Survey Results: Why 3 in 4 People Want Auto-Switching

Before Building Anything, We Asked Real People

We surveyed UK energy customers to understand what they actually want from an auto-switching service. The results validated everything we suspected—and revealed some surprises.

Here's what we found:

1. Overall Interest in Auto-Switching

77.5% said "Yes – Definitely" or "Yes – with the option to confirm before switching."

That's 3 in 4 people ready for this service.

💡 What This Means:

The demand isn't just there—it's overwhelming. Nearly 8 in 10 people want someone to handle switching for them. The market is ready.

2. Tariff Breakdown (of interested respondents)

Among those interested in auto-switching, we asked what tariff they were on:

26% → Standard variable tariff (the expensive default)
17% → Don't know (likely disengaged)
54% → Fixed tariff
Remainder → Other

43% are either on the expensive default or don't know their tariff.

💡 What This Means:

Nearly half of interested customers are prime auto-switch candidates—they're already overpaying or completely disengaged. Even those on fixed tariffs miss renewal windows and roll onto expensive default rates.

3. Data Sharing Willingness (of interested respondents)

Among those interested in auto-switching, how comfortable are they sharing data (usage, address, email)?

58% → Comfortable sharing data
17% → Indifferent
25% → Unwilling

75% are not opposed to sharing the data needed for auto-switching.

💡 What This Means:

The "data privacy barrier" is overstated. The real barrier is execution and trust—people need to believe you'll handle their data responsibly and actually deliver value.

4. Knowledge of Bills (of interested respondents)

Among those interested in auto-switching, how well do they understand what they're paying for?

12% → No knowledge, interested in learning
49% → Vague knowledge
39% → Either knowledgeable or not interested in learning

61% would benefit from education about what's actually on their bills.

💡 What This Means:

This is exactly why we're taking a knowledge-first approach. Transparency isn't just ethical—it's a trust-builder. When people understand their bills, they see the value in what you're offering.

5. Switching Behaviour (of interested respondents)

Among those interested in auto-switching, when was the last time they switched energy suppliers?

18% → Never switched
15% → Say they don't switch
15% → Switched once, 5+ years ago
26% → Switched once, in last 5 years
32% → Switched once, in last 3 years
Small remainder → Switch every year

48% are long-term disengaged—haven't switched in 5+ years or never.

💡 What This Means:

This is the exact stickiness suppliers rely on. Nearly half of people interested in auto-switching are stuck in long-term inertia. They want to switch but won't do it manually.

6. Reasons for Not Switching (of interested respondents)

Among those interested in auto-switching, why haven't they switched? (Multi-select question)

52% → Content with current provider
15% → Too much hassle
11% → Annual savings not worth it
10% → Not enough visibility of deals
3% → Don't know how to switch
9% → Other

💡 What This Means:

Even those citing "content" still said yes to auto-switching. Content = inertia, not true loyalty. Remove the friction, and they move.

7. The "Content" Paradox (all respondents)

55% said they're content with their current provider.

But here's the kicker:

Of those "content" customers, 73% still said they'd use auto-switching.

💡 What This Means:

The biggest pool of movable customers are the "content" ones. They're not loyal—they're just stuck in inertia. When you remove the friction of switching, even satisfied customers will move for better deals.

This is the entire market dynamic in one stat. Suppliers rely on customer laziness, not satisfaction.

Big Takeaways

Demand exists. 77.5% are open to auto-switching—this isn't a niche product.

Target pool is disengaged. 43% on default tariff or don't know; 48% haven't switched in 5+ years.

Data barrier is overstated. 75% are fine (or indifferent) to sharing necessary data.

Education is leverage. 61% don't understand bills—explaining builds trust.

"Content" isn't loyalty. 73% of satisfied customers still want auto-switching.

What This Means for SwitchPilot

These results validate our entire approach:

✅ Education First

61% of people don't fully understand their bills. By explaining the hidden charges and government levies buried in your bill, we build trust and show why switching matters.

✅ Automation Removes Friction

52% cite "content with provider" as their reason for not switching, yet 73% of them still want auto-switching. The problem isn't satisfaction—it's inertia. Automation solves that.

✅ Transparency Builds Trust

75% are willing to share data when they trust the service. Being upfront about how we use data, what we do, and why—that's how we earn permission.

✅ The Market Is Ready

77.5% want this. Nearly half are on expensive tariffs or completely disengaged. The opportunity is massive.

Be Part of What We're Building

These customers helped validate our approach. Now we need YOUR input to shape what we build next.

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But here's the thing—surveys are just surveys.

We don't want to build a product for you based on a survey. We want to build a community and listen to YOU—and create a product WITH you that actually works for you. Your feedback, your needs, your experience—that's what shapes SwitchPilot.