AFFINITY MARKETING DIRECT LIMITED

🌳Matureactive
06449032 · ltd · incorporated 2007-12-10
Investment thesis
Established operating company — standard diligence applies, no dominant angle.
Why interesting: Live, filing, normal profile.
Why risky: No standout signals in either direction.
🔒Estimated value
—
Upgrade to see
Turnover
—
year to Dec 2025
Net worth
£1.82M
book net assets
Opportunity
80/100
Exceptional
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What this business does
Primary activity: Other business support service activities n.e.c.
Sector: Administrative & support services
Investor take
Pursue
Asset-holding vehicle with a 69-year-old founder — textbook succession opportunity.

Opportunity 80/100 (exceptional), bankability 75/100. Strong seller-intent signal (83/100, director aged 69). Share purchase looks the cleaner deal structure. Most likely exit: share sale to pe / searcher (73/100).

Data confidence

Overall: medium (79/100)

Adequate coverage. AI outputs are reliable for the sections scored high; verify the rest in diligence.

Company profile
address, 1 SIC codes, incorporation date
100
Financials
2 years of iXBRL accounts extracted (YoY deltas available) + narrative notes parsed
75
Lenders & charges
Confirmed no charges registered
85
Directors & officers
8 officers (2 active, 8 linked, 6 with DOB)
85
Ownership & PSC
2 active PSC(s) of 3 total, 3 with control declared
90
Director network
2 connected companies via shared directors
51
Filing history
69 filings on record
85
Gazette notices
No matching gazette notices (standard for active companies)
60
Opportunity Score
80/100Exceptional
PassWatchWorth a lookStrongExceptional 

Strong composite across quality, acquirability, and risk. High-priority target — progress to serious diligence.

Business quality
70
Active, clean filings, stable charge profile.
Acquirability
80
Strong succession / seller-readiness signals.
Risk profile
85
Few red flags.
Signal strength
90
Good data coverage for analysis.

Signals from accounts

Derived from iXBRL accounts · accounting standard not declared
Positive net assets
Net assets £1,820,474
Cash YoY
+31%
Year on year

Key financials

2 years extracted from filed iXBRL accounts
Cash
£10k
↑ 31% YoY
Net Worth
£1.8m
↑ 1.5% YoY
Current Assets
£1.8m
~ YoY
Current Liabilities
—
£0£370k£740k£1.1m£1.5m£1.8mDec 2024Dec 2025

Hover to see exact values · click legend to toggle series

Financials

Extracted from Companies House accounts · accounting standard unknown
Metric2025-12-312024-12-31
Total assets£1.82M£1.79M
Current assets£1.85M£1.85M
Cash£10.2k£7.8k
Debtors£1.84M£1.84M
Net assets£1.82M£1.79M

Amounts extracted automatically from iXBRL. Fields left blank were not reported or not mapped. Values in GBP unless stated.

🔒Filing-note intelligence

3 signals detected in this company's narrative notes — going-concern language, audit opinion, contingent liabilities, related-party transactions.

Available from the Pro tier upwards.

See pricing →

Recent activity

Last 30 days
0
filings
Last 90 days
0
filings
Last 180 days
1
filing
  • • 1 accounts
Counts from Companies House filing history.
Corporate timeline (32 events)Click to expand
  1. 2026-04-10
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  2. 2025-12-05
    📄
    notification-of-a-person-with-significant-control
    persons-with-significant-control · PSC01
  3. 2025-12-05
    📄
    cessation-of-a-person-with-significant-control
    persons-with-significant-control · PSC07
  4. 2025-12-05
    📄
    change-to-a-person-with-significant-control
    persons-with-significant-control · PSC04
  5. 2025-09-19
    📄
    accounts-with-accounts-type-small
    accounts · AA
  6. 2025-03-13
    📄
    change-to-a-person-with-significant-control
    persons-with-significant-control · PSC04
  7. 2025-03-13
    📄
    notification-of-a-person-with-significant-control
    persons-with-significant-control · PSC01
  8. 2024-08-12
    📄
    accounts-with-accounts-type-small
    accounts · AA
  9. 2023-08-16
    📄
    accounts-with-accounts-type-small
    accounts · AA
  10. 2023-03-24
    📄
    change-person-director-company-with-change-date
    officers · CH01
  11. 2022-05-23
    📄
    accounts-with-accounts-type-small
    accounts · AA
  12. 2021-04-13
    📄
    accounts-with-accounts-type-small
    accounts · AA
  13. 2021-02-03
    📍
    change-registered-office-address-company-with-date-old-address-new-address
    address · AD01
  14. 2021-02-03
    📄
    change-person-director-company-with-change-date
    officers · CH01
  15. 2021-02-03
    📍
    change-registered-office-address-company-with-date-old-address-new-address
    address · AD01
  16. 2020-08-12
    📄
    accounts-with-accounts-type-small
    accounts · AA
  17. 2019-06-25
    📄
    accounts-with-accounts-type-small
    accounts · AA
  18. 2017-05-01
    ➖
    OVALSEC LIMITED resigned
    corporate-nominee-secretary
  19. 2015-08-21
    ➕
    HARRIS, Jeffrey Todd appointed
    director
  20. 2015-08-21
    ➖
    DZIERZYNSKI, Scott Joseph resigned
    director
  21. 2014-11-17
    ➕
    DZIERZYNSKI, Scott Joseph appointed
    director
  22. 2014-11-17
    ➖
    SALES JR., Richard James resigned
    director
  23. 2013-03-06
    ➕
    SALES JR., Richard James appointed
    director
  24. 2013-03-06
    ➖
    STORNELLO, Frank Santo resigned
    director
  25. 2011-07-01
    ➕
    STORNELLO, Frank Santo appointed
    director
  26. 2011-06-30
    ➖
    PORTELLI, Alan Fred resigned
    director
  27. 2008-05-22
    ➕
    FOX, Stephen appointed
    director
  28. 2008-01-07
    ➕
    PORTELLI, Alan Fred appointed
    director
  29. 2008-01-07
    ➖
    OVAL NOMINEES LIMITED resigned
    corporate-nominee-director
  30. 2007-12-10
    🏢
    Company incorporated
    As AFFINITY MARKETING DIRECT LIMITED
  31. 2007-12-10
    ➕
    OVALSEC LIMITED appointed
    corporate-nominee-secretary
  32. 2007-12-10
    ➕
    OVAL NOMINEES LIMITED appointed
    corporate-nominee-director

Owner dependency

83/100
Critical — business is the founder

The business appears inseparable from the founder. Acquisition without a serious earn-out or meaningful transition period would likely destroy value.

FACTORS
  • +Two-director setup: Only two active directors — typical of owner-managed SMEs but limits succession.
  • +Long-tenure founder: Senior director has been in place 18 years — deep operational knowledge concentrated in one person.
  • +Founder age: Director aged approximately 69 — succession pressure is live.

Succession & seller-readiness

79/100
Likely off-market candidate

Strong acquirability signals converging. Worth approaching directly — this is how off-market deals start.

SIGNALS
  • primaryFounder aged 63+: Senior director is approximately 69. Approaching typical UK retirement age — succession thinking likely.
  • secondaryTwo-director governance: Small-team governance. Succession depth is thin but not absent.
  • secondary12+ year tenure: Director in role 18 years.
  • secondaryStable-but-static management: Company is 19 years old and no new directors in the last 3 years — succession not yet being planned internally.
  • supportingClean filings + long tenure: Disciplined long-tenure operator — classic lifestyle-business pattern that often sells quietly.

Red flags

clean
No red flags detected from available public data. (This is not a clean bill of health — detailed accounts review still recommended.)

Shareholders & ownership

2 active beneficial owners
NameSharesVoting rightsNature of controlNotified
Mrs Jodi Rae Harris
Individual · American · DOB 12/1967 · age 59
25–50%
25–50%25-50% shares · 25-50% voting01/12/2024
Mr Jeffrey Todd Harris
Individual · American · DOB 04/1964 · age 62
25–50%
25–50%board control25-50% shares · 25-50% voting · board control06/04/2016
1 historic (ceased) PSC
  • Mrs Jodi Rae Harrisceased 05/12/2025· 25-50% shares · 25-50% voting

From Companies House Persons with Significant Control filings. Share ranges are banded per the public PSC regime.

🔒Co-director network graph

Radial SVG graph showing every company connected via shared directors, colour-coded by status.

Available from the Pro tier upwards.

See pricing →

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Peers ranked by estimated value, then turnover, then opportunity score.See all →
🔒Tailored diligence questions

7 specific questions generated from this company's actual signals — liquidity, leverage, director age, charge count, red flags, age-of-company.

Available from the Pro tier upwards.

See pricing →
🔒Advanced scoring suite

Exit-route ranking, improvement thesis, quiet-distress detector, covenant-pressure proxy, extraction monitor, approaching triggers, ownership drift, local cluster, value trap, debt capacity, archetype classification — 48+ scoring modules.

Available from the Pro tier upwards.

See pricing →

Company details

Statusactive
Typeltd
Incorporated2007-12-10
Jurisdictionengland-wales
Primary SIC82990 — Other business support service activities n.e.c.

Registered office

7 Marconi Gate
Staffordshire Technology Park
Stafford
ST18 0FZ
England

Filing status

Accounts
Next due: 2027-09-30
Last made up to: 2025-12-31
Confirmation statement
Next due: 2026-11-26
Last: 2025-11-12

Officers (2 active · 6 resigned)

FOX, Stephen→
director · ~69y · appointed 2008-05-22
View their other companies + combined net worth →
Active
HARRIS, Jeffrey Todd→
director · ~62y · appointed 2015-08-21
View their other companies + combined net worth →
Active
OVALSEC LIMITED→
corporate-nominee-secretary · appointed 2007-12-10 · resigned 2017-05-01
Resigned
DZIERZYNSKI, Scott Joseph→
director · ~50y · appointed 2014-11-17 · resigned 2015-08-21
Resigned
PORTELLI, Alan Fred→
director · ~79y · appointed 2008-01-07 · resigned 2011-06-30
Resigned
SALES JR., Richard James→
director · ~57y · appointed 2013-03-06 · resigned 2014-11-17
Resigned
STORNELLO, Frank Santo→
director · ~60y · appointed 2011-07-01 · resigned 2013-03-06
Resigned
OVAL NOMINEES LIMITED→
corporate-nominee-director · appointed 2007-12-10 · resigned 2008-01-07
Resigned

Click a director name to see their full track record across all companies.

Recent filings (69 total)

accounts-with-accounts-type-total-exemption-full
accounts · AA
2026-04-10
notification-of-a-person-with-significant-control
persons-with-significant-control · PSC01
2025-12-05
cessation-of-a-person-with-significant-control
persons-with-significant-control · PSC07
2025-12-05
confirmation-statement-with-no-updates
confirmation-statement · CS01
2025-12-05
change-to-a-person-with-significant-control
persons-with-significant-control · PSC04
2025-12-05
accounts-with-accounts-type-small
accounts · AA
2025-09-19
change-to-a-person-with-significant-control
persons-with-significant-control · PSC04
2025-03-13
notification-of-a-person-with-significant-control
persons-with-significant-control · PSC01
2025-03-13
confirmation-statement-with-no-updates
confirmation-statement · CS01
2024-11-29
accounts-with-accounts-type-small
accounts · AA
2024-08-12
confirmation-statement-with-no-updates
confirmation-statement · CS01
2023-11-24
accounts-with-accounts-type-small
accounts · AA
2023-08-16
change-person-director-company-with-change-date
officers · CH01
2023-03-24
confirmation-statement-with-no-updates
confirmation-statement · CS01
2022-11-30
accounts-with-accounts-type-small
accounts · AA
2022-05-23