VC-1259 · Midlands
Company AL
Account since 21 May 2015 · Birmingham · 1 branches · Buyer Zoe Farrell
Sales, last 12 months
£338k
Gross profit
£99k
Orders placed
104
Days since last order
4
Returns rate
2.69%
Order frequency and value
Monthly orders and sales across the last 24 months.
Orders per month
8.7
Best month
£38k
Last 3 months trend
+16.3%
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 | £107,990 | £109,163 | -1.1% | 23.5% | 31.9% peer 43.2% |
| Fire | £75,444 | £83,598 | -9.8% | 29.2% | 22.3% peer 15.8% |
| Access Control | £55,457 | £57,309 | -3.2% | 33.9% | 16.4% peer 7.8% |
| Intruder | £43,977 | £46,974 | -6.4% | 27.5% | 13.0% peer 14.9% |
| Accessories | £32,630 | £31,774 | +2.7% | 41.6% | 9.7% peer 8.6% |
| Emergency Lighting | £22,806 | £22,122 | +3.1% | 31.4% | 6.7% 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
1 branches · 2 named contacts
Primary buyer: Zoe Farrell, Technical director
Credit status
Good standing
£41,501 of £54,000 limit in use (77%)
Support enquiries
18 in the last 90 days
Technical support tickets raised by branch staff
Training attended
5 of 3 invitations
Product and installation training days
Returns rate
2.69%
Trade average is 2.1% of sales value
Installer Portal activity
10 designs · 7 proposals · 0 opportunities claimed
Last activity 14 Nov 2025
Marketing engagement
Moderate
33% average email open rate — shown only because consent is recorded
Account since
21 May 2015
Midlands · Birmingham
Contacts
Zoe Farrell
Technical director
contact1@companyal.co.uk 01894 342677
Gareth Mercer
Estimator
contact2@companyal.co.uk 01631 889523
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 post22 Oct 2026
Shared a manufacturer promotion on emergency lighting battens.
- FacebookProduct post7 Oct 2026
Featured a wireless intruder range aimed at retrofit work.
- LinkedInProject completed2 Oct 2026
Handed over a school access control and CCTV installation.
- XNew service26 Sept 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
25 Sept 2026Birmingham
A single replacement role, consistent with steady trading rather than growth.
Google reviews
Public review score for the company, with the six-month trend.
4.3
from 158 Google reviews
Comments are consistent: stock availability and counter service.
Companies House
Recent register changes and filings for the company.
Accounts filed
23 Apr 2026Accounts for the last financial year were filed on time.
New director
24 Jan 2026A director was appointed to the board.
Latest website news
Items the company has published on its own news page.
Team page refreshed
11 Aug 2026The company team and contact pages were updated.
Trade counter hours updated
20 Mar 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 contracts administrator in Birmingham 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.
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 £18,550 a year of spend in these families is going to another distributor, measured against the developing 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.
No website activity recorded for this account in the last 14 days.
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 data8 other installers in the same area and trades, from the fictional installer base.
Long Lever Supply share of this area
3 of 9 installers in and around Birmingham buy from Long Lever Supply.
6 of the installers tracked locally are not supplied by Long Lever Supply.
This account against its local peers
Google rating
4.3
local average 3.9
At or above the local average
Growth, year on year
-3.6%
local average +8.5%
Growing more slowly than the area
Hiring now
Yes
local 4 of 8
Recruiting alongside local peers
| Company | Town and distance | Trades | Accreditations | Engineers | Hiring now | Recent public signal | Status | ||
|---|---|---|---|---|---|---|---|---|---|
| Installer 63 | Coventry0.59 miles away | Access Control, Emergency Lighting, Intruder | BAFENSISSAIB | 4.4160 reviews | 40 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 59 | Leicester1.1 miles away | CCTV, Emergency Lighting | BAFENSISSAIB | 3.165 reviews | 17 | Yes | Hiring field engineers and posting new contract wins. | Prospect | |
| Installer 69 | Nottingham3.37 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 70 | Birmingham8.24 miles away | CCTV, Emergency Lighting, Intruder | BAFENSISSAIB | 4.1165 reviews | 16 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 60 | Nottingham10.9 miles away | Access Control, CCTV | BAFENSISSAIB | 3.3197 reviews | 4 | No | Steady activity: occasional project posts and maintenance offers. | Prospect | |
| Installer 72 | Worcester12.3 miles away | Emergency Lighting, Intruder | BAFENSI | 4.347 reviews | 30 | No | Steady activity: occasional project posts and maintenance offers. | Prospect | |
| Installer 64 | Nottingham13.45 miles away | Access Control, CCTV, Fire | BAFENSISSAIB | 4.8192 reviews | 25 | No | Little public activity this year and no roles advertised. | Prospect | |
| Installer 65 | Coventry13.85 miles away | CCTV, Emergency Lighting, Fire | BAFESSAIB | 3.246 reviews | 38 | Yes | Recruiting engineers, consistent with a fuller order book. | Long Lever Supply customer | Already supplied |
AI insights
- Company AL is losing ground to Installer 59, a Leicester CCTV installer that is hiring, growing and not supplied by Long Lever Supply: protect the account with a review call and add Installer 59 to the prospect list.
- Long Lever Supply supplies 3 of the 9 installers tracked in and around Birmingham, an estimated 42% of local equipment spend.
- 7 of 8 local installers are growing faster than this account at -3.6% 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 5
CCTV
Brand 8
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 AL is a developing trade account in Midlands, buying predominantly CCTV and Fire. Over the last 12 months they placed 104 orders worth £338k at 29.3% gross margin (-3.6% year on year). Returns at 2.7% 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 2.7% 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