On Earth Day, we want to talk about fuel poverty.

Fuel poverty affects 3.18 million households in England and is a hard-to-see social problem that wrecks lives.

Why are we talking about it now? Because one of the biggest lessons we’ve learned over the years is that you can’t be green without being socially conscious. And you can’t be socially conscious without being green.

The truth about the mess we’re in is that it’s all interconnected, all deeply tangled together. And the longer we treat environmental issues as discreet from social issues, the longer we delay fixing them.

Look into any one issue, and you quickly find just how tangled it is with other issues. One big driver of fuel poverty is fuel-inefficient houses – old, drafty buildings require more energy to keep them going. And poorer people tend to live in these houses. So poor people pay more money, and more carbon gets released into the atmosphere.

To solve this issue, we need to make those houses more fuel-efficient (triple-glazing and insulation to start with, and better housing stock further down the line). And we need to make renewable energy accessible to all.

You can see why we use the word ‘holistic’ a lot. These problems can only be understood together.

That’s why we talk about ‘renewing the way business is done’. Because it’s not a viable option to simply donate more profit to charitable causes. No, the whole structure of business needs to change – by putting people and justice at the centre of what we do.

This means being oriented towards results, not intentions.

This means being led by the affected and the marginalised.

This means working together and collaborating for the collective good.

Energy is actually a great metaphor for this. The old way – extractive, centrally-owned, simplistic, offshore – isn’t working. So we’re going the new way – regenerative, local, intersectional, accountable.

Because not only can we address climate change and social issues at the same time. We must do so.



Rebel Energy’s first round of crowdfunding finished with a remarkable 335% overfunding. This huge vote of confidence from the investor community lets us take the strongest possible launch into the market.  

We raised more than £500,000 from both small and large donations. Our target was £150,000 – and we reached that within an hour of going public. From then, more and more backers claimed a slice of the rebellion.  

The average numbers of investors on Crowdcube is 269. We got nearly 700. As far as we can tell, this is one of the most successful ever pre-revenue raises on the platform. 

Why? Well, our mission mattered.  

Investor after investor told us that our mission was key. Rebel wants to end fuel poverty, protect the environment and change the way business is done. As far as we’re concerned, our social and environmental missions are the same thing. This resonated. 

One investor summed it up nicely when they said “I absolutely love your mission and purpose. It is a brilliant concept”. In the words of another, “Congratulations on your already successful campaign. It is great to see more investment in renewable energy and also a company with a good social conscience”.   

But it’s not just the mission. Investors were inspired by our lean and forward-looking business model.  

According to our (relatively conservative) estimates, the domestic energy market is set to double in the next 15 years. And Rebel is perfectly designed for this major transition. In fact, we’ve rebuilt the energy supplier from the ground up. Gone are the lumbering IT systems, gone are the unfair pricing structures, gone is the disinterested customer service. Having automated back-end processes, our business is now leaner than our competitors at every stage of growth.  

Not to mention the extraordinary quality of our team, which was noted by one investor, who said, “It’s an impressive proposition and the leaders and non-exec look impressive”.  

Now that we’ve raised the money. What’s next?  

Right now, we’re reaching out to 750 early customers to be our beta testers. This lets us test our systems and make sure everything works smoothly.  

Before our full market launch in the summer, we’ll continue to develop our industry-leading automation. Plus, our smart new website will come out (which will include a few firsts for the energy market).  

There’s a lot to be excited about. Or as one investor summed it up: “What a model for the future.”