Amber Electric is a Melbourne-based energy company founded in 2017 by Dan Adams and Chris Thompson. It gives households access to wholesale electricity prices through a fixed monthly subscription. Unlike traditional retailers that add a markup, Amber provides access to real-time wholesale rates without any added margin. Customers can monitor these prices and adjust their usage to save money. This approach helps lower electricity bills and reduces pressure on the grid by encouraging more efficient energy use.

Dan, who serves as Co-CEO alongside Chris, believes that households should have the same kind of access and information that large energy users have had for years.

“When people can see real-time prices and know when the grid is running on clean energy, they’re able to make practical, informed choices,” Dan said. “Our role is to give Australians the tools to manage their power usage in a smarter, fairer way.”Dan, who serves as Co-CEO alongside Chris, believes that households should have the same kind of access and information that large energy users have had for years.

“When people can see real-time prices and know when the grid is running on clean energy, they’re able to make practical, informed choices,” Dan said. “Our role is to give Australians the tools to manage their power usage in a smarter, fairer way.”

How the Model Works

Amber’s model is based on access and clarity. Customers see live wholesale prices that update every 30 minutes and can choose to shift their usage based on price signals. This might mean running appliances when power is cheaper or using stored solar energy when prices spike.

The service is delivered through a mobile app that presents market data in a clean, accessible format. Customers can view price forecasts, track usage, and receive alerts when prices are expected to rise or fall. The app also shows when the grid is relying more heavily on renewables, giving users a clearer view of the environmental impact of their choices.

To support households that generate their own energy, the company integrates with solar and battery systems. When combined with automation tools, customers can program their homes to respond automatically to market changes—charging batteries when electricity is cheap or discharging when prices go up.

The flat monthly fee removes the incentive for Amber to push higher consumption. Instead, the company is aligned with helping households lower costs and reduce waste.

A Break from the Retail Energy Playbook

Amber Electric operates differently from traditional energy retailers in Australia. It does not own infrastructure or generate electricity. It acts as a retail intermediary that prioritizes transparency and user control rather than profit from consumption.

In the typical model, retailers buy electricity on the wholesale market and resell it to households with a fixed markup. Amber’s structure removes that markup and instead earns revenue through a set monthly subscription. This model aligns its interests with customers, especially those willing to engage with their usage habits.

“We’re not just another retailer offering slightly better rates,” Dan said. “We want people to rethink how they interact with electricity and see it as something they can manage in real time.”

This model involves some exposure to price volatility. To support customers, Amber offers features such as usage alerts, price caps, and bill smoothing tools. These options help households avoid price shocks while maintaining access to the benefits of wholesale pricing.

The model has attracted a growing base of customers who value transparency and are comfortable with some level of engagement. Many of them are early adopters of solar, batteries, or home automation and see Amber as a natural fit.

Focused on Practical Impact

Amber is not presenting itself as a clean energy brand driven by broad environmental messaging. It is, however, playing a quiet role in Australia’s energy transition. By encouraging households to shift usage to times when renewable generation is high, the company supports more stable and efficient use of the grid.

The environmental benefits are real, but they are framed as outcomes of better pricing and user control—not slogans. The result is a business that appeals to households who want to lower bills, make use of their solar systems, or simply understand how the energy market works.

Customer communication reflects this practical tone. Amber avoids promotional language and instead focuses on providing clear, useful information. Support staff are trained to explain market dynamics, usage strategies, and app features in a way that helps customers feel in control.

Wholesale pricing is not for everyone. The company has made it clear that households should understand how prices work and be willing to engage with the system. This level of clarity helps customers self-select into the model and builds a more stable user base.

Growth with Purpose

In 2021, Amber received investment from Commonwealth Bank of Australia. The funding is helping expand its services and improve infrastructure, but Dan and the team remain focused on building responsibly.

Growth is steady and deliberate. Rather than chasing large-scale expansion, Amber is improving the product, refining support systems, and focusing on customer retention.

The team behind the company includes engineers, economists, and policy experts. Dan and Chris both have backgrounds in energy and climate policy, which continues to inform the company’s strategy. This helps Amber participate in regulatory discussions, pilot new technologies, and provide insight into retail energy reform.

“Energy is not a static product,” Dan said. “It’s part of a system, and we need more people involved in making it work. That means better pricing, better tools, and more honesty in how the market is explained.”

Future Arrangements

Amber Electric is gradually earning its place as an alternative to the traditional energy retailer. It is not seeking to dominate the market but to refine a model that can work for a growing number of Australians. The company’s strength lies in its clarity, structure, and measured tone.

As more households consider home batteries, solar integration, and time-based usage strategies, the kind of service Amber offers will likely grow in relevance. By giving people more direct control over how they buy and use energy, the company is contributing to a quieter but more grounded shift in how retail energy works.

Amber is not about making big promises. It is about helping households understand the system and benefit from it. That alone sets it apart in a market that has long been difficult to navigate.

Dan Adams, Co-Founder & Co-CEO, Amber Electric