Warmur Technology

What Warmur Technology does

Warmur Technology Ltd is a UK-based technology platform that helps homeowners decarbonize domestic heating, with primary focus on heat pump adoption. The core product is the Warmur Passport — a £250 engineering-grade design report (refundable if the customer proceeds with installation) that combines a 3D digital twin of the home, heat loss modeling, a heat pump specification, a room-by-room radiator plan, and an energy/bill impact forecast. Customers enter through a free online Home Energy Report & Score (under two minutes), followed by an optional 15-minute discovery call before the paid Passport stage. A free, impartial positioning — explicitly independent of installers and manufacturers — is central to the value proposition, addressing widespread confusion, opaque quotes, and right-sized system design failures in the UK heat pump market.

The business model blends direct-to-consumer fees (£250 Passport), referral/transaction economics through the Warmur Network of vetted installers (described as the top 1% of UK heating professionals, invite-only, working to Warmur design standards), and ancillary paid support (Hero Support). Revenue is supplemented by Warmur Academy, an installer training capability built through the May 2024 acquisition of Heating Academy Northampton, and by content/earned-media marketing (BBC News, BBC Radio 4, Politico, Which?, MoneySavingExpert, Installer Show). Distribution is UK-only and self-serve via warmur.co.uk, with a separate partner-facing installer portal at installers.warmur.co.uk.

The company was formed through the November 2023 merger of Warmur with The Heating Hub (a consumer advocacy platform founded by Jo Alsop) and is led by Founder & CEO Alex Butcher alongside Founder Jo Alsop. Warmur is a privately held Scottish-registered limited company (Warmur Technology Ltd, SC771872) with 11-50 employees, headquartered in Edinburgh, and serves a UK addressable market of approximately 21 million homes still reliant on gas boilers, against a backdrop where 73% of UK homeowners report insufficient knowledge of low-carbon heating options and the government Boiler Upgrade Scheme provides a £7,500 grant toward qualifying installations.

Name

Warmur Technology

Legal name

Warmur Technology Ltd

Website

https://warmur.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Warmur is a UK-based platform that helps homeowners decarbonize home heating by combining engineering-grade heat pump design reports with a vetted installer network and installer training, targeting the UK's 21 million gas boiler households.

Ownership category

akta.pro rank

Product category

Heat Pump Design Platform

NAICS

Steam and Air-Conditioning Supply (22133), Steam and Air-Conditioning Supply (221330)

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Steam & Air-Conditioning Supply (4961)

akta.pro primary industry

Heat Pumps (Air/Water/Ground Source) (IMAHAKAF)

akta.pro secondary industries

Heat Pump Repair & Maintenance (HSAOAHAD), Residential Demand Response (Smart Thermostats, HVAC, Water Heating, Home Batteries) (EUAFAGAA)

Keywords

• Heat pump design
• Home energy assessment
• Heat loss modelling
• Installer network
• Home decarbonisation software

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Warmur Passport Fee: Homeowners pay £250 for a Warmur Passport, which is fully refunded if they proceed with installation through a Warmur Network installer. The fee covers engineering-grade design work including 3D scanning and heat loss calculations.
2. Referral/Network Fees: Warmur connects homeowners with installers from the Warmur Network and likely earns referral fees or commissions from completed installations through vetted installers who follow Warmur's design standards.
3. Hero Support Service: Website mentions a 'Hero Support' paid service for ongoing support, with payment due in advance.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Warmur provides UK homeowners with engineering-grade heat pump design and home energy assessments through its Warmur Passport service, which combines a 3D digital scan of the home, heat loss modelling, heat pump specification, and an energy/bill impact forecast for a £250 fee. A free Home Energy Report & Score online survey serves as the top-of-funnel entry point. Warmur then connects customers with its invite-only Warmur Network of vetted UK heating installers who carry out installations to Warmur's design standards.

Product overview

Warmur is a platform-plus-services model offering a unified home energy decarbonization suite. The core product is the Warmur Passport—an engineering-grade report service that combines a free Home Energy Score (online calculator), a paid £250 Passport with 3D digital scan and heat loss modeling, and connections to the Warmur Network of vetted installers. The Warmur Method follows three steps: Free Home Readiness Check (online survey), Discovery Call with Expert, and full Warmur Passport design. The company also operates Warmur Academy (training for installers), serves as an independent consumer advocate (formerly The Heating Hub), and provides guidance on complementary technologies including solar PV, batteries, and smart tariffs. All advice is independent of installers or manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Warmur Passport Engineering-grade heat pump design report service for UK homeowners, combining 3D digital home scanning, room-by-room heat loss modelling, heat pump specification, radiator plan, optimised flow temperature settings, and an energy/bill impact forecast, priced at £250 and refunded if installation proceeds through the Warmur Network.
• Free Home Energy Report & Score Free online survey (under two minutes) that matches homeowner inputs against Warmur's home energy profile models to produce a Home Readiness Score, flagging deal breakers and next-step recommendations for home decarbonisation.
• Warmur Network Invite-only national network of vetted UK heating installers (described as the top 1%) who follow Warmur's design standards, use Warmur's digital tools, and deliver MCS-compliant heat pump installations to homeowners referred via Warmur Passport.
• Warmur Academy Training academy for UK heating installers offering courses on hydronic design and heat pump installation, formerly Heating Academy Northampton, acquired by Warmur in May 2024 to support the Warmur Network.
• Hero Support Paid add-on support service for Warmur customers who need ongoing assistance beyond the initial Home Energy Report and Passport, with payment due in advance per Warmur's website terms.

Quantifiable outcome

• Saves £1,000s through right-sized systems that avoid oversizing
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Heating Academy NorthamptoncoreStrategic or Co-development Partner · 21 May 2024Warmur acquired Heating Academy Northampton in May 2024, expanding their training capabilities for the Warmur Network. The academy provides training courses for installers, supporting the company's mission to build skills in the renewable heating industry across the UK.
• The Heating HubcoreStrategic or Co-development PartnerWarmur merged with The Heating Hub in November 2023. The Heating Hub was the UK's trusted voice on heating reform and consumer advocacy. This merger combined impartial expertise with modern technology and training to create a single national platform for smarter home energy. Jo Alsop, founder of The Heating Hub, continues as founder of Warmur.
• Warmur Network InstallerscoreChannel Partner/ Reseller/ DistributorWarmur Network comprises the top 1% of UK heating installers - independent professionals who share commitment to quality, integrity and customer care. They use Warmur's digital tools and standards to deliver reliable, future-ready systems. The network is invite-only and installers follow the Warmur Promise.
• Leah Robinson (Your Energy Your Way)minorChannel Partner/ Reseller/ DistributorYour Energy Your Way is a Warmur Network installer who has provided testimonials about the Warmur Passport making the installation process smoother.
• Barry Sharp (Renewable Heat Scotland)minorChannel Partner/ Reseller/ DistributorRenewable Heat Scotland is a Warmur Network installer who has provided testimonials about the Warmur Passport removing uncertainty from the installation process.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Octopus Energy: UK energy supplier building an in-house heat pump installation service (Octopus Heat Pumps) with proprietary design and customer-acquisition advantages. Most directly comparable as a UK consumer-facing platform competing for the same homeowner mindshare and installer network.
• Heatable: UK online-first heat pump installer that streamlines the homeowner purchase journey with online quotes and fixed pricing. Directly comparable as a digital-first UK heat-pump go-to-market model targeting the same confused-buyer pain point.
• HomeServe: UK home services membership and repair marketplace connecting households with vetted tradespeople, including boiler and heating work. Comparable as a UK homeowner-facing services marketplace with curated tradesperson network and subscription overlay.
• Checkatrade: UK directory and marketplace for vetted tradespeople including heating engineers. Comparable as a consumer-trust-led platform that vets and routes homeowners to installers, the trust layer Warmur's Network is built to replicate for heat-pump-specific work.

Broad incumbents

• British Gas: UK's largest energy supplier and boiler installer, now expanding actively into heat pump installations with Hive integration. Comparable as a broad incumbent using an existing customer base to sell heat-pump upgrades, though lacking Warmur's design-grade differentiator.
• EDF Energy: UK energy supplier with a heat pump installation service and consumer financing options. Comparable as a utility incumbent with national reach and bundled-offer positioning across the same homeowner segment.
• E.ON UK: UK energy supplier offering heat-pump installations and home energy upgrades. Comparable as an incumbent utility bundling heat pumps with energy supply, with broader portfolio reach than Warmur's specialist proposition.
• Daikin UK: Global heat-pump manufacturer with UK installer network (Daikin D1 Partners). Comparable as a heat-pump-specialist incumbent that Warmur positions itself independent of, and as a potential strategic acquirer or partner for distribution.
• Mitsubishi Electric: Major heat-pump manufacturer with a UK installer quality scheme (Mitsubishi Ecodan) addressing the same bad-design problem Warmur targets. Comparable as a manufacturer-side incumbent solving installer quality via certification, and a potential M&A or partnership counterparty.

Emerging players

• Boiler Juice: UK online heating-oil and now broader home-heating comparison and procurement platform. Comparable as an early-stage UK digital intermediary in home heating serving cost-conscious homeowners with cross-supplier choice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61581774551787
• LinkedInlinkedin.com/company/warmur
• Instagraminstagram.com/warmur_home
• Xx.com/warmurhome

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Warmur Technology