VC-1252 · Midlands
Company AK
Account since 27 Jan 2020 · Stoke-on-Trent · 4 branches · Buyer Rachel Ingram
Sales, last 12 months
£749k
Gross profit
£212k
Orders placed
186
Days since last order
9
Returns rate
2.94%
Order frequency and value
Monthly orders and sales across the last 24 months.
Orders per month
15.5
Best month
£76k
Last 3 months trend
+1.4%
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 | £380,063 | £368,111 | +3.3% | 23.6% | 50.8% peer 43.2% |
| Accessories | £112,665 | £107,456 | +4.8% | 41.9% | 15.1% peer 8.6% |
| Fire | £97,794 | £95,930 | +1.9% | 29.6% | 13.1% peer 15.8% |
| Intruder | £87,661 | £85,041 | +3.1% | 26.6% | 11.7% peer 14.9% |
| Emergency Lighting | £68,543 | £67,779 | +1.1% | 32.4% | 9.2% peer 9.6% |
| Access Control | £2,043 | £2,039 | +0.2% | 37.0% | 0.3% 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: Rachel Ingram, Contracts manager
Credit status
Good standing
£80,290 of £192,000 limit in use (42%)
Support enquiries
17 in the last 90 days
Technical support tickets raised by branch staff
Training attended
4 of 7 invitations
Product and installation training days
Returns rate
2.94%
Trade average is 2.1% of sales value
Installer Portal activity
13 designs · 14 proposals · 2 opportunities claimed
Last activity 5 Apr 2026
Marketing engagement
Low
15% average email open rate — shown only because consent is recorded
Account since
27 Jan 2020
Midlands · Stoke-on-Trent
Contacts
Rachel Ingram
Contracts manager
contact1@companyak.co.uk 01648 814670
Gareth Kaur
Systems designer
contact2@companyak.co.uk 01232 170117
Andrew Ingram
Systems designer
contact3@companyak.co.uk 01692 724138
Ian Chamberlain
Systems designer
contact4@companyak.co.uk 01524 145501
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.
- FacebookProduct post26 Oct 2026
Shared a manufacturer promotion on emergency lighting battens.
- LinkedInNew hire20 Oct 2026
Appointed an additional estimator to support bid volume.
- LinkedInProject completed15 Sept 2026
Handed over a school access control and CCTV installation.
- XNew service24 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.
Contracts administrator
24 Jul 2026Stoke-on-Trent
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 146 Google reviews
Comments are consistent: stock availability and counter service.
Companies House
Recent register changes and filings for the company.
New office address
8 Jul 2026The registered office address was updated on the register.
Accounts filed
8 Mar 2026Accounts for the last financial year were filed on time.
New director
2 Jan 2026A director was appointed to the board.
Latest website news
Items the company has published on its own news page.
Accreditation renewed
17 Apr 2026Industry accreditation renewed for another three-year cycle.
Team page refreshed
22 Mar 2026The company team and contact pages were updated.
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 contracts administrator in Stoke-on-Trent 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.
Review pricing and range mix with Company AK: margin is down 3.3 points
Gross margin of 25.4% over the last two months against 28.7% across the previous six, on £66k a month of sales.
1 open action worth £2,202 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 £75,991 a year of spend in these families is going to another distributor, measured against the mid-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.
- Repeat product viewBrand 16 Emergency Inverter Module viewed on 4 separate days£7752026-10-29
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 data7 other installers in the same area and trades, from the fictional installer base.
Long Lever Supply share of this area
5 of 8 installers in and around Stoke-on-Trent buy from Long Lever Supply.
3 of the installers tracked locally are not supplied by Long Lever Supply.
This account against its local peers
Google rating
4.5
local average 4.1
At or above the local average
Growth, year on year
+3.1%
local average +9.7%
Growing more slowly than the area
Hiring now
Yes
local 2 of 7
Recruiting alongside local peers
| Company | Town and distance | Trades | Accreditations | Engineers | Hiring now | Recent public signal | Status | ||
|---|---|---|---|---|---|---|---|---|---|
| Installer 63 | Coventry3.08 miles away | Access Control, Emergency Lighting, Intruder | BAFENSISSAIB | 4.4160 reviews | 40 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 68 | Birmingham3.96 miles away | Emergency Lighting, Fire, Intruder | SSAIB | 3.5113 reviews | 44 | No | Steady activity: occasional project posts and maintenance offers. | Long Lever Supply customer | Already supplied |
| Installer 61 | Stoke-on-Trent8.66 miles away | CCTV, Emergency Lighting, Intruder | BAFE | 3.323 reviews | 8 | No | Little public activity this year and no roles advertised. | Prospect | |
| Installer 62 | Leicester10.33 miles away | Access Control, CCTV, Fire | BAFENSISSAIB | 4.323 reviews | 28 | Yes | Hiring field engineers and posting new contract wins. | Long Lever Supply customer | Already supplied |
| Installer 69 | Nottingham10.71 miles away | Emergency Lighting, Intruder | BAFENSISSAIB | 4.2123 reviews | 42 | No | Steady activity: occasional project posts and maintenance offers. | Long Lever Supply customer | Already supplied |
| Installer 64 | Nottingham15.05 miles away | Access Control, CCTV, Fire | BAFENSISSAIB | 4.8192 reviews | 25 | No | Little public activity this year and no roles advertised. | Prospect | |
| Installer 55 | Worcester16.25 miles away | CCTV, Fire | NSISSAIB | 3.9158 reviews | 11 | No | Steady activity: occasional project posts and maintenance offers. | Long Lever Supply customer | Already supplied |
AI insights
- Company AK is losing ground to Installer 63, a Coventry access control installer that is hiring, growing and not supplied by Long Lever Supply: protect the account with a review call and add Installer 63 to the prospect list.
- Long Lever Supply supplies 5 of the 8 installers tracked in and around Stoke-on-Trent, an estimated 88% of local equipment spend.
- 5 of 7 local installers are growing faster than this account at +3.09% 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 6
CCTV
Brand 2
CCTV
Brand 7
Fire
Brand 10
Fire
Brand 15
Intruder
Brand 12
Intruder
AI account assessment
Interpretation of the movements above, the possible causes, and the actions the sales team should take.
AI account assessment
Company AK is a mid-tier trade account in Midlands, buying predominantly CCTV and Accessories. Over the last 12 months they placed 186 orders worth £749k at 28.3% gross margin (+3.1% year on year). Access control is 0.3% of spend against a 7.8% peer average — the range is almost certainly being sourced elsewhere. No immediate intervention is required, though the range mix is worth a conversation at the next review.
Possible causes
Access control is 0.3% of spend against a 7.8% peer average — the range is almost certainly being sourced elsewhere.
Returns at 2.9% sit above the 2.1% trade average, which can point to specification or installation issues on recent jobs.
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