Navigating Market Liberalization with a Competitive Retail Transformation

A leading Latin American national utility serving more than 45 million customers transformed its power retail business model to compete effectively in a newly liberalized electricity market.

+350M USD

5 years new revenue streams

+10M

Customers in new B2C app

21

Benchmarked Utilities from Europe & North America

Turning liberalization into a competitive advantage

Retail profitability was driven by regulated tariffs, with limited differentiation and fragmented customer information. Liberalization required a fundamental redesign of strategy, pricing and operations.

Objective

Reposition the retail business for competitiveness in a liberalized market by implementing a scalable and profitable commercial strategy, strengthening retention of high-value customers, and modernizing operations through standardized processes, governance, performance management, and risk control frameworks.

Opportunity

The national electricity market transitioned from a state monopoly to a liberalized structure, enabling new retailers to participate in the wholesale market and compete for end customers.

The incumbent utility was unbundled into multiple independent entities and needed to evolve from monopoly operations to a competitive, customer-centric retail model.

Rethinking the power supply strategy and operating model in a liberalization context.

Proven delivery from strategy definition to tangible transformation in large scale companies and complex markets.

Key Challenges

Lack of a unified customer view and effective segmentation

High concentration of revenue in a small percentage of customers with high churn risk (B2B)

Need to redesign operating and governance models under regulatory separation

Organizational and cultural shift from monopoly to competitive retailer

Solution

Competitive Retail Strategy & Digital Products
Defined the end-to-end B2C and B2B strategy, benchmarked global utilities, launched differentiated value propositions, and delivered a digital app platform serving +10M customers.

Energy Management & Trading Capability
Built the trading and portfolio management operating model, enabling wholesale market participation, hedging, risk control, and hands-on training for local energy traders.

Commercial Transformation & Technology Enablement
Redesigned the commercial organization and customer journeys, standardizing processes and definming an integrated technology stack (pricing, CRM, billing).

Transition Governance & Customer Risk Mitigation
Executed a structured liberalization roadmap, embedding governance, customer impact controls, and targeted B2B retention actions to protect revenue and minimize churn.

Impact

Measurable transformation in a competitive market

Additional revenue streams
Competitive participation in the wholesale market
Structured performance management across commercial operations
Mitigated customer risk exposure

This transformation enabled the utility to move from regulated monopoly dynamics to a structured, competitive, customer-focused retail model—strengthening profitability, operational discipline, and resilience in a liberalized power market.

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