[3] Good Energy said in 2010 that its aim was to move the UK away from reliance on fossil-fuel, to a network of small, independent generators supplying local customers.

[13] After announcing reduced profits for 2017, the company stated that it was seeking buyers for the remaining solar and wind sites, and would become a provider of decentralised energy services such as electric vehicle charging and battery storage.

[14] Since June 2020, Good Energy is the controlling (50.1%) shareholder in Next Green Car Ltd, a Bristol-based private company which operates Zap-Map, an electric vehicle charging point mapping platform.

[16] On 1 May 2021, Juliet Davenport stepped down as CEO of Good Energy, and was succeeded by Nigel Pocklington, previously Chief Commercial Officer of Moneysupermarket.com Group.

[26] Dale Vince, owner of Ecotricity, criticised the company's announcement in November 2021 that it would sell its generation assets, describing it as a break-up of the business.

[26][27] On 27 January 2025, it was announced that Dubai based Esyasoft had agreed to purchase Good Energy for £99.4 million, subject to a shareholder vote.

[29] In November 2021, during the 2021 natural gas supplier crisis, Good Energy said it would sell its entire 47.5 MW generation portfolio, which had a net book value of £56.8 million[33] and provided around 15% of customers' electricity.

"[35] The NCC also found that, of twelve green supply tariffs, Good Energy's was one of only two that were going farther than they are required to by law[36] (but see criticism section below).

[48] In 2006, Good Energy commissioned Oxford University's Environmental Change Unit to review the green electricity market.

When a company offers you a '100 per cent green' tariff what it is actually saying is that for every unit of electricity you use it will provide the national grid with the same amount but from a renewable source.

"[54] Since then, however, Good Energy upgraded Delabole wind farm, replacing its turbines and increasing its output[55][31] and seven other generating sites.

[57][58] It also stated that on its main tariff it retires Renewables Obligation Certificates (ROCs) at an equivalent economic value of 5% above statutory compliance levels that apply to all electricity suppliers.

In 2009 Dale Vince, chief executive of rival company Ecotricity, accused Good Energy of deliberately misleading customers over Renewables Obligation Certificates retirement and called on the National Consumer Council to amend or retract its report.

[65] In July 2017 it was alleged that there were "concerning" transactions involving Good Energy and the CEO’s husband, and a "lack of corporate governance".