What Flexitricity does

Flexitricity is a Great Britain-based demand response and flexible energy optimisation company founded in 2004 by Dr Alastair Martin, headquartered in Edinburgh with a secondary office in Warrington. It operates the country's first and largest demand response portfolio, managing a virtual power plant that exceeded 1GW of connected capacity in 2024 and serves industrial and commercial businesses, battery energy storage operators, renewable co-location sites, and domestic platform operators across multiple GB energy markets. The company was acquired by Drax Group plc in April 2026 for £36 million and now operates as a wholly-owned subsidiary, having previously been owned by Alpiq (from 2014) and Quinbrook Infrastructure Partners (which merged it with Velox Power in 2022).

The core product is an AI-driven proprietary optimisation stack combining VOLT (a machine-learning and mixed-integer linear programming suite for market forecasting and revenue stacking) and FAST (an automated trading system with direct API interfaces to N2EX, EPEX, IDA and M7 exchanges). This stack sits alongside a 24/7 human-staffed Control Room in Edinburgh that manages real-time dispatch of flexible energy assets across all major GB revenue streams, including day-ahead and intraday energy trading, the Balancing Mechanism (as a licensed Virtual Lead Party), Dynamic Containment/Moderation/Regulation, Static Firm Frequency Response, Reserve Services, the Capacity Market, Local Constraint Market, Demand Flexibility Service, DNO Flexibility Services, NIV Chasing and Cost Avoidance (Triad management). Supporting infrastructure includes on-site outstations and an API-based integration layer, plus a self-service Customer Portal and the FlexGO sub-brand targeting smaller I&C and domestic flexibility assets.

The business model is primarily a managed-services and route-to-market proposition: most revenue and margin is generated from optimisation, trading, balancing and ancillary services delivered to asset owners and operators under bespoke multi-year contracts, supplemented by licensed energy supply to non-domestic customers and asset-management fees payable to the Drax parent following the 2026 acquisition. Pricing is quote-based and not publicly disclosed. Go-to-market is enterprise field sales with dedicated account managers, deep technical integration with customer assets, and regulatory engagement with NESO, Elexon, Ofgem and industry bodies such as the Association for Decentralised Energy and Flex Assure.

Name

Flexitricity

Legal name

Flexitricity Limited

Website

https://flexitricity.com

Company type

Private

Founded year

2004

Operating status

Acquired

Headcount range

51–100 employees

Short description

Flexitricity is a GB demand-response and flexible energy optimisation company operating a 1GW+ virtual power plant, using proprietary AI-driven VOLT and FAST platforms to maximise revenue for industrial, commercial and battery storage customers across all major UK energy markets.

Ownership category

akta.pro rank

Product category

Flexible Energy Optimization and Demand Response

NAICS

Electric Power Generation, Transmission and Distribution (2211)

SIC

Electric & Other Services Combined (4931)

akta.pro primary industry

Energy Trading & Portfolio Optimization for Flexible Assets (Retailer/GenCo/IPP) (EUAFAKAL)

akta.pro secondary industries

Ancillary Services Aggregation & Bidding Optimization (DER/VPP participation) (EUAFALAJ), Balancing & Imbalance Markets / Real-Time Balancing Energy (EUAFALAH), Capacity Markets & Resource Adequacy (ICAP/UCAP, CRM) (EUAFALAC), Balancing, Ancillary Services & Flexibility Trading (Reserves, Regulation, Capacity) (EUAMAMAC), Renewable Portfolio Optimization & Dispatch (Multi-Asset Scheduling, Curtailment Minimization) (EUAMAMAF), Residential DER Aggregation & VPPs (Solar+Storage, Smart Home, Community) (EUAFAHAA)

Keywords

• Demand response services
• Flexible energy optimization
• Battery storage optimization
• Virtual power plant
• Energy market access

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Energy Supply Services: Flexitricity acts as an energy supplier to non-domestic generation and storage assets, providing a fully integrated service covering energy supply alongside optimisation. Revenue comes from selling electricity and gas, with a small proportion in margin/EBIT terms.
2. Optimisation and Route-to-Market Services: Core business delivering optimisation and route-to-market services for flexible energy assets. Provides end-to-end management from service and trade execution to settlement. Most of Flexitricity's margin and revenue comes from delivery of 'other services' including wholesale trading, balancing mechanism, ancillary services, and participation in the capacity market.
3. Asset Management Fees: AI-enabled asset management capabilities provided to Drax for managing flexible generation and storage assets, representing a new revenue stream following the acquisition.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Flexitricity provides AI-driven optimization and route-to-market services for flexible energy assets (from 7kW to over 50MW) across Great Britain. The company operates a virtual power plant exceeding 1GW that combines proprietary machine learning platforms (VOLT and FAST) with 24/7 human oversight to maximize revenue across wholesale trading, balancing mechanism, frequency response, capacity market, and ancillary services for battery storage operators, industrial/commercial businesses, renewable generators, and platform operators.

Product overview

Flexitricity operates as a flexible energy optimisation and route-to-market provider, operating a virtual power plant exceeding 1GW that manages flexible energy assets (from 7kW to over 50MW) across all major GB energy markets. The company's core offering is its proprietary AI-driven optimisation platform, which combines machine learning, advanced algorithms, and the expertise of its 24/7 Edinburgh-based Control Room to deliver market-leading performance. The platform stack comprises two key proprietary systems: VOLT (Value Optimisation for Live Trading), a machine learning suite generating volume and price recommendations for day-ahead and intraday markets; and FAST (Flexitricity Automated System for Trading), an automated trading system integrated with EPEX, Nordpool, IDA, N2EX, and M7 exchanges. On top of the optimisation engine, Flexitricity offers market access across Energy Trading (day-ahead, intraday, OTC), Balancing Mechanism, Frequency Response (Dynamic Containment/Moderation/Regulation, Static FFR), Reserve Services (STOR, Balancing Reserve, Quick Reserve, Slow Reserve), NIV Chasing, Capacity Market, DNO Flexibility Services, Demand Flexibility Service, Cost Avoidance (Triad management), and Local Constraint Market. The company also provides a FlexGO sub-brand for I&C and domestic demand flexibility, energy supply services as a licensed supplier, infrastructure/outstation hardware and API connectivity, and a self-service Customer Portal.

Differentiator

Problem solved

Functional benefit

Brands

• FlexGO: A brand by Flexitricity designed specifically for industrial and commercial businesses and companies supporting low carbon technology in GB homes to unlock value from energy flexibility.

Products and services

• Asset Optimisation Core proprietary platform optimizing a wide range of flexible energy assets (from 7kW to over 50MW) across all markets and services, combining team expertise with AI, data insights, machine learning, and advanced automation to deliver market-leading performance to over 1GW of connected virtual power plant capacity.
• Battery Energy Storage Systems (BESS) Optimisation Energy storage optimization service maximizing returns from battery assets through proprietary AI-driven algorithms and automated systems that dynamically manage assets across wholesale markets, balancing mechanism, reserve services, frequency response, NIV-chasing, DSO services, restoration services, and capacity market.
• Co-location Optimization Optimization services for BESS co-located with renewable energy generators (particularly solar farms), dynamically managing the interaction between the battery and solar generation, considering cycle count, depth of discharge, temperature, degradation costs, grid constraints, market opportunities, and solar PPAs.
• Demand Side Response (DSR) Pioneered DSR service enabling businesses with behind-the-meter energy assets to unlock revenue streams while contributing to grid stability, managing all aspects from initial surveys and asset integration to schedule execution, reporting, billing, and account management for both industrial/commercial and domestic segments.
• VOLT (Value Optimisation for Live Trading) Proprietary machine learning suite and optimisation algorithms purpose-built to maximise revenue across wholesale markets and ancillary services, generating precise volume and price recommendations for day-ahead auctions and continuously re-optimising positions throughout the day using mixed-integer linear programming, integrated with FAST for seamless trade execution.
• FAST (Flexitricity Automated System for Trading) Advanced automated trading system fully integrated with VOLT, capturing, executing, and optimising all trading actions in real time while managing risk, providing real-time visualisation of each asset's position, direct API interfaces with N2EX, EPEX, IDA, and M7 exchanges, and automated dispatch into the 24/7 Control Room.
• 24/7 Control Room Service Round-the-clock operations hub based in Edinburgh managing assets across the UK, providing continuous remote monitoring, direct interfaces with NESO, automated dispatch of energy assets, and real-time performance management, combining human expertise with automated systems.
• Outstations and Software On-site outstation hardware and API connectivity providing reliable communication, metering, and data capture for seamless integration and real-time dispatch across Britain, featuring multiple communication channels (mobile networks and fixed lines) for resilient connectivity.
• Energy Supply Fully integrated electricity and gas supply service to non-domestic customers, combining energy supply and flexibility services under a single contract as a licensed energy supplier and Virtual Lead Party.
• FlexGO New sub-brand venture by Flexitricity targeting industrial and commercial businesses and companies supporting low carbon technology in GB homes, providing a smarter way to unlock new revenue from energy flexibility without disrupting daily operations.

Quantifiable outcome

• 100% Triad record maintained since 2008
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability6 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• ProtiumminorStrategic or Co-development PartnerCollaboration through the UK government's capacity market auction process. Flexitricity supported Protium's green hydrogen facility (Pioneer 2) participation in the first-ever 15-year Demand Side Response Capacity Agreement.
• Gresham HouseminorStrategic or Co-development PartnerPartnership to optimise revenue for 50MW Thurcroft battery storage site, thought to be the biggest in Europe as of May 2020. This was a key battery optimisation partnership established in 2020.
• Gore Street CapitalminorStrategic or Co-development PartnerCustomer relationship for battery storage optimisation services. Gore Street Capital testimonial highlights Flexitricity's deep understanding around battery storage which has facilitated optimisation of revenue opportunities.
• National Grid ESO (NESO)coreTechnology or IntegrationOperational partnership for grid services. Flexitricity maintains direct interfaces with NESO for real-time coordination of services and market participation. Works with NESO to shape evolving services like Slow Reserve.
• ElexoncoreTechnology or IntegrationOperational partnership for Balancing Mechanism participation. Flexitricity is a licensed Virtual Lead Party enabling full management of participation in the Balancing Mechanism.
• Flex AssurecoreStrategic or Co-development PartnerFounding member of the Flex Assure scheme which sets industry standards for best practices in data protection and cyber security. Successfully passed the first-ever Flex Assure audit in 2021.
• Association for Decentralised EnergycoreStrategic or Co-development PartnerTrade body membership. Flexitricity engages in critical code modifications through this trade body. The ESG section references collaboration on energy transition discussions.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat6 records

Customer concentration

• Xx.com/flexitricity
• Facebookfacebook.com/flex.itricity
• LinkedInlinkedin.com/company/flexitricity

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Flexitricity