VC-1203 · Wales
Company AD
Account since 25 Oct 2016 · Swansea · 5 branches · Buyer Wendy Sutcliffe
Sales, last 12 months
£1.26m
Gross profit
£358k
Orders placed
423
Days since last order
22
Returns rate
2.61%
Order frequency and value
Monthly orders and sales across the last 24 months.
Orders per month
35.3
Best month
£140k
Last 3 months trend
-15.7%
Category mix against similar installers
Share of the account's spend by category, benchmarked against the trade base average.
| Category | Sales LTM | Prior year | Change | Margin | Share of spend vs similar installers |
|---|---|---|---|---|---|
| CCTV | £491,215 | £478,172 | +2.7% | 23.4% | 39.1% peer 43.2% |
| Intruder | £187,645 | £180,370 | +4.0% | 27.4% | 14.9% peer 14.9% |
| Emergency Lighting | £162,468 | £152,946 | +6.2% | 30.3% | 12.9% peer 9.6% |
| Fire | £161,265 | £149,494 | +7.9% | 29.2% | 12.8% peer 15.8% |
| Access Control | £150,115 | £135,443 | +10.8% | 35.2% | 11.9% peer 7.8% |
| Accessories | £103,729 | £102,806 | +0.9% | 41.1% | 8.3% peer 8.6% |
Account activity and commercial position
Everything the platform holds about this account beyond order value, including where consent has — and has not — been recorded.
Branches & contacts
5 branches · 4 named contacts
Primary buyer: Wendy Sutcliffe, Operations director
Credit status
Good standing
£115,638 of £353,000 limit in use (33%)
Support enquiries
15 in the last 90 days
Technical support tickets raised by branch staff
Training attended
4 of 9 invitations
Product and installation training days
Returns rate
2.61%
Trade average is 2.1% of sales value
Installer Portal activity
7 designs · 6 proposals · 0 opportunities claimed
Last activity 28 Jun 2026
Marketing engagement
High
59% average email open rate — shown only because consent is recorded
Account since
25 Oct 2016
Wales · Swansea
Contacts
Wendy Sutcliffe
Operations director
contact1@companyad.co.uk 01431 155171
Emma Mercer
Estimator
contact2@companyad.co.uk 01704 289501
Yusuf Jarvis
Branch manager
contact3@companyad.co.uk 01155 639700
Ian Chamberlain
Estimator
contact4@companyad.co.uk 01485 230924
Public activity and signals
The company's recent public activity, and the concrete actions it suggests. All of it is sample data, and none of it comes from an individual's personal profile.
Sample dataCompany-level public activity only, compiled from illustrative sources for this demonstration.
LinkedIn and social posts
The last 4 company posts. Company pages only, never an individual's profile.
- LinkedInProject completed25 Oct 2026
Handed over a school access control and CCTV installation.
- FacebookProduct post21 Sept 2026
Shared a manufacturer promotion on emergency lighting battens.
- XNew service20 Sept 2026
Added out-of-hours call-out cover for maintenance customers.
- LinkedInNew hire26 Aug 2026
Appointed an additional estimator to support bid volume.
Roles advertised
Public job adverts from the company, with what each one usually signals.
- No roles advertised in the last twelve months, which is itself a signal.
Google reviews
Public review score for the company, with the six-month trend.
4.3
from 86 Google reviews
Comments are consistent: stock availability and counter service.
Companies House
Recent register changes and filings for the company.
New office address
17 Nov 2025The registered office address was updated on the register.
New director
17 Sept 2025A director was appointed to the board.
Latest website news
Items the company has published on its own news page.
Team page refreshed
28 Jul 2026The company team and contact pages were updated.
Trade counter hours updated
2 Jun 2026Opening hours extended on Saturday mornings.
AI signals
The public activity above turned into the actions worth taking, each with the reason it was raised.
Invite the branch team to the next product training day
LowPublic activity shows no recent product posts from this account, so training is the lowest-friction way back into the conversation.
Training team · Next training cycle
Share the promotional list and stock availability for fast-moving lines
LowNo public activity suggests a change of direction, so a straightforward availability conversation is the sensible next step. Raised 2026-11-09.
Regional account manager · Next 30 days
How this would work live. In a live version, company posts would come from an approved social data provider or the customer's own consent, alongside Google reviews, job advert data, Companies House and website news. Links and handles would come from the customer's account record in the ERP, or be picked up automatically from the links on the installer's own website. Personal profiles are never collected.
Open actions
What the rules are saying about this account today, with the evidence and the value at stake.
Nothing is open on this account today. No rule is firing.
Basket gaps
Spend by product family against the median for installers of the same size. Amber is spend going elsewhere.
An estimated £7,720 a year of spend in these families is going to another distributor, measured against the top-tier median. The marker is the peer median.
Recent website signals
What this account has been looking at, pricing and leaving behind on the trade website.
- Zero-result searchaspirating smoke detection unit2026-11-06
- Abandoned basket9 × Brand 25 Camera Mounting Bracket, 5 × Brand 11 Addressable Fire Panel left in the basket£5,5832026-10-27
Basket, quote, search and product-view events from the trade website. None of this appears in the ERP reports.
Local competition
Other installers working the same area and trades, how this account compares with them, and where the next conversation should start. All sample data, from public business sources in a live version.
Sample data6 other installers in the same area and trades, from the fictional installer base.
Long Lever Supply share of this area
2 of 7 installers in and around Swansea buy from Long Lever Supply.
5 of the installers tracked locally are not supplied by Long Lever Supply.
This account against its local peers
Google rating
4.3
local average 3.8
At or above the local average
Growth, year on year
+4.8%
local average -0.5%
Growing at or ahead of the area
Hiring now
No
local 4 of 6
4 of 6 local peers are recruiting
| Company | Town and distance | Trades | Accreditations | Engineers | Hiring now | Recent public signal | Status | ||
|---|---|---|---|---|---|---|---|---|---|
| Installer 120 | Wrexham1.71 miles away | Access Control, Emergency Lighting, Fire | BAFENSISSAIB | 4.977 reviews | 23 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 116 | Swansea1.92 miles away | Access Control, CCTV, Fire | BAFENSISSAIB | 3.1216 reviews | 44 | No | Little public activity this year and no roles advertised. | Prospect | |
| Installer 118 | Swansea6.35 miles away | CCTV, Emergency Lighting, Fire | BAFENSISSAIB | 4.621 reviews | 35 | Yes | Recruiting engineers, consistent with a fuller order book. | Long Lever Supply customer | Already supplied |
| Installer 114 | Newport8.35 miles away | CCTV, Emergency Lighting | NSISSAIB | 3.3108 reviews | 34 | No | Little public activity this year and no roles advertised. | Prospect | |
| Installer 115 | Cardiff12.9 miles away | Access Control, Fire | SSAIB | 3.3184 reviews | 36 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 122 | Newport17.66 miles away | CCTV, Fire, Intruder | NSI | 3.9239 reviews | 36 | Yes | Hiring field engineers and posting new contract wins. | Prospect |
AI insights
- Company AD is losing ground to Installer 122, a Newport CCTV installer that is hiring, growing and not supplied by Long Lever Supply: protect the account with a review call and add Installer 122 to the prospect list.
- Long Lever Supply supplies 2 of the 7 installers tracked in and around Swansea, an estimated 49% of local equipment spend.
- 2 of 6 local installers are growing faster than this account at +4.77% year on year.
How this would work live. In a live version this would use public business data only: Companies House filings filtered by security installation SIC codes, Google business listings, and the NSI, SSAIB and BAFE public registers of approved companies. Company level only, never personal profiles.
Preferred brands and ranges
Where this account's spend sits across the manufacturer ranges.
Brand 3
CCTV
Brand 5
CCTV
Brand 7
Fire
Brand 8
Fire
Brand 13
Intruder
Brand 15
Intruder
AI account assessment
Interpretation of the movements above, the possible causes, and the actions the sales team should take.
AI account assessment
Company AD is a top-tier trade account in Wales, buying predominantly CCTV and Intruder. Over the last 12 months they placed 423 orders worth £1.26m at 28.5% gross margin (+4.8% year on year). Returns at 2.6% sit above the 2.1% trade average, which can point to specification or installation issues on recent jobs. No immediate intervention is required, though the range mix is worth a conversation at the next review.
Possible causes
Returns at 2.6% sit above the 2.1% trade average, which can point to specification or installation issues on recent jobs.
Prioritised action plan
Invite to the next product training day
LowTraining team · Next training cycle