Ruby Energy
Ruby Energy is a UK-based independent commercial energy supplier serving SMEs and multi-site corporates nationwide with electricity, gas, smart metering, and renewable energy solutions delivered through an integrated group spanning supply, metering, and decarbonisation services.
- Company typePrivate
- Founded2002
- HeadquartersFleetwood, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Ruby Energy does
Ruby Energy is a UK-based independent commercial energy supplier operating as a group comprising Ruby Electricity Ltd and Ruby Gas Ltd, both registered in England & Wales and headquartered in Fleetwood, Lancashire. The company supplies electricity and gas to small and medium-sized enterprises nationwide, with an additional dedicated Corporate arm serving larger and multi-site customers through bespoke account management. Beyond commodity supply, Ruby operates an integrated platform that includes free SMETS2 smart meter installation (delivered via its in-house subsidiary Smart Choice Metering, launched in 2019), a Smart Export Guarantee tariff paying 3p/kWh for renewable exports, and decarbonisation solutions (solar PV, EV chargers, battery storage) delivered in partnership with Smart Choice Renewables.
The technology stack centres on SMETS2 smart metering infrastructure (with engineers trained at a dedicated Metering Academy) feeding the Energy Insights customer portal, which was upgraded in October 2024 to provide consumption analytics at annual, monthly, weekly, and daily granularity. AI-assisted automation is deployed in Change of Occupancy documentation review (August 2024), and AI-assisted processes handle customer service triage. Ruby Energy holds GDPR and Smart Meter Installation Code of Practice (SMICoP) compliance certifications, is rated 'Excellent' on Trustpilot with 17,500+ reviews, and operates under a 20-year sponsorship of Fleetwood Town Football Club as a core brand asset.
The business model is subscription-recurring across 1-4 year fixed, variable, and tracker electricity contracts, and 1-4 year variable gas contracts with an optional Budget Payment Plan. Revenue is derived from unit rates, standing charges, and pass-through third-party costs (regulatory and government levies). Go-to-market is sales-led: dedicated business consultants deliver instant callback quotes via online forms, with onboarding completed in up to five working days. The company has over 400 employees and has cumulatively installed more than 5,000 smart meters across its customer base, with reported complaints handling ranking improved from 17th to 8th in the Citizens Advice league table.
Ruby Energy firmographics
Firmographics- Name
- Ruby Energy
- Legal name
- Ruby Energy (comprising Ruby Electricity Ltd and Ruby Gas Ltd)
- Website
- https://rubyenergy.uk
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Ruby Energy is a UK-based independent commercial energy supplier serving SMEs and multi-site corporates nationwide with electricity, gas, smart metering, and renewable energy solutions delivered through an integrated group spanning supply, metering, and decarbonisation services.
- Ownership category
- akta.pro rank
Ruby Energy industry classification
Industry- Product category
- Commercial Energy Supply
- SIC
- Gas & Other Services Combined (4932)
- akta.pro primary industry
- Energy & Utilities in Manufacturing (Energy Management/Smart Metering) (IMAIAMAK)
Keywords
Where Ruby Energy is headquartered
LocationHeadquarters
- HQ city
- Fleetwood
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ruby Energy business model
Business model- GTM type
- B2B
- Offering type
- Services
Revenue model
- Commercial Electricity Supply: Ruby Energy supplies electricity to business customers under fixed-price (1-3 year contracts), market tracker (2-4 year contracts with bi-annual price reviews), and renewable electricity products. Revenue is derived from electricity unit rates, standing charges, and third-party costs passed through. All customers receive a free smart meter installation.
- Commercial Gas Supply: Ruby Energy supplies gas to business customers under variable rate (1-4 year contracts) and Budget Payment Plan (BPP) products that spread annual consumption across 12 equal monthly payments. Revenue from gas unit rates and standing charges.
- Smart Export Guarantee (SEG): Ruby Energy pays small-scale renewable generators for electricity exported to the National Grid under the government-backed SEG scheme. Fixed rate of 3 pence per kWh for exported electricity. Eligible sources: solar PV, wind, hydro, anaerobic digestion, micro-CHP.
- Ruby Renewables (Solar PV, EV Chargers, Battery Storage): Partnership with Smart Choice Renewables provides solar PV (PPA, no upfront cost), EV charging infrastructure, battery storage, LED lighting, heat source pumps, and energy audits. Ruby Energy manages systems on behalf of customers under REGO-backed tariffs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Fixed Price Electricity - price certainty for 1-3 years |
| Subscription | Multi-year contract | Market Tracker Electricity - long-term value, 2-4 years |
| Subscription | Multi-year contract | Variable Gas - market-reflective pricing, 1-4 years |
| Subscription | Monthly | Budget Payment Plan (BPP) Gas - monthly spread payments |
| Transaction based/ take rate | Pay-as-you-go | Smart Export Guarantee (SEG) - 3p per kWh fixed rate |
| Subscription | Monthly | Deemed, Default, and Non-DD Rates |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Ruby Energy product offering
Product offeringCore offering
No first-party website content with a proper source identifier was provided for Ruby Energy. The only available input is an unsourced draft analysis fragment describing Ruby Energy as a UK-based energy management firm that supplies electricity and commercial gas to businesses, primarily SMEs. This description cannot be verified against a sourced passage.
Product overview
Ruby Energy offers a modular commercial energy platform combining supply, metering, and sustainability services. Core products include Commercial Electricity (Fixed Price and Market Tracker) and Commercial Gas (Variable and Budget Payment Plan). The platform extends through add-on modules: Smart Meter Installation (free for electricity customers), Carbon Neutral Gas (net-zero CO2 offset product), Smart Export Guarantee (SEG for renewable exporters), Siteworks (meter verification and installation support), Change of Occupier services (AI-assisted), Ruby Renewables (solar, EV, battery, LED, heat pumps via Smart Choice Renewables partnership), and RTS Switch-Off upgrades. Corporate customers receive dedicated Key Account Management. The portfolio is unified through a customer portal with Energy Insights analytics and live chat support.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Rated Excellent on Trustpilot with over 17,500 reviews
- +2 more outcomes
Companies that use Ruby Energy
Customer profileNamed customers5 records
Segments4 records
Ruby Energy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature2 records
Ruby Energy partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Smart Choice RenewablescoreSmart Choice Renewables is Ruby Energy's key partner for delivering renewable energy solutions including solar PV installation, EV charging infrastructure, battery storage, LED lighting, and heat source pumps. Ruby Energy acts as the customer-facing brand, managing the relationship and forwarding customers to Smart Choice Renewables for installations and ongoing support. Customers provide consent for both Ruby Energy and Smart Choice Renewables Ltd to contact them about renewable products.
- Smart Choice MeteringcoreSmart Choice Metering is Ruby Energy's in-house metering company launched in 2019. Engineers are trained at a state-of-the-art Metering Academy. This subsidiary handles smart meter installations for Ruby Energy customers, providing a streamlined and controlled installation experience.
- CX InternationalminorCX International conducts customer satisfaction surveys following smart meter installations. They reach out to customers with a quick survey after installation, operating under the Market Research Society Code of Conduct. Their feedback helps Ruby Energy and Smart Choice Metering continuously improve service quality.
- Fleetwood Town Football ClubcoreRuby Energy has been a proud sponsor of Fleetwood Town FC for 20 years, one of the longest-standing sponsorship relationships in UK commercial energy. The partnership encompasses stadium sponsorship, match-day branding, and community support. Ruby Energy is also a 'Friend of the Fleetwood Town Community Trust', backing grassroots football and community programmes. The club achieved six promotions in ten years (Guinness Book of Records), reached the FA Cup Fifth Round in 2023, and opened Poolfoot Farm in 2016 inaugurated by Sir Alex Ferguson.
- Card Saver LtdminorCard Saver Ltd is a company under common ownership with Ruby Energy (Ruby Electricity Ltd and Ruby Gas Ltd). It is referenced as a related company that may contact quote form applicants who tick additional service boxes for card terminals. Ruby Energy customers can also pay bills via Card Saver's payment processing.
- Fleetwood Town Community TrustminorRuby Energy is a 'Friend of the Fleetwood Town Community Trust', backing grassroots football and community programmes. This relationship complements the main club sponsorship and extends Ruby Energy's community engagement in Fleetwood and surrounding areas.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Ruby Energy competitors and assessment
Company assessmentBroad incumbents
- EDF Energy Business: Big Six supplier with dedicated SME and corporate business arms, including commercial electricity, gas, and zero-carbon supply. Directly competes in target segments but at significantly larger scale.
- ScottishPower Business: UK Big Six supplier with B2B commercial energy offerings across the same SME and corporate segments. Serves as a benchmark incumbent for pricing, customer scale, and market presence comparisons.
- E.ON Next Business: One of the Big Six UK energy suppliers with substantial SME and corporate commercial customers. Competes in fixed and variable commercial contracts and renewable electricity, but offers a much broader portfolio beyond the SME focus.
- British Gas Business: Incumbent UK energy supplier and largest B2B provider by customers, part of Centrica. Competes with Ruby Energy across the same SME and corporate segments from a much larger scale and balance sheet.
Direct peers
- Haven Power: UK independent B2B energy supplier offering fixed and flexible electricity and gas contracts to SMEs and larger commercial customers. Direct competitor in product structure and SME-mid-market target segment.
- Opus Energy: UK-based independent electricity and gas supplier to SMEs and corporates, operating a similar B2B supplier model with fixed and flexible contracts. Acquired by Drax in 2021, it is the closest historical competitor and competitor archetype to Ruby Energy in the UK independent commercial supply segment.
- Bryt Energy: UK independent energy supplier focused on 100% renewable electricity for SMEs and corporates. Overlaps with Ruby Energy across commercial supply, fixed contracts, and renewable electricity positioning, with comparable direct-to-customer distribution.
- Crown Gas & Power: Independent UK B2B gas and electricity supplier focused on SMEs with consultative sales. Comparable in size, customer segment, and product set (fixed, variable, multi-year commercial contracts) to Ruby Energy.
- Yü Energy: UK independent SME and corporate gas and electricity supplier with multi-year fixed and flexible contracts. Comparable target customer, product set, and digital onboarding model to Ruby Energy.
Emerging players
- SmartestEnergy: UK renewable-focused electricity supplier serving commercial and industrial customers with PPAs and renewable supply. Overlaps with Ruby Renewables and SEG offering, though more focused on large-IPP and corporate renewable supply.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
Ruby Energy compliance and trust
Trust signalCompliance2 records
Ruby Energy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ruby Energy leadership team
Management profileNumber of profiles
Ruby Energy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ruby 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 Ruby Energy
What does Ruby Energy do?
No first-party website content with a proper source identifier was provided for Ruby Energy. The only available input is an unsourced draft analysis fragment describing Ruby Energy as a UK-based energy management firm that supplies electricity and commercial gas to businesses, primarily SMEs. This description cannot be verified against a sourced passage.
Is Ruby Energy a public or private company?
Ruby Energy is a private company. It is classified as unknown and is currently operating.
When was Ruby Energy founded?
Ruby Energy was founded in 2002. It employs 251 to 500 people.
Where is Ruby Energy based?
Ruby Energy is headquartered in Fleetwood, United Kingdom, in the Europe region.
How does Ruby Energy make money?
Four revenue lines are on record. Commercial Electricity Supply is the primary driver. The others are commercial Gas Supply, smart Export Guarantee (SEG) and ruby Renewables (Solar PV, EV Chargers, Battery Storage).
Who are Ruby Energy's main competitors?
Broad incumbents on record are EDF Energy Business, ScottishPower Business, E.ON Next Business and British Gas Business. Direct peers are Haven Power, Opus Energy, Bryt Energy, Crown Gas & Power and Yü Energy. SmartestEnergy is listed as an emerging player.
Does Ruby Energy have an API?
No public API is recorded for Ruby Energy.
What industry is Ruby Energy in?
Ruby Energy's product category is Commercial Energy Supply. Its primary akta.pro industry code is IMAIAMAK, Energy & Utilities in Manufacturing (Energy Management/Smart Metering). Its SIC code is 4932.