SURE24

What SURE24 does

SURE24 Limited is a UK-based private e-commerce retailer and distributor of security and surveillance products, founded in 1992 and headquartered in Bingham, Nottinghamshire, operating as the retail arm of the wider SURE Group. The company sells CCTV systems, covert surveillance devices, rapid-deployment kits, transport DVRs, personal attack alarms, home and business alarms, dementia care alarms, and night vision equipment through its own sure24.co.uk storefront, telephone sales, and trade accounts, with PRICING spanning £3 entry-level personal alarms to £695+ professional transport DVR systems.

The product platform is multi-brand: SURE24 distributes its own SUREGUARD (alarms) and SURE Transport (vehicle CCTV) lines alongside partner brands LawMate, KT&C, Hikvision, Timespace, Nomad, Soroka, Vigilant Vision, and Rapid Vision Systems. Underlying technology is predominantly traditional hardware — analogue and HD IP cameras, vehicle-mounted DVRs with 4G/GPS, covert recording devices, PIR sensors, and decibel-based personal alarms — with the only connected feature noted being the LawMate PV-Cam Viewer app for remote live view and QR-code setup. Customer certifications include ISO9002 on selected alarm SKUs, CE accreditation, RoHS compliance, Sold Secure Police approval on the SGGFT personal alarm, and a GDPR Data Processing Agreement.

Revenue is generated almost entirely through one-time hardware sales across four primary segments: residential consumers (DTC e-commerce), business/enterprise, the UK transport industry (with named customers including Go-Ahead Group, Lothian Buses, and West Coast Motors), and law enforcement/government buyers served via dedicated trade accounts. Free UK delivery is offered over £50, trade and Police/TSU orders are handled by phone with negotiated terms, and a clearance channel monetises end-of-line inventory. Operations are UK-only, the entity is privately held with no disclosed external investment, and the corporate structure groups transport operations under SURE Solutions as a sister entity.

Name

SURE24

Legal name

SURE24 Limited

Website

https://sure24.co.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

SURE24 is a UK-based e-commerce retailer, founded in 1992, selling CCTV, covert surveillance, alarms, and transport security systems to residential, enterprise, transport operators, and law-enforcement customers across the United Kingdom.

Ownership category

akta.pro rank

Headquarters

HQ city

Bingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail E-commerce Sales: Direct-to-consumer and trade sales through the sure24.co.uk e-commerce platform, selling security and surveillance products online with various pricing tiers.
2. Trade and Professional Sales: Sales to trade customers, Police, Technical Support Units, and Government Agencies through account-based relationships.
3. Clearance Products: Sales of discounted/clearance security products through dedicated clearance section.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SURE24 is a UK-based e-commerce retailer that designs, manufactures, brands, and distributes a comprehensive range of security and surveillance products. Its portfolio spans CCTV surveillance systems (cameras, DVRs, monitors), covert/spy cameras, transport and mobile DVR systems, rapid deployment CCTV kits, personal attack alarms, indoor home/business alarms, and dementia care alarms. The company sells both its own proprietary brands (SUREGUARD, SURE Transport, SUREVISION, SURECODE) and partner brands (LawMate, KT&C, Hikvision, Timespace, Nomad, Soroka) through its direct-to-consumer e-commerce platform, telephone sales, and trade/professional accounts serving law enforcement, government agencies, private investigators, transport operators, and residential customers.

Product overview

SURE24 is a UK-based e-commerce retailer specializing in security and surveillance products, operating as a multi-brand platform selling both proprietary SUREGUARD/SURE Transport branded products and partner brands including LawMate, KT&C, Hikvision, Timespace, Nomad, and Soroka. The core product portfolio centers on CCTV surveillance systems (encompassing covert cameras, transport DVRs, rapid deployment kits, and standard cameras/recorders), complemented by personal and property alarms (personal attack alarms, home/business alarms, and dementia care alarms). The company also provides complete security solutions organized by application: vehicle security, home protection, personal protection, and covert operations. Additional offerings include night vision equipment, PIR security lights, and essential accessories such as storage media and batteries. The business serves retail consumers, trade customers, police/government agencies, and technical support units, with operations based in Nottinghamshire since 1992 under the broader SURE Group of companies.

Differentiator

Problem solved

Functional benefit

Brands

• SUREGUARD: Own-brand alarm and security product line including personal attack alarms, window alarms, and door alarms.
• SURE Transport
• SURE Solutions

Products and services

• CCTV and Surveillance Systems Comprehensive CCTV surveillance solutions including cameras, digital video recorders (DVRs), monitors, and accessories for home, business, and transport applications.
• Covert and Spy Cameras Discreet surveillance cameras disguised as everyday objects such as clocks, key fobs, and other household items for covert recording applications. Includes LawMate Wi-Fi enabled covert cameras that pair with the PV-Cam Viewer smartphone app for iOS and Android.
• Transport and Mobile DVR Systems Vehicle-mounted digital video recording systems with 4G, GPS, and dual SD card support designed for fleet management, buses, taxis, and emergency services.
• Rapid Deployment CCTV Kits Custom rapid deployment surveillance kits designed for quick setup and portability, suitable for temporary security needs and mobile operations.
• Personal Attack Alarms Portable personal safety devices including keychain alarms, panic alarms, and attack alarms with varying decibel levels (100dB-140dB) for personal protection. Range includes Sold Secure Approved models such as the SGGFT Torch Alarm with police-endorsed certification.
• Home and Business Indoor Alarms Indoor security alarms including door/window contact alarms, motion sensor PIR alarms, shock/vibration alarms, and perimeter protection systems for residential and commercial premises.
• Dementia Care Alarms Specialized care alarms designed for dementia patients, providing monitoring alerts when patients attempt to leave secured areas.
• Vehicle Security Solutions Complete vehicle surveillance and security systems for HGVs, vans, cars, taxis, buses, coaches, and emergency services. Includes SURE Transport branded solutions supplied to fleet operators including The Go-Ahead Group, Lothian Buses, and West Coast Motors.
• Home Security Solutions Residential security solutions including burglary prevention, crime deterrents, anti-arson equipment, anti-fraud devices, and outbuilding security.
• Personal Protection Solutions Personal safety products including attack prevention devices, lone worker alarms, and domestic violence protection equipment.
• Covert Solutions Advanced covert surveillance systems including audio bugs, tracking devices, and specialist investigation equipment for law enforcement and private investigators.
• Night Vision Equipment Digital night vision monoculars and scopes with IR illumination for low-light surveillance and observation applications.
• PIR Motion Sensor Security Lights Cordless PIR-activated outdoor security spotlights with motion detection for perimeter lighting and deterrence.

Quantifiable outcome

• Products used successfully in crime reduction programmes (CDRPs) and Housing Trusts
• +1 more outcomes

Named customers5 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

Integration1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Lothian BusesminorOthersMajor UK bus operator for whom SURE Transport provides CCTV surveillance systems as part of vehicle security solutions.
• West Coast MotorsminorOthersScottish bus company customer receiving transport surveillance CCTV solutions.
• The Go-Ahead GroupcoreOthersMajor Tier 1 bus manufacturer and transport operator receiving CCTV contracts and surveillance systems for fleet operations.
• LawMatecoreTechnology or IntegrationStrategic brand partnership for covert surveillance equipment including key fob cameras, clock cameras, and DVR systems with LawMate technology.
• KT&CcoreTechnology or IntegrationBrand partnership for professional-grade HD IP cameras and analogue cameras for CCTV surveillance systems.
• HikvisioncoreTechnology or IntegrationCCTV security brand partnership for professional surveillance cameras and recording equipment.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Reolink: Online-first security camera vendor offering consumer and prosumer IP cameras, NVRs and PoE kits via its own storefront. Comparable to SURE24's e-commerce-led retail of CCTV cameras and recorders.
• Swann Communications: Global consumer and SMB-focused CCTV/surveillance brand selling DIY cameras, DVRs and covert-style products online. Closely comparable to SURE24's core covert-camera, DVR and home/business CCTV categories.
• ANNKE: Online retailer of CCTV camera systems, DVRs/NVRs and security kits for home and SMB. Overlaps SURE24's surveillance catalog and direct-to-consumer e-commerce distribution model.
• Lorex Technology: Specialist in CCTV and security camera systems sold through e-commerce to residential and business buyers. Comparable product mix and go-to-market to SURE24's home/business CCTV range.
• Synectics: UK-based specialist in transport, public space and high-security surveillance systems including bus and rail CCTV. Directly comparable to SURE24's SURE Transport / SURE Solutions bus and coach CCTV offering.

Broad incumbents

• Eufy (Anker Innovations): Smart-home security line (cameras, alarms, doorbells) bundled with app/cloud subscriptions. Overlaps SURE24's residential CCTV and home alarm categories with a stronger software stack.
• Arlo Technologies: Smart-home security platform (cameras, doorbells, cloud, AI) competing for the same residential/SMB CCTV wallet. Anchors the smart-security bundle competition that pressures SURE24's home CCTV pricing.
• Ring (Amazon): Smart-doorbell and home-security brand owned by Amazon; competes with SURE24 on residential cameras and alarms via heavy Amazon-channel distribution. Sets the lower bound on consumer pricing.
• Dahua Technology: Global surveillance manufacturer and Hikvision's main Chinese rival, whose products are widely distributed in UK security retail. Sets pricing benchmarks that affect SURE24's third-party brand sourcing.
• Hikvision UK: Global incumbent in video surveillance with a broad portfolio spanning consumer to enterprise. Simultaneously a partner brand on SURE24's site and a broader competitor shaping the UK CCTV market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sure24
• Facebookfacebook.com/SURE24ltd
• LinkedInlinkedin.com/company/sure24-ltd

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 SURE24