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Why get endorsed?Why get endorsed?
For established businesses working at scale, the challenge is maintaining brand reputation. Larger home improvement projects are a significant financial and emotional investment and these bigger jobs naturally increase customer nervousness with fears over hidden costs or a project left unfinished.
Our rigorous assessment evaluates your customer service, compliance, and dispute-resolution procedures to verify the integrity of your operations. This provides you with the objective evidence needed to remove purchasing uncertainty. By aligning with the Which? brand, you aren't just telling potential customers you're reliable. You're showing them you've been vetted by the UK's consumer champion and have the robust procedures needed to protect their home.
Independent verification 80% of consumers would be more likely to choose a business endorsed by Which? over an unverified competitor.* 
Reassurance at every stage Place the logo on your website, home quotations, social media, vehicles and workwear, in print and in your branches. 
Strengthen your marketing impact 72% of consumers agree that Which? is a brand they can trust.* Substantiate your reputation and align yourself with the UK’s consumer champion. Your business set up
We endorse businesses from a range of sectors within domestic home improvement on the Which? Trusted Trader scheme. From boiler & home heating, renewables, mobility, automotive, construction, windows and glazing, fitted kitchen, bathrooms and bedrooms. Depending on your business structure, we will recommend applying for one of two options:1. Which? Trusted Trader endorsement
This endorsement type covers your whole business, usually in cases where you only offer one service. It includes an assessment by one of our trading standards professionals of your business practices, complaints handling, terms and conditions, insurance and more.
2. Which? Trusted Trader 'Approved Service' endorsement
This endorsement type endorses your business for a specific service that you provide to consumers even if not all the services you provide would be eligible for endorsement, for example kitchen installations if your business is also a kitchen retailer. It includes a deeper diagnostic assessment examining complaints handling, corporate governance, compliance and more.
Which? Recommended Provider
You might have also heard of our Which? Recommended Provider endorsement. Businesses can't self-nominate – our testing team decide who is selected for assessment after researching the market to ascertain the aspects of a service that matter most to customers, which vary from sector to sector. Your account manager will let you know whether you're eligible.
In the meantime, find out more about Which? Recommended Provider.
Watch: why get endorsed
What other Which? Trusted Traders say
Being a Which? Trusted Trader, the due diligence has been done by Which?. The vetting and onboarding process is phenomenal. From copies of your insurance, to DBS, to various other information they require, it is to make sure that everybody that's on the Which? Trusted Trader scheme is totally vetted.
Steve Gray, Steve Gray Gas Services Ltd Which? Trusted Trader and Powered Now user
Becoming a Which? Trusted Trader has materially improved trust at the point of first contact — which directly translates into better conversion and higher-quality demand. As a newer brand in the UK, credibility was a barrier. The Which? endorsement helps overcome that immediately. We see stronger engagement from customers who recognise the badge, with internal performance trends indicating a 3–5 percentage point uplift in lead-to-booking conversion where trust signals are present. Aira Home Uk March 2026
Becoming a Which? Trusted Trader benefits our business by enhancing our reputation and earning consumer trust through independent endorsement. The rigorous assessment process proves our commitment to high standards, professionalism, and customer satisfaction. With the trusted Which? logo, Green Flag stands out from our competitors, attracting more customers and increasing confidence in our services. Additionally, ongoing support from Which? Trusted Traders—such as dispute resolution and customer service advice—helps us continually improve our business practices. Green Flag November 2025
Common questions
What are the different Which? Trusted Traders endorsement types?
Depending on your business structure, we will recommend one of two options:
- Which? Trusted Trader endorsement
- This endorsement type covers your whole business, usually in cases where you only offer one service. It includes an assessment by one of our trading standards professionals of your business practices, complaints handling, terms and conditions, insurance and more.
- Which? Trusted Trader 'Approved Service' endorsement
- This endorsement type endorses your business for a specific service that you provide to consumers, for example boiler installation. It includes a deeper diagnostic assessment examining complaints handling, review of integrity, corporate governance and compliance and more.
What industries do we endorse?
- Boiler installation
- Furniture installation
Who have we endorsed?
Find out more about the businesses we've endorsed:
What is your Code of Conduct?
Our code of conduct sets out what we expect from the traders we endorse, and helps to protect consumers. All the traders on the scheme sign up to our code of conduct. You can read it here.