Booking directly with a train operator (LNER, Avanti, Southern, and others) can make sense for certain journeys or loyalty perks. However, TOC apps generally don't offer split ticketing (some do however), which limits how much they can save you on cross-country journeys involving other operators.
An app like Choo Choo that searches across the full network and checks for split savings automatically is more likely to return the lowest price on longer, multi-operator journeys.