Compare brands using an easy
consistent, 100-point score
GoNoGo uses a six-category framework to assess the full customer experience, from compliance and support to value and innovation. This makes it easy to see whether a brand is a go or a no-go.
How the GoNoGo 100-point score works
Every brand is scored on the same six categories, giving a clear, like-for-like 100-point rating across industries.
The framework looks at Compliance, Customer Satisfaction, Product Value, Innovation, Customer Support, and Accessibility & Security.
Together these cover the full end-to-end experience, not just headline prices or a handful of reviews.
Explore brands by category
See how the 100-point framework is applied across major UK services.
GoNoGo Guides
Your helpful guide through life’s difficult journeys. Every step of the way.
Banking
Digital banks, traditional banks, credit cards.
Broadband
Fibre providers, speed delivery, customer service.
Utilities
Energy providers, green tariffs, customer service.
Insurance
Home, auto, life, and travel coverage.
Airlines
Flight quality, customer service, value for money.
Package Holidays
Booking platforms, holiday packages, travel deals.
Streaming
Video, music, content libraries, pricing.
Meal Subscriptions
Meal kits, prepared meals, recipe delivery services.
E-commerce
Online platforms, payment systems, digital marketplaces.
HR Software
Human resources management, payroll, employee engagement.
Accounting Software
Business accounting, invoicing, financial reporting tools.
Top rated brands in the framework
Examples of UK brands scoring highly on the GoNoGo 100-point system.
Octopus Energy
- Strong performance on pricing, green tariffs, and customer experience.
- Consistently high scores across Customer Satisfaction and Support categories.
- Clear, transparent tariffs evaluated under the Product Value category.
Netflix
- High Product Value score for content depth versus subscription price.
- Strong Innovation rating for streaming quality and platform features.
- Competitive Customer Satisfaction score in streaming services.
Aviva
- Strong Compliance and financial stability indicators.
- Broad product range assessed under Product Value and Accessibility.
- Solid Customer Support and digital experience metrics.
Virgin Atlantic
- Strong Product Value score for service quality on key routes.
- Positive Customer Satisfaction ratings for cabin experience.
- Good Accessibility & Security performance across digital touchpoints.
Utilita
- Competitive Product Value scores for smart PAYG tariffs.
- Positive Innovation rating for smart meter technology.
- Solid Customer Support and educational initiatives.