Electricity Wizard
Electricity Wizard is a privately held Australian energy comparison marketplace, founded in 2009, that enables residential and business customers across five states to compare and switch electricity and gas plans from a panel of major retailers, monetizing via referral commissions.
- Company typePrivate
- Founded2009
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Electricity Wizard does
Electricity Wizard Pty Ltd is a privately held Australian energy comparison marketplace founded in 2009 and headquartered in Melbourne. The company operates a free, web-based platform that enables residential and business customers to compare electricity and gas plans from a panel of Preferred Partner retailers including AGL, Origin Energy, Alinta Energy, Momentum Energy, ActewAGL, BlueNRG, and Lumo Energy, with coverage in New South Wales, Victoria, Queensland, South Australia, and the Australian Capital Territory. Customers access the service either through a self-serve postcode lookup or by uploading their energy bill at compare.electricitywizard.com.au; the company also provides phone-based assistance via a call center (1300 359 779) and publishes educational content through an energy blog.
The underlying technology is a marketplace aggregator with a comparison engine that calculates discounts and rates to estimate dollar savings, supplemented by Basic Plan Information Document (BPID) and Victorian Energy Fact Sheet search tools. The platform does not expose a public or partner-facing API, and there is no mobile application. Distribution is digital-direct, supplemented by organic content marketing, social media presence across Instagram, LinkedIn, Facebook, and Twitter, and Trustpilot-driven social proof, with over 2.3 million Australians served cumulatively and 9,500-10,000+ five-star reviews cited.
The business model is commission-based: the service is free to consumers and Electricity Wizard earns affiliate referral commissions from Preferred Partner retailers when customers switch, plus optional referral to non-affiliated suppliers when the partner panel cannot serve a customer. The company operates with a lean team of 1-10 employees, has no disclosed external funding, no parent company, and is led by CEO Alan Belkin. Revenue and switch-volume figures are not publicly disclosed.
Electricity Wizard firmographics
Firmographics- Name
- Electricity Wizard
- Legal name
- Electricity Wizard Pty Ltd
- Website
- https://electricitywizard.com.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Electricity Wizard is a privately held Australian energy comparison marketplace, founded in 2009, that enables residential and business customers across five states to compare and switch electricity and gas plans from a panel of major retailers, monetizing via referral commissions.
- Ownership category
- akta.pro rank
Electricity Wizard industry classification
Industry- Product category
- Energy Comparison Services
- akta.pro primary industry
- Auto-Switching & Price Comparison Platforms (EUAGAEAD)
- akta.pro secondary industries
- Energy Supplier Partner Networks / White-Label Brokerage Programs (EUAGAEAK), Bill Auditing, Tariff Analysis & Utility Cost Optimization (EUAGAEAF)
Keywords
Where Electricity Wizard is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Electricity Wizard business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Commission from Preferred Partners: Electricity Wizard receives commission from Preferred Partners (energy retailers) when customers accept the service to switch their electricity supply to a Preferred Partner. The commission is independent of and has no effect on the terms of the customer's contract with the Preferred Partner. This is the primary revenue stream as the service is free to customers.
- Referral to Non-Affiliated Suppliers: If Electricity Wizard cannot assist customers through its Preferred Partners, it may recommend non-affiliated third-party electricity suppliers. However, the company does not guarantee accuracy of information relating to these suppliers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free comparison service for all customer types |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Electricity Wizard product offering
Product offeringCore offering
Electricity Wizard operates a free online comparison marketplace where Australian consumers and businesses enter their postcode or upload their energy bill to compare electricity and gas plans from a panel of leading retailers. The service aggregates offers from partners such as AGL, Origin Energy, Alinta Energy, Momentum Energy, ActewAGL, BlueNRG, and Lumo Energy, and assists customers with switching providers in under 10 minutes with no paperwork. Revenue is generated via referral commissions from these preferred partner retailers.
Product overview
Electricity Wizard is Australia's #1 rated electricity and gas comparison platform that enables consumers to compare plans from multiple energy retailers. The core offering consists of a web-based comparison tool where users can search by postcode or upload their bill to compare rates and switch suppliers. The service covers residential, business, and moving house segments, and is available across multiple Australian states. The company operates as an energy broker, connecting customers with preferred partners including AGL, Origin Energy, Momentum Energy, Alinta Energy, ActewAGL, BlueNRG, and Lumo Energy. The platform also provides Victorian Energy Fact Sheet and Basic Plan Information Document search tools, along with an educational blog on energy savings.
Differentiator
Problem solved
Functional benefit
Products and services
- Residential Energy Comparison
- Business Energy Comparison
- Moving House / Power Connection Service
- Energy Bill Upload & Comparison Tool
Quantifiable outcome
- Over 2.3 million Australians have used the service to compare electricity and gas plans
- +1 more outcomes
Companies that use Electricity Wizard
Customer profileSegments3 records
Ideal customer profiles1 record
Electricity Wizard technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Electricity Wizard partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- AGL EnergycoreAGL Energy is one of Electricity Wizard's Preferred Partners. The partnership allows customers to compare and switch to AGL's electricity and gas plans through Electricity Wizard's platform.
- Origin EnergycoreOrigin Energy is listed as a Preferred Partner. Electricity Wizard compares Origin Energy's plans alongside other retailers to help customers find the best deal.
- Alinta EnergycoreAlinta Energy participates in Electricity Wizard's Preferred Partners program, offering their energy plans for comparison on the platform.
- Momentum EnergycoreMomentum Energy is a Preferred Partner whose plans are featured in Electricity Wizard's comparison service.
- ActewAGLcoreActewAGL (ACT electricity and gas provider) is a Preferred Partner in Electricity Wizard's panel of energy retailers.
- BlueNRGcoreBlueNRG is listed as a Preferred Partner for energy plan comparisons.
- Lumo EnergyminorLumo Energy appears in the partner logos section of the website alongside other major energy retailers.
- OVO EnergyminorOVO Energy is featured on Electricity Wizard's brand page with detailed plan information, including their carbon neutral and bill smoothing offerings.
- 1st Energyminor1st Energy is available as an option in the comparison tool's energy supplier selection dropdown.
Scale indicators6 records
Expansion highlights3 records
Electricity Wizard competitors and assessment
Company assessmentDirect peers
- iSelect: Australian comparison platform comparing electricity, gas, broadband, and insurance. Closest direct competitor: same Australian market, same energy switch value proposition, similar commission-based monetisation.
- Finder: Australia's largest consumer comparison site with a dedicated energy comparison vertical. Overlaps directly on electricity and gas plan comparison with affiliate commission model.
- Selectra: Energy and telecommunications comparison specialist operating in Australia and Europe. Directly comparable on electricity/gas switching service and partner network monetisation.
- Compare the Market Australia: Multi-vertical Australian comparison site (energy, insurance, broadband). Competes head-to-head with Electricity Wizard on residential energy switching and uses a similar commission model with retailer partners.
- Make It Cheaper: Australian business energy and utilities comparison broker. Highly comparable on the B2B energy comparison use case that Electricity Wizard also targets.
Broad incumbents
- Canstar: Established Australian financial product and utilities comparison brand with star ratings. Overlaps on energy plan comparison as part of a wider portfolio including banking, insurance, and superannuation.
- CHOICE: Australian consumer advocacy organisation that independently reviews and compares energy plans. Competes on the comparison/information layer rather than on switching brokering.
Others
- Energy Made Easy (AEMC): Australian Energy Market Commission government-run price comparison service. Competes indirectly by offering free, regulator-backed plan comparison across the same retailers.
Regional players
- Victorian Energy Compare: Victorian government energy comparison portal run by the Essential Services Commission. Directly competes in VIC, one of Electricity Wizard's core states, with free independent comparison.
Emerging players
- UEnergy: Smaller Australian energy retailer that also offers comparison-style tools to customers. Adjacent competitor rather than a like-for-like comparison platform.
Market position
Strengths6 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Electricity Wizard social profiles
Digital presenceElectricity Wizard financial estimates
Financial estimateRevenue estimate
Valuation estimate
Electricity Wizard leadership team
Management profileNumber of profiles
Profiles1 record
Electricity Wizard funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Electricity Wizard 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 Electricity Wizard
What does Electricity Wizard do?
Electricity Wizard operates a free online comparison marketplace where Australian consumers and businesses enter their postcode or upload their energy bill to compare electricity and gas plans from a panel of leading retailers. The service aggregates offers from partners such as AGL, Origin Energy, Alinta Energy, Momentum Energy, ActewAGL, BlueNRG, and Lumo Energy, and assists customers with switching providers in under 10 minutes with no paperwork. Revenue is generated via referral commissions from these preferred partner retailers.
Is Electricity Wizard a public or private company?
Electricity Wizard is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Electricity Wizard founded?
Electricity Wizard was founded in 2009. It employs 1 to 10 people.
Where is Electricity Wizard based?
Electricity Wizard is headquartered in Melbourne, Australia, in the Oceania region.
How does Electricity Wizard make money?
Two revenue lines are on record. Commission from Preferred Partners are the primary driver. The others are referral to Non-Affiliated Suppliers.
Who are Electricity Wizard's main competitors?
Direct peers on record are iSelect, Finder, Selectra, Compare the Market Australia and Make It Cheaper. Broad incumbents are Canstar and CHOICE. Energy Made Easy (AEMC) is listed as an others. Victorian Energy Compare is listed as a regional player. UEnergy is listed as an emerging player.
Does Electricity Wizard have an API?
No public API is recorded for Electricity Wizard.
What industry is Electricity Wizard in?
Electricity Wizard's product category is Energy Comparison Services. Its primary akta.pro industry code is EUAGAEAD, Auto-Switching & Price Comparison Platforms, with a secondary code of EUAGAEAK, Energy Supplier Partner Networks / White-Label Brokerage Programs.