New independent data from Power to Switch reveals that Share Energy, Northern Ireland’s newest electricity supplier, has surged ahead of more established rivals in the switching stakes to capture 38% of all energy switches between September 2024 and September 2025.
Switching rates tell a clear story of shifting consumer preference. Power NI and SSE Airtricity’s switch shares have plunged to 31% and 44% respectively, while Share Energy’s has gathered substantial momentum, having jumped from 22% historically to 38% in the past year. This trend highlights how households are turning away from traditional suppliers in search of better value, transparency and service.
Also, according to the latest NI Utility Regulator Quarterly Retail Energy Market Monitoring Report, which covers April to June 2025, domestic and industrial customers were responsible for over 21,700 switches completed during that period, with a switching rate of 2.4% for households, and an increase from 1.5% in Q1 2025 to 2.0% in Q2 2025 for industry and commerce. The report also reveals that Share Energy is moving up in the trend, capturing 29.4% of the switches in both residential and I&C sectors.
New energy, fresh momentum
The figures highlight a decisive shift in customer behaviour, with Share Energy establishing itself as the fastest-growing challenger in the market. While Power NI, as the former monopoly supplier, retains the largest overall base, switching customers are making their preferences clear.
“This data shows that Share Energy is no longer just the new name on the block. We are quickly becoming the natural choice for Northern Ireland households,” said Damian Wilson, CEO of Share Energy. “Our promise is simple. Deliver real savings, fairness and transparency. When independent data shows customers are increasingly choosing Share Energy over traditional suppliers, it’s clear that our model is working. In less than one year, over 20,000 households have joined us.”
Customer savings driving growth
Independent analysis confirms that customers switching to Share Energy are achieving meaningful savings:
- 70% of new customers choose Bill Pay arrangements.
- 30% opt for Pay-As-You-Go flexibility.
Share Energy’s rising dominance in the switching market reflects a broader industry shift. Households are increasingly willing to leave traditional suppliers and align with new entrants who focus on value, fairness and customer-first service.
