What Astral Tech does

Astral Tech is a UK-headquartered, pure-cloud SaaS provider that builds the Astral Xperience platform, a modular suite of eight products (Astral JX, CX, CX+, BX, RX, MX, EDM and CDL) purpose-built for electricity, gas, renewable energy and water retailers and utilities. The platform covers the full customer engagement lifecycle from multi-lingual onboarding and broker quote-to-join, through residential and C&I self-service and CRM, to energy data management and a unified customer data layer, with pre-built connectors to multiple billing systems (eight deployed globally), Salesforce, Microsoft Dynamics and pricing engines (Firefly, Gorilla). Astral EDM ingests data from 15 sources at sub-hourly granularity and currently stores approximately 400 TWh of UK energy consumption data, applying AI for consumption forecasting and anomaly detection; Astral CDL sits on top of one or multiple billing systems to create a single source of truth.

The company serves primarily enterprise energy retailers, marketers, utilities and water suppliers, with stated penetration of over 15% of the UK gas and electricity market and 23% of the UK C&I market, alongside deployments across 40 US states and regional presence in the UK (London), US (Houston) and UAE (Dubai). Go-to-market is a direct, consultative enterprise field-sales motion supported by 'Request a Demo' CTAs and content marketing, with revenue coming from module-based subscription licensing of the SaaS platform; pricing is not publicly disclosed and is determined via direct engagement.

Following the November 2022 Itineris (UMAX/Dynamics 365) partnership and a 2023 productisation and rebrand as the Astral Xperience platform, Astral Tech was acquired by IMServ in April 2025; IMServ is itself backed by Bluewater private equity and provides UK metering and data services, with the stated objective of creating a unified energy data model covering meters, assets and customer interactions. Astral Tech continues to operate and sell its platform to clients in Europe and North America under the IMServ umbrella, with Jeremy Thomas remaining as CEO. The platform has reportedly handled over 2 million customer cases through Astral RX and over 1,500 brokers are registered on Astral BX.

Name

Astral Tech

Legal name

Astral Tech Ltd.

Website

https://astraltech.energy

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Astral Tech is a UK-based pure-cloud SaaS provider that builds the modular Astral Xperience platform covering CRM, customer experience, broker management, energy data management and a customer data layer for electricity, gas, renewable energy and water retailers and utilities.

Ownership category

akta.pro rank

Product category

Utility Customer Engagement Software

NAICS

Computer Systems Design Services (541512), Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)

SIC

Services-Computer Integrated Systems Design (7373), Services-Computer Programming Services (7371)

akta.pro primary industry

General-Purpose Compute (VMs & Bare Metal IaaS) (HDABAAAA)

Keywords

• Energy customer engagement
• Utility SaaS platform
• Energy data management
• Broker management software
• Utility digital transformation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscriptions: Astral Tech operates as a cloud-based SaaS provider offering its modular platform products to energy retailers, utilities, and water companies. Customers can license individual modules (e.g., Astral EDM as standalone or as part of a broader ecosystem) on a subscription basis. The platform is described as 'pure cloud' and customers can 'license Astral EDM as a standalone product or use it as a service as part of a broader technology eco-system.'

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Astral Tech provides the Astral Xperience Platform, a modular, pure-cloud SaaS solution purpose-built for energy retailers, utilities, and water suppliers. The platform comprises eight modules covering join journey building (Astral JX), customer experience for residential/SMB (Astral CX) and C&I (Astral CX+), broker experience (Astral BX), industry-specific CRM (Astral RX), marketing (Astral MX), AI-powered energy data management (Astral EDM), and a unified customer data layer (Astral CDL). It enables digital customer engagement, broker management, billing integration, and analytics across the energy value chain.

Product overview

Astral Tech offers the Astral Xperience Platform, a cloud-based SaaS solution for energy ecosystems comprising eight modular products. The platform includes: Astral JX (join experience journey builder), Astral CX (customer experience for residential/SMB), Astral CX+ (B2B/C&I customer experience), Astral BX (broker experience), Astral RX (CRM/relationship management), Astral MX (marketing), Astral EDM (energy data management with AI capabilities), and Astral CDL (customer data layer). The platform is designed for energy retailers, utilities, water companies, and brokers, providing end-to-end digital customer engagement capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Astral X: The Astral X-perience platform - a comprehensive cloud-based SaaS platform for energy ecosystem digital customer engagement, including CRM, customer experience, broker experience, energy data management and enterprise data layer.
• Astral JX
• Astral CX
• Astral CX+
• Astral BX
• Astral RX
• Astral MX
• Astral EDM
• Astral CDL

Products and services

• Astral Xperience Platform Comprehensive cloud-based SaaS platform providing energy retailers, utilities, and water companies with market-leading digital customer engagement, including CRM, customer experience, broker experience, energy data management, and an enterprise data layer across eight modular products.
• Astral JX Multi-lingual, multi-locale join experience journey builder enabling residential and business customer acquisitions through customizable enrollment journeys, credit checks, product management, and fraud prevention for energy retailers.
• Astral CX Market-leading end-to-end digital customer experience for energy retailers and utilities serving residential and small business segments with My Account, dashboards, analytics, and CRM integration capabilities.
• Astral CX+ B2B and C&I specific end-to-end digital journeys for customers of energy and water retailers and utilities, including trading, flex and forecasting, market data insights, and portfolio management.
• Astral BX End-to-end digital broker experience encompassing quote and join, customer management, and commissions, with over 1,500 brokers registered on the platform.
• Astral RX Industry-specific relationship management CRM tools for energy retailers and utilities with enrollment management, prospect management, queries, complaints, and SLA monitoring; over 2 million customer cases raised and resolved on the platform.
• Astral MX

Quantifiable outcome

• Serving 15%+ of the UK gas and electricity market and 23% of the UK C&I market
• +4 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability3 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• IMServcoreStrategic or Co-development Partner · 11 April 2025Astral Tech was acquired by IMServ, a leading UK provider of metering and data services backed by Bluewater private equity. The acquisition integrates Astral Tech's cloud-based SaaS solutions with IMServ's metering infrastructure to create a unified energy data model for UK energy suppliers and business customers. IMServ CEO Jo Cox described it as creating a 'data launchpad' for the wider energy sector. Astral Tech continues to offer its Astral X platform to clients in Europe and North America under the IMServ umbrella.
• ItineriscoreTechnology or Integration · 15 November 2022Astral Tech entered a commercial partnership with Itineris, a leading provider of UMAX CIS & CRM solutions for utilities built on Microsoft Dynamics 365. Under the partnership, Astral Tech's market-leading digital customer self-serve, data warehousing, analytics, CRM and power tools complement Itineris's UMAX platform. The combined solution is delivered as a service on Microsoft Azure cloud. Joint customers benefit from a single point of contact for product and support across both systems. Astral Tech's solution is fully integrated with UMAX.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Arcadia: Arcadia operates a clean-energy data platform that ingests interval utility data and enables customer-facing energy programs — overlapping with Astral EDM's energy-data ingestion and Astral CX's engagement surface for residential and SMB customers.
• Bidgely: Bidgely applies AI to utility smart-meter data for appliance-level disaggregation and customer engagement — overlapping with Astral EDM's AI-driven consumption analytics and Astral CX's personalised usage insights for residential customers.
• Vertex (VertexOne / Energy Services Suite): Vertex provides tax, billing, and customer information solutions for utilities, including the VertexOne CIS — overlapping with Astral CDL's role as a unified customer data layer integrated across multiple billing systems.

Direct peers

• Kraken Technologies: Kraken is a deep-vertical SaaS platform for energy retailers, originally built for Octopus Energy and now licensed to utilities globally, directly competing with Astral Tech on customer experience, onboarding, billing integration, and energy data.
• EnergyHub: EnergyHub provides utility customer engagement, DERMS, and demand-response platforms serving residential and C&I customers of energy retailers — overlapping with Astral's CX/CX+/MX modules around customer programs and behavioural energy data.
• Itineris: Itineris provides UMAX, a CIS and CRM solution built on Microsoft Dynamics 365 for utilities and is a stated commercial partner of Astral Tech, with overlapping customer engagement, CRM, and analytics functionality targeting the same utilities buyer.
• Uplight: Uplight sells customer engagement, energy efficiency, and demand-response software to utilities and energy retailers, overlapping with Astral CX/CX+ for residential and C&I customer journeys, marketing, and program-driven engagement.

Broad incumbents

• Oracle Utilities: Oracle Utilities (including the Opower customer engagement platform) offers end-to-end CIS, CRM, and customer engagement solutions for water and energy utilities worldwide — overlapping with Astral Tech's CX, RX, and CDL capabilities.
• Salesforce (Energy & Utilities Cloud): Salesforce's Industry Clouds serve utilities with CRM, customer engagement, and marketing automation at horizontal scale; it is also an integration partner of Astral Tech, but competes at the enterprise CX layer where Astral Xperience competes.
• Microsoft (Dynamics 365 Customer Service): Microsoft Dynamics 365 underpins utility CRM deployments and is both an integration partner and competitive CRM platform for energy retailers evaluating Astral RX and CX modules.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/astral-tech-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Astral Tech