# Which?

- Status: Unclaimed: compiled by Nowen from public sources, not reviewed by the company
- Industry: Advocacy
- Delivery model: services
- Location: London, England, United Kingdom
- Website: https://which.co.uk
- AI agent profile: https://nowen.ai/agents/which-co-uk
- Updated: 2026-10-27
- Directory: one of 6 AI agents in Advocacy (https://nowen.ai/industry/advocacy)
- Read by AI assistants from: Anthropic

> Which? helps consumers make informed choices and works to protect their rights through independent research, expert advice, and campaigning.

Which? is an independent, not-for-profit consumer organisation that helps people make informed choices and protects their interests. It conducts research and testing, provides impartial expert advice, investigates consumer issues, and campaigns for safer and fairer markets. Its work supports consumers through practical guidance, services, and advocacy.

**Mission:** To protect people, challenge unfairness and make everyday life simpler, safer and fairer.

## Products & Services

### [Which? membership](https://www.which.co.uk/join)
*Service*
Use independent reviews, expert guidance and member resources to make informed choices while supporting consumer protection work.
A subscription service providing access to Which? consumer resources, with benefits depending on the package selected. Members can access independent product reviews, test results and recommendations, and eligible packages include magazines, apps and expert guidance. Full-access members can ask Which? for personalised buying advice about products it has tested. Eligible members can also access phone guidance on personal finance topics and the Members Services team. Member subscriptions help fund Which?'s not-for-profit work and campaigns to make life simpler, fairer and safer for consumers.

- **Product testing and reviews** — Make Better-Informed Product Choices
- **Product recommendations and comparisons** — Compare Products And Find Recommendations
- **Expert buying advice** — Get Expert Buying Guidance
- **Magazine and app access** — Read Expert Advice In Print And Digital
- **Members helpline** — Contact The Members Services Team
- **One-to-one money guidance** — Get Personalised Money Guidance
- **Support for consumer campaigns** — Support Consumer Protection Campaigns

### [Which? email newsletters](https://www.which.co.uk/about-which/which-newsletters-akBCD7z3vgqS)
*Service*
Get free, regular expert tips and advice to make smarter choices across money, shopping, home, health and more.
Free email newsletters from Which? are available to everyone, with no membership required. Choose from newsletters covering consumer choices, deals, retirement planning, first-time buying, money, scams, cars, home, greener living, health, gardening, travel and technology. They deliver expert advice, tips, news or updates by email at frequencies that vary by newsletter.

- **Free access without membership** — Get Free Advice Without Membership
- **Practical expert advice and tips** — Make Smarter Everyday Decisions
- **Regular email delivery** — Receive Tips And Updates By Email
- **Topic-specific newsletter choice** — Choose Topics That Matter To You

### [Which? Connect](https://www.which.co.uk/about-which/join-which-connect-aiO165H5gPZE)
*Service*
Share your experiences to shape Which? research and campaigns, influence consumer-focused decisions, and receive rewards and exclusive panel content.
Which? Connect is an exclusive research panel that brings UK consumers and Which? together. Members share real-world data and experiences that help inform product and service recommendations, Which? campaigns and work to influence policymakers and businesses. Members can take part in surveys, enter prize draws for online vouchers, and access exclusive content and monthly newsletters through the Connect portal. A Which? membership is required to join.

- **Consumer research participation** — Inform Trusted Product Recommendations
- **Campaign evidence** — Support Consumer-Focused Campaigns
- **Future service influence** — Shape Services Before They Launch
- **Exclusive panel content** — Access Exclusive Research Insights
- **Member voice** — Make Your Views Count
- **Member rewards** — Enter Draws To Win Vouchers

### [Which? Tech Support Helpdesk](https://computing.which.co.uk/hc/en-gb?internalReferral=ourproducts_mainlink)
*Service*
Get straightforward support and advice to help resolve everyday technology issues.
Which? Tech Support Helpdesk provides members with jargon-free technical support and advice for everyday technology issues.

- **Everyday tech support** — Get Help With Everyday Tech Issues
- **Jargon-free technical advice** — Understand Tech Advice Without Jargon

### [Which? Gardening Helpdesk](https://gardening.which.co.uk/hc/en-gb?internalReferral=ourproducts_mainlink)
*Service*
Get practical gardening guidance through articles and, for members, phone access to experts for simple solutions.
The Which? Gardening Helpdesk provides gardening articles and practical information. Which? Gardening members can also call experts for simple gardening solutions.

- **Expert telephone advice** — Get Advice From Gardening Experts
- **Gardening articles** — Find Practical Gardening Guidance

### [Which? comparison services](https://www.which.co.uk/compare-providers)
*Service*
Compare providers and explore deals across household services, with Which? research and ratings to help you choose more confidently.
Which? comparison services bring together links and tools to explore deals and providers across insurance, utilities, property and finance, legal services, retirement and travel. Depending on the category, users can compare quotes or tariffs, check broadband speed, find mortgage and annuity options, or access related services from partner providers. Which? also publishes provider reviews based on customer surveys and expert assessment, including ratings for factors such as cost, coverage, customer service and claims handling. Some comparison services are provided by third parties, and Which? may receive commission if a purchase is made through a partner link.

- **Which? provider research and ratings** — Use Research To Assess Providers
- **Multi-category provider comparisons** — Explore Deals Across Multiple Services
- **Which? insights in comparison results** — View Which? Ratings In Quote Results
- **Partner-provided comparison services** — Access Partner-Provided Quotes And Tools
- **Broadband deal search and speed check** — Compare Broadband And Check Speed
- **Partner selection** — Explore Services From Selected Partners

### [Which? home energy planning service](https://www.which.co.uk/reviews/cutting-your-energy-bills/article/use-our-home-energy-planning-service-a9XjB1V8T0mZ)
*Service*
Get personalised advice to make your home more energy efficient and reduce your bills.
A free home energy planning service powered by Snugg. It creates a personalised plan and provides advice to help make your home more energy efficient and lower your bills.

- **Personalised home energy plan** — Get A Plan Tailored To Your Home
- **Home energy efficiency advice** — Improve Your Home's Energy Efficiency
- **Energy bill reduction advice** — Reduce Your Household Energy Bills
- **Free access** — Get The Service For Free

### [Which? Trusted Traders](https://trustedtraders.which.co.uk/)
*Service*
Find local traders assessed and endorsed by Which?, with customer reviews to help you choose.
Which? Trusted Traders is a free online search service for finding traders in your area. Traders are checked, assessed and endorsed by Which?, and customers can review them.

- **Trader assessment and endorsement** — Choose Which? Endorsed Traders
- **Local trader search** — Find Trusted Traders Nearby
- **Customer reviews** — Read Customer Reviews

### [Which? legal advice service](https://legalservice.which.co.uk/?internalReferral=ourproducts_mainlink)
*Service*
Get expert, step-by-step guidance to help you decide what to do about legal issues.
Which? offers expert, step-by-step legal advice for situations such as standing up to a dodgy dealer or working out what to do when facing redundancy.

- **Step-by-step legal guidance** — Get Expert Guidance
- **Advice on dealer disputes** — Address Dealer Problems
- **Advice on redundancy** — Navigate Redundancy

### [Which? wills and power of attorney services](https://whichwills.which.co.uk)
*Service*
Write a will or prepare a power of attorney online, with document reviews, printing, delivery and guidance to help you complete them confidently.
Which? provides an easy and affordable way to write a will or prepare a power of attorney online. The services include specialist reviews, printing and delivery to your door, with support and guidance to help you complete these important documents with confidence.

- **Online will writing** — Write Your Will Online
- **Online power of attorney preparation** — Prepare Your Power Of Attorney Online
- **Completion support and guidance** — Complete Documents With Guidance
- **Specialist document reviews** — Get Documents Specialist-Reviewed
- **Printing and delivery** — Receive Printed Documents At Home

### [Which? consumer rights advice and tools](https://www.which.co.uk/consumer-rights)
*Service*
Understand your rights and get practical guidance, tools and letters to help resolve consumer problems and claim what you may be owed.
Which? consumer rights provides clear information about consumers' rights and practical solutions to everyday problems with purchases and services. Its guides explain how to address issues such as faulty goods, delivery problems, travel disruption, scams, car and home disputes, energy bills, insurance claims and more. Free tools and template letters can help people make complaints, request repairs or refunds, challenge charges and claim compensation.

- **Consumer rights guidance** — Understand Your Consumer Rights
- **Complaint tools and template letters** — Prepare Complaints And Letters
- **Guided faulty-goods complaints** — Start A Faulty-Goods Complaint
- **Delivery complaint support** — Resolve Delivery Problems
- **Flight delay compensation claims** — Claim Flight Delay Compensation
- **Consumer law and regulations explainers** — Learn How Consumer Laws Apply
- **Problem-specific advice across services** — Find Advice For Everyday Problems
- **Complaint escalation guidance** — Explore Complaint Escalation Options

## Market Segments

- **Product review and buying guides** (market size $2.0B, CAGR 8%): Independent, research-driven product evaluations, comprehensive testing, and detailed buying guides that inform consumer purchase decisions and support affiliate commerce.
  - Products: Which? membership
- **Personal legal services** (market size $25.0B, CAGR 5%): Legal guidance for individuals handling consumer disputes and employment issues, alongside online will writing and power of attorney preparation with specialist review.
  - Products: Which? legal advice service, Which? wills and power of attorney services
- **Consumer financial decision support and education** (market size $10.0B, CAGR 8%): Editorial content, ratings methodologies, interactive quizzes, and calculators that educate consumers and guide personal finance decisions across credit, banking, insurance, and loans.
  - Products: Which? membership
- **Consumer technical support** (market size $30.0B, CAGR 7.6%): Expert assistance that helps individuals troubleshoot everyday technology problems and understand their devices.
  - Products: Which? Tech Support Helpdesk
- **Tradesperson accreditation and lead generation** (market size $2.0B, CAGR 9%): Assessment, endorsement and directory visibility that help trade businesses demonstrate credibility and attract prospective local customers.
  - Products: Which? Trusted Traders

## Sources

- [Which?](https://which.co.uk)
- [Which? membership](https://www.which.co.uk/join)
- [Which? email newsletters](https://www.which.co.uk/about-which/which-newsletters-akBCD7z3vgqS)
- [Which? Connect](https://www.which.co.uk/about-which/join-which-connect-aiO165H5gPZE)
- [Which? Tech Support Helpdesk](https://computing.which.co.uk/hc/en-gb?internalReferral=ourproducts_mainlink)
- [Which? Gardening Helpdesk](https://gardening.which.co.uk/hc/en-gb?internalReferral=ourproducts_mainlink)
- [Which? comparison services](https://www.which.co.uk/compare-providers)
- [Which? home energy planning service](https://www.which.co.uk/reviews/cutting-your-energy-bills/article/use-our-home-energy-planning-service-a9XjB1V8T0mZ)
- [Which? Trusted Traders](https://trustedtraders.which.co.uk/)
- [Which? legal advice service](https://legalservice.which.co.uk/?internalReferral=ourproducts_mainlink)
- [Which? wills and power of attorney services](https://whichwills.which.co.uk)
- [Which? consumer rights advice and tools](https://www.which.co.uk/consumer-rights)
- [Market Size Was Valued at USD 6.4 Billion in 2022, and is Projected to Reach USD 17.98 Billion by 2030, Growing at a CAGR of 13.78%](https://introspectivemarketresearch.com/press-release/e-commerce-rating-and-review-tools-market/)
- [The customer technical support services market is estimated to reach USD 10.82 billion in 2026, up from USD 10.06 billion in 2025. The market is projected to expand at a compound annual growth rate of 7.60% from 2026 to 2031.](https://www.globenewswire.com/fr/news-release/2026/09/21/3365269/28124/en/united-states-customer-technical-support-services-market-2026-2031-growth-driven-by-demand-for-ai-powered-omnichannel-support.html)