Across the country, far too many households continue to carry the burden of high energy costs. These challenges are compounded by complex program requirements, limited outreach, and gaps in program awareness—making it harder for many customers to participate in offerings designed to help them. Often labeled “hard to reach,” these customers are not disinterested—they’re underserved by outdated systems and disconnected touchpoints.
To address this, it’s essential to reimagine energy engagement through a more equitable lens—one rooted in data, accessibility, and local relevance. It’s time to rethink how we connect people to energy savings. One of today’s most effective—and underutilized—tools? The online marketplace.
Ready to learn more? Download our latest research-backed report, Optimizing Modern Energy Programs for Financially Constrained Households and explore how to turn energy equity goals into measurable outcomes.
Marketplace: More Than a Storefront
Today’s energy marketplaces go far beyond online product catalogs. They serve as dynamic entry points for energy engagement—places where customers can explore incentives, enroll in programs, and take action with confidence.
A well-designed marketplace reduces friction by applying rebates at the checkout, providing pre-qualified product suggestions, and creating a familiar, online shopping experience that makes participation approachable. When paired with community-specific features like language options and ZIP code-specific offers they become even more powerful. They transform into bridges for equity: approachable, actionable, and built for real people.
Data-Driven Design. Human-Centered Delivery.
What truly unlocks the potential of a well-designed marketplace is the integration of data-driven targeting. Advanced customer propensity models use a wide range of data—demographics, building specs, past purchases, energy usage patterns, and geographic trends—to predict which customers are most likely to act. Whether it’s buying a smart thermostat or joining a demand response program, these insights allow energy providers to focus resources where they’ll have the biggest impact.
This isn’t just about segmentation, it’s about connection. Predictive modeling helps identify who needs what, when, and how best to reach them. And with personalized product recommendations based on real behavior, these platforms see significantly higher conversion rates, up to 42% more than traditional one-size-fits-all outreach. That is a critical lift when trying to reach an underserved audience.
Design That Drives Action
Awareness alone doesn’t drive savings—action does. That’s why every engagement touchpoint should lead to a clear, relevant next step.
A community flyer can point to a QR code that loads a pre-qualified product cart. A social media ad can lead directly to a marketplace equipped with personalized product recommendations and incentives. Each interaction becomes a springboard for deeper engagement.
The result? Fewer abandoned carts, more participation, and a smoother experience for the customer.
A Pathway Built on Trust
Many households are understandably wary of programs that promise savings but deliver complexity. Marketplaces change that by providing a straightforward, consistent experience—from eligibility checks to final checkout. When customers see real savings upfront, clear next steps, and accessible customer support, trust grows.
That trust is further strengthened when every touchpoint feels personalized and relevant, thanks again to smart segmentation and forecasting that tailors communications and product recommendations to each customer’s profile.
And over time, that trust becomes the foundation for deeper participation in additional programs—weatherization, electrification, demand response, and more.
Marketplace as a Movement
When thoughtfully designed, a marketplace becomes much more than a digital convenience—it becomes a platform for transformation. It’s where equity meets technology. Where insight meets outreach. Where communities once overlooked are finally empowered to act.
Bringing It All Together
Behind the most successful marketplace is a partner that understands how to integrate strategy, data, and design. That’s where Franklin Energy comes in.
With industry-leading customer propensity modeling, marketplace expertise, and a deep commitment to equity-focused energy solutions, Franklin Energy helps utilities and state energy offices build platforms that drive results. Our tools empower smarter outreach, targeted engagement, and lasting impact—bringing more households into the clean energy future.
Want to explore what’s possible in your service area? Let’s connect—and build a Marketplace that meets people where they are and helps them move forward.
