Which? Trusted Trader is a consumer-facing endorsement scheme. The Which? brand is highly trusted by homeowners and can drive significant enquiries, particularly for domestic work. Members are vetted on quality, trading practices, and customer satisfaction.
| Issued by | Which? |
|---|---|
| Typical cost | £1,200 a year |
| Renewal | Every year |
| Who needs it | Electricians, gas engineers, heating engineers, plumbers, builders, glaziers, painters and decorators, roofers, landscape gardeners |
What you need to get it
5 requirements, and what counts as evidence for each.
Trading History & Accounts
Minimum 1 year of trading history with evidence of financial stability. Which? checks your financial standing.
Evidence: Business accounts or proof of financial stability.
Which? Interviews & Checks
Which? conducts background checks (including credit checks, trading standards records, and online reputation review) and an interview to assess your business practices.
Evidence: No documents required from you — Which? conducts these checks directly.
Existing Customer Reviews
Provide a list of recent customers who Which? can contact for independent feedback. Typically 10+ customers.
Evidence: List of 10 recent customer contact details (with their permission) for Which? to contact.
Public Liability Insurance
Valid public liability insurance appropriate to your trade.
Evidence: Insurance certificate.
Trade Qualifications
Evidence of relevant trade qualifications and memberships (NICEIC, Gas Safe, etc.).
Evidence: Qualification certificates and existing scheme membership cards.
What you have to keep doing
Getting it is the easy part. Keeping it means:
Ongoing Customer Feedback
Actively collect customer reviews through Which? Trusted Trader after each job. Overall satisfaction score must remain high.
Maintain Trading Standards
Any serious complaint or Which? code breach can lead to suspension. Resolve customer disputes promptly.
Is it worth it?
At £1,200, the question isn’t the fee — it’s whether it wins you work. For electricians it usually does, because it’s the first thing a cautious customer or a commercial buyer checks. Most trades hold accreditations and then hide the logos in the footer. If you’ve paid for it, it belongs where customers actually look.
Tracking it
Accreditations lapse quietly. The renewal date lands in a busy month, nobody spots it, and you find out when a customer asks for the certificate. Gaffer keeps your accreditations, evidence and renewal dates in one place and reminds you before they expire.