What Advanced Fire Protection does

Advanced Fire Protection (trading as AFP Wales) is a Wales-based, B2B fire safety services company that designs, installs, and maintains fire protection systems for commercial and industrial customers across the UK. Its portfolio spans addressable, conventional, and wireless fire alarm systems (BS 5839-1), fire extinguishers (BS EN3), emergency lighting (BS 5266), fire doors and exits (BS 8214, IFC-certified), passive fire protection and firestopping (FIRAS-approved), wet and dry risers (BS 9990), sprinklers, fire signage (BS 5499), and specialized kitchen (ANSUL) and gas suppression (BS EN 15004, ISO 14520 room integrity testing) systems. The company also delivers PAS 79 fire risk assessments and accredited fire warden and fire safety training.

AFP operates a services-led business model combining one-time installation projects (backed by a 10-year guarantee) with recurring inspection and maintenance agreements and a 24/7 manned emergency callout facility. Pricing is quote-based and tailored per engagement. The company is a subsidiary of LS Fire Group (UK arm of London Securities plc, 90+ years operating history, 25,000+ clients across Europe), which provides AFP with nationwide UK reach through partner brands, manufacturing capability, and shared certifications. Customers span government, healthcare, education, property management, retail, hospitality, housing associations, and industrial/warehouse end-markets, with sales driven by a dedicated direct sales team, SEO-optimized website content, and inbound quote requests rather than third-party resellers.

Name

Advanced Fire Protection

Legal name

Advanced Fire Protection

Website

https://afpwales.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Advanced Fire Protection (AFP Wales) designs, installs, and maintains fire alarm, extinguisher, suppression, door, and emergency lighting systems for commercial and industrial customers across Wales and the wider UK, operating as a BAFE-certified regional subsidiary of LS Fire Group.

Ownership category

akta.pro rank

Product category

Fire Protection Services

NAICS

Security Systems Services (56162), Security Systems Services (except Locksmiths) (561621)

akta.pro primary industry

Fire Alarm Systems (Design/Install/Service/Monitoring) (BPABAHAA)

akta.pro secondary industries

Fire Protection Systems Contracting (Sprinklers, Alarms, Suppression) (IMAFALAD), Fire & Smoke Dampers / Firestopping / Passive Fire Protection Services (BPABAHAE), Fire Sprinkler & Standpipe Systems (Design/Install/Service/Testing) (BPABAHAB), Fire Door, Firestop & Passive Fire Protection Inspection/Installation (IMAIAJAJ), Fire & Life Safety Systems (Alarms, Sprinklers, Extinguishers, Inspections) (EDAEACAF), Fire Alarm & Life Safety Systems Integration (BPAKAGAF)

Keywords

• Fire protection services
• Fire alarm systems
• Fire extinguisher maintenance
• Fire risk assessments
• Passive fire protection

Headquarters

HQ city

Pontypridd

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Fire Safety Equipment Installation: Installation of fire alarm systems, fire extinguishers, fire doors, fire barriers, sprinklers, wet/dry risers, and other fire safety equipment. Includes a full 10-year guarantee on all installations.
2. Fire Safety Maintenance & Servicing: Ongoing inspection and maintenance agreements providing peace of mind that fire protection equipment is maintained efficiently and professionally. Includes 24-hour emergency callout services, 365 days a year.
3. Fire Risk Assessments: Comprehensive PAS 79 compliant fire risk assessment reports for buildings, ensuring compliance with Regulatory Reform (Fire Safety) Order 2005, provided with both hard and electronic copies.
4. Fire Safety Training: Staff fire safety training courses including fire safety awareness training and accredited fire warden/fire marshal training, conducted at client locations across Wales and the UK.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Advanced Fire Protection (AFP Wales) designs, installs, and maintains fire safety systems for commercial and industrial buildings across Wales and the wider UK. The company delivers end-to-end fire protection services spanning fire alarm systems (addressable, conventional, wireless), fire extinguishers, emergency lighting, fire risk assessments, fire safety training, fire doors and exits, passive fire protection, kitchen fire suppression (ANSUL), wet/dry risers, sprinklers, and fire signage, supported by 24/7 emergency callout and 10-year installation guarantees.

Product overview

Advanced Fire Protection (AFP) offers a comprehensive portfolio of fire safety services and products for commercial buildings across Wales and the UK. The company operates as a service provider offering design, installation, maintenance, and inspection across multiple fire safety domains. Their core offerings include fire alarm systems (addressable, conventional, and wireless), fire extinguishers (foam, water, CO2, dry powder, and wet chemical), emergency lighting, fire risk assessments, fire safety training, fire doors and exits, passive fire protection, and specialized kitchen fire suppression systems. The company is backed by the LS Fire Group and operates through partner brands to serve customers nationwide. Services are delivered by BAFE-approved engineers with IFC certification for fire door work.

Differentiator

Problem solved

Functional benefit

Products and services

• Fire Alarm Services and Products Design, installation, and maintenance of wired and wireless fire alarm systems for commercial buildings, including addressable and conventional systems designed in line with BS 5839-1 standards. For commercial and industrial premises.

Quantifiable outcome

• 24-hour service, 7 days a week
• +2 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• LS Fire GroupcoreStrategic or Co-development PartnerAFP Wales is part of the LS Fire Group, one of the leading fire protection companies in the UK with more than 90 years of experience. LS Fire Group operates from headquarters in Elland, West Yorkshire, and is the UK arm of London Securities plc. The partnership provides AFP Wales with nationwide reach through partner brands, manufacturing capabilities for fire extinguishers, fire alarms, and fire doors, and access to key fire safety accreditations including LPS 1014, BAFE SP203, and BAFE SP101.
• Partner Brands (Nationwide Network)coreChannel Partner/ Reseller/ DistributorAFP Wales operates with a network of partner brands that enable the delivery of fire safety services nationwide across the UK. This partnership extends AFP's regional presence in South Wales to serve customers throughout the United Kingdom.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pennington Choices: UK fire risk assessment and fire safety consultancy operating across social housing, education, and commercial property — closely comparable customer mix (housing associations, local authorities) and assessment-led model.
• Chubb Fire & Security: One of the largest UK fire protection services and security systems providers, offering design, installation, monitoring, and maintenance of fire alarms, extinguishers, suppression, and emergency lighting to commercial customers — directly comparable service portfolio to AFP's full-stack offering.
• Marlowe Fire & Security: UK-focused fire safety and security services group providing fire risk assessments, fire alarm and extinguisher servicing, and compliance support to commercial and public-sector clients — overlapping customer base and service mix with AFP Wales.
• Equans Fire & Security (UK): Large UK facilities services division delivering fire detection, suppression, and life safety maintenance to commercial and public-sector estates — competing with AFP for multi-site enterprise frameworks and recurring compliance work.
• BB7 Fire: UK fire safety consultancy and risk assessor providing fire risk assessments, fire engineering, and compartmentation surveys — comparable to AFP's PAS 79 risk assessment and passive fire protection lines.

Broad incumbents

• Johnson Controls (Tyco Fire Protection): Global building technologies provider whose Tyco/ANSUL fire suppression and detection products are installed and serviced by AFP itself; competes head-to-head for large commercial and industrial fire system contracts at the broader portfolio level.
• Honeywell Building Technologies: Global incumbent offering fire detection, notification, and integrated building safety systems; represents a tier above AFP in scale and a competitor for larger enterprise installations and managed service deals.
• Siemens Smart Infrastructure (UK): Global infrastructure provider selling Cerberus fire detection and life safety systems; competes with AFP for large commercial and industrial projects and as a partner for multi-site managed service frameworks.
• Bureau Veritas UK: International testing, inspection, and certification firm offering fire risk assessments, fire safety audits, and compliance services; overlaps with AFP's PAS 79-led risk assessment and certification-driven revenue.

Regional players

• FirstFire (UK regional specialist): UK-focused fire safety service provider competing for similar commercial and industrial customers; comparable business model (install plus recurring maintenance) but operating on a smaller regional scale than AFP's LS Fire Group-backed footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/afpwales

Compliance18 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Advanced Fire Protection