BoilerJuice

What BoilerJuice does

BoilerJuice Ltd., founded in 2004 and headquartered in St. Ives (registered office) / Cambridge, UK, operates the country's largest independent online marketplace for domestic and commercial heating oil. The platform aggregates real-time quotes from a network of over 200 competing heating oil suppliers across England, Scotland, Wales, and Northern Ireland, allowing customers to obtain instant online quotes by entering their postcode, volume, oil type (Kerosene28, Premium Kerosene for boilers/AGAs, or Red Diesel/Gas Oil Class A2), and tanker type. The core product line has expanded beyond marketplace transactions to include the SG8 Smart Oil Tank Monitor (a CAT-M/NB-IoT pressure-sensor device with up to five-year battery life and 0.5% FSD accuracy), the Connected automated reordering subscription, a Payment Plan (monthly contributions from £10 building order credit), boiler servicing coordination with OFTEC and Gas Safe engineers, and direct sales of HVO-ready Sapphire liquid fuel boilers.

The company monetizes through a transaction fee on marketplace orders, hardware sales (£150 Smart Monitor plus £4.99/month data subscription after year one), subscription fees for Connected service, affiliate commissions from the Utility Warehouse utility-bundling partnership (up to 3p per litre discount), and embedded finance via iwocaPay for commercial customers (orders £150–£30,000). BoilerJuice employs 51-100 people, serves both domestic off-grid households (5% reduced-rate VAT) and commercial customers (5% VAT on orders ≤2,300L, 20% above), and is a wholly owned subsidiary of the independently-held holding company Welsummer Limited. A 2016 funding round was led by Livingbridge; no subsequent rounds are disclosed. CEO is Tim Buckman per the most recent primary source (Utility Warehouse partnership announcement, 2025-11-28), though a separate leadership dataset lists Lee Cowles as CEO, indicating a possible leadership change without a clear timestamp.

Cumulatively the platform has facilitated over 3 billion litres of heating oil to more than 500,000 customers since 2004 and reports 100,000+ four- and five-star Trustpilot reviews. The company is positioned at the intersection of a commoditized physical good and digital intermediation, with growth optionality from IoT-enabled reordering, multi-utility bundling, and commercial segment expansion, against a structural backdrop of declining UK off-grid oil-heating penetration.

Name

BoilerJuice

Legal name

BoilerJuice Ltd.

Website

https://boilerjuice.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

BoilerJuice Ltd. is the UK's largest independent online marketplace for heating oil, connecting over 500,000 cumulative customers with 200+ competing suppliers across England, Scotland, Wales, and Northern Ireland. It monetizes via transaction fees, IoT-enabled Connected subscriptions, hardware sales, and embedded finance partnerships serving domestic off-grid and commercial buyers.

Ownership category

akta.pro rank

Product category

Heating Oil Marketplace

NAICS

Fuel Dealers (457210), Fuel Dealers (4572)

SIC

Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Unbranded/Spot Fuels Distribution (Rack Sales) (EUALAIAC)

Keywords

• Heating oil marketplace
• Fuel price comparison
• Heating oil delivery
• Home heating fuel
• Tank monitoring service

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Marketplace Commission: BoilerJuice acts as an intermediary marketplace, earning revenue from the network of 200+ heating oil suppliers who compete on the platform. Suppliers put forward their most competitive rates, and BoilerJuice earns a service fee on each transaction completed through the platform.
2. Smart Monitor Hardware Sales: Sale of the SG8 Smart Oil Tank Monitor at £150 including 12 months data subscription, with £4.99/month thereafter for continued monitoring services.
3. Connected Monitoring Subscription: Ongoing data subscription fees for Smart Monitor users after the initial 12-month free period, providing tank monitoring and usage data services.
4. Utility Bundle Commission: Partnership with Utility Warehouse for bundled utility services (electricity, broadband, mobile) where BoilerJuice earns commission when customers bundle heating oil with other utilities, receiving up to 3p per litre discount.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

BoilerJuice operates an online price-comparison marketplace that connects UK residential and commercial heating oil customers with a network of 200+ competing fuel suppliers. Customers obtain live postcode-based quotes, place orders, and receive deliveries, while the platform monetizes transactions via commissions. The company also sells IoT tank monitoring hardware, subscription-based fuel management, payment plans, boilers, and boiler servicing as adjunct offerings.

Product overview

BoilerJuice operates as a UK heating oil marketplace connecting off-grid homes and businesses with over 200 suppliers. The core product is the Heating Oil Marketplace where customers enter postcode and volume to receive instant quotes from competing suppliers. The portfolio includes Smart Monitor (SG8) for tank level monitoring, Connected for automated ordering, Payment Plan for monthly budgeting, Boiler Servicing for engineer coordination, Kerosene FuelBox for small top-ups, the BoilerJuice App for mobile management, Price Charts for historical pricing, iwocaPay Business Credit for trade payment spreading, Group Savings for bulk-buy discounts, and Sapphire oil boilers for purchase. The business serves both domestic and commercial customers across UK regions.

Differentiator

Problem solved

Functional benefit

Products and services

• Heating Oil Marketplace Core online marketplace platform offering postcode-based live pricing across 200+ UK heating oil suppliers for domestic and commercial customers, with order placement, payment, and supplier allocation.
• Smart Monitor SG8 IoT-connected ultrasonic tank level sensor that attaches to a heating oil tank and reports live fill levels via the BoilerJuice platform and mobile app, enabling automated reorder and run-out prevention for residential customers.
• Connected Service Subscription service that uses Smart Monitor tank readings to automatically place heating oil orders with competitive suppliers on the customer's behalf, providing hands-off fuel management for residential customers.
• Payment Plan Subscription-style installment plan allowing customers to spread the cost of a heating oil order across scheduled monthly payments, reducing the upfront burden of bulk fuel purchases.
• Sapphire Liquid Fuel Boiler BoilerJuice-branded liquid fuel boiler product line sold to off-grid homeowners as a complete heating solution, complementing the marketplace fuel supply offering.
• Boiler Servicing Maintenance and servicing package for oil-fired boilers purchased or used by BoilerJuice customers, providing annual servicing and breakdown support.
• Kerosene FuelBox Smaller-format packaged kerosene offering for customers who do not have access to bulk tank storage, expanding the BoilerJuice addressable market beyond traditional bulk-buyer households.
• BoilerJuice Mobile App Native iOS and Android mobile applications providing customers with order placement, live pricing by postcode, tank level visibility (with Smart Monitor), and account management.
• Heating Oil for Business Commercial sub-brand of BoilerJuice offering higher-volume heating oil supply, VAT-rated invoicing, and integration with iwocaPay for business credit terms, targeted at farms, country estates, hotels, and other rural commercial premises.

Quantifiable outcome

• 3 billion+ litres of heating oil delivered since 2004
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Utility WarehousecoreStrategic or Co-development Partner · 28 November 2025Strategic partnership to bundle heating oil with Utility Warehouse's services (electricity, broadband, mobile). Customers can save up to 3p per litre on heating oil when bundling multiple services. BoilerJuice provides initial consultation and quote, while Utility Warehouse handles service switching and ongoing account management.
• iwocaPaycoreGTM or Marketing PartnerFinancial partnership enabling BoilerJuice business customers to spread costs on orders up to £30,000. Available for UK Limited Businesses and LLPs. Options include Pay in 30 days (interest free) or Pay in 3 equal monthly payments. iwocaPay manages eligibility checks and approval.
• UK and Ireland Fuel Distributors Association (UKIFDA)minorOthersBoilerJuice displays UKIFDA logo on website indicating membership or partnership with the trade association for fuel distributors in the UK and Ireland.
• 200+ Heating Oil SupplierscoreChannel Partner/ Reseller/ DistributorNetwork of over 200 local and national heating oil suppliers who compete on the BoilerJuice platform. Suppliers enter their best prices by postcode, and BoilerJuice presents the lowest price to customers. Suppliers handle physical delivery while BoilerJuice handles customer acquisition and transaction processing.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about BoilerJuice