Chris Ward

I've spent years building consumer comparison and lead generation websites in the UK. That experience taught me something that sounds obvious but most sites ignore: people just want straightforward, accurate pricing information when they're trying to get a job done. Clear information, well-presented, converts. Fluff doesn't.

Home improvements is where Less started, and it's still a primary focus. The space is full of noise — comparison sites that sell your contact details before you've finished typing, content farms publishing prices from years ago, and "trusted tradespeople" directories that will verify anyone willing to pay a subscription fee. But the problem isn't limited to home improvements. Across the board, people in the UK are being overcharged, misled, or simply left without the information they need to make a smart decision.

I founded Less in 2026 to fix that. The core idea is simple: get real pricing data, publish it transparently, and help people understand what things should actually cost — whether that's a new boiler, a kitchen refit, or any of the other areas we're expanding into. No data sold. No fake urgency. No pay-to-rank.

My background in the UK tradespeople market means I understand both sides of the equation. I know what contractors actually charge, how regional pricing works, and where the gap sits between what homeowners expect to pay and what the job really costs. That data-driven approach shapes everything we publish.

Every cost page on this site has a "Reviewed by Chris Ward" credit because I think it's important that a real person is accountable for the content. I check the prices against current market data. I read the FAQs. I make sure what we're publishing is actually useful.

If you spot something wrong, outdated, or misleading — please get in touch through our contact page. I genuinely want to hear about it.