I agree, very similar to easyCar.

Demand-based daily rates; LDW rates around £2-3/day; £10 optional cleaning fee...

Slightly more selection than easyCar (choice of 2 models at LHR, although with easyCar you have more locations ,with potentially different models, to select from); excess mileage at £0.09/mile vs. £0.20 for easyCar...

Very comparable and worth a look if your needs fit the models available. You can select either a SmartCar or a 5 passenger sedan or wagon (Fiesta/Focus/Astra).