Divert
Divert is a UK-based waste collection and recycling company founded in 2023 that provides scheduled commercial waste collection, on-demand man-and-van removals, and property clearance services to SMBs and households across Yorkshire and the West Midlands, operating an owned purple fleet under a zero-waste-to-landfill policy.
- Company typePrivate
- Founded2023
- HeadquartersLeeds, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Divert does
Divert is a UK-based waste management company founded in 2023 (Company Registration Number 12951971) that operates commercial and domestic waste collection services across Yorkshire and the West Midlands. The company provides scheduled commercial bin collections, on-demand man-and-van removals, and full or partial property clearances to businesses and households. Divert owns and operates its own fleet of purple-branded trucks and vans directly via employed licensed waste carriers, with operational depots in Leeds and Birmingham and additional offices in York and the newly entered South Yorkshire footprint (Sheffield, Rotherham, Barnsley, launched October 2025). Service breadth spans general waste, glass, cardboard, food waste, dry mixed recycling, sanitary, WEEE, clinical, and confidential waste, with bins from 240L to 1100L provided free to commercial customers.
Divert holds an Upper Tier Waste Carrier registration with the Environment Agency (CBDU390673) and is a member of the Leeds Accredited Waste Carrier Scheme. The company operates under a zero-waste-to-landfill policy, diverting all collected material to recycling or energy recovery, and aligns its offering with the UK Simpler Recycling regulations that mandate separate food waste collection. Its value proposition targets landfill tax reduction, regulatory compliance, and cost predictability for customers, with free bins and fixed all-in pricing positioned against national operators that charge bin rental fees.
The business model is a hybrid of recurring subscription revenue from commercial collection contracts (quote-based, monthly billing) and one-off pay-as-you-go transactions from man-and-van services priced from £59.99 to £299.99 per load. Go-to-market is sales-led and direct: phone-based sales (0333 444 0117) and website quote requests with a claimed one-hour quote turnaround and collections typically starting within days. Marketing is concentrated on local SEO across service-area landing pages, organic social media (@WeAreDivert), and Trustpilot reputation management. The customer base is horizontal and SMB-fragmented, spanning food service, offices, schools, nurseries, healthcare facilities, retail, and residential customers with no disclosed enterprise anchors, institutional backing, or public revenue figures.
Divert firmographics
Firmographics- Name
- Divert
- Legal name
- Divert LTD
- Website
- https://divert.co.uk
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Divert is a UK-based waste collection and recycling company founded in 2023 that provides scheduled commercial waste collection, on-demand man-and-van removals, and property clearance services to SMBs and households across Yorkshire and the West Midlands, operating an owned purple fleet under a zero-waste-to-landfill policy.
- Ownership category
- akta.pro rank
Divert industry classification
Industry- Product category
- Waste Management Services
- NAICS
- Solid Waste Collection (562111), Waste Collection (5621), Hazardous Waste Collection (562112)
- SIC
- Refuse Systems (4953), Sanitary Services (4950)
- akta.pro primary industry
- Industrial & Commercial Waste Collection (Roll-off/Front-load) (IMAIAFAB)
- akta.pro secondary industries
- Commercial & Office Waste Collection (Non-hazardous) (EUAIAGAA), Bulky Waste & White Goods Drop-Off/Transfer (BPALABAE), E-waste & Universal Waste Collection/Transfer (Electronics, Lamps, Batteries) (EUAIABAG)
Keywords
Where Divert is headquartered
LocationHeadquarters
- HQ city
- Leeds
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Divert business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Commercial Waste Collection Services: Regular scheduled bin collections for businesses across Yorkshire and Birmingham. Customers receive free bins and pay only for collection services on daily, weekly, or fortnightly schedules.
- On-Demand Waste Removal: One-off collections for bulky items, house/office clearances, garden waste, and project rubbish removals using man and van service.
- Man and Van Services: On-demand collection with loading included. Pricing tiers: Small load from £59.99, Medium load from £149.99, Large load from £219.99, Extra-large load from £299.99.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | On-demand man and van small load |
| Unit Pricing | Pay-as-you-go | On-demand man and van medium load |
| Unit Pricing | Pay-as-you-go | On-demand man and van large load |
| Unit Pricing | Pay-as-you-go | On-demand man and van extra-large load |
| Subscription | Monthly | Commercial waste collection (regular scheduled) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Divert product offering
Product offeringCore offering
Divert provides scheduled commercial waste collection using free wheelie bins, on-demand man and van rubbish removal for bulky items and house/office clearances, and specialized waste streams (food, cardboard, glass, dry mixed recycling, sanitary, WEEE, clinical, confidential) across Yorkshire and the West Midlands. The company operates as a licensed Upper Tier Waste Carrier and diverts 100% of collected waste away from landfill to recycling or energy recovery facilities.
Product overview
Divert is a commercial and domestic waste collection company operating in Yorkshire and Birmingham, UK. The company provides a portfolio of waste management services built around scheduled bin collections (Commercial Waste Collection), on-demand removals (Man and Van), and property clearances (House Clearance). These core services are supported by specialized waste type collections including General Waste, Glass, Cardboard, Food Waste, Dry Mixed Recycling, Sanitary Waste, WEEE, Clinical, Confidential, Paper, Plastic, Liquid, Oil, Garden, Office, Retail, Industrial, and Automotive waste. The company differentiates through free bin provision (240L to 1100L wheelie bins) and a zero waste to landfill policy, diverting all collected waste to recycling or energy recovery facilities. Collection schedules are flexible (daily, weekly, or fortnightly) and the company operates as a licensed Upper Tier Waste Carrier with the Environment Agency.
Differentiator
Problem solved
Functional benefit
Products and services
- Commercial Waste Collection Scheduled bin collection services for businesses of every size, covering general waste, recycling, cardboard, food, and glass. Free bins are provided with flexible daily, weekly, or fortnightly collection schedules across Yorkshire and Birmingham.
- Man and Van Waste Removal On-demand collection with loading included, suitable for bulky items, garden waste, and items that will not fit in a bin. Priced by load size (Small from £59.99, Medium from £149.99, Large from £219.99, Extra-large from £299.99) with a two-person team that loads and transports the waste.
- House Clearance Full or partial property clearances across Yorkshire and Birmingham for end of tenancy, probate, downsizing, or hoarder clearances. Includes licensed waste disposal and a clear quote before work begins.
- Food Waste Collection Separate food waste collection from businesses with disposal via composting or anaerobic digestion, compliant with Simpler Recycling regulations that require dedicated food waste streams.
- Dry Mixed Recycling Collection of mixed recyclable materials including paper, cardboard, plastic, and metal (excluding glass) stored together in a single bin for simplified recycling.
- Sanitary Waste Collection Collection and disposal of sanitary waste including sanitary products, soiled PPE, nappies, and medical waste such as catheter and stoma bags, serving offices, nurseries, and healthcare-adjacent facilities.
Quantifiable outcome
- Save up to 30% on current waste collection costs
- +2 more outcomes
Companies that use Divert
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Divert technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Divert partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Leeds Accredited Waste Carrier Scheme (LAWCS)minorDivert is a proud member of the Leeds Accredited Waste Carrier Scheme (LAWCS). This membership provides credibility and verification of the company's status as a licensed and accredited waste carrier operating in the Leeds area.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Divert competitors and assessment
Company assessmentBroad incumbents
- Biffa: UK's largest national waste management company providing commercial waste collection, recycling, and treatment services. Directly comparable to Divert on commercial collections but operates at far greater scale across the entire UK with owned transfer stations and processing facilities.
- Veolia UK: Major UK waste and recycling services provider offering commercial collections, materials recovery, and energy-from-waste. Overlaps with Divert on commercial bin collection but with national coverage and integrated processing infrastructure.
- Suez Recycling and Recovery UK: National UK waste management company providing commercial waste, recycling, and resource management. Comparable business model to Divert on commercial collections, with broader geographic reach and owned processing assets.
- FCC Environment: Major UK waste management operator providing commercial collections, recycling, treatment, and disposal services. Comparable on commercial waste collection but with significantly broader UK footprint and integrated waste processing infrastructure.
- Waste Management Inc. (UK): Global waste management company with UK commercial collection and recycling operations. Comparable on commercial bin collection services to Divert but operates at vastly greater scale with national coverage.
Regional players
- Yorwaste: Regional waste management company operating across Yorkshire and the North East, providing commercial waste collections, recycling, and transfer station services. Directly competes with Divert in Yorkshire with similar service offerings and local focus.
Direct peers
- Countrywide Waste Solutions: UK commercial waste collection provider serving regional markets with scheduled bin collections and recycling services. Comparable mid-sized regional operator model with subscription pricing and multi-waste-stream offerings similar to Divert.
- HIPPO Waste: UK man-and-van rubbish removal service offering on-demand household and business waste collections. Directly comparable to Divert's Man and Van and House Clearance services with similar transparent online pricing model.
- AnyJunk: UK on-demand bulky waste and house clearance service operating in major UK cities. Overlaps with Divert's Man and Van service on man-and-van rubbish removal with fixed pricing tiers and licensed waste carrier operations.
- Simply Waste Solutions: UK regional commercial waste and recycling company offering scheduled collections, free bins, and multi-stream waste services to businesses. Closely comparable business model to Divert on subscription-based commercial collections with similar SMB customer focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Divert social profiles
Digital presenceDivert compliance and trust
Trust signalCompliance2 records
Divert financial estimates
Financial estimateRevenue estimate
Valuation estimate
Divert leadership team
Management profileNumber of profiles
Divert funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Divert 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 Divert
What does Divert do?
Divert provides scheduled commercial waste collection using free wheelie bins, on-demand man and van rubbish removal for bulky items and house/office clearances, and specialized waste streams (food, cardboard, glass, dry mixed recycling, sanitary, WEEE, clinical, confidential) across Yorkshire and the West Midlands. The company operates as a licensed Upper Tier Waste Carrier and diverts 100% of collected waste away from landfill to recycling or energy recovery facilities.
Is Divert a public or private company?
Divert is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Divert founded?
Divert was founded in 2023. It employs 11 to 50 people.
Where is Divert based?
Divert is headquartered in Leeds, United Kingdom, in the Europe region.
How does Divert make money?
Three revenue lines are on record. Commercial Waste Collection Services are the primary driver. The others are on-Demand Waste Removal and man and Van Services.
Who are Divert's main competitors?
Broad incumbents on record are Biffa, Veolia UK, Suez Recycling and Recovery UK, FCC Environment and Waste Management Inc. (UK). Yorwaste is listed as a regional player. Direct peers are Countrywide Waste Solutions, HIPPO Waste, AnyJunk and Simply Waste Solutions.
Does Divert have an API?
No public API is recorded for Divert.
What industry is Divert in?
Divert's product category is Waste Management Services. Its primary akta.pro industry code is IMAIAFAB, Industrial & Commercial Waste Collection (Roll-off/Front-load), with a secondary code of EUAIAGAA, Commercial & Office Waste Collection (Non-hazardous). Its NAICS code is 562111 and its SIC code is 4953.