How Choose produces independent, accurate and transparent consumer guidance and comparisons
Choose exists to help people make informed decisions about everyday household services. Our approach is built around clarity, independence and accuracy, particularly in regulated markets where pricing, contracts and consumer rights matter most.
Choose operates independently of the companies we compare or write about. We do not publish sponsored content, advertorials or paid-for editorial, and we do not allow commercial relationships to influence our guidance or opinions.
This separation between editorial decision-making and commercial activity is central to how we work.
Choose is a completely free service for users. To support the running of the site, we may receive a payment from some companies when a user clicks on one of our links and goes on to sign up for a product.
This payment does not affect the deal you receive from the provider and does not cost you anything extra.
These commercial arrangements do not influence our editorial content, recommendations or comparison rankings. Products and services are ranked objectively, based on price or clearly defined features, and never by referral revenue.
Our editorial content is driven by independent research and analysis, not by commercial links. As a result, our articles may include both paid and unpaid links.
The information we publish is intended to provide general consumer guidance and explanation to help people understand their options. It does not constitute personalised financial, legal or professional advice, and should not be relied on as a substitute for advice tailored to individual circumstances.
Comparison tables and tools are designed to help users understand their options clearly.
While we aim to be as comprehensive as possible, our comparisons may not include every product available in the market. Where limitations apply, we seek to make this clear within the relevant content.
Our approach to comparisons and rankings is governed by the Choose Promise, which sets out our commitment to transparency, fairness and independence.
Our content is created using a structured editorial process:
Markets change regularly, so we review and update our content on an ongoing basis to ensure it remains accurate and relevant.
If we identify an error, or if an issue is brought to our attention by a user or stakeholder, we correct it promptly. Significant updates are reflected in the content itself.
Where appropriate, Choose draws on the insight of contributors or subject matter experts to support accuracy and depth. Contributors are selected for their relevant experience and expertise, and their involvement does not affect editorial independence.
Choose operates as a founder-led organisation, with clear responsibility for editorial standards and content quality. Editorial oversight and accountability for Choose's consumer guidance sits with Lyndsey Burton, Founder and Managing Director.
More information about leadership and accountability can be found on the Leadership page.
We welcome feedback on our content and methodology. If you believe something could be improved, updated or clarified, you can contact us via the Contact us page.