Look Into is UK household cost research: what things cost to buy, install and run in home energy, mobility, later-life care and home improvement, with the method, the capture date and the sources on the page. Alongside the research sits the products desk: one honest pick where we have already priced the job, costed per hour, per cook or per year, with the maker's claim checked against its own listing.
What we do
Look Into works out what things cost to buy, install and run in UK homes. Most of that work is standing cost indexes, such as appliance running costs at the current Ofgem cap or what care and mobility equipment really cost, each with its capture date, its sources and the arithmetic on the page. The products desk applies the same method to things people are buying now: a heater is ranked by what an hour of it costs, and a maker's claim is checked against its own listing. We do not test products hands-on, and every guide says so. The full list of indexes is on Look Into Research.
How the products desk chooses
Spot
We watch UK search and demand signals, Google Trends, seasonal patterns and retailer best-sellers, to catch what's surging right now.
Shortlist
We focus only on products with real buyer intent and genuine UK availability, so we're never recommending something you can't actually get.
Compare
We weigh each option on what matters, performance, value, running costs, noise and size, cross-referenced with current owner reviews.
Call it
We give a clear pick for different needs and budgets, and we say plainly when something simply isn't worth buying.
Independent and reader-funded
Look Into is free to read because it's reader-supported. When you buy through the links on our site, we may earn a small commission from the retailer, most often through the Amazon Associates programme, at no extra cost to you. When you ask for quotes through one of our forms, the company that gets in touch pays us a referral fee, again at no cost to you. Brands can pay for a clearly labelled advertisement beside some guides, but money never buys a place in our picks, a better ranking or a kinder verdict, and neither does a commission. If we don't think something is worth it, we'll tell you. You can read more in How we make money and Our methodology.
What "Look Into" stands for
Spotted a price, a running cost or a claim we have got wrong? We want to hear it. Tell us here, and see how we handle corrections. Corrections are dated on the page they affect. To see what we are tracking now, browse the cost indexes.
Who runs Look Into
Look Into is founded and edited by Jacob Whitmore and published by Whito Ltd, company number 10918465, registered in England and Wales. Jacob started Look Into in 2024 to fix a simple problem: most "best of" guides for the products Britain was suddenly buying were thin, out of date, or ranked by affiliate commission, without ever saying so.
Jacob sets the editorial direction: choosing which surging products to cover, deciding how each one is judged, and editing every guide before it goes live. He also builds the calculators and runs the cost indices, working from data that is published by somebody else and named and linked on the page it appears on. We do not test products. We say so on every guide, we rely on verified owner reviews, manufacturer specifications and running costs we derive from published wattages, and on each guide we also state what those sources could not settle of guesswork.
Look Into is owned and funded independently through Whito Ltd. We have no outside investors, and no brand pays to appear or to rank higher. We earn in two ways. When you ask for quotes through one of our forms, the company that gets in touch pays us a referral fee. When you buy a product through one of our links, usually through the Amazon Associates programme, the retailer pays us a small commission. The price you pay is the same either way. You can reach Jacob at hello@lookinto.co.uk.
How to check any of this
Anyone can write "independent" and "trusted" on a website. These are the facts you can verify without taking our word for it.
| Publisher | Whito Ltd |
| Company number | 10918465, England and Wales |
| Incorporated | 16 August 2017 |
| Registered office | 20-22 Wenlock Road, London, England, N1 7GU |
| Registered for | Other publishing activities (SIC 58190) and web portals (63120) |
| Director | Jacob Whitmore, appointed 16 August 2017, currently active |
Read the Companies House record and the register of directors. Both are the public register, not something we control.
The same company publishes Whito, a UK business directory and research publisher, where Jacob puts out original studies on how businesses get found online. If you want to judge the standard of our research before trusting a number on this site, that work is free to read and every figure in it is traced to a source.
What we do not claim: we are not a large newsroom, we hold no professional accreditation, and we do not have a testing laboratory. Look Into is one person publishing under a company that has filed accounts since 2017. Everything above is checkable in about a minute, which is the point of listing it.