When most of us think about electricity, we think about the lights coming on when we flick a switch or our air-conditioning humming to life on a humid night.
But behind that invisible current powering over 170,000 homes in Singapore is a story that pulses with something far more electrifying: purpose.
This year, Geneco celebrates seven years of doing just that, Powering the Nation. To understand more, we managed to catch Lim Han Kwang, CEO of Geneco and Deputy CEO of YTL PowerSeraya, for a quick interview.
It quickly became clear that the company’s mission is no longer just about kilowatt-hours. Rather, it’s about catalysing a kinder, greener future – one home, one customer, one choice at a time.
From Retailer to Changemaker.
“A year after the Open Electricity Market started, we became one of the leading electricity retailers, serving over 100,000 households,” Lim explains.
Since its early days, Geneco has racked up an impressive list of milestones. By 2021, the company introduced the Power Eco Add-on, Singapore’s first and only green customisable option for electricity plans, allowing consumers to offset their carbon footprint with renewable energy certificates (RECs) or carbon credits (CCs).
That initiative alone has already helped abate more than 12.9 million kilograms of CO₂ emissions, or, as Lim puts it, “an equivalent to 16,820 raintrees.”
In 2022, Geneco officially became Singapore’s No. 1 residential electricity retailer, and this year, the company launched the Get it 7 to 7 plan, introducing a two-tier pricing system that nudges households to be more energy-conscious during peak and non-peak hours.
Aligning With Green Plan 2030 and SG60.
In a city-state that takes its Green Plan 2030 as seriously as its food, Geneco’s initiatives haven’t gone unnoticed. “Being at the forefront of technology, innovation, and customer experience is of utmost priority at Geneco, in order to address the evolving needs arising from the nation’s energy transition roadmap,” says Lim.
Together with parent company YTL PowerSeraya, Geneco has poured over SGD$5 million into expanding its solar infrastructure fivefold, from 1MWp to 5MWp. They’re also leading a massive SGD$800 million project to build a 600MW hydrogen-ready power plant at Pulau Seraya. Slated for completion by end-2027, this plant can power approximately 864,000 four-room HDB flats, and is designed to eventually run on 100% hydrogen, contributing towards the nation’s net-zero emission goal by 2050.
“SG60, marking Singapore’s 60th anniversary, encourages collective action and emphasises sustainability to build a better future. This includes promoting environmental sustainability, giving back to the community, and reinforcing national values like resilience and shared commitment,” Lim adds.
Empowering Everyday Sustainability.
Beyond infrastructure and innovation, Geneco’s beating heart lies in community engagement. Sustainability, in their eyes, isn’t top-down; it’s bottom-up.
Their partnership with NParks is a great example. While they originally pledged to plant 250 trees to support the One Million Trees SG initiative, to date, 450 trees have already taken root, with a fresh pledge of another 250 trees to come. This community engagement has also resulted in the curation of campaigns such as #Se7enbration.
“As we understand there is no one solution for all when it comes to sustainability, we will continue to innovate with products that empower them to adopt a greener lifestyle on their terms and preferences,” Lim emphasises.
As part of the campaign, the Power Eco Add-On gives customers a sliding scale of commitment, while initiatives like Get it 7 to 7 fit neatly into the rhythm of daily life, subtly encouraging smarter consumption.
#Se7enbration
Which brings us to #Se7enbration, Geneco’s year-long campaign marking seven years of impact. “The #Se7enbration campaign underscores Geneco’s unwavering commitment to celebrate the support and trust that our customers have shown over the past seven years. Our customers are our partners in this journey of creating a more environmentally conscious nation,” Lim reflects.
The campaign reinforces that message by putting customers front and centre, celebrating their role in shaping Geneco’s journey and, by extension, the nation’s sustainable future.
Looking ahead, Lim hints that this is just the beginning. Geneco will continue to evolve, innovating new products, supporting national efforts, and empowering Singaporeans to make greener choices without compromising on convenience or cost.
“Beyond these 7 years of milestones and achievements, we will remain committed to encouraging our customers to be empowered, by strategically offering them options that align with their values. By continuously doing so, we hope that, moving forward, making sustainable choices becomes second nature for all Singaporeans,” he added.
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