Autoguard Alarms

What Autoguard Alarms does

Autoguard Alarms Limited is a UK-based, independently owned security systems integrator headquartered in Wollaston, Stourbridge (West Midlands). Founded in 1983 (predecessor BTB Alarms established 1976 by current Managing Director Bernard Keightley) and registered as a private limited company in 2009, the company designs, installs, monitors, and maintains intruder alarms, CCTV, fire detection, access control, emergency lighting, and Smokecloak fog systems for both residential and commercial customers across the West Midlands. Core products are integrated using third-party hardware and signalling platforms — including Honeywell, Eaton, Texecom, Castle, HKC, and Pyronix alarm panels, HikVision CCTV, Paxton access control, and CSL DualCom / Custodian GPRS signalling — wrapped in NSI Gold-approved installation and 24/7 Alarm Receiving Centre (ARC) monitoring with police-response and keyholder-care capabilities. All engineers are directly employed and NSI security-checked; no sub-contractors are used.

The business operates on a hybrid revenue model combining one-time installation revenue with recurring annual subscription revenue. Installations are priced via bespoke quote following free on-premise site surveys, with contract terms of 1, 3, or 5 years and an initial 12-month warranty; ongoing service & maintenance contracts (renewable yearly, with 24-hour engineer call-out) and 24/7 ARC monitoring (covering intruder, fire, keyholder notification, and police response) generate the recurring book. Go-to-market is sales-led and direct-to-consumer: a Wollaston showroom, regional website with quote-request forms, phone/email sales lines, and word-of-mouth referrals — supported by Trustindex-verified 5-star Facebook reviews and named commercial logos spanning hospice, manufacturing, fabrication, and industrial furnace verticals.

Autoguard has grown primarily through three regional acquisitions (Samuel Smith in 2000, Wychaven Security and Droitwich Security in 2005, the first expanding the business by ~30%) alongside organic installation and monitoring contract wins. The company has approximately 20 staff and is led by founder Bernard Keightley (Managing Director since 1976) and long-tenured directors Phil Jones (29 years) and David Jones (38 years). NSI (NACOSS) Gold Scheme approval, held since 1987, and ISO9001:2015 certification underpin eligibility for insurance-rated commercial installations and Police URN response.

Name

Autoguard Alarms

Legal name

Autoguard Alarms Limited

Website

https://autoguardalarms.co.uk

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Autoguard Alarms is a West Midlands-based independent security systems integrator designing, installing, and 24/7-monitoring intruder alarms, CCTV, fire alarms, access control, and emergency lighting for residential and commercial customers across Stourbridge, Kidderminster, Worcester, Birmingham, and Wolverhampton.

Ownership category

akta.pro rank

Product category

Security Alarm and Surveillance Services

NAICS

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

SIC

Measuring & Controlling Devices, Nec (3829)

akta.pro primary industry

Fire Alarm & Life Safety Systems Integration (BPAKAGAF)

akta.pro secondary industries

Commercial & Industrial Alarm Monitoring (BPAKAFAB), Fire Alarm Systems (Design/Install/Service/Monitoring) (BPABAHAA), Fire Alarm Monitoring Services (HSAHAAAI)

Keywords

• Intruder alarm installation
• CCTV surveillance systems
• Fire alarm systems
• Access control systems
• Security monitoring services

Headquarters

HQ city

Stourbridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Security System Installation: One-time installation of security systems including alarms, CCTV, fire alarms, and access control. Systems are bespoke and priced based on specifications. Contracts are available in 1-year, 3-year, or 5-year terms with associated monitoring.
2. 24/7 Monitoring Services: Continuous monitoring of security systems through Alarm Receiving Centre (ARC). Includes police response, keyholder services, and keyholder care. Revenue is recurring, typically as part of annual contracts.
3. Service and Maintenance Contracts: Ongoing maintenance of installed systems including 24-hour call-out facility. Provided as part of new installations (initial 12 months) and available for existing systems on renewable yearly basis.
4. Equipment Sales: Sale of security equipment including alarms, CCTV cameras, fire extinguishers, access control systems, and accessories. Equipment is certified and insurance rated.
5. Smoke Cloak Systems: Installation and maintenance of Smokecloak fog generator systems for rapid area security in garages, rooms, and storage areas.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Autoguard Alarms designs, installs, monitors, and maintains intruder/burglar alarm systems, CCTV, fire alarm systems, access control, emergency lighting, and Smokecloak fog generators for residential and commercial customers in the West Midlands. The company provides 24/7 Alarm Receiving Centre (ARC) monitoring with police and keyholder response, paired with bespoke site surveys, quote-based installation, and renewable service and maintenance contracts. It is positioned as a single local supplier for end-to-end electronic security, integrating hardware from leading brands (Honeywell, Eaton, Texecom, HikVision, Paxton, CSL DualCom) rather than building its own security technology.

Product overview

Autoguard Alarms is a security systems integrator offering a unified portfolio of monitored alarm, CCTV, fire safety, access control, and emergency lighting products and services for both residential and commercial customers. The offering is structured as a multi-product portfolio (not a single platform), comprising two main customer segments: Residential Alarms (burglar/intruder alarms, home fire alarms, home CCTV, security lighting, and electronic monitoring) and Business Alarms (commercial alarm systems, commercial CCTV, commercial fire alarms, access control, emergency lighting, and security monitoring). A shared 24/7 Alarm Receiving Centre (ARC) underpins both residential and commercial monitoring services, and the Smokecloak Easy fog generator serves as an add-on across both segments. All installations comply with British Standards and NSI regulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Burglar / Intruder Alarm Systems

Quantifiable outcome

• 60% of burglars would avoid targeting a house if a burglar alarm system was fitted
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and preferred.

• CSL DualCom LimitedcoreTechnology or IntegrationCSL DualCom provides the DualCom GPRS signalling technology used in Autoguard Alarms' monitored security systems. The DualCom GPRS device uses both the Vodafone network and telephone/IP path to transmit intruder, fire and personal attack signals. CSL pioneered a single hardware platform supporting Grade 2, 3 and 4 Security installations.
• Custodian (Alarm Signalling)coreTechnology or IntegrationCustodian provides alarm signalling technology for electronic monitoring services. At the forefront of signalling technology, they deliver an extensive range of signalling products for intruder and fire alarm monitoring including Police response capabilities.
• HikVisionpreferredTechnology or IntegrationHikVision is the most popular CCTV brand used in Autoguard Alarms' residential installations. HD and IP systems from HikVision are cited as popular choices for reliability, quality, and clarity of images.
• PaxtonpreferredTechnology or IntegrationPaxton access control systems are featured in Autoguard Alarms' entry and access control installations, providing door entry systems with swipe card and keypad functionality.
• Emergency ServicescoreOthersEmergency services including Police and Fire Brigade receive alarm activations through monitoring services. Keyholders are contacted through Alarm Receiving Centres in the event of alarm activations requiring response.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Others

• CSL Group: CSL Group is a leading provider of alarm signalling technology (DualCom) and managed connectivity for intruder and fire alarm panels. It is a core technology partner/supplier to Autoguard and competes in the same monitored-alarm ecosystem through signalling products that downstream installers like Autoguard deploy.
• Pyronix (Hikvision UK): Pyronix is a UK manufacturer of intruder alarm detectors and panels, now part of Hikvision. It is a supplier of equipment Autoguard installs (mentioned in branded product list) and is relevant as a comparable UK-based electronic security hardware specialist.

Regional players

• Amthal Fire & Security: Amthal is a regional UK fire and security specialist offering intruder alarms, CCTV, access control, fire alarms and monitoring, primarily across the South East. Comparable product mix and integrator-installer model to Autoguard, though operating in a different regional geography.
• Pointer (now part of Securitas): Pointer is a UK provider of intruder alarms, CCTV, fire and access control with a regional service footprint. Similar integrated security installer business model to Autoguard; now backed by Securitas, illustrating the consolidation path available to regional players.

Broad incumbents

• Verisure UK: Verisure is a major European monitored alarm provider with significant UK presence, offering professionally installed and 24/7-monitored intruder alarms with police response. Strong overlap with Autoguard's monitored alarm service but Verisure operates at a national/European scale typically without fire alarm or access control depth.
• Secom: Secom is a UK national security services provider offering intruder alarms, CCTV, fire systems, access control and monitoring for commercial and residential customers. Comparable multi-product portfolio to Autoguard with broader geographic coverage and a national ARC.
• Securitas UK: Securitas is a global security services group with a UK division offering guarding, electronic security, fire and safety, and remote monitoring. It competes with Autoguard in commercial electronic security and alarm monitoring but at much larger scale and with a guarding-led offering.
• ADT UK (now Linear): ADT/Linear is a large UK national provider of monitored intruder and fire alarms, CCTV and smart home security with a large subscriber base. It overlaps with Autoguard's residential and commercial monitoring propositions but operates at much greater scale and with a national installer network.

Direct peers

• Banham: Banham is a long-established London security locksmith and alarm installer offering monitored intruder alarms, CCTV, access control and fire systems to residential and commercial customers. Direct competitor in the UK installer-led monitored security category with similar products and bespoke service model.

Emerging players

• Yale (Smart Home Security): Yale is a UK-recognised smart home security brand offering DIY-install alarms, smart locks, and cameras targeted at residential customers. Competes with Autoguard in the residential intrusion space via a self-install/DIY channel rather than a professional installer service.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/autoguardalarms
• Xx.com/autoguardalarms

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Autoguard Alarms