Former AlarmForce Founder Matlin Launches Another Home Alarm Company

Think Protection will target residential customers in Canada and the United States with interactive services.

MARKHAM, Ontario, Canada – Joel Matlin, founder of AlarmForce, has announced the official launch of Think Protection, his third start up security company.

Matlin founded his first company, Frisco Bay Industries, in 1969, which he operated for 19 years before selling it to Stanley Works for $45 million in 2004. Matlin then founded AlarmForce, which he led from a start up to a public company with a market cap of more than $130 million.

Matlin served as president and CEO of AlarmForce, but was abruptly fired in July 2013 after a unanimous vote by the company’s board. Matlin later sued the company for more than $11 million, saying he was wrongfully dismissed and alleging age discrimination was a reason. Soon after he launched Matlin Creative, a marketing and business consulting firm to the alarm industry.

Matlin is re-entering the home alarm marketplace with his son Adam Matlin, who for seven years spearheaded the sales and marketing divisions of AlarmForce. Adam Matlin was also fired from AlarmForce at the same time his father was terminated.

Joel Matlin will service as CEO of Think Protection, while Adam Matlin will assume the roles of COO and CMO. Serving customers in Canada and the United States, Think Protection will offer “a feature rich home alarm system for only $199.99, with monitoring for only $12.99/month,” according to a press release. There is no annual contract. Remote arming and disarming through smartphone will be included free with every system. Full home automation capabilities will be available for $49.99 upfront and an additional $1.99 per month, according to the press release.

“I am absolutely thrilled to be back in the alarm business and very excited about Think Protection. Our value proposition is hands down the most competitive in the industry,” Joel Matlin says. “I am confident that with our expertise we will make a significant impact in the home alarm space.”

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