ASGARD MARKETING LIMITED

🌳Matureactive
07754679 · ltd · incorporated 2011-08-26
Investment thesis
Well-run mature business — low negotiation leverage; premium likely.
Why interesting: Textbook target; clean filings, stable trading.
Why risky: No pressure on seller; any deal likely at full price.
Opportunity decay
hardening · 12-months
Already tight — no obvious softening catalysts on the horizon.
  • · Thesis: well-run, low negotiation leverage
🔒Estimated value
—
Upgrade to see
Turnover
—
year to Aug 2025
Net worth
£272.3k
book net assets
Opportunity
74/100
Strong
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What this business does
Primary activity: Other service activities n.e.c.
Sector: Other service activities
Investor take
Pursue
Strong opportunity: asset-holding vehicle with strong profile and bankable structure.

Opportunity 74/100 (strong), bankability 75/100. High owner-dependency — earn-out structure likely required for clean transition. Share purchase looks the cleaner deal structure. Most likely exit: share sale to pe / searcher (58/100).

Data confidence

Overall: high (80/100)

Strong data coverage across all sections. AI outputs should be trusted with minimal caveats.

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
2 officers (2 active, 2 linked, 2 with DOB)
90
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
39 filings on record
85
Gazette notices
No matching gazette notices (standard for active companies)
60
Opportunity Score
74/100Strong
PassWatchWorth a lookStrongExceptional 

Solid opportunity signal. Worth a dedicated memo and management meeting.

Business quality
70
Active, clean filings, stable charge profile.
Acquirability
55
Some acquirability indicators.
Risk profile
85
Few red flags.
Signal strength
90
Good data coverage for analysis.

Signals from accounts

Derived from iXBRL accounts · FRS 102
Positive net assets
Net assets £272,338
Cash YoY
-5%
Year on year

Key financials

2 years extracted from filed iXBRL accounts
Cash
£289k
↓ 5.2% YoY
Net Worth
£272k
↑ 9.9% YoY
Current Assets
£459k
↑ 21% YoY
Current Liabilities
—
£0£92k£184k£275k£367k£459kAug 2024Aug 2025

Hover to see exact values · click legend to toggle series

Financials

Extracted from Companies House accounts · FRS 102
Metric2025-08-312024-08-31
Total assets£272.3k£248.9k
Current assets£459.2k£379.2k
Cash£289.0k£304.8k
Debtors£170.1k£74.4k
Net assets£272.3k£247.7k

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

🔒Filing-note intelligence

1 signal 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
1
filing
  • • 1 accounts
Last 90 days
1
filing
  • • 1 accounts
Last 180 days
1
filing
  • • 1 accounts
Counts from Companies House filing history.
Corporate timeline (18 events)Click to expand
  1. 2026-04-24
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  2. 2025-05-29
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  3. 2024-09-17
    📄
    second-filing-of-confirmation-statement-with-made-up-date
    confirmation-statement · RP04CS01
  4. 2024-08-21
    📄
    memorandum-articles
    incorporation · MA
  5. 2024-07-22
    📄
    resolution
    resolution · RESOLUTIONS
  6. 2024-07-22
    📄
    capital-name-of-class-of-shares
    capital · SH08
  7. 2024-07-18
    📄
    cessation-of-a-person-with-significant-control
    persons-with-significant-control · PSC07
  8. 2024-05-30
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  9. 2023-05-31
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  10. 2022-05-31
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  11. 2021-05-28
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  12. 2020-05-30
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  13. 2019-05-28
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  14. 2018-05-24
    📄
    accounts-with-accounts-type-total-exemption-full
    accounts · AA
  15. 2017-03-20
    📄
    accounts-with-accounts-type-total-exemption-small
    accounts · AA
  16. 2011-08-26
    🏢
    Company incorporated
    As ASGARD MARKETING LIMITED
  17. 2011-08-26
    ➕
    UNDRELL, Boston Laura appointed
    director
  18. 2011-08-26
    ➕
    UNDRELL, Geoffrey James appointed
    director

Owner dependency

71/100
High — earn-out structure required

Material founder dependency. Consider a 2-3 year earn-out and build in a handover plan before completion.

FACTORS
  • +Two-director setup: Only two active directors — typical of owner-managed SMEs but limits succession.
  • +Family involvement: Multiple officers share a surname — likely family business, which concentrates governance.
  • +No director turnover: Company is 15 years old with no director changes — suggests a very tight-knit founder team never broadened.

Succession & seller-readiness

49/100
Moderate signal

Some succession indicators present. Worth watching; approach if sector/strategy fits.

SIGNALS
  • secondaryTwo-director governance: Small-team governance. Succession depth is thin but not absent.
  • secondary12+ year tenure: Director in role 15 years.
  • 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 Boston Laura Undrell
Individual · British · DOB 11/1971 · age 55
25–50%
25–50%25-50% shares · 25-50% voting06/04/2016
Mr Geoffrey James Undrell
Individual · British · DOB 07/1978 · age 48
25–50%
25–50%25-50% shares · 25-50% voting06/04/2016
1 historic (ceased) PSC
  • Mr David Paul Franklingceased 11/07/2024· 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

6 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
Incorporated2011-08-26
Jurisdictionengland-wales
Primary SIC96090 — Other service activities n.e.c.

Registered office

Minerva Mill Innovation Centre
Station Road
Alcester
Warwickshire
B49 5ET

Filing status

Accounts
Next due: 2027-05-31
Last made up to: 2025-08-31
Confirmation statement
Next due: 2026-09-09
Last: 2025-08-26

Officers (2 active · 0 resigned)

UNDRELL, Boston Laura→
director · ~55y · appointed 2011-08-26
View their other companies + combined net worth →
Active
UNDRELL, Geoffrey James→
director · ~48y · appointed 2011-08-26
View their other companies + combined net worth →
Active

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

Recent filings (39 total)

accounts-with-accounts-type-total-exemption-full
accounts · AA
2026-04-24
confirmation-statement-with-no-updates
confirmation-statement · CS01
2025-08-28
accounts-with-accounts-type-total-exemption-full
accounts · AA
2025-05-29
second-filing-of-confirmation-statement-with-made-up-date
confirmation-statement · RP04CS01
2024-09-17
confirmation-statement-with-no-updates
confirmation-statement · CS01
2024-09-09
memorandum-articles
incorporation · MA
2024-08-21
resolution
resolution · RESOLUTIONS
2024-07-22
capital-name-of-class-of-shares
capital · SH08
2024-07-22
cessation-of-a-person-with-significant-control
persons-with-significant-control · PSC07
2024-07-18
accounts-with-accounts-type-total-exemption-full
accounts · AA
2024-05-30
confirmation-statement-with-no-updates
confirmation-statement · CS01
2023-09-08
accounts-with-accounts-type-total-exemption-full
accounts · AA
2023-05-31
confirmation-statement-with-no-updates
confirmation-statement · CS01
2022-09-08
accounts-with-accounts-type-total-exemption-full
accounts · AA
2022-05-31
confirmation-statement-with-no-updates
confirmation-statement · CS01
2021-09-09