Octopus Energy further differentiates itself through its aspiration to make everything as easy as possible for consumers, from the simplicity of their bills and the fact that customers are not locked into a contract so they can leave at any time to offering customer service over email and social media at times that suit customers. They aim to make the eco‐friendly choice the easy choice, so all of their tariffs use 100% green electricity, while not being more expensive than their competitors' non-green tariffs.

They are continually creating innovative new products. For example, Octopus Tracker where prices changes daily to guarantee you get the market rate; Agile where the price changes every half hour to enable you to benefit from cheap electricity when the sun shines, the wind blows, and the networks are under-utilised. One of the current challenges they face is that their products are more complex than their competitors, given they use 1000x more data than traditional energy companies. They're exploring ways to explain to customers exactly how their products work.