VC-1217 · East of England
Company AF
Account since 2 May 2023 · Luton · 2 branches · Buyer Vikram Sutcliffe
Sales, last 12 months
£1.79m
Gross profit
£520k
Orders placed
296
Days since last order
21
Returns rate
3.65%
Order frequency and value
Monthly orders and sales across the last 24 months.
Orders per month
24.7
Best month
£178k
Last 3 months trend
+8.3%
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 | £638,674 | £636,552 | +0.3% | 23.3% | 35.7% peer 43.2% |
| Access Control | £282,761 | £287,394 | -1.6% | 35.0% | 15.8% peer 7.8% |
| Intruder | £256,506 | £262,293 | -2.2% | 25.9% | 14.3% peer 14.9% |
| Fire | £246,156 | £240,615 | +2.3% | 29.1% | 13.8% peer 15.8% |
| Accessories | £187,871 | £200,239 | -6.2% | 42.0% | 10.5% peer 8.6% |
| Emergency Lighting | £176,922 | £180,156 | -1.8% | 31.0% | 9.9% peer 9.6% |
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
2 branches · 3 named contacts
Primary buyer: Vikram Sutcliffe, Contracts manager
Credit status
Good standing
£323,509 of £530,000 limit in use (61%)
Support enquiries
9 in the last 90 days
Technical support tickets raised by branch staff
Training attended
0 of 7 invitations
Product and installation training days
Returns rate
3.65%
Trade average is 2.1% of sales value
Installer Portal activity
9 designs · 2 proposals · 1 opportunities claimed
Last activity 9 Aug 2026
Marketing engagement
Moderate
19% average email open rate — shown only because consent is recorded
Account since
2 May 2023
East of England · Luton
Contacts
Vikram Sutcliffe
Contracts manager
contact1@companyaf.co.uk 01349 752096
Wendy Gibbons
Service manager
contact2@companyaf.co.uk 01859 614988
Daniel Lockwood
Systems designer
contact3@companyaf.co.uk 01485 722078
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.
- LinkedInEvent31 Oct 2026
Exhibited at a regional fire and security exhibition.
- LinkedInNew hire17 Oct 2026
Appointed an additional estimator to support bid volume.
- FacebookProduct post17 Sept 2026
Shared a manufacturer promotion on emergency lighting battens.
- LinkedInProject completed12 Sept 2026
Handed over a school access control and CCTV installation.
Roles advertised
Public job adverts from the company, with what each one usually signals.
Service and maintenance engineer
6 Sept 2026Luton
A single replacement role, consistent with steady trading rather than growth.
Google reviews
Public review score for the company, with the six-month trend.
4.5
from 73 Google reviews
Comments are consistent: stock availability and counter service.
Companies House
Recent register changes and filings for the company.
New office address
22 Aug 2026The registered office address was updated on the register.
Accounts filed
6 May 2026Accounts for the last financial year were filed on time.
New director
21 Jan 2026A director was appointed to the board.
Latest website news
Items the company has published on its own news page.
Accreditation renewed
27 Jan 2026Industry accreditation renewed for another three-year cycle.
Trade counter hours updated
20 Jan 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 service and maintenance engineer in Luton 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 AF: orders are 21 days late against their usual 1-day rhythm
No order for 21 days against an average of one every 1 days, on £149k a month of trade and 29% margin.
1 open action worth £149,074 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 £20,086 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 18 Emergency Downlight£3,4222026-10-28
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 Luton 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
4.5
local average 4.3
At or above the local average
Growth, year on year
-1.0%
local average -3.0%
Growing at or ahead of the area
Hiring now
Yes
local 2 of 5
Recruiting alongside local peers
| Company | Town and distance | Trades | Accreditations | Engineers | Hiring now | Recent public signal | Status | ||
|---|---|---|---|---|---|---|---|---|---|
| Installer 42 | Chelmsford1.32 miles away | CCTV, Emergency Lighting | BAFENSI | 3.5188 reviews | 26 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 50 | Chelmsford2.4 miles away | CCTV, Emergency Lighting, Fire | BAFESSAIB | 4.864 reviews | 22 | No | Strong review scores and regular project posts. | Prospect | |
| Installer 43 | Chelmsford2.94 miles away | Access Control, Intruder | NSISSAIB | 4.6101 reviews | 45 | No | Little public activity this year and no roles advertised. | Long Lever Supply customer | Already supplied |
| Installer 45 | Peterborough8.14 miles away | Emergency Lighting, Intruder | BAFESSAIB | 4.0190 reviews | 19 | Yes | Recruiting engineers, consistent with a fuller order book. | Long Lever Supply customer | Already supplied |
| Installer 38 | Norwich10.11 miles away | CCTV, Intruder | BAFE | 4.642 reviews | 38 | No | Strong review scores and regular project posts. | Long Lever Supply customer | Already supplied |
AI insights
- Company AF is losing ground to Installer 42, a Chelmsford CCTV installer that is hiring, growing and not supplied by Long Lever Supply: protect the account with a review call and add Installer 42 to the prospect list.
- Long Lever Supply supplies 4 of the 6 installers tracked in and around Luton, an estimated 88% of local equipment spend.
- 3 of 5 local installers are growing faster than this account at -1.02% 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 4
CCTV
Brand 6
CCTV
Brand 9
Fire
Brand 10
Fire
Brand 15
Intruder
Brand 13
Intruder
AI account assessment
Interpretation of the movements above, the possible causes, and the actions the sales team should take.
AI account assessment
Company AF is a top-tier trade account in East of England, buying predominantly CCTV and Access Control. Over the last 12 months they placed 296 orders worth £1.79m at 29.0% gross margin (-1.0% year on year). Returns at 3.6% 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 3.6% sit above the 2.1% trade average, which can point to specification or installation issues on recent jobs.
Only 2 proposals raised through the Installer Portal in 12 months, so the design pipeline is no longer visible to the sales team.
Prioritised action plan
Re-onboard the design team to the Installer Portal
MediumDigital team · Next 30 days
Invite to the next product training day
LowTraining team · Next training cycle