Ecotricity

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.

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

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

• Renewable electricity supply
• Green energy utility
• Green gas supply
• Power purchase agreements
• Small-scale wind power

Headquarters

HQ city

Stroud

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Green Electricity Supply: Supply of 100% green electricity generated from Ecotricity's wind and sun parks to domestic and business customers across Britain
2. Green Gas Supply: Supply of a mix of sustainable green gas and fossil gas to customers, with investments in green gas mills
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• AEG EuropecoreStrategic or Co-development Partner · 1 December 2025Landmark 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 RUMminorGTM or Marketing Partner · 1 December 2025V RUM distillery uses 100% renewable electricity from Ecotricity as part of their eco-friendly distilling operations to reduce waste and carbon footprint.
• AEG EuropecoreStrategic or Co-development Partner · 1 October 2025Power 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 ConferenceminorGTM or Marketing Partner · 1 September 2025Sponsorship 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.
• GRIDSERVEminorChannel Partner/ Reseller/ Distributor · 1 July 2021GRIDSERVE 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.
• LushcoreGTM or Marketing Partner · 1 January 2008Lush 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 SocietycoreGTM or Marketing PartnerPartnership 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!minorGTM or Marketing PartnerPartnership with Viva! animal rights organization as part of Ecotricity's ethical and vegan energy positioning.
• Ethical ConsumerminorGTM or Marketing PartnerEthical Consumer Best Buy designation, validating Ecotricity's ethical business practices and green energy credentials.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct 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

• Xx.com/ecotricity
• Facebookfacebook.com/ecotricity
• LinkedInlinkedin.com/company/ecotricity
• Instagraminstagram.com/ecotricity

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ecotricity