Alula, a provider of smart security and automation systems, has updated its tagline and website to better emphasize that professional installers are central to the company’s go-to-market strategy.

Previously known for “Simplifying Security,” the company has changed its tagline for 2020 to highlight “Professional Smart Security.” While ease of installation is still an important part of its value to customers, Alula says the new tagline reinforces that the company only sells to professional installers and differentiates it from numerous DIY offerings that have entered the marketplace.

“Over the past few short years, we have seen a number of marketing companies enter the security space with DIY offerings that go around the professionals who made this business great,” says Alula CEO Brian McLaughlin.

“Alula was built on and has always been committed to maintaining a partnership with the professional dealer and installer community. We still believe that the best security is provided by local professionals.”

Along with the new tagline, the company launched a new website at alula.com (previously alula.net.). Like the new tagline, the refreshed website is an expression of Alula’s professional-first mindset. The website, designed specifically for professional security installers, includes several tools and programs to enhance profitability.

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The company lists the following as new website features:

• An interactive demo showing the breadth of Alula’s solutions
• Easy access to all key information for product features, SKUs and technical sheets
• Rebate programs for professionals to help them capture new business
• A newly launched program that rewards referrals
• Resources that include install guides and a robust library of webinars

“Alula is the first all-in-one hardware and interactive services provider that is 100% focused on professional partners,” says McLaughlin. “This refresh of the Alula brand puts our partners front and center and reminds their customers of the value of hiring a trusted local security consultant.”

This article originally appeared on our sister publication Security Sales & Integration‘s website.