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Energy flexibility is a present opportunity. Energy companies can now help households earn passive income while supporting grid stability through participation in demand response (DR) programs.
At Synergi, we’ve built a ready-to-launch solution that connects households to virtual power plants (VPPs). The technology is easy, but the real challenge lies in engaging users at scale and doing it early.
The flex opportunity
Flexibility markets are becoming increasingly accessible. Households can earn from shifting energy usage (for example, by charging EVs at off-peak times). But something we hear often is:
“While I think it looks very promising and props on the milestone... we have to pass on. We think it’s a bit too early for us.”
“I think we should postpone for half a year, when we have more customers and load to work with.”
These reactions are understandable, but they reveal a key misconception. Most flexibility markets require a minimum load to participate. And building that capacity takes time. If you’re not starting now, you may be too late when the opportunity becomes real.
Learnings from real-world deployment
Through our work with Nordic & Baltic energy suppliers, we’ve developed a tested model for building a portfolio of flexible households.
1. Start with a focused group
Begin with a specific segment where you can prove value quickly and build momentum.
2. Use smart incentives
One-off incentives are critical to get initial participation. Continuous rewards drive long-term engagement.
3. Collaborate on communication
Close alignment with internal marketing teams ensures effective, low-cost user onboarding.
4. Think community, not just users
Building a sense of shared purpose boosts retention and helps the program grow organically.
How the rollout works
Phase 1: Onboard & incentivise
- Roll-out to customers on spot-priced contracts
- Define launch details, rewards, and communication materials
- Co-develop marketing initiatives
- Goal: 1,000 homes (~2MW)
Phase 2: Build user community
- Launch reward programs for fixed-price customers
- Iterate on incentives and messaging
- Goal: 2,000 homes (~5MW)
Phase 3: Launch flex-program
- Begin technical pilots and market integrations
- Enable participation in TSO flexibility programs
- Goal: >5MW
Why partner with Synergi
- Household flex specialists: Deep expertise in residential energy flexibility
- Scale without risk : Our proven model eliminates the complexity and cost of building in-house
- Device compatibility: Over 400+ home devices supported
- Simple user experience: User-friendly app built for maximum savings
- Proven performance: 10,000+ users across 10+ countries
- Market-ready: Active connections in Nordic flexibility markets
- Hands-on support: We manage onboarding, marketing, and ongoing adoption
Act now - not later
If your organization wants to participate in flexibility markets, the time to act is now. Building the necessary load takes time, and delaying means missing out on revenue and positioning.
You don’t have to be fully ready to start.
You just have to start to be ready.
Let’s talk about how we can help you get there: faster, smarter, and with proven results.
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