Ecotricity
Ecotricity is a UK-based renewable energy supplier founded in 1995, generating green electricity from its own wind and solar parks to serve 160,000+ residential, SME, and large enterprise customers across Britain. It offers fixed, variable, and loyalty tariffs, green gas with UK-based carbon removal offsets, and corporate hourly-matched power purchase agreements.
- Company typePrivate
- Founded1995
- HeadquartersStroud, United Kingdom
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Ecotricity does
Ecotricity is a UK-based renewable energy supplier founded in 1995 by Dale Vince, operating as a subsidiary of the diversified Green Britain Group and headquartered in Stroud, England. It generates green electricity from its own wind and solar parks across Britain and supplies both domestic and business customers alongside a green gas product that mixes sustainable gas with fossil gas and is offset through direct UK-based carbon removal projects. The company serves three primary customer segments — households (via online self-service switching with 5-working-day transitions), SMEs, and large enterprises (via dedicated account management and structured power purchase agreements). Its product set includes fixed, variable, and loyalty tariffs (EcoFixed, EcoFlex, EcoLoyalty), a Smart Export Tariff for prosumer solar customers, smart meter services, and value-added sustainability offerings such as the Carbon Bank and Britwind small-scale wind solutions.
The underlying technology combines physical renewable generation assets (wind and sun parks) with retail energy supply operations and hourly-matched renewable energy procurement. Ecotricity differentiates through its "Bills into Mills" reinvestment model, in which customer payments are deployed into new green generation capacity rather than dividends, and through proprietary capabilities such as hourly-matched PPAs using Renewable Energy Guarantees of Origin (REGOs) — evidenced by its AEG Europe deal covering The O2 and other major venues. The Green Britain Group ecosystem extends the company's footprint into adjacent ventures including Ecotalk (green mobile network), Forest Green Rovers (football club), Forest Green Kitchen (vegan food), GreenCode (sustainability accreditation), The Sky Mining Company (sustainable diamonds), and Green Knight Studios (creative agency). Ecotricity operates roughly 800 employees across the group and powers over 160,000 customers.
Commercially, Ecotricity employs a sales-led go-to-market model with inside sales for households and SMEs, enterprise field sales for large corporate PPAs, and a multi-channel marketing approach anchored by founder-led brand storytelling and third-party endorsements (Which? Eco Provider for six consecutive years, Ethical Consumer Best Buy, Vegan Society approval). Its revenue is generated through recurring subscription supply contracts — domestic and business electricity, green gas, and corporate PPAs — with publicly undisclosed, quote-based pricing. Historically, the company divested its Electric Highway EV charging network to GRIDSERVE in 2021 and attempted an electric airline (EcoJet) in 2023 that has since collapsed, indicating selective capital reallocation toward core generation and supply operations.
Ecotricity firmographics
Firmographics- Name
- Ecotricity
- Legal name
- Ecotricity Limited
- Website
- https://ecotricity.co.uk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Ecotricity is a UK-based renewable energy supplier founded in 1995, generating green electricity from its own wind and solar parks to serve 160,000+ residential, SME, and large enterprise customers across Britain. It offers fixed, variable, and loyalty tariffs, green gas with UK-based carbon removal offsets, and corporate hourly-matched power purchase agreements.
- Ownership category
- akta.pro rank
Ecotricity industry classification
Industry- Product category
- Renewable Energy Retail Supply
- NAICS
- Electric Power Generation, Transmission and Distribution (2211), Wind Electric Power Generation (221115), Solar Electric Power Generation (221114)
- SIC
- Cogeneration Services & Small Power Producers (4991)
- akta.pro primary industry
- C&I Renewable Supply & Green Tariffs (Bundled RE, Sleeves, Utility Green Tariffs) (EUAGACAE)
- akta.pro secondary industries
- Green/Carbon-Neutral Retail Supply (RECs/GoOs Bundled) (EUAGABAE), Green Power Retailing & Bundled Supply (Energy + Certificates) (EUAGAFAE), REC/GO Retail Supply & Green Tariffs (Bundled/Unbundled) (EUAMAKAF)
Keywords
Where Ecotricity is headquartered
LocationHeadquarters
- HQ city
- Stroud
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ecotricity business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Green Electricity Supply: Supply of 100% green electricity generated from Ecotricity's wind and sun parks to domestic and business customers across Britain
- Green Gas Supply: Supply of a mix of sustainable green gas and fossil gas to customers, with investments in green gas mills
- Power Purchase Agreements: Corporate PPAs for supplying hourly-matched renewable electricity to large commercial venues, delivered through bundled REGOs, Sleeved PPAs, and PPAs with hourly metering data
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | EcoFixed 12-month fixed tariff |
| Subscription | Multi-year contract | EcoLoyalty fixed tariffs |
| Subscription | Monthly | EcoFlex variable tariff |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Ecotricity product offering
Product offeringCore offering
Ecotricity supplies 100% renewable electricity generated from its own wind and solar parks, plus a green gas blend (sustainable green gas and fossil gas with carbon removal investments), to UK domestic households and business customers. The company offers multiple tariff structures (fixed, variable, loyalty, smart export) and additional services including smart meters, on-site generation, and corporate Power Purchase Agreements.
Product overview
Ecotricity is Britain's self-proclaimed overall greenest energy company, founded in 1995, offering a diversified portfolio of renewable energy products and services. The core offering consists of green electricity supply (from wind and solar parks) and green gas supply (a mix of sustainable green and fossil gas with carbon removal investments). The company offers multiple tariff options including EcoFixed (12-month fixed), EcoFlex (variable), EcoLoyalty (loyalty-based fixed), and Smart Export Tariff for solar customers. Supporting services include smart meters, Britwind (small-scale wind power solutions), Carbon Bank (carbon offsetting), and Ecotalk (green mobile network). The company differentiates through its 'Bills into Mills' model, reinvesting customer bills into building new green energy sources rather than paying dividends. Recent changes include revamping carbon credits to focus on UK-based removal projects rather than international credits.
Differentiator
Problem solved
Functional benefit
Brands
- Britwind: Small-scale wind power specialists offering wind turbines and solutions.
- Carbon Bank
- Ecotalks
- EcoFixed
- EcoFlex
Products and services
- Green Electricity Supply 100% renewable electricity supplied to UK domestic and business customers, generated from Ecotricity's wind and solar parks around Britain. Includes matching Renewable Energy Guarantees of Origin (REGOs) to substantiate green claims.
- Green Gas Supply Gas supply combining sustainable green gas and fossil gas for UK domestic and business customers, with investments in direct carbon removal projects in Britain through the Carbon Bank to offset fossil gas emissions.
- Corporate Power Purchase Agreements (PPAs)
Quantifiable outcome
- Ofgem price cap alternative with 13% lower costs projected
- +1 more outcomes
Companies that use Ecotricity
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Ecotricity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Ecotricity partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- AEG EuropecoreLandmark power purchase agreement to supply hourly-matched renewable electricity to AEG Europe's entire UK entertainment venue portfolio including The O2, Watford Coloseum, and The Halls Wolverhampton. Uses Power Purchase Agreements combined with hourly-matched Renewable Energy Guarantees of Origin. AEG Europe aims for net-zero operations by 2030.
- V RUMminorV RUM distillery uses 100% renewable electricity from Ecotricity as part of their eco-friendly distilling operations to reduce waste and carbon footprint.
- AEG EuropecorePower purchase agreement for hourly-matched renewable electricity supply to major UK entertainment venues. Electricity predominantly sourced from hydro and solar assets, delivered through bundled REGOs, Sleeved PPAs, and PPAs with hourly metering data.
- A Greener Future / Green Events & Innovations ConferenceminorSponsorship of the 18th Green Events and Innovations Conference (GEI18) at Royal Lancaster Hotel in London. Partnership between A Greener Future and International Live Music Conference.
- GRIDSERVEminorGRIDSERVE acquired Ecotricity's Electric Highway charging network in July 2021. The Electric Highway was Ecotricity's EV charging network along UK motorways, which GRIDSERVE subsequently expanded to over 190 locations with 1,400 charging bays.
- LushcoreLush has partnered with Ecotricity since 2008 for 100% renewable energy supply to their Poole manufacturing hub and global operations. This partnership supports Lush's sustainability goal to move away from natural gas and diesel by 2030.
- The Vegan SocietycorePartnership with The Vegan Society for 100% vegan energy certification, validating that Ecotricity's energy does not involve animal products in its generation or supply process.
- Viva!minorPartnership with Viva! animal rights organization as part of Ecotricity's ethical and vegan energy positioning.
- Ethical ConsumerminorEthical Consumer Best Buy designation, validating Ecotricity's ethical business practices and green energy credentials.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Ecotricity competitors and assessment
Company assessmentDirect peers
- Bulb Energy: UK green energy retailer that supplied 100% renewable electricity and 100% green gas to domestic and business customers before its 2021 administration and subsequent acquisition by Octopus Energy. Was a direct comparator to Ecotricity in UK green-only retail supply.
- Octopus Energy: UK-based green-leaning energy retailer serving millions of domestic and business customers with renewable tariffs, smart export, EV tariffs, and tech-driven service. Directly competes with Ecotricity in UK residential and SME green supply, and is the dominant scale challenger in the same segment.
- OVO Energy: Major UK energy retailer with 100% renewable electricity as standard for customers and a strong sustainability brand. Competes head-to-head with Ecotricity for ethically minded UK households and SME customers.
- Good Energy: UK-based 100% renewable electricity supplier sourcing from independent generators, serving residential and business customers. Closely comparable to Ecotricity as a smaller, purpose-driven green-only retailer in the UK market.
Others
- Statkraft: Europe's largest generator of renewable energy, supplying renewable power and PPAs to corporate and utility buyers. Comparable to Ecotricity as a renewable PPA provider but operating as a state-owned Norwegian generator rather than a UK retailer.
Broad incumbents
- E.ON Next: UK retail energy brand of E.ON serving millions of customers with green tariff options, smart meters, EV, and solar export products. Overlaps with Ecotricity in UK residential green supply and small-scale generation services but at significantly larger scale and as part of a European utility group.
- British Gas (Centrica): Largest UK energy retailer with green tariff options and significant boiler/services business. Competes with Ecotricity for UK households but offers a much broader product portfolio and greater customer scale.
- EDF Energy: One of the UK's Big Six energy suppliers with significant nuclear and renewable generation and a broad retail offering including 'GoElectric' EV tariffs. Competes with Ecotricity for UK domestic and C&I customers but operates at much larger scale and across multiple generation technologies.
- Shell Energy Retail: UK retail energy arm of Shell offering fixed and variable tariffs with renewable options. Overlaps with Ecotricity in the UK C&I and residential green supply market but operates as part of a much broader, vertically integrated oil and gas major.
- SSE Energy Services: UK utility with substantial renewable generation (wind, hydro) and a retail supply business serving households and businesses. Comparable to Ecotricity as a UK renewable-heavy energy provider with both generation and retail operations, though at materially larger scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Ecotricity social profiles
Digital presenceEcotricity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ecotricity leadership team
Management profileNumber of profiles
Profiles1 record
Ecotricity subsidiaries and ownership
Company hierarchySubsidiaries9 records
Ecotricity funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ecotricity M&A and investment
M&A and investmentM&A1 record
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ecotricity
What does Ecotricity do?
Ecotricity supplies 100% renewable electricity generated from its own wind and solar parks, plus a green gas blend (sustainable green gas and fossil gas with carbon removal investments), to UK domestic households and business customers. The company offers multiple tariff structures (fixed, variable, loyalty, smart export) and additional services including smart meters, on-site generation, and corporate Power Purchase Agreements.
Is Ecotricity a public or private company?
Ecotricity is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ecotricity founded?
Ecotricity was founded in 1995. It employs 501 to 1,000 people.
Where is Ecotricity based?
Ecotricity is headquartered in Stroud, United Kingdom, in the Europe region.
How does Ecotricity make money?
Three revenue lines are on record. Green Electricity Supply is the primary driver. The others are green Gas Supply and power Purchase Agreements.
Who are Ecotricity's main competitors?
Direct peers on record are Bulb Energy, Octopus Energy, OVO Energy and Good Energy. Statkraft is listed as an others. Broad incumbents are E.ON Next, British Gas (Centrica), EDF Energy, Shell Energy Retail and SSE Energy Services.
Does Ecotricity have an API?
No public API is recorded for Ecotricity.
What industry is Ecotricity in?
Ecotricity's product category is Renewable Energy Retail Supply. Its primary akta.pro industry code is EUAGACAE, C&I Renewable Supply & Green Tariffs (Bundled RE, Sleeves, Utility Green Tariffs), with a secondary code of EUAGABAE, Green/Carbon-Neutral Retail Supply (RECs/GoOs Bundled). Its NAICS code is 2211 and its SIC code is 4991.