Two years embedded with a home-energy start-up, from first brand to flexibility trading

Decent Energy's product is clever and unglamorous: forecast what a house will use and generate, then charge, hold or discharge the battery in half-hour steps so the household pays less and burns less carbon. The hard part is not the maths. It is getting a real customer from "interested" to "connected": consent, tariff details, smart-meter access, and credentials for whichever inverter happens to be on their wall.

They had a data science team building the engine. They needed someone to own everything a customer touches.

We started in August 2024 with the brand and a marketing site, and have been embedded as Decent's lead software developer since, working alongside Decent's own engineers and data scientists.

The onboarding platform came first: a multi-step flow that saves and resumes, syncs to the CRM, captures consent, and collects credentials for Octopus, FoxESS and GivEnergy accounts. Then smart-meter consent through n3rgy and Electralink, a customer accounts API, and an installation model so every consent and control decision is tracked per property rather than per person. In 2026 we redesigned the internal admin portal, rebuilt the customer dashboard, and brought their flexibility-trading estimator into the main app so customers can see what selling flexibility to the grid could earn them.

The AI-first way of working arrived partway through, and it shows in the pace of the last twelve months. Same rules as everywhere: review gates, tests first, and a couple of hard-won project rules written down so they never happen twice. Along the way we also moved the marketing site's content out of Prismic and into Mojimoto, all twenty section types, with image crops preserved and not a single old URL left behind.

Decent Energy has a founder-to-customer journey that works end to end, a marketing site their own team edits, and a developer who has been in the codebase long enough to know where the bodies are buried. Customer and savings figures are theirs to publish; the engagement itself is the outcome we can point to: two years, still going, still the same technical lead.

Tom Cox, their founder and CEO, sums up the brand side of it plainly: "We have a market leading brand now, we've even been nominated for Worlds Best Challenger Brand at the 2026 Charge Awards!"