Power Choice
Power Choice is an Australian energy brokerage and solutions company founded in 2009 that helps commercial and industrial businesses reduce electricity costs through competitive retailer tendering, bill optimization, and managed energy services, powered by a proprietary 15-year-built Contract Management System.
- Company typePrivate
- Founded2009
- HeadquartersBrisbane, Australia
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Power Choice does
Power Choice Pty Ltd (ABN 63 104 658 960) is an Australian commercial and industrial energy brokerage and solutions company founded in 2009 and headquartered in Stafford, Queensland. Operating as a subsidiary of AECO Energy, the company targets businesses spending more than $2,000 per month on electricity, ranging from small and medium enterprises to large energy consumers across industries including agriculture, manufacturing, hospitality, distribution, and retail. Its core value proposition is reducing customer energy costs through competitive procurement, bill validation, and tariff optimization.
The company's technology foundation is a proprietary, SaaS-based Contract Management System (CMS) developed over 15 years, which includes a data warehouse of hundreds of millions of meter data points, market analysis with synthetic forecasting, and workflow automation. This platform underpins the PowerBid/BidPro reverse auction engine (enabling simultaneous multi-retailer tendering), the Rate Watch price simulator, Demand Alert usage monitoring, Power Quality Assist analytics, and a contactless electronic proposal workflow. The product surface also includes Essential Metering data services, a tiered Electricity Plus Programs (EPP) subscription (Economy, Standard, Corporate, Enterprise), Energy Services consulting, and the GreenPLUS renewable energy certificate product.
Power Choice generates revenue through two streams: transaction-based brokerage commissions from energy retailers (AGL, ERM Power, Origin, Momentum, Energy Australia, Simply Energy, Stanwell Energy, Next Business Energy) on contracts sourced via PowerBid, and recurring EPP subscription fees. Go-to-market is sales-led, anchored on a free energy bill review offered to qualifying businesses, followed by consultation with dedicated account managers and energy consultants via phone, website forms, and Calendly-scheduled appointments. The company maintains additional marketing partner channels through Cherry Energy and Kuga, and integrates with seven metering providers for interval data access.
Power Choice firmographics
Firmographics- Name
- Power Choice
- Legal name
- Power Choice Pty Ltd ABN 63 104 658 960
- Website
- https://powerchoice.com.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Power Choice is an Australian energy brokerage and solutions company founded in 2009 that helps commercial and industrial businesses reduce electricity costs through competitive retailer tendering, bill optimization, and managed energy services, powered by a proprietary 15-year-built Contract Management System.
- Ownership category
- akta.pro rank
Power Choice industry classification
Industry- Product category
- Commercial Energy Brokerage
- NAICS
- Electric Power Transmission, Control, and Distribution (22112)
- SIC
- Electric Services (4911)
- akta.pro primary industry
- Supplier Tendering / RFP Management & Contract Negotiation Services (EUAGAEAE)
- akta.pro secondary industry
- Aggregation Services (Load Aggregation, Community Choice, Buyer Pools) (EUAGAEAC)
Keywords
Where Power Choice is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Power Choice business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Energy Brokerage Commission: Power Choice earns commissions from energy retailers for facilitating energy contract acquisitions for business customers. The company acts as an intermediary, bringing together energy consumers with retailers who compete through their auction platform.
- Electricity Plus Programs (EPP): Tiered subscription-based programs (Economy, Standard, Corporate, Enterprise) providing ongoing energy management, monitoring, and optimization services with different levels of features and support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Bill Review - Entry level service offering free energy bill analysis for qualified businesses |
| Subscription | Monthly | EPP Economy - Basic data warehouse and management tier for small usage sites |
| Subscription | Monthly | EPP Standard - Rate Watch powered tier for small to midsize sites |
| Subscription | Monthly | EPP Corporate - Full-suite solution for mid to large energy-intensive sites |
| Subscription | Monthly | EPP Enterprise - Corporate features plus Enterprise Asset Protect Plus |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Power Choice product offering
Product offeringCore offering
Power Choice is an Australian commercial energy brokerage and energy management firm that helps businesses reduce electricity costs by running competitive reverse auctions among energy retailers, managing electricity contracts from procurement through renewal, and providing tiered subscription programs for ongoing energy monitoring, data warehousing, demand alerting, and power quality analysis. The company primarily targets Australian businesses spending more than $2,000 per month on energy and earns commissions from retailers plus subscription fees from its Electricity Plus Programs.
Product overview
Power Choice is an energy solutions company offering a platform-plus-modules architecture centered on its proprietary CMS (Contract Management System), a SaaS-based energy procurement platform. The core offering includes PowerBid Auctions and Tenders for competitive energy contract sourcing, complemented by tiered subscription programs (Electricity Plus Programs with Economy, Standard, Corporate, and Enterprise levels), Essential Metering for data management, Energy Services for consulting, and GreenPLUS for renewable energy solutions. Features like Rate Watch (price monitoring), BidPro (auction platform), Demand Alert, and Enterprise Asset Protect Plus extend the platform's capabilities for energy cost optimization and asset protection.
Differentiator
Problem solved
Functional benefit
Brands
- GreenPlus: Renewable energy product line offering carbon footprint matching, cost-effective offset solutions, and access to internationally certified green solutions for net zero goals
- PowerBid
- Rate Watch
- Electricity Plus Programs (EPP)
- Essential Metering
Products and services
- PowerBid Auctions and Tenders Reverse auction and tender platform that markets a business's energy profile to multiple Australian energy retailers (AGL, Origin, ERM Power, Momentum, Energy Australia, Simply Energy, Stanwell, Next Business Energy) to secure competitive bids for electricity contracts.
- Power Choice Essential Metering Smart metering and data warehousing service that collects, warehouses, and analyzes energy consumption data to help businesses access better-priced contracts and make informed decisions about energy usage.
- Electricity Plus Programs (EPP) Tiered subscription program with four levels (Economy, Standard, Corporate, Enterprise) providing curated energy management solutions including data warehousing, rate monitoring (Rate Watch), demand alerts, power quality monitoring, and dedicated account management.
- Power Choice Energy Services Suite of energy consulting services including comprehensive energy reviews, solar analysis, power factor analysis, demand response optimization, network charges optimization, and spot price market suitability analysis for businesses.
- GreenPLUS Renewable energy and carbon offset solution that enables businesses to match their electricity consumption with renewable energy sources through internationally certified green energy certificates (I-REC, WRECs) sourced via AECO World Renewables.
- Free Bill Review Complimentary energy bill analysis service for Australian businesses spending more than $2,000 per month on energy, identifying savings opportunities, incorrect tariff assignments, and inefficiencies before engaging Power Choice's paid services.
Quantifiable outcome
- Up to 57% savings on energy costs
- +3 more outcomes
Companies that use Power Choice
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Power Choice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Power Choice partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- AECO EnergycoreAECO Energy is the parent company and markets/technology solutions partner of Power Choice. Power Choice is described as 'an AECO Energy Company' operating in technologies and energy markets since 2001. AECO Energy provides the underlying technology platform (CMS) and serves as the parent organization for the Power Choice brand. Related and associated entities reside in Singapore, with data security measures applied across all entities.
- Energy Retailers (AGL, ERM Power, Origin, Momentum, Energy Australia, Simply Energy, Stanwell Energy, Next Business Energy)corePower Choice works with multiple energy retailers who bid for customer business through their PowerBid auction platform. The company provides these retailers with competitive access to commercial and industrial customers. Standard Terms and Conditions documents are available for download for each retailer partner.
- Cherry EnergyminorCherry Energy is a marketing partner under a formal marketing partner agreement with Power Choice, reselling energy solutions to their own customer base.
- KugaminorKuga is listed as an energy solutions partner, potentially reselling or co-marketing Power Choice services to end customers.
- AECO World RenewablescoreAECO World Renewables provides internationally certified green solutions including International Renewable Energy Certificates (I-REC) from Australia and various world regions. Power Choice offers these through their GreenPLUS program, bundling renewable energy credits with their energy management services.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Power Choice competitors and assessment
Company assessmentBroad incumbents
- Origin Energy: Major Australian integrated energy retailer and generator, also a named Power Choice auction partner. Competes as a direct business energy supplier while functioning as one of the retailers available through PowerBid auctions.
- Simply Energy: Australian multi-fuel retailer serving residential and business customers, listed as a Power Choice auction partner. Provides one of the competitive bid options for Power Choice customers while also serving C&I customers directly.
- AGL Energy: One of Australia's largest energy retailers and a named Power Choice auction partner. As a retail incumbent, AGL competes indirectly with Power Choice's brokerage by offering direct business energy contracts, while also serving as a supplier channel.
- EnergyAustralia: Large Australian energy retailer serving commercial and industrial customers and a named Power Choice auction partner. Like AGL and Origin, competes as a direct supplier while also being a Power Choice distribution channel.
- ERM Power (Shell Energy): Australian business energy retailer (now operating as Shell Energy) and a named Power Choice auction partner. Competes directly with brokers in the business energy procurement market while also participating in Power Choice's reverse auctions.
Direct peers
- BidEnergy: Australian B2B energy bill management and procurement platform that automates energy contract tendering and bill validation for businesses. Overlaps directly with Power Choice's PowerBid auction platform and Essential Metering offering.
- Usave: Australian energy broker and comparison service connecting businesses with competing electricity and gas retailers. Direct overlap with Power Choice's brokerage and multi-retailer auction model.
- SmartestEnergy: UK-based B2B energy broker and supplier specializing in commercial and industrial electricity contracts, with competitive tendering and bespoke contract management. Highly comparable to Power Choice in target customer and procurement-led business model.
- Energy Action: Australian energy management and procurement services company that advises businesses on electricity and gas contracts, similar to Power Choice's brokerage and tendering model. Both target commercial customers seeking to reduce energy costs through competitive procurement.
- Make It Cheaper: UK business energy comparison and brokerage service that helps SMEs and larger businesses switch energy suppliers through competitive tendering. Compares with Power Choice's SMB brokerage and account-management approach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Power Choice social profiles
Digital presencePower Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Power Choice leadership team
Management profileNumber of profiles
Profiles4 records
Power Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Power Choice 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 Power Choice
What does Power Choice do?
Power Choice is an Australian commercial energy brokerage and energy management firm that helps businesses reduce electricity costs by running competitive reverse auctions among energy retailers, managing electricity contracts from procurement through renewal, and providing tiered subscription programs for ongoing energy monitoring, data warehousing, demand alerting, and power quality analysis. The company primarily targets Australian businesses spending more than $2,000 per month on energy and earns commissions from retailers plus subscription fees from its Electricity Plus Programs.
Is Power Choice a public or private company?
Power Choice is a private company. It is classified as corporate owned and is currently operating.
When was Power Choice founded?
Power Choice was founded in 2009. It employs 51 to 100 people.
Where is Power Choice based?
Power Choice is headquartered in Brisbane, Australia, in the Oceania region.
How does Power Choice make money?
Two revenue lines are on record. Energy Brokerage Commission is the primary driver. The others are electricity Plus Programs (EPP).
Who are Power Choice's main competitors?
Broad incumbents on record are Origin Energy, Simply Energy, AGL Energy, EnergyAustralia and ERM Power (Shell Energy). Direct peers are BidEnergy, Usave, SmartestEnergy, Energy Action and Make It Cheaper.
Does Power Choice have an API?
No public API is recorded for Power Choice.
What industry is Power Choice in?
Power Choice's product category is Commercial Energy Brokerage. Its primary akta.pro industry code is EUAGAEAE, Supplier Tendering / RFP Management & Contract Negotiation Services, with a secondary code of EUAGAEAC, Aggregation Services (Load Aggregation, Community Choice, Buyer Pools). Its NAICS code is 22112 and its SIC code is 4911.