidden value” that is not always reflected in the stock market, but which will undoubtedly be reflected in the share price in the short to medium term. In fact, if the value of Prosegur Alarms were extrapolated, it would far exceed the Group's current capitalization, which stands at around €1.5 billion. This figure puts the company's true economic potential into perspective, highlighting that the Group's total value is considerably higher than what the market perceives today.
The interest aroused by the sector cannot be explained solely by the possibility of adding new customers: the business has a financial component that makes it very attractive. Each new installation requires a considerable investment, both in devices and in commercial acquisition, but this initial effort is amortized over the years thanks to recurring payments and high customer loyalty.
'We want to continue doing things as we have been doing them up until now, in a solid manner. Growing for the sake of growing may be easy, but growing profitably is what makes us a trustworthy company.'
One of the drivers of growth has been the diversification of sales channels. Traditional door-to-door sales have been complemented by digital marketing, telemarketing, and strategic agreements with third parties. In Spain, “the alliance with Telefónica through our joint venture, Movistar Prosegur Alarmas, has established itself as a fundamental pillar of our operation,” says the CEO. “This strategic collaboration allows us to grow steadily, offer a unique value proposition that combines technology and security, and always keep customer satisfaction as the main driver of development,” he adds, highlighting the great synergy and understanding between the two brands.
Brand awareness and digital campaigns have also made it possible to attract customers who otherwise would not have considered purchasing an alarm system. “You capture a lot of demand from customers who otherwise would not have been aware of the need for an alarm or were considering the first one that came along. This way, they always have us in mind, they consult us and ask us for recommendations, and we can offer them the solution that best suits their needs,” he explains.
'What we were looking for when we launched this alliance was to bring together two very powerful brands, Prosegur and Telefónica, leverage Telefónica's commercial strength and channels, which complemented our own, and combine the technological strength of both companies.'
In terms of innovation, Prosegur Alarms has already integrated artificial intelligence (AI) into several of its products to improve the customer experience and anticipate behaviors. In addition, AI is used to optimize internal processes and provide more efficient customer service. In terms of profitability, the application of AI is having a significant impact. Prosegur Alarms is currently designing its new strategic plan, in which artificial intelligence will play a key role in improving operational efficiency and mapping and enhancing our product offering.
Prosegur Alarms applies artificial intelligence to different phases of the service cycle to ensure that the best decisions are always made for its customers. Throughout the year, the company conducts more than 300,000 annual surveys in Spain and uses AI to analyze all the information and develop products and services tailored to the needs of its customers.
Once processed, all changes made and customer satisfaction with each improvement launched are measured with great interest, allowing them to be proactive in the use of the alarm. “Thanks to AI models, we can detect usage patterns, such as when someone leaves home and does not connect the alarm. In such cases, we can suggest connecting it automatically to reinforce security.”
Another example is false alarm management. Thanks to AI video analysis, the system can distinguish whether the alert comes from a real intruder or a pet. “We are able to discern whether this is a real threat to the home or part of everyday life and is a pet, or whether a sensor has been accidentally activated, and act quickly,” he says.
The application of AI also extends to the back office and commercial activity, reducing repetitive tasks and improving efficiency. “AI allows low-value tasks to be done on their own, always with human supervision. This results in better customer service and a better operating margin for us.”
Prosegur Alarms operates in nine countries, which requires adapting its offering to different realities. In Europe, the level of penetration is higher; in Latin America, the perception of insecurity is higher, but the customer base with access to a premium service is smaller.
Even so, the company maintains a common value proposition based on technological products, mobile applications, and a monitoring center connected to law enforcement agencies. “Feeling safe and cared for at home is similar in all countries. It is true that the level of insecurity makes it more specific, but the basis of our service is common,” Ron emphasizes.
Regulatory compliance is another key element. “We operate in a highly regulated market, where we need police authorization to do many of the things we do. We take it very seriously, complying with absolutely all regulatory and police requirements,” he says.
The 2026-2029 strategic plan will set the roadmap for the coming years. The goal: to continue growing at double digits, but with profitability and loyal customers. During this period, technological innovation will remain a strategic pillar for the company and one of the main differentiating factors in a sector with a strong technological component.
Video is emerging as one of the most sought-after features and will boost customer satisfaction and loyalty. “One of the things our customers value most is having access to video so they can see what is happening in their home. All developments in this field will evolve to give customers much more control,” Jaime anticipates.
Today, the company continues to work on enriching its value proposition by adding additional coverage to its alarm service, such as the current anti-theft, non-stop business, and home insurance coverage in Latin America. With this new coverage, Prosegur Alarms aspires to become its customers' complete security partner and even accompany them outside the home.
The CEO also sees room to democratize the service and greatly expand its penetration in all the countries where the company operates: “We try to achieve reasonable prices that can reach a larger base of homes and small businesses.” In his view, the combination of security, technology, and convenience will define the immediate future of the industry. “Our product roadmap is going to become increasingly technologized, seeking out technology that allows our customers to feel safer in their homes,” he concludes.
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