First Choice Utilities

What First Choice Utilities does

First Choice Utilities is an independent renewable energy consultancy headquartered in Gateshead, UK, operating across the UK and Ireland. The firm provides four core service lines: energy procurement through a broker panel of 30+ suppliers, ongoing account management under subscription, a proprietary Energy Management Software (EMS) platform with live data monitoring and consumption alerts, and professional services for renewable installations including solar PV, EV charging, battery storage, voltage optimisation and LED lighting.

The company was founded by directors with over 30 years of experience in the energy sector, with Anthony Anderson serving as Managing Director. First Choice Utilities operates with a small team (11–50 employees) and is privately held with no disclosed external funding, suggesting a bootstrapped, founder-led operating model. The EMS platform represents the technology layer, providing customers with continuous visibility into energy consumption patterns and automated alerting, differentiating the consultancy from pure-play brokers.

Revenue is generated through three mechanics: commission or fees from energy suppliers on contracted procurement volumes, recurring subscription fees for account management services, and project-based professional services for renewable installations. Customer segments are not specifically disclosed, though the firm's service mix targets commercial and SME energy users across the UK and Ireland. The company has invested in regional brand visibility through multi-sport sponsorships (Cardiff City FC, Scarlets Rugby, Hamilton Academicals, Crusaders FC, Queens Park RFC), though these appear to be marketing relationships rather than disclosed client accounts.

Name

First Choice Utilities

Legal name

First Choice Utilities LTD

Website

https://firstchoice-utilities.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

First Choice Utilities is an independent UK and Ireland energy consultancy offering procurement brokerage across 30+ suppliers, subscription account management, an EMS monitoring platform, and renewable installation services to commercial and SME customers.

Ownership category

akta.pro rank

Product category

Energy Consultancy Services

NAICS

Utilities (22)

SIC

Electric, Gas & Sanitary Services (4900)

akta.pro primary industry

Aggregation Services (Load Aggregation, Community Choice, Buyer Pools) (EUAGAEAC)

akta.pro secondary industry

Retail Billing, Customer Care & CIS/BSS Operations (for Residential/SMB) (EUAGABAK)

Keywords

• Commercial energy procurement
• Energy consultancy services
• Renewable energy solutions
• Energy efficiency products
• Sustainability advisory

Headquarters

HQ city

Sunderland

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Energy Procurement Services: Commission and fees from energy suppliers for procuring energy contracts on behalf of business customers. The company purchases energy in bulk and in advance to secure better rates from over 30 commercial energy suppliers.
2. Account Management Services: Ongoing account management services including bill validation, KVA analysis, legislation updates, and contract management for energy accounts.
3. Energy Reduction Solutions Installation: Arranging and managing installation of energy reduction measures such as LED lighting, voltage optimisation, battery storage, solar PV, EV charging, and renewable heating systems. Can include fully funded options for customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

First Choice Utilities is an independent B2B renewable energy consultancy that procures commercial energy and water on behalf of business customers via bulk and forward purchasing across a network of 30+ suppliers. It provides ongoing dedicated account management, regulatory compliance advisory, and arranges installation of energy reduction and renewable measures (Solar PV, LED lighting, EV charging, biomass, heat pumps, battery storage, voltage optimisation), supported by an in-house Energy Management Software (EMS) platform for monitoring, controls and automated alerts.

Product overview

First Choice Utilities offers an integrated portfolio of energy consultancy services and renewable energy products. The core offering centers on energy procurement (bulk purchasing from 30+ suppliers) and account management, supported by the proprietary EMS Software platform for live/historical energy monitoring and automated controls. This platform connects with sensors and controls for remote circuit management. The product suite encompasses renewable energy generation products (Solar PV, Biomass, Renewable Heating with air/ground source heat pumps), energy efficiency solutions (LED Lighting, Voltage Optimisation, Battery Storage), EV charging infrastructure, water procurement, and analytics services (KVA & Data Analysis). All services are delivered through dedicated account managers backed by 30+ years of industry experience, with funding options available for various energy reduction measures.

Differentiator

Problem solved

Functional benefit

Products and services

• Account Management

Quantifiable outcome

• Average 30% savings on energy costs for customers
• +4 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• AFC Telford United FoundationcoreGTM or Marketing Partner · 2 December 2024Foundation partner supporting AFC Telford United. Partnership enables the foundation to continue delivering 32 community programs positively impacting thousands of people across Telford & Wrekin. FCU also provides electricity cost savings.
• Cardiff City Football ClubcoreGTM or Marketing Partner · 29 September 2023Extension of partnership with Cardiff City FC. First Choice Utilities is official Academy Partner with logo appearing on kits of youngest City teams from U8 to U18 side. Partnership supports youth development both on and off the pitch.
• Scarlets Women RugbycoreGTM or Marketing Partner · 3 January 2023Extension of Scarlets partnership to support Women's Rugby in West Wales. FCU provides funding and front of kit sponsorship for the 2022/2023 season.
• Scarlets RugbycoreGTM or Marketing Partner · 28 July 2022Scarlets partnered with First Choice Utilities for carbon-neutral energy supplies and long-term environmental sustainability. FCU helps secure energy savings allowing Scarlets to invest in other energy reduction and sustainability innovations.
• County in The CommunityminorOthers · 31 July 2021Partnership to support County in The Community with initiatives in Newport area including disability sports, prison reform through football, literacy programs, and youth development programs affecting tens of thousands of people.
• Hamilton Academicals Football ClubcoreGTM or Marketing Partner · 5 January 2021Official sponsor of Hamilton Academical Youth Academy supporting youth football development. Partnership aims to help support development in youth football.
• Forest Green Rovers CommunityminorOthers · 12 November 2020Partnership to actively support vision and mission of inspiring sustainable change in communities. Shared passion for Green Energy generation and sustainability matched with sustainability of communities.
• Energy Suppliers (30+)coreChannel Partner/ Reseller/ DistributorPartnership network of over 30 industry leading and reputable energy suppliers. FCU acts as an intermediary purchasing energy in bulk for customers. Some suppliers only offer pricing through agencies like FCU.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Powerstar: UK-based provider of voltage optimisation, energy storage, and solar solutions for commercial customers. Powerstar is an FCU partner (referenced on the FCU website) and a comparable product supplier operating in the same energy efficiency installation niche.
• Inspired Energy: UK-based energy management consultancy offering commercial energy procurement, carbon services, and energy reduction solutions. Similar SMB-focused go-to-market, multi-supplier procurement model, and bundled advisory offering make it a close direct peer to FCU.
• Crown Gas & Power: UK commercial gas and electricity broker serving SMEs and larger commercial customers through multi-supplier procurement. Comparable to FCU's core procurement and account management model for UK business energy customers.
• Inenco Group: One of the largest UK energy management consultancies, providing commercial energy procurement, energy reduction solutions, and sustainability advisory to businesses. Directly comparable business model to FCU: bulk procurement from multiple suppliers, account management, and installation of energy efficiency measures for UK commercial customers.

Broad incumbents

• E.ON UK: Major UK energy supplier serving residential, commercial, and industrial customers with electricity, gas, and energy solutions including solar, EV charging, and efficiency services. Comparable on commercial supply and energy reduction offerings though much broader in scope than FCU's independent advisory focus.
• British Gas: Largest UK energy supplier (Centrica) offering commercial gas, electricity, and increasingly renewable and EV solutions. Overlaps with FCU across procurement, green supply, and energy efficiency but operates as a vertically integrated incumbent rather than an independent consultancy.
• EDF Energy: One of the UK's Big Six energy suppliers offering commercial electricity, gas, and energy services including procurement support and renewable supply. Overlaps with FCU's procurement and green energy offerings but serves commercial customers as part of a much wider portfolio.
• Octopus Energy: Major UK energy supplier increasingly offering commercial procurement, smart tariffs, and renewable supply to businesses. A broad incumbent with overlapping capabilities (green supply, account management, EV tariffs) but at much greater scale and not specialized in the UK SMB independent brokerage niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/FirstChoiceUtil
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/first-choice-utilities

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 First Choice Utilities