Acquisition & Funding Services
Acquisition & Funding Services (AFS) is a privately held, founder-owned U.S. M&A brokerage and financing firm that exclusively serves the fire alarm, security alarm, and security integration industries, providing valuations, buyer-seller matching, acquisition financing, and bulk account purchases.
- Company typePrivate
- Founded2004
- HeadquartersKattskill Bay, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Acquisition & Funding Services does
Acquisition & Funding Services (AFS) is a privately held, founder-owned M&A brokerage and financing firm headquartered in Washington County, New York (Kattskill Bay), specializing exclusively in the U.S. security alarm industry. Founded by Rory Russell, a former alarm company owner, the firm provides business valuations, seller and buyer representation, deal structuring, acquisition financing, and bulk purchases of alarm account portfolios for owners of fire alarm, security alarm, security integration, and fire suppression businesses. Over more than 20 years, Rory Russell has personally handled approximately $1.2 billion in cumulative mergers, acquisitions, and financing transactions, with hundreds of completed deals.
The company's offering is structured around four core product lines: Alarm Company Brokerage Services (full-service sell- and buy-side advisory), Fire Alarm Company Sales and Security Integration Company Sales (vertical-specialized advisory), Bulk Acquisitions (direct purchase of recurring monthly revenue account portfolios), and Alarm Company Financing Programs (including the AFS Loan Program, Alarm Dealer Program, and Equity Builder Program offering competitive-rate acquisition financing and debt consolidation). AFS does not operate a software platform; the underlying technology is the personal expertise, relationship network, and process discipline of its principal, Rory Russell, supported by a free confidential valuation intake form, an extensive blog and e-book library, and an email newsletter.
AFS generates revenue through professional services advisory fees on closed M&A transactions and through financing-related fees on acquisition loans and debt consolidation. Its go-to-market is entirely direct and sales-led: Rory Russell personally engages prospects by phone with 24/7 availability, supported by inbound inquiries, referrals from attorneys, accountants, and prior clients, trade publication advertising (SDM Magazine, Security Info Watch), and an annual presence at industry events such as ISC West and the Barnes Buchanan Conference. The firm serves both SMB sellers (Hartline Alarms, T&R Alarm Systems, Yarnell Security Systems, Gold Coast Fire & Security) and enterprise buyers/sellers (Pye-Barker Fire & Safety, Sciens Building Solutions, Encore Holdings, Davis-Ulmer, Acadian Monitoring Services, Absolute Protective Systems) across the United States.
Acquisition & Funding Services firmographics
Firmographics- Name
- Acquisition & Funding Services
- Legal name
- Acquisition & Funding Services
- Website
- https://afssmartfunding.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Acquisition & Funding Services (AFS) is a privately held, founder-owned U.S. M&A brokerage and financing firm that exclusively serves the fire alarm, security alarm, and security integration industries, providing valuations, buyer-seller matching, acquisition financing, and bulk account purchases.
- Ownership category
- akta.pro rank
Acquisition & Funding Services industry classification
Industry- Product category
- M&A Advisory and Brokerage Services
- SIC
- Services-Engineering, Accounting, Research, Management (8700), Investment Advice (6282)
- akta.pro primary industry
- M&A Advisory (Buy-Side & Sell-Side) (BPAHAOAA)
- akta.pro secondary industry
- Capital Markets Advisory (IPO Readiness, SPAC, ECM/DCM Advisory) (BPAHAOAL)
Keywords
Where Acquisition & Funding Services is headquartered
LocationHeadquarters
- HQ city
- Kattskill Bay
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Acquisition & Funding Services business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Brokerage/Advisory Fees: AFS acts as an intermediary and advisor in M&A transactions, earning fees for representing sellers and buyers in alarm company acquisitions and sales. Services include business valuations, deal structuring, buyer/seller matching, and transaction facilitation.
- Financing Services: Provides financing options for security alarm company acquisitions including competitive interest rates and debt consolidation options for buyers looking to expand or purchase existing alarm companies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One time/ perpetual license | Free Business Valuation |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Acquisition & Funding Services product offering
Product offeringCore offering
Acquisition & Funding Services (AFS) is a specialized M&A brokerage and financing firm for the fire alarm, security alarm, and security integration industries. The firm represents owners selling their alarm or security companies, provides confidential business valuations, matches sellers with qualified strategic buyers, and offers acquisition financing including the AFS Loan Program with debt consolidation options. AFS also purchases alarm accounts in bulk and supports buyers seeking to expand through acquisition.
Product overview
Acquisition & Funding Services (AFS) operates as a specialized broker offering a unified platform of merger, acquisition, and financing services for the fire, security, alarm, and integration industries. The core offerings include alarm company brokerage services for sales and acquisitions, business valuation services, and financing programs (AFS Loan Program, Equity Builder Program). AFS connects sellers with qualified buyers, facilitates transactions, and provides advisory support from early stages through closing, handling over $1 billion in deals. The company does not offer a software product but rather professional services centered around Rory Russell's industry expertise.
Differentiator
Problem solved
Functional benefit
Products and services
- Alarm Company Brokerage Services Full-service brokerage for security alarm company owners, including finding qualified buyers, negotiating sale terms, managing the transition, and providing advisory support through closing. Targeted at owners of small to mid-sized security alarm businesses preparing to exit.
- Fire Alarm Company Sales Specialized M&A advisory for owners of fire alarm businesses, including valuations, buyer identification, and deal negotiation to maximize sale proceeds for fire alarm specialists.
- Security Integration Company Sales M&A advisory services for security integration companies that install and combine access control, video, and fire protection systems, helping owners sell or merge with qualified strategic acquirers.
- Bulk Acquisitions of Alarm Accounts Direct or facilitated bulk purchase of recurring monthly revenue alarm account portfolios from security companies looking to divest customer accounts, with brand and billing continuity preserved for the seller.
- Business Valuations Confidential fair-market valuations tailored to alarm and security companies, accounting for RMR and other industry-specific value drivers that traditional EBITDA models often miss. Offered complimentary as a lead generation tool.
- AFS Loan Program (Alarm Company Financing) Acquisition financing program providing competitive interest rates and debt consolidation options for buyers looking to expand their business or purchase an existing alarm company.
Quantifiable outcome
- Over $1 billion in M&A transactions completed
- +1 more outcomes
Companies that use Acquisition & Funding Services
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles2 records
Acquisition & Funding Services technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Acquisition & Funding Services partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered major and significant.
- Sciens Building SolutionsmajorAFS has facilitated multiple acquisitions for Sciens including Apple Valley Communications and Fire Safety, Inc. Sciens Building Solutions is actively expanding its national footprint through acquisitions.
- Davis-UlmersignificantAFS represented Sonitec in its acquisition by Davis-Ulmer in 2025, expanding Davis-Ulmer's security capabilities.
- Pye-Barker Fire & SafetymajorRecurring transaction partner in multiple M&A deals. AFS has facilitated numerous acquisitions by Pye-Barker including ABC Burglar Alarm, Brightspeed Security Systems, American Fire & Safety Supply, and Adroit Systems. Pye-Barker is a major national provider of fire protection, life safety, and security services.
- Encore HoldingssignificantAFS has facilitated multiple acquisitions by Encore Holdings including Cebula Electronics Corp. and Protective Measures Security and Fire Systems.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Acquisition & Funding Services competitors and assessment
Company assessmentDirect peers
- Koelle & Company: Specialized M&A advisory firm focused on the security, alarm, and life-safety industry. Directly competes with AFS in brokering alarm/security company sales and is one of the most cited alternatives in the same niche.
- Morgan & Westfield: M&A advisory firm that advises on the sale of small-to-mid-sized businesses, including security and alarm companies. Competes with AFS for sell-side engagements in the same industry vertical.
- Calder Capital: Middle-market M&A advisory firm that handles lower-middle-market business sales including in security and building services. Competes with AFS for smaller alarm/security company transactions.
- Cornerstone Business Services: M&A advisory firm focused on lower-middle-market business sales, including service-based companies such as security and alarm operators. Competes with AFS for similar-sized alarm/security mandates.
- Sun Mergers & Acquisitions: Lower-middle-market M&A advisory firm handling business sales across services and contracting verticals including security. Competes with AFS for sell-side mandates of comparable size and complexity.
- K&A (Koehler & Associates): Boutique advisory firm that engages on M&A and business valuations in the security and life-safety sector. Comparable in size and vertical focus to AFS and competes for similar alarm company mandates.
Broad incumbents
- Imperial Dade (no direct peer): Not a peer — excluded from final list.
- Generational Group: Large middle-market M&A advisory firm that frequently engages on security, fire, and life-safety transactions. Competes with AFS for larger alarm company sell-side mandates and brings broader geographic reach and bench depth.
- Benchmark International: Global middle-market M&A advisor with active deal flow in business services and specialty contracting including security/fire. Competes with AFS for sell-side mandates in the same end markets with greater staffing capacity.
- Capstone Partners: Middle-market investment bank with coverage in building solutions, security, and fire protection. Competes with AFS for larger security/life-safety sell-side mandates with a broader service platform.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Acquisition & Funding Services social profiles
Digital presenceAcquisition & Funding Services compliance and trust
Trust signalCompliance2 records
Acquisition & Funding Services financial estimates
Financial estimateRevenue estimate
Valuation estimate
Acquisition & Funding Services leadership team
Management profileNumber of profiles
Profiles1 record
Acquisition & Funding Services funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Acquisition & Funding Services M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Acquisition & Funding Services
What does Acquisition & Funding Services do?
Acquisition & Funding Services (AFS) is a specialized M&A brokerage and financing firm for the fire alarm, security alarm, and security integration industries. The firm represents owners selling their alarm or security companies, provides confidential business valuations, matches sellers with qualified strategic buyers, and offers acquisition financing including the AFS Loan Program with debt consolidation options. AFS also purchases alarm accounts in bulk and supports buyers seeking to expand through acquisition.
Is Acquisition & Funding Services a public or private company?
Acquisition & Funding Services is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Acquisition & Funding Services founded?
Acquisition & Funding Services was founded in 2004. It employs 1 to 10 people.
Where is Acquisition & Funding Services based?
Acquisition & Funding Services is headquartered in Kattskill Bay, United States, in the North America region.
How does Acquisition & Funding Services make money?
Two revenue lines are on record. Brokerage/Advisory Fees are the primary driver. The others are financing Services.
Who are Acquisition & Funding Services's main competitors?
Direct peers on record are Koelle & Company, Morgan & Westfield, Calder Capital, Cornerstone Business Services, Sun Mergers & Acquisitions and K&A (Koehler & Associates). Broad incumbents are Imperial Dade (no direct peer), Generational Group, Benchmark International and Capstone Partners.
Does Acquisition & Funding Services have an API?
No public API is recorded for Acquisition & Funding Services.
What industry is Acquisition & Funding Services in?
Acquisition & Funding Services's product category is M&A Advisory and Brokerage Services. Its primary akta.pro industry code is BPAHAOAA, M&A Advisory (Buy-Side & Sell-Side), with a secondary code of BPAHAOAL, Capital Markets Advisory (IPO Readiness, SPAC, ECM/DCM Advisory). Its SIC code is 8700.