Comparing providers

What If HR or Citation? An honest comparison for small businesses

Based in Caterham, Surrey, and working across London, the South East and the UK.

The short answer. Citation is a large national provider of HR, health and safety and certification, with a 24/7 advice line. Its own terms say contracts renew automatically for the same length unless you give six months' written notice, and its FAQ says contracts are typically three years or longer. What If HR is a small consultancy: one named consultant, prices on the website and a three-month trial with no exit fee.

Book a free 20-minute call See the side by side

Side by side

What If HRCitation

PriceOn the website: from £150 a month + VAT, priced by team sizeNo figures on its pricing page until you enter your number of employees

Who you speak toOne named consultant who knows your business and your teamA 24/7 advice line and consultants

Contract lengthA three-month trial with no exit fee. Then Advisory runs monthly with one month's notice; the Outsourced HR team runs for 6 or 12 monthsCitation says its contracts are "typically three years or longer"

RenewalAdvisory rolls on monthly and stops with one month's notice. No multi-year termsRenews automatically for a further period equal to the first term, unless you give written notice at least six months before it ends (terms, clause 2)

Price risesFees are fixed in your written specification. Our terms have no automatic yearly riseFrom the first anniversary, once a year, by the greater of 3% or the Retail Prices Index (terms, clause 5(d))

Leaving earlyAt the end of the three-month trial, with no exit fee. Advisory: one month's noticeIf both sides agree to end early, a final invoice for 75% of the charges not yet invoiced for the rest of the contract (terms, clause 10(e))

Insurance for tribunal awardsNo. We are HR specialists, not an insurer or a law firm, and we tell you when you need a solicitorAdvertises "£1.5m cover annually"

Citation's side is taken from its own website and published terms, checked on 30 September 2026. Terms change, so ask for the current version before you sign. Sources are listed at the end of this page.

When Citation may suit you better

You want HR, health and safety and certification from one supplier.
You want advice at any hour, and insurance-backed cover.
You are happy with a multi-year contract in return for a fixed monthly fee.

When What If HR is the better fit

You want the same named person every time, who knows your team.
You want to see the price before the first call.
You would rather not sign up for three years or more.
You want help doing the work: letters drafted, meetings attended, your HR inbox answered.

See the plans and prices

Six questions to ask any HR provider before you sign

Whoever you choose, get the answers in writing. They matter more than the monthly fee.

Ask us all six on a free 20-minute call

How long is the first term, and does it renew automatically?
How much notice do I need to give, and by when?
How and when can the price go up?
What does it cost to leave early?
Will I speak to the same person each time?
What is included, and what is charged on top?

Straight answers

Questions owners ask us

Can't see your question?

Ask us directly. We reply the same working day.

Book a free 20-minute call

or email hello@whatifhr.co.uk

Is What If HR cheaper than Citation?

It depends on your team size and what you need, and Citation does not publish prices to compare against. Ours are on the website: Advisory from £150 a month + VAT, priced by team size. Get a written quote from both and compare the total over the full contract term, including any renewal and price rises.

Can I switch to What If HR while I am still in a contract with Citation?

Yes, but check your notice date first. Some provider contracts need notice months before the end of the term. Send us the dates and we will plan the handover around them, so you are not paying twice for longer than you need to.

Do you offer a 24/7 advice line?

No. We work Monday to Friday, 9am to 5pm, and we reply the same working day. If you need advice at night or weekends as a matter of course, a national provider may suit you better.

Do you provide insurance for tribunal awards?

No. We are HR specialists, not an insurer or a law firm. We help you get the process right so claims are less likely, support you through Acas and a claim, and tell you when you need a solicitor.