For some, shopping for a home security system stalls at the starting line. They want to start small, stay flexible, and build protection on their own terms. But they also want a trusted company of proven professionals to have their back when it matters most.
Meeting that need is the foundation of the new ADT Blu DIY security system.
Instead of asking customers to make a big, upfront decision, ADT Blu meets them with a simple question: What do you need right now?
Rebuilding the starting point
Customer interest in home security is growing, but research finds the path to a system can still hit some roadblocks. According to ADT research conducted in March 2026, the top barriers for customers show up early in the process, including not knowing which system to choose and concerns about setup complexity. Other industry studies echo the same issues. This can result in people knowing that security matters but hesitating to take the first step.
That hesitation point is where ADT wanted to help.
“It isn’t about convincing people they need security; it’s about removing friction so they can actually act on it,” says Elizabeth Phillibert, ADT’s Senior Manager of Consumer & Category Insights. “With ADT Blu, we’re knocking down those barriers and expanding access to home security — making it easier for people to affordably purchase and install a system that works for them.”
Built for real life, not perfection
A DIY security customer looks different than one looking for professional installation. They skew younger, are more likely to rent and often have kids at home. They’re in transition, juggling priorities and want flexible solutions.
They’re also more self-directed. About 68% rely on online platforms for guidance, researching and building solutions their own way.
ADT Blu meets them there.
“As the DIY customer has evolved, so has what they expect,” says Aaron Miller, ADT’s Vice President of DIY Business. “They’re independently minded, tech savvy and want a flexible solution that fits them. ADT Blu delivers that — whether they’re just starting out or adding more over time.”
Customers can begin with a single device, choose how they want to monitor their system and expand it as their needs change — without having to start over.
In this way, ADT Blu removes the pressure to get everything right up front. Instead, buyers can start small — one device, one moment of protection — and build from there.
What begins as a simple setup can grow into a more complete system over time, with ADT’s expertise and dependable protections supporting customers at every stage.
“Once a customer tries ADT, and we build trust with them, we feel confident they will grow with us,” Phillibert says. “From the start, we want customers to know they’ve got this — and ADT has their back.”
Start building your ideal system at major online retailers or adt.com/blu.