DirecTV Sells DIY Wireless Security Pioneer LifeShield to Private Equity Firm
Hawk Capital Partners has appointed David Tanzer as CEO of LifeShield.
DirecTV’s decision to divest LifeShield comes after the satellite-TV company merged with AT&T in 2015.
LANGHORNE, Pa. — Hawk Capital Partners has acquired DIY wireless home security company LifeShield from DirecTV for undisclosed terms.
Founded in 2004, LifeShield claims to have designed the first wireless, self-installed home security offering. The company was acquired by DirectTV in 2013 for undisclosed terms.
Hawk Capital Partners has appointed David Tanzer as 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, according to an announcement.
Mike Hagan, the managing partner of Hawk Capital Partners, owned (along with a group of investors) and operated LifeShield prior to its sale to DirecTV. According to Hagan, DirecTV tripled LifeShield’s subscribers during its ownership although he did not provide a figure.
DirecTV’s decision to divest LifeShield comes after the satellite-TV company merged with AT&T in 2015. AT&T markets and sells its own home security and automation platform, called AT&T Digital Life.
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“After AT&T acquired DirecTV and decided to divest LifeShield, I leapt at the opportunity to own this great technology and brand once again,” says 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 DirectTV’s ownership, we look forward to rapid growth in the years ahead.”
In his new role, Tanzer plans to increase LifeShield’s customer base through digital and traditional direct marketing channels, as well as other marketing partnerships.
Prior to his role at LifeShield, Tanzer served in executive positions with several private equity and venture-capital backed companies, including The Noodle Companies, GT Brands and Primedia Consumer Magazines.
“Wireless DIY has been the fastest-growing part of the 25 million household monitored home security market, and LifeShield has long been a technology innovator, with more than 20 patents,” he says. “We have invested in inventory to triple our customer base in 2-3 years.”
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