So Energy
So Energy is a UK residential energy supplier serving approximately 300,000 households in England and Wales with renewable electricity and gas across five distinct tariffs, plus solar, battery, EV charger and heat pump installations financed via partner Hometree.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What So Energy does
So Energy Trading Limited is a UK residential energy supplier headquartered in Chiswick, London, founded in 2015 by Simon Oscroft and Charlie Davies and operating as a wholly-owned subsidiary of Ireland's state-owned ESB. It supplies electricity and gas to approximately 300,000 households across England and Wales with a workforce of around 450 employees, branded internally as "Energists". All tariffs except So Flex are backed by 100% renewable electricity, and the company holds direct Power Purchase Agreements with three subsidy-free UK wind farms (Fullabrook, Mynydd y Betws, West Durham) generating roughly 101 GWh per year.
Its commercial proposition rests on five distinct tariffs: So Fixed (12 or 24-month fixed unit rates), So Green Tracker (priced £50 below the Ofgem cap and re-priced quarterly), So Flex (variable tariff tracking Ofgem), So EV (6.5p/kWh off-peak 12am–5am home charging) and So Unique, a personalised time-of-use tariff that builds bespoke peak, off-peak and super off-peak bands from each household's smart meter consumption pattern. Underlying technology comprises smart metering with In-Home Display, a cloud-based billing and customer management stack, and iOS/Android apps for self-service, live chat and meter reading submission. Beyond energy supply, So Energy sells and installs solar panels, batteries, EV chargers and heat pumps — solar installs are financed over 5–25 years at from £75/month through Hometree Finance.
The business model is primarily B2C subscription-style: monthly recurring energy charges (unit rates plus standing charges), early-exit fees on fixed tariffs, ancillary hardware sales for solar/EV/heat pumps, and a £50-each Refer-a-Friend programme. Distribution is direct via so.energy and the mobile app, supplemented by listing on UK price-comparison platforms (uSwitch, GoCompare, MoneySuperMarket), free smart meter installation by appointed engineers, and PR-led brand building. The company is FCA-regulated as a credit broker (reference 935278) for the Tandem Bank and HTG Finance consumer finance products that underwrite its solar payment plans, and is MCS-certified for solar installations.
So Energy firmographics
Firmographics- Name
- So Energy
- Legal name
- So Energy Trading Limited
- Website
- https://so.energy
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- So Energy is a UK residential energy supplier serving approximately 300,000 households in England and Wales with renewable electricity and gas across five distinct tariffs, plus solar, battery, EV charger and heat pump installations financed via partner Hometree.
- Ownership category
- akta.pro rank
So Energy industry classification
Industry- Product category
- Residential Energy Supply
- NAICS
- Electric Power Generation, Transmission and Distribution (2211), Electric Power Transmission, Control, and Distribution (22112)
- SIC
- Electric Services (4911)
- akta.pro primary industry
- Green/Carbon-Neutral Retail Supply (RECs/GoOs Bundled) (EUAGABAE)
- akta.pro secondary industries
- Retail Supply + DER/Virtual Power Plant Bundles (Solar, Storage, DR) (EUAGABAI), Home Energy & EV Charging (HEMS, Smart Meters, Batteries, Chargers) (HSAPAQAF)
Keywords
Where So Energy is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
So Energy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Energy Supply: Revenue from supplying electricity and gas to residential customers through various tariff options including fixed-rate, variable, tracker, and EV-specific tariffs. Customers pay unit rates for energy consumption plus standing charges.
- Solar Installation: Revenue from installing solar panels and battery storage systems. Installation costs are spread through Hometree Finance partnership with payment plans from £75/month over 5-25 years.
- Smart Meter Installation: Free smart meter installation services for customers, funded through the supplier's operational costs.
- EV Charger Sales: Sale and installation of EV chargers with £99 upfront payment and remaining cost after installation. Solar-compatible chargers with year-round expert support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | So Fixed - 12 or 24-month fixed rate tariff with 100% renewable electricity |
| Subscription | Monthly | So Green Tracker - 12-month tracker tariff priced £50 below Ofgem price cap |
| Usage-based | Monthly | So Flex - Standard variable tariff with no contract or exit fees |
| Subscription | Monthly | So EV - EV-specific tariff with low off-peak rate |
| Usage-based | Monthly | So Unique - Personalised time-of-use tariff |
| Unit Pricing | Monthly | Solar Installation via Hometree Finance |
| One time/ perpetual license | Pay-as-you-go | EV Charger |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
So Energy product offering
Product offeringCore offering
So Energy is a UK direct-to-consumer energy supplier providing 100% renewable electricity and gas to approximately 300,000 residential customers across England and Wales. It sells five distinct tariffs (So Fixed, So Green Tracker, So Flex, So EV, and the personalised So Unique), plus complementary home energy products including solar PV panels and batteries, EV chargers, heat pumps, smart meter installation, and Home Cover boiler protection.
Product overview
So Energy is a UK renewable energy supplier operating as a direct-to-consumer model. The portfolio consists of five distinct energy tariffs (So Fixed, So Green Tracker, So Flex, So EV, and So Unique), complemented by a suite of home energy products including smart meter installation, solar panels with battery storage, EV chargers, and heat pumps. Additional services include Home Cover (boiler/home services protection) and a customer mobile application. The company differentiates through 100% renewable electricity on most tariffs and innovative pricing such as the personalised So Unique tariff. Solar and home services are delivered through the Hometree Finance partnership for payment plans.
Differentiator
Problem solved
Functional benefit
Brands
- So Fixed: Fixed-rate tariff with 100% renewable electricity, offering price stability for 12 or 24 month contracts.
- So Green Tracker
- So Flex
- So EV
- So Unique
- Solar Plan
- So Home Cover
Products and services
- So Fixed Fixed-rate energy tariff offering 100% renewable electricity with locked unit rates and standing charges for 12 or 24-month contract terms, providing price certainty and protection from Ofgem price cap changes. Early exit fees apply (£75/fuel for 12-month, £95/fuel for 18/24-month).
- So Green Tracker Tracker tariff with 100% renewable electricity priced £50 below Ofgem's price cap (£25 per fuel), updating every 3 months. Requires smart meter and carries a £50/fuel early exit fee.
- So Flex Standard variable tariff with no contract, no exit fees, and rates changing quarterly in line with Ofgem's price cap. The only non-100% renewable tariff in the So Energy range (mix of renewable and non-renewable electricity).
- So EV Electric vehicle charging tariff offering 6.5p/kWh off-peak rate between midnight and 5am, fixed for 12 months, with 100% renewable electricity. Requires a smart meter and is targeted at UK EV drivers charging at home.
- So Unique Personalised time-of-use tariff using smart meter data to create individual Peak, Off-peak and Super Off-peak rates tailored to each household's energy habits, with potential savings of up to £200/year when shifting 20% of energy use. Requires a smart meter.
- Smart Meter Installation Free smart meter installation providing automatic meter readings, real-time In-Home Display (IHD) energy monitoring in pounds and pence, and elimination of estimated bills. Includes monitoring that helps reduce carbon footprint and lower bills.
- Solar Panels Solar PV panel installation delivered through the Hometree Finance partnership offering zero-deposit payment plans from £75/month over 5-25 years, with monitoring, maintenance, and replacement protection included. MCS-certified installations enabling up to 70% electricity bill savings.
- Solar Batteries Battery storage systems available as part of solar installations, enabling homeowners to store excess energy generated by their solar panels for use during peak or evening periods.
- EV Chargers Home EV charging hardware that is solar-compatible, available for £99 upfront with the remaining balance paid after installation, including year-round expert support.
- Heat Pumps Air-source and ground-source heat pump installation services supporting home heating electrification and reduction in carbon footprint for UK homeowners.
- Home Cover Boiler and home services protection covering repairs and maintenance, providing peace of mind against unexpected repair costs. Originally launched with Hometree in 2023.
- So Energy Mobile App Customer mobile application (iOS and Android) enabling balance checking, bill viewing and payment, meter reading submission, energy usage tracking with graphs, tariff management, and live chat support with a UK-based team.
Quantifiable outcome
- Up to 70% savings on electricity bills with solar
- +4 more outcomes
Companies that use So Energy
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
So Energy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
So Energy partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Hometree FinancecorePartnership to offer solar panel installation financing through zero-deposit payment plans from £75/month over 5-25 years. Hometree provides all-inclusive cover including monitoring, maintenance, unlimited repairs, and replacement protection for the plan lifetime. So Energy handles installation through its expert engineering team. Partnership expanded from initial Home Cover collaboration launched in 2023.
- BFY GroupcoreEnergy consultants engaged to produce comprehensive fuel poverty report - the most comprehensive review in Great Britain since the energy crisis. Report launched in Parliament identifying 5.4m households in fuel poverty and proposing the Warm Homes Support Scheme. So Energy commissioned and publicly launched the report to influence government policy.
- Fullabrook Wind FarmcorePower Purchase Agreement (PPA) with 22-turbine wind farm in Devon generating enough renewable energy to power ~42,100 homes annually and saving over 180,000 tonnes of CO2 per year. Part of So Energy's subsidy-free renewables support.
- Mynydd y Betws Wind FarmcorePower Purchase Agreement (PPA) with 15-turbine wind farm in Wales generating enough renewable energy to power ~22,425 homes annually and offsetting over 94,000 tonnes of CO2. Supports revitalisation of former coal mining area.
- West Durham Wind FarmcorePower Purchase Agreement (PPA) with 12-turbine wind farm in County Durham generating enough renewable electricity to power ~15,300 homes annually, offsetting over 65,000 tonnes of CO2 (equivalent to removing 17,400+ cars from roads).
- Code First GirlsminorPartnership to encourage more women into tech roles. Four women from Code First Girls joined So Energy's business last year as part of diversity and inclusion initiatives.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
So Energy competitors and assessment
Company assessmentEmerging players
- Utilita Energy: UK challenger supplier focused on prepayment and smart-meter customers, with growing EV/solar propositions. Comparable to So Energy on digital-first switching, smart-tariff innovation and target customer mix.
- Ecotricity: UK green energy challenger supplying 100% renewable electricity and gas with its own wind and solar generation. Closely comparable to So Energy on renewable-led positioning, though smaller and with a different GTM.
- Good Energy: UK renewable-focused energy supplier and small-scale generator PPA buyer. Directly comparable to So Energy on green-only supply and supporting UK generators, though smaller scale and more distributed-generation focused.
Direct peers
- Octopus Energy: UK renewable-focused challenger energy supplier and So Energy's most direct competitor. Octopus serves millions of residential customers with smart tariffs (Agile, Go, Intelligent), EV, heat pump and solar offerings, mirroring So Energy's product breadth and digital-first model.
- OVO Energy: Large UK challenger energy supplier offering residential electricity and gas, EV, heat pump and solar propositions. Directly comparable in GTM (digital-led switching), product set and target customer to So Energy.
Broad incumbents
- British Gas: Incumbent UK Big Six supplier with the largest residential customer base. Overlaps with So Energy across electricity/gas supply, boiler cover, EV and solar, and competes head-to-head on price comparison sites.
- EDF Energy: UK arm of EDF Group and a Big Six incumbent supplying residential electricity and gas. Competes with So Energy on renewable tariffs and increasingly on EV/solar/heat pump propositions.
- E.ON Next: UK retail energy arm of E.ON, offering electricity, gas, solar, EV and home services. Direct overlap with So Energy's full-stack residential offering and competitive on price comparison platforms.
- Shell Energy Retail: UK residential energy and broadband arm of Shell, including EV, solar and home services. Compares to So Energy on renewable tariffs, EV charging tariffs and home upgrade bundles.
- ScottishPower: UK Big Six supplier owned by Iberdrola with strong renewable generation portfolio. Competes with So Energy on green tariffs, EV, solar and home services across UK residential customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
So Energy social profiles
Digital presenceSo Energy compliance and trust
Trust signalCompliance3 records
So Energy financial estimates
Financial estimateRevenue estimate
Valuation estimate
So Energy leadership team
Management profileNumber of profiles
Profiles9 records
So Energy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
So Energy 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 So Energy
What does So Energy do?
So Energy is a UK direct-to-consumer energy supplier providing 100% renewable electricity and gas to approximately 300,000 residential customers across England and Wales. It sells five distinct tariffs (So Fixed, So Green Tracker, So Flex, So EV, and the personalised So Unique), plus complementary home energy products including solar PV panels and batteries, EV chargers, heat pumps, smart meter installation, and Home Cover boiler protection.
Is So Energy a public or private company?
So Energy is a private company. It is classified as corporate owned and is currently operating.
When was So Energy founded?
So Energy was founded in 2015. It employs 1 to 10 people.
Where is So Energy based?
So Energy is headquartered in London, United Kingdom, in the Europe region.
How does So Energy make money?
Four revenue lines are on record. Energy Supply is the primary driver. The others are solar Installation, smart Meter Installation and EV Charger Sales.
Who are So Energy's main competitors?
Emerging players on record are Utilita Energy, Ecotricity and Good Energy. Direct peers are Octopus Energy and OVO Energy. Broad incumbents are British Gas, EDF Energy, E.ON Next, Shell Energy Retail and ScottishPower.
Does So Energy have an API?
No public API is recorded for So Energy.
What industry is So Energy in?
So Energy's product category is Residential Energy Supply. Its primary akta.pro industry code is EUAGABAE, Green/Carbon-Neutral Retail Supply (RECs/GoOs Bundled), with a secondary code of EUAGABAI, Retail Supply + DER/Virtual Power Plant Bundles (Solar, Storage, DR). Its NAICS code is 2211 and its SIC code is 4911.