Which?
Business Profile
Core Value Proposition
Which? provides expert testing, reviews and advice to help consumers make informed purchase decisions.
Target Customer
UK general consumers and shoppers seeking independent product reviews, buying guidance and consumer rights information.
Key Differentiator
UK-based consumer champion with the legal power to file super-complaints to regulators, plus independent product testing and Best Buys.
Implementation Timeline
Access to Which? Digital and Best Buys is immediate upon subscribing; value from the service is realized as soon as membership begins.
Pain Points
- 1Substandard service levels and poor claims-handling in home and travel insurance
- 2Confusing policy terms and the risk of cash settlements not covering long-term costs
- 3Difficulty finding reliable, up-to-date consumer guidance and best-value purchases
Key Features
- 1Independent product testing and reviews
- 2Best Buys and product test results across categories
- 3Expert buying advice, newsletters and tailored answers
- 4Digital membership for on-the-go access to reviews and deals
Target Customer Industries
Decision Makers
- 1Director of Policy and Advocacy
- 2Senior researcher & writer
- 3Chair, MoneySavingExpert.com
- 4Chair, Money & Mental Health Policy Institute
Client Results
- 1Case study: AXA Partners reversed a claim decision and settled the claim in full for Yvette Greenley
- 2Case study: LV General Insurance delays and disputes with Cordwells; partial settlements and payments toward accommodation
- 3Campaign outcome: Which? filed a super-complaint to the FCA regarding home and travel insurance; FCA has 90 days to respond
Competitive Advantages
- 1Independent, evidence-based testing rather than marketing claims
- 2Formal consumer advocacy power (super-complaint) to drive regulatory attention
- 3Curated Best Buys and expert advice to simplify shopping decisions
Key Benefits
Case Studies & Success Stories
AXA Partners reverses claim decision and settles in full (Yvette Greenley case)
A Which? investigation highlighted a travel insurance claim where AXA Partners initially denied a claim; after review, the insurer apologised and settled in full, offering compensation
LV General Insurance delays and disputes with Cordwells' claim
Cordwell family faced delays and disputes over repairs; LVGI offered £57,000 against estimates of £80,000; payments for alternative accommodation were made, but delays and contractor issues persisted
Insurance super-complaint to FCA
Which? lodged a super-complaint to the Financial Conduct Authority regarding home and travel insurance; the FCA has 90 days to respond and actions could include enforcement, voluntary changes, investigations or government/regulator action
Additional Product Information
Product Description
Independent consumer testing, reviews and advice service providing Best Buys and expert guidance to help consumers make informed purchases.
Target Market
UK consumers seeking reliable product testing, buying guidance and consumer-rights information.
Unique Value Proposition
Which? blends independent product testing, consumer advocacy powers (super-complaints) and practical buying advice to help consumers save money and improve market outcomes.
Technical Requirements
Not specified in content
Pricing Model
Membership prices: £5 for the first month; Which? Digital subscription renews at £8.99 per month; cancel anytime.
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