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SummaryLegal & StatusTimelineNetworkOwnership & ManagementShareholdersUltimate Beneficial OwnerGeographyFinancialsFinancial HealthDocuments

OUTSMART INSIGHTS LTD

🇬🇧United Kingdom•Private Limited Company (Ltd.)•Active

Summary

Country🇬🇧United Kingdom
StatusActive
Registration Number08334117
Founded17/12/2012
PurposeOther professional, scientific and technical activities n.e.c.
Address124 City Road, London, EC1V 2NX
Confirmation StatementNext due: —; Last made up: —

Legal & Status

Legal FormPrivate Limited Company (Ltd.)
StatusActive
Registration Date17/12/2012
Registry AuthorityCompanies House
Registered Capital—

Source: UK Companies House · Last updated: 03/12/2025

Timeline (24 events)

23/04/2025

Annual accounts filed

Total exemption full accounts made up to 31 December 2024

View file in Documents

31/12/2024

Annual accounts filed

Annual Accounts · Accounting year ending 31/12/2024

View file in Documents

17/12/2012

Appointed Geoffrey Charles Scannell (person)

Appointed as Secretary

Network

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Network depth

Ownership & Management

Persons with significant control

Alex Ayad

75–100% shares · 75–100% voting rights · Right to appoint directors

Appointed: 06/04/2016

87.5%
Alex Ayad

75–100% shares · 75–100% voting rights · Right to appoint directors

Appointed: 06/04/2016

87.5%
Billy Alan Hookway

Right to appoint directors

Appointed: 05/12/2018 · Resigned: 25/08/2020

—
Billy Alan Hookway

Right to appoint directors

Appointed: 05/12/2018 · Resigned: 25/08/2020

—

Officers & directors

Alex Ayad

Director

Appointed: 17/12/2012

—

Showing 1–5 of 8

1 / 2

Ownership Timeline (3 changes)

25/08/2020

Resigned Billy Alan Hookway (person)

Person with significant control

05/12/2018

Appointed Billy Alan Hookway (person)

Person with significant control

06/04/2016

Appointed Alex Ayad (person)

Person with significant control

Shareholders

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Ultimate Beneficial Owner

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Geography

Headquarters

124 City Road

London

EC1V 2NX

Financials

Key figures from annual accounts filings.

Convert to

2017

Profit / (loss): £8.4K

Key figures

Profit / (loss)

2013—
2014—
2016—
2017£8,444
2018£18,398
2019—
2020—
2021—
2022—
2023—
2024—

Total assets

2013£4
2014£4
2016£7,087
2017£96,224
2018£114,622
2019£114,623
2020£134,521
2021£142,485
2022£180,467
2023£1
2024£1

Net Assets Liabilities

2013—
2014—
2016£7,087
2017£93,781
2018£96,225
2019—
2020—
2021£142,485
2022£180,467
2023£158,520
2024£332,016

Equity

2013—
2014—
2016£7,087
2017£96,224
2018£114,622
2019£114,623
2020£134,521
2021£142,485
2022£180,467
2023£1
2024£1

Current Assets

2013—
2014—
2016£43,874
2017£122,556
2018£124,513
2019£143,086
2020£219,067
2021£221,269
2022£239,029
2023£408,392
2024£481,482

Net Current Assets Liabilities

2013—
2014—
2016£6,644
2017£93,248
2018£93,773
2019£112,141
2020£131,274
2021£141,027
2022£210,042
2023£175,077
2024£332,615

Total Assets Less Current Liabilities

2013—
2014—
2016£7,198
2017£93,914
2018£96,801
2019£114,623
2020£134,521
2021£142,485
2022£222,134
2023£180,197
2024£342,586

Cash Bank On Hand

2013—
2014—
2016£38,874
2017£49,161
2018£71,759
2019£48,140
2020£76,658
2021£114,771
2022£138,267
2023£151,598
2024£132,897

Debtors

2013—
2014—
2016£5,000
2017£73,395
2018£52,754
2019£94,946
2020£142,409
2021£106,498
2022£100,762
2023£231,844
2024£348,585

Other Debtors

2013—
2014—
2016£5,000
2017£6,023
2018£5,000
2019£5,000
2020£7,632
2021£7,632
2022£2,632
2023£2,632
2024—

Creditors

2013—
2014—
2016£37,230
2017£29,308
2018£30,740
2019£30,945
2020£87,793
2021£80,242
2022£28,987
2023£233,315
2024£148,867

Trade Creditors Trade Payables

2013—
2014—
2016£6,250
2017£145
2018£140
2019£1,202
2020£1
2021£8,933
2022£127
2023£426
2024£19,970

Other Creditors

2013—
2014—
2016£12,666
2017£2,940
2018£1,868
2019£1,154
2020£52,684
2021£55,522
2022£901
2023£1,141
2024—

Number Shares Allotted

20131
20144
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023—
2024—

Number Shares Issued Fully Paid

2013—
2014—
2016—
20171
2018—
2019—
2020—
2021—
2022—
2023—
2024—

Par Value Share

2013£1
2014£1
2016—
2017£1
2018—
2019—
2020—
2021£0
2022£0
2023£0
2024—

Average Number Employees During Period

2013—
2014—
20162
20172
20183
20194
20204
20213
20223
20235
20247

Accumulated Depreciation Impairment Property Plant Equipment

2013—
2014—
2016£748
2017£1,788
2018£3,222
2019£5,205
2020£6,994
2021£7,914
2022£15,070
2023£18,698
2024£22,228

Advances Credits Directors

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023—
2024£508

Advances Credits Repaid In Period Directors

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023—
2024£812

Amount Specific Advance Or Credit Directors

2013—
2014—
2016—
2017£1,023
2018£154
2019£154
2020£2,632
2021£2,632
2022£2,632
2023£2,632
2024—

Amount Specific Advance Or Credit Made In Period Directors

2013—
2014—
2016—
2017£1,023
2018£4,823
2019£0
2020£5,436
2021—
2022£0
2023£2,000
2024—

Amount Specific Advance Or Credit Repaid In Period Directors

2013—
2014—
2016—
2017£0
2018£6,000
2019£0
2020£2,650
2021£0
2022£0
2023£2,000
2024—

Bank Borrowings Overdrafts

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021£0
2022£41,667
2023£21,677
2024£8,077

Called Up Share Capital Not Paid Not Expressed As Current Asset

2013£4
2014£4
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023—
2024—

Cash Bank In Hand

2013£1
2014—
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023—
2024—

Disposals Decrease In Depreciation Impairment Property Plant Equipment

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021£180
2022£1,020
2023£1,831
2024£1,208

Disposals Property Plant Equipment

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021£180
2022£1,020
2023£1,831
2024£1,208

Dividends Paid

2013—
2014—
2016—
2017£6,000
2018—
2019—
2020—
2021—
2022—
2023—
2024—

Fixed Assets

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023£5,120
2024£9,971

Increase From Depreciation Charge For Year Property Plant Equipment

2013—
2014—
2016£471
2017£1,040
2018£1,434
2019£1,983
2020£1,789
2021£1,100
2022£8,176
2023£5,459
2024£4,738

Net Assets Liabilities Including Pension Asset Liability

2013£4
2014£4
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023—
2024—

Number Shares Issued But Not Fully Paid

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021105,263
2022105,263
2023105,263
2024—

Other Inventories

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023£24,950
2024—

Other Taxation Social Security Payable

2013—
2014—
2016£18,314
2017£26,223
2018£28,732
2019£28,589
2020£35,108
2021£15,787
2022£19,626
2023£32,784
2024£63,231

Property Plant Equipment

2013—
2014—
2016£554
2017£666
2018£3,028
2019£2,482
2020£3,247
2021£1,458
2022£12,092
2023£5,120
2024£5,120

Property Plant Equipment Gross Cost

2013—
2014—
2016£1,414
2017£4,816
2018£5,704
2019£8,452
2020£8,452
2021£20,006
2022£21,333
2023£23,818
2024£32,199

Provisions For Liabilities Balance Sheet Subtotal

2013—
2014—
2016£111
2017£133
2018£576
2019—
2020—
2021—
2022—
2023—
2024—

Share Capital Allotted Called Up Paid

2013£4
2014£4
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023—
2024—

Shareholder Funds

2013£4
2014£4
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023—
2024—

Taxation Including Deferred Taxation Balance Sheet Subtotal

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023£0
2024£2,493

Total Additions Including From Business Combinations Property Plant Equipment

2013—
2014—
2016£583
2017£3,402
2018£888
2019£2,748
2020—
2021£11,734
2022£2,347
2023£4,316
2024£9,589

Total Inventories

2013—
2014—
2016—
2017—
2018—
2019—
2020—
2021—
2022—
2023£24,950
2024£0

Trade Debtors Trade Receivables

2013—
2014—
2016£0
2017£67,372
2018£47,754
2019£89,946
2020£134,777
2021£98,866
2022£98,130
2023£216,557
2024£315,555
Metric20132014201620172018201920202021202220232024
Profit / (loss)———£8,444£18,398——————
Total assets£4£4£7,087£96,224£114,622£114,623£134,521£142,485£180,467£1£1
Net Assets Liabilities——£7,087£93,781£96,225——£142,485£180,467£158,520£332,016
Equity——£7,087£96,224£114,622£114,623£134,521£142,485£180,467£1£1
Current Assets——£43,874£122,556£124,513£143,086£219,067£221,269£239,029£408,392£481,482
Net Current Assets Liabilities——£6,644£93,248£93,773£112,141£131,274£141,027£210,042£175,077£332,615
Total Assets Less Current Liabilities——£7,198£93,914£96,801£114,623£134,521£142,485£222,134£180,197£342,586
Cash Bank On Hand——£38,874£49,161£71,759£48,140£76,658£114,771£138,267£151,598£132,897
Debtors——£5,000£73,395£52,754£94,946£142,409£106,498£100,762£231,844£348,585
Other Debtors——£5,000£6,023£5,000£5,000£7,632£7,632£2,632£2,632—
Creditors——£37,230£29,308£30,740£30,945£87,793£80,242£28,987£233,315£148,867
Trade Creditors Trade Payables——£6,250£145£140£1,202£1£8,933£127£426£19,970
Other Creditors——£12,666£2,940£1,868£1,154£52,684£55,522£901£1,141—
Number Shares Allotted14—————————
Number Shares Issued Fully Paid———1———————
Par Value Share£1£1—£1———£0£0£0—
Average Number Employees During Period——223443357
Accumulated Depreciation Impairment Property Plant Equipment——£748£1,788£3,222£5,205£6,994£7,914£15,070£18,698£22,228
Advances Credits Directors——————————£508
Advances Credits Repaid In Period Directors——————————£812
Amount Specific Advance Or Credit Directors———£1,023£154£154£2,632£2,632£2,632£2,632—
Amount Specific Advance Or Credit Made In Period Directors———£1,023£4,823£0£5,436—£0£2,000—
Amount Specific Advance Or Credit Repaid In Period Directors———£0£6,000£0£2,650£0£0£2,000—
Bank Borrowings Overdrafts———————£0£41,667£21,677£8,077
Called Up Share Capital Not Paid Not Expressed As Current Asset£4£4—————————
Cash Bank In Hand£1——————————
Disposals Decrease In Depreciation Impairment Property Plant Equipment———————£180£1,020£1,831£1,208
Disposals Property Plant Equipment———————£180£1,020£1,831£1,208
Dividends Paid———£6,000———————
Fixed Assets—————————£5,120£9,971
Increase From Depreciation Charge For Year Property Plant Equipment——£471£1,040£1,434£1,983£1,789£1,100£8,176£5,459£4,738
Net Assets Liabilities Including Pension Asset Liability£4£4—————————
Number Shares Issued But Not Fully Paid———————105,263105,263105,263—
Other Inventories—————————£24,950—
Other Taxation Social Security Payable——£18,314£26,223£28,732£28,589£35,108£15,787£19,626£32,784£63,231
Property Plant Equipment——£554£666£3,028£2,482£3,247£1,458£12,092£5,120£5,120
Property Plant Equipment Gross Cost——£1,414£4,816£5,704£8,452£8,452£20,006£21,333£23,818£32,199
Provisions For Liabilities Balance Sheet Subtotal——£111£133£576——————
Share Capital Allotted Called Up Paid£4£4—————————
Shareholder Funds£4£4—————————
Taxation Including Deferred Taxation Balance Sheet Subtotal—————————£0£2,493
Total Additions Including From Business Combinations Property Plant Equipment——£583£3,402£888£2,748—£11,734£2,347£4,316£9,589
Total Inventories—————————£24,950£0
Trade Debtors Trade Receivables——£0£67,372£47,754£89,946£134,777£98,866£98,130£216,557£315,555

Documents

Confirmation statement

08/12/2025

View

Total exemption full accounts made up to 31 December 2024

23/04/2025

View

Annual Accounts

Accounts for the accounting period ending on: 31/12/2024

Filed: 31/12/2024

View

Confirmation statement

10/12/2024

View

Total exemption full accounts made up to 31 December 2023

04/04/2024

View

Annual Accounts

Accounts for the accounting period ending on: 31/12/2023

Filed: 31/12/2023

View

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Confirmation statement

08/12/2023

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Resolutions RES11 ‐ Resolution of removal of pre-emption rights

19/10/2023

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Change of director details

14/06/2023

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YoY profit / (loss) (2017 vs 2018)YoY profit / (loss)
+117.9%
Return on assets (net) (2018)Return on assets (net)
16.1%
Equity ratio (2024)Equity ratio
100%
YoY total assets (2022 vs 2023)YoY total assets
-100%
CAGR total assets (2013–2024)CAGR total assets
-12.9%

Financial Health

Derived ratios from annual accounts. Values are omitted when data is missing or not meaningful.

Growth

YoY total assets (2014 vs 2016)
+177,075%
YoY total assets (2016 vs 2017)
+1,257.8%
YoY net current assets (2016 vs 2017)
+1,303.5%
YoY profit / (loss) (2017 vs 2018)
+117.9%
YoY total assets (2017 vs 2018)
+19.1%
  1. –
  2. –
  3. –OUTSMART INSIGHTS LTD
YoY net current assets (2017 vs 2018)
+0.6%
YoY net current assets (2018 vs 2019)
+19.6%
YoY total assets (2019 vs 2020)
+17.4%
YoY net current assets (2019 vs 2020)
+17.1%
YoY total assets (2020 vs 2021)
+5.9%
YoY net current assets (2020 vs 2021)
+7.4%
YoY total assets (2021 vs 2022)
+26.7%
YoY net current assets (2021 vs 2022)
+48.9%
YoY total assets (2022 vs 2023)
-100%
YoY net current assets (2022 vs 2023)
-16.6%
YoY net current assets (2023 vs 2024)
+90%
CAGR total assets (2013–2024)
-12.9%

Efficiency & returns

Return on assets (net) (2017)
8.8%
Profit / (loss) per employee (2017)
£4,222
Return on assets (net) (2018)
16.1%
Profit / (loss) per employee (2018)
£6,133

Working capital & liquidity

Net current assets (2016)
£6,644
Net current assets (2017)
£93,248
Net current assets (2018)
£93,773
Net current assets (2019)
£112,141
Net current assets (2020)
£131,274
Net current assets (2021)
£141,027
Net current assets (2022)
£210,042
Net current assets (2023)
£175,077
Net current assets (2024)
£332,615

Capital structure

Equity ratio (2016)
100%
Equity ratio (2017)
100%
Equity ratio (2018)
100%
Equity ratio (2019)
100%
Equity ratio (2020)
100%
Equity ratio (2021)
100%
Equity ratio (2022)
100%
Equity ratio (2023)
100%
Equity ratio (2024)
100%
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