In just over three years, a security technology provider primarily serving quick-service restaurants scaled its Noonlight-powered professional video monitoring solution from zero adoption to more than 8% of its total customer base of 30,000 locations.
Growth was primarily driven by upsell opportunities with existing customers, with professional monitoring positioned as a core component of its security strategy beyond video and analytics. Rather than relying on new customer acquisition alone, our partner found a new way to deliver value within relationships it had already built.
What began as an additional layer of protection helped the partner evolve from just providing security event visibility to offering a complete security solution from detection to response. Here’s how they did it—and how Noonlight helped them get there.
This security provider already had a strong foundation: an established reputation as a reliable video intelligence provider, rapid annual growth across distributed locations, and trusted relationships with retail and restaurant operators. But as the security landscape advanced, so did the expectations of its customers.
Video and analytics can identify risk, but end users increasingly need more than footage—they need action in the form of real-time response. This provides the confidence that someone is there to help when store admins are unable to respond, without inundating them with false alarms or costly false alarm fees.
The partner faced a challenge shared by many security companies looking to expand their scope: turning visibility into insights, and those insights into action.
Our partner needed to evolve their platform to meet these rising expectations, all without disrupting the scale already achieved.
Our partner met this challenge by integrating professional monitoring into its broader location-specific protection package. This created a natural progression for customers: from basic video to analytics and insights backed by professional monitoring and real-time response.
Rather than introducing monitoring across its entire customer base at once, the partner took a phased approach. Adoption primarily grew through:
This gradual rollout allowed customers to experience the added value of monitoring alongside the video and analytics they already used. Successful pilots could then expand to more locations, while monitoring became increasingly embedded in the partner’s broader security offering.
Instead of asking customers to adopt an entirely new security model, the partner gave them a clear next step from the technology they already knew and trusted.
During the pilot period—and even after—the majority of growth came from existing customers choosing to “level up” by adding professional monitoring to their current security setup.
That made monitoring more than a new product offering. It gave the partner another way to deepen existing customer relationships, increase the value delivered at each location, and create a clear progression within its security platform.
By positioning professional monitoring as a natural extension of video and analytics, customers could more easily understand its role in their broader security strategy. Monitoring wasn't simply another feature or add-on expense; it added an action layer to the technology they were already using.
The resulting growth also showed that new logos alone aren't the only indicator of success. For providers with an established customer base, significant opportunities can exist within the relationships they’ve already earned.
The results of this strategy weren’t incremental, and momentum hasn’t slowed. More than 8% of the partner’s 30,000-location customer base now uses professional monitoring, representing more than 3,000 locations.
What started with targeted pilots became a repeatable model for expansion, with monitoring becoming further embedded in the partner’s core offering.
For the partner, that has meant:
And for customers, the benefits extend beyond the technology itself:
What began as a pilot for existing customers evolved into a scalable growth engine in just a few years. By adding professional monitoring to an established video and analytics offering, the partner created a clear path for customers to move from simply seeing what was happening to knowing action would be taken on their behalf.
Today, that model is protecting thousands of locations—and giving the partner room to capture additional revenue within a customer base it had already earned.
