Alternative Ballistics Corporation, best known for its less-lethal firearm attachment The Alternative®, has refreshed its digital presence with a new website and branding push. The redesign underscores the company’s evolving mission: advancing public safety while reducing risk in high-stakes encounters.

But the bigger news? The company isn’t stopping at law enforcement. Alternative Ballistics is now preparing a civilian version of its flagship tech for the home-defense market.

A Brand With a Broader Mission

The updated website introduces new corporate colors, sharper messaging, and a more modern look. Beyond aesthetics, it aims to clarify how The Alternative works and address common misconceptions.

“Our new website not only represents a visual transformation but also a renewed effort to communicate who we are and the positive social impact that we are driving,” said CEO Steve Luna. “It allows us to explain how our solution empowers officers and communities alike by reducing risk in critical incidents.”

The site also highlights the company’s growing roster of international partners, signaling that Alternative Ballistics has global ambitions.

From Police to the Public: The Home Defense™

The company’s next act could be its most disruptive. Luna confirmed plans to release The Home Defense™, a consumer-grade version of its less-lethal technology.

Originally built for law enforcement, the system works by attaching to a firearm to deliver stopping power without lethal consequences. The goal: give homeowners a defensive option that prioritizes safety while still deterring threats.

“With our upcoming consumer product, we’re giving families meaningful protection without the risks and trauma associated with lethal force,” Luna explained. “It’s a ‘less-lethal-first solution’ that reduces liability without surrendering your weapon.”

Why It Matters

The move comes as debates over policing, gun violence, and responsible self-defense continue to intensify worldwide. While tasers and pepper spray are widely available alternatives, The Home Defense™ offers a firearm-compatible solution that sits somewhere between deterrence and deadly force.

For law enforcement, The Alternative has already been pitched as a risk-mitigation tool, designed to reduce fatalities and liability in volatile encounters. For civilians, the same tech could reshape conversations around what “responsible gun ownership” looks like.

The Bigger Picture

Alternative Ballistics’ expansion reflects a broader trend in public safety tech: the push for solutions that balance personal protection with reduced harm. The new website is part of a brand refresh, but the company’s pivot toward consumers suggests its future may lie not just in police departments, but in living rooms.

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