Comparisons

We sell one of the products on these pages, so we have written them to be checkable rather than persuasive: every claim about another company comes from a page that company publishes, with the link and the date we read it.

How we write these

Four rules, and what happens when we get one wrong.

  1. Every statement about another company is something they publish, linked, with the date we read it. If we could not verify it, it is not on the page — including claims that would have flattered us.
  2. Their name appears as plain text. No logo, no brand colour, no screenshot taken from behind their login.
  3. Each page names what the other product does better and who should buy it instead. A comparison that never reaches that conclusion is an advert with a table in it.
  4. Opinion is written in the first person and labelled. “We think” is doing real work when it appears.

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