The honest answer
Does it matter which broadband provider you use?
Less than you would think, for most businesses. The large majority of UK business broadband runs over the same Openreach network whoever sells it to you, so the cable coming into your building is frequently identical across three quotes with three different logos on them.
What actually differs is the part nobody puts on the front of the quote. What the service level agreement promises when it breaks. How quickly somebody is committed to responding. Whether the upload speed matches the download, which matters far more than most businesses realise once everything is in the cloud. And whether the number you ring reaches somebody who knows what is plugged in at your end.
Nearly all of it is BT in the end. So the useful question is not whose logo is on the router, it is what happens on the morning it stops.
There are real exceptions. Virgin Media runs its own cable network, which is genuinely different infrastructure and sometimes the better answer at a given postcode. And in Cardiff there is now a full fibre network built in the city itself, which is a real alternative rather than a reseller badge.
We will tell you when the cheapest option is the right one. There is not enough margin in broadband to be worth misleading anybody over.