If you’re an SME owner researching fuel cards, you’ve probably been contacted by multiple suppliers, each claiming to offer the “best deal” in the market. The reality is more complex – and that’s exactly why most business owners find choosing a fuel card supplier so frustrating.
The UK fuel card market is dominated by several major players, each with different networks, pricing structures, and approaches. Understanding these differences is crucial because the wrong choice could cost your business thousands annually, while the right one transforms your fuel management entirely.
Here’s your complete guide to who’s who in the UK fuel card market, what makes each supplier different, and why FuelQ’s approach delivers better results for SME businesses.
The Major Players: Understanding Your Options
UK Fuels (Part of Radius Group)
UK Fuels has been around since 1990 and is now part of the larger Radius Group. They’re one of the biggest names in commercial fuel cards, with a network covering over 7,200 sites across the UK including major brands like BP, Texaco, Esso, Shell, and supermarket chains.
Their strengths: Extensive network coverage means your drivers can fuel up almost anywhere. They offer competitive diesel discounts, typically up to 10p per litre on their network. Their online portal, Radius Velocity, provides comprehensive reporting and vehicle tracking capabilities.
Best suited for: Medium to larger fleets that prioritize network coverage and don’t mind working with a single, large provider. Businesses that value established infrastructure and comprehensive fleet management tools.
The catch: As a direct supplier, they’ll only offer you their own cards and pricing. You won’t know if there’s a better deal elsewhere because they don’t compare against competitors.
Allstar (Part of CORPAY)
Allstar claims the UK’s largest fuel card network, covering over 90% of UK fuel stations. They’re owned by CORPAY, a global payment solutions company, which gives them significant financial backing and technological resources.
Their strengths: Massive network reach with access to major fuel brands and supermarket sites. They offer up to 8p savings on diesel through their exclusive Discount Diesel network. Strong technology platform with mobile apps and detailed reporting. They also offer business credit cards and EV charging solutions.
Best suited for: Businesses that want one-stop-shop fuel and business payment solutions. Companies planning transition to electric vehicles will appreciate their EV charging network access.
The reality: Like UK Fuels, they’re pushing their own solution. Their sales approach can be quite aggressive, and you won’t get an unbiased comparison of market options.
KeyFuels Network
KeyFuels operates a bit differently – they’re more of a network that multiple fuel card companies use rather than a direct supplier to end customers. However, some businesses do get KeyFuels-branded cards through various intermediaries.
Their approach: Focus on independent fuel sites and truck stops, which can offer very competitive pricing, especially for HGV and commercial vehicle operators.
Best for: Businesses with larger vehicles or specific route requirements where independent sites offer better value than major brand forecourts.
The limitation: Smaller network than the major players, so not ideal if your drivers need fuel flexibility across diverse locations.
Shell and BP Fuel Cards
Both major oil companies offer their own fuel cards, typically focused on their own forecourt networks with some reciprocal arrangements.
The appeal: Direct relationship with fuel giants, often good integration with loyalty programs, and sometimes competitive pricing at their own sites.
The problem: Limited to primarily their own networks, which restricts driver flexibility. Pricing isn’t always as competitive as independent card providers who negotiate across multiple networks.
Regional and Specialist Providers
There are dozens of smaller fuel card companies, many focusing on specific regions or vehicle types. Some offer very competitive pricing but may have limited networks or basic technology platforms.
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The Problem With Direct Supplier Approaches
Here’s what happens when you contact any of these suppliers directly: they’ll tell you their solution is perfect for your business. They’ll quote impressive savings figures, highlight their network coverage, and apply sales pressure to sign you up quickly.
What they won’t tell you is whether there’s a better option elsewhere. UK Fuels won’t mention that Allstar might offer better pricing for your specific usage pattern. Allstar won’t explain that a regional provider could save you more on your particular routes.
This creates a fundamental problem for SME owners. How do you make an informed decision when every supplier only shows you their own solution? Most businesses end up choosing based on who contacts them first or applies the most sales pressure – not what actually delivers the best value.
The result? Many SMEs are using fuel cards that aren’t optimal for their needs, missing out on better pricing, more suitable networks, or superior technology platforms.
Why FuelQ Does It Differently
FuelQ was created specifically to solve this problem. Instead of pushing one supplier’s solution, we work with multiple fuel card providers to find the best match for each individual business.
Complete Market Transparency
When you contact FuelQ, you’re not speaking to a sales representative for UK Fuels, Allstar, or any other single provider. You’re speaking to fuel card specialists who have access to products from across the market. This means we can honestly compare options and recommend the solution that genuinely works best for your business.
No Hidden Agendas
Because we’re not tied to any single supplier, our recommendations are based purely on what delivers the best value for your specific situation. If UK Fuels offers better pricing for your usage pattern, we’ll recommend them. If Allstar’s network better suits your drivers’ routes, we’ll suggest their cards. If a regional provider delivers superior savings, we’ll explain why they might be your best option.
Real Comparison, Not Sales Pitches
Traditional fuel card companies will quote you impressive-sounding savings figures, but they’re usually compared to pump prices rather than competitors. FuelQ shows you actual comparisons between different providers, so you can see genuine differences in pricing, networks, and features.
Ongoing Partnership, Not One-Time Sale
Most fuel card suppliers treat you as a customer acquisition target. Once you’re signed up, you’re handed over to account management and rarely hear from the people who sold you the solution. FuelQ maintains an ongoing relationship, helping you optimize your fuel card usage and ensuring you’re always getting maximum value.
Business-First Approach
Traditional suppliers lead with product features and technical specifications. FuelQ starts with understanding your business – how many vehicles, typical routes, monthly usage, current pain points, and growth plans. Only then do we recommend solutions that match your actual requirements.
How This Plays Out in Practice
Traditional approach: You contact UK Fuels. They quote 8p per litre savings, highlight their network of 7,200 sites, and push for a quick decision. You sign up without knowing if there’s a better option.
FuelQ approach: You provide details about your business. We analyze your requirements and check which providers offer the best combination of pricing, network coverage, and features for your specific situation. You see transparent comparisons and make an informed decision.
Real example: A local plumbing business contacted both UK Fuels directly and FuelQ. UK Fuels offered their standard package with 6p per litre savings. FuelQ’s analysis revealed that a regional provider could offer 9p per litre savings on routes this business actually used, plus better customer service for smaller accounts. The difference? Over £800 annually.
What This Means for Your Business
Better pricing: Because we compare across multiple suppliers, you’re more likely to find the genuinely best price for your usage pattern rather than accepting the first quote you receive.
Better fit: Different suppliers excel with different business types. Large fleet operators might benefit from UK Fuels’ comprehensive management tools, while smaller businesses might prefer Allstar’s simplicity or a regional provider’s personal service.
Less sales pressure: Instead of dealing with individual supplier sales teams pushing their own products, you get objective advice focused on your business needs.
Ongoing optimisation: As your business grows or changes, we can reassess your fuel card needs and suggest switches if better options become available.
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The Questions You Should Ask Any Fuel Card Provider
Whether you’re speaking to individual suppliers or comparison services like FuelQ, here are the key questions that reveal whether you’re getting genuine value:
“What alternatives did you consider for my business, and why is this the best option?” If they can’t explain what other solutions they evaluated, they’re not providing genuine comparison.
“Can you show me exactly how your pricing compares to competitors for my specific usage?” Generic savings figures don’t help – you need pricing specific to your routes and volume.
“What happens if my business needs change or I find a better deal elsewhere?” Understanding contract terms and flexibility is crucial.
“How do you make money from this recommendation?” Transparent providers will explain their commercial model rather than hiding it.
Making Your Decision
The fuel card market offers genuine choices that can significantly impact your bottom line. The difference between choosing well and choosing poorly can easily exceed £1,000 annually for typical SME businesses.
The key is ensuring you’re making that choice based on complete market information rather than the sales pitch from whichever supplier contacts you first. Whether you choose to work with FuelQ or research the market independently, the important thing is that you’re comparing genuine alternatives rather than accepting the first offer.
Your business deserves a fuel card solution that’s genuinely optimized for your needs, not one that’s optimized for a supplier’s sales targets. Understanding the market landscape is your first step toward finding it.
The bottom line: There isn’t one “best” fuel card supplier for every business. The best supplier for your business depends on your specific needs, routes, and priorities. The only way to find that best supplier is through genuine, unbiased comparison – something individual suppliers simply can’t provide.
Ready to see genuine comparisons across the entire UK fuel card market? FuelQ’s specialist advisors provide transparent analysis based on your specific business needs, not sales quotas. Get your unbiased fuel card comparison here.
