HOOD
BeMoved (formerly HOOD.ai) is an Australian digital self-serve platform that helps residential movers connect and transfer electricity and gas utilities with leading providers AGL, Origin, and Energy Australia, earning revenue through provider referral fees on a free consumer service.
- Company typePrivate
- Founded2018
- HeadquartersCamberwell, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What HOOD does
BeMoved Pty Ltd (formerly HOOD.ai) is an Australian private company operating a digital self-serve platform that helps residential movers connect, transfer, and disconnect electricity and gas utilities across Australia. Founded in 2018 and headquartered in Camberwell, Australia, the company serves homeowners and renters relocating within Australia by enabling them to enter an address, compare plans from partner providers, and complete utility connections online in minutes without phone calls. The core technology is a web-based platform with pre-filled utility application forms that integrate with Australia's three largest energy retailers — AGL, Origin, and Energy Australia — through referral arrangements.
The business model is a product-led-growth affiliate/referral model: the service is 100% free for end users with no hidden fees, lock-in contracts, or exit fees, while revenue is generated through referral fees paid by energy providers when customers complete a connection through the platform. BeMoved distributes via a single digital self-serve website (bemoved.com.au) supported by organic social media presence on Facebook, Instagram, LinkedIn, and YouTube, with no physical retail or field sales force. The company employs 11-50 people and has raised approximately $14.8M across two disclosed funding rounds (a $3M seed led by BRC Capital in 2019 and an $11.8M round in 2021). On 27 March 2024, HOOD.ai was acquired by and rebranded into the BeMoved family, expanding the product surface to include an address-change service alongside utility connections. CEO and founder Tommy Fraser leads the company.
HOOD firmographics
Firmographics- Name
- HOOD
- Legal name
- BeMoved Pty Ltd
- Website
- https://hood.ai
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BeMoved (formerly HOOD.ai) is an Australian digital self-serve platform that helps residential movers connect and transfer electricity and gas utilities with leading providers AGL, Origin, and Energy Australia, earning revenue through provider referral fees on a free consumer service.
- Ownership category
- akta.pro rank
HOOD industry classification
Industry- Product category
- Utility Connection Services
- NAICS
- Electric Power Distribution (221122), Utilities (22)
- akta.pro primary industry
- Remote Connect/Disconnect & Shutoff/Reconnection Management (EUAJACAG)
Keywords
Where HOOD is headquartered
LocationHeadquarters
- HQ city
- Camberwell
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
HOOD business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Referral fees from energy providers: Energy providers (AGL, Origin, Energy Australia) pay a referral fee to BeMoved when customers connect electricity or gas using the BeMoved service. This does not affect the price customers pay or the plans available to them. The service is free for end users.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free consumer service |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
HOOD product offering
Product offeringCore offering
HOOD (now operating as BeMoved Pty Ltd) provides a free digital platform that helps Australian residential movers connect electricity and gas services from Australia's leading energy providers. Users enter their address, compare provider plans, and complete utility connections online in minutes without phone calls. The service also supports disconnecting utilities at the previous address and notifying contacts of an address change.
Product overview
BeMoved (formerly HOOD.ai) is a single unified digital service platform for home relocation utilities. The core product enables users to transfer or connect electricity and gas services by entering their address, selecting from partnered Australian energy providers (AGL, Origin, Energy Australia), and completing the connection digitally in minutes. The platform also offers address change services as part of the moving experience.
Differentiator
Problem solved
Functional benefit
Products and services
- BeMoved (formerly HOOD.ai) Free digital platform that helps Australian residential movers (homeowners and renters) connect electricity and gas services from leading energy providers including AGL, Origin, and Energy Australia. Users enter their address, compare provider plans, and complete utility connections online in minutes without phone calls. The platform also supports disconnecting utilities at the previous address and provides an address change notification service.
Quantifiable outcome
- Digital connection process completed in minutes
Companies that use HOOD
Customer profileSegments1 record
Ideal customer profiles1 record
HOOD technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HOOD partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- AGLcoreAGL is one of BeMoved's partner energy providers. BeMoved receives referral fees when customers connect electricity or gas with AGL through the platform. AGL is described as one of Australia's top-tier energy providers.
- OrigincoreOrigin is one of BeMoved's partner energy providers. BeMoved receives referral fees when customers connect electricity or gas with Origin through the platform. Origin is described as one of Australia's top-tier energy providers.
- Energy AustraliacoreEnergy Australia is one of BeMoved's partner energy providers. BeMoved receives referral fees when customers connect electricity or gas with Energy Australia through the platform. Energy Australia is described as one of Australia's top-tier energy providers.
Recent moves6 records
Expansion highlights4 records
HOOD competitors and assessment
Company assessmentDirect peers
- iSelect: iSelect is one of Australia's largest comparison platforms, originating in utilities (electricity and gas) and expanding into insurance and financial products. It is the closest direct competitor to HOOD/BeMoved in the home-mover utility connection funnel in Australia.
- Compare the Market Australia: Compare the Market is a household-name comparison aggregator serving Australian consumers across energy, broadband, insurance and finance. Overlap with BeMoved is direct in the energy-connection comparison and switch flow.
- Finder Australia: Finder operates a content- and comparison-led platform for utilities, insurance and financial products in Australia. It is functionally comparable as a digital energy-comparison and referral channel for residential consumers.
Emerging players
- Selectra: Selectra is a multi-country energy comparison and switch service with operations in Australia. It offers the same type of digital-only utility connection assistance that BeMoved does, but with a global footprint and multi-vertical focus.
- REA Group (realestate.com.au): REA Group owns Australia's dominant residential property portal and captures high-intent mover traffic at the moment of relocation. It is thematically comparable as a potential distribution partner or competitor for mover-services monetization (utilities, broadband, insurance).
- Domain Group: Domain is one of Australia's two leading residential property portals. It owns the same mover-intent moment that drives utility connections, making it a natural distribution channel or adjacency for BeMoved.
Broad incumbents
- AGL Energy: AGL is one of Australia's largest energy retailers and a core referral partner of BeMoved. It is comparable because it is both a supply-side participant in the same value chain and a potential competitor building direct digital onboarding.
- Origin Energy: Origin is a major integrated Australian energy retailer and a core referral partner of BeMoved. It sits in the same value chain and could disintermediate comparison platforms via its own digital tooling.
- EnergyAustralia: EnergyAustralia is one of Australia's largest electricity and gas retailers and a referral partner. It is a broad incumbent in the same end-customer energy market BeMoved targets.
Others
- Move My Stuff / OneFlare: OneFlare/Move-My-Stuff marketplaces serve the broader moving experience in Australia (removalists, related services). They are adjacent ecosystem participants in the relocation journey where BeMoved could embed utility connection.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
HOOD social profiles
Digital presenceHOOD financial estimates
Financial estimateRevenue estimate
Valuation estimate
HOOD leadership team
Management profileNumber of profiles
Profiles1 record
HOOD funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HOOD M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HOOD
What does HOOD do?
HOOD (now operating as BeMoved Pty Ltd) provides a free digital platform that helps Australian residential movers connect electricity and gas services from Australia's leading energy providers. Users enter their address, compare provider plans, and complete utility connections online in minutes without phone calls. The service also supports disconnecting utilities at the previous address and notifying contacts of an address change.
Is HOOD a public or private company?
HOOD is a private company. It is classified as corporate owned and is currently operating.
When was HOOD founded?
HOOD was founded in 2018. It employs 11 to 50 people.
Where is HOOD based?
HOOD is headquartered in Camberwell, Australia, in the Oceania region.
How does HOOD make money?
One revenue line is on record: referral fees from energy providers.
Who are HOOD's main competitors?
Direct peers on record are iSelect, Compare the Market Australia and Finder Australia. Emerging players are Selectra, REA Group (realestate.com.au) and Domain Group. Broad incumbents are AGL Energy, Origin Energy and EnergyAustralia. Move My Stuff / OneFlare is listed as an others.
Does HOOD have an API?
No public API is recorded for HOOD.
What industry is HOOD in?
HOOD's product category is Utility Connection Services. Its primary akta.pro industry code is EUAJACAG, Remote Connect/Disconnect & Shutoff/Reconnection Management. Its NAICS code is 221122.