From February 24 to 27, the halls of IFEMA Madrid once again became the meeting point for the security industry with a new edition of SICUR. Among technology solutions, live demos, and industry debates, one booth stood out as a hub of professional conversation: SoftGuard’s, which shared a strategic space with its official distributor in the Iberian region, Mundicam.
The scene wasn’t just commercial—it was symbolic. Right at the booth, the Benefits Club was officially launched, a program designed to reshape one of the industry’s most sensitive equations: profitability.
The concept is straightforward—and disruptive in its approach: companies purchase equipment and technology through Mundicam, each transaction generates automatic cashback, that balance accumulates in favor of the company, and it can be directly applied to the subscription of ULTRA by SoftGuard.
The result was as clear as the message repeated throughout the booth: your hardware investment funds your software. In some cases, the SoftGuard team explained, the platform cost can be significantly reduced—or even fully covered.
For monitoring centers and security companies, this model represents more than a commercial incentive: it’s a path to diversify services, improve margins, and accelerate technological transformation without straining cost structures. Both existing SoftGuard users and companies outside the ecosystem can join the program.
The conference agenda was also a major highlight. In the first session, titled “Is Your Municipality Prepared to Prevent, Act, and Protect?”, Fernando Sánchez Doncel, Strategic Director of the company, addressed public sector leaders directly.
The concept is straightforward—and disruptive in its approach: companies purchase equipment and technology through Mundicam, each transaction generates automatic cashback, that balance accumulates in favor of the company, and it can be directly applied to the subscription of ULTRA by SoftGuard.
The result was as clear as the message repeated throughout the booth: your hardware investment funds your software. In some cases, the SoftGuard team explained, the platform cost can be significantly reduced—or even fully covered.
In a context where urban security increasingly demands coordination, real-time data, and integrated response capabilities, the presentation emphasized the need for platforms that connect video surveillance, monitoring, emergency protocols, and intelligent analytics. It wasn’t just about technology—it was about data governance and operational capacity.
The second conference, led by Alfonso Rubio Peinado, officially introduced SOF.IA, the company’s new artificial intelligence.
Far from typical AI rhetoric, the demonstration was practical: reducing false alarms, providing contextual event analysis, and automatically prioritizing incidents. The promise is concrete: turning large volumes of signals into actionable intelligence for operators and security managers.
In an industry where response time is critical, intelligent automation is no longer a competitive advantage—it’s becoming an operational requirement.
The booth also featured an institutional moment. SoftGuard presented an award to Mundicam in recognition of its commitment as the official channel in the Iberian region, highlighting a partnership built on trust and shared market development.
Another recognition went to Secury360, introduced as a strategic technology partner. Their collaboration integrates video, audio, and artificial intelligence with a shared goal: turning every event into precise, actionable information—fewer false alarms, more context, and better decisions.
Beyond the booth and conferences, SoftGuard’s presence at SICUR also gained media attention. CEO Daniel Banda was interviewed by Delta13News to address a particularly sensitive challenge in Spain: closing the gap between detected risks of violence against women and effective protection.
The reflection was clear. Today, technology allows risks to be identified with greater precision than ever before. The real challenge is transforming that detection into a concrete, agile, and truly protective response.
In this context, the vision behind Purple Code was explored: turning technological innovation into a real tool for care and prevention—where an alert is not the end of the process, but the beginning of an effective intervention.
SoftGuard’s participation at SICUR went beyond showcasing solutions. It was a strategic statement: technological integration, applied artificial intelligence, cost-optimizing business models, and a vision that spans both private sector needs and public safety.
At a time when the industry is asking how to become more efficient, more preventive, and more profitable, the message from the shared booth with Mundicam was clear: the technology is ready. The challenge now is using it to create real impact.
