Press release · 14 July 2026
New provider Alfred launches Costco-style membership model, giving UK households access to wholesale pricing across energy, mobile, broadband and insurance
- AI-native services challenger brings together four regulated services into one easy-to-use mobile app.
- Alfred’s new membership model gives households access to buy-in-bulk rates across essential services for £195 a year.
- Higher-spending households could save up to £1,000* a year, while the largest households could save more than £2,000** a year.
London, 14th July 2026 — Alfred, a new AI-native services company that gives UK households access to better prices across energy, mobile, broadband, home insurance, car insurance and breakdown cover through a single app, has completed its first financing round. Investors include Liberty Global, Amazon’s first investor, Nick Hanauer, and Justin Rose, one of Europe’s leading golfers.
Designed for time-poor households who want to pay the lowest possible price without the need to constantly call up, haggle and switch, Alfred is set to disrupt the £180 billion*** UK essential home services market, which often leaves consumers overpaying across multiple providers.
One provider — for energy, mobile, broadband and insurance
Founded by customer experience AI entrepreneur Tom Inskip, Alfred combines wholesale energy tariffs, mobile plans, broadband and insurance into a single mobile app, designed to simplify household finances, deliver long-term fair pricing, and give consumers their valuable time back.
Regulated by Ofgem, Ofcom and the FCA, Alfred brings those services together in a single app — one log-in, one view of bills across Alfred services, and one point of contact when support is needed.
Wholesale prices — no profit mark ups beyond membership
For £195 a year, members benefit from the buy-in-bulk rates Alfred negotiates directly with leading wholesalers. Rather than adding profit margins to the services members use, Alfred generates revenue only through its annual membership — a model inspired by Costco, where members pay an annual membership in exchange for access to lower prices.
The annual membership is the same for everyone, so the more services members take, the more they save. For the largest households, savings can exceed £2,000** a year across energy, broadband, mobile and insurance. Alfred replaces traditional profit margins with one transparent annual membership.
Alfred provides a 100% Satisfaction Guarantee that refunds the membership and helps people leave if they are unhappy for any reason.
Humans providing exceptional support — enabled by AI
Historically, delivering multiple regulated services under one roof would have required significantly larger operational infrastructure and staffing. Generative AI is fundamentally changing the economics of customer support, enabling Alfred to deliver a superior level of service with a far leaner operating model.
Working closely with Amazon Web Services, Alfred believes the combination of AI and multi-service provision will redefine what good looks like for the multi-billion pound customer experience industry.
Designed to feel like messaging a trusted contact on WhatsApp, Alfred uses AI to resolve routine queries instantly, with its UK-based team on hand for more complex or sensitive issues.
“In the same way supermarkets needed refrigeration and Amazon.com needed the internet, Alfred would not be possible pre generative AI. For the first time, a small team with the right technology can take on the incumbents across four regulated industries — and win on price, simplicity and service. We’re building Alfred on the belief that people want a single provider, whose job it is to manage all your essential services at the lowest possible price.”
“The biggest opportunities come from rethinking industries that people assume can’t change. Utilities have become a maze of complexity, hidden margins and wasted time. Alfred has a simple philosophy: when a company succeeds by helping customers save time and money, incentives naturally align. AI makes it possible to manage the complexity that previously made this model impractical. That’s why I’m backing Alfred.”
“In sport, having the right people in your corner makes all the difference. Most households don’t have that when it comes to their household bills. They’re on their own, navigating a system that’s deliberately complex and often stacked against them. Alfred changes that. One membership and fair wholesale pricing. Every household deserves someone in their corner — and that’s exactly what Alfred is. I’m proud to be backing Tom and the team.”
“The best customer service anticipates what someone needs before they have to ask. What Alfred is doing, bringing multiple household services together under one relationship, creates the opportunity to truly understand customers and act on that understanding in real time. That’s the kind of experience generative AI makes possible.”
Visit alfred.co.uk to join our waitlist and become a Founding Member.
ENDS
For more information please contact: bev@alfred.co.uk / 07976 204378 or Lansons on geoffd@lansons.com / 07805 713730
About Alfred
Alfred, founded by Tom Inskip, is an Ofgem regulated energy retailer, licensed MVNO and broadband provider, and an FCA-authorised insurance broker. Members pay £195 a year for wholesale rates with no profit margin added on services. alfred.co.uk
- Energy: Fully independent energy retailer, with one of Europe’s largest energy companies as supply partner handling wholesale trading.
- Mobile: Licensed MVNO on one of the leading UK networks, with full control of pricing and the member experience.
- Broadband: Integrated with BT Openreach via Vodafone, and a growing ecosystem of alternative networks — with plans to have the broadest full-fibre footprint in the UK.
- Insurance: At-cost panel including Aviva, AXA, Allianz and others. This unique broker proposition perfectly aligns Alfred’s incentives with its members’ interests.
*Illustrative estimate of up to approximately £1,000 a year, for a UK household taking all four Alfred services. Modelled on a dual-fuel high-usage household as defined by Ofgem (3,800 kWh electricity and 14,000 kWh gas a year), two mobile plans, a 1Gb full-fibre broadband connection, and two cars on comprehensive insurance with breakdown cover. Savings are calculated against the average of the five largest providers in each market on their standard, default or out-of-contract published rates, not best-available deals: standard variable energy tariffs under the Ofgem price cap in force at the date below; 30-day rolling unlimited mobile plans; a 1Gb full-fibre broadband package on out of contract pricing. Insurance is individually risk-rated, so policy savings will vary and are not included. This is not a typical household — most households use less, take fewer services, or are on fixed or best-available deals, and will save less, and some may save nothing. All services are in development ahead of launch and actual savings cannot be guaranteed. Prices correct as of July 2026. Savings exclude membership fee of £195 a year.
**Illustrative estimate of up to approximately £2,000 a year, for a higher-usage UK household taking all four Alfred services. Modelled on a dual-fuel very-high-usage household (10,800 kWh electricity and 29,500 kWh gas a year), four mobile plans, a 1Gb full-fibre broadband connection, and three cars on comprehensive insurance with breakdown cover. Savings are calculated against the average of the five largest providers in each market on their standard, default or out-of-contract published rates, not best-available deals: standard variable energy tariffs under the Ofgem price cap in force at the date below; 30-day rolling unlimited mobile plans; a 1Gb full-fibre broadband package on out of contract pricing. Insurance is individually risk-rated, so policy savings will vary and are not included. This is not a typical household — most households use less, take fewer services, or are on fixed or best-available deals, and will save less, and some may save nothing. All services are in development ahead of launch and actual savings cannot be guaranteed. Prices correct as of July 2026. Savings exclude membership fee of £195 a year.
***Total addressable market estimated at over £180 billion per annum, comprising: domestic energy retail (~£52bn; based on Ofgem’s July 2026 price cap of £1,862 per typical household across ~28 million domestic accounts); residential fixed broadband (~£9bn; ~29 million connections at average ~£28–30/month); consumer mobile, MNO and MVNO (~£15bn); personal lines insurance, motor and home (~£43bn GWP); SME energy, mobile, broadband and insurance (~£43bn); landlord and buy-to-let incremental utilities and insurance (~£4bn); and individual private medical insurance, income protection and term life insurance (~£8bn). Sources: Ofgem State of the Market Report January 2026; Ofcom Telecommunications Market Data Update Q4 2025; GlobalData UK General Insurance Market Essentials H2 2025; IBISWorld UK Industry Reports 2025; Bank of England aggregated GWP data 2023; ABI Insurance Premium Tracker 2025.