VC-1210 · Yorkshire & North East
Company AE
Account since 13 Apr 2020 · Middlesbrough · 4 branches · Buyer Yusuf Ellison
Sales, last 12 months
£1.20m
Gross profit
£327k
Orders placed
325
Days since last order
14
Returns rate
1.75%
Order frequency and value
Monthly orders and sales across the last 24 months.
Orders per month
27.1
Best month
£133k
Last 3 months trend
+11.3%
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 | £641,418 | £700,768 | -8.5% | 24.3% | 53.3% peer 43.2% |
| Intruder | £174,026 | £179,997 | -3.3% | 27.1% | 14.4% peer 14.9% |
| Emergency Lighting | £159,678 | £160,767 | -0.7% | 31.1% | 13.3% peer 9.6% |
| Fire | £153,965 | £162,291 | -5.1% | 29.2% | 12.8% peer 15.8% |
| Accessories | £72,057 | £78,876 | -8.7% | 39.8% | 6.0% peer 8.6% |
| Access Control | £2,863 | £2,850 | +0.5% | 34.9% | 0.2% peer 7.8% |
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
4 branches · 4 named contacts
Primary buyer: Yusuf Ellison, Technical director
Credit status
Good standing
£148,840 of £337,000 limit in use (44%)
Support enquiries
16 in the last 90 days
Technical support tickets raised by branch staff
Training attended
7 of 9 invitations
Product and installation training days
Returns rate
1.75%
Trade average is 2.1% of sales value
Installer Portal activity
2 designs · 5 proposals · 2 opportunities claimed
Last activity 25 Jan 2026
Marketing engagement
High
56% average email open rate — shown only because consent is recorded
Account since
13 Apr 2020
Yorkshire & North East · Middlesbrough
Contacts
Yusuf Ellison
Technical director
contact1@companyae.co.uk 01310 273883
Zoe Pemberton
Service manager
contact2@companyae.co.uk 01626 714120
Vikram Farrell
Systems designer
contact3@companyae.co.uk 01809 106859
Helen Hutchings
Systems designer
contact4@companyae.co.uk 01272 849172
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 completed12 Sept 2026
Handed over a school access control and CCTV installation.
- LinkedInEvent7 Sept 2026
Exhibited at a regional fire and security exhibition.
- FacebookProduct post23 Aug 2026
Shared a manufacturer promotion on emergency lighting battens.
- XNew service9 Aug 2026
Added out-of-hours call-out cover for maintenance customers.
Roles advertised
Public job adverts from the company, with what each one usually signals.
Estimator
21 Sept 2026Middlesbrough
A single replacement role, consistent with steady trading rather than growth.
Google reviews
Public review score for the company, with the six-month trend.
4.1
from 78 Google reviews
Comments are consistent: stock availability and counter service.
Companies House
Recent register changes and filings for the company.
Accounts filed
5 Jun 2026Accounts for the last financial year were filed on time.
New office address
30 Oct 2025The registered office address was updated on the register.
Latest website news
Items the company has published on its own news page.
Accreditation renewed
9 Aug 2026Industry accreditation renewed for another three-year cycle.
Trade counter hours updated
6 Feb 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.
Review the credit limit and invite the design team to the Installer Portal
MediumThe open advert for estimator in Middlesbrough points to growth, so more project work is likely and the limit and portal access should be reviewed.
Regional account manager · Next 30 days
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
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.
Call Company AE about the Brand 7 Beam Smoke Detector they priced on the website
Searched, not bought on the trade website: Brand 7 Beam Smoke Detector. Signal value £19,892, seen 6 days ago.
1 open action worth £19,892 a month. Closing one here logs it against the outcome tracker.
Basket gaps
Spend by product family against the median for installers of the same size. Amber is spend going elsewhere.
An estimated £93,261 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.
- Searched, not boughtBrand 7 Beam Smoke Detector£19,8922026-11-04
- Zero-result searchhybrid intruder alarm panel2026-10-30
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 data5 other installers in the same area and trades, from the fictional installer base.
Long Lever Supply share of this area
4 of 6 installers in and around Middlesbrough buy from Long Lever Supply.
2 of the installers tracked locally are not supplied by Long Lever Supply.
This account against its local peers
Google rating
4.1
local average 4.0
At or above the local average
Growth, year on year
-6.3%
local average +12.5%
Growing more slowly than the area
Hiring now
Yes
local 1 of 5
Recruiting alongside local peers
| Company | Town and distance | Trades | Accreditations | Engineers | Hiring now | Recent public signal | Status | ||
|---|---|---|---|---|---|---|---|---|---|
| Installer 99 | Sheffield2.79 miles away | Access Control, Fire, Intruder | BAFESSAIB | 3.5234 reviews | 21 | No | Steady activity: occasional project posts and maintenance offers. | Prospect | |
| Installer 106 | Sheffield2.88 miles away | CCTV, Fire | SSAIB | 4.673 reviews | 32 | No | Strong review scores and regular project posts. | Long Lever Supply customer | Already supplied |
| Installer 98 | Middlesbrough3.94 miles away | Access Control, Fire, Intruder | BAFENSISSAIB | 4.9158 reviews | 19 | Yes | Recruiting engineers, consistent with a fuller order book. | Long Lever Supply customer | Already supplied |
| Installer 93 | Leeds14.07 miles away | Access Control, Emergency Lighting | NSISSAIB | 4.192 reviews | 45 | No | Little public activity this year and no roles advertised. | Prospect | |
| Installer 92 | Sheffield15.06 miles away | CCTV, Fire, Intruder | NSISSAIB | 3.2168 reviews | 28 | No | Steady activity: occasional project posts and maintenance offers. | Long Lever Supply customer | Already supplied |
AI insights
- Long Lever Supply supplies 4 of the 6 installers tracked in and around Middlesbrough, an estimated 88% of local equipment spend.
- 5 of 5 local installers are growing faster than this account at -6.34% year on year.
- 1 of 5 local installers are recruiting, against this account's own open roles.
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 2
CCTV
Brand 4
CCTV
Brand 8
Fire
Brand 9
Fire
Brand 12
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 AE is a top-tier trade account in Yorkshire & North East, buying predominantly CCTV and Intruder. Over the last 12 months they placed 325 orders worth £1.20m at 27.2% gross margin (-6.3% year on year). CCTV purchases are down 8.5% year on year, while fire and intruder spend held broadly steady — the surveillance range looks to have moved to another distributor rather than the account closing. No immediate intervention is required, though the range mix is worth a conversation at the next review.
Possible causes
CCTV purchases are down 8.5% year on year, while fire and intruder spend held broadly steady — the surveillance range looks to have moved to another distributor rather than the account closing.
Access control is 0.2% of spend against a 7.8% peer average — the range is almost certainly being sourced elsewhere.
Prioritised action plan
Cross-sell the access control range with a site survey
HighBusiness development · Next 30 days
Invite to the next product training day
LowTraining team · Next training cycle