TrickleStar
TrickleStar (SGX: CYW) manufactures energy-efficient smart hardware, including Advanced PowerStrips, SensorClick variants, surge protectors, and a Wi-Fi water heater controller, selling through DTC e-commerce, utility programs, enterprise field sales, and reseller channels across North America and Asia.
- Company typePublic
- Founded2007
- HeadquartersKuala Lumpur, Malaysia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What TrickleStar does
TrickleStar is a Singapore Exchange-listed public company (ticker: CYW) founded in 2007 that designs and manufactures energy-efficient smart hardware for residential, commercial, and utility customers. Its core technology platform is the Advanced PowerStrip, available in Tier 1 (current-sensing) and Tier 2 (multi-sensor with IR, motion, and auto-threshold detection) variants, complemented by the SensorClick sub-brand (motion, light-level, and timer variants), ceramic-encased MOV surge protectors, and a TAA-compliant GSA line for government procurement. The portfolio extends beyond plug-load control into a Wi-Fi Electric Water Heater Controller (TS2301) that integrates with Google Home, Amazon Alexa, and Virtual Peaker's DERMS platform via the Gravity Connect API, plus the TS2602 Advanced Keyboard — claimed to be the world's first keyboard with integrated radar sensing for workstation-level energy management. Manufacturing is centered at the company's Malaysian headquarters (TrickleStar (M) Sdn Bhd), with US sales and warehousing in Grand Rapids, Michigan, and a Delaware corporate entity.
The business model is primarily one-time hardware sales with no recurring software fees. TrickleStar operates four parallel go-to-market motions: direct-to-consumer and SMB e-commerce through its Shopify storefront, enterprise field sales to corporate offices (quantifying savings of up to 200+ kWh per workstation annually), B2B sales to utility companies for demand-side management and rebate programs where products are positioned as stackable measures, and a reseller/distributor channel program. Customer segments span utilities (e.g., Michigan PSC recognition of Tier 2 APS at 307.1 kWh/yr), businesses (enterprise energy efficiency), and homes (phantom load reduction). Cumulative scale claims include 7+ million products installed globally and 20+ billion kWh saved. The company has no disclosed parent, no recent funding rounds, and reports through Singapore regulatory channels as a publicly traded small-cap.
TrickleStar firmographics
Firmographics- Name
- TrickleStar
- Legal name
- TrickleStar Inc.
- Website
- https://tricklestar.com
- Company type
- Public
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TrickleStar (SGX: CYW) manufactures energy-efficient smart hardware, including Advanced PowerStrips, SensorClick variants, surge protectors, and a Wi-Fi water heater controller, selling through DTC e-commerce, utility programs, enterprise field sales, and reseller channels across North America and Asia.
- Ownership category
- akta.pro rank
TrickleStar industry classification
Industry- Product category
- Smart Power Management Devices
- NAICS
- Relay and Industrial Control Manufacturing (335314)
- SIC
- Electric Housewares & Fans (3634)
- akta.pro primary industry
- Surge Protectors & Power Strips (SPD) (HDACAJAB)
- akta.pro secondary industry
- Power Protection & Power Conditioning (Surge Protectors, UPS for Consumer Devices) (CRACATAJ)
Keywords
Where TrickleStar is headquartered
LocationHeadquarters
- HQ city
- Kuala Lumpur
- HQ country
- Malaysia
- HQ region
- Asia
Offices3 records
Markets served
TrickleStar business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Hardware Product Sales: Direct-to-consumer and B2B sales of energy efficiency hardware products including Advanced PowerStrips, surge protectors, keyboards, and accessories. Products sold through e-commerce storefront and channel partners with one-time purchase pricing.
- Utility Program Partnerships: Supply of products to utility companies for demand-side management programs, energy efficiency portfolios, and rebate programs. Products are deployed at scale to residential and commercial customers through utility partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Tier 1 Advanced PowerStrips - 4 to 12 outlet models |
| One time/ perpetual license | Pay-as-you-go | Advanced Keyboard with Radar Sensing |
| One time/ perpetual license | Pay-as-you-go | Surge Protectors |
| One time/ perpetual license | Pay-as-you-go | SensorClick Motion Sensor Products |
| One time/ perpetual license | Pay-as-you-go | SensorClick Timer Products |
| One time/ perpetual license | Pay-as-you-go | SensorClick Light Level Sensor Products |
| One time/ perpetual license | Pay-as-you-go | Tier 2 Advanced PowerStrips |
| One time/ perpetual license | Pay-as-you-go | GSA/TAA Compliant Products |
| One time/ perpetual license | Pay-as-you-go | Specialty Products |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
TrickleStar product offering
Product offeringCore offering
TrickleStar designs, manufactures, and sells energy-saving smart power management devices—primarily Advanced PowerStrips, surge protectors, sensor-activated power strips, and appliance controllers (e.g., keyboard, water heater controller)—that automatically cut standby power and protect connected electronics. The company distributes these products to utilities, businesses, and individual consumers through utility programs, resellers, enterprise sales, and its own e-commerce site.
Product overview
TrickleStar offers a comprehensive portfolio of energy-efficient smart devices centered on Advanced PowerStrip technology with multiple tiers and sensor options. The core product lines include Tier 1 Advanced PowerStrips (current-sensing units for peripheral device control), Tier 2 Advanced PowerStrips (multi-sensor technology with IR and motion detection for enhanced energy management), and the SensorClick sub-brand featuring motion sensor, light-level sensor, and timer variants. Supporting products include the TS2602 Advanced Keyboard with radar sensing technology, Electric Water Heater Controller for smart water heating, DryerSaver, Plug-in Energy Monitor, Surge Protectors, PowerSwitch, and accessories like TAV-Link Multi-Sensor and Cable. The portfolio also includes GSA-compliant products for government procurement. The company integrates with Virtual Peaker's DERMS platform via Gravity Connect API and supports Google Home and Amazon Alexa for smart home control. Products target residential homes, commercial businesses, and utility demand-side management programs.
Differentiator
Problem solved
Functional benefit
Brands
- SensorClick: Advanced PowerTap and PowerStrip product line with smart sensor technology including motion sensors, light-level sensors, and timer foot switches for automated power management
- TAV-Link
- DryerSaver
- Plugload
- TAA Compliant Series
Products and services
- Advanced PowerStrip (Tier 1 / Tier 2) Tiered Advanced PowerStrips that automatically cut standby/phantom load for connected electronics; targeted at home entertainment, home office, and workstation energy savings.
- SensorClick Power Strip Sensor-activated power strip that uses presence/occupancy detection to control power delivery to connected loads; intended for energy savings and convenience in homes and offices.
- Advanced Keyboard TrickleStar-branded computer keyboard offered as part of the company's broader energy-aware computing product family.
- Electric Water Heater Controller Smart controller for electric water heaters that manages power to reduce standby energy use; targeted at residential and utility energy-efficiency programs.
- Surge Protectors Surge protector lineup using TrickleStar's ceramic-encased MOV technology to protect connected electronics from voltage spikes.
Quantifiable outcome
- 7+ million energy-saving products installed globally
- +5 more outcomes
Companies that use TrickleStar
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
TrickleStar technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature7 records
TrickleStar partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Virtual PeakercoreVirtual Peaker, a cloud-based SaaS company providing distributed energy resource management (DERMS) solutions, integrated their Shift platform with Gravity Connect open-spec API and TrickleStar's water heater controller devices. This partnership enables utilities to apply machine learning and real-time control to optimize DER initiatives, transforming standard water heaters into smart Wi-Fi-enabled devices without requiring new equipment purchases.
Scale indicators14 records
Recent moves6 records
Expansion highlights5 records
TrickleStar competitors and assessment
Company assessmentDirect peers
- Smart Strip Energy: Smart Strip pioneered current-sensing Advanced PowerStrips to eliminate phantom loads, making it the closest direct competitor to TrickleStar's Tier 1 APS and SensorClick motion-sensor product family.
- Belkin International: Belkin is a leading manufacturer of surge protectors, power strips, and smart home devices (Wemo). It competes directly with TrickleStar across consumer power management and smart home energy categories.
- Eve Systems: Eve Systems builds HomeKit-based smart plugs, energy monitors, and home automation devices. Its Eve Energy smart plug directly competes with TrickleStar's smart power strips in the smart home energy management category.
- Wemo (Belkin brand): Wemo is Belkin's smart home brand selling Wi-Fi smart plugs, switches, and lighting — directly competing with TrickleStar's smart power strips and energy-management products in the consumer smart home channel.
- TP-Link (Kasa Smart): Kasa Smart (TP-Link's smart home brand) sells smart plugs, power strips, and energy-monitoring devices to consumer and small business buyers — directly comparable to TrickleStar's Tier 1/Tier 2 APS and SensorClick lines.
- P3 International (Kill A Watt): P3 International's Kill A Watt is the consumer-standard plug-in energy monitor — directly comparable to TrickleStar's TS2003 Plug-in Energy Monitor in functionality and target buyer.
Emerging players
- Sense (energy monitor): Sense provides whole-home energy monitoring devices and an app platform for residential consumers. It is adjacent to TrickleStar's Plug-in Energy Monitor but competes in the broader residential energy visibility category.
- Aquanta: Aquanta makes smart water heater controllers that connect to utility DERMS platforms — a direct functional comparison to TrickleStar's TS2301 Wi-Fi Electric Water Heater Controller and the Virtual Peaker integration use case.
Broad incumbents
- Leviton: Leviton is a large incumbent manufacturer of electrical wiring devices including smart switches, dimmers, and surge-protected receptacles. It overlaps with TrickleStar on surge protection and smart outlet functionality but at a much broader portfolio scale.
- Lutron Electronics: Lutron is an established leader in lighting controls, smart switches, and energy management solutions. While focused on dimming/lighting, its Caséta and RA platforms compete for the same workplace and residential energy-efficiency budget as TrickleStar's APS lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
TrickleStar social profiles
Digital presenceTrickleStar compliance and trust
Trust signalCompliance2 records
TrickleStar financial estimates
Financial estimateRevenue estimate
Valuation estimate
TrickleStar leadership team
Management profileNumber of profiles
Profiles7 records
TrickleStar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TrickleStar 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 TrickleStar
What does TrickleStar do?
TrickleStar designs, manufactures, and sells energy-saving smart power management devices—primarily Advanced PowerStrips, surge protectors, sensor-activated power strips, and appliance controllers (e.g., keyboard, water heater controller)—that automatically cut standby power and protect connected electronics. The company distributes these products to utilities, businesses, and individual consumers through utility programs, resellers, enterprise sales, and its own e-commerce site.
Is TrickleStar a public or private company?
TrickleStar is a public company. It is classified as public and is currently operating.
When was TrickleStar founded?
TrickleStar was founded in 2007. It employs 11 to 50 people.
Where is TrickleStar based?
TrickleStar is headquartered in Kuala Lumpur, Malaysia, in the Asia region.
How does TrickleStar make money?
Two revenue lines are on record. Hardware Product Sales are the primary driver. The others are utility Program Partnerships.
Who are TrickleStar's main competitors?
Direct peers on record are Smart Strip Energy, Belkin International, Eve Systems, Wemo (Belkin brand), TP-Link (Kasa Smart) and P3 International (Kill A Watt). Emerging players are Sense (energy monitor) and Aquanta. Broad incumbents are Leviton and Lutron Electronics.
Does TrickleStar have an API?
Yes. TrickleStar integrates with Virtual Peaker's DERMS suite (Shift) via Gravity Connect open-spec API. This integration enables utilities to apply machine learning and real-time control to optimize and scale DER (Distributed Energy Resources) initiatives. The API integration allows TrickleStar's Electric Water Heater Controller to be managed through Virtual Peaker's distributed energy platform, enabling utilities to control residential hot water supply and optimize heating to synchronize with utility and solar generation systems.
What industry is TrickleStar in?
TrickleStar's product category is Smart Power Management Devices. Its primary akta.pro industry code is HDACAJAB, Surge Protectors & Power Strips (SPD), with a secondary code of CRACATAJ, Power Protection & Power Conditioning (Surge Protectors, UPS for Consumer Devices). Its NAICS code is 335314 and its SIC code is 3634.