VELUX has launched a new installer engagement platform in partnership with Diversity Customer Management, in a move designed to strengthen loyalty and support professional development across the UK installer market.
The new VELUX Partner Programme expands on the company’s existing installer rewards offer by bringing training, technical support, marketing tools and product registration together in a single portal. The scheme is aimed at helping installers grow their businesses while rewarding continued engagement with the brand.
The platform was developed following research carried out by Diversity Customer Management in collaboration with VELUX GBI, covering Great Britain and Ireland. That work included focus groups and one-to-one interviews with installers, which examined growth ambitions, views on loyalty schemes, brand perception and communication preferences.
According to the two companies, the resulting programme has been built around the needs of installers and is intended to simplify day-to-day interaction with VELUX. It is structured around a tier system based on points and credits, with professional benefits designed to encourage longer-term partnership and recognition.
Diversity Customer Management, which works with construction and manufacturing businesses on installer accreditation and loyalty schemes, said the programme is intended to help nurture VELUX’s relationships with installers while supporting higher levels of professionalism in the market.
Sam Lucas, managing partner at Diversity Customer Management, said the business was “very proud” to be supporting VELUX again, describing the company as “forward-thinking” and “installer-centric”.
He said the close collaboration between Diversity, the VELUX installer community and the VELUX GBI business-to-business team had helped shape “a highly bespoke and user-friendly partnership programme”.
Lucas added that consolidating services into one portal would simplify installers’ interactions with the roof window manufacturer, while the integration of training and tier recognition would support professional standards. By making the programme available across Great Britain and Ireland, he said, VELUX was reinforcing its role in raising standards across the industry.
The scheme has already gone through a pilot phase led by Diversity Customer Management, during which it was launched exclusively to VELUX Certified Installers. That trial was used as a testing ground ahead of the wider rollout.
The programme is now being promoted across the installer market, with ongoing activation supported by Diversity’s omni-channel communications plan. The company said this approach has been tailored to different installer segments across Great Britain and Ireland.
Steven Smart, VELUX B2B marketing communication manager, said installers were “at the heart” of the company’s business and that the Partner Programme reflected its commitment to supporting their success. He said the platform had been designed to bring “training, tools and rewards into one place”, making it easier for installers to build skills, develop their businesses and be rewarded for their activity. Smart added that VELUX’s long-standing relationship with Diversity, together with its sector expertise, made it the right partner to help launch a programme shaped around “real installer needs”.
Why This Matters: VELUX’s move matters because it shifts installer engagement beyond simple rewards into capability-building, brand alignment and data-led loyalty. For the fenestration sector, that raises expectations: manufacturers are now competing on training, technical support and business growth, not just product. If successful, the programme could strengthen installer standards, deepen brand retention and accelerate professionalisation across the wider trade market in Britain.
