ELECTRIFY.SG is Singapore’s first marketplace for retail electricity. Founded by two senior executives from the electricity industry, ELECTRIFY addresses some very real needs in Singapore’s energy market and represents the next evolution in the market’s maturity. For the first time, consumers have the power to choose how they want to buy electricity—from cheaper electricity prices to zero-carbon energy, bundled deals to energy-efficiency offers. Every energy quote is bespoke and generated by Fibonacci™, our proprietary electricity pricing engine that sifts through millions of possible price permutations. We allow consumers to seamlessly source and pay for energy and related services.
JULIUS TAN (CO-FOUNDER & CEO)
Julius spent the past three years in the Singapore energy market, as a Research Engineer at the Solar Energy Research Institute of Singapore (an institute at the National University of Singapore), thereafter moving on as an energy trader and Head of the Energy department at a clean energy retailer in Singapore. Over the course of 24 months, he set up and grew it into of the largest independent retailers. Looking ahead, Julius and team aim to build Electrify.sg to offer a seamless and engaging experience for customers and thereby unlock value for both consumers and retailers.
Julius has a Bachelor’s and Master’s degree in Mechanical Engineering from the University of Cambridge. He previously worked at the Singapore Economic Development Board (Cleantech), Standard Chartered Bank (Global Transactional Banking), and Schlumberger.
MARTIN LIM (CO-FOUNDER & COO)
Martin has over 20 years of experience in the mass communications industry, having served as both a creative and strategic lead for a diverse range of clients ranging from SMEs to MNCs. The last decade provided a great deal of exposure with business startups and regional business development. He was headhunted to a regional sales role for InMobi, currently the world’s largest mobile Internet ad platform, and his interests in energy and water led him to subsequently co- found a company to develop water treatment systems for disaster relief. As the main business driver for this business, and other clients, he led in virtually all strategic areas including planning, business development and consolidation.