Genous

What Genous does

Genous is a UK-based residential decarbonisation company founded in 2022 and headquartered in Chippenham, operating a digital-first home retrofit platform that combines a proprietary V2 algorithm and digital twin technology to simulate heat and electricity demand across combinations of insulation, renewable heating, solar PV, batteries, EV chargers, and smart controls. The platform ingests five-minute self-serve Home Check inputs and in-person survey data to produce personalised upgrade roadmaps with projected costs, savings, and emissions, with delivery executed through a UK-wide network of accredited installers (and, post-April 2026, partially through the acquired Cotswold Energy team).

The company's revenue model is freemium: advice is free to the customer, with revenue earned from small margins on direct hardware sales, commissions from partner installers, and contracted installation services under its own MCS accreditation. Government subsidies such as the Boiler Upgrade Scheme (£7,500 per heat pump) and Great British Insulation Scheme are passed through or captured as part of the offering. Genous also operates add-on modules covering Time-of-Use Tariff advisory and other home improvements (glazing, draught-proofing, hot water cylinder insulation, heat recovery).

Customer segments span able-to-pay homeowners (primary), landlords navigating the 2030 EPC C mandate, architects and their clients, finance seekers for green upgrades, and, following the April 2026 acquisition of Cotswold Energy, commercial and public-sector clients plus housing associations. The business holds MCS (solar PV, battery storage), TrustMark, RECC, and IAA accreditations, operates across England and Wales (Scotland excluded), and is supported by an installer network, architect referrals, and developing lender partnerships aimed at financing integration.

Name

Genous

Legal name

Genous Limited

Website

https://genous.earth

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Genous is a UK-based home retrofit platform using a proprietary V2 algorithm and digital twin technology to advise able-to-pay homeowners, landlords, architects, and commercial clients on decarbonisation upgrades, delivering via accredited installer networks and its acquired Cotswold Energy team.

Ownership category

akta.pro rank

Headquarters

HQ city

Chippenham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Direct): Genous sells products directly to customers (heat pumps, solar panels, etc.) and makes a small margin on the work.
2. Partner Commissions: When using partners (installers, etc.), Genous earns a small commission from them. The service is free advice-wise for customers.
3. Contracted Installation Services: Genous contracts directly with customers for retrofit work, particularly under their own MCS accreditation for renewables.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Genous is an intelligent home retrofit platform that combines a proprietary digital assessment tool (Home Check, powered by the V2 algorithm and digital twin technology) with end-to-end design, subsidy handling, and installation coordination for residential energy upgrades. Its core sellable offerings are the design and supply of heat pumps, solar PV with battery storage, insulation, EV chargers, and smart heating controls, delivered through a UK-wide accredited installer network and contracted directly under its own MCS and TrustMark accreditations.

Product overview

Genous is a 'decarbonisation concierge' offering an intelligent home retrofit platform with end-to-end service. The core product is the Home Check digital assessment tool, which uses a proprietary algorithm to evaluate homes and recommend optimal combinations of upgrades. This feeds into installation services covering renewable heating (heat pumps), solar PV panels, home insulation, EV chargers, smart heating controls, and other efficiency measures. Genous coordinates installation through a network of accredited suppliers and manages subsidy claims (including the £7,500 Boiler Upgrade Scheme). In April 2026, Genous acquired Cotswold Energy to expand from residential into commercial retrofit markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Check Assessment Digital retrofit assessment tool powered by Genous's proprietary V2 algorithm and digital twin technology. It evaluates a home's insulation, heating, electricity use, and solar potential to identify energy losses and recommend tailored upgrade combinations with realistic savings and budgets, used by UK homeowners to explore options before engaging with experts.
• Renewable Heating (Heat Pumps) Design, specification, and installation of air-source and ground-source heat pumps for UK homes, with Genous handling Boiler Upgrade Scheme (£7,500) subsidy recovery on behalf of the homeowner as part of the end-to-end retrofit service.
• Solar Panels (PV) Photovoltaic solar panel installation service for homeowners to generate renewable electricity, with optional battery storage, EV chargers, and power diverters. Includes a property-specific feasibility assessment, financial outlay, and returns analysis.
• Home Insulation Insulation services covering cavity walls, loft or roof, floor, and solid wall insulation for warmer, more comfortable homes and lower bills. Includes Great British Insulation Scheme eligibility assessment and installation coordination.
• EV Chargers and Electric Vehicles Advisory Home EV charger installation and advisory services to help homeowners switch to electric vehicles, with partners supplying car sales, financing, and subscription options.
• Heating Controls Smart heating control systems that automatically adjust heating based on weather and occupancy, including manual upgrades and smart systems with smartphone control capabilities for UK homes.
• Other Home Improvements Additional retrofit improvements for UK homes including performance glazing, draught-proofing, hot water cylinder insulation, and heat recovery systems.

Quantifiable outcome

• 20-50%+ reduction in heating and electricity bills
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship, core and developing.

• Cotswold Energy (Acquired)flagshipStrategic or Co-development Partner · 1 April 2026In April 2026, Genous acquired Cotswold Energy, a company generating over £20m in turnover with 100+ employees. The acquisition expands Genous into commercial space while deepening residential market position. Cotswold Energy brings established delivery capability and regional presence across South of England and beyond, enhancing Genous's ability to self-deliver on larger, more complex projects.
• Installer Network PartnerscoreChannel Partner/ Reseller/ DistributorGenous uses a subcontracted delivery model with a UK-wide network of fully accredited, local installers. They contract directly with customers under their own MCS accreditation while using partner installers for delivery. Partners must be MCS-accredited (for heat pumps and solar), provide fair pricing, exceptional customer service, and work to highest quality standards. Genous does not 'auction' out work but partners with right providers in right geographies for right products.
• Financial Institution Partners (Lenders)developingStrategic or Co-development PartnerGenous is actively seeking partnerships with banks, building societies, and green finance lenders to offer flexible financing solutions for sustainable home upgrades. The goal is to provide homeowners with green mortgages, low-interest lending, and specialized payment plans to make energy-efficient upgrades more accessible.
• Architect PartnerscoreChannel Partner/ Reseller/ DistributorGenous provides architects with a one-stop-shop for renewable energy solutions and specialist retrofit support. From initial planning through to final installation and ongoing support, Genous works closely with architects to ensure energy-efficient systems are aligned with design visions. Example: Design Squared Architects testimonial praising the scientific, methodical approach.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• PassivSystems: UK smart-home energy management company combining hardware, software and analytics to optimise home energy use. Overlaps with Genous's heating-controls and digital-twin technology stack rather than its installation arm.
• Heat Geek: UK heat pump training, content and installer community platform that shapes consumer demand and installer standards in the heat pump category. Adjacent rather than directly competitive, but highly relevant to the talent pipeline and category education Genous depends on.
• Green Building Store: UK supplier/installer focused on fabric-first, low-energy and Passivhaus-standard retrofits. Senior adviser Philip Fellowes-Prynne previously held leadership at Green Building Store, illustrating direct category overlap.
• Evergreen (UK): UK-focused heat pump and renewables installer serving the able-to-pay residential market. Comparable in scale and customer profile, though with less of Genous's digital-twin front end.

Broad incumbents

• E.ON Home Solutions: E.ON's UK residential offering covers solar, heat pumps, EV chargers and insulation under one roof. Comparable in scope and customer to Genous's full-service retrofit proposition.
• British Gas (Centrica): UK's largest domestic energy services provider with boiler, heat pump, solar and EV charger installations. Rob Field, Genous's Supply Chain Lead, previously held senior supply chain roles at British Gas, indicating direct familiarity with its model.
• EDF Heat Pumps UK: EDF's domestic renewable heating division installs heat pumps across the UK, leveraging subsidy schemes. Competes head-on in the able-to-pay heat pump segment Genous targets.
• Octopus Energy: Vertically integrated UK energy supplier with growing heat pump, solar and EV offerings (Octopus Heat Pumps, Solar). Competes for the same able-to-pay residential retrofit customer and brings significantly larger marketing and balance-sheet firepower.

Direct peers

• BOXT: UK digital-first boiler and heat pump installer with a strong online configurator and direct-to-consumer sales motion. Closest like-for-like competitor to Genous's digital-led residential retrofit approach.
• Hometree: UK home energy services provider covering boiler cover, heat pumps, solar and EV chargers via a national installer network. Closely matches Genous's end-to-end residential retrofit + subscription-adjacent service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Genous
• LinkedInlinkedin.com/company/genous

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

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 Genous