We caught up with Hayley Thompson, VP Global Marketing at SmartestEnergy, ahead of CHARGE North America, taking place February 26–27, 2026. As the company continues its expansion in the U.S. market, including into ERCOT, Hayley shares how a “people-powered” mindset shapes their brand — and where she sees the greatest opportunity for energy companies to stand out.
SmartestEnergy describes itself as a “people-powered” energy company. What does that mean in practical terms?
We’re an asset-light organisation – our people are our only asset, whether this is the customers we serve or the employees who help drive our success. From both a customer and employee perspective, our “people-powered” focus means offering stability, trust and transparency in an evolving market, prioritising innovation that is rooted in helping people meet their objectives, and partnering with the right organisations so we’re tapping into a wider ecosystem to support our shared mission towards clean energy and net zero.
Looking ahead, where do you see the biggest opportunity for energy brands to stand out in an increasingly crowded clean power market?
Differentiation and the ability to attract or retain customers will come less from simply offering renewable energy and more from how transparently it’s delivered to end users.
The biggest opportunity for brands to stand out – and something working well for us at SmartestEnergy – is by helping businesses navigate the energy transition with confidence and transparency, whether that’s through clear reporting, traceability or measurable impact.
What are you most looking forward to at CHARGE North America this year?
We recently expanded into the ERCOT market, so meeting local energy professionals is high on my list. We work in an industry built on the back of strong collaborations and partnerships, so any opportunity to meet and connect with like-minded peers is always welcomed!