New
Loyalty Program Benchmark Report 2027: Per-industry statistics, self-assessment, and more!
Get the report
Ask an energy supplier what its loyalty program looks like and you often get a pause. Energy is a product people use every day and think about once a month, when the bill arrives. That makes loyalty harder to design, and it makes real examples harder to find.
This article collects seven programs that are live or recently live to uncover what each one does, what you can borrow, and where the evidence stops. One finding up front: only one of the seven publishes any results, and none publishes an effect on churn or retention. So this is a guide to mechanics, not a promise of ROI.
Customers are not passive about energy anymore. In an EY survey of 70,000 residential consumers across 18 markets, 71% said they are more interested in reducing their energy costs and consumption than a year ago (EY, November 2022). The same research found that 72% are not satisfied, or only partially satisfied, with their provider when it comes to new energy products and services.
The digital side is uneven. In J.D. Power's 2026 U.S. Utility Digital Experience Study, mobile apps had the highest customer satisfaction among digital channels, yet 28% of the utilities studied still do not offer an app (as reported by T&D World).
Considering that customers pay utilities monthly (and are not excited about it), energy has a low engagement pace compared to other industries.
Loyalty brings an opportunity: it can create reasons to interact beyond that monthly check-in.
| Job | Typical mechanic | Example in this article |
|---|---|---|
| Build an engagement habit | Points for small recurring actions, prize mechanics | Octopus Octoplus |
| Shift usage | Reward for using less at peak times or cutting total use | Octopus, UK peak schemes, BC Hydro |
| Acquire through referrals | Bill credit or points for referrer and friend | Reliant, Octopus, Constellation |
| Retain and cross-sell | Tiers or points tied to active contracts and products | Enel, AGL x Velocity |
| Drive app use | Rewards tied to logging in or registering | EnBW collect |
Octoplus rewards customers with Octopoints.
800 Octopoints equal £1, and points come from Saving Sessions (reducing use at peak times), a wheel of fortune, and referrals.
To join, customers need an electricity smart meter, a Direct Debit and half-hourly readings, according to the program page.
Octopus is the only supplier in this list that shows numbers. T
hey state that customers claimed £10,521,000 in perks between 1 January and 1 September 2025. Its February 2024 press release said more than a million customers had signed up, and named partners including Greggs, ODEON and the National Trust.
Gate the reward to the behavior you want. Here, eligibility itself pushes customers toward smart meters and Direct Debit.
Enel launched ENELtiPREMIA on 3 June 2025, a free program for residential customers with an active power and/or gas contract.
It has three tiers (Essential, Excellent, Exclusive) based on active contracts, products purchased and time with Enel, and runs through the app, website, stores and freephone.
Tier on relationship depth, not only spend. Tenure and number of products suit a category where customers rarely buy often.
EnBW collect gives 2 points per kWh charged, and 500 points equal a €5 voucher.
Points are valid for two years and vouchers for three. EnBW's press release describes a test phase with about 5,000 users, and registration runs through the mobility+ app login.
Earning per unit of energy used ties the reward directly to the product.
In April 2024, AGL partnered with the Velocity frequent flyer program: 30,000 Velocity points on sign-up plus 5,000 after 12 months for dual-fuel customers in selected states.
The announcement cites almost 12 million Velocity members and AGL's 4.3 million customers.
A coalition lets a supplier offer a reward its customers already value, without building a catalogue.
Reliant gives a new customer a $50 bill credit after at least 10 days of active service on a term plan, applied within two billing cycles.
Referrers earn what the page calls "unlimited bill credits," though the amount is not disclosed.
A bill credit is a reward customers understand immediately, and it keeps value inside the relationship.
Constellation's program offers monthly reward points for active customers and a $100 business referral.
It also lists 5% off residential supply for employees via a promo code.
B2B energy customers can be rewarded too, and referral is the mechanic that fits a business account.
BC Hydro's challenge pays $100 to households that cut electricity use by 10% over 12 months, or $150 for income-qualified households.
It is a challenge with a clear target and a visible finish line, which is the structure gamification uses elsewhere.
Several UK suppliers reward customers for using less electricity at peak times.
Which? listed 11 supplier schemes in November 2023, including British Gas, EDF, Eon Next, Octopus, OVO, Scottish Power and Shell Energy.
Mechanics differ: British Gas paid a minimum of £1 per session, EDF up to £3 per kWh, Scottish Power gave points toward an eGift card, and Shell Energy gave prize-draw entries.
The same article reports a Centre for Sustainable Energy finding that more than half of participants the previous winter received between £1 and £5. Rewards in this category are small.
The programs we cover in this article share these aspects:
No supplier in this list shares a retention, churn or revenue result for its program. Octopus shares activity totals; the others share nothing.
If you plan a program, plan to measure it: pick one behavior, run a pilot on a defined segment, and compare against a control group before you scale.
Open Loyalty is a loyalty platform, not a billing system: it holds the loyalty logic and the balances, while billing and payments stay with your own systems.
The mechanics above map to platform building blocks (see what a loyalty management system needs):
For an adjacent sector, see loyalty programs in fuel retail and our insurance examples.
Building a loyalty program for an energy or utility business? Book a demo and we will map your customer actions to a pilot.
API-first loyalty and gamification engine
Get a weekly dose of actionable tips on how to build and grow gamified successful loyalty programs!
