Lexi Webster
Australia's energy market has over 40 electricity retailers, but it's not always clear which ones are Australian-owned. Foreign ownership doesn't guarantee inferior service, but many consumers prefer supporting local businesses and keeping profits in the country. Amber Electric, a newcomer in the energy sector, is Australian-owned and headquartered in Melbourne. With a unique business model, Amber offers wholesale energy prices for a monthly subscription, aiming to reduce customer electricity costs.
| Characteristics | Values |
|---|---|
| Australian-owned | Yes |
| Founded | 2017 |
| Founders | Chris Thompson and Dan Adams |
| Headquarters | Melbourne |
| Area served | VIC, SA, NSW, ACT, SE QLD |
| Renewable energy | Yes |
| Customer satisfaction | 70% |
| Customer complaints | 0.5% |
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What You'll Learn
Amber Electric is Australian-owned
The company is unique in that it charges a flat fee and passes wholesale electricity prices directly to the customer. This includes wholesale energy costs, hedging costs, network charges, metering costs, environmental costs, and carbon offset costs. Amber Electric also offers 100% renewable electricity plans.
Amber Electric is not part of the Climate Active government scheme, and in 2021-22, 0.5% of its customers made complaints against the company, according to the Australian Energy Regulator. The company had the fastest call response time of any energy company in the ACT, NSW, South East Queensland, South Australia, and Victoria over the past 12 months.
Amber Electric is a relatively young company, having been established in 2019. With its headquarters in Melbourne, the company currently has just over 13,000 customers, making it the smallest of the two top-performing energy retailers in the ACT, the other being Diamond Energy.
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Amber's business model and customer value proposition
Amber Electric is an Australian-owned electricity retailer with a unique business model that sets it apart from traditional electricity providers. The company was founded in 2017 by two Australians, Chris Thompson and Dan Adams, with the goal of helping households unlock the true value of the energy market and accelerate the transition to renewable energy.
Business Model
Amber Electric's business model revolves around providing customers with direct access to wholesale electricity prices. By doing so, customers can take advantage of market fluctuations and secure the best possible rates for their electricity consumption. In addition, Amber Electric offers a range of tools and resources to help customers understand and manage their electricity usage, providing insights and recommended actions for cost savings. The company also provides personalized email newsletters, tailored to each customer's preferences and consumption patterns.
Another key aspect of Amber Electric's business model is its commitment to renewable energy. The company partners with renewable energy suppliers to ensure that customers have access to clean, sustainable energy. By offering electricity sourced from renewable sources, Amber Electric enables its customers to contribute to a more sustainable future and reduce their carbon footprint.
Customer Value Proposition
The customer value proposition of Amber Electric lies in its ability to provide customers with access to wholesale energy prices, helping them reduce their electricity costs. With a flat-fee structure, the company's incentive is aligned with its customers' interests, as they can save money by shifting their energy use to times when energy is cheapest and greenest. Additionally, customers can automatically export their stored battery and EV energy for the highest earnings, just like large energy generators.
Amber Electric also offers value to environmentally conscious consumers who prioritize sustainability. By sourcing electricity from renewable energy partners, the company provides customers with access to clean energy options, enabling them to reduce their environmental impact. The company's smart metering technology further optimizes operations and provides valuable insights to customers about their energy usage.
Overall, Amber Electric's customer value proposition is built on offering customers the ability to save money, contribute to a sustainable future, and make informed decisions about their electricity usage through innovative technology solutions.
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Amber's renewable energy goals
Amber Electric, an Australian-owned company, was founded in December 2017 by two Australians, Chris Thompson and Dan Adams. The company's goal is to accelerate the renewable energy transition and put money back into customers' pockets by using home energy technology.
Amber is unique in the energy market, as it is the only Australian electricity retailer with an open API that gives customers access to their data. It also offers a flat fee structure, which means its only incentive is to help customers reduce their electricity costs.
The company has secured grants and investments to support its renewable energy goals. For example, it received a grant from the SA Government to run an automated demand response program and launched a beta SmartShift program in collaboration with the SA Government. Additionally, the Australian Renewable Energy Agency (ARENA) is investing $3.2 million in Amber's EV smart charging and V2G optimisation project, which aligns with Amber's vision for the renewable energy revolution.
Amber's business model is based on providing wholesale electricity prices directly to customers, including wholesale energy costs, hedging costs, network charges, metering costs, environmental costs, and carbon offset costs. The company operates in VIC, SA, NSW, ACT, and SE QLD and has a customer base of just over 13,000.
Amber's customers can shift their energy use to times when energy is cheapest and greenest, and they can automatically export their stored battery and EV energy for the highest earnings possible. The company also offers a SmartShift program, which helps customers save money on their power bills while taking action on climate change.
In addition to serving residential customers, Amber also supports businesses in reducing their carbon output and creating robust Net Zero strategies. They provide businesses with truly renewable energy sources through exclusive access to Power Purchase Agreements (PPAs). Amber also offers SME Energy Procurement services, allowing businesses to benefit from flexible purchasing strategies.
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Other Australian-owned energy companies
Amber Electric is Australian-owned and has its headquarters in the country. It is a relatively new company, founded in 2017 by two Australians, Chris Thompson and Dan Adams, with the goal of using home energy technology to put money back into customers' pockets and accelerate the renewable energy transition.
There are several other Australian-owned energy companies, including:
- Diamond Energy: This company serves South East Queensland, NSW, Victoria, and South Australia.
- GloBird Energy: A 100% Australian-owned company based in the Melbourne suburbs.
- GEE Energy: An independent energy retailer based in Brisbane, Queensland.
- Future X Power: An Australian-owned electricity provider based in Brisbane, Queensland.
- Glow Power: A new energy retailer that has entered the Australian market and is based in Victoria.
- Kogan: This online retail giant has expanded into the energy sector, with headquarters in Melbourne. However, it is ASX-listed, so its ownership includes Australian and overseas shareholders.
- Locality Planning Energy: An Australian-owned company based in Maroochydore, Queensland.
- Origin: An Australian-owned company that generates and sells its own power.
- AGL: This company is publicly listed in Australia, so while not all shareholders are local, a significant portion may be.
While EnergyAustralia and Tango Energy claim to be Australian-owned, they are, in fact, foreign-owned.
It is worth noting that being Australian-owned does not necessarily equate to better customer service, plans, or discounts. However, research has shown that many consumers prefer Australian-owned brands when comparing similar products or services.
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Identifying Australian-owned energy companies
When it comes to identifying Australian-owned energy companies, it is not always clear which electricity providers are Australian-owned and which are part of larger international organisations. For instance, EnergyAustralia is not Australian-owned, despite what its name might suggest.
There are, however, several Australian-owned energy companies operating in the country. These include:
- Future X Power, an Australian-owned electricity provider based in Brisbane, Queensland.
- GEE Energy, which claims to be an independent, 100% Australian-owned energy retailer with a call centre in Brisbane.
- GloBird Energy, a 100% Australian-owned company based in Melbourne, which describes itself as fiercely independent.
- Glow Power, a new energy retailer based in Victoria.
- Locality Planning Energy, an Australian-owned energy provider based in Maroochydore, Queensland.
- Diamond Energy, a 100% Australian-owned company dedicated to growing its renewable energy portfolio.
- Discover Energy, a 100% Australian-owned company run by a team aiming to challenge traditional energy supply models.
- Ergon Energy, owned by the Queensland Government.
- Radian Energy, a 100% Australian-owned company founded by David Aaskov and Dr. David Ireland.
- Red Energy, a retail subsidiary of Snowy Hydro, an Australian company involved in energy generation and retail.
- ActewAGL, a partnership between the ACT Government-owned Icon Water (formerly Actew Corporation) and AGL, Australia's largest electricity generator.
- Momentum Energy, a wholly Australian-owned part of Hydro Tasmania, a major player in the country's clean energy sector.
- Smart Energy, which claims to be entirely Australian-owned and operated.
- Sumo, a 100% Australian-owned company based in Melbourne.
- Synergy, fully owned by the Western Australian Government and operating without any private interests.
It is worth noting that being Australian-owned does not guarantee better customer service, plans, or discounts. However, many consumers prefer to support Australian-owned brands when comparing similar products or services. Additionally, doing business with Australian-owned companies may promote local job creation and keep profits within the country.
Some sources also mention Amber Electric as an Australian-owned company, with headquarters in the country and a focus on serving Australian customers. While it is not entirely clear if the company is Australian-owned, it was founded by two Australians, Chris Thompson and Dan Adams, with the goal of accelerating the renewable energy transition in the country.
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Frequently asked questions
Yes, Amber Electricity is Australian-owned and was founded in Melbourne in 2017 by Chris Thompson and Dan Adams.
Many consumers prefer Australian-owned brands as there is a better chance that the profits stay in the country and support local businesses.
It's not always clear, but you can find this information by checking government sources or using comparison websites.
Some other Australian-owned energy companies include Diamond Energy, Sumo, Future X Power, GloBird Energy, Glow Power, Elysian Energy, Red Energy, and 1st Energy.
Amber Electricity charges a flat fee and passes wholesale electricity prices directly to the customer. They aim to help customers reduce electricity costs and shift their energy use to cheaper and greener times.
