WarmZilla
WarmZilla is a UK direct-to-consumer online platform that sells and arranges installation of boilers, EV chargers, air conditioning, and smart home devices via an expert-designed online survey producing instant fixed-price quotes, fulfilled through a network of 700+ Gas Safe registered engineers.
- Company typePrivate
- Founded2014
- HeadquartersCardiff, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What WarmZilla does
WarmZilla Limited is a Cardiff-headquartered, privately-held online home services platform founded in 2014 and operating exclusively in the United Kingdom. The company sells and arranges installation of boilers, EV chargers, air conditioning units, smart home devices, and related heating and plumbing accessories to UK residential consumers through a fully digital, self-serve e-commerce journey built on BigCommerce. Customers complete an expert-designed online survey (authored by the founders, both Gas Safe Engineers) and receive instant fixed-price quotations without any home visit or salesperson involvement, then book an installation slot via a live calendar.
The technology stack centres on an algorithmic survey and recommendation engine, an AI-powered 24/7 live chat for customer support, and the Home Hub customer portal that handles order tracking, warranty documents, cover plans and repeat-purchase discounts. WarmZilla does not directly employ installers; instead it coordinates a network of more than 700 Gas Safe registered engineers (WarmInstallers) across the UK who fulfil installations on a scheduled basis.
Revenue is generated through one-time product sales (boilers, EV chargers, AC units, smart home devices and accessories), annual subscription home cover plans, one-off boiler repair services, credit broking commissions from finance partners Novuna and Snap Finance (under FCA authorisation FRN 815093), and a customer referral programme. Marketing combines national TV advertising on ITV and Sky, official partnerships with CompareTheMarket, MoneySuperMarket and Checkatrade, an active social media presence and an affiliate/coupon programme covering NHS, Blue Light Card and other affinity groups. The company is bootstrapped with no disclosed external funding rounds and holds Gas Safe, FCA, ICO, NICEIC, Refcom and Trustpilot 'Excellent' credentials.
WarmZilla firmographics
Firmographics- Name
- WarmZilla
- Legal name
- WarmZilla Limited
- Website
- https://warmzilla.co.uk
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WarmZilla is a UK direct-to-consumer online platform that sells and arranges installation of boilers, EV chargers, air conditioning, and smart home devices via an expert-designed online survey producing instant fixed-price quotes, fulfilled through a network of 700+ Gas Safe registered engineers.
- Ownership category
- akta.pro rank
WarmZilla industry classification
Industry- Product category
- Home Heating Installation Services
- NAICS
- Plumbing, Heating, and Air-Conditioning Contractors (238220)
- SIC
- Auto Controls For Regulating Residential & Comml Environments (3822)
- akta.pro primary industry
- Water Heater Preventive Check (Flush, Anode, T&P Valve) (HSAGAOAE)
- akta.pro secondary industry
- Emergency Frozen/Thawing Pipe Service (HSAOAMAH)
Keywords
Where WarmZilla is headquartered
LocationHeadquarters
- HQ city
- Cardiff
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
WarmZilla business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Operations, Personnel, Technology or R&D, Supply Chain
Revenue model
- Product Sales (Boilers, EV Chargers, Air Conditioning, Smart Home Devices): One-time sale of physical products including boilers, EV chargers, air conditioning units, radiators, smart thermostats, and smart home devices. Full payment is required before goods are delivered or work commences. Products are sold at fixed prices with no hidden fees.
- Home Cover / Boiler Cover Plans: Recurring home cover plans that provide ongoing boiler and heating system protection, including annual servicing, breakdown call-outs, and repair coverage. Includes a £1,000 limit per repair claim.
- Repair Services: One-off repair services for boilers, plumbing, and heating systems, including one-hour call-out inspections and full guaranteed repairs for boilers under 12 years old.
- Finance / Credit Broking: WarmZilla is authorised and regulated by the FCA (FRN 815093) for credit broking. The company introduces customers to third-party finance providers (Novuna) for payment plans including 0% interest-free credit over up to 4 years on selected boilers. Revenue is generated through credit broking commissions.
- Referral Scheme: Referrers earn £100 per valid referred customer purchase (referee must spend over £1,500). WarmZilla acts as the scheme operator, with referral payments processed via PayPal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard product pricing with fixed-price quotes |
| Subscription | Monthly | 0% Interest-Free Finance over up to 4 years |
| Subscription | Annual | Home Cover / Care Plans |
| Unit Pricing | Pay-as-you-go | One-off Repair Services |
| Hybrid | Pay-as-you-go | Referral Discount |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
WarmZilla product offering
Product offeringCore offering
WarmZilla is a fully online home services platform that sells and arranges installation of boilers, EV chargers, air conditioning units, and smart home devices for UK homeowners. Customers complete an online survey designed by Gas Safe Engineers to receive instant fixed-price quotes, then book installation dates through a live calendar without home visits or salespeople. The company coordinates a nationwide network of over 700 Gas Safe registered installers to deliver installations, servicing, repairs, and ongoing home cover plans.
Product overview
WarmZilla is a fully online home services platform offering a unified portfolio of heating, smart home technology, and EV charging products and services. The core platform centers on boiler installation (combi, system, and regular boilers) with an algorithmic online survey tool that generates instant fixed-price quotes and product recommendations without home visits. This core is extended through add-on modules including boiler finance (0% interest-free credit), boiler cover/home maintenance plans, repair services, landlord services (CP12 certificates), smart home technology (smart thermostats, TRVs, security systems, smart bulbs/plugs/speakers), air conditioning installation, EV charger installation (residential and commercial), and heating accessories (radiators, valves, system filters, water treatment). A customer portal (Home Hub) provides post-purchase support, order tracking, and discounts. The platform operates exclusively online with 24/7 live chat support and coordinates over 700 Gas Safe registered local installers across the UK.
Differentiator
Problem solved
Functional benefit
Products and services
- New Boiler Installation Supply and installation of new boilers including combi, system, and regular boilers from brands such as Worcester Bosch, Vaillant, Ideal, Viessmann, and Alpha. Customers receive instant fixed-price quotes online and book installation directly with a Gas Safe registered engineer without home visits.
- Boiler Cover / Home Cover Plan
Quantifiable outcome
- EndoTherm additive has been independently proven to save up to 15% on heating costs and has a Return on Investment (ROI) of 6-12 months.
- +3 more outcomes
Companies that use WarmZilla
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
WarmZilla technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
AI capability4 records
Feature4 records
WarmZilla partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- CompareTheMarketcoreOfficial partner of CompareTheMarket, one of the UK's leading price comparison websites. WarmZilla's products are listed on the CompareTheMarket platform, driving inbound customer acquisition through comparison shopping. Partner status enhances brand credibility and reach among cost-conscious homeowners.
- MoneySuperMarketcoreOfficial partner of MoneySuperMarket, a major UK price comparison website. Provides an additional channel for customers to discover and purchase WarmZilla's heating and home services products through a trusted comparison platform.
- CheckatradecoreTrusted Partner of Checkatrade, a leading UK trade recommendation platform. This partnership provides additional credibility among homeowners seeking vetted tradespeople for boiler installation and home services.
- BigCommercecoreWarmZilla leverages the BigCommerce e-commerce platform to power its online store. Founder Matthew Powell was invited by BigCommerce to speak about how the platform was leveraged in a novel way to create a seamless and scalable solution for WarmZilla, providing convenience in a traditionally distressing process.
- EndoThermminorStrategic collaboration with EndoTherm, a multi-award-winning energy-saving additive for wet heating systems. WarmZilla was shortlisted for H&V News Awards 2022 Collaboration of the Year alongside EndoTherm. The partnership helps customers reduce energy bills through smart, sustainable heating system additives independently proven to save up to 15% on heating costs.
- Worcester BoschminorWarmZilla has a close working relationship with Worcester Bosch, visiting their factory for behind-the-scenes insight into the innovation behind their products. WarmZilla offers Worcester Bosch boilers as part of its product range and includes Worcester Bosch Greenstar filters (Mini and Maxi) in applicable boiler packages.
- Adey (MagnaScale, Magna Clean, Adey Atom)minorAdey products (MagnaScale2, Magna Clean, Adey Atom) are included in WarmZilla's boiler packages as system filters. Adey MagnaScale2 comes with a 10-year warranty and is approved by WRAS.
- FernoxminorFernox system filters are included in WarmZilla's boiler packages as an alternative to Adey products, depending on boiler model selected.
- Rolec (EV Chargers)minorRolec is one of the EV charger brands sold and installed by WarmZilla. Rolec VendElectric app is used by WarmZilla's EV charger customers for controlling and monitoring their charging.
- Wallbox (EV Chargers)minorWallbox is one of the EV charger brands sold and installed by WarmZilla. Wallbox's mobile app is available to WarmZilla's EV charger customers for controlling and monitoring their home charging.
- evec (EV Chargers)minorevec is one of the EV charger brands sold and installed by WarmZilla. Their mobile app is used by WarmZilla's EV charger customers.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
WarmZilla competitors and assessment
Company assessmentDirect peers
- iHeat: iHeat is a UK online boiler retailer and installer providing fixed-price quotes, finance, and same-day booking. It is a close direct competitor in the online boiler installation space.
- BOXT: BOXT is a UK online boiler installation company that pioneered the digital, fixed-price boiler purchase model with same-week install. It is the most direct competitor to WarmZilla in the online boiler installation category.
- Heatable: Heatable is a UK online boiler installation company offering fixed-price quotes, finance options, and a network of qualified installers. It operates a near-identical digital model to WarmZilla for boiler purchase and install.
Broad incumbents
- Local Heroes: Local Heroes is British Gas's online home services platform connecting customers with vetted tradespeople for boiler, plumbing, and electrical work. It competes with WarmZilla's online self-serve model but as an extension of the UK's largest energy and home services incumbent.
- HomeServe: HomeServe is a long-established UK home services and cover plans provider focused on plumbing, heating, and drainage. Its Home Cover and repair propositions overlap directly with WarmZilla's cover plans and repair services.
- British Gas: British Gas is the UK's largest energy and home services provider, offering boiler installation, servicing, cover plans, and home repairs. It competes with WarmZilla across boiler install, cover, and servicing but at much greater scale and as part of a broader energy portfolio.
- EDF Energy: EDF is a major UK energy supplier that has expanded into boiler installation, servicing, and home cover plans through EDF Energy Services. It competes with WarmZilla's core offerings as part of a broader energy and services portfolio.
Emerging players
- Octopus Energy: Octopus Energy is a fast-growing UK energy supplier with an expanding home services offering including heat pumps, EV chargers, and solar. It is an emerging threat to WarmZilla in the decarbonisation-led home upgrade space.
Others
- Checkatrade: Checkatrade is a UK directory and lead-generation platform for vetted tradespeople. WarmZilla is itself a 'Trusted Partner' of Checkatrade, and the platform represents an adjacent customer acquisition channel rather than a direct competitor.
- Hive: Hive is British Gas's smart home brand offering smart thermostats, sensors, cameras, and plugs. It is a relevant analogous brand in the smart home products category that WarmZilla sells as add-ons alongside boilers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks4 records
Key highlights7 records
Customer concentration
WarmZilla social profiles
Digital presenceWarmZilla compliance and trust
Trust signalCompliance6 records
WarmZilla financial estimates
Financial estimateRevenue estimate
Valuation estimate
WarmZilla leadership team
Management profileNumber of profiles
Profiles2 records
WarmZilla funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WarmZilla M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WarmZilla
What does WarmZilla do?
WarmZilla is a fully online home services platform that sells and arranges installation of boilers, EV chargers, air conditioning units, and smart home devices for UK homeowners. Customers complete an online survey designed by Gas Safe Engineers to receive instant fixed-price quotes, then book installation dates through a live calendar without home visits or salespeople. The company coordinates a nationwide network of over 700 Gas Safe registered installers to deliver installations, servicing, repairs, and ongoing home cover plans.
Is WarmZilla a public or private company?
WarmZilla is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WarmZilla founded?
WarmZilla was founded in 2014. It employs 11 to 50 people.
Where is WarmZilla based?
WarmZilla is headquartered in Cardiff, United Kingdom, in the Europe region.
How does WarmZilla make money?
Five revenue lines are on record. Product Sales (Boilers, EV Chargers, Air Conditioning, Smart Home Devices) is the primary driver. The others are home Cover / Boiler Cover Plans, repair Services, finance / Credit Broking and referral Scheme.
Who are WarmZilla's main competitors?
Direct peers on record are iHeat, BOXT and Heatable. Broad incumbents are Local Heroes, HomeServe, British Gas and EDF Energy. Octopus Energy is listed as an emerging player. Others are Checkatrade and Hive.
Does WarmZilla have an API?
No public API is recorded for WarmZilla.
What industry is WarmZilla in?
WarmZilla's product category is Home Heating Installation Services. Its primary akta.pro industry code is HSAGAOAE, Water Heater Preventive Check (Flush, Anode, T&P Valve), with a secondary code of HSAOAMAH, Emergency Frozen/Thawing Pipe Service. Its NAICS code is 238220 and its SIC code is 3822.