From my limited experience, relating entirely to combi boilers:
Every heating engineer has a brand preference and good reasons why you should never go anywhere else.
Worcester, Vaillant, Viesmann all seem to be highly rated (and Baxi, above!)
Worcester had the highest warranty (I think it was 10, upgraded to 12 if you got their fitter) although warranties pointless unless you follow their service plan.
I strongly considered Viesmann because various reviews said they are objectively better (though I can’t remember why, maybe something to do with the heat exchanger itself?). I didn’t get Viesmann as they are newer to the UK and so apparently have fewer engineers —> longer call out time etc. and they didn’t have one as powerful
I then got a completely overpowered boiler (50Kw)- deliberately - for reasons that made no sense to me they seem to rank boilers by how many radiators they can run, but a boiler that can run 15 rads has a higher flow rate (litres per minute of hot water at a particular temp coming out of the taps) than a boiler that can run fewer radiators. As a normal human being I wanted a piping hot shower with pressure that could strip the skin from my flesh and (the advantage of a combi) never run out. I don’t think any combi can be as good as a high pressure system, but the one we got was pretty fantastic tbh if expensive (Worcester Bosch greenstar Style or Life (can’t remember) 50kW - 20.3 litres/minute at some temperature can’t remember.
To accommodate that, and because everything was being ripped out anyway, I also had a new wider bore water main installed (water pressure from street was great, so it was worth doing), and a new wider bore gas main installed (they were moving the pipes anyway so wider bore wasn’t a big deal) to make sure the boiler got the maximum juice possible.
Result - two showers at the same time possible, no more shouting downstairs “please stop doing the washing up” etc.
From my limited experience, relating entirely to combi boilers:
Result - two showers at the same time possible, no more shouting downstairs “please stop doing the washing up” etc.