Gana Energía takes a new step to continue growing. The Valencian electricity marketer has launched a network of collaborating physical stores to be closer to the consumer. It already has more than 250,000 customers and aims to reach one million by the end of the decade after moving from an exclusive online business model to dealing face to face with users.
The company details to La Información that the strategic plan that it has developed internally has the approval of Repsol. The step taken now consists of forging alliances with collaborators who are interested in making the brand available in their physical points. According to Gana Energía itself, its weapons are an undifferentiated and fair pricing policy. This is how they have managed to carve out a niche for themselves in the electricity market, which has been so changing in the last two years and mired in a commercial ‘war’ between the large companies (Iberdrola, Endesa, Naturgy and Repsol itself). The company boasts of offering personalized and close customer service, something that, in its opinion, “is very difficult to find in the energy sector.”
“Our only goal is for the customer to save and for that we have two parts: competitive rates and a team aligned with that mission. We are going to make a strong commitment to Gana Energía’s in-person channel,” says the company’s commercial director, Jorge Bou.
Offers 100% renewable energy
Founded in 2015, it offers 100% renewable energy. The Valencian company entered Lanzadera in 2018 when it had 12,000 clients, 22 employees and a gross turnover of 10.5 million euros. The startup received support from Marina de Empresas for more than two years, an initiative promoted by Juan Roig, and later received investment from Angels, in a round for 500,000 euros that he led. It was at the beginning of March 2021 when Repsol acquired the majority of the company and, after the operation, the founding partners remain in the company’s capital as a minority.
One of the main characteristics that differentiates Gana Energía from its main competitors, according to the company’s CEO, Antonio Picazo, is having focused on the retail customer and not going into other niches, as well as having computer systems. own, which allows you to scale and automate the business to provide better service. “We provide customer service with our own staff. The client values us with a real internal score of 4.7 out of 5. We control all the time how we relate to the client. In the end it shows and the client pays you with loyalty”, emphasizes the manager.
In February of this year, it was a pioneer with the launch of new electricity rates that “fully” assumed the cost derived from the compensation that electricity companies receive for the ‘Iberian exception’. According to Picazo, the energy company lowered prices “very aggressively”, giving up 300 euros per customer on average in the next year. It should be noted that the Iberian exception has been inactive for months due to the fall in gas prices and, therefore, there is no compensation. Gana Energía has in its portfolio a tariff with three time sections (peak, flat and valley) and another with a fixed price for 24 hours a day. The launch occurred at a time when many of the free market contracts that were signed before April 26 of last year were due for review and would also begin to pay for the mechanism.
What the firm seeks is to “occupy a space in the consumer’s mind.” According to the Rastreator comparator, the electricity rate with the cheapest single price in December is precisely the 24-hour Gana Energía. In addition, it has no permanence and the electricity bill will be around 40 euros. “The price of power for the off-peak period is €18.25/kW year, while for the peak period the price is €44.8950/kW year. On the energy side, the tariff offers a single price of €0.1390 /kWh for any time of the day”, details the portal.
Repsol already launched this strategy at the end of 2022. The company, the country’s current electricity marketer after the purchase of 300,000 customers from CHC, sold an alliance with Fnac to offer its electricity and gas rates in ten stores. All customers who contract at one of these centers will also obtain discounts on fuel refueling and credit on their Waylet mobile application.
