ASG Announces Name Change and New Focus on Security Solutions

Assist Security Group (ASG), previously known as Assist Services Group, a leading provider of bespoke security solutions, today announces its new identity and strategic focus exclusively on security services. This move underscores ASG’s commitment to addressing the evolving security needs across various industries.


With over three decades of experience in offering protection and support, ASG has been at the forefront of delivering customised security strategies. The company’s evolution to focus solely on security is a response to the increasingly complex security landscape and the growing demand for specialised services.


Troy Hewitt, CEO of Assist Security Group, said, “Our decision to rebrand as Assist Security Group reflects our dedication to providing the best security solutions. We understand that today’s security threats are more sophisticated and varied than ever. Hence, our exclusive focus will enable us to innovate and adapt to these challenges effectively.”


ASG’s new approach is anchored in its innovative 6-Point Security Solution, a comprehensive framework encompassing Protection, Prevention, Presentation, Planning, People, and Partnership. This solution offers end-to-end security, tailored to the unique needs of each client.


Protection: ASG ensures the safety of all personnel, including VIPs and senior staff, through round-the-clock protection services at various venues and events.


Prevention: The company emphasises proactive measures in corporate sectors, especially hotels, to prevent security breaches and maintain a secure environment.


Presentation: In collaboration with luxury hotels and retail clients, ASG enhances customer experience by providing discreet yet effective security solutions.


Planning: Security consulting, including audits and risk assessments, forms a core part of ASG’s services, ensuring safe and smooth operations for events and businesses.


People: ASG prides itself on its team of highly trained security professionals and emphasises continuous staff development and training.


Partnership: The company’s approach to building strong relationships with clients, authorities, and staff is key to delivering customised security solutions that exceed expectations.


Our 6-Point Security Solution is the result of over 30 years of close collaboration with clients, deeply understanding their unique risk landscapes and goals. This framework simplifies communication while ensuring comprehensive coverage of all security aspects,” added Hewitt.


ASG’s rebranding also highlights its commitment to staff welfare. The company provides benefits such as 24-7 access to GPs, counselling and welfare advice, and free financial and legal assistance. 


For clients, the advantages of partnering with ASG include tailored strategies that combine world-class protection with a personalised approach, comprehensive coverage of all security needs, expertise across specialised divisions, streamlined communication, and a competitive edge.


Hewitt concluded, “Our role is to understand and mitigate risks so our clients can thrive safely. As an established and responsive security partner for over 30 years, ASG offers an enhanced ability to collaborate through this innovative framework. We invite clients to get in touch and see how our 6-Point Security Solution can address their unique security requirements.”


This strategic shift marks a new chapter for ASG, reinforcing its position as a leader in the security industry and a trusted partner for clients across various sectors.


About Assist Security Group:


Assist Security Group (ASG) is a leading provider of bespoke security solutions with over 30 years of experience. Specialising in a range of industries, including luxury hotels, retail, estate management, corporate offices, tourist entertainment, event management, hospital facilities, and security training, ASG takes a consultative approach to tailor services to each client’s unique needs.


Contact ASG for information or a free security audit to assess vulnerabilities in your organisation, visit to speak with one of our security experts in confidence. Act now to gain actionable insights that enable you to secure your people, property and profits. Email: or call 0208 543 6670

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