So Energy to Launch So Unique, the World’s First Personalised Energy Tariff

The tariff uses intelligent technology to analyse historic smart meter usage, creating unique Peak, Off-peak and Super Off-peak rates tailored to each customer's actual lifestyle and energy habits. So Energy is now inviting customers to join a waiting list alongside the tariff launch which will involve around 100 customers.

This technology goes beyond standard three-rate tariffs by determining individual time bands and pricing for each household. So Unique identifies when they personally use the most and least electricity. This means both the time bands and the rates themselves vary from customer to customer, creating a tariff structure that genuinely reflects individual lifestyles and usage patterns rather than applying generic industry averages.

This represents a fundamental shift away from the traditional one-size-fits-all approach to energy pricing, offering customers a fairer, more transparent way to manage their bills whilst supporting a more stable and sustainable energy system.

According to recent industry data, 44% of households with smart meters remain on standard variable tariffs that don't reflect their actual energy usage patterns. Further, with cost of living continuing to be a major household concern, 52% of customers reported being fairly or very worried about the rise of energy bills.

So Energy’s customer data shows that just changing over to So Unique could potentially save up to an initial £150 compared to standard variable tariffs without any behavioural changes required. Then by shifting just 20% of their energy use such as running dishwashers, washing machines or charging devices to their personal Off-peak or Super Off-peak times, customers can additionally save up to £200 a year*. When considering that 14% of a typical home's energy use comes from washing, drying clothes and dishwashing alone, achieving meaningful savings is highly accessible for most households.

Unlike standard Time-of-Use tariffs that apply the same peak and off-peak periods to all customers, So Unique addresses a clear gap in the market by putting personalisation, and control at the heart of energy pricing. A household with remote workers might have completely different peak times to a family with school-age children, or a couple of shift workers.

So Unique represents the evolution towards democratisation of demand-side flexibility that Britain's energy system desperately needs. As the grid relies increasingly on renewable generation, this allows every customer to become participant in grid balancing, making the transition to clean power economically viable for consumers and the grid.

Charlie Davies, co-founder at So Energy, said: "At So Energy, we appreciate that everyone is different and has their own ways of using energy – and that's a good thing. So Unique is built around the understanding that your energy tariff should work around your life, not the other way around. This is the first truly personalised energy tariff available to UK consumers, and it's designed to be fairer, smarter and more aligned with how people actually live. We're proud to be leading this change and showing what's possible when innovation meets customer demand. In short, we do energy, you do you."

This way of thinking has also inspired So Energy’s new brand campaign – “We Do Energy, You Do You” – which highlights the energy provider’s ongoing commitment to making energy simple for its customers. The campaign reflects So Energy’s belief that while there’s no one-size-fits-all approach to energy use, savings, service and sustainability should be open to everyone. It emphasises the company’s customer-first approach, simple switching process, and range of services all designed to make energy management easier for its customers.

To  join the waiting list please click here