What Keppel Electric does

Keppel Electric is a Singapore-based electricity retailer that has operated for over 25 years, serving residential and commercial customers in Singapore's EMA-regulated open electricity market. The company sells standardized electricity supply plans at discounted rates relative to the regulated tariff set by the Energy Market Authority, with its flagship SURESAVE DOT plan offering 15% savings off the regulated tariff on a no-contract basis to ease switching from incumbent SP Group. Its technology stack is lightweight and customer-facing: a web self-service portal with a 3-step signup flow, an online plan calculator for savings estimation, and a mobile application on iOS and Android that handles bill management, consumption tracking, and promotional notifications. There is no disclosed proprietary grid, generation, or trading infrastructure; the company's role is retail and customer management on top of the national grid.

The business operates on a subscription-recurring revenue model through electricity supply contracts, monetizing the spread between contracted retail rates and the regulated tariff reference price. Go-to-market is digital-first: the website, mobile app, organic social media (Instagram, Facebook), and a customer referral program drive acquisition, while direct sales cover commercial accounts. Customer segmentation is split between residential households (primary) and commercial/SME customers, both served through standardized plan structures rather than bespoke enterprise contracts. Supporting the core utility offering are a rewards/loyalty program, a sustainable energy line indicating a move into renewable electricity, and positioning under the broader Keppel Corporation brand for credibility. No funding rounds, M&A activity, partnerships, patents, certifications, or leadership team disclosures are present in the available data, and revenue figures are not publicly disclosed.

Name

Keppel Electric

Legal name

Keppel Electric Pte Ltd

Website

https://keppelelectric.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

Keppel Electric is a Singapore-based electricity retailer offering residential and commercial customers competitive electricity plans, including the no-contract SURESAVE DOT plan, with digital self-service via website and mobile app.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Electricity Retail: Selling electricity to residential and commercial customers in Singapore at competitive rates. Revenue is generated through electricity supply contracts, with pricing based on discounted rates relative to the regulated tariff set by the Energy Market Authority (EMA).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Keppel Electric is a Singapore-based electricity retailer that supplies electricity to residential and commercial customers under multiple plans, including the no-contract SURESAVE DOT plan offering 15% off the regulated tariff. Customers can switch from the incumbent SP Group through a simple 3-step online process, with support provided via a mobile app for bill management, consumption tracking, and promotional notifications.

Product overview

Keppel Electric is a Singapore-based electricity retailer offering a portfolio of electricity plans for residential and commercial customers. The core product offerings include the SURESAVE DOT plan (a no-contract plan with 15% savings off regulated tariff) and standard residential and commercial electricity plans. The company provides digital tools including a mobile app for bill management and consumption tracking, a plan calculator for savings estimation, and customer loyalty programs including referral and rewards initiatives. With over 25 years of experience powering Singapore, the company focuses on delivering reliable, affordable, and increasingly sustainable energy solutions.

Differentiator

Problem solved

Functional benefit

Brands

• SURESAVE DOT: A electricity plan offering 15% off the regulated tariff with no contract requirement, providing guaranteed savings and flexibility for customers.

Products and services

• SURESAVE DOT Plan
• Residential Electricity Plans Competitive electricity plans for residential customers in Singapore providing reliable, transparent, and affordable home energy supply as an alternative to the incumbent SP Group. Includes the SURESAVE DOT plan and other standard residential pricing options.
• Commercial Electricity Plans Electricity supply plans designed for Singapore-based commercial and business customers, including SMEs, multinational companies, and government bodies, providing cost-effective and reliable business power supply with potential for custom commercial pricing.
• Sustainable Energy Solutions Renewable and sustainable energy offerings for residential and commercial customers in Singapore seeking environmentally friendly electricity options, aligned with Keppel Electric's commitment to delivering reliable and affordable renewable energy.

Quantifiable outcome

• 15% savings off regulated tariff

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Shell Energy Singapore: Global oil major's retail electricity arm active in Singapore B2B power supply; overlaps with Keppel Electric's commercial customer base and sustainability offerings.
• SP Group: Incumbent Singapore grid operator and default electricity provider; Keppel Electric's customers explicitly switch away from SP Group, making it the primary baseline competitor in the open market.
• Engie South East Asia: Global energy major with Singapore retail electricity and solar/leasing offerings; competes with Keppel Electric on commercial supply and the emerging green/renewable electricity segment.

Emerging players

• Octopus Energy: Tech-led global electricity retailer known for app-based self-service and transparent pricing; a useful comparable for Keppel Electric's digital-first retail and mobile-app strategy.
• iSwitch: Singapore licensed electricity retailer offering residential and SME plans with bundled rewards; competes with Keppel Electric for similar price-sensitive customer segments.
• Ohm Energy: Singapore electricity retailer targeting residential and SME customers with app-based sign-up and discount plans, mirroring Keppel Electric's digital-first, no-contract acquisition model.

Direct peers

• Tuas Power: Singapore licensed electricity retailer serving residential and commercial customers in the open market; competes head-on with Keppel Electric on price plans and digital onboarding.
• Geneco: Singapore electricity retailer (part of YTL Power) offering residential and business plans with no-contract and fixed-price options, directly competing with Keppel Electric's SURESAVE DOT.
• Sembcorp Power: Singapore-based energy retailer under Sembcorp Industries that supplies electricity to commercial and industrial customers, overlapping with Keppel Electric's commercial segment.

Others

• SunGreenH2 / SolarPV (rooftop solar adjacent players): Adjacent Singapore distributed solar and green energy solution providers (e.g., Sunseap group entities) that increasingly bundle renewable supply; comparable to Keppel Electric's sustainable energy product line.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100063681454653
• Instagraminstagram.com/keppel.electric
• LinkedInlinkedin.com/company/keppel-electric-pte

Revenue estimate

Valuation estimate

Number of profiles

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 Keppel Electric