For decades, AV integrators have been trusted to design and deliver the systems that bring spaces to life — boardrooms, classrooms, entertainment venues and beyond. But as client expectations evolve, one truth is becoming unavoidable: security is no longer a separate conversation.
More and more, customers are looking for integrated solutions where AV and security systems work together. This convergence is reshaping the industry landscape for dealers and distributors alike. What were once separate sectors now intersect regularly, leading to innovations like video-enabled access control and unified management platforms that control both functions seamlessly.
For AV integrators, this convergence isn’t just a technical challenge; it’s a business opportunity. Done right, expanding into security can protect existing accounts, generate recurring monthly revenue (RMR), and future-proof your business against competitors who already bundle AV + security. The question is not if AV and security will merge, but how quickly integrators adapt.
Why Security Matters for AV Integrators
AV projects have traditionally been driven by one-off installations and refresh cycles. Integrators design, build, and deliver, then wait for the next project. Security, however, has long been built on recurring monthly revenue — monitoring, service agreements, cloud subscriptions and long-term support.
For AV firms, moving into security introduces a whole new revenue model: one that stabilizes cash flow, deepens customer relationships and increases enterprise value. In an environment where hardware margins are shrinking, these recurring streams are becoming the backbone of profitability. We regularly hear from dealers that recurring revenue has changed how they forecast and invest — it gives them a buffer and a growth engine. That stability is something AV integrators can’t afford to overlook.
Offense and Defense: Two Reasons to Act
Expanding into security is not just about chasing new opportunities — it’s also about protecting what you already have.
- Offense (Growth): Offering security positions your company to win bigger projects. Consider a university modernizing lecture halls. If the same bid package includes surveillance or access upgrades, the integrator who can handle both will stand out.
- Defense (Retention): At the same time, not offering security leaves accounts exposed. We’ve seen competitors enter through the “security door” and gradually expand into AV. Once another firm controls both, it’s hard to win that client back.
The bottom line: bridging into security strengthens your market position while expanding your growth potential.
Practical Steps to Get Started
From our experience supporting integrators, the most successful transitions begin with small, deliberate steps:
1. Audit Current Clients – Identify where security needs are already emerging. Clients often drop hints: a school asking about cameras, a corporate client inquiring about access control.
2. Train Your Team – Even foundational training in compliance, codes and system design goes a long way toward building credibility with clients and inspectors.
3. Start Small – Pilot manageable add-ons like a few cameras in a conference space or a simple access system. Each project builds technical confidence.
4. Bundle Services – Tie security to service agreements and monitoring from day one. This not only creates RMR but also sets expectations for ongoing partnership.
5. Leverage Existing Skills – AV teams already understand cabling, networking and user experience — all critical components of security deployments.
Choosing the Right Partners
No integrator makes this move alone. Security is mission-critical, and the right partnerships can mean the difference between frustration and success.
Manufacturers: Look for manufacturers with AV-friendly products, strong training and cloud-based platforms. These reduce friction for your technicians.
Representative Firms: A good rep firm is more than a sales channel. The best ones act as an extension of your business — providing demos, technical support and real-world insight into what works across multiple dealers.
Peer Networks: Industry groups and associations where AV and security converge are invaluable. Shared lessons can save time and prevent mistakes. With the right support, AV integrators can scale confidently into security while reassuring clients they’re backed by an experienced ecosystem.
Best Practices for Streamlined Deployments
When AV and security intersect, friction often comes not just from technology, but from process. These best practices reduce delays and improve outcomes:
Align Early: Security often involves permits and compliance that AV teams may not anticipate. Engaging security stakeholders early keeps projects on schedule.
Simplify Interfaces: End users crave simplicity. Unifying dashboards and controls improves usability and reduces support calls.
Plan for Service: Security systems can’t afford downtime. Integrators who bake in service responsiveness from the proposal stage earn trust and long-term loyalty.
Looking Ahead: A Converged Future
This convergence isn’t a passing trend — it reflects the reality that clients want fewer vendors, tighter integrations, and solutions spanning communication, collaboration and safety. For integrators, this is both an opportunity and a warning.
Those who embrace convergence will strengthen client relationships, grow recurring revenue and build resilience against market shifts. Those who delay risk losing accounts to competitors who deliver on unified expectations.
Key Takeaways for AV Executives
● Security creates recurring revenue — a foundation for long-term profitability.
● Expansion is offensive and defensive — it grows revenue while protecting accounts.
● Partnerships accelerate success — leverage manufacturers, reps and peers.
● Start small, learn fast and bundle services — momentum matters more than perfection.
Final Thought
Bridging the gap between AV and security isn’t about abandoning what you know — it’s about extending your expertise into an adjacent, high-value category. With the right partners and mindset, integrators can turn convergence into a competitive advantage, ensuring their businesses remain profitable, relevant and indispensable.
Matthew Dagoc is the Marketing Coordinator at Keller & Associates, a manufacturers’ representative firm with over 60 years of experience serving the low-voltage and custom AV industry. Based in Amityville, NY, Keller & Associates partners with manufacturers, distributors and dealers to deliver innovative solutions, technical training, and analytics-driven marketing support across security, AV and low-voltage markets.
