Which? helps broadband providers grow through trusted recommendations

Everyone wants broadband they can rely on, with fast speeds, fair prices and good customer service. This led Which? to set up a member promotion with three of the top-performing companies in our rigorous testing.

During the promotion, which ran from 18 March to 22 April 2026, members could receive an Amazon.co.uk gift card worth up to £100 by switching through Which?'s broadband comparison service.

To deliver the offer, we worked with Which? Recommended Provider Zen and Great Value providers Hyperoptic and Community Fibre. Each was recognised as a top performer in our rigorous assessment of broadband providers.

Trusted recommendations

Every year, we survey thousands of broadband customers to identify the UK's best broadband providers. In January 2026, we surveyed 5,235 broadband customers about their experiences and report on every provider that receives at least 50 responses.

By partnering with Which? on the member promotion, the providers were able to showcase a tailored offer to more than half a million Which? members and our highly engaged newsletter audience, a community that values quality, reliability and integrity.

Which? works for you

Amanda Maloney, Commercial Manager at Which?, said:

'A reliable broadband connection is essential for everyday life, yet finding fast, high-quality service at a fair price remains a challenge and priority for consumers. Our partnerships with trusted providers like Zen, Hyperoptic, and Community Fibre ensures our members get access to exceptional value and service from companies that consistently perform in our independent testing.

'Our mission is to make everyday life simpler, safer, and fairer for consumers, and targeted member promotions are a key driver of that goal. In 2026, we will continue to develop initiatives like this to help consumers switch with confidence while connecting them with our trusted partners.'

Our experience with Which?

Amanda Rogers, Head of Marketing at Zen Internet, said:

'Our relationship with Which? has been incredibly valuable over many years. Being recognised as a Which? Recommended Broadband Provider isn't something we take for granted. It reflects the consistently high standards our teams work hard to deliver and gives customers confidence that they're choosing a provider that has been independently recognised for its quality and service.

'The recent member promotion demonstrated the strength of that trust. We saw around a 135% uplift in in-platform sales, while our share of sales through the promotion grew from around 18% to 29%. Those results reinforce the value of the Which? endorsement and member promotion, helping more customers discover Zen and choose us with confidence.

'Maintaining Recommended Provider status isn't always easy, but that's exactly why it matters. It challenges us to keep raising the bar, improving our service and supporting customers when they need us most. We're proud of our longstanding relationship with Which? and look forward to continuing to deliver the standards that customers expect.'

Discover more about how Which? member promotions work.