Aira has been named Which? Trusted Trader of the Month for May 2026. The company designs, installs and maintains heat pumps. It employs around 200 staff in the UK.

Established in Sweden, Aira now operates in five countries and aims to be in over 20 countries by 2035. 

We spoke to Matt Isherwood, Managing Director of Aira UK, to find out more about their business and the benefits they get from being a Which? Trusted Trader. 

Stand out from the crowd and become a Which? Trusted Trader today.

Simplifying the transition to clean energy

The switch from gas boilers to sustainable heating systems has been slow and sometimes divisive, with many homeowners concerned about installing a heat pump. Aira aims to make the transition simpler, more accessible and reliable. 

‘I’m incredibly proud to be Managing Director of Aira because we are building a business with a genuine purpose - helping customers move away from fossil fuels and towards cleaner, smarter home energy solutions,’ said Matt. 

‘For me, it’s not just about installing heat pumps or solar technology, it’s about building trust, raising standards in the industry, and creating an experience customers can genuinely feel confident in. Being recognised as a Which? Trusted Trader reflects the standards we set ourselves and reinforces our commitment to quality, transparency, and doing the right thing for our customers.’

To provide peace of mind to customers, Aira offers a 15 year all-inclusive plan which includes servicing, maintenance, monitoring, and support for their heat pumps. 

Alongside their efforts to help customers, the company launched the Aira Academy to train the skilled tradespeople needed to support the installation and maintenance of clean energy systems. Aira can train 100 people per month and hosts education days for students from schools and colleges. 

Which? Trusted Trader Account Manager Sam Rashdi said: ‘I am super proud of the Aira team and very pleased they have been named Trader of the Month. They have many things they can be proud of over the last 12 months and this is the recognition they deserve.’

A clear mission and satisfied customers

‘At Aira, our mission is to accelerate the electrification of residential heating, to lower bills and carbon emissions across Europe,’ says Matt. ‘We set out to do this by launching a fully vertically integrated business model, meaning we manage everything from the design of our heat pumps to the installation and ongoing optimisation and aftercare. We also offer monthly payment plans to increase accessibility for people who are ready to make the switch.’

The company delivers its vision effectively. Aira has been recommended by 97% of Trusted Trader customer reviews, with ratings out of five of 4.8 for customer service and 4.9 for both quality and value. This results in an overall score of 4.8 out of five. 

One satisfied reviewer said: ‘The pre-installation work was very straightforward. The salesman explained the processes, carried out a survey which committed Aira, so we knew how much we would be paying and how big the government grant would be. Aira were totally flexible regarding the dates for installation, the installation took the time predicted, and the quality of the workmanship was first-class. The fitters were tidy, clean, respectful, and generally helpful. The explanation on completion told us all we needed to control the system. The one or two queries subsequently have been responded to promptly and helpfully.’

The Which? Trusted Traders' judging panel were similarly impressed. One judge said: ‘They really show that they care about their consumers and making a difference in the industry.’

Which? Trusted Traders means rigour and integrity 

Reflecting on why Aira joined Which? Trusted Traders, Matt said: ‘When we launched in the UK in November 2023, heat pump penetration in the UK was at around 1% so we recognised early on that trust would be one of the biggest barriers to adoption, not just for our brand, but for the heat pump category as a whole.

For us, becoming a Which? Trusted Trader was an important part of building long-term trust with UK consumers. By being a part of the scheme, we are setting a high standard internally, while giving customers an independent reason to believe in what we deliver.’

Matt further explained that the accreditation resonates with Aira’s customers: ‘Which? has a strong reputation for independence, integrity and rigorous standards. The robust vetting process, including minimum trading requirements, detailed audits and ongoing compliance checks gave us confidence that the accreditation genuinely stands for quality.’

To any other traders considering signing up to the scheme, Matt said: ‘Go for it! Having the Which? Trusted Trader stamp of approval is like having an additional consumer champion on your team – always pushing you to be the best you can be for your customers.’

Congratulations to Aira for winning May 2026’s Which? Trusted Trader of the Month award. 

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