Choose operates as a founder-led organisation, with editorial direction and consumer advocacy overseen by its leadership. This page explains who is responsible for the editorial and strategic direction of Choose.
Managing Director & Founder
Lyndsey Burton is the founder and Managing Director of Choose. She launched the business in 2003 and provides senior editorial and strategic leadership across all consumer guidance. Her responsibilities include setting editorial standards, ensuring transparency in advice and maintaining accountability for the site's consumer-focused mission.
As part of this role, Lyndsey Burton regularly comments on consumer issues relating to broadband, mobile services, pricing transparency and consumer protection, drawing on more than 20 years' experience analysing regulated consumer markets and producing independent consumer guidance.
Choose operates with a lean leadership structure focusing on quality, accuracy and independence. The organisation does not publish sponsored content, and all editorial output is produced according to documented standards and review processes.
Editorial content on Choose is governed by clear principles:
For more detail, see How we work.
To understand how content is produced, reviewed and maintained, visit our How we work page, which explains our editorial methodology and quality standards.