I was in the web hosting market for 7 years & never heard of this company but to be honest UK competitors were not our largest competition so I could have missed them. They have enough packages to suggest they are not a reseller but on the other hand their site looks a little like a mom & pop shop. I’d try that phone number before signing up & making sure when they say Unlimited domains on their packages that they mean that you can host unlimited accounts & find out if there are any extra “hidden” charges for that or any other aspect of the package.
Is there a BBB for the UK?