Why Energy Comparison Websites Don't Show You the Best Deals
The commercial model behind comparison sites creates a structural bias that routinely hides the most competitive options from UK households.
How Do Comparison Websites Actually Make Money?
UK energy comparison websites are primarily funded by referral fees. When you switch supplier via a comparison platform, the supplier pays the platform a commission — typically £30–£60 per customer acquired. The platform's revenue depends entirely on customers switching to listed suppliers.
This creates a direct financial incentive: only list suppliers who pay. Suppliers who don't participate in those commercial arrangements simply don't appear — regardless of how competitive their tariffs are.
What Is a 'Panel Deal'?
A panel deal is a tariff offered exclusively through a comparison site's commercial network. These deals are sometimes priced below a supplier's standard tariff — but they exist because the supplier is paying for the placement and customer acquisition, and that cost is factored into the overall pricing model.
The result: you may be seeing a deal that looks competitive within the comparison site's filtered view of the market — but is still more expensive than options that don't appear at all.
Which Suppliers Won't Appear on Comparison Sites?
Any supplier that doesn't pay comparison site referral fees. The most significant example for UK households is Utility Warehouse — one of the most competitively priced suppliers for bundled households, but almost entirely absent from mainstream comparison results because they operate through a partner network rather than paying comparison site commissions.
This is precisely the gap Energy Guardian was built to close — providing independent research that goes beyond the comparison site panel.
How to Search the Full Market Independently
- Visit ofgem.gov.uk to understand the regulated market and current price cap
- Contact suppliers directly to ask about tariffs not listed on comparison platforms
- Search smaller and regional suppliers independently
- Consider multi-service bundle providers that comparison sites overlook entirely
What Our Independent Research Found
Our research reviewed the full UK supplier landscape — not just the providers listed on comparison site panels. After analysing tariffs, usage data, and real household profiles, we concluded that Utility Warehouse consistently delivered the strongest overall value for households bundling two or more services.
That conclusion is only reachable by going beyond comparison sites. It's invisible to anyone relying solely on standard comparison tools.
FAQ
How do comparison websites make money?
Primarily through referral fees — a commission paid by the energy supplier each time a customer switches via the comparison platform. This creates a direct financial incentive to list only suppliers who participate in those commercial arrangements.
What is a "panel deal"?
A panel deal is a tariff offered exclusively through a comparison site's commercial network. These deals are sometimes cheaper than a supplier's standard tariff — but they're only available through that platform, and the supplier pays a fee for the placement.
Which suppliers won't appear on comparison sites?
Any supplier that doesn't pay comparison site referral fees. Utility Warehouse is a well-known example — they operate through a partner network rather than comparison platforms, which is why they're rarely visible in standard search results despite being one of the most competitive options for bundled households.
What does Ofgem recommend for finding the best deal?
Ofgem advises consumers to shop around and not rely solely on comparison sites. They publish regulated market data at ofgem.gov.uk. Contacting suppliers directly is also recommended to find tariffs not listed on comparison platforms.
See What Our Research Found
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