uSwitch.

Most people know they should switch energy supplier and don't. At the time, 90 per cent of homes hadn't switched in the past year. The ones who did kept switching, loyal to nobody.

Every comparison site existed to do the same thing: get you a better deal, transparently. Same function, same promise. The category answered with meerkats, opera singers and giveaways, all aimed at the same small group of serial switchers. From the outside the sites were interchangeable, and interchangeable brands get chosen on whoever shouted last.

The Simple Way to Switch.

Two jobs at once: choose uSwitch, and switch at all. So not the switchers, but the comparison curious: a huge group who know they should switch but can't be bothered. Win them first and they arrive with no habit and no other site in mind. Simplicity was the motivator. Candour was the delivery.

No mascot, no gimmick, no bidding war for the switchers everyone else wanted. And patience: The Simple Way to Switch had to be true in every channel and every part of the experience before a single TV ad ran.

In 2014 it launched nationally with a known face, a cheeky message and a banner line: The Simple Way to Switch. That year the site had 50.3 million visits and saved consumers over £112 million on energy alone. In April 2015 Zoopla agreed to buy uSwitch for £160 million plus up to £30 million more.

The Simple Way to Switch ran until the brand's 2020 rebrand, six years through a sale and a change of owner. Even then, simplicity stayed at the heart of the product.