Iberdrola Unveils Niba: Spain’s First Neo-Energy Company Blending AI, Agility, and Customer-Centric Innovation
Iberdrola, a global leader in renewable energy, has taken a bold step toward reshaping the Spanish energy market with the launch of niba, a 100% digital corporate start-up positioned as the country’s first “neo-energy” company. Drawing inspiration from the revolutionary impact of neobanks on the financial sector, niba seeks to redefine the customer experience in energy by prioritizing agility, artificial intelligence, and a customer-first approach. The initiative is part of Iberdrola’s ongoing strategy to anticipate emerging needs in a rapidly evolving energy landscape and remain at the forefront of digital transformation.
A Next-Generation Energy Experience
The genesis of niba is rooted in Iberdrola’s vision of anticipating the future of customer needs, as the energy market undergoes rapid transformation. This transformation is being driven by two converging forces: the electrification of demand—especially in sectors like transport and industry—and the acceleration of digitalisation across society. These shifts are giving rise to a new type of energy consumer: more connected, more informed, and more demanding in terms of flexibility, transparency, and sustainability.
Recognizing this evolution, Iberdrola has positioned niba as a 100% digital, intelligent platform that reimagines the relationship between users and their energy provider. The start-up offers an interactive and conscious way to manage energy use—leveraging cutting-edge technologies to deliver an experience that is both intuitive and hyper-personalized.
Mariola Martínez, Managing Director of niba, explains the strategic thinking behind the new initiative:
“niba was created as the first neo-energy company, with the aim of bringing energy closer to people, in the same way that neobanks transformed the financial experience. The project is based on advanced technology that will offer customers a unique experience through hyper-personalisation and data. It is a time for innovation, and the launch of niba reinforces the group’s commitment to always being at the forefront.”
Digital DNA: Tech-First from the Ground Up
At its core, niba has been designed from scratch as a fully digital utility, untethered from legacy infrastructure or traditional service models. From product management to customer service, every element of the user journey is streamlined through a single app interface—eliminating the need for physical offices and enabling seamless service anytime, anywhere.
niba integrates artificial intelligence (AI) into its backbone architecture, providing real-time insights and automated services to empower customers in their decision-making. Users benefit from personalized consumption analyses, intelligent plan recommendations, cost optimization suggestions, and savings forecasts. This enables greater transparency and control over energy use, aligning with growing consumer expectations for on-demand digital services.
Moreover, the platform is purpose-built to evolve alongside its users. As AI models continue to learn from user behavior, the platform refines its offerings over time, offering dynamic personalisation that enhances the relevance and impact of its recommendations.
Empowered, Human-Centered Customer Support
While niba is a digital-first company, it maintains a strong human element by investing in in-house customer support teams with advanced technological capabilities. Unlike many digital services that rely on outsourced or automated call centers, niba’s model empowers its service agents to provide comprehensive, personalized support from start to finish.
These support agents are deeply integrated into the organization’s operations, with full autonomy to resolve issues directly within the tech platform. This approach ensures that customer service is not only fast and efficient, but also friendly and empathetic, embodying Iberdrola’s values of accessibility and integrity.
This fusion of advanced technology with human expertise creates a customer experience that feels seamless, responsive, and trustworthy—essential qualities in a sector where reliability and transparency are paramount.
A Freemium Model: Try Before You Buy
In an innovative twist on energy retail models, niba will operate using a freemium model. This means that users can download the app and access a suite of core features free of charge before committing to becoming paying customers. These features include personalized consumption tracking, real-time energy insights, and tips for optimization—tools designed to demonstrate the platform’s value upfront.
By offering tangible benefits to non-customers, niba lowers the barrier to engagement and builds trust with users organically. It also aligns with the values of transparency and fairness, a deliberate contrast to traditional models that often depend on complex pricing structures or aggressive customer acquisition tactics.
No Gimmicks, Just the Best Price
Another standout feature of niba’s business model is its honest pricing strategy. The company pledges to offer the best available rate to all customers—at all times—without gimmicks. There will be no exclusive promotions for new sign-ups or special deals for customers threatening to leave. Whether you’re a first-time user or a long-time customer, you’ll always receive the best price currently available.
This approach reflects a commitment to fairness and simplicity, stripping away the confusing and often manipulative practices that plague the energy market. By doing so, niba builds long-term loyalty and avoids the churn associated with temporary offers and conditional discounts.
Launch and Future Roadmap
niba officially launches in June 2025 with a portfolio of electricity plans powered by 100% renewable energy. This positions the company squarely within Iberdrola’s broader mission of advancing sustainability and combating climate change. Over the coming months, niba will expand its offerings to include a range of value-added services, such as smart home integrations, EV charging solutions, and personalized energy efficiency tools.
In the medium term, the start-up aims to develop a scalable, sustainable operational model that can adapt to changing market dynamics and extend its reach beyond its initial launch market. While Spain is the starting point, the model is designed to be replicable across other regions and potentially adaptable to other services beyond electricity.
Strategic Importance within Iberdrola
niba is more than just a new commercial venture—it is a strategic pillar within the Iberdrola Group. The initiative serves as a testbed for innovation, allowing Iberdrola to experiment with new technologies, customer engagement strategies, and business models in a controlled, agile environment.
As the energy industry navigates the twin challenges of decarbonization and digital transformation, initiatives like niba are essential for maintaining a competitive edge. They provide the flexibility to meet emerging customer expectations while testing forward-thinking solutions that could ultimately be scaled across Iberdrola’s global operations.
