SimpliSafe, maker of smart home security systems, closed its previously announced sale to GTCR, a private equity firm, from Hellman & Friedman. Additionally, longtime direct-to-consumer services executives Hilary Schneider and Ty Shay have assumed the roles of CEO and president, respectively, for SimpliSafe.

Schneider succeeds Christian Cerda as CEO, and Shay joins as president to drive growth with a focus on an elevated customer experience and product offering. Both will work closely with GTCR, SimpliSafe’s founders Chad and Eleanor Laurans, and the SimpliSafe team to continue to grow the company and provide customers with home security products and services.

Schneider and Shay have a long history of successfully expanding direct-to-consumer services and technology companies. They first worked together at LifeLock, an identity theft protection company. At LifeLock, they developed a sophisticated marketing platform and built out new distribution channels to scale the subscriber count and drive sustained revenue and earnings growth.

Schneider joined LifeLock in 2012 as president before assuming the CEO role in 2016. In addition to LifeLock, Schneider was previously CEO of Shutterfly, a consumer e-commerce company, and held senior positions at Yahoo.

Shay has held senior roles at numerous direct-to-consumer brands, including Esurance, Hotwire, SquareTrade and Shutterfly.

“Hilary and Ty bring tremendous experience in scaling customer-focused businesses like SimpliSafe. I’m excited to partner with Hilary, Ty, GTCR and the entire SimpliSafe team to provide security and peace of mind to even more people,” Chad Laurans said. “Under Christian’s leadership, SimpliSafe set a new standard for what it means to protect people at home. We have an incredible foundation to build upon for the future, and I want to thank Christian for his vision and impact.”

Schneider said, “SimpliSafe has built a remarkable legacy of technology innovation and customer-centricity, setting a new standard for home security. I’m honored to lead SimpliSafe into our next chapter, advancing our mission to keep people safe. Together with Ty, GTCR, Chad and the talented SimpliSafe team, I look forward to building on this legacy of innovation, accelerating growth and continuing to elevate our award-winning customer experience.”

Tom Ehrhart, managing director at GTCR, said, “We’ve known Hilary and Ty for many years and are thrilled to welcome SimpliSafe to the GTCR portfolio as we partner with them in the company’s next phase of growth. Together with Chad and the broader management team, we look forward to advancing the company’s innovative product platform and continuing to deliver industry-leading security solutions to customers.”

Recently, SimpliSafe also introduced SimpliSafe Business Security, a suite of products and services curated to meet the unique needs of both single and multi-unit business owners.