ENERGYLAB Get in touch ↗
PracticeEnergyLab
DisciplineCommercial Energy Advisory
OperatorJames Rees
Experience26 Years in sector
Index · 2026 / 01

Growth, unlocked —
for the energy sector.

A single-operator practice for energy suppliers, SaaS platforms and services companies — bridging commercial, regulation and proposition design where most consultancies stall.

Specialism
Complex pricing products and tariff architecture. Propositions customers choose, regulators approve, and the P&L rewards. Senior, embedded, accountable to the answer that lands.
Start a conversation ↗ Selected work ↗
Commercial strategy Pricing & tariff architecture Subscription & energy-as-a-service Flexibility services FCA-partnered finance offers Product & platforms Partnerships Regulatory navigation Commercial strategy Pricing & tariff architecture Subscription & energy-as-a-service Flexibility services FCA-partnered finance offers Product & platforms Partnerships Regulatory navigation
01 / The practice

Sector expertise —
with rigour and pace.

EnergyLab, founded and led by James Rees. 26 years in UK energy — most recently four years at Good Energy, leading pricing through the energy crisis, launching flexibility propositions, and designing the energy-as-a-service subscription with FCA-accredited consumer finance.

EnergyLab launched in 2026. Current client work is under NDA — what I bring to the table is a career inside the sector. Prior roles span pricing, product and propositions leadership at Good Energy, Drax Group, Opus Energy, British Gas Business and CGI.

Most energy growth problems are not strategy problems. They are translation problems — between commercial ambition, regulatory constraint, product reality and the spreadsheet that has to add up. EnergyLab exists at that intersection.

The engagement is small, senior and embedded. No analyst pyramid. No 80-page deck. The output is a decision your board can act on.

Founder & PrincipalJames Rees
Most recentDirector, Good Energy
Prior careerDrax · Opus Energy · British Gas Business · CGI
SectorsSuppliers · Energy SaaS · Services
02 / Services

Six places where the
P&L moves.

→ 01 Commercial
strategy Growth thesis, margin mix and route-to-market for suppliers, platforms and services. The questions your board keeps circling — answered with rigour. Retained · Sprint → 02 Pricing &
tariff design Complex pricing products and tariff architecture — fixed, flexible energy trading, time-of-use, dynamic, EV, heat, and licence-exempt supply. Built to be sold, billed and defended. Specialism → 03 Proposition
design Subscription & energy-as-a-service models, flexibility services, and offers that use FCA-accredited finance partners to remove the upfront cost barrier. End-to-end — regulator, comparison site and customer-service queue included. Sprint → 04 Product &
platforms Senior product leadership for energy retailers, services businesses and energy-domain SaaS. Portfolio strategy, roadmap, pricing and team — built by someone who has done the job, not just advised it. Advisory · Retained → 05 Partnerships &
channels Structuring partnerships that earn out — OEMs, intermediaries, white-label, B2B2C — with commercial terms that hold up at scale. Sprint · Retained → 06 Regulation &
commercial Translation layer between policy, regulatory change and what it means for tariffs, propositions and margin. Advisory
See full scope ↗
03 / Selected work

Programmes I've launched
across 26 years.

EnergyLab launched in 2026. Current client work is under NDA. What follows is a selection of programmes I led at previous employers — recent and relevant.

01ProgrammeSmart Export
Pricing & propositions · Supplier

Smart Export — moving FIT customers from deemed to smart-metered export.

Good Energy · 2022–23 · Director of Product & Propositions

Migrated Good Energy’s Feed-in Tariff customers from deemed to smart-metered export payments, unlocking embedded benefit revenue. Inherited a stalled programme; restructured the vendor approach and built an in-house meter administration dashboard. Among the first FIT administrators in the UK to operationalise smart export at scale.

02ProgrammeHourly Match Credit
Propositions · Licence-exempt supply

Hourly Match Credit — half-hourly matching under licence-exempt supply.

Good Energy · 2025 · Director of Product & Propositions

Designed and launched Hourly Match Credit — a pooled commercial model using the licence-exempt supply framework to match renewable generators with supply customers at a half-hourly level. Blended SaaS and in-house build to balance time-to-market with capex risk. Concept to market in six months.

03ProgrammeEaaS subscription
Propositions · Energy services

An end-to-end energy-as-a-service subscription — with EdenLab.

Good Energy · 2025 · Director of Product & Propositions

Partnered with proposition agency EdenLab on a ten-week programme to design a scalable energy-as-a-service subscription. Customer research, financial modelling, market and TAM analysis, prototype testing on paid social — plus an FCA-accredited consumer-finance framework to remove the upfront cost barrier on heat pumps, solar and storage. A validated proposition and quantified growth platform, with a defined roadmap to launch.

04ProgrammeEnergy crisis
Pricing · Supplier

Tariff leadership through the UK energy crisis.

Good Energy · 2021–22 · Commercial & Innovation PM → Head of Product & Propositions

Led pricing for domestic and business tariffs at a time when approximately 30 UK suppliers exited the market. Daily commercial discipline, close alignment with CEO and CFO, and translation of volatile wholesale costs into retail prices that kept the business solvent and customers fairly treated.

Get in touch ↗
04 / How I work

From constraint,
to launch — in four moves.

01 · Locate

Find the constraint

One week. Where is growth blocked — commercial, regulatory, product, pricing, or translation? Most diagnoses are wrong on the first read.

02 · Frame

Frame the bet

The smallest, sharpest version of the move worth making. Tested against margin, regulator, customer and operations — not just the slide deck.

03 · Build

Design the answer

Pricing models, proposition architecture, partner terms, GTM motion. Built to be operated, not just admired.

04 · Launch

Hand it over

Embedded with your team until it is launched, billed and defended. No "implementation phase" sold separately.

05 / Featured writing

Writing on energy, plainly.

Latest piece
Published26 May 2026 TopicTariff catalogue · Data FormatLong-read · 8 min First onLinkedIn

The signals hiding in a UK energy dataset.

Eight years of UK domestic tariff data, pulled from Kraken's public APIs. Three findings about Octopus, EDF, and what the catalogue says that the suppliers don't.

Read the piece →
More writing 22 Apr 2026 Licence-exempt supply · P442 Licence-exempt supply & P442 — the competitive landscape has shifted. →
See all writing →
06 / Frequent questions

Questions,
answered.

How is EnergyLab different from a strategy consultancy?
No analyst pyramid, no benchmark slides, no 12-week diagnostic. One senior operator, embedded with your team, owning the answer until it lands. The output is a decision and the artefacts to execute it.
Do you only work with energy suppliers?
No — the practice spans suppliers, energy SaaS platforms and energy-services businesses. The common thread is commercial complexity at the intersection of pricing, regulation and proposition.
What does a typical engagement look like?
Three modes. A two-to-six-week Sprint on a specific commercial question. A retained Advisory across a quarter or longer. Or embedded Operator work for a launch or repricing programme. Most clients start with a sprint.
How do you handle confidentiality and conflicts?
Single-operator practice with clear non-compete terms per engagement. I'll tell you who else is in the room before I accept the work.
Do you make introductions to vendors or partners?
Yes. Across hardware (voltage optimisation) and SaaS in aggregation, licence-exempt supply and demand flexibility, I can make warm introductions where there's a genuine fit. Some of those relationships carry a referral arrangement, some don't — either way it's disclosed upfront, and any introduction is independent of the engagement fee. Clients are free to choose any vendor, introduced or not.
Are you really doing all of this yourself?
The senior thinking, scoping and ownership of the engagement — yes. Where a project genuinely needs specialist help (market research, proposition specialists, FCA finance partners, regulatory counsel, technical SaaS partners), I bring them in by category, with a clear commercial structure that you see and approve. Lean by default; assembled when the scope requires it.
Can you work alongside our existing consultants?
Frequently — often as the commercial translation layer between a strategy partner and the in-house product or pricing team. Additive, not replacement.
07 / Get in touch

Have a commercial problem
worth getting right?

Directjames@energylab.ltd
LinkedIn/in/jamesreesuk
BasedUnited Kingdom