Ideal Heating has launched ‘That’s ideal’, a brand ethos that shows the company isn’t changing course.
The business said it is doubling down on the high performance, ease of install and reliable support.
Shirin Kemp, marketing director at Ideal Heating, said: “We’ve always been about proper products, proper service and no-nonsense support.
“That’s ideal sums it up, it’s a bold recommitment to making life easier for installers. Whether it’s a faster fit, a better warranty, or a team that picks up the phone when you need us, we do it because it matters to you.
“When we design a product or a service, the first question we ask is: ‘Will this make life easier for the installer?’ If the answer’s no, it doesn’t make it past the drawing board.”
Ideal Heating is currently investing £60m into its UK Technology Centre in Hull. The company stated that the investment signals its ambition to lead the UK’s transition to net zero.
In the months ahead, Ideal Heating said installers will see more benefits, including the new Max Priority service. From 1 June 2025, customers with a registered and in-warranty Max boiler will receive priority calling and next working day call-outs when needed.