Challenge

Australian households sit at the centre of the energy transition, and Australian energy retailers risk being reduced to price-comparison tabs. AGL wanted to know what an experience-led electrification business, internally nicknamed ElecCo, might look like before someone else built it.

Strategy

The work framed electrification as a service relationship that must work for households and the installer ecosystem that delivers the outcome.

Innovation

The development of mindset-led value propositions for distinct customer segments and matched them with installer partnership models built on growth and profitability rather than procurement.

A service blueprint, an illustrative technology stack costed at roughly $39M to build, and a phased business model linking customer trust, installer engagement, and commercial viability.

Results

AGL came away with a credible electrification proposition it could defend internally and externally, and a service design that frames the transition as a customer relationship rather than a meter swap.