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MONI to Rebrand as Brink’s Home Security

Less than two years after rebranding, MONI has entered an exclusive trademark licensing agreement with The Brink’s Co.

MONI to Rebrand as Brink’s Home Security

RICHMOND, Va. — After rebranding from Monitronics to MONI less than two years ago, the company announces it has entered an exclusive trademark licensing agreement with The Brink’s Co. (NYSE:BCO).

Under terms of the agreement, the subsidiary of Ascent Capital Group (NASDAQ: ASCMA) will have exclusive use of all Brink’s trademarks related to the residential smart home and home security categories in the U.S and Canada, and Brink’s will receive minimum and growth-based royalties that will increase over time as the Brink’s Home Security brand is reintroduced.

Brink’s President and CEO Doug Pertz says,  “For over 150 years, the Brink’s name has been synonymous with trust, safety and security.  This agreement represents an exciting milestone that provides a foundation for us to further leverage an already powerful brand.  With approximately one million subscribers, MONI is one of the largest and most reputable home security companies in the U.S.  We look forward to helping them accelerate their growth as the new Brink’s Home Security.  Our shareholders will benefit from the reintroduction of the Brink’s brand into this segment through increased brand equity and recurring royalty income.”

First-year royalties are expected to total approximately $5 million and could more than double if the business grows as planned.  The agreement provides for an initial term of seven years and allows for subsequent renewal periods, subject to certain performance metrics, that extend the agreement beyond 20 years.  The rollout of the Brink’s Home Security brand, which will result in a complete rebranding of MONI, is expected to be completed in the second quarter of 2018, according to an announcement.

Jeff Gardner, MONI’s president and CEO says, “A strong brand is critical in the new era of the smart home.  Through this agreement with Brink’s, we will go to market with the number two  nationally recognized home security brand that symbolizes strength, security and most importantly, trust. The Brink’s name provides us with a more dynamic growth profile and strengthens MONI’s position as a leader in the growing smart home security market. This is truly an exciting opportunity for our employees, customers, dealers and investors.”

SSI reached out to monitoring expert and SSI Columnist Peter Giacalone to get his reaction to the announcement. Giacalone says he was surprised but believes it could be beneficial for MONI due to the recognition of the Brink’s name. “It’s a brand that resonated well when they were in the business.  I believe it will open up some significant opportunities for MONI from a marketing and sales perspective. May even become a strong tie in for their DIY business.”

When asked why Monitronics pulled the plug on MONI so fast, he says, “I would think it was more of moving on an opportunity.  The MONI brand really had no great impact or history.  It was a good thought at the time, but pales in comparison to resurrecting the Brink’s brand.  I am a strong advocate of branding.  I was both a licensee of Smith and Wesson and later in years a consultant for Smith and Wesson when we brought the brand back to security.  This I believe is even a better use of a license arrangement.”

During a Q2 earnings call last year, Gardner said the company was on track to end 2017 with the highest percent of customers under an extended contract in the last three years. However, the company had to contend with a rising attrition rate.

It said it wanted to create “stickier” customers with new interactive services. For example, customers who subscribe to the company’s HomeTouch smart home services are proving to be more engaged and exhibit better attrition characteristics. It will be interesting to see how or if MONI’s offerings will change after the rebrand.

In 2008, Brink’s spun-off its home security division into what would eventually become Broadview Security. That was then acquired by Tyco Int’l for $2 billion in 2010 and then folded into ADT’s operations.

Anna Sliwon, research analyst at IHS Markit, tells SSI how the return of Brink’s may affect the market:

Brink’s Security, since its establishment in 1983 managed to become over the next 25 years a household name, capable of competing with ADT. In 2010 it had around 1.3 million subscribers which put it at a similar level to where MONI is now. When it was acquired by ADT in 2010, it helped solidify ADT’s number one position on the American home security and monitoring market. Even though Brink’s Security was then rebranded to Broadview, the sentiment of a familiar household brand still lingered on.

If the profit and growth plans expected from the licensing agreement realise, MONI will be able to compete with ADT on a better level. This may lead to price competition, which could improve overall residential market penetration in monitoring services. However, MONI finds itself increasingly competing against non-traditional entrants to the home security market such as Comcast, Time Warner and AT&T whose exposure to potential customers is enormous, and will present challenges of its own.

Sliwon also points out that the rebrand can essentially be seen as a less expensive form of marketing.

“The American public is very familiar with the ADT family of products which makes further market penetration difficult, without massive media and direct marketing efforts, which can be very expensive,” she says. “Rebranding to Brink’s can be seen as a practical decision that will allow MONI to capitalize on end users’ familiarity with Brink’s products and services, while allowing to continue their business’ positive results.”

SSI Senior Editor Rodney Bosch recently spoke to MONI’s president and CEO Jeff Gardner about how the deal went down. You can read all about it here.

About the Author

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Steven A. Karantzoulidis is the Web Editor for Security Sales & Integration. He graduated from the University of Massachusetts Amherst with a degree in Communication and has a background in Film, A/V and Social Media.

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16 Responses to “MONI to Rebrand as Brink’s Home Security”

  1. […] Sales & Integration reported that after rebranding from Monitronics to MONI less than two years ago, MONI became the exclusive licensee of the Brink’s Home Security […]

  2. Stephane Paquet says:

    But a saw some ads who said Brinks Security as now know has Broadview Security?

    • Russell Lalonde says:

      The monitored residential security platform is quickly becoming a dinosaur and it threatens to fail if there is not something new very soon that will make customers keep paying that monthly fee. This new generation is not opposed to wireless, mounting their own equipment, and having their security system notify their personal electronic devices instead of using a central station service based platform. With the advent of Apple’s Smart Home, Samsung’s Smartthings, and similar players that provide the smart device service control at no charge, we will see the transition very soon through attrition. These companies that rely on residential only revenue may be gone sooner than expected or gobbled up by the major players like ADT, and with that minimizing of options and not being able to get away from a company you have had a bad experience with, will push customer quicker into this new platform.

  3. Ding Decena says:

    Monitronics has the poorest customer service. How will this rebranding affect us paying customers who are not happy with moni and can not get out of thier shady contract?

  4. Brenda says:

    Interesting, I have not had a problem with Moni and I have been with them over seven years.

  5. Gerald Brown says:

    I have not had a problem with Mini and also have been with them 7 yrs.

  6. Maria Diaz says:

    I have been a customer of Moni for many, many years and I’ve never had a problem.

  7. John McIntyre says:

    will Brinks change yard sign, door stickers on Moni customers?how will this change impact customer?

  8. I have been trying to get a billing problem resolved for 2 months now, They admitted it was there error and assured me that it was fixed. I no longer have Moni service but the billing issues continue to this day. I am on hold now waiting to talk to a representative and have been for 45 minutes now.
    My advice is to stay away from these guys and there new Brinks name. It’s the same inefficient organization and there are other efficient security companies who will be a much better choice.

  9. Bob says:

    Moni has always been responsive when I needed to call for anything. Called just now after they sold out to Brinks, and have been on hold for over 8 minutes to talk to the new “Brinks”. This sucks!

  10. Bob says:

    Still on hold after 24 minutes with Brinks: The recoded message says “Currently all of our team member are assisting other customers”.

    This is the WORST customer service I’ve ever encountered. I signed on with Monitronics because they were good. Brinks purchased them and now what???? 25 minutes on hold??? WTF???????????????????????

  11. Yourdaddy says:

    You people claiming there are all of a sudden long wait times are idiots. BRINKS did not buy Moni. BRINKS licensed the name to Moni. That means it’s the same company it was a couple days ago with a fancy new website, logo and likely higher rates in the future to cover the royalty payments. Idiots. Idiots.

  12. Barbra says:

    I just renewed with Moni and no one advised me that they were in the process of changing. I am upset that I wasn’t told so I could have the option of changing.

  13. audrey o. daniels says:

    I was not informed that MONI was changing to Brink. Why?

  14. Robert Lind says:

    I canceled my service with Monotronics on July 26 2015 to my surprise they are still deducting from my checking account ,more than I was paying before I believe that they owe me a refund
    My contract with them ended before I called and canceled the account I haven’t had a landline since then so how can they monitor my home
    Any ideas

  15. Contract Reader says:

    Review the terms of your contract and if it automatically renewed and if your termination was required to be in writing. It amazes me how many people do not read what they sign.

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