Security That Works in Practice, Not Just on Paper
Security is everywhere we look — in shops, at events, on the streets. Yet more often than not, it feels like an illusion rather than a safeguard. Guards are booked last-minute, agencies are unreliable, and accountability is patchy at best. Sisters Aliona and Aurela saw this reality first-hand and decided it was time to change the system. Their answer is Surely— a platform designed to make security simple, transparent and trustworthy. Think of it as the Uber or Airbnb of protection: fast, flexible, and built around trust.
From Setbacks to Start-Up
Aliona’s path to entrepreneurship wasn’t straightforward. Originally from Albania, she had studied business and completed a master’s degree, but when COVID struck, she found herself stuck in the UK with limited job opportunities. Watching her father’s work in security, she began to notice how chaotic and inefficient the industry was. The constant scramble for staff, the lack of reliability, and the frustration on both sides of the market revealed a glaring gap.
Rather than see this as a barrier, Aliona saw it as an opportunity. She joined forces with her sister Aurela, whose design and architecture background brought a fresh perspective to the venture. Together, they shaped Surely as a service that isn’t just functional, but user-friendly and trustworthy — combining Aliona’s business mindset with Aurela’s focus on experience and design.
How Surely Is Different
At its heart, Surely is about taking the guesswork out of hiring security. The platform allows clients to post their requirements, view available professionals, check ratings and reviews, and book with confidence. For the guards, it offers consistent opportunities, fairer treatment, and a way to showcase their professionalism. The model is built on transparency and accountability — qualities the traditional industry has long neglected.
By putting choice and trust at the centre, Surely is changing how people think about security. Whether it’s a store needing short-notice cover or an event organiser planning months in advance, the platform provides flexibility without compromising on quality.
Lessons Learned Along the Way
Building a new model in such a traditional industry hasn’t been easy. Convincing clients to try a new approach takes persistence, and the sisters have had to learn quickly from their early mistakes. They admit that running a business together as siblings can be intense, but they see their closeness as one of their biggest strengths. The trust between them mirrors the very principles on which Surely is built.
They have also learned not to overthink every detail. Start-up life is about moving fast, adapting when things go wrong, and staying focused on the bigger picture. For Aliona and Aurela, every challenge has been a reminder that progress comes through testing, learning and refining.
Looking Ahead
For now, Surely is focused on London, where demand for reliable and flexible security is at its highest. But the sisters’ ambitions are far larger. Their vision is to take the platform global, offering a service that could transform how security is hired anywhere in the world. The priority, however, is to get the foundations right — building trust, perfecting the model, and proving that security can be done better.
Surely is still in its early days, but its story already shows how frustration with the way things are can spark a new way forward. By combining business sense, creative design and sheer determination, Aliona and Aurela are not just rethinking security — they’re reinventing it.
Find out more about Surely here: https://surelysecurity.com
Connect with the Surely team through LinkedIn https://www.linkedin.com/in/surely-security/
