Trooli

How ethical is Trooli?

Trooli is a broadband provider which has achieved The GOOD Shopping Guide’s ethical benchmark on our Ethical Broadband Providers Ratings Table. With a score of 82 out of 100, Trooli demonstrates a strong commitment to ethical business practices across the majority of criteria assessed by The GOOD Shopping Guide.

Trooli has not yet received The GOOD Shopping Guide’s Ethical Accreditation, an editorial endorsement awarded to brands which achieve a high ethical score across our multi-criteria assessment. Receiving this endorsement would strengthen the brand’s standing as a recognised ethical choice for consumers in the broadband sector.

What does Trooli do?

Trooli is an independent full fibre broadband provider that builds, owns, and operates its own fibre-to-the-premises network, rather than reselling services over existing national infrastructure. Launched in Kent in 2018, Trooli has extended its network to cover approximately 460,000 premises across the South East of England and parts of Scotland, with a particular focus on connecting rural and semi-rural communities that have historically been underserved by major broadband providers. Trooli is majority-owned by Agnar UK Infrastructure Ltd, backed by French infrastructure investors Vauban Infrastructure Partners, and also wholesales network access to other internet service providers.

Why does Trooli perform well ethically?

Trooli achieves good ratings across the majority of criteria assessed by The GOOD Shopping Guide. The brand receives good ratings for fossil fuels, animal welfare, armaments, irresponsible marketing, and political donations, reflecting solid ethical conduct across environmental and governance criteria. Trooli also receives good ratings for human rights and other criticisms, indicating no documented concerns in these areas. As an independent altnet committed to expanding full fibre connectivity to underserved communities, Trooli demonstrates a purposeful approach to broadband provision that extends beyond commercial interest alone.

What could improve Trooli’s ethical positioning?

Trooli receives a poor rating for its environmental report. For a network infrastructure company building and operating physical fibre cable across hundreds of thousands of premises, the environmental impact of construction, operations, and energy use is a meaningful consideration. Publishing a comprehensive environmental report would provide transparency around Trooli’s environmental commitments and performance, and bring this rating in line with the strong conduct demonstrated across other criteria.

Obtaining The GOOD Shopping Guide’s Ethical Accreditation would provide editorial recognition of Trooli’s ethical standards and make it easier for consumers to identify the brand as an editorially endorsed choice in the broadband sector.

Trooli represents one of the stronger ethical profiles in the broadband sector and is a good choice for consumers in its coverage area seeking a full fibre connection from an independent provider with demonstrated ethical conduct. Consumers can explore how Trooli compares to other brands on our Ethical Broadband Providers Ratings Table and learn more about how we rate brands on ethical criteria.