VC-1336 · South West
Company AW
Account since 24 Dec 2018 · Bath · 5 branches · Buyer Vikram Ellison
Sales, last 12 months
£499k
Gross profit
£134k
Orders placed
117
Days since last order
2
Returns rate
1.01%
Order frequency and value
Monthly orders and sales across the last 24 months.
Orders per month
9.8
Best month
£62k
Last 3 months trend
-8.1%
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 | £245,690 | £297,762 | -17.5% | 22.9% | 49.3% peer 43.2% |
| Fire | £96,911 | £105,391 | -8.1% | 27.6% | 19.4% peer 15.8% |
| Accessories | £61,405 | £65,679 | -6.5% | 40.5% | 12.3% peer 8.6% |
| Intruder | £52,256 | £60,501 | -13.6% | 25.3% | 10.5% peer 14.9% |
| Emergency Lighting | £41,307 | £48,498 | -14.8% | 30.4% | 8.3% peer 9.6% |
| Access Control | £1,248 | £1,413 | -11.7% | 34.7% | 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
5 branches · 4 named contacts
Primary buyer: Vikram Ellison, Operations director
Credit status
Monitor
£122,054 of £152,000 limit in use (80%)
Support enquiries
7 in the last 90 days
Technical support tickets raised by branch staff
Training attended
4 of 3 invitations
Product and installation training days
Returns rate
1.01%
Trade average is 2.1% of sales value
Installer Portal activity
5 designs · 8 proposals · 1 opportunities claimed
Last activity 5 Apr 2026
Marketing engagement
Not consented
No marketing consent recorded against this account, so engagement is not reported
Account since
24 Dec 2018
South West · Bath
Contacts
Vikram Ellison
Operations director
contact1@companyaw.co.uk 01460 850545
Yusuf Quinn
Service manager
contact2@companyaw.co.uk 01680 591582
Andrew Ashworth
Branch manager
contact3@companyaw.co.uk 01860 673911
Simon Farrell
Branch manager
contact4@companyaw.co.uk 01854 418505
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 3 company posts. Company pages only, never an individual's profile.
- FacebookProject completed1 Oct 2026
Posted about a small retail CCTV refresh, the only installation update this quarter.
- LinkedInProduct post8 Sept 2026
Promoted a surveillance range that is understood to be supplied by a competing distributor.
- FacebookContract win28 Jul 2026
Announced a single small alarm maintenance contract.
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.
3.7
from 37 Google reviews
Recent reviews mention slow call-outs and delays waiting on spare parts.
Companies House
Recent register changes and filings for the company.
New director
30 Aug 2026A director resigned, leaving one active director on the register.
Accounts filed
11 May 2026Accounts were filed showing turnover broadly flat on the prior year.
Charge registered
5 Apr 2026A charge was registered in favour of a secured lender.
Latest website news
Items the company has published on its own news page.
Trade counter hours updated
10 Aug 2026The only news item posted this year, confirming reduced Saturday opening.
Services page simplified
13 Jun 2026The services page was trimmed back to core installation work.
AI signals
The public activity above turned into the actions worth taking, each with the reason it was raised.
Offer the service-tracker module and spares stock support
MediumGoogle reviews have slipped to 3.7 over six months, with comments about slow call-outs, so service support and spares availability are the pressure points.
Business development · Next 14 days
CCTV range review and price comparison for the Bath branch
HighA public post promotes a rival surveillance brand, so at least part of the CCTV range is being sourced elsewhere.
Category manager · This week
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 £77,427 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.
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
2 of 9 installers in and around Bath buy from Long Lever Supply.
7 of the installers tracked locally are not supplied by Long Lever Supply.
This account against its local peers
Google rating
3.7
local average 4.3
Below the local average
Growth, year on year
-13.9%
local average +13.3%
Growing more slowly than the area
Hiring now
No
local 6 of 8
6 of 8 local peers are recruiting
| Company | Town and distance | Trades | Accreditations | Engineers | Hiring now | Recent public signal | Status | ||
|---|---|---|---|---|---|---|---|---|---|
| Installer 21 | Exeter1.39 miles away | Access Control, Intruder | BAFESSAIB | 3.6145 reviews | 48 | No | Steady activity: occasional project posts and maintenance offers. | Prospect | |
| Installer 30 | Exeter2.63 miles away | Access Control, Emergency Lighting, Fire | BAFENSISSAIB | 4.037 reviews | 38 | Yes | Hiring field engineers and posting new contract wins. | Prospect | |
| Installer 34 | Bristol4.5 miles away | CCTV, Fire, Intruder | NSI | 3.8140 reviews | 5 | Yes | Hiring field engineers and posting new contract wins. | Long Lever Supply customer | Already supplied |
| Installer 26 | Bath7.17 miles away | Access Control, Emergency Lighting, Fire | SSAIB | 4.5205 reviews | 2 | No | Strong review scores and regular project posts. | Prospect | |
| Installer 27 | Exeter8.29 miles away | Emergency Lighting, Fire | BAFE | 4.9196 reviews | 21 | Yes | Hiring field engineers and posting new contract wins. | Prospect | |
| Installer 20 | Plymouth12.38 miles away | Access Control, CCTV, Emergency Lighting | NSI | 4.855 reviews | 39 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 36 | Taunton13.59 miles away | CCTV, Fire | NSISSAIB | 4.869 reviews | 19 | Yes | Hiring field engineers and posting new contract wins. | Prospect | |
| Installer 32 | Bristol15.03 miles away | CCTV, Emergency Lighting, Fire | NSISSAIB | 3.6133 reviews | 22 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect |
AI insights
- Company AW is losing ground to Installer 30, a Exeter access control installer that is hiring, growing and not supplied by Long Lever Supply: protect the account with a review call and add Installer 30 to the prospect list.
- Long Lever Supply supplies 2 of the 9 installers tracked in and around Bath, an estimated 24% of local equipment spend.
- 8 of 8 local installers are growing faster than this account at -13.88% 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 5
CCTV
Brand 8
Fire
Brand 10
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 AW is a mid-tier trade account in South West, buying predominantly CCTV and Fire. Over the last 12 months they placed 117 orders worth £499k at 26.8% gross margin (-13.9% year on year). CCTV purchases are down 17.5% 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 17.5% 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.
CCTV fell 17.5% year on year (£298k to £246k), the single largest category movement on the account.
Access control is 0.3% of spend against a 7.8% peer average — the range is almost certainly being sourced elsewhere.
Credit status is "Monitor" with 80% of the £152,000 limit in use.
Prioritised action plan
Cross-sell the access control range with a site survey
HighBusiness development · Next 30 days
CCTV range review and price comparison against the incumbent
HighCategory manager · Next 14 days
Invite to the next product training day
LowTraining team · Next training cycle
Credit review with finance before further supply
MediumFinance · This month