The £81 haggle: How switch-nervous Britons can get better broadband deal – and pay less

Broadband customers are growing increasingly frustrated at the service they receive, but still aren’t looking to switch provider.

That’s according to a survey by Which?, which showed many customers unhappy with their service had remained with their provider for three years or more.

Less than half of those surveyed said they were likely to switch providers in future, and some 47% said they’d never switched at all.

With that in mind, we’ve joined forces with the consumer champion to produce a guide to getting a good deal – from perks to haggling, roaming charges to annual price hikes.

Here Natalie Hitchins, head of home products and services at Which? , gives her top tips…

Can you haggle?

Yes! Haggling is expected by providers and is a good opportunity to discuss the elements of your deal and upgrade or downgrade if the package doesn’t quite fit your needs.

Even if it feels a little awkward, many providers let you negotiate through live chat or even social media, so you won’t need to pick up the phone.

Our research shows that customers who haggle on their broadband deal save as much as £81 a year.

Check the speed

Speed is a crucial consideration when choosing a broadband deal. If it’s too slow, you’ll struggle with everyday tasks, but if it’s faster than you need, you could be overpaying for a service you won’t fully use.

If you already have broadband, you’ll probably have a sense of whether the service you’re getting meets your needs. It’s not an exact science but for most, a fibre connection speed of around 75Mbps should be enough. 

If you’ve got lots of devices connected at once, especially if people are streaming HD or joining work calls, you may need faster speeds of 150Mbps or higher. A full fibre connection could help get you the speed you’ll need.

Which? has a free broadband speed test you can use to decide which offer has the right speed for you.

Look beyond the big four

Sometimes it pays to sign up with a provider outside the traditional big players.

In the latest Which? survey results, Zen Internet, Plusnet and Utility Warehouse all scored highly, while the big four (BT, Sky, TalkTalk and Virgin Media) sat in the bottom half of the rankings.

Several regional providers, such as Community Fibre, also scored well. By building their own fibre networks, regional providers supply superfast speeds and, in some cases, very competitive prices. 

Don’t assume switching is difficult

Despite seeming arduous on the face of it, switching your broadband provider is less of a hassle than it seems.

Three-quarters of customers in Which?’s recent survey said they found it easy, and those that switched saved an average of £105 a year.

It’s also becoming easier thanks to One Touch Switch, which means you only have to arrange a switch with your new provider and they’ll handle the rest.

Mid-contract price hikes

Look out for any annual price rises included in the contract. Many major providers now build annual price hikes into their contracts, with increases usually kicking in each spring.

Only last week, the BT Group announced that new customers will face even higher rises from 2026 – up to an extra £1 a month.

Most smaller providers do not impose mid-contract price hikes (Zen Internet and Utility Warehouse guarantee your price won’t change for the length of your contract), so Which? would recommend choosing one of these over the big four.

Ask for discounts

If you’re struggling to afford your broadband, don’t suffer in silence. 

Many companies, including BT, Hyperoptic, Sky (the parent company of Sky News) and Virgin Media, offer discounted “social” tariffs for customers who receive certain benefits.

These deals are protected from mid-contract price hikes, giving you peace of mind.