Frank Energy brand to wind down, customers to be transferred to Genesis

Frank Energy has announced it will no longer be accepting new customers from today, with the brand set to be phased out entirely by September 2025. The decision will see all current Frank Energy customers gradually migrated to Genesis, or to another electricity retailer of their choice.

Launched in 2022 by Genesis Energy Ltd, Frank Energy was designed to offer a simpler, more transparent alternative in the retail power market. However, Genesis has cited sector-wide changes and the growing complexity of maintaining two distinct retail brands as the reason for consolidating under a single Genesis brand.

In a statement, the company said: “Genesis must now consider how to position itself to best meet the ever-changing future energy needs of Kiwis. Consolidating into one brand will allow for increased focus and investment in providing a better energy experience.”

From today, Frank Energy is closed to new customers and existing users will no longer be able to move house while staying with the brand. All current accounts will either be automatically transferred to Genesis from September or moved to an alternative provider chosen by the customer.

Customers are being encouraged to explore their options using Powerswitch, the independent comparison service run by Consumer NZ. Those who do not take action will be moved to Genesis’ no-term Flexi-Plan, with Genesis rates and terms applying.

Frank Energy customers should expect direct communication from the brand this week outlining the steps involved in the transition, and are urged to ensure their contact information is up to date.

Personal account information — including contact and meter details — will be shared with Genesis to enable a smooth transfer. However, customers will need to set up new direct debit arrangements and WINZ payment redirections where applicable.

Genesis Energy Ltd operates both Genesis and Frank Energy, and this change marks a strategic shift toward simplifying its market presence amid changing energy demands and operating costs.