Victorian Energy Market Insights
Latest insight
Key messages and findings
Same-name messaging may puzzle consumers
Retailers who have different plans with the same name make switching to the best offer harder. This happens because some retailers update prices, but use the same plan name, when competing for new customers.
This practice can be puzzling for existing customers. They may receive a Best Offer message indicating they could make savings, by switching to a plan with the same name as their current plan.
Consumers miss out on as much as $430 per year on same-named plans
Of the ten most popular consumer energy plans, six have cheaper successors with the same name.
The cost difference is highest for consumers on a version of a plan that is at least three years old.
We expect our new rules will address this issue
The commission recently published our final decision on reforms to Victoria's energy rules. From 1 October 2026, retailers must have processes for consumers to switch to the best offer that achieve an effective outcome. These will not be effective unless they are simple and accessible.
We expect retailers to design systems and publish new offers which clearly identify different plans – this will make it easier for consumers to switch.