Energy Firm Launches First-Ever Personalised Tariff Saving Customers £200 Annually

So Energy, an energy provider serving 300,000 customers, has introduced its first-ever personalised energy tariff aimed at cutting annual bills by around £200. The company is initially piloting the new “So Unique” tariff with approximately 100 customers who signed up via a waiting list.

Unlike traditional tariffs that assign standard peak and off-peak periods across the board, the So Unique tariff leverages smart meter data to analyse individual household electricity usage. Based on this analysis, So Energy creates three customised time bands—peak, off-peak, and super off-peak—that reflect each customer’s unique consumption patterns.

Will Owen, an energy expert from comparison site Uswitch.com, emphasizes the industry’s broader goal to encourage consumers to modify when they use energy, thereby easing pressure on the national grid. He describes So Unique as “an innovative solution” that motivates households to shift their electricity use to different times of day, though he notes that customers must be prepared to adjust daily habits to benefit from the savings.

Charlie Davies, Chief Executive of So Energy, highlights the company’s customer-focused approach: “At So Energy, we understand that everyone has distinct energy use habits—and that’s a great thing. So Unique is designed so your energy tariff adapts to your life, not the other way around. It’s the UK’s first truly personalised energy tariff, built to be fairer, smarter, and better aligned with how people actually live.”

Owen further explains that shifting electricity use to off-peak times not only helps reduce strain on the grid during busy periods but also supports greener energy consumption. This is because renewable energy sources are more likely to power the grid during quieter times. For customers who can’t easily change their routine activities like cooking or laundry, he suggests fixed-rate deals may currently offer better savings.