Servista provides online customers with one bill for their gas,
phone and electricity. The service aims to take the hassle out of
bill-paying as well as offering customers savings on their energy
Servista plans to include internet and mobile phone bills as part of its
online offering in the near future.
Characteristics Although rather unimaginative in its design, the site is
easy to navigate and very informative. You can sign up for
Servista.call, Servista.gas and Servista.power.
Target demographics This online provider is aimed at the usual
’cash-rich, time-poor’ professionals, although the service is free.
Servista makes a small margin on its services.
Principals The company was founded last year by its chief executive,
John Gorman, and chief of operations, Courtney Sheets.
Backers Now in its wave of second round financing, Servista secured
around pounds 3 million in its first round from Arts Alliance Advisors,
Sofinnova Partners and Sussex Place Investment before launch.
Marketing strategy You can’t have missed Red Dwarf’s Norman Lovett
plastered all over the London Underground over the past few weeks. The
company also has online advertising on the way from Outrider, and Banks
Hoggins O’Shea FCB is putting together some mainstream marketing.
Competitors Contrary to Servista’s belief that no-one is doing the same
thing, not only does Yorkshire Electricity allow people to settle bills
online but Richard Branson has just unveiled VirginEnergy, which will no
doubt snap up a chunk of the market share.
THE YEAR AHEAD
Survival in Question
This might all seem a bit too much of an effort for many still-sceptical
consumers, as the process is a little complex. The fresh-out-of-the-box
Virgin brand looks likely to do better.