Changing energy, together.
We design technology that helps households take control of their energy use, cut costs, and reduce carbon — without the complexity.
Our mission
Smarter use of clean energy
At Decent Energy, we believe that the clean energy transition shouldn't just be about generating more renewable power — it is about making sure we use it in the smartest way possible.
We're a Cambridge-based climate tech company on a mission to decarbonise energy demand. Our software connects and optimises small-scale solar, battery storage, and other low-carbon technologies, turning them into intelligent, decentralised energy networks.
The result? Lower bills, lower carbon, and a cleaner, more resilient energy system.
Why we exist
Greener — but not fast enough
The energy we use is getting greener, but not fast enough. Oversized renewable generation and grid bottlenecks mean that we sometimes waste clean power, even paying to turn wind turbines off. Meanwhile, households and businesses face high and volatile energy prices. We're here to fix that — by ensuring more of the energy we consume is low-carbon, local, and cost-effective.
Who do we help?
Built for homes, businesses, and the grid
Our platform integrates with multiple inverter and battery manufacturers, automatically shifting energy use to when it's cheapest and greenest — without the need for new hardware or on-site installation. We serve:
Our technology processes thousands of data points every day - from weather forecasts to grid carbon intensity - to create optimal charging and discharging schedules. It's seamless, scalable, and proven to save customers up to 50% on their bills while reducing carbon intensity by 15% or more.
Our Values
What we stand for
- Independence & Transparency — We work for our customers, not the energy companies.
- Innovation & Sustainability — We use cutting-edge tech to accelerate the energy transition.
- Simplicity & Accessibility — No site visits, no extra hardware, no hassle.
- Community & Collaboration — We connect people, assets, and ideas to create a cleaner, fairer energy system.
Meet the team
Tom Cox|Founder, CEO & Technologist
Entrepreneur and technologist specialising in energy systems, software and distributed energy. Tom founded Decent Energy to solve demand-side management at scale.
He defines the company's vision and strategy, and leads the development of Decent Energy's products and technology platform.
By developing the software and architecture that unlock the potential of demand-side management, he enables customers to cut energy costs and carbon emissions — while laying the foundations for a smarter, more resilient electricity grid.
John Hartley|Fractional CCO
C-level executive with experience spanning cyber security, semiconductors, IP, SaaS, IoT, AI solutions and data analytics, with a strong track record in go-to-market strategy, partnerships, and scaling organisations in complex industries.
John is responsible for commercial strategy, overseeing sales, marketing and customer-facing growth — focused on turning strategy into revenue, market expansion and strong customer value.
By deeply understanding customer needs, solving their problems in a clear and reliable way, and making the whole experience easier, faster and more relevant.
Dan Hyde|Fractional CMO & CX Design Lead
A career spanning customer experience and sustainability in the built environment, including as a successful podcaster (Zero Ambitions) and editor of Passive House Plus magazine.
Dan shapes Decent Energy's customer experience and brand positioning, bringing an outside-in perspective from the wider sustainability industry.
By combining deep customer experience expertise with sustainability credibility, he helps make sure our proposition resonates with the customers and partners who matter most.
Steph Esuola|Fractional COO
Operator specialising in turning strategy into execution, with over a decade of experience across operations, strategy and commercial — keeping a fast-scaling startup focused and moving.
Steph drives operational efficiency and delivers the mid-term strategy, keeping Decent Energy aligned and priorities on track while supporting commercial growth.
By keeping delivery sharp and the business joined-up, she makes sure the cost- and carbon-saving features customers rely on ship faster and scale smoothly as we grow.
Jason Wallis|Fractional CFO
Qualified as an accountant at Deloitte, Jason has since been CFO at a number of renewable energy companies, from start-ups to a NYSE-listed group.
He draws on that financial expertise and his experience in the renewables space to provide strategic financial oversight for Decent Energy.
By leveraging his extensive network in the renewables space, Jason helps Decent Energy identify opportunities and strategic partnerships to maximise our impact.
Oleh Pavlyshyn|Reporting Analyst
Analyst with several years' experience in the energy and sustainability sector, and a whizz at Power BI and Python.
Oleh builds the reporting and data tools that turn raw energy data into clear, actionable insight for customers and the team.
By making complex data simple and understandable, he helps customers see exactly what their energy performance means and where the savings are.
Val Parkov|Lead Backend Developer
Outstanding, experienced backend software developer with a track record of architecting robust integration and data solutions.
Val designs and builds Decent Energy's backend and integration solutions — the engine room connecting our platform to customer systems and devices.
By making everything click together behind the scenes, he ensures our platform is reliable, scalable and ready to integrate with whatever our customers need.
Lyndsay Macmaster|Marketing & Design
A designer with over a decade's worth of experience who turns science into art, with a talent for bringing brands to life through thoughtful, impactful visual design.
Lyndsay owns Decent Energy's brand and design, ensuring customers feel supported and informed at every touchpoint.
By making our story clear and compelling, she helps customers understand and trust the value Decent Energy delivers.
Luke Franklin|Founding Product Owner & Data Scientist
A physics graduate from the University of Manchester with a strong foundation in data science and analysis.
Luke uses data science to help customers understand what their data means, and to continuously improve Decent Energy's optimisations.
By turning raw data into clear insight and sharper optimisations, he helps customers get more value and savings from every kWh.
Kai Macmaster|Lead Front-end Developer
Brilliant front-end developer who has worked on award-winning customer experiences, with deep expertise in front-end design and integration development.
Kai leads the design and build of Decent Energy's front-end products, shaping how customers interact with our platform every day.
By creating best-in-class user experiences, he makes sure customers find our platform simple, intuitive and enjoyable to use.
Marion Nöldgen|Non-Executive Director
Energy executive and transformation leader with extensive experience scaling digital energy businesses, organisational design and commercial growth. Former Managing Director, Germany at Tibber.
Marion provides strategic guidance to the Board and leadership team — challenging decisions, supporting growth strategy and contributing deep expertise in the European energy market.
Drawing on hands-on experience building and scaling digital energy businesses, she helps shape strategic decisions that enable Decent Energy to grow sustainably and deliver lasting value for customers.