GEE Energy
GEE Energy is an AER-licensed Australian electricity retailer serving residential and business customers across Victoria, Queensland, South Australia, and New South Wales, offering electricity plans, solar and battery installations, and a Virtual Power Plant program.
- Company typePrivate
- Founded2017
- HeadquartersDerrimut, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What GEE Energy does
GEE Energy (legal entity: GEE Power and Gas Pty Ltd, ABN 42 636 908 220) is an Australian vertically integrated energy retailer and solar installer headquartered in Southbank, Victoria, with a service centre in Brisbane. The company holds Australian Energy Regulator authorization to retail electricity and gas in the National Electricity Market and currently sells electricity across Victoria, Queensland, South Australia, and New South Wales to both residential and business customers. The company began as a solar PV installer and reports having installed 50MW of solar across more than 3,000 Australian businesses before transitioning into retail electricity.
The company's product stack layers four primary revenue streams: (1) commodity electricity retail under plans such as GEE Smart Saver (priced ~7% below Default Market Offer) and GEE Smart Value (~10% below DMO) on monthly subscription billing; (2) one-time solar PV and battery storage system sales and installation, including commercial solar and add-on rebates advisory; (3) VPP services under the GEE VPP program, which aggregates customer-owned solar and battery assets (with hardware compatibility across NeoVolt, Alpha Ess, Rowatt, FoxESS, Sungrow, and Solis) and compensates customers via feed-in tariffs of $0.03–$0.15/kWh depending on event type; and (4) sustainability services for business customers including GreenPower accredited plans, carbon offsets, energy efficiency audits, and sustainability reporting. Pricing is transparent with no lock-in contracts, and customers self-serve through a MyAccount portal and iOS/Android mobile application enabling real-time monitoring of production, storage, and home energy use.
Commercially, GEE runs a sales-led, multi-channel go-to-market combining direct online signup, inside sales via a 1300 phone number, and digital self-service. Headcount is reported at 11–50 employees, and the company is privately held with 100% Australian ownership, no disclosed institutional funding, no disclosed subsidiaries, and no M&A history. The website notes elevated VPP enquiry volume, indicating demand-side momentum in that product line, while Natural Gas services are flagged as "coming soon" to round out a dual-fuel retail proposition.
GEE Energy firmographics
Firmographics- Name
- GEE Energy
- Legal name
- GEE Power and Gas Pty Ltd
- Website
- https://gee.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GEE Energy is an AER-licensed Australian electricity retailer serving residential and business customers across Victoria, Queensland, South Australia, and New South Wales, offering electricity plans, solar and battery installations, and a Virtual Power Plant program.
- Ownership category
- akta.pro rank
GEE Energy industry classification
Industry- Product category
- Retail Electricity and Energy Services
- NAICS
- Electric Power Generation, Transmission and Distribution (2211)
- SIC
- Cogeneration Services & Small Power Producers (4991)
- akta.pro primary industry
- Retail Supply + DER/Virtual Power Plant Bundles (Solar, Storage, DR) (EUAGABAI)
- akta.pro secondary industry
- Solar Project Development & IPP (Utility-Scale & Rooftop) (EUAMABAA)
Keywords
Where GEE Energy is headquartered
LocationHeadquarters
- HQ city
- Derrimut
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
GEE Energy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Electricity Retail: Sale of electricity to residential and business customers under standard and market retail contracts. Revenue generated through usage charges (measured in kWh), daily supply charges, and various tariff structures including time-of-use, flat rate, controlled load, and demand tariffs.
- Solar PV Installation and Sales: Installation and sale of solar photovoltaic systems to residential and commercial customers. Company has installed 50MW of solar across over 3,000 Australian businesses.
- Battery Storage Solutions: Sale and installation of battery storage systems, either standalone or integrated with solar installations, supporting smart energy management and VPP participation.
- Virtual Power Plant Services: VPP program participation revenue through Feed-in Tariffs (FIT) for exported battery energy, event-based rewards, and orchestration charges. Customers receive premium FIT rates for grid dispatch during high demand periods.
- Green Energy Plans and Carbon Offsets: GreenPower accredited electricity plans and carbon offset options for customers seeking sustainable energy solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | GEE Smart Saver - Basic residential electricity plan with competitive fixed rates |
| Subscription | Monthly | GEE Smart Value - Residential plan with everyday value and additional perks |
| Usage-based | Monthly | GEE Solar - Solar power plan with feed-in tariff |
| Hybrid | Monthly | GEE VPP - Virtual Power Plant program with battery integration |
| Subscription | Monthly | Business electricity plans - Tailored plans for small, medium, and large businesses |
| Subscription | Monthly | Green Energy Plans - Sustainable energy options for businesses |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
GEE Energy product offering
Product offeringCore offering
GEE Energy is an Australian electricity retailer that retails electricity to residential and business customers across Victoria, Queensland, South Australia, and New South Wales. The company installs solar PV systems and battery storage hardware, and operates a Virtual Power Plant (VPP) platform that aggregates customer-owned solar and battery assets to support the electricity grid in exchange for feed-in tariff credits and event-based rewards.
Product overview
GEE Energy is an Australian electricity retailer offering a comprehensive energy platform combining traditional electricity retailing with modern smart energy management. The core product portfolio includes residential electricity plans (GEE Smart Saver, GEE Smart Value), solar power solutions (GEE Solar), and a Virtual Power Plant program (GEE VPP) with compatible battery storage options. For business customers, offerings include tailored business energy plans, green energy options, commercial solar systems, and sustainability services including carbon offset options, energy efficiency audits, and sustainability reporting. The platform is augmented by a mobile application providing real-time energy monitoring, bill management capabilities, and VPP participation features. The company operates across NSW, VIC, QLD, and SA with additional support for Natural Gas services.
Differentiator
Problem solved
Functional benefit
Products and services
- GEE Smart Saver
- GEE Smart Value
- GEE Solar
- GEE VPP (Virtual Power Plant)
- Smart Batteries
- Business Energy Plans
- Green Energy Plans
- Commercial Solar Systems
- Carbon Offset Options
- Energy Efficiency Audits
- Sustainability Reporting
- Natural Gas Services
Quantifiable outcome
- Save up to 10% compared to Default Market Offer on typical residential usage
- +2 more outcomes
Companies that use GEE Energy
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
GEE Energy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature3 records
GEE Energy partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- NeoVoltcoreBattery compatibility partner for GEE Energy's VPP program. NeoVolt batteries are certified as compatible with GEE's Virtual Power Plant platform, allowing customers to participate in grid support programs.
- Alpha EsscoreBattery compatibility partner for GEE Energy's VPP program. Alpha Ess batteries integrate with GEE's VPP platform for smart energy management and grid support participation.
- RowattcoreBattery compatibility partner for GEE Energy's VPP program. Rowatt batteries are supported for VPP integration.
- FoxESScoreBattery compatibility partner for GEE Energy's VPP program. FoxESS batteries certified for VPP platform integration.
- SungrowcoreBattery compatibility partner for GEE Energy's VPP program. Sungrow products integrate with GEE's smart energy platform.
- SoliscoreBattery compatibility partner for GEE Energy's VPP program. Solis inverter/battery systems supported for VPP participation.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
GEE Energy competitors and assessment
Company assessmentDirect peers
- Amber Electric: Australian retail energy challenger focused on smart battery integration and wholesale-price-pass-through retail plans. Directly comparable to GEE: similar customer base (residential solar/battery adopters), VPP-aligned value proposition, and small-team operating model competing against incumbents in NEM.
- Reposit Power: Australian Virtual Power Plant operator that aggregates distributed batteries and solar for FCAS and wholesale market services. Closest direct analogue to GEE's VPP business; comparable hardware-agnostic aggregation model and recurring event-based revenue structure.
- Powershop (Shell Energy): Smaller-scale Australian electricity and gas retailer positioned as a digital-first challenger. Comparable to GEE in targeting cost-conscious switchers with a digital GTM and competing against the Big Three on price and transparency.
- Tesla Energy (Powerwall VPP): Tesla's Australian energy business sells Powerwall batteries and operates VPP programs that aggregate customer batteries for grid services. Comparable to GEE on VPP aggregation model and battery-led value proposition, though with much larger scale and balance sheet.
- Solar Choice: Australian solar installation marketplace and broker connecting businesses and homeowners with installers. Comparable to GEE's commercial solar installation arm; relevant competitive signal on lead-generation dynamics in the Australian C&I solar market.
Broad incumbents
- AGL Energy: Australia's largest energy retailer and generator with multi-state retail presence. Comparable as a multi-state electricity retailer; broader incumbent with generation, retail, and emerging VPP ambitions that compete head-to-head with GEE in VIC/QLD/SA/NSW.
- Origin Energy: Major Australian integrated energy retailer with residential and business customers across NEM states. Comparable as a multi-state retail competitor and emerging VPP operator; broader incumbent with greater brand recognition and balance sheet than GEE.
- EnergyAustralia: One of Australia's 'Big Three' energy retailers with multi-state residential and business electricity supply. Comparable to GEE on multi-state retail presence and customer segments; broader incumbent offering generation, retail, and VPP services.
Emerging players
- Enphase Energy: Microinverter and battery manufacturer whose IQ Battery platform participates in Australian VPP programs. Comparable to GEE's battery integration partners (GEE supports Enphase-adjacent inverters); relevant as both a potential partner and a competing aggregation route for end customers.
Others
- Sungrow Australia: Major inverter and battery supplier in Australia and one of GEE's named VPP-compatible hardware partners. Comparable as a battery/hardware ecosystem enabler whose products underpin GEE's VPP offering; also an adjacent player customers may compare against.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
GEE Energy social profiles
Digital presenceGEE Energy compliance and trust
Trust signalCompliance4 records
GEE Energy financial estimates
Financial estimateRevenue estimate
Valuation estimate
GEE Energy leadership team
Management profileNumber of profiles
GEE Energy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GEE 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 GEE Energy
What does GEE Energy do?
GEE Energy is an Australian electricity retailer that retails electricity to residential and business customers across Victoria, Queensland, South Australia, and New South Wales. The company installs solar PV systems and battery storage hardware, and operates a Virtual Power Plant (VPP) platform that aggregates customer-owned solar and battery assets to support the electricity grid in exchange for feed-in tariff credits and event-based rewards.
Is GEE Energy a public or private company?
GEE Energy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GEE Energy founded?
GEE Energy was founded in 2017. It employs 11 to 50 people.
Where is GEE Energy based?
GEE Energy is headquartered in Derrimut, Australia, in the Oceania region.
How does GEE Energy make money?
Five revenue lines are on record. Electricity Retail is the primary driver. The others are solar PV Installation and Sales, battery Storage Solutions, virtual Power Plant Services and green Energy Plans and Carbon Offsets.
Who are GEE Energy's main competitors?
Direct peers on record are Amber Electric, Reposit Power, Powershop (Shell Energy), Tesla Energy (Powerwall VPP) and Solar Choice. Broad incumbents are AGL Energy, Origin Energy and EnergyAustralia. Enphase Energy is listed as an emerging player. Sungrow Australia is listed as an others.
Does GEE Energy have an API?
No public API is recorded for GEE Energy.
What industry is GEE Energy in?
GEE Energy's product category is Retail Electricity and Energy Services. Its primary akta.pro industry code is EUAGABAI, Retail Supply + DER/Virtual Power Plant Bundles (Solar, Storage, DR), with a secondary code of EUAMABAA, Solar Project Development & IPP (Utility-Scale & Rooftop). Its NAICS code is 2211 and its SIC code is 4991.