Outfox the Market

Launched towards the end of 2017, Outfox the Market is a family-owned company based in Leicester in the East Midlands. The brand describes itself as 'one of the cheapest' energy suppliers on the market.

The company claims to 'pride [itself] on offering an authentic touch to [its] service that many larger companies can no longer provide' – so we've put that promise to the test and asked its customers what they think.

Customers can use the free app to submit meter readings, check their balance or make payments. The company asks customers to manage their accounts online, but those who do not have internet or cannot manage their account online or via the app can use paper billing.

Use our free tool to compare energy prices and look for cheaper gas and electricity deals.

Outfox the Market score

We combine the results of our customer survey with an in-depth assessment of companies’ behind-the-scenes practices and policies to give you an overall view.

Take a look at our table below to see our score breakdown for Outfox the Market:

Here's how Outfox the Market's customer and policy assessments break down:

Find out how Outfox the Market compares with other energy companies – click to see our full results of the best energy suppliers.

Outfox the Market customer review

Outfox the Market performed just above average for customer score in our ranking of 17 companies, as rated by 11,984 members of the public in the annual Which? customer survey. Its total of 70% was the same as Good Energy and five brands scored higher – Octopus Energy (78%), Utility Warehouse (73%), 100Green (76%) and Sainsbury's Energy (72%).

As part of our latest survey, customers rated Outfox the Market highly for the usefulness of its communications (four stars) and the clarity of statements received (five stars). In fact, the brand received the same star rating for its statements as the top-scoring energy brand overall, Octopus Energy. However, unlike Octopus Energy, Outfox The Market only received two stars for its customer service overall.

Speaking on their experience dealing with the Outfox The Market, one satisfied customer said: 'They have always been polite and efficient.' Another respondent told us: 'Outfox the Market provided clear and positive communication. Switching was easy and their prices were competitive.'

Which? verdict on Outfox the Market

• Pros: Provides useful updates to customers and issues clear statements
• Cons: Overall customer service could be better – the brand scored two stars in our survey for this aspect

Our Outfox the Market supplier assessment

In September-November 2024 we looked at five aspects of suppliers' business practices and procedures: 

• Contacting your supplier – including how and when you can get in touch, and the quality of self-service help online
• How well they deal with complaints – how many complaints suppliers get and how quickly they resolve them
• Supporting customers who need it – including web accessibility, those in vulnerable situations, in financial difficulty, who use prepayment meters, and those who need materials in languages besides English 
• Switching – how easy it is for customers to switch
• Smart meter targets performance in 2023 –the most recent figures available.

We did this using a combination of the responses to a survey we sent to suppliers and our own assessments.

Outfox the Market scored 66% in our assessment – 63% was the average score and 76% was the highest, earned by E (Gas & Electricity). The brand also achieved decent scores for handling complaints (10 points out of 15) and providing help to those in need (9 points out of 12).

It was let down by an underwhelming two out of 10 points for smart meter targets performance, putting it at joint bottom with So Energy.

Outfox the Market customer service

In our assessment, Outfox the Market's customer service setup scored above average with 9 points out of 13. Five alternative providers managed to score higher, including Utility Warehouse and 100Green.

Outfox the Market common complaints

The feedback we received about complaints was too limited to identify any common problems.

However, we did receive some comments linked to negative customer service. One respondent said: 'They have never responded to any communication that I have attempted.' Another said: 'When phoning the company, it takes too long to get through to an actual person.'

In our survey, Outfox the Market scored three stars for ease of contacting.

Does Outfox the Market support prepayment meters?

No, Outfox the Market does not supply energy through prepayment meters. It says: 'Prepayment meters have never seemed fair and we pride ourselves on being one of the only suppliers in the UK to never offer them.'

If you currently have a prepayment meter and want to switch to a credit meter with Outfox the Market, contact your current supplier to ask them to exchange your meter for a credit meter. Once this has been completed, you will be free to move.

Not sure if you should prepay? Find out with our guide: Is prepayment energy is right for you?

How sustainable is Outfox the Market?

Sustainability credentials are important when choosing an energy supplier for two thirds of those responsible for choosing their provider. That's according to our online survey of 3,000 UK adults in August 2024.

So we factor in a range of sustainability criteria in our annual Eco Provider assessment.

Here's how Outfox the Market fared:

• Proportion of renewable electricity sold to customers: 41%
• Doesn't generate renewable electricity
• Doesn't offer time-of-use tariffs

Find out more about the differences between energy companies’ renewable electricity, and find out how we assessed energy suppliers for sustainability.

Based on information supplied by companies in August 2024 and their most recent published fuel mixes, where available.

Making your home more energy efficient will save money on your bills in the long term and lower your carbon footprint. Get started with our guides to home energy efficiency.