A new electricity marketer is positioning itself as an alternative in the market, aiming to attract around 400,000 customers within ten years and targeting 10,000 by the end of 2023. The company, named Gaba, promises personalized prices based on real-time consumption and offers features for self-consumption optimization along with tips to save energy. This approach highlights a growing trend toward individualized pricing powered by digital tools and customer-centric energy management.
To put it in context, Spain counts about 29 million electricity customers, yet only around 4.7 million are serviced by independent marketers rather than the dominant large groups such as Endesa, Iberdrola, Naturgy, and EDP. Among hundreds of smaller energy providers, Repsol stands out with roughly 850,000 supply points. The landscape is monitored by the National Markets and Competition Commission (CNMC), which tracks market activity and competitiveness.
Juan Castro Gil Anpier serves as the CEO of Gaba and also holds the role of general secretary for the National Photovoltaic Power Manufacturers Association. He describes a moment of opportunity where many customers are dissatisfied with their current marketer, signaling a chance to win over a substantial share of the market. During a presentation at a Madrid venue, he noted that financial institutions such as Banco Santander, Abanca, and Caja Rural Gallega are among potential supporters.
The project began four years ago with an investment group committing more than two million euros toward technological and commercial development anchored in an artificial intelligence based platform that models customer consumption. In the initial phase, the company plans to use two years of data accessible to the consumer Electricity Grid and then analyze daily consumption patterns after onboarding. Castro-Gil emphasizes the value of digitization, arguing that consumption can vary from day to day and that real-time insights enable customers to secure the best possible deal.
A core element of Gaba’s strategy is diversification of energy intake. The model envisions a mix of bilateral contracts, self-consumption, and purchases from the grid to allow customers to select the best mix based on individual consumption patterns. The concept was tested in a pilot project conducted with a cooperative and Barcelona Energy, yielding an average annual saving of about 24 percent for participating customers. This trial benefited from support from the IDAE, the Institute for Energy Diversification and Conservation, and the Xunta de Galicia, underscoring the role of government and regional programs in fostering innovation.
Castro-Gil points out that the current market price environment, influenced by gas price pressures, prevents the full realization of discounts within the existing framework. He cites a comparator platform showing savings of around 83 percent annually in certain scenarios, highlighting how price signals and intelligent matching can improve affordability for users.
Beyond price optimization, users would receive continuous guidance through the app with real-time alerts at any hour. Castro-Gil stresses that customers are perceptive and deserve transparent, straightforward information, challenging the notion that providers with green branding are necessarily delivering better value. The emphasis remains on helping customers understand their options and make informed decisions.
Gaba also incorporates blockchain technology to securely close contracts and provide traceability in the management of self-consumption surplus. The company envisions a supply management model for new citizen energy communities, enabling local markets for goods and services and supporting regional energy ecosystems. This approach aligns with broader efforts to empower communities to participate in energy generation and consumption on a localized basis.