Our commitment to fair, transparent price comparison
The Choose Promise sets out the principles that guide how we compare products, write editorial content and operate as a business. These commitments are designed to ensure our guidance is clear, independent and focused on the interests of consumers.
Our commitments
- We provide a genuinely useful and transparent price comparison service, supported by knowledgeable and unbiased content guides to help people make the best choice for their individual needs.
- Where possible, our editorial and comparison tools aim to reflect the wider market.
- We order our comparison tables only by price or clearly defined factual criteria, and never by referral revenue.
- Choose is an independent company and has no shareholders who supply any of the products or services we compare or list.
- Our editorial content is based on thorough research and factual information, and is produced independently of commercial influence.
- We believe fair price comparison should be inclusive and accessible, and we donate 5% of our net profits to charity.
- We aim to operate as a climate-positive workforce, including offsetting the carbon footprint of our staff through certified projects and supporting tree-planting initiatives in the UK and internationally.
What this means in practice
These commitments underpin how we research, write and maintain content across Choose. You can read more about how they are applied in practice on our How we work page.