CrowdFlex innovation project announces final domestic flexibility trial results, whole project trials analysis and model development success

CrowdFlex, a NESO led innovation project, funded by Ofgem’s Strategic Innovation Fund (SIF), is investigating the potential of domestic flexibility as a reliable energy source to help manage the grid. Following the completion of the summer 2025 trials, the final set of results have been published along with a summary combining the results from all three sets of beta phase trials (summer 2024, winter 24/25 and summer 2025). 

In this two-year project, CrowdFlex explored domestic flexibility as a reliable energy and grid management resource by identifying the technology capability, understanding the statistical nature of flexibility, learning about consumer behaviour, and aligning NESO and DSO requirements. 

Through large-scale randomised control consumer trials, CrowdFlex has collected data and developed demand and consumer flexibility prediction models. The final modelling report is also published, revealing the details of the state-of-the-art forecasting models, which offer the potential for real-time data-driven decision making for grid operations.  

In the utilisation trials, over the project, 107,000 OVO customers were encouraged to flex their electricity usage in turn-up and turn-down events, shifting their energy usage into or out of event time windows. In addition, 33,000 customers from across two project partners, Ohme EV and OVO, took part in availability trials, where customers were encouraged to make their EV available for automated control of when to charge, where their flexibility service provider managed how they charged or discharged on behalf of the customer. 

The trials tested a wide range of event parameters such as payment levels, consistency bonuses, incentive structures, notice periods, messaging and motivations, such as the offer of free electricity at selected times. 

Customer surveys were also an important element of the project, with over 37,000 customers responding to surveys over the duration of the beta phase, providing valuable insights on customers’ experiences taking part in CrowdFlex trials. 

The latest trial and survey results combined with the results from the whole project have produced some valuable learnings: 

• In both availability and utilisation trials, turn-up events generated a stronger response compared to turn-down events. 
• 64% of survey respondents taking part in the availability trials plugged their EV in more during the trial than they did before. 
• The latest surveys suggest that manual flexibility remains the norm, with 80% of utilisation trial participants saying that they used manual shifting. However, automation helped utilisation trial participants shift on average 30% more electricity, suggesting that automation presents an opportunity to support and enhance participation. 
• Habit formation increased in motivation over time to 39% of respondents in the latest utilisation trial surveys, up from 22% in the first CrowdFlex survey. 73% of the availability trial respondents also said that the trials had become part of their regular habits. 
• The strongest motivation for CrowdFlex participation amongst utilisation survey respondents continues to be the opportunity to save money (69%), then contributing to a greener grid (46%) and being interested in the challenge (46%). 
• Customers were price-sensitive, delivering more response when presented with more generous rewards in the utilisation trials. There was a trade-off between maximising response volume and minimising cost per kWh of flexibility response, with lower incentives being more cost-effective per kWh of flex. 
• For the availability trials, escalating payments were generally more effective and cost-efficient than flat payments (in terms of £ spent per kWh flexibility delivered). 

Sanna Atherton, CrowdFlex Project Lead, NESO said: 

“As we’re near the completion of CrowdFlex, it’s exciting to be sharing the incredibly valuable learnings and insights we have gathered and to see the contribution CrowdFlex is making to the future of flexibility. The pioneering consumer flexibility prediction models have the potential to offer real value to grid operators, helping them operate a cleaner grid, while helping consumers save money on their bills at the same time.” 

Elizabeth Allkins, Director of Future Energy, OVO said:

“OVO customers are proving that consumer flexibility isn't just possible, it's popular, to help save costs and cut carbon. We're proud to be part of a trial of this kind where insights are already being used by network operators and policy makers to inform market design for a net zero electricity network.” 

David Watson, Ohme CEO said:

“The CrowdFlex trials have shown that companies like Ohme can play a crucial role in unlocking domestic flexibility that could save UK consumers £10bn per year in energy costs by 2050. We've demonstrated that our customers will shift their plug-in behaviour when needed, delivering significant flexible capacity through dynamic automated charging. This capability will be vital in helping meet the Government’s Clean Power 2030 ambitions.” 

Charlotte Johnson, Director of Research and Analysis, CSE:

“The CrowdFlex trials have enabled us to get detailed understanding of different households’ experiences of flexibility. CSE has been able to analyse the pathways to achieve equitable outcomes for all consumers and have found that flexibility can be inclusive, if the correct support and protections are provided.” 

Find out more

CrowdFlex was awarded funding through Ofgem’s Strategic Innovation Fund, which is managed in partnership with Innovate UK. The project is being delivered for NESO by a consortium of partners: OVO, Ohme, Centre for Net Zero, ERM, AWS, National Grid Electricity Distribution and Scottish and Southern Electricity Networks. NESO is also being supported by Smart Grid Consultancy Ltd, CGI, Smith Institute and Centre for Sustainable Energy.