“Hi, I’m Joel Matlin, president of AlarmForce.”
It echoes in our heads from the cheap advertising spots of daytime television; AlarmForce has been a Toronto business staple, kind of like Oliver’s Jewelers and Honest Ed’s. Unfortunately, those beloved ads have come to an end: founder, president and CEO Joel Matlin was terminated after a “strategic review” by the company’s Board of Directors. “I should not have been let go,” Matlin said. “I believe it was done not in the best interest of shareholders and it’s a political manoeuvre on the part of the board. It’s not something I anticipated at all, quite frankly. I’m as shocked as everyone else is.”
Founded in Toronto in 1988, AlarmForce has expanded to the United States and now boasts over 250,000 subscribers. They launched their much-lauded two-way voice alarm system in 1991 and AlarmCare, a personal emergency response system in 2008. The company posted $24 million in revenue this year.
To learn more, call ONE EIGHT HUNDRED TWO SIX SEVEN TWO THOUSAND AND ONE. ALAAAAAAAARM FORCE.
AlarmForce is listed on the TSX.
[via Toronto Star]
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Vidal Wu is an intern at Toronto Standard. You can follow him on Twitter at @vidalwuu.
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