Why Using a Comparison Site Can Lead to More Expensive Broadband (2026)

Most major broadband comparison sites earn commission from providers — typically £50–£120 per sign-up — which creates an incentive to promote higher-margin deals from large ISPs rather than the cheapest options from local altnets. Ofcom has acknowledged that comparison sites vary widely in the number of providers listed and the transparency of their ranking methodology.

How Comparison Sites Make Money

The dominant revenue model for broadband comparison sites is cost-per-acquisition (CPA) affiliate commission. When you click through to a provider and sign up, the comparison site earns a referral fee. These fees vary by provider: smaller altnets typically pay less than large national providers. Sites have a financial incentive to list providers who pay higher commissions — and to rank them prominently. Providers who do not participate in affiliate marketing — including some local altnets — may be excluded entirely. In areas where Hyperoptic or Community Fibre offer full fibre at competitive prices, a customer using a biased comparison site might never see these options and end up paying more for a slower connection from a large national provider.

The Altnet Gap: 120+ Providers Missing From Major Sites

As of April 2026, over 120 independent altnets operate in the UK, delivering FTTP to specific towns, cities, or rural areas often at more competitive prices than Openreach-based providers. Many of these — including regional providers like BRSK and national independents like Cuckoo — are absent from the major comparison platforms. An Ofcom report in 2024 found that the average number of providers shown on leading comparison sites was significantly lower than the actual number available at a given postcode. Customers in areas with multiple altnets could save £5–£20 per month by choosing a local provider — savings they would never find on a site that only lists four or five national ISPs.

Ranking Manipulation and Paid Placement

Beyond simple exclusion, some comparison sites allow providers to pay for top placement — showing more expensive deals at the top of the results table. Ofcom's 2023 broadband switching research found that 43% of customers chose the first deal shown on a comparison site without scrolling further. A deal ranked first is not necessarily the cheapest or best-value option — it may simply be the one generating the most commission for the site. Ofcom-accredited comparison sites must meet minimum standards for accuracy and transparency, but accreditation does not prohibit paid placement or affiliate-based ranking.

How CompareFibre Is Different

CompareFibre includes independent altnets, local providers, and national ISPs in a single search. Results are ranked by price by default with no paid placement — the cheapest deal at your postcode appears first, regardless of which provider it is from. Providers do not pay for inclusion or influence how they are ranked. This model ensures that customers in areas with altnet coverage see the full picture, including Full Fibre deals that may be £10–£20 per month cheaper than the equivalent package from a major national provider.

Compare Broadband Deals at Your Address

Enter your postcode to see every provider available at your address — from national ISPs to local altnets — ranked by price with no hidden paid placement. You may find a faster, cheaper deal that the major comparison sites would never show you.

Frequently Asked Questions

Are Ofcom-accredited comparison sites trustworthy?

Ofcom accreditation ensures that pricing and availability data is accurate, but it does not prevent paid placement, commission-based ranking, or the exclusion of providers who do not pay affiliate fees. Accreditation is a floor, not a ceiling.

What is an altnet broadband provider?

An altnet (alternative network) is any broadband provider that builds and operates its own infrastructure independently of Openreach or Virgin Media. Altnets range from large urban operators with hundreds of thousands of customers to small rural specialists covering a few thousand homes.

How can I find all providers at my address?

Enter your postcode on CompareFibre to see all providers — including altnets — available at your address. Ofcom's Connected Nations data can also show you what infrastructure is available, though it does not list retail deals.

Related Guides

Cheap Broadband Deals · Fibre Broadband Deals · Gigabit Broadband Deals · Rural Fibre Broadband Deals · Broadband Only Deals

Methodology

This guide is based on publicly available data from Ofcom, provider websites, and independent sources including ISPreview.co.uk, Thinkbroadband, and Point Topic. Pricing, speeds, and availability were verified in April 2026 and are subject to change. CompareFibre is editorially independent — providers do not pay for placement or influence our recommendations.