Stand across the road from your house and look at it the way a stranger would. That view answers the frame question better than any showroom, because the honest truth about uPVC, aluminium and timber is that each one is the right answer to a different house.
Most British homes are ordinary houses with rendered or brick fronts, and for them uPVC remains the default for a reason. It is the cheapest of the three, it never needs painting, and a decent modern profile bears little resemblance to the chunky grey-white frames of the 1990s. Woodgrain foils and anthracite finishes have come a long way. Its weaknesses are structural rather than cosmetic: uPVC is not stiff, so frames are thicker and sightlines fatter, and very large panes need reinforcement. On a standard semi with standard openings, none of that matters much. Cheap uPVC, on the other hand, discolours and its gaskets fail early, so the difference between budget and mid-range profile is worth paying.
Aluminium is strong, which changes what a window can be. Slim frames, big glass, sliding doors that run four metres without complaint. That is why nearly every architect-led extension you have admired has aluminium glazing in it. Modern frames have a thermal break, a plastic barrier inside the profile, so the old complaint about cold, sweating metal frames belongs to another era. You pay for all this, typically well above uPVC, and on a small cottage window the slim-frame advantage buys you almost nothing. Aluminium earns its cost where glass is big and frames should disappear.
Timber is the original material, and on a Victorian or Georgian street it is often the only one that looks right. In a conservation area it may be the only one the council will accept, so speak to the planning department before ordering anything. Modern engineered timber with factory finishes is not the rot-prone sash of memory. It will still want repainting every eight to ten years, and it costs the most of the three, but it is also the only frame that can be repaired indefinitely rather than replaced. On the right house, timber is not a sentimental choice. It is what holds the value of the street.
The common mistakes are all mismatches. White uPVC in an original Edwardian bay, bought to save money, quietly costs it back at valuation. Aluminium chosen for a tired bungalow because a brochure looked good. Timber promised by an owner who has never once repainted anything. Whatever the material, the glass spec and the fitting matter as much: a well fitted uPVC window outperforms a badly fitted timber one every time, and window energy ratings let you compare like with like across materials.
A company that only sells one material will recommend that material. Ask the ones who fit all three which they would put in your house and why, and listen for an answer about the house rather than the product. Browse window companies working in your area to see who covers which materials, or describe the house and get quotes for the material question answered in prices rather than promises.
Then go stand across the road again, quotes in hand. The house has an opinion. It is usually right.