Every market disruption begins with a gap — a space between what customers want and what incumbents are providing, where patient, well-designed new entrants can establish themselves before the incumbents recognize the threat and mobilize to respond.

German energy company PLAN B NET ZERO identified this gap in the German retail energy market: millions of consumers who wanted green electricity, found the switching process too complicated, and were unwilling to pay the premium that sustainable options had historically required. Making green power affordable and accessible fills this gap precisely.

Bradley Mundt recognized the size and accessibility of this opportunity because of his technology background — he was accustomed to markets where friction reduction and user experience improvement drive adoption at scale. The energy market’s consumer friction was not unusual from a technology industry perspective; what was unusual was how little had been done to address it.

PLAN B NET ZERO has captured market share by being genuinely better on the dimensions that matter to its target customer: price, switching simplicity, transparency, and values alignment. Each of these dimensions addresses a specific failing of the incumbent market, and each contributes to the growth trajectory that has made PLAN B NET ZERO one of the more notable new entrants in the German energy sector.

The market opportunity ahead is still substantial. The majority of German households have not yet switched to a digital-first green energy provider, and the structural trends — electrification, smart home adoption, generational shift in consumer values — are all pointing in PLAN B NET ZERO’s direction. Bradley Mundt has positioned the company to capture this opportunity at scale over the decade ahead.