The SmartestEnergy Journey: 15 Years of Growth

As part of SmartestEnergy’s 25th anniversary celebrations, we’re sharing the stories of colleagues who have played a key role in our success. In this piece, Robin Jolly, Key Accounts Team Manager in our Sales and Commercial team, reflects on his 15 years with the business, the changes he’s witnessed, and what excites him about the future.

I joined SmartestEnergy after spending 30 years at one of the “Big Six” energy suppliers. What drew me here was the calibre of people already within the business - individuals I respected, who had strong reputations across the industry. I felt my skills and experience would complement theirs and contribute to the company’s growth and innovation. Joining SmartestEnergy felt like a natural step where I could both learn from others and add value.

How SmartestEnergy has evolved

Over the past 15 years, the biggest change I’ve seen is our evolution from a niche player in independent generation with a small supply business into a significant force in both supply and generation.

When I first joined, our focus was on helping independent generators bring their power to market. Over time, our supply business grew alongside that, and it’s been rewarding to be part of that journey. Culturally, we’ve shifted from a start-up mindset to a more mature, purpose-driven organisation. There’s still the entrepreneurial spirit that defined us in the beginning, but now it’s balanced with a stronger emphasis on collaboration, inclusion, and long-term impact.

Achievements I’m proud of

One of the achievements I’m most proud of is being part of the Account Management team that has supplied some of our key customers consistently for more than a decade. We’ve supported them through major challenges, including the Covid pandemic and the energy crisis.

While many suppliers were exiting the market, SmartestEnergy remained committed. We continued to offer contracts and take on new sites, ensuring customers were looked after. During the energy crisis, for example, one of our logistics customers needed additional supplies to support their transition to electric vehicles. We were able to incorporate these within their existing flexible contract, avoiding the need to buy extra power on the market at a time when wholesale prices were at record highs. That’s the kind of customer-first approach I’m proud to have been part of.

Personal and professional growth

Over the years, I’ve had the chance to manage complex, high-value accounts and lead teams of skilled account managers. Each challenge has taught me more about people, the energy industry, and customer needs.

SmartestEnergy has also supported my growth personally. From leadership coaching to simply being trusted to take ownership of projects, I’ve always felt encouraged to develop. The culture of openness and trust has been just as important as any formal training.

The road ahead

The level and pace of change will be one of the biggest challenges and biggest opportunities for businesses on their net-zero journeys. Our role is to create solutions that help customers not just cope with this change but flourish in it.

After 10 years here, I can say with confidence that SmartestEnergy is in a great position to lead. And as we celebrate 25 years as a business, I’m looking forward to seeing how we continue to grow, innovate, and support our customers for the next 25.

What excites me most about the future is the opportunity we have to make a real difference for our customers. Businesses are under pressure, not only from rising costs but also from the need to decarbonise. We’re in a strong position to help them navigate both, and in doing so, grow together.

Looking forward, the challenge for sales will be helping customers balance ambition with practicality. Many have bold sustainability goals, but turning those into commercially viable energy strategies is not straightforward. Procurement decisions are becoming more complex, and customers now expect flexibility, transparency, and solutions that align with their ESG targets.

There’s also regulatory uncertainty to contend with. As policies evolve, customers look to us for guidance. Our role is to stay ahead of the curve, provide clarity, and help them manage risks, all while delivering competitive pricing and a market-leading service.

After 15 years here, I’ve seen how remaining purpose-driven and committed to our customers has helped SmartestEnergy grow and thrive. Our entrepreneurial spirit, paired with a culture of collaboration, has allowed us to build lasting relationships and deliver real value. As we mark 25 years as a business, I’m proud of the journey we’ve taken and excited about the difference we’ll continue to make in the years ahead.