Share Energy, one of Northern Ireland’s fastest-growing electricity providers, is calling for greater transparency across the energy sector following widespread confusion among consumers about who supplies their electricity.
Despite the retail arm of NIE ceasing operations in 2007, Share Energy has found that many people across both rural and urban areas — particularly among older demographics — still believe NIE is their energy supplier. In reality, NIE no longer supplies electricity; it now operates purely as the network operator, responsible for maintaining the grid.
“At events like Balmoral Show, we’ve spoken to customers from all walks of life who still think NIE sends them their electricity — and in many cases, they’re not aware that they have a choice of supplier,” said Damian Wilson, CEO of Share Energy. “This legacy confusion means some people are unknowingly paying more than they need to.”
The confusion often stems from the mistaken assumption that NIE and Power NI are the same — or that Power NI is still a locally owned company. In fact, Power NI is owned by Canadian investment firm Emera Inc. While it remains the most recognisable name in the market, Share Energy says this perception of safety and familiarity may be holding people back from exploring better-value alternatives.
“Let’s be clear — all energy suppliers in Northern Ireland use the same infrastructure, and all must meet the same consumer protections,” Damian explained. “The only real differences are in price, service, and values. At Share, we believe in putting people first — not shareholders.”
Share Energy is urging the Utility Regulator and wider industry to do more to address ongoing confusion, and to help consumers better understand their options in an open and accessible way.
The firm believes that the current confusion is limiting the benefits of a competitive energy market. Customers who could benefit most from switching — including those on tighter budgets — are missing out due to misplaced loyalty and lack of clear guidance.
“There’s a real opportunity here to support people — particularly in areas where household budgets are under pressure — by helping them make informed choices,” Damian added. “We’re not here to point fingers. We’re here to advocate for fairness and give people a better, simpler way to manage their energy.
“The system is designed to create choice, but too many people don’t know that choice exists — or they’re led to believe the legacy provider is doing them a favour, when in reality they’re being charged more than they should be.”
“Energy providers have a duty to be clear and honest about who they are and what they offer. And if a company has changed hands or is now owned overseas, that should be transparent too,” said Damian. “We need to make sure people in Northern Ireland are equipped to make informed decisions — not stuck in the past paying more than they should.”
As a local company with a growing footprint, Share Energy offers Northern Ireland’s lowest standard unit rate and a unique profit-sharing model that returns 50% of future profits to customers. Their mission is simple: to make energy fairer, more transparent, and truly local again.
