Two features about Pure Planet prompted me to join.
The first is their commitment to transparent pricing, by selling energy at cost using a single tariff and deriving the income required to run the company through a monthly membership fee.
The second is their commitment to sustainability. This goes well beyond the fact that they only offer a 100% renewable tariff and is very much part of the company culture.
Both features taken individually are highly laudable, but are they compatible?
If energy units are sold at cost and all users pay the same monthly fee, then the tariff becomes increasingly attractive the more energy is consumed. This works well in my case as my annual electricity consumption is more than 50% higher than the standard amount of 3,100 units that is typically quoted.
However, given that the company is driven by sustainability, this surely means that they would prefer to make their money by selling small amounts of electricity to a large number of customers?
It would appear that their business model (zero mark up) and their company values (sustainability) are pointing in opposite directions, when they should be aligned.
Is this a problem for Pure Planet's future success?