A renewable energy supplier with more than 300,000 customers is preparing to launch what it calls the UK’s first truly personalised energy tariff – a new deal that could help households cut as much as £200 a year from their bills.

So Energy is rolling out its new “So Unique” tariff, which uses smart meter data to analyse how and when each household consumes electricity. Instead of applying standard peak and off-peak times to every customer, the technology identifies an individual home’s energy patterns and creates tailored peak, off-peak and super off-peak bands. Around 100 households who joined a waiting list are taking part in the initial trial, ahead of a wider launch later this year. According to the supplier, this approach marks a significant shift away from the traditional one-size-fits-all model of energy pricing, offering customers a structure that reflects their own daily routines.

Unlike standard time-of-use tariffs, where all customers are subject to the same schedule, So Unique assigns unique time bands and pricing rates based on actual historic smart meter readings.

A household with remote workers might have entirely different energy peaks to a family with young children or shift workers – and So Energy’s model is designed to reflect that diversity.

The company says households could save around £150 a year compared to its standard So Flex variable tariff without making any changes to their habits. Those willing to adjust their routines slightly – for example by running dishwashers, washing machines or charging devices during their personal off-peak or super off-peak periods – could increase their savings to around £200 a year.

The firm points out that around 14% of a typical home’s electricity use comes from washing, drying clothes and dishwashing alone, meaning many households could achieve these savings without major lifestyle changes.

Charlie Davies, co-founder of So Energy, said the tariff was designed to reflect the reality of modern household life.

He said: “Everyone uses energy differently, and that’s a good thing. So Unique is built around the understanding that your tariff should work around your life, not the other way around. This is the first truly personalised energy tariff available to UK consumers, and it’s designed to be fairer, smarter and more aligned with how people actually live.”

The launch comes at a time when more than two in five households with smart meters remain on standard variable tariffs, which don’t account for individual usage patterns. With energy costs still a major concern for millions of bill payers, So Energy believes its model can offer a more transparent way to manage bills while helping ease pressure on the national grid.

Will Owen, energy expert at comparison site Uswitch.com, said the industry is increasingly focused on encouraging households to adapt when they use electricity to balance demand. He said: “This personalised time-of-use tariff from So Energy is an innovative solution to help persuade households to shift their usage to different times. But you’ll have to be willing to change your day-to-day habits to see some savings.”

So Energy’s move also reflects a broader trend towards more flexible pricing in the UK energy market. EDF’s “Sunday Saver” scheme, for example, rewards customers who cut their energy use during weekday peak periods with free electricity on Sundays. Octopus Energy’s agile tariff offers different prices depending on wholesale rates, and occasionally provides “free power” windows when customers can use as much electricity as they like at no cost.

These time-of-use tariffs can work well for households able to shift their energy use to cheaper periods, but they may not suit everyone. Those with less flexibility may still find greater savings by locking into a competitive fixed deal instead.

Households interested in the personalised tariff can join the waiting list ahead of the wider rollout later this year.