EnergyFlex

What EnergyFlex does

EnergyFlex (legal entity: Energy Flex Pty Ltd, ABN 95 648 480 166) is an Australian-made, veteran-owned software company founded in 2021 and headquartered in Brisbane, Queensland. It operates a cloud-based mobile and web energy wellness application that connects to household smart meters through Australia's Consumer Data Right (CDR) framework via Adatree, reaching 35+ collaborating retailers. The platform delivers a proprietary 0-5 renewable energy alignment score (the EnergyFlex Rating), personalized usage insights, behavioral nudging validated with Harvard University's STAR Labs, an independent comparison tool across 16,000+ electricity retail plans, a Scope 2 and 3 emissions calculator, and a user-controlled third-party data-sharing service for electricians, solar installers, insurers, and lenders.

The company's product portfolio spans six core modules (Rating, Insights, Behaviours, Hub, Plan Comparison, Groups, Data Sharing) packaged into four subscription tiers: a free tier, Essentials at $5 per user per month, Advanced/Groups at $16 per user per month, and custom-priced Enterprise contracts for 1,000+ members. Distribution is hybrid: self-serve freemium through iOS/Android app stores and web for consumers, plus direct sales and B2B channel partnerships (including CommBank Yello for Business) for employer benefit programs and community organizations. Reported user engagement reaches 25,000+ app downloads.

The business model combines subscription recurring revenue, add-on fees (custom group advertising, sponsored actions, data-sharing API), and a $10-per-referral affiliate program. Customer segments include individual Australian households (primary), employers and community organizations via the Groups product, and service providers consuming consented third-party data. EnergyFlex is B Corp certified, award-winning (2024 Residential PropTech of the Year, 2024 Smart Biosphere Award), and serves the Australian market exclusively.

Name

EnergyFlex

Legal name

Energy Flex Pty Ltd

Website

https://energyflex.com.au

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

EnergyFlex is an Australian energy wellness platform that uses Consumer Data Right integrations with 35+ retailers to help households cut electricity bills through smart meter analytics, behavioural nudging, and plan comparison, serving consumers, employers, and community groups via a freemium subscription model.

Ownership category

akta.pro rank

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue (Individual): Freemium model with three subscription tiers for individual users. Free tier provides basic rating and insights. Essentials ($5/month or $50/year) adds plan comparison. The company generates recurring subscription revenue from users who upgrade for advanced features.
2. Subscription Revenue (Groups/Business): Groups subscription at $16/user/month ($176/year) for organizations managing employee or community energy programs. Includes group reporting, custom rewards, emissions calculation, and data sharing capabilities. Enterprise tier for 1000+ members at custom pricing with premium support.
3. Add-On Features Revenue: Additional paid add-ons sold separately including Custom Group Advertising, Sponsored Actions, Tailored Rewards, Group Reporting API, and User Controlled Data Sharing functionality. Contact sales for customized packaged subscriptions.
4. Referral Program: $10 reward per successful referral when existing users refer friends who sign up. Incentivizes user acquisition through the existing user base.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

EnergyFlex is a cloud-based mobile and web application that connects to Australian household smart meters via the Consumer Data Right (CDR) framework to deliver personalized energy insights, a proprietary 0-5 renewable energy alignment rating (EnergyFlex Rating), and actionable behavioural nudges. The platform also provides independent comparison of 16,000+ electricity retail plans and group-based sustainability programs for employers, councils, schools, and community organizations.

Product overview

EnergyFlex is a mobile-first energy wellness platform (app-based) with a modular architecture. The core offering consists of the EnergyFlex App which serves as the primary user interface, paired with the EnergyFlex Rating (world's first renewable energy rating 0-5), EnergyFlex Insights (personalized usage analytics), EnergyFlex Behaviours (behavioral nudging), and EnergyFlex Hub (learning/rewards/community centre). Add-on modules include Plan Comparison (16,000+ plan comparison), EnergyFlex Groups (enterprise community management), and Data Sharing (third-party data access). Subscription tiers span Free, Essentials ($5/mo), Advanced/Groups ($16/mo), and Enterprise (custom pricing). The platform differentiates through Consumer Data Right integration with 35+ energy retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• EnergyFlex App Free mobile and web application (iOS and Android) that connects to users' smart electricity meters via Australia's Consumer Data Right to deliver personalized energy insights, the EnergyFlex Rating, and money-saving recommendations. Used by 25,000+ Australian households to reduce energy bills and carbon emissions.
• EnergyFlex Rating Proprietary 0-5 renewable energy alignment rating that measures how well a household's electricity consumption aligns with renewable energy availability on the grid. Higher ratings indicate lower bills and lower emissions. Works for renters and homeowners with or without solar, requiring no additional hardware beyond a smart meter.
• EnergyFlex Insights Personalized energy analytics module that transforms smart meter data into clear, actionable insights about when, where, and how electricity is used. Identifies costly consumption habits, surfaces peak usage hours, and delivers daily tips to reduce bills and carbon footprint.
• EnergyFlex Behaviours Guided behaviour change program that uses personalized nudges, challenges, and peer comparisons to help users build sustainable energy habits. Backed by a research partnership with Harvard University's STAR Labs to apply evidence-based energy behaviour science.
• EnergyFlex Hub Centralized personalized command centre that brings together EnergyFlex Academy (learning resources), rewards redemption via digital gift cards (iGoDirect partnership), a Benefits Finder for government and industry grants, green loan comparison tools, and community group challenges.
• Plan Comparison Independent electricity plan comparison tool that analyses 16,000+ Australian retail plans daily and matches users with optimal plans based on their actual smart meter usage patterns. The platform never accepts payments from retailers to rank plans higher, ensuring unbiased recommendations. Available via Essentials subscription.
• EnergyFlex Groups Enterprise and community solution that enables organizations (employers, councils, schools, community groups) to create groups for employees or members. Includes group reporting analytics, custom rewards and promotions, targeted messaging, sponsored actions, Scope 2 and 3 emissions calculation, and third-party data sharing. Available via Groups subscription.
• Energy Data Sharing (Manage Me) Australia's first consent-based energy data sharing service that enables users to share their household energy data with trusted third-party providers (electricians, solar installers, insurers, lenders) to receive proactive personalized services, right-sized upgrades, and tailored offers. Built on the CDR framework with full user control and transparency. Available via Groups subscription.

Quantifiable outcome

• Average electricity savings of $700 per year per household
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability4 records

Feature7 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• iGoDirect GroupflagshipStrategic or Co-development Partner · 1 August 2025Partnership to launch Australia's first energy-based digital gift card rewards program. iGoDirect Group, a specialist in digital gift card solutions, enables EnergyFlex to offer reward redemption at major Australian retailers through the platform's Hub functionality.
• CommBank (Commonwealth Bank)flagshipGTM or Marketing Partner · 1 July 2025Deepened relationship with CommBank through the CommBank Yello for Business Offer, enabling EnergyFlex to reach Commonwealth Bank business customers as part of their employee benefits ecosystem.
• Harvard University (STAR Labs)coreStrategic or Co-development PartnerEnergyFlex partners with Harvard University's STAR Labs to advance cutting-edge research and real-world applications in energy behaviour, smart data, and climate resilience. This collaboration brings world-class science and local innovation together, empowering households to act smarter, adapt faster, and accelerate the clean energy transition.
• Adatree Pty LtdcoreTechnology or IntegrationAdatree acts as the Accredited Data Recipient under the CDR regime, facilitating the secure sharing of energy consumption data from retailers to EnergyFlex. They obtain Consumer Disclosure Consent and disclose CDR data to nominated accounts. EnergyFlex is not CDR accredited itself; it receives data through Adatree's authorized infrastructure.
• Australian Energy Retailers (35+)coreTechnology or IntegrationOver 35 energy retailers collaborate with EnergyFlex, enabling access to smart meter data through the CDR ecosystem. Retailers include major providers (Origin, AGL, Energy Australia) and numerous regional suppliers. The logos section shows retailer partnerships supporting data sharing capabilities.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AGL Energy: Largest Australian energy retailer with deep smart meter data assets and growing digital customer tools. Comparable as an incumbent that could either partner with or compete against EnergyFlex in consumer energy apps.
• Origin Energy: Major Australian integrated energy retailer with extensive smart meter and digital capabilities. Comparable as an incumbent whose customer base and data assets overlap with EnergyFlex's CDR-sourced insights.

Emerging players

• Ev.energy: UK smart EV charging platform that optimises charging times for renewable energy and grid flexibility. Overlaps with EnergyFlex's timing and renewable alignment algorithms in the residential energy + EV charging adjacency.
• Power Ledger: Australian energy technology company focused on distributed energy resources, peer-to-peer trading, and renewable energy tracking. Overlaps with EnergyFlex's renewable alignment and consumer-facing energy data capabilities.

Direct peers

• Tibber: Nordic energy retailer that pairs a digital storefront with smart consumption insights and EV/home battery integration. Comparable in combining energy retail, smart insights, and behaviour-driven optimisation for connected households.
• OhmConnect: US-based behavioural energy app that pays users to reduce electricity use during peak demand events. Directly comparable in the consumer energy behaviour-change model, gamification, and data-driven recommendations.
• Loop: UK consumer smart meter app that helps households reduce energy use and switch tariffs using real-time data. Comparable in the PLG smart meter app model, switching integration, and behaviour nudging.
• Selectra: International energy comparison and switching service with an Australian operation. Comparable in the energy plan comparison and switching proposition aimed at residential customers.
• Solar Analytics: Australian energy analytics platform that monitors solar and household consumption data to deliver personalised insights and savings recommendations. Closely comparable in smart-meter-driven consumer insights and behaviour change focus within the same Australian market.
• iSelect: Long-established Australian comparison platform for energy, broadband, and insurance plans. Directly comparable as an Australian energy plan comparison destination with switching capability, though broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/energyflex.au
• LinkedInlinkedin.com/company/energy-flex-ltd
• Instagraminstagram.com/energyflex.au

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 EnergyFlex