auger.co.uk
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Auger: The £36M Underground Intelligence Firm
How a UK drainage specialist masters high-margin B2B with 62% direct traffic and 677 five-star reviews
While SaaS founders chase viral growth, Auger quietly commands a £36.5M revenue engine solving critical infrastructure problems. They're not a startup—they're a tech-enabled insurance investigation powerhouse that turns flooded basements and subsidence claims into a digital moat.
"62% direct traffic proves they own their customer relationship—no SEO dependency, no ad spend arms race. That's a brand, not a keyword strategy."
The Insurance Moat
Auger operates in a B2B2C model where insurance companies (their primary customer) demand reliability over price. With 151 employees and £242K revenue per employee, they've built a high-margin operation where trust and speed trump cost. The 677 Trustpilot reviews aren't vanity—they're proof of execution at scale.
Search Strategy Reality Check
Organic search drives just 26% of traffic, but 'auger drainage' (210 monthly searches) and 'water mains' (620 searches) show they capture high-intent commercial queries. The real power? Ranking for 'auger' (33K searches) while converting insurance partners who search directly. They're playing chess while competitors play checkers.
Their tech stack—Tailwind, Bootstrap, Squarespace—reveals a pragmatic approach: ship fast, don't over-engineer. The focus isn't on bleeding-edge frameworks; it's on operational excellence. Neil Wilks (Head Technology & Digital) and Joshua Hughes (Head Digital Operations) aren't building unicorns—they're building an unsexy, profitable machine.
- Geographic concentration: 100% UK traffic signals deep local dominance, not global weakness
- Brand arbitrage: 'auger' is their keyword fortress—33K monthly searches they effectively own
- Service expansion: From drainage to water mains to subsidence investigations, they cross-sell into existing insurance relationships
The Unsexy Billion-Dollar Playbook
Auger proves that infrastructure + insurance + technology = a defensible £36M revenue machine that VCs overlook because it's not sexy. But sexy doesn't pay the bills—fixing subsidence does.
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Auger Site Investigations | Get Expert Assistance Today
Discover expert drainage, water mains, and subsidence investigation services for insurance claims across the UK. Reliable, technology-driven solutions for underground infrastructure issues.
Discover expert drainage, water mains, and subsidence investigation services for insurance claims across the UK. Reliable, technology-driven solutions for underground infrastructure issues.
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Reviews (20)
Excellent service throughout
Auger were appointed by our home insurance company to survey our drainage problems and recommend works to repair them. We decided to accept Auger doing the repairs and these were carried out quickly, with the paving replaced and the property left clean and tidy. The staff were excellent throughout, both the team in the office and engineers attending the property. Auger also charged less than a competitor who had initially attended the property and recommended works. The team spoke about Auger very positively, it sounds like they look after their staff well and it was apparent in the excellent attitude and professionalism of the team. I will contact Auger for any issues in the future and would strongly recommended them.
Very experienced
Very experienced , surveyor who explained everything in full detail and made a comprehensive report
Thank you for your lovely feedback!
Friendly, professional service throughout
An old victorian/lead pipe (off a communal feed) had started to leak. Auger came out and were able to cap-off an old pipe. The representative from Auger was experienced and simply got on with the job in hand, found the right point to isolate the supply (end of the street), knocked on doors to explain to neighbours, then got stuck in digging down to the pipe, capped it off and back-filled. Very impressed.
Thank you for such positive feedback. We are thrilled to have impressed you with our services!
Excellent service
This company were appointed by my insurance company and carried out an excellent job. Communication leading up to the work was very clear and the site team were polite, communicative and tidy. Very happy with the drainage work they carried out (survey, pipe lining and pipe repairs).
Thank you for such positive feedback. We are delighted to have provided you with our services!
Unexpected water pipe leak at local Church
A complete solution to locate, consider the fix and resolve a leaking water pipe. Technicians are multi skilled and able to undertake any necessary work required to repair. Augur keep you fully informed throughout the process and liaise with insurers on your behalf.
Thank you for such positive feedback. I am happy that we could help!
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About auger.co.uk
Discover expert drainage, water mains, and subsidence investigation services for insurance claims across the UK. Reliable, technology-driven solutions for underground infrastructure issues.
Company Overview
auger.co.uk Social Media
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Technology Stack
auger.co.uk uses 12 technologies across their website including Google Maps, Google Fonts, HSTS, and more.
Maps
Google Maps
Fonts
Google Fonts
Security
HSTS
CMS
Squarespace
E-commerce & Payments
Squarespace Commerce
Performance
Lazy Loading, Priority Hints
Traffic & Audience
auger.co.uk receives approximately 2.8K monthly visitors and ranks #5,886,296 globally. The website has a bounce rate of 48% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 0:31 on the site.
The majority of auger.co.uk's traffic comes from .
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