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18 October 2021

Pure Planet

Pure Planet stopped trading on 13th October 2021. Customers will be moved to Shell Energy.
Sarah Ingrams

Pure Planet was launched in 2017 as a digital-only energy firm which said it offered ‘greener, cheaper energy’. It closed in October 2021.

It had 235,000 customers. If you're among them, energy regulator Ofgem has chosen Shell Energy as your new supplier.

Shell Energy will contact you in the coming days about the transfer. 

Any credit you had with Pure Planet will be protected and moved automatically to your Shell Energy account. 

Your new tariff, if you pay by direct debit, will be called 'Flexible 6' and is covered by Ofgem's price cap. Shell Energy says that your payment information will be moved across to it so you don't need to cancel your direct debit. 

If you're a prepayment customer, your tariff will be 'Flexible Prepayment 6', which is also covered by Ofgem's price cap. You can continue to top-up as usual and shouldn't lose any credit on your meter.

Shell Energy will contact you with more information about your new tariff in a few weeks.

Take a meter reading as Shell will need this when setting up your account - it will ask for it when it's ready.

Find out more about what to do if your energy supplier stops trading. Then see what customers think of Shell Energy.

Pure Planet said it sold renewable energy for less than power that pollutes and didn't make a profit on the energy its customers use.

BP had a 24% share in Pure Planet and bought the renewable electricity and carbon offset gas on its behalf. 

Customers had to manage their accounts online, via its website or app, with the help of digital customer service assistant WattBott. 

Compare gas and electricity prices using Which? Switch to see how your new supplier's tariffs compare.

Pure Planet customer score

Pure Planet mobile app

Pure Planet came 5th out of 35 energy companies when we asked 7,460 members of the public in the annual Which? energy companies satisfaction survey. Our analysis gives a broad and independent view of energy companies so you can be sure that you're picking the best when you use our results.

Pure Planet was one of just two Which? Recommended Providers (WRPs) for energy this year, until it closed.

Find out more about how energy companies qualify to be Which? Recommended Providers, or keep reading to see what Pure Planet’s customers thought of it.

Good rate for a 100% renewable energy tariff.

Pure Planet customer

Pure Planet score breakdown

The graphic beneath shows the breakdown of Pure Planet’s score in our latest survey. Scroll down to read our verdict on Pure Planet and to find out more about its prices.

Find out how Pure Planet compared with other energy firms in our guide to the best and worst energy companies.

Which? verdict on Pure Planet

It was only the second time Pure Planet had been included in our annual energy companies survey and it impressed on both occasions. Feedback reveals that customers were satisfied, especially with how accurate its bills were.

It received the full five-star rating for bill accuracy and equalled the other Recommended Provider –Octopus Energy – with four-star scores for value for money and clear bills. 

Pure Planet also passed our assessment comparing its procedures with those of other firms, and our performance and pricing checks, to become a Which? Recommended Provider for the second year in a row.

Pure Planet mobile app

Pure Planet was good value for money, according to its customers. It was one of seven energy firms in our survey to score four stars for this. Just one firm managed the full five star rating, while a couple fared very poorly, achieving just a single star for value for money.

The structure of its tariffs was unusual. It sold gas and electricity to customers without marking up wholesale rates, and charged a monthly membership fee on top to cover its costs.

This meant that the price of its variable tariff could change when wholesale prices did (though it gave customers 30 days’ notice). It promised to protect new customers’ prices for their first two months. Its membership fee was also variable and reviewed four times a year.

The bill clearly sets out how much I am being charged and why.

Pure Planet customer

You needed to be comfortable managing your account online or via an app to join Pure Planet, for example submitting meter readings, checking your balance and asking questions of customer services.

There was no customer phone number. 

Customers in our survey were positive about its customer service, though we did not get enough responses in our survey to give it a star rating.

When my smart meter stopped working, customer services dealt with it fast and they were very helpful.

Pure Planet customer

Very good communication and prompt when I have asked them questions. However the bot is unhelpful for more complex queries.

Pure Planet customer

Pure Planet received between six and nine complaints per 1,000 customers in the six months of 2020. That's not bad, but not the fewest – other firms included in our survey had between two and 21 complaints from the same number of customers. 

Customers’ direct debit payments are higher between October and March than in the warmer months. Pure Planet said this is because homes typically use 60% of their energy in winter and stopped customers building up large amounts of debt or credit. Other firms spread direct debit payments equally throughout the year.

Pros: A Which? Recommended Provider (until it closed in October 2021) whose customers loved how accurate its bills are

Cons: Direct debit payment only; no phone customer support

Can I join Pure Planet with a prepayment meter?

Pure Planet has closed and new customers cannot sign up.

It could support prepayment meters for existing customers. Those with second-generation smart meters in prepayment mode were automatically changed to 'credit' mode when they switched. 

Check our guide to prepayment meters to see other suppliers which support prepayment meters, and how customers rated them in our latest survey.

Pure Planet in the news

Pure Planet in 2021

October: Pure Planet stopped trading, Ofgem announced. Shell Energy is the appointed supplier for its customers.

Pure Planet said: 'Due to the global energy crisis, record high wholesale energy costs, and the restrictions placed on us by the Ofgem Price Cap, we are unable to keep operating Pure Planet.'

It added: 'It wasn’t meant to be like this, of course. Pure Planet has been much praised: we have many awards to our credit. We’re one of only two Which? Recommended Providers ... We had hedged the energy we promised to supply to our Members through to next spring. We were on track for our first profits at the end of this financial year. We have had a supportive backer in BP — one of the biggest energy companies in the world. But all of that was not enough to stop the fall.

'Despite all the good things we’ve mentioned, we were being forced to lose money through sky-rocketing global wholesale energy prices clashing with a domestic staid government and regulatory policy — the price cap.'

Want to find out which energy firm sells the best deal for you? Use Which? Switch to compare gas and electricity prices.