Most people don’t want to think about their appliances. They just want them to work, quietly, without the chaos when they don’t. We’ve spent twenty years building a way to make that possible.
Manufacturers profit when appliances fail. Retailers profit when you replace them. Insurers profit when claims are denied. Nobody in the industry wins by keeping your appliances running. We do.
But the bigger thing we noticed: financial protection wasn’t even what people wanted. They didn’t lie awake worrying about repair bills. They worried about the chaos. The washing machine out for two weeks. The engineer who doesn’t show. The fridge that dies the night before Christmas. That’s a different problem. Zest is built to solve it.
The journey
Twenty years in the making.
Where we started
Insured appliance protection, the industry standard. We delivered it well. But it was reactive by design, waiting for things to break. The incentives pointed the wrong way.
The shift
We moved to a discretionary service plan. No rigid policy terms. Proper decisions based on each situation. We introduced health checks. Problems got caught earlier. The difference was immediate.
Zest
The full evolution. Prevention-first. Proactive care, proper diagnosis, fair outcomes. The same values, now applied properly.
What twenty years teaches you
Experience you can’t manufacture.
1m+
appliances on plan over 20 years
We know how they age, how they fail, and what
keeps them running.
500k+
households
Trust built one good decision at a time, from
first-time buyers to families who’ve been with us over a decade.
20k
repairs and replacements every year
We know what good decisions look like. And what
the wrong ones cost.
What we’re building
Appliances first. The whole home next.
Appliances are the highest-frequency pain point, which is why we started here. But the problem we’re solving is bigger: a home that runs without the unpredictability, the scramble, the decisions made under pressure.
The same model: prevention, diagnosis, fair outcomes. It will extend to plumbing, heating, electrics, and beyond. Not as a gadget layer. As a service that makes the home genuinely easier to live in.
What we believe
Four conclusions. Not marketing lines.
Reached from twenty years of real decisions, real repairs, and real households.
1
Prevention is better than cure.
The best time to look after something is before it needs it. Obvious in principle. Rare in practice. That’s the gap we exist to close.
2
One right decision beats two wrong ones.
A botched repair that fails in three months costs everyone. We diagnose properly and make the right call first time, whether that’s repair or replacement.
3
Convenience is a form of care.
Making something genuinely easy for someone is an act of respect. We’re not going to make you work for what you’re owed.
4
Honest, even when it costs us.
If the right answer isn’t good for us commercially, we give it anyway. Trust is earned through follow-through, not promises.