Reshaping the customer experience – highway of innovation trends

Utilities are under growing pressure to meet sustainability goals while keeping customers engaged. From personalised tariffs to lifestyle bundles and community renewables, B2C innovation is accelerating, proving that climate responsibility and customer value can go hand in hand. According to the International Energy Agency’s State of Energy Innovation, global momentum is building across markets as utilities respond to new customer expectations and the drive to decarbonise.

In Gentrack’s Highway of Innovation Catalogue, we highlight how energy retailers across the globe are reimagining their customer propositions. While many of the 60+ utilities Gentrack works with feature in the catalogue, we also showcase the wider industry, revealing the diverse ways providers are reshaping the customer experience and responding to shifting expectations.

Personalised time-of-use tariffs – Scottish Power, UK

Highway of Innovation catalogue:  page 43

With energy demand peaks becoming more complex, utilities are rolling out personalised, real-time tariffs. These are designed to help customers save money while encouraging load shifting to greener hours. This approach helps households cut bills while reducing stress on the grid. For example, Scottish Power’s Power Saver service rewards customers for using electricity during periods of lower demand or higher renewable availability.

Bundled services that add everyday value – AGL, Australia

Highway of Innovation catalogue:  page 40

Leading providers are moving beyond “commodity energy” to bundle services like home insurance, broadband, EV charging, or smart home monitoring into one package. This creates stronger customer relationships and brings utilities closer to the lifestyle needs of their consumers. AGL in Australia has gone a step further with its Netflix Plan, which includes a streaming subscription as part of the energy package, showing how everyday value-adds can help retain and attract customers.

Community-led renewables and rewards – EnergyAustralia

Highway of Innovation catalogue:  page 110

Utilities are tapping into local identity by connecting customers directly to renewable projects in their area. Whether it is buying a share in a solar farm or earning rewards for supporting neighbourhood battery storage, these offers strengthen community ties while accelerating decarbonisation. EnergyAustralia’s Community Battery Ease plan is a strong example, making renewable energy accessible to renters and apartment dwellers by integrating community batteries into local neighbourhoods.

Shaping the future of customer engagement

Energy providers are moving beyond commodity supply to create services that add everyday value and respond to changing customer expectations. These examples show that innovation is not only about technology, but also about designing propositions that bring flexibility, relevance, and stronger connections with the people they serve. The future of retail energy will be shaped by how well utilities adapt to these shifts.

Download the latest Highway of Innovation – Energy Catalogue to see how peers are adapting to customer expectations and the energy transition, with real-world examples to guide future strategies.