The Streisand Effect: Octopus reveals demand for heat pumps jumped 58% in October
Enquiries for heat pumps increased 58% in October, reaching their highest levels since March when the Iran war pumped up gas prices
Boiler Upgrade Scheme applications also hit an all-time high, surging 30% in September as Brits rushed to secure heat pump grants ahead of uncertainty
Government confirms the BUS will retain its £400 million funding in the Budget, with heat pumps central to its ambition to reduce reliance on volatile fossil fuel markets
London, 29 October 2026 – Brits are getting fired up about heat pumps, with publicity about possible cuts to government schemes and rising gas prices helping drive a surge in demand for efficient electric heating.
Octopus Energy saw heat pump enquiries increase by more than half (58%) in October, reaching their highest level since March, when the war in Iran put energy prices in the spotlight and exposed Britain’s reliance on volatile fossil fuels.
Heat pumps can already beat gas on running costs. Octopus’s Boiler Beater dashboard shows 99% of Octopus's award-winning Cosy heat pumps are cheaper to run than a gas boiler, typically reducing bills by 25% compared with a gas boiler*.
The rush follows uncertainty over the future of the Boiler Upgrade Scheme (BUS) ahead of the Budget, leaving households wondering whether they could miss out on support to make the switch, and fears of rising gas prices driven by the conflict in Iran.
New government figures released today show heat pump grant applications hit a record high of over 9,700 in September – up 30% on August – with vouchers more than doubling year on year**.
The Government has since confirmed that funding will remain at £400 million, allowing hundreds of thousands of British families to get their hands on a heat pump and keep their homes cosy for cheaper.
Greg Jackson, Founder and Chief Executive of Octopus Energy, said: “The BUS grant works. It’s a bit like the Barbra Streisand effect; publicity about threats to heat pumps has driven interest higher than ever.
“With so many stories in the media and online, people have looked into heat pumps and seen just how attractive they can be.
“Fortunately, the government have committed to the grant scheme and so many more families will benefit. Moreover, building the heat pump industry reduces Britain’s reliance on gas for heating - improving our energy security for the long term.
“We look forward to working with government to reduce the barriers and make it easier for even more people to switch away from gas to efficient electric heating.”
The news comes hot on the heels of Octopus announcing its latest innovation, the Cosy Cooler – a smart, shredder-sized cooling unit that turns Octopus Cosy heat pump into an air conditioning system, helping customers keep their homes cool when temperatures rise.
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Notes to editors:
* According to Octopus’ Cosy Heat Pump Fleet Performance Dashboard, streaming data from thousands of Octopus heat pumps across the UK, October 2026
** DESNZ, Boiler Upgrade Scheme statistics - September 2026. Applications rose from 4,089 in September 2025 to 9,738 in September 2026 – an increase of 138% year on year.
Based on Department for Energy Security and Net Zero data on Boiler Upgrade Scheme voucher applications uptake, September 2025 to September 2026.
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About Octopus Energy Group
Octopus Energy is a global clean energy and technology business, driving the affordable, green energy system of the future. Under its own retail brand, Octopus delivers world-class customer service and cutting-edge energy products to 11 million households globally.
The company is driving the electrification of heat and transport through smart tariffs and innovative clean tech, with operations spanning 27 countries and the entire energy value chain. It operates a £7 billion renewables portfolio as well as thriving EV leasing, heat pump, and solar businesses.
Backed by pension funds, investors and energy giants, Octopus Energy Group businesses deliver cheaper, greener energy and cutting-edge tech to countries and customers worldwide.
For more information, check out our website.
Based on Department for Energy Security and Net Zero data on Boiler Upgrade Scheme voucher applications uptake, September 2025 to September 2026.