Sturdie

What Sturdie does

Sturdie is an Australian electrical contracting and secure technology services firm headquartered in North Plympton (Adelaide), South Australia, operating four direct offices across Adelaide, Sydney, Melbourne, and Brisbane plus partnership arrangements enabling service delivery in New Zealand. Founded in 2006 by Matt Smith, the company operates two integrated divisions: a multi-scale Electrical Services business (installations, lighting, data/communications, audio/visual, maintenance, engineering) and a Secure Technologies business built around AI-powered CCTV, electronic security (intruder alarms, duress systems, vape/environmental sensors, nurse call, fog cannons), and electronic access control (biometric, license plate recognition, Bluetooth, card/fob). Sturdie's revenue model combines project-based professional services (electrical installation, security system design and commissioning), managed services (preventative maintenance, scheduled testing), and a recurring Security-as-a-Service subscription tier with 24/7 monitoring, remote management, and patrol response. The customer base is concentrated in retail (JB Hi-Fi across 220+ stores, Spotlight Retail Group / Anaconda across 130+ stores), with additional exposure to government (Clarence Correctional Centre/Serco, City of Holdfast Bay), energy (AGL Torrens Island), construction (Kennett Builders), healthcare (SA Health), and education (Whyalla Secondary College).

In December 2022, Sturdie was acquired by Fredon Group, which in turn was acquired by NRW Holdings Limited in 2025, placing Sturdie within an ASX-listed industrial parent. The QLD service and maintenance business (formerly Aserve QLD) was rebranded to Sturdie Trade Services in 2025 as part of a national unification strategy. Sturdie holds electrical contractor and security licences across all Australian states and territories plus New Zealand, and is certified to ISO 9001:2015 and ISO 45001:2018. Core go-to-market is enterprise field sales with multi-year, multi-site partnership contracts anchored in retail, with adjacent verticals in government, infrastructure, healthcare, and construction; pricing is quote-based and not publicly disclosed.

Name

Sturdie

Legal name

Sturdie

Website

https://sturdie.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Sturdie is an Australian electrical contracting and secure technology services firm operating across Australia and New Zealand, delivering AI-powered CCTV, access control, and security-as-a-service alongside electrical installation and maintenance to enterprise clients in retail, government, construction, healthcare, and energy.

Ownership category

akta.pro rank

Product category

Electrical Contracting and Security Systems Integration

NAICS

Security Systems Services (56162), Security Systems Services (except Locksmiths) (561621), Security Guards and Patrol Services (561612), Electronic and Precision Equipment Repair and Maintenance (8112)

SIC

Services-Detective, Guard & Armored Car Services (7381), Switchgear & Switchboard Apparatus (3613), Electronic & Other Electrical Equipment (No Computer Equip) (3600), Instruments For Meas & Testing Of Electricity & Elec Signals (3825)

akta.pro primary industry

Intrusion Detection & Burglar Alarm Systems Integration (BPAKAGAC)

Keywords

• Electrical contracting services
• Security systems integration
• AI-powered CCTV systems
• Electronic access control
• Commercial maintenance services

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Electrical Installation Services: Electrical project installation services from simple installations to complex high-security situations, including new builds, refurbishments, and fit-outs.
2. Secure Technologies Installation: Design, installation, and commissioning of comprehensive security systems including CCTV, access control, alarms, and AI-powered monitoring solutions.
3. Security as a Service (SaaS): Recurring security monitoring and patrol response services with 24/7 breakdown and emergency service capabilities.
4. Maintenance Services: Scheduled security system testing, preventative maintenance, and ongoing servicing across electrical and security systems.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sturdie is an Australian multi-disciplined trade services company operating two core divisions: Electrical Services and Secure Technologies. The Electrical division delivers installations, lighting, data, audio/visual, maintenance, and engineering services across commercial, industrial, and infrastructure projects. The Secure Technologies division designs, installs, and monitors AI-powered security systems including CCTV with deep learning, electronic access control, intruder alarms, and nurse call systems for enterprise clients across Australia and New Zealand.

Product overview

Sturdie is a multi-disciplined trade services company offering two core divisions: Electrical Services and Secure Technologies. The Electrical division provides installations, lighting, data/communications, audio/visual, maintenance, and engineering services at all scales. The Secure Technologies division provides AI-powered security solutions including CCTV (hybrid/cloud with facial recognition, license plate recognition, thermal detection, fall detection), Electronic Security (intruder alarms, duress systems, nurse call, video verification, fog cannons), and Access Control (biometric, Bluetooth, card/fob credentials). The company operates nationally throughout Australia and in New Zealand, serving retail, government, education, health, and commercial sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Electrical Services Multi-scale electrical contracting services including installations, lighting, data, maintenance, and engineering for commercial, industrial, and infrastructure projects ranging from simple installations to complex high-security environments.
• Secure Technologies Comprehensive security solutions covering AI-powered CCTV systems, electronic security (intruder alarms, duress systems, vape and environmental sensors), and electronic access control (biometric, Bluetooth, card/fob credentials). Designed for enterprise clients across retail, government, healthcare, and education sectors.
• Security as a Service (SaaS) Recurring subscription-based security monitoring and managed services including intruder alarms, duress/locational systems, vape sensors, environmental sensors, nurse call systems, security patrols and response, with remote management of user-code databases and onsite systems.
• Data/Communications Services Data and communications infrastructure installation and maintenance services for commercial and enterprise clients.
• Audio/Visual Services Audio/visual installation and integration services for commercial and residential applications.

Quantifiable outcome

• CCTV rollout for 130 stores completed to exceptional standard under entire project budget
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature6 records

Partnerships

Four partnerships are on record, tiered minor.

• Queensland Rugby UnionminorStrategic or Co-development Partner · 1 January 2023Fredon Technology QLD and Sturdie QLD partnered with Queensland Rugby Union.
• Aboriginal Building & Civil Construction AcademyminorStrategic or Co-development PartnerSturdie Trade Services is a member of The Aboriginal Building & Civil Construction Academy, supporting indigenous workforce development in the construction industry.
• BlazeAidminorOthersSturdie provided a community support vehicle to help with the bush fire recovery effort following the 2019-2020 bush fires, including delivery of animal food, loading and delivery of equipment for rebuilding of structures.
• McLaren EaglesminorOthersLong-time supporter of the McLaren Eagles who play footy in South Australia's Great Southern Football League. The club shares similar values to Sturdie.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• ADT Security Australia: National provider of monitored intruder alarms, CCTV and access control services; competes head-to-head with Sturdie on multi-site retail and commercial installations.
• Securitas Australia: Delivers electronic security, patrol response and remote monitoring services with national Australian coverage, mirroring Sturdie's Security-as-a-Service model.
• Wilson Security: Provides integrated electronic security, guarding and patrol services across Australia; closely comparable on patrol-response and alarm-monitoring offerings.
• Chubb Fire & Security Australia: Operates electronic security, access control and CCTV integration across Australia, directly competing with Sturdie's Secure Technologies division for enterprise and retail accounts.

Broad incumbents

• Siemens Building Technologies (ANZ): Provides integrated building security, access control and automation to Australian enterprise and critical-infrastructure clients; competes for similar end-customers on large projects.
• Schneider Electric Australia: Combines electrical distribution, building automation and security infrastructure, addressing the same electrical-services-and-secure-technologies crossover that Sturdie sells.
• Downer Group (Australia): Large Australian infrastructure services group with significant electrical and asset-services operations, providing a comparable multi-state electrical-contracting footprint.
• Ventia (Australia): Delivers integrated facilities management and security services across ANZ; comparable on multi-site maintenance and managed-services contracts.
• Honeywell Building Technologies (Australia): Large global building-security and BMS vendor with Australian operations; overlaps with Sturdie on enterprise access control, CCTV and integrated security management.

Others

• BGIS (Australia): Global facilities management provider active in ANZ; comparable as a sibling service provider in integrated facility and security services to large enterprise customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sturdietradeservices
• LinkedInlinkedin.com/company/sturdie-trade-services

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

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 Sturdie