Kleenheat

What Kleenheat does

Kleenheat, legally Wesfarmers Kleenheat Gas Pty Ltd, is a Western Australian natural gas retailer and a wholly-owned subsidiary of Wesfarmers, operating within the Wesfarmers Chemicals, Energy & Fertilisers segment. Founded in 1956 and headquartered in Perth at Level 5, 11 Mounts Bay Road, the company employs over 400 local staff and serves residential and business customers across the Geraldton-to-Busselton corridor on ATCO Gas's ~14,000 km distribution network that reaches approximately 750,000 homes. Its core products are residential and business natural gas supply, complemented by electricity supply for contestable business customers spending more than $1,000 per month, the Kleenheat Spark solar and battery referral platform, and an opt-in Carbon Offset Program. Underlying technology is conventional utility retail infrastructure: a self-service My Account portal, online and phone (13 21 80) sign-up, quarterly billing with monthly instalment options, dedicated account managers for commercial clients, and standard digital marketing tooling (Google Analytics, Meta and Google Ads pixels). The company does not own or operate pipelines; ATCO Gas retains ownership of physical distribution and Western Power retains the electricity network.

Kleenheat's business model is recurring, usage-based subscription revenue on a mass-market residential base with no lock-in contracts or exit fees, supplemented by quote-based commercial electricity and gas contracts for contestable customers. Pricing on the standard residential Monthly Smart Saver plan offers 35% off usage charges for 12 months (39% for WA Seniors Card holders), with multi-partner loyalty linkages to RAC (additional 3%), Flybuys (1 point per $1), and OnePass (free 12-month membership). The go-to-market combines direct-to-consumer digital acquisition, a Perth-based call centre, a dedicated enterprise sales team on 1300 135 111, and heavy community sponsorship (Fremantle Dockers AFL/AFLW, Telethon Community Cinemas, Good Food & Wine Show) targeting WA household mindshare. Revenue is not publicly disclosed and the company does not have proprietary technology, patents, or disclosed AI capabilities.

The company's value proposition is locally rooted customer service, regional brand recognition, and continuous third-party validation (Canstar Blue Most Trusted 2023-2026 and Most Satisfied Customers WA in 8 of 10 years, plus a Finder 2025 sweep across Most Trusted, Most Recommended, Most Reliable, Top Value, and Legendary Service). It faces structural constraints from a regulated residential tariff regime and a fixed geographic market size, but offset these through embedded loyalty partnerships and incremental product extensions in solar referrals and carbon offsets.

Name

Kleenheat

Legal name

Wesfarmers Kleenheat Gas Pty Ltd

Website

https://kleenheat.com.au

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

251–500 employees

Short description

Kleenheat is a Western Australian natural gas retailer and Wesfarmers subsidiary serving residential and business customers across the ATCO Gas distribution network from Geraldton to Busselton. It also supplies contestable electricity, operates the Kleenheat Spark solar and battery referral platform, and anchors its offer with Flybuys, RAC, and OnePass loyalty partnerships.

Ownership category

akta.pro rank

Product category

Natural Gas Retail

NAICS

Natural Gas Distribution (22121)

SIC

Natural Gas Transmisison & Distribution (4923)

akta.pro primary industry

Natural Gas Retail Supplier (Competitive) Marketing & Sales (EUAAADAB)

akta.pro secondary industries

Competitive Retail Natural Gas Supply (Residential & SMB) (EUAGABAC), Natural Gas Retail Supply (Residential & SMB) (EUAGAGAD), Residential Natural Gas Sales & Customer Growth (EUAAADAD)

Keywords

• Natural gas retail
• Residential energy supply
• Business electricity supply
• Solar battery referrals
• Energy utility services

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Natural Gas Retail: Kleenheat purchases natural gas from WA producers, resells it to residential and business customers connected to the ATCO Gas distribution network in Western Australia. Customers are billed quarterly based on meter readings, with monthly instalment options available. No lock-in contracts or exit fees.
2. Electricity Retail (Contestable Customers): Kleenheat supplies electricity to contestable business customers in WA who spend more than $1,000 per month on electricity. Pricing includes peak and off-peak tariffs, with dedicated account management.
3. Kleenheat Spark (Solar & Battery): Kleenheat Spark is a solar and battery referral/platform service where the company facilitates connections between customers and third-party solar installers. Revenue may come from referral fees or partnerships with installation providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Kleenheat purchases natural gas from Western Australian producers and resells it to residential and business customers connected to the ATCO Gas distribution network across WA (Geraldton to Busselton). It also supplies electricity to contestable business customers spending more than $1,000/month and operates Kleenheat Spark, a solar and battery referral platform connecting customers with third-party installers. Customers are billed on usage-based pricing with no lock-in contracts or exit fees.

Product overview

Kleenheat is a Western Australian natural gas retailer offering a portfolio of energy products and services. Its core offerings include residential and business natural gas supply, with no lock-in contracts or exit fees, and electricity supply for businesses. The company also operates Kleenheat Spark, a solar and battery comparison platform that connects customers with third-party solar providers. Additional services include a Carbon Offset Program and My Account, a customer self-service portal. Kleenheat differentiates through loyalty partnerships with Flybuys, RAC, and OnePass, offering customers rewards points and exclusive discounts. The company serves homes connected to WA's natural gas distribution network spanning Geraldton to Busselton.

Differentiator

Problem solved

Functional benefit

Brands

• Kleenheat Spark: Solar and battery products and services offered by Kleenheat

Products and services

• Natural Gas (Residential) Residential natural gas supply for homes in Western Australia, offering various gas plans with no lock-in contracts or exit fees. Customers can earn Flybuys points and access discounts via RAC and WA Seniors Card partnerships.
• Natural Gas (Business) Natural gas supply services tailored for business customers in Western Australia, with dedicated account managers providing tailored energy solutions including new meter connections, meter upgrades, and billing support.
• Electricity for Business Electricity supply services for small and large businesses in Western Australia, with contestable customers (those spending over $1,000/month) able to choose Kleenheat as their electricity supplier. Includes peak and off-peak tariff options.
• Kleenheat Spark Solar and battery product comparison platform offering three personalized solar package recommendations. Connects customers with top solar providers in Western Australia, with state and federal incentives available.
• Carbon Offset Program Optional program allowing customers to compensate for emissions resulting from their household's use of natural gas through carbon offsets.
• My Account Online customer self-service platform enabling account management, bill payments, usage history viewing, direct debit setup, moving house notifications, and reward activation. Includes multi-factor authentication for security.

Quantifiable outcome

• Save 35% off natural gas usage charges for 12 months (general offer); 39% off for WA Seniors Card holders
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Eight partnerships are on record, tiered core and secondary.

• ATCO Gas AustraliacoreStrategic or Co-development PartnerATCO Gas Australia owns, operates, and maintains the natural gas distribution network in WA (~14,500 km of underground pipelines supplying ~800,000 homes). Kleenheat works closely with ATCO for meter readings, connections, disconnections, and network maintenance. ATCO handles gas emergencies (leaks, faults) at 13 13 52. Kleenheat relies on ATCO for the physical delivery infrastructure of its core product.
• RAC (Royal Automobile Club of Western Australia)coreGTM or Marketing PartnerKleenheat partners with RAC to offer RAC members an additional 3% off natural gas usage charges. RAC members can link their membership number via My Account to activate the discount. RAC is a major WA membership organisation, providing Kleenheat with access to a large pool of potential and existing customers through cross-promotion.
• FlybuyscoreGTM or Marketing PartnerKleenheat partners with Flybuys (Australia's most popular loyalty program) to allow natural gas customers to earn 1 Flybuys point per $1 spent on natural gas. Points can be redeemed for homewares, tech gadgets, travel experiences, gift cards, and more, or converted to Flybuys dollars for retail stores. This partnership drives both acquisition and retention.
• OnePasssecondaryGTM or Marketing PartnerKleenheat offers new customers a free 12-month OnePass membership (valued at $40/year thereafter) as part of sign-up promotions. OnePass provides free delivery and shopping benefits from Australian retailers, adding additional value to Kleenheat's gas offer.
• Fremantle Dockers Football ClubcoreGTM or Marketing PartnerKleenheat is an Official Partner (Club Sponsor) of the Fremantle Dockers AFL and AFLW teams. The partnership includes customer perks such as 10% off Fremantle Dockers merchandise, exclusive ticket offers, and competition giveaways. The expanded AFLW partnership supports women's sport in WA. The alignment is between two challenger WA brands.
• Telethon Community CinemassecondaryGTM or Marketing PartnerKleenheat supports Telethon Community Cinemas, which has raised over $13.6 million for WA children's charities since 1997. Kleenheat customers receive exclusive ticket offers during the cinema season at Perth venues (Murdoch, Joondalup, Bassendean, Burswood).
• Good Food & Wine ShowsecondaryGTM or Marketing PartnerKleenheat is a proud sponsor of the Good Food & Wine Show in Perth. Kleenheat customers receive exclusive benefits such as free tasting glasses and Kleenheat gifts for the first 500 attendees each day of the show.
• Western PowercoreStrategic or Co-development PartnerWestern Power owns and operates the electricity distribution network in WA. Kleenheat works with Western Power to facilitate electricity supply to contestable business customers. Western Power is the emergency contact for electricity faults and outages (13 13 51).

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Shell Energy Australia: Australian energy retailer (incorporating Powershop and formerly Shell's retail book) selling gas and electricity to households and businesses. Comparable multi-product retail model, with similar competitive overlap in contestable business segments.
• ATCO Gas Australia: Owns and operates the 14,000+ km natural gas distribution network in WA that Kleenheat retails on, and also sells gas directly to customers. Functions as both infrastructure partner and direct retail competitor, making it the most strategically intertwined peer.
• AGL Energy: Australia's largest listed energy retailer, selling natural gas and electricity to residential and business customers nationwide, including in Western Australia. Directly comparable business model (gas + electricity retail, customer-service-led) at a national scale.
• Origin Energy: Large ASX-listed Australian energy retailer (and energy generator) selling gas and electricity to residential and business customers across multiple states. Comparable multi-product, multi-segment energy retail model and a major retail competitor wherever it operates.
• Alinta Energy: Major Australian gas and electricity retailer with a particularly strong Western Australia presence (originated as a WA gas distributor). Closest national competitor in the WA residential and business gas market and a directly comparable competitive set.
• EnergyAustralia: One of Australia's largest energy retailers, owned by CLP Group, selling electricity and gas to residential and business customers. Closely comparable business model and product set (gas + electricity retail with customer-service and loyalty programs).
• Red Energy: Australian retail energy provider owned by Snowy Hydro, selling gas and electricity to residential and business customers in multiple states. Comparable customer-acquisition and account-management approach, and a relevant competitor in the contestable market.
• Simply Energy: Major Australian gas and electricity retailer owned by ENGIE, serving residential and business customers across multiple states. Highly comparable business model, scale, and product mix to Kleenheat's multi-product retail offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/kleenheatgas
• Facebookfacebook.com/kleenheat
• Instagraminstagram.com/kleenheat
• Xx.com/kleenheat
• LinkedInlinkedin.com/company/wesfarmers-kleenheat-gas

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 Kleenheat