AFI Rentals
AFI Rentals is a UK-headquartered specialist in powered access equipment (MEWP) rental, sales, training, and maintenance, operating 15 UK depots and 6 Middle East locations with a fleet exceeding 6,000 machines serving construction, infrastructure, and industrial customers since 1998.
- Company typePrivate
- Founded1998
- HeadquartersWitham, United Kingdom
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What AFI Rentals does
AFI Rentals (legal entity: AFI-Uplift Limited, Company No. 03539352) is a UK-headquartered specialist provider of powered access equipment and associated services, operating continuously since 1998. The company operates 15 depot locations across the United Kingdom and 6 locations in the Middle East through its Access Rental Gulf entity, supporting a rental fleet in excess of 6,000 mobile elevating work platforms (MEWPs) including scissor lifts, articulating and telescopic boom lifts, spider lifts, truck-mounted platforms, van-mounted platforms, underbridge units, construction hoists, push-arounds, mast lifts, and telehandlers. Legal domicile is England; the registered office is in Normanton, West Yorkshire, with operational headquarters listed at Witham. Headcount is stated as 501–1,000 employees.
The commercial offering spans five revenue streams: short-term and long-term equipment hire (with tiered long-term pricing under AF10/AF20/AF60 plans and 7-day hire extensions); machine sales of new and ex-hire units through AFI Resale; IPAF, PASMA, and CITB-accredited training delivered through 15 dedicated UK training centres (training more than 30,000 people annually); service and maintenance including LOLER inspections, thorough examinations, Service Maintenance Agreements, and paint and repair; and add-on options including Damage Waiver (10% of hire) and All Risk (20% of hire) cover, traffic management, site surveys, and Chapter 8 compliance. A digital layer comprises the AFI Online Portal, AFI Mobile App, and AFI Tracking for 24/7 order management, plus an AI-driven site survey assistant branded SiteSurvAI. Vertical exposure is deliberately diversified across construction (primary), renewables, infrastructure, installation, telecoms, maintenance, industrial, and media/film applications.
The go-to-market combines direct field sales across the 21-strong depot footprint for enterprise accounts with self-serve online/app ordering for SMB and walk-up customers. Distribution is supplemented by manufacturer relationships (specialty units such as the Bronto S56XR 56m truck mount and Aspen A-62 underbridge units) and industry body alignments (IPAF, PASMA, CITB, CPA). The group structure spans AFI-Uplift, AFI-Training, AFI-Resale, Wilson Access, Rapid Hoists, Facelift, Spiderlift, and Access Rental Gulf as wholly owned operating entities under the AFI Group umbrella. Ownership, financial scale, and investor composition are not publicly disclosed.
AFI Rentals firmographics
Firmographics- Name
- AFI Rentals
- Legal name
- AFI-Uplift Limited
- Website
- https://afi-rentals.co.uk
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- AFI Rentals is a UK-headquartered specialist in powered access equipment (MEWP) rental, sales, training, and maintenance, operating 15 UK depots and 6 Middle East locations with a fleet exceeding 6,000 machines serving construction, infrastructure, and industrial customers since 1998.
- Ownership category
- akta.pro rank
Where AFI Rentals is headquartered
LocationHeadquarters
- HQ city
- Witham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices17 records
Markets served
AFI Rentals business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Personnel, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- Equipment Hire: Short-term and long-term rental of powered access equipment including scissor lifts, boom lifts, spider lifts, truck mounts, van mounts, and other MEWPs. Revenue generated through daily, weekly, and monthly rental rates with tiered pricing for longer hire durations (AF10, AF20, AF60 rate plans).
- Machine Sales: Sale of new and used powered access equipment through AFI Resale division, including special offers on ex-hire machines.
- Training Services: IPAF and PASMA accredited training courses delivered through 15 dedicated training centres across the UK, training over 30,000 people annually.
- Service & Maintenance: LOLER inspections, thorough examinations, SMAs (Service Maintenance Agreements), paint and repair services, and mobile engineering support.
- Damage Waiver & All Risk: Optional damage protection plans - Damage Waiver at 10% of hire cost covering accidental damage during working hours; All Risk at 20% covering 24/7 including theft and malicious damage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | AF10 rate for Super-Set machines (Scissors over 20m & Booms over 30m plus Nifty HR28 Hybrid) - saves money for hires over 10 days |
| Unit Pricing | Monthly | AF20 rate - saves money when hiring for 20+ days compared to standard weekly tariff |
| Unit Pricing | Multi-year contract | AF60 rate - maximum savings for 60+ day hires |
| Other | Pay-as-you-go | Damage Waiver - 10% of hire charge, covers accidental damage during working hours |
| Other | Pay-as-you-go | All Risk - 20% of hire charge, covers 24/7 including theft and malicious damage |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
AFI Rentals product offering
Product offeringCore offering
AFI Rentals rents powered access equipment (MEWPs) including scissor lifts, articulating and telescopic boom lifts, spider lifts, truck-mounted platforms, van mounts, underbridge units, construction hoists, push-arounds, mast lifts, and telehandlers to construction, infrastructure, installation, telecoms, industrial, and renewables customers across the UK and Middle East. The company also provides IPAF and PASMA accredited operator training through 15 dedicated centres, machine sales via its AFI Resale division, LOLER inspections, Service Maintenance Agreements, paint and repair services, and digital self-service via its online portal and mobile app.
Product overview
AFI Rentals operates a comprehensive powered access equipment rental, sales, training, and service business with a portfolio centered on mobile elevating work platforms (MEWPs) and associated services. The core offering includes scissor lifts, articulating boom lifts, telescopic boom lifts, mast lifts, spider lifts, truck-mounted platforms, van-mounted platforms, underbridge units, construction hoists, push-arounds, and telehandlers. Supporting the equipment fleet, AFI provides industry-accredited IPAF and PASMA training through 15 dedicated training centers, LOLER inspections, Service Maintenance Agreements (SMAs), paint and repair services, and additional services including traffic management, site surveys, and damage waiver options. The company also offers digital services through its AFI Online Portal and mobile app for account management, order tracking, and 24/7 ordering. Hire options include standard daily/weekly contracts, 7-day extended service, and long-term hire programs (AF20/AF60/AF10). AFI operates 15 depot locations across the UK and 6 in the Middle East with a fleet exceeding 6,000 machines and trains over 30,000 people annually.
Differentiator
Problem solved
Functional benefit
Products and services
- Scissor Lift Hire
Companies that use AFI Rentals
Customer profileSegments9 records
Ideal customer profiles4 records
AFI Rentals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
AFI Rentals partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- IPAF (International Power Access Federation)coreAFI Training provides IPAF accredited training courses including IPAF 3a 3b Operator Training, IPAF 3 Subjects, IPAF PAL Plus, IPAF E-Learning, and IPAF MEWPs Managers. IPAF is the leading international body for powered access training standards.
- PASMA (Prefabricated Access Suppliers' and Manufacturers' Association)coreAFI Training provides PASMA accredited Tower For Users training courses. PASMA is the standards body for mobile access tower safety in the UK.
- CITB (Construction Industry Training Board)minorAFI Training is an Approved Training Organisation (ATO) under CITB, enabling construction industry workers to access certified training.
- CPA (Construction Plant-hire Association)coreAFI Rentals operates under CPA terms and conditions for equipment hire. CPA provides the framework for standard industry hiring practices and terms.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
AFI Rentals competitors and assessment
Company assessmentDirect peers
- HSS Hire: UK general equipment hire provider with a substantial powered access offering. Comparable to AFI in the UK hire-plus-services operating model, depot network, and customer base, though HSS is more diversified across tool categories rather than MEWP-specialised.
- GAP Hire Solutions: UK plant and tool hire group with a substantial powered access division. Competes directly with AFI in the UK MEWP rental market across construction and infrastructure customers with a similar multi-product services model.
- Nationwide Platforms: UK-based MEWP specialist rental company with a national depot network. Competes head-to-head with AFI in the same product categories (scissor lifts, boom lifts, truck mounts) serving the same UK construction and infrastructure end markets.
- Speedy Hire: UK-listed equipment rental company offering tools, plant, and powered access. Competes with AFI in the UK hire market with overlapping customer segments (construction, infrastructure, industrial) and a comparable depot-based plus digital service model.
- Riwal: Pan-European powered access (MEWP) rental specialist headquartered in the Netherlands. Directly comparable to AFI in fleet composition, customer base (construction, infrastructure, industrial), and rental-plus-services model across multiple European geographies.
- Mateco: European MEWP and aerial work platform rental specialist operating across multiple European countries. Closely comparable to AFI in fleet type (scissor lifts, booms, truck mounts), customer verticals, and integrated service offering.
Broad incumbents
- Haulotte: French MEWP manufacturer that also operates a rental fleet and services business. Overlaps with AFI in MEWP product portfolio and increasingly competes in the rental channel as OEMs move closer to end customers.
- JLG Industries: Global MEWP and telehandler OEM (Oshkosh subsidiary) that is expanding its rental and customer-direct services. Comparable to AFI in underlying product categories and increasingly in the access-as-a-service model.
- A-Plant (Sunbelt Rentals UK): UK arm of Ashtead Group's Sunbelt Rentals, one of the largest equipment rental operators in the world. Competes with AFI across MEWP and broader plant hire with substantially greater fleet scale, capital base, and cross-border operating leverage.
- Ashtead Group: FTSE-listed parent of Sunbelt Rentals in the US and A-Plant in the UK. The publicly traded benchmark for the UK plant-hire market and the most capital-rich competitor facing AFI, with overlapping product categories including MEWPs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
AFI Rentals social profiles
Digital presenceAFI Rentals financial estimates
Financial estimateRevenue estimate
Valuation estimate
AFI Rentals leadership team
Management profileNumber of profiles
AFI Rentals subsidiaries and ownership
Company hierarchySubsidiaries8 records
AFI Rentals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AFI Rentals 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 AFI Rentals
What does AFI Rentals do?
AFI Rentals rents powered access equipment (MEWPs) including scissor lifts, articulating and telescopic boom lifts, spider lifts, truck-mounted platforms, van mounts, underbridge units, construction hoists, push-arounds, mast lifts, and telehandlers to construction, infrastructure, installation, telecoms, industrial, and renewables customers across the UK and Middle East. The company also provides IPAF and PASMA accredited operator training through 15 dedicated centres, machine sales via its AFI Resale division, LOLER inspections, Service Maintenance Agreements, paint and repair services, and digital self-service via its online portal and mobile app.
Is AFI Rentals a public or private company?
AFI Rentals is a private company. It is classified as corporate owned and is currently operating.
When was AFI Rentals founded?
AFI Rentals was founded in 1998. It employs 501 to 1,000 people.
Where is AFI Rentals based?
AFI Rentals is headquartered in Witham, United Kingdom, in the Europe region.
How does AFI Rentals make money?
Five revenue lines are on record. Equipment Hire is the primary driver. The others are machine Sales, training Services, service & Maintenance and damage Waiver & All Risk.
Who are AFI Rentals's main competitors?
Direct peers on record are HSS Hire, GAP Hire Solutions, Nationwide Platforms, Speedy Hire, Riwal and Mateco. Broad incumbents are Haulotte, JLG Industries, A-Plant (Sunbelt Rentals UK) and Ashtead Group.
Does AFI Rentals have an API?
No public API is recorded for AFI Rentals.