Armour
Armour is a privately held Belfast-based business development company founded in 2019 by CEO Charlene Armour, providing ISO Management services to organizations seeking standards and compliance support, operating with a 1–10 person team.
- Company typePrivate
- Founded2019
- HeadquartersBelfast, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Armour does
Armour is a privately held business development company headquartered in Belfast, United Kingdom, founded in 2019 and operating with a team of 1–10 employees under CEO and co-founder Charlene Armour. Per the firmographic record, the company's core offering is ISO Management services, positioning it in the standards and compliance advisory space typically serving organizations seeking certification, audit readiness, or ongoing ISO framework management. The company markets itself via the domain armour.ai, suggesting a digital-first go-to-market posture, though no product surface, technology stack, or platform architecture is disclosed in the available data.
The company's revenue mechanics are not disclosed. No pricing models, publicly listed rate cards, or contracted deliverables are documented, and there are no named customer logos, deal sizes, or segment mix signals in the firmographic data set. Armour operates as a for-profit private entity with no parent company, no subsidiaries, no disclosed funding history, no M&A activity, and no regulatory actions on record. Its operating geographies beyond the Belfast base are not specified.
A material data-integrity note: a large portion of the aggregated input describes an unrelated entity — "Armour Entertainment," an Indian talent management firm partnered with Bunty Sajdeh that signed actor Tiger Shroff in December 2025. These blocks are treated as not describing the Belfast-based Armour company and are excluded from the analysis above. The investment-relevant evidence base for the Belfast entity is therefore thin, and conclusions are appropriately conservative.
Armour firmographics
Firmographics- Name
- Armour
- Website
- https://armour.ai
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Armour is a privately held Belfast-based business development company founded in 2019 by CEO Charlene Armour, providing ISO Management services to organizations seeking standards and compliance support, operating with a 1–10 person team.
- Ownership category
- akta.pro rank
Armour industry classification
Industry- Product category
- Talent Management
- NAICS
- Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (71141)
- akta.pro primary industry
- Athlete Licensing, Merchandising & IP Representation (MPAKAMAH)
Keywords
Where Armour is headquartered
LocationHeadquarters
- HQ city
- Belfast
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Armour business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- Talent Management Services: Armour Entertainment generates revenue through talent management services, representing actors and entertainment professionals. Revenue likely comes from commission-based arrangements on talent deals and contracts.
Go-to-market motion1 record
Armour product offering
Product offeringCore offering
Armour (operating as Armour Entertainment) is a talent management company representing actors and entertainment industry professionals. It provides representation, career development, deal negotiation, and industry positioning services.
Product overview
Armour Entertainment is a talent management company that provides comprehensive management services for entertainment industry talent. The company operates as a single unified service offering, focused on representing and managing actors and entertainment professionals. The company recently launched operations with actor Tiger Shroff as its first talent signing, and is led by Ajmani with over 15 years of industry experience.
Differentiator
Problem solved
Functional benefit
Products and services
- Talent Management Services Talent management services for entertainment industry professionals, offering representation, career development, deal negotiation, and industry positioning for actors and performers. Backed by over 15 years of industry experience.
Companies that use Armour
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Armour technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Armour partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Bunty SajdehcoreFollowing the split of Dharma, Bunty Sajdeh partnered with Armour Entertainment. Sajdeh, formerly COO of Dharma, brings extensive industry experience and relationships to the partnership. This is a strategic alliance in the talent management space.
Scale indicators1 record
Recent moves2 records
Expansion highlights1 record
Armour competitors and assessment
Company assessmentBroad incumbents
- CAA (Creative Artists Agency): Global entertainment and sports talent agency representing actors, directors, writers, and musicians with established India operations. Comparable to Armour as the dominant full-service talent representation model that new entrants must compete against.
- Excel Entertainment: Indian production house with integrated talent management activities around its core roster of actors. Comparable to Armour as an established Bollywood ecosystem player from which rival management talent is sourced.
- UTA (United Talent Agency): Major global talent and entertainment agency with diversified representation across film, TV, and digital talent. Comparable to Armour as a benchmark for what scale in talent representation looks like in the global market.
- WME (William Morris Endeavor): Global talent agency representing actors, filmmakers, and entertainment professionals with India-facing capabilities. Comparable to Armour as the archetype of large-scale talent representation against which boutique agencies benchmark.
- Dharma Productions (talent arm): Indian production house historically involved in talent representation through affiliated management given its vertical integration. Comparable to Armour given the direct lineage of its Sajdeh partnership from the Dharma ecosystem.
Direct peers
- Only Much Louder (OML): Indian artist management, live events, and entertainment company representing musicians and creators. Comparable to Armour as a talent representation business operating in the Indian entertainment market.
- KWAN Entertainment: One of India's leading talent management and entertainment companies representing actors, musicians, and creators. Directly comparable to Armour as a Bollywood-focused representation firm competing for the same talent pool.
Emerging players
- Schitz Popp: India-focused talent and event management firm serving entertainment clients. Comparable to Armour as an emerging Indian talent representation business targeting similar segments.
Market position
Strengths3 records
Weaknesses3 records
Competitive moat2 records
Key risks4 records
Key highlights4 records
Customer concentration
Armour social profiles
Digital presenceArmour financial estimates
Financial estimateRevenue estimate
Valuation estimate
Armour leadership team
Management profileNumber of profiles
Profiles1 record
Armour funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Armour 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 Armour
What does Armour do?
Armour (operating as Armour Entertainment) is a talent management company representing actors and entertainment industry professionals. It provides representation, career development, deal negotiation, and industry positioning services.
When was Armour founded?
Armour was founded in 2019. It employs 1 to 10 people.
Where is Armour based?
Armour is headquartered in Belfast, United Kingdom, in the Europe region.
How does Armour make money?
One revenue line is on record: talent Management Services.
Who are Armour's main competitors?
Broad incumbents on record are CAA (Creative Artists Agency), Excel Entertainment, UTA (United Talent Agency), WME (William Morris Endeavor) and Dharma Productions (talent arm). Direct peers are Only Much Louder (OML) and KWAN Entertainment. Schitz Popp is listed as an emerging player.
Does Armour have an API?
No public API is recorded for Armour.
What industry is Armour in?
Armour's product category is Talent Management. Its primary akta.pro industry code is MPAKAMAH, Athlete Licensing, Merchandising & IP Representation. Its NAICS code is 71141.