VC-1357 · London & South East
Company AZ
Account since 3 Jun 2015 · Croydon · 1 branches · Buyer Vikram Hutchings
Sales, last 12 months
£248k
Gross profit
£70k
Orders placed
63
Days since last order
51
Returns rate
0.92%
Order frequency and value
Monthly orders and sales across the last 24 months.
Orders per month
5.3
Best month
£36k
Last 3 months trend
-32.2%
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 | £95,564 | £140,228 | -31.9% | 23.2% | 38.5% peer 43.2% |
| Fire | £57,290 | £82,983 | -31.0% | 30.0% | 23.1% peer 15.8% |
| Accessories | £35,823 | £54,426 | -34.2% | 39.3% | 14.4% peer 8.6% |
| Intruder | £33,766 | £48,887 | -30.9% | 24.5% | 13.6% peer 14.9% |
| Emergency Lighting | £24,885 | £34,679 | -28.2% | 30.6% | 10.0% peer 9.6% |
| Access Control | £728 | £1,052 | -30.8% | 34.8% | 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
1 branches · 2 named contacts
Primary buyer: Vikram Hutchings, Technical director
Credit status
Good standing
£28,612 of £40,000 limit in use (72%)
Support enquiries
12 in the last 90 days
Technical support tickets raised by branch staff
Training attended
1 of 9 invitations
Product and installation training days
Returns rate
0.92%
Trade average is 2.1% of sales value
Installer Portal activity
1 designs · 4 proposals · 0 opportunities claimed
Last activity 15 Aug 2026
Marketing engagement
Moderate
21% average email open rate — shown only because consent is recorded
Account since
3 Jun 2015
London & South East · Croydon
Contacts
Vikram Hutchings
Technical director
contact1@companyaz.co.uk 01924 344495
Yusuf Lockwood
Branch manager
contact2@companyaz.co.uk 01308 552419
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.
- XEvent5 Jul 2026
Shared a post about a supplier training day.
- FacebookProduct post5 Jun 2026
Shared a manufacturer promotion, with no further activity posted since.
- LinkedInNew service29 Mar 2026
Announced extended trade counter opening hours.
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.
3.3
from 25 Google reviews
Recent reviews mention slow call-outs and delays waiting on spare parts.
Companies House
Recent register changes and filings for the company.
Accounts filed
23 Feb 2026Accounts for the last financial year were filed late.
New office address
9 Nov 2025The registered office was changed to a residential address.
Latest website news
Items the company has published on its own news page.
Contact details updated
22 Aug 2026The site was last updated with new telephone numbers.
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 3.3 over six months, with comments about slow call-outs, so service support and spares availability are the pressure points.
Business development · Next 14 days
Re-engagement call with the named buyer before the next quarter
MediumThe last company post was 128 days ago and no roles are advertised, so the account has gone quiet publicly as well as in its ordering.
Regional account manager · Next 14 days
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 £17,659 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.
- Searched, not boughtBrand 2 5MP Turret Camera£5,0802026-10-30
- Repeat product viewBrand 26 Cable Management Trunking viewed on 3 separate days£3212026-10-30
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
2 of 6 installers in and around Croydon buy from Long Lever Supply.
4 of the installers tracked locally are not supplied by Long Lever Supply.
This account against its local peers
Google rating
3.3
local average 4.0
Below the local average
Growth, year on year
-31.5%
local average -1.8%
Growing more slowly than the area
Hiring now
No
local 3 of 5
3 of 5 local peers are recruiting
| Company | Town and distance | Trades | Accreditations | Engineers | Hiring now | Recent public signal | Status | ||
|---|---|---|---|---|---|---|---|---|---|
| Installer 12 | Croydon0.49 miles away | Emergency Lighting, Fire | SSAIB | 4.093 reviews | 4 | Yes | Recruiting engineers, consistent with a fuller order book. | Long Lever Supply customer | Already supplied |
| Installer 6 | Reading3.9 miles away | Emergency Lighting, Fire | SSAIB | 3.5127 reviews | 23 | Yes | Recruiting engineers, consistent with a fuller order book. | Prospect | |
| Installer 11 | Croydon6.51 miles away | CCTV, Fire, Intruder | SSAIB | 3.6170 reviews | 39 | Yes | Hiring field engineers and posting new contract wins. | Prospect | |
| Installer 17 | Watford6.76 miles away | Access Control, Emergency Lighting, Fire | BAFENSISSAIB | 4.9155 reviews | 34 | No | Little public activity this year and no roles advertised. | Prospect | |
| Installer 8 | Croydon7.35 miles away | Emergency Lighting, Fire | BAFENSI | 4.335 reviews | 5 | No | Little public activity this year and no roles advertised. | Prospect |
AI insights
- Company AZ is losing ground to Installer 11, a Croydon CCTV installer that is hiring, growing and not supplied by Long Lever Supply: protect the account with a review call and add Installer 11 to the prospect list.
- Long Lever Supply supplies 2 of the 6 installers tracked in and around Croydon, an estimated 42% of local equipment spend.
- 5 of 5 local installers are growing faster than this account at -31.52% 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 1
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 AZ is a developing trade account in London & South East, buying predominantly CCTV and Fire. Over the last 12 months they placed 63 orders worth £248k at 28.1% gross margin (-31.5% year on year). CCTV purchases are down 31.9% 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. The pattern is consistent with a competitive loss on one range, which is recoverable if contacted in the next few weeks.
Possible causes
CCTV purchases are down 31.9% 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 31.9% year on year (£140k to £96k), the single largest category movement on the account.
Fire fell 31.0% year on year (£83k to £57k), the single largest category movement on the account.
Intruder fell 30.9% year on year (£49k to £34k), the single largest category movement on the account.
Accessories fell 34.2% year on year (£54k to £36k), 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.
Prioritised action plan
Account review call with the named buyer
HighRegional account manager · This week
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
Re-onboard the design team to the Installer Portal
MediumDigital team · Next 30 days
Invite to the next product training day
MediumTraining team · Next training cycle