Outfox the Market was renamed Outfox Energy in June 2025, according to Which?, which describes the company as "Outfox Energy (formerly Outfox the Market and renamed in June 2025)"1. The supplier launched towards the end of 2017 and is a family-owned company based in Leicester in the East Midlands1. No reason for the change of name has been reported, and no announcement by the company itself is recorded in the available material.
The company describes itself as "one of the cheapest" energy suppliers on the market, and says it prides itself on offering "that authentic touch" to its service that many larger companies can no longer do1. Customers can use its app to submit meter readings, check their balance or make payments, and the company prefers accounts to be managed online, though paper billing is available for those who cannot manage accounts online or through the app1.
Which? scored Outfox Energy at 71% overall, combining a customer survey score of 73% with an assessment score of 68%1. The customer survey covered 74 of its customers in September and October 2025, and the assessment of business practices was carried out between September and November 20251. In the wider survey of 11,945 members of the public covering 17 companies, its customer score of 73% was just above average and the same as Co-op Energy; seven brands scored higher, including 100Green at 82%, Good Energy at 81% and Octopus Energy at 79%1.
| Which? measure | Outfox Energy result |
|---|---|
| Total score | 71% |
| Customer survey score | 73% |
| Assessment score | 68% |
| Complaints (out of 15) | 11 |
| Contacting your supplier (out of 12) | 8 |
| Help for customers who need it (out of 10) | 7 |
| Smart meters (out of 10) | 8 |
| Switching (out of 5) | 2 |
Source: Which?1
The assessment put Outfox Energy joint-second with Utilita on 68%, behind E (Gas & Electricity) on 79%1. It scored two out of five for switching, against five for E (Gas & Electricity)1. Customers gave it three stars for ease of contacting, payment accuracy, clarity of statements and value for money, and two stars for customer service overall and for communications about energy costs1. Only 3% of its customers who had engaged with it in the past year did so to complain1.
On other measures, Outfox Energy does not currently supply energy through prepayment meters, and says it is "working on an offering for existing customers that are struggling to manage their energy spend", to be extended to new customers in due course1. It scored 5% in Which?'s sustainability assessment, where scores ranged from 0% to 85%, and has since started offering a Smart Export Guarantee tariff paying customers who sell excess generated electricity back to the grid1.
Why it matters for households
A change of trading name does not by itself alter a supply contract, and nothing in the available material indicates any change to tariffs, meter arrangements or the terms customers hold. For a household, the practical point is recognition: statements, apps, direct debits and correspondence that previously carried the Outfox the Market name now carry Outfox Energy, and the company is the same Leicester-based family-owned supplier launched in 20171. Households comparing energy suppliers will find it listed under the new name, and its market share among the smaller suppliers is unchanged by the rebrand as far as has been reported.
The published performance data is the more useful part for anyone weighing up switching. The supplier's weaker marks are for switching handling and for customer service overall, while its complaints handling and smart meter scores are comparatively solid1. Its absence from prepayment supply matters for households that rely on that payment method, since a prepayment meter would need to be exchanged for a credit meter before a move to Outfox Energy could complete1. Its low sustainability score reflects that it does not generate or focus on buying renewable electricity and does not install low-carbon technology for customers, though it now offers a Smart Export Guarantee tariff1.
What happens next
No dated next steps have been reported. The company has said it is working on an offering for customers struggling to manage their energy spend, to be extended to new customers in due course, but no date has been given1.
Sources1 cited
- Outfox Energy review - Which?, which.co.uk