Australian Energy Startups Collaborate for Comprehensive Electrification Solutions
Two Australian companies, both dedicated to promoting consumer-driven approaches to renewable energy, have come together following the acquisition of leading solar and battery comparison service Solar Choice by the emerging renewable energy retailer Flow Power. This collaboration, which has gained financial support from Canadian pension fund OPTrust, reflects a trend in the market similar to the previous year’s acquisition of Solar Quotes by Origin Energy.
As a result of this partnership, Flow’s retail electricity customers can now easily access Solar Choice’s extensive expertise in consumer energy resources, enabling them to compare quotes from a curated selection of trusted installers. In turn, Solar Choice will maintain its independence as a comparison and tendering service for solar, battery, and electrification solutions, while also providing its customers with “streamlined access” to Flow’s innovative retail plans focused on solar and battery technology.
A Shift in Energy Retailing
Flow made its entry into the energy retail market in 2009, primarily catering to commercial and industrial clients with renewable supply agreements and, more recently, its own solar and battery projects. As the company has expanded, it has begun to tap into the competitive residential electricity market, aiming to enable households to engage actively in the energy transition.
Last year, Flow introduced what it hailed as Australia’s first “technology integrated” electricity plan, which features a completely renewable power supply at a consistent rate, alongside opportunities for bill discounts by aligning home solar consumption and storage with wholesale market requirements. This innovative plan comes with an app that informs users about fluctuating energy prices and provides remote control of devices connected to Flow’s smart plugs, as well as an Energy Forecast feature to help plan energy-intensive activities like electric vehicle charging.
Empowering Consumers in the Energy Market
Matthew van der Linden, the CEO and founder of Flow Power, expressed that the “Flow Home” product was designed to enhance how consumers interact with their energy usage while maximising their benefits. In a recent statement, van der Linden indicated that the collaboration with Solar Choice is very much in line with this vision.
“This partnership is about empowering more households and businesses to electrify confidently and continually gain value from their systems through retail plans that adjust to real market signals,” he noted. Van der Linden also recognised Solar Choice’s two-decade-long trusted role in Australia’s rooftop solar and battery market, asserting that their combined efforts strengthen the pathway from asset selection and installation to more intelligent energy retailing.
A Legacy of Clean Energy Innovation
Angus Gemmell, the founder and outgoing chairman of Solar Choice, remarked that the partnership represents the combined 47 years of experience both companies bring in pioneering the clean energy transition, promising a bright future for addressing the wide-ranging electrification needs of Australian homes and businesses. Gemmell pointed out that Solar Choice has significantly contributed to the consumer energy landscape, influencing one in ten solar homes in Australia since its inception in 2008.
Reflecting on the origins of the company, Gemmell shared a memory from 2008 at Manly Beach, where the vision of enabling more Australians to adopt solar energy first took root. “The goal was to create a platform for market transparency that would help consumers make informed choices while concurrently generating substantial opportunities for some of the nation’s most reliable installers,” he explained.
With innovative technological solutions and a strong reputation for impartiality, Solar Choice has garnered the trust of numerous quality installers who contribute product, pricing, and warranty details to its central database. Outgoing CEO Jeff Sykes highlighted Flow’s respect for Solar Choice’s independent role in the solar and battery markets as a key impetus for the newly formed partnership.
“Our installer partners and customers can be assured that our independence will remain intact. This collaboration empowers us to amplify our impact and accelerate Australia’s transition to cleaner energy in a significant way,” Sykes stated.
Moreover, Gemmell mentioned that Solar Choice’s ongoing solar farm projects will remain distinct from the recent acquisition, including their partnership with Genex to develop the 2 gigawatt Bulli Creek Clean Energy Park.
As Solar Choice looks towards the future, Gemmell aims to continue the spirit of innovation that marked its beginnings and expresses excitement about observing the transformation of rooftops that have embraced solar energy over the past 17 years.
