What began as a consultancy navigating deregulation has grown into a market-shaping force in clean energy. Flow Power’s founder and CEO, Matthew van der Linden, is now aiming to rewrite the rules of retail electricity.
Fifteen years after launching Flow Power, Matthew van der Linden is still tackling the same challenge that inspired him at the start: a sector weighed down by complexity, inefficiency and poor transparency.
Over that time, the scale of his ambition has changed. From humble beginnings in energy management, Flow Power is now helping reshape how Australian businesses – and increasingly households – interact with energy, making consumption smarter, cheaper and more renewable.
Retail designed for renewables
“We started Flow Power as an energy management business in a newly deregulated market,” van der Linden says.
“Over time, we evolved from helping customers manage their load on the wholesale market to becoming a fully licensed retailer – and ultimately, a renewable energy generator too.”
Today, Flow Power supplies hundreds of commercial and industrial (C&I) customers with access to wholesale energy, backed by a portfolio of owned and affiliated wind, solar and battery storage projects. However, its real innovation lies in how it delivers energy: with dynamic pricing, smart tech, and a deep commitment to education.
“Our vision is to build a retailer designed specifically for a 100 per cent renewable energy market,” van der Linden says.
“That means we’ve had to do many things differently – building our own hardware, writing our own software, designing our own products. Everything we do is focused on helping customers use energy more efficiently.”
Challenging fixed mindsets
Central to Flow Power’s model is a move away from the traditional fixed-rate contract. Instead, the company offers pricing models that reward customers for using energy when it is cheaper and more renewable.
“We still offer a competitive base electricity rate which is locked in at the time of contracting,” says van der Linden.
“But we apply a price efficiency adjustment. If a business uses more energy when it’s cheap and less when it’s expensive, they’re rewarded. If not, they may pay a little more.”
This, he says, is how the market was always meant to work.
“Australia’s electricity market is actually well designed for price signals. But for years, retailers have hidden those signals from customers. There’s been no incentive for behaviour change,” van der Linden says.
“Because a more efficient market isn’t necessarily profitable – especially for vertically integrated retailers who own generation and retail. High prices are good for them.”
Demystifying the market
Van der Linden believes transparency is the missing link.
“For us, transparency means giving customers the tools and data to make smart energy decisions. That’s why we provide live data to all our customers, including residential users. It’s not an add-on – it’s standard,” he says.
Flow Power’s kWatch controller and Customer Portal deliver real-time insights, helping users understand how their actions affect their bottom line and the broader energy market.
“Most people don’t realise just how dynamic electricity is. It’s traded every five minutes. The moment you flick on a kettle, something else in the network is responding,” he says.
“We want our customers to see that – and act on it.”
Awareness to automation
Still, van der Linden knows that awareness is not enough.
“Behaviour change is powerful, but people can’t manually respond to market signals all the time. That’s where automation comes in,” he says.
Flow Power installs technology that can automate loads – from household pool pumps to large-scale industrial processes – based on price signals or system needs.
“For larger customers, we also run demand response programs, remotely starting or curbing generation as needed,” he says.
“But even small actions can add up. Just shifting when you run your dishwasher or charge your EV (electric vehicle) can make a meaningful difference.”
Taking the model home
In recent years, Flow Power has begun rolling out its model to the residential market – no small feat given the complexity of wholesale pricing. Van der Linden insists it is not just for “the enthusiasts and early adopters.”
“Our residential product takes the same principles – rewarding price efficiency – and delivers them through a dynamic price contract. We give customers clear signals, like which day is cheapest to charge your EV or run appliances,” he says.
When it comes to batteries, the rewards are tangible.
“We’ve structured our pricing to reflect market value on both imports and exports – meaning if you export power at the right time, you’re significantly rewarded. In many cases, it’s better than what the wholesale market would pay.”
Educating a market
Unsurprisingly, education has become a core part of Flow Power’s brand.
“There are still a lot of misconceptions out there – especially about feed-in tariffs or how the market actually works,” van der Linden says.
“But once people realise what’s possible – like charging your car for free, or saving $50 a month just by shifting usage – it clicks. People already go out of their way to save a dollar at the supermarket. This is far more impactful.”
The company’s marketing and customer service teams play an active role in guiding customers through the transition.
“The energy market can be overwhelming. But it’s also fascinating, and people are paying attention like never before,” he says.
Big clients, bigger ambitions
Flow Power’s client list includes some of Australia’s most recognisable organisations – from Westpac and RM Williams to the Sydney Opera House. These partnerships often involve long-term power purchase agreements (PPAs), custom advisory support, and a shared commitment to decarbonisation.
“What these clients are asking for today is very different to five or ten years ago,” says van der Linden.
“They want partners, not just billers. They want help transitioning to 100 per cent renewables, and they want to go deep – not just tick a box.”
That same level of partnership, van der Linden says, is becoming more common further down the market.
“Whether it’s a mid-size manufacturer or a major corporate, businesses are realising they can’t just set and forget. They need to engage,” he says.
Leading by example
Ultimately, van der Linden sees Flow Power not just as a retailer, but as a catalyst for industry-wide change.
“Our goal isn’t just to do things differently. It’s to be so successful that other retailers have no choice but to follow,” he says.
“If we can show that this model works – and scales – that’s what will drive system-wide change.”
That ambition is backed by real investment. Flow Power is currently finalising a $150 million, 100 megawatt battery project, with more in the pipeline.
“It sounds like a big number, but in the context of what’s needed, it’s just the beginning,” he says.
To truly reshape the market, van der Linden says, Flow Power needs to go mainstream.
“If we stay niche, we won’t move the needle. But if we grow – and we are growing – then we can help drive the whole market toward a smarter, cheaper, 100 per cent renewable future.”
Flow Power’s approach challenges everything traditional energy retailing stands for. Instead of passive consumption, it promotes engagement. Instead of fixed pricing, it rewards flexibility. Instead of hiding behind complexity, it leads with transparency.
Companies like Flow Power are proving that the renewable shift will not just come from supply – it will come from smarter demand.