New York is leading the way for business model innovation across the energy industry.

BOULDER, Colo., July 21, 2015 -- Simple Energy, a Software-as-a-Service (SaaS) company that uses behavioral science, big data analytics, and digital marketing to educate and empower consumers on energy consumption, and Iberdrola USA, a subsidiary of Iberdrola, S.A., an energy service and delivery company, recently announced a proposed partnership as part of New York State's new energy plan to help utilities achieve Reforming Energy Vision (REV) goals. Iberdrola USA's New York utility, RG&E will incorporate Simple Energy's Marketplace platform for customers to purchase curated distributed energy resource (DER) products with targeted and broad-based instant incentives.

Marketplace is a utility branded e-commerce platform that connects utilities and consumers by offering energy-saving products and services with instant rebates. The product will allow Iberdrola to deliver a utility-driven customer engagement platform to increase market animation, customer DER utilization, and community engagement and interaction, while creating new revenue streams and enhanced efficiency for existing utility programs.

"Engagement - combined with behavioral science and personalization - is transforming the utility business model in historic ways, allowing people to re-think how they see and use energy," says Yoav Lurie, CEO and Co-Founder of Simple Energy. "Marketplace is a perfect solution to provide consumers targeted energy-efficient household products, and helps save energy along the way. We are excited to be a part of this defining time in the industry."

Iberdrola's goal is to engage customers to make smart, informed purchasing decisions by delivering targeted energy-saving products and services in a curated experience that builds on IUSA's best-in-class customer satisfaction and quality touch points with its customers.

New York is leading the way for business model innovation across the energy industry. With the increasing deployment of renewable energy resources, combined with aging infrastructure, extreme weather, and security needs, the state's utilities are transforming the way electric energy is produced, managed and consumed. REV aims to reform the state's energy industry and regulatory practices, leading changes that promote distributed energy management through efficiency, demand response, and increased renewable resource use, and greater use of energy management products. In turn, these will empower customers with a choice in how they manage and consume energy.

"The REV initiative is an exciting opportunity for us to expand our relationship with customers as their trusted energy advisor," says Mark Lynch, President and CEO of NYSEG and RG&E. "We are a leader in the evolution of the utility industry, and offering our customers on-demand services through a Simple Energy's Marketplace product is an example of the new role and new services we are proposing for our pipes and wires companies."

ABOUT IBERDROLA USA
Iberdrola USA is the U.S. subsidiary of global energy leader Iberdrola, S.A. The Iberdrola USA companies employ about 5,000 people with operations in 24 states from New England to the West Coast, providing electricity generation, transmission and distribution, natural gas storage and distribution, and energy services. From more information, please visit our website: www.iberdrolausa.com. Follow Iberdrola USA on Twitter at www.twitter.com/IberdrolaUSA.

ABOUT SIMPLE ENERGY
Simple Energy's Software-as-a-Service ("SaaS") digital marketing platform uses behavioral science, big data analytics, and digital marketing techniques to change how people save energy and how utilities engage their customers. Located in Boulder, Colorado, with offices in London, Simple Energy is currently partnering with top tier utility customers across North America. Simple Energy is making energy efficiency fun, social, and rewarding. For more information visit www.SimpleEnergy.com and follow https://twitter.com/SimpleEnergy on Twitter.