What Choice Energy does

Choice Energy is a privately held Australian energy management company headquartered in Melbourne, founded in 2013. It serves more than 11,000 residents, small to medium enterprises, and large-market commercial and industrial consumers across five Australian states (Victoria, SE Queensland, New South Wales, South Australia, Tasmania). The company positions itself as a holistic energy partner, bundling solar installations, energy procurement brokerage, bill validation, metering and monitoring, network tariff analysis, power factor correction, and group energy tenders into an integrated offering for business customers.

The core technology layer is a multi-retailer procurement platform that places up to 13 Australian energy retailers (AGL, Origin, Shell Energy, Powershop, Momentum, Tango, Sumo, SmartestEnergy, Alinta, ENGIE, Aurora, Blue NRG, Ovo) into competitive bidding for each client contract. The bill validation service runs 58+ automated checks across 23,200+ monthly charges, with expert review prior to client delivery. Commercial solar is delivered as a turnkey EPC plus ongoing performance monitoring with a performance guarantee. Group tenders aggregate smaller customers to create scale economies — the Q1 2023 group buy covered 135 businesses and the AHASA hospitality tender covered 47 hotels.

The business model blends professional services revenue (procurement consulting, bill validation, tariff analysis) with managed services and EPC revenue (commercial solar and battery installation, including government rebate facilitation and tax-incentive optimization). Pricing is custom-quoted per engagement with multi-year contract cadence, and the go-to-market is sales-led, combining inside sales (phone and web), direct field consultants, industry association partnerships, and a heavy case-study content marketing program. In June 2026 the company promoted 11-year internal leader Lachlan Magee to CEO, with co-founders Chris Dean and Alan Gill continuing as executive directors. No external funding or parent company is disclosed.

Name

Choice Energy

Legal name

Choice Energy

Website

https://choiceenergy.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Choice Energy is a Melbourne-based, privately held Australian energy management company (founded 2013) that helps 11,000+ SMEs and large C&I customers across five states reduce energy costs via commercial solar installation, multi-retailer energy procurement brokerage, group tenders, and ongoing bill validation and monitoring services.

Ownership category

akta.pro rank

Product category

Commercial Energy Management Services

NAICS

Solar Electric Power Generation (221114)

SIC

Electric Services (4911), Electric & Other Services Combined (4931)

akta.pro primary industry

Retail Energy Brokerage (Residential & SMB Switching) (EUAGAEAA)

akta.pro secondary industries

Supplier Tendering / RFP Management & Contract Negotiation Services (EUAGAEAE), Aggregation Services (Load Aggregation, Community Choice, Buyer Pools) (EUAGAEAC), Energy Supplier Partner Networks / White-Label Brokerage Programs (EUAGAEAK), Asset Management & Owner’s Engineering (Lifecycle Strategy, Budgeting, Technical Due Diligence) (EUAMAGAJ)

Keywords

• Commercial solar installation
• Energy procurement services
• Energy bill validation
• Energy management consulting
• Power factor correction

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Energy Management Consulting Services: Choice Energy provides comprehensive energy management services to businesses including solar feasibility assessments, energy procurement optimization, bill validation, metering and monitoring, network tariff analysis, and power factor correction. Revenue appears to be generated through consulting and service fees for these specialized energy management services.
2. Commercial Solar Installation: Turnkey solar solutions for commercial and industrial clients including system design, installation, and ongoing performance monitoring. The company facilitates government rebates and incentives on behalf of clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Choice Energy is a holistic energy management firm that helps Australian businesses lower energy costs through three integrated lines: commercial solar installations (feasibility, design, install, monitoring, and performance guarantee), commercial energy procurement brokerage that runs tenders across a panel of up to 13 competing Australian energy retailers, and an ongoing energy bill validation and metering/monitoring service. The offering is sold primarily to SMEs and large-market C&I consumers, with revenue generated from service fees, solar project delivery, and managed procurement engagements.

Product overview

Choice Energy is a holistic energy management company offering a unified platform of energy solutions for businesses. The core offerings include Commercial Solar (turnkey solar installations), Commercial Energy Procurement (brokerage with up to 13 energy retailers), and Metering and Monitoring services. These are supported by add-on modules including Solar Battery Systems, Power Factor Correction, Commercial LED Lighting, Network Tariff and Demand Analysis, Group Energy Tenders, Multi-site Energy Procurement, and an Energy Bill Validation Service. The portfolio enables businesses to reduce energy costs through solar generation, optimize procurement, and maintain ongoing cost control through monitoring and validation services.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Solar Turnkey commercial solar panel installations for businesses, providing solar feasibility assessments, system design and installation, and ongoing performance monitoring backed by a performance guarantee. Targets commercial and industrial businesses seeking to reduce grid dependence and protect against wholesale electricity price increases.
• Solar Battery Systems Battery back-up-ready solar systems that allow businesses to store energy off-grid for maximum cost reductions and energy control. Designed for commercial clients seeking energy independence and resilience.
• Commercial LED Lighting Energy-saving LED lighting solutions that reduce maintenance costs and enhance work environments while consuming less energy. Sold as a standalone efficiency upgrade for commercial premises.
• Power Factor Correction Service to manage the peak power loads of equipment on each site efficiently in order to reduce demand charges from network distributors. Targets commercial clients facing demand-based network charges.
• Commercial Energy Procurement Energy procurement brokerage in which up to thirteen of Australia's most competitive energy retailers compete to win a business's contract, with Choice Energy managing the tender, negotiation, and ongoing administration. Targets commercial and industrial buyers seeking market-leading rates.
• Group Energy Tenders Group-buying energy procurement service that creates economies of scale for better buying power, allowing participating businesses to pay less than they would as individual entities. Used for industry groups and association-led tenders (e.g., AHASA hotels).
• Multi-site Energy Procurement Energy procurement service tailored for businesses with multiple locations, ensuring both smaller and larger sites receive focus and opportunity in finding the right energy agreement. Used by healthcare, aged care, and franchise groups.
• Metering and Monitoring Ongoing service to validate energy bill accuracy and mitigate the financial risk exposure of high energy costs through continuous meter data analysis. Sold as a standalone ongoing service.
• Network Tariff and Demand Analysis Analysis of commercial energy bills and meter data to find a more reflective network tariff, helping businesses reduce energy spend by switching to the most appropriate network pricing structure.
• Energy Bill Validation Service Monthly bill validation service that performs over 58 individual validation checks covering energy rates, network rates, demand rates, renewables, and energy usage to identify overcharges on large market electricity bills, with expert review before client delivery.

Quantifiable outcome

• Zenitas Healthcare saves $20,000 per year through collective group tender for 45 sites
• +9 more outcomes

Named customers19 records

Segments13 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered minor.

• 1st EnergyminorOthersEnergy retailer on Choice Energy's panel of suppliers. Up to 13 retailers compete through Choice Energy's platform to win client business.
• AGLminorOthersMajor Australian energy retailer included on Choice Energy's panel of competing suppliers for client energy procurement.
• Origin EnergyminorOthersOne of Australia's largest energy retailers on Choice Energy's supplier panel, competing for commercial energy contracts.
• Shell EnergyminorOthersMajor energy company providing retail electricity and gas services, part of Choice Energy's competitive supplier panel.
• PowershopminorOthersSubsidiary of Shell Energy, offering innovative energy solutions. Powershop has partnered with Choice Energy for the Better Solar program providing comprehensive solar advisory services to businesses.
• Momentum EnergyminorOthersEnergy retailer owned by Hydro Tasmania, Australia's largest renewable energy generator. On Choice Energy's panel offering renewable-focused energy plans.
• ReplasminorStrategic or Co-development PartnerAustralian recycled plastic manufacturer. Choice Energy partner that supplies sustainable products (recycled bollards, Trex Decks) to clients like Highview Waters Resort. Shared focus on sustainability and environmental responsibility.
• Tango EnergyminorOthersEnergy retailer subsidiary of Pacific Hydro, offering competitive rates and solar feed-in tariffs. On Choice Energy's panel of energy suppliers.
• SmartestEnergy AustraliaminorOthersIndependent energy retailer with UK roots, offering flexible commercial energy procurement solutions. On Choice Energy's supplier panel.
• Sumo PowerminorOthersAustralian electricity retailer known for competitive plans and solar options. Part of Choice Energy's competitive energy supplier panel.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AGL: Australia's largest integrated energy retailer and generator; a panel partner to Choice Energy and also a direct competitor for large C&I energy contracts and solar.
• EnergyAustralia: One of Australia's largest energy retailers, serving residential, commercial and industrial customers. Comparable as a competing supply channel that could disintermediate Choice Energy's brokerage.
• Shell Energy Australia: Major energy retailer offering gas and electricity to Australian commercial customers. Comparable as a panel partner and large-scale energy procurement alternative.
• Origin Energy: Major Australian energy retailer with strong commercial and industrial offering and solar/ESS solutions. Comparable as both a panel partner and a downstream competitor.
• SmartestEnergy Australia: Independent commercial energy retailer (UK/AU) specializing in flexible C&I procurement and renewable PPA solutions. Comparable as a supplier on Choice Energy's panel while also competing for the same commercial procurement budget.

Direct peers

• Solar Choice: Australian solar and energy comparison platform serving residential and commercial customers with installer matching and procurement support. Directly comparable in the solar + energy management offering for Australian SMEs.
• Econnect Energy: Australian commercial energy consultancy providing procurement, bill validation and tendering services to C&I clients. Highly comparable in service mix (procurement + bill validation) and customer profile.
• Blue NRG: Australian commercial energy broker and consultancy helping businesses compare electricity and gas plans. Closely comparable as a commercial energy brokerage competing on panel-of-retailer breadth.
• Powershop (Shell Energy): Innovative energy retailer partnered with Choice Energy on the Better Solar program. Comparable as a competing direct energy + solar offering for Australian businesses.

Regional players

• Momentum Energy: Australian electricity retailer owned by Hydro Tasmania, focused on commercial customers. Comparable as a competing retail channel focused on renewable-heavy commercial customers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/choicenrg

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Choice Energy