What Surefire Services does

Surefire Services Ltd is a UK-based fire protection systems company founded around 1994 and headquartered in High Wycombe, Buckinghamshire. The company designs, engineers, installs and maintains fire protection systems across prevention, detection, suppression and evacuation categories for enterprise and public sector clients. Its portfolio spans fire alarm systems, VESDA air sampling detection, Inergen IG541 gas suppression, water mist and sprinkler systems, kitchen suppression, fire extinguishers, dry and wet risers, emergency lighting, voice alarm/PA, smoke and fire control, safety signs, and passive fire protection including fire stopping and fire door inspection. A flagship differentiated product is the UltraGuard Personal Protection System — a portable water mist suppression unit with integrated smoke detection that holds LPS 1655 Third Party Certification developed with the British Research Establishment and is targeted at vulnerable residents unable to self-evacuate, with multiple documented life-save activations. Surefire also offers the CloudCompliance cloud-based fire risk assessment platform and has expanded into lithium-ion battery fire prevention with the Li-on Tamer off-gas detection system and infrared camera thermal monitoring.

The company serves customers across critical infrastructure, public sector (NHS, councils, fire brigades), large blue chip corporates, national retail, facilities management, healthcare, social housing, education and charity. Named reference customers include STARK Building Materials UK (650+ branches, 15,000 extinguishers under maintenance), E.ON's Blackburn Meadows biomass power station, Framestore, Greenwich University, Westminster City Council, Redkite Community Housing and Crisis. Surefire operates as a sales-led, consultative enterprise field sales organisation, securing work through competitive tendering and through public sector frameworks including the NFCC Procurement Hub National Framework and the West Midlands Fire and Rescue Authority Safe and Well Framework (Lot 5). Revenue derives from project-based installation work (one-time), tiered annual maintenance SLA contracts (Bronze, Silver, Gold), fire risk assessments and fire safety training delivered on customer premises.

Since January 2023, Surefire has been a wholly-owned subsidiary of EA-RS Group — a UK and Ireland fire and security consolidator backed by Rockpool Investments and RCL Partners since 2021 and pursuing an active buy-and-build strategy of which Surefire is the eleventh acquisition since February 2021. Surefire holds ISO 9001, BAFE SP203 Part 1 and Part 3, BAFE SP101, LPS 1655, F-Gas, SafeContractor and FIA accreditations, and provides nationwide UK coverage with a directly employed multi-disciplined engineering workforce.

Name

Surefire Services

Legal name

Surefire Services Ltd

Website

https://surefire.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Surefire Services designs, installs and maintains fire protection systems — alarms, detection, suppression, evacuation and UltraGuard personal protection — for UK enterprises, public sector bodies and vulnerable-residence housing through directly employed engineers and public sector frameworks, as a subsidiary of EA-RS Group.

Ownership category

akta.pro rank

Product category

Fire Protection Services

NAICS

Security Systems Services (56162)

akta.pro primary industry

Fire & Life Safety Services (Inspection/Testing/Sprinklers/Alarms) (IMAIAAAI)

akta.pro secondary industries

Fire Alarm Systems (Inspection/Testing/Monitoring/Service) (IMAIAJAC), Fire Alarm & Life Safety Systems Integration (BPAKAGAF), Special Hazard Fire Suppression Systems (Clean Agent/Foam/CO2/Kitchen Hood) (IMAIAJAE), Fire & Smoke Dampers / Firestopping / Passive Fire Protection Services (BPABAHAE), Fire & Life Safety Systems (Alarms, Sprinklers, Extinguishers, Inspections) (EDAEACAF)

Keywords

• Fire protection systems
• Fire alarm installation
• Fire suppression systems
• Fire safety maintenance
• Fire risk assessments

Headquarters

HQ city

High Wycombe

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, Infrastructure, Technology or R&D, Others

Revenue model

1. Fire System Design, Engineering, Installation: Project-based revenue from designing and installing fire protection systems across prevention, detection, suppression, and evacuation categories. Covers new installations and upgrades in both new build and existing premises.
2. Maintenance and Servicing Contracts: Recurring revenue from servicing and maintaining fire protection equipment. Delivered as tiered SLA packages (Bronze, Silver, Gold) with varying inclusion levels. Covers fire alarms, extinguishers, sprinklers, emergency lighting, gas suppression, and more. Includes 24/7 emergency response.
3. Fire Safety Training: Revenue from delivering fire safety training courses including Fire Awareness Training, Fire Warden Training, and Emergency First Aid Training. Delivered on client premises at times convenient to the customer.
4. Fire Risk Assessments: Fees for conducting fire risk assessments, either as standalone services or as part of broader maintenance packages. Utilises CloudCompliance cloud-based platform for reporting and audit trails.
5. Fire Equipment Supply: Revenue from supplying fire protection equipment including extinguishers, alarms, suppression systems, and components, either as part of installation projects or for replacement/maintenance purposes.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Surefire Services designs, engineers, installs, and maintains commercial and public sector fire protection systems across prevention, detection, suppression, and evacuation categories for UK enterprises and public bodies. The offering spans fire alarm and VESDA aspirating detection, gas and water mist suppression, sprinklers, extinguishers, kitchen suppression, emergency lighting, voice alarm, passive fire protection and fire door inspection, plus recurring maintenance contracts and fire safety training.

Product overview

Surefire Services provides a comprehensive portfolio of fire protection products and services organized into four core areas: Prevention (fire risk assessments, CloudCompliance platform, passive fire protection, fire door inspection), Detection (fire alarm systems, air sampling/VESDA systems), Suppression (gas suppression including Inergen, water mist systems, sprinklers, fire extinguishers, kitchen suppression), and Evacuation (emergency lighting, voice alarm systems, smoke/fire control, safety signs). The company also offers the UltraGuard Personal Protection Misting System as a flagship product for protecting vulnerable residents, along with maintenance services and training programs. The CloudCompliance platform provides cloud-based risk assessment capabilities, while specialized solutions like the Li-on Tamer system address emerging fire risks in lithium-ion battery environments.

Differentiator

Problem solved

Functional benefit

Brands

• UltraGuard: Personal protection system combining smoke detectors for early detection and water mist fire suppression technology, designed to protect vulnerable individuals from fire hazards.
• CloudCompliance

Products and services

• Fire Alarm Systems Design, installation, commissioning and maintenance of fire detection and alarm systems to BS 5839 pt1:2017 standards for commercial, public sector and industrial premises, providing early warning in the event of fire.
• Air Sampling (VESDA) Detection Systems Aspiration-based fire detection including three-pipe VESDA systems that draw air through sensitive smoke detectors to provide very early warning in high-value or critical environments such as data centres and power stations.
• Gas Suppression Systems (Inergen IG541) Design, supply, installation and maintenance of Inergen IG541 inert gas fire suppression systems that reduce oxygen to a level that cannot support combustion without harming people or damaging sensitive communication and IT equipment, typically used in server rooms and critical environments.
• Kitchen Suppression Systems Fire suppression systems specifically engineered for commercial restaurant, institutional and other commercial kitchen environments to combat grease and cooking oil fires.
• Fire Extinguishers (supply, installation, maintenance) Supply, installation, inspection and maintenance of portable fire extinguishers across fire classes to BAFE SP101 standards for commercial and public sector premises.
• Sprinkler Systems Design, installation and maintenance of fixed fire suppression sprinkler systems for commercial and residential buildings.
• Dry & Wet Risers Water distribution systems for firefighting purposes in multi-storey buildings, covering installation and maintenance of dry and wet risers.
• Water Mist Systems High-pressure water mist fire suppression systems providing effective cooling with reduced water usage and less water damage than standard sprinklers, designed to BS 8489 for data centre and similar applications.
• UltraGuard Personal Protection Misting System Proprietary portable water mist fire suppression unit accredited to LPS 1655 Third Party Certification, combining smoke and heat detectors with fine water mist release to detect, suppress or extinguish fires and protect vulnerable occupants unable to self-evacuate.
• Emergency Lighting Systems Design, supply, installation and maintenance of emergency lighting to BS 5266 standards for safe evacuation during power failures in commercial and public sector premises.
• Voice Alarm & Public Address Systems PAVA systems supporting orderly evacuation announcements, background music and public address functionality for commercial and public buildings.
• Smoke & Fire Control Systems Smoke ventilation systems, fire dampers and fire curtains designed to keep escape routes clear and limit the spread of fire and smoke in buildings.
• Fire Safety Signs Supply and installation of fire safety signage conforming to BS 5499, including fire exit, fire door, hazard, fire fighting equipment and prohibition signs.
• Fire Risk Assessments Comprehensive fire risk assessment services to help businesses comply with The Regulatory Reform (Fire Safety) Order 2005, conducted by qualified assessors using the CloudCompliance platform.
• CloudCompliance (Fire Risk Assessment Platform) Proprietary cloud-based compliance platform that supports businesses in carrying out mandatory fire risk assessment duties, providing a live interactive online system with full audit trail, action plans, risk monitoring dashboard and fire log book.
• Passive Fire Protection Fire stopping and fire compartmentation services including fire batts, intumescent mastic and fire dampers, delivered to LPS 1531 installation standards for commercial and public sector premises.
• Fire Door Inspection Inspection, maintenance and certification services for fire doors to ensure proper fire resistance and continued regulatory compliance across client estates.
• Tiered Fire System Maintenance Contracts (Bronze / Silver / Gold) Recurring annual maintenance and servicing contracts for fire alarms, extinguishers, sprinklers, emergency lighting, gas suppression and more, delivered as three tiered SLA packages (Bronze standard, Silver semi-inclusive, Gold fully inclusive) with 24/7 emergency response.
• Fire Safety Training (Fire Awareness, Fire Warden, Emergency First Aid) On-premises fire safety training courses including Fire Awareness Training, Fire Warden Training, and Emergency First Aid Training, helping businesses comply with The Regulatory Reform (Fire Safety) Order 2005 and build internal fire safety capability.
• Li-on Tamer Lithium-Ion Battery Off-Gas Detection System Early warning system capable of detecting off-gassing from lithium-ion batteries before thermal runaway occurs, paired with infrared camera thermal monitoring for charging environments, enabling mitigation steps to avoid catastrophic battery failure.
• Leak Detection Systems Detection systems used to identify leaks in fire suppression and gas suppression installations, supporting integrity of clean-agent systems protecting critical environments.

Quantifiable outcome

• Fire stopped and resident protected by UltraGuard system on multiple occasions across multiple locations (Tyne & Wear, Derbyshire, Long Eaton, Glossop, Staffordshire, Wycombe district).
• +5 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• West Midlands Fire and Rescue AuthoritycoreStrategic or Co-development Partner · 1 January 2024Surefire was awarded a place on the West Midlands Fire and Rescue Authority's multi-supplier Safe and Well Framework (Lot 5) for the supply of Personal Protection Misting Systems, continuing its support for the UK Fire and Rescue Services' Safe and Well initiative. The framework is also available to Local Authorities.
• SodexomajorImplementation/ SI/ Consulting Partner · 1 January 2024Surefire was awarded the passive fire stopping project at Greenwich University in partnership with Sodexo, which was engaged by the university to manage the fire safety enhancement initiative. Surefire worked closely with Sodexo and the university's facilities management team.
• Tyne & Wear Fire and Rescue Service (TWFRS)coreStrategic or Co-development Partner · 1 December 2023Surefire partnered with Tyne & Wear Fire and Rescue Service to install the UltraGuard Personal Protection System for a vulnerable resident following an urgent multi-agency safeguarding meeting. The system was deployed as part of TWFRS's Ultimate Protection Model and successfully saved the resident's life when it activated during a fire incident.
• EA-RS GroupcoreStrategic or Co-development Partner · 1 January 2023EA-RS Group, a provider of intelligent sustainable compliant fire and security systems and services, acquired Surefire Services Limited in January 2023. This is EA-RS Group's eleventh acquisition since February 2021. Surefire contributes significantly to EA-RS Group's growing service and maintenance base and national coverage across the UK and Ireland.
• Redkite Community HousingmajorStrategic or Co-development Partner · 1 January 2022Redkite Community Housing, covering the Wycombe district, partnered with Surefire to install UltraGuard personal protection systems for vulnerable residents. The system has activated multiple times successfully suppressing fires and protecting residents who cannot self-evacuate.
• National Fire Chiefs Council (NFCC)coreStrategic or Co-development Partner · 1 January 2021Surefire was awarded inclusion on the NFCC Procurement Hub National Framework Agreement for the Supply and Delivery of Safe and Well Equipment to all UK Fire and Rescue Services for Personal Protection Systems. The framework was led by West Midlands Fire and Rescue to engage markets and stimulate innovation.
• Westminster City CouncilmajorStrategic or Co-development Partner · 1 January 2021Surefire has worked with Westminster City Council for several years installing and maintaining UltraGuard Personal Fire Protection Systems for vulnerable residents identified as at-risk. Westminster Council invited Surefire to present at a Dragon's Den style event showcasing assistive living technology to care providers, housing officers, and commissioners.
• Crisis (Homelessness Charity)minorStrategic or Co-development Partner · 1 January 2020Surefire has supported Crisis charity for several years, providing fire risk assessments and fire extinguisher maintenance for their Christmas warehouse operations. Surefire engineers conduct site surveys and servicing to support Crisis's vital distribution operations for homeless individuals.
• Derbyshire Fire and Rescue ServicecoreStrategic or Co-development Partner · 1 October 2019Surefire partnered with Derbyshire Fire and Rescue and East Midlands Housing to install UltraGuard Personal Protection System in a property following a Safe & Well check. The system successfully activated in April 2020, extinguishing a fire caused by a discarded cigarette and protecting the two occupants.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Reliance Fire & Security: UK fire and security systems integrator delivering fire detection, suppression, extinguishers and ongoing maintenance to enterprise and public sector customers. Overlaps with Surefire across core detection, suppression and recurring service offerings in the UK mid-market.
• Trinity Fire & Security: UK-focused fire and security installer/maintenance provider serving commercial and public sector clients with fire alarm, extinguisher and suppression services. Comparable in scope and customer mix to Surefire, competing for similar framework and tender opportunities.
• Marlowe Fire & Security: Listed UK fire and security services group (part of Marlowe plc) providing fire risk assessments, alarm systems, extinguisher servicing and suppression to enterprise customers. Closest direct comparator to Surefire in terms of UK national contract coverage, recurring maintenance model and target customer profile.

Broad incumbents

• Chubb Fire & Security: One of the largest UK fire safety and security service providers, offering fire alarm installation, maintenance, extinguishers, suppression and monitoring across enterprise and public sector customers. Direct overlap with Surefire's national enterprise and multi-site maintenance book, but at materially greater scale.
• Bureau Veritas UK: Global testing, inspection and certification company with UK fire safety compliance and building inspection services. Overlaps with Surefire's fire risk assessment, inspection and compliance offerings but operates as a much larger incumbent across multiple compliance verticals.
• Halma plc: FTSE 100 group of life-safety technology businesses with multiple fire detection and suppression portfolio companies (e.g., Apollo, Advanced). Overlaps with Surefire's fire detection and life-safety focus but as a diversified, much larger incumbent owning multiple specialist brands.

Emerging players

• Bull Products: UK-based specialist in fire safety products and temporary/construction site fire protection, including alarm systems and the Cygnus wireless alarm range. Comparable to Surefire in construction-site and life-safety focus, with a more product-led and emerging-player positioning.

Others

• C-Tec: UK manufacturer of fire alarm panels, detectors and disabled-refuge systems, frequently specified alongside installers like Surefire. Comparable as a UK fire safety technology provider within the same value chain.
• Hochiki Europe: Manufacturer of fire detection and life safety products widely specified into UK commercial and public sector projects. Comparable to Surefire as a participant in the same UK fire safety ecosystem and a likely supplier of detection components used in Surefire installations.

Regional players

• Sodexo UK: Global facilities management group that bundles fire safety services into broader FM contracts, and is a known counterparty of Surefire on projects such as Greenwich University. Comparable through Sodexo's UK integrated FM and fire safety delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/SurefireService
• LinkedInlinkedin.com/company/surefire-services-limited

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Surefire Services