2025 Security Industry Predictions: Yaniv Amir, President, Essence USA
Amir, the president of Essence USA, shares his thoughts on what’s ahead for the security industry in 2025 and beyond.
Adobe Stock image by Tatyana
We continue our 2025 Security Industry Predictions series with Yaniv Amir, president of Essence USA.
Security Sales & Integration: Without getting into any specific vendors or branded solutions, what technology category or solution area do you see as 2025’s ripest, most profitable growth opportunity for security dealers, installers and integrators? Explain your reasoning.
Yaniv Amir: Security solutions that cater to hyper-specific needs such as protecting nonstandard environments will be extremely profitable in 2025. Crime is increasing in environments such as delivery vans, unoccupied buildings and stores with high-value assets—environments in which standard security features aren’t enough.
Features such as portability, remote capabilities, and proactive intervention are therefore massively in demand in these areas, offering profit opportunities across the security industry.
SSI: These days, we’re all hearing a lot about the cloud migration, AI/machine learning, crime deterrence vs. crime reactiveness, etc. Which of these “hot topics” do you think is overplayed? Which ones do you think will truly transform the practice of security integration in the coming years?
Amir: While cloud migration is important, it is becoming a baseline rather than a transformative differentiator. Solutions that prevent crime through reactive capabilities have the potential to transform the security integration industry by fundamentally changing the role of security solutions.
Rather than passively observing crimes and notifying authorities, these security products offer property owners a solution to prevent the crime in the first place. There’s massive demand for this capability from property owners, who want to ensure their assets are protected proactively, reducing liability and creating safer environments.
The coming year will see the industry adjusting to meet this need, offering a greater selection of products that intervene the moment a crime is detected.
SSI: On the business and operations side, which single factor (e.g., interest rates, talent-related issues, geopolitical stressors) poses the biggest challenge for the security industry right now? How can business owners mitigate their downside risk?
Amir: The growing DIY market is challenging security business dealers to differentiate their professionally installed, managed and monitored security system offerings from cheaper, self-monitored systems.
DIY systems, which are less expensive and often don’t charge a recurring monthly rate, are appealing to consumers seeking a security solution. However, DIY systems provide a false sense of security, as their sensors are often ill-maintained and their self-monitoring apps rely on a business-owner’s proximity to his or her device, increasing the chances of a break-in going undetected.
To mitigate this risk, business owners must understand the value-add of a professionally-managed security system, including the customer service aspects like system maintenance and 24/7 professional monitoring.
SSI: What’s getting better about the security industry these days? What seems to be getting worse and worse?
Amir: What’s getting better: Security solutions are becoming more sophisticated, with advancements in IoT integration, remote capabilities, AI-driven analytics and proactive intervention. Property owners benefit from connected security systems that are seamlessly integrated into smart ecosystems and offer advanced capabilities that level-up the security experience beyond passive monitoring.
For property owners, smart, connected security systems are transforming the industry by enhancing operational efficiency and improving safety outcomes to offer peace of mind.
What’s getting worse: Crime is unfortunately also becoming more sophisticated, with greater complexity, such as tampering with power supplies and connectivity systems to disable security systems or smash-and-grabs which happen quick and leave little time for response.
Conventional security systems are helpless to these threats, compromising on safety and creating distrust in existing security measures. The industry, as such, must be open to creative solutions that offer property owners control and resilience in the face of criminal tactics.
This includes technologies that can point out vulnerabilities, operate independently and actively deter crime to provide dependable protective solutions.
SSI: What’s liable to catch some security dealers, installers and integrators off guard in the coming year?
Amir: Many security providers might be surprised to see an increased demand for portable and remotely managed solutions in the coming year, particularly those that rely heavily on traditional WiFi and electrical outlet-based systems.
The rise in theft from cargo delivery vehicles and unoccupied buildings has highlighted the need for mobile security solutions. Consumers are increasingly seeking battery-powered, LTE-connected devices that can operate independently to ensure uninterrupted security in any environment.
Security professionals will need to adapt their product offerings to meet this new demand for portable systems that can seamlessly be deployed. By embracing this trend, security providers can stay ahead of consumer expectations and deliver solutions that address today’s challenges.
SSI: What’s the single most pressing issue that professionals in the security industry should look to tackle right now?
Amir: With rising police response times around the world and an increase in organized crime, property owners are feeling a lack of control over protecting their assets, highlighting a need to prioritize solutions that provide users with the the ability to intervene the moment a crime begins.
Shifting from detecting and reporting incidents, to enabling real-time intervention, can help property owners regain control over their security. By addressing this issue, the security industry is setting a new standard for proactive, responsive protection that prevents theft or harm before it happens.
SSI: Finish this sentence: 2025 will be remembered as the year that the security industry…
Amir: …moves beyond passive surveillance systems to embrace proactive intervention as the standard.
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