Shell Energy strengthens its presence in the retail energy market through Prime Energy

A little over two years ago, the Shell Group incorporated into its structure a Brazilian company that was already standing out for its performance in the free energy market. Today, as it celebrates its 15th anniversary, Prime Energy is the multinational’s main driver for expanding in the retail electricity sector, combining the strength of a global brand with the local experience of those who have learned to speak the consumer’s language. 

Prime Energy’s rise to a new level is also a sign of the importance the business has gained within the Shell Group. The company is now led by Ana Lia Ferrero, an executive who spent 27 years at Shell and served as CFO of Shell Brazil before taking over as President of Prime. This transition reinforces the multinational’s commitment to the electric power segment and the potential of the retail market as a new strategic driver for growth. 

“For me, it was a major transformation,” says Ferrero. “I was the CFO of Shell in Brazil, focused on finance and governance, and now I lead a full company, with operations, marketing, and a commercial area. It’s a completely new challenge, but I’m super excited and very eager to do the very best I can for Prime.” 

With its origins in the free energy market, Prime Energy has evolved from a trading company focused on contract management into an energy solutions hub, combining technology, direct customer service, and commercial transparency. 

The missing piece for retail 

Today, the company serves more than 40,000 consumers across the country and has already delivered around R$ 2 billion in savings, establishing itself as one of the leading energy platforms in Brazil. 

The integration into the Shell Group consolidated a strategic movement that had been taking shape globally.

“Shell Energy is the arm that handles trading, buying and selling electricity. There was a missing link, and that’s where Prime Energy comes in,” explains Ferrero. “Shell is a century‑old brand, with very strong values and a solid presence in Brazil. Prime arrived to complement this structure, bringing energy directly to the consumer.” 

For the executive, the synergy between the two companies represents a real gain for both sides. “It was a win‑win, because you have a large company with strong values and solid processes, and a smaller company with experience in direct customer relationships and the ability to reach the retail market,” she says. “This combination creates a huge opportunity to accomplish wonderful things within the Shell group.” 

Prime Energy’s focus is on expanding its operations in the free energy market and Subscription Energy (DG) solution, offering products that adapt to different profiles of business consumers. 

In the subscription model, small and medium‑sized companies access renewable energy with an average discount of 25% on their electricity bill, without needing to install solar panels or invest in their own infrastructure. 

Ferrero emphasizes that this expansion is supported by governance and planning. “We are working hard while thinking about the future—about processes, the governance structure, and also the number of customers we aim to have ten years from now,” she says. “There is a lot happening at the same time, and it’s important to ensure that growth takes place with responsibility, transparency, and control.” 

Channel with the end consumer 

With operations under the Prime Energy brand, the Shell Group now has a direct channel with the end consumer, strengthening its presence across the entire energy value chain. 

Today, the company combines Shell’s global structure and financial strength with the flexibility and agility of a Brazilian business. “We have an authority manual that defines what can be decided within Prime and what requires Shell’s approval. Some zeros were cut, but that’s fine,” Ferrero jokes, referring to the difference in scale between the electricity and oil businesses. 

She evaluates that the support of the Shell Group strengthens Prime Energy’s reputation in a market that is still maturing. “The market we are working in still has a lot of room to evolve. It’s a market that is opening up, with many changes and increasing competition. Having a company like Shell behind us is important because it reinforces our values and the way we work: with transparency, respect, and contract compliance.” 

This attitude is seen by the CEO as a competitive advantage.

“When a client does business with Prime, they know they are partnering with a company that will follow the rules, the contracts, and the requirements, and will work in a highly integrated and transparent way,” she says. 

In addition to direct relationships with customers, Prime Energy is investing in a national network of business partners to expand its commercial reach. These partners, consisting of certified companies and professionals, help bring Shell Energy’s solutions to new audiences and regions, connecting consumers to renewable energy in a simple and secure way. 

The multichannel model and history of close customer service have resulted in high loyalty rates. Prime Energy maintains one of the lowest turnover levels in the sector, reflecting transparency in sales and clarity in contractual terms. 

The future of the energy market 

According to Ferrero, the future of the energy market will be shaped by the consolidation of companies capable of combining solidity with innovation. “The market is still immature, but it is opening up. There is a lot of competition and many new companies entering. A few years from now, I believe the market will consolidate, and the companies with strong structures and solid values will be the ones that survive.” 

The executive is also closely monitoring discussions about opening the energy market to low‑voltage consumers, which is expected to take place in the coming years. “These changes cannot be radical. Time is needed to adapt systems, processes, and economic models. We are monitoring everything closely and being transparent with customers about what we can control and what depends on external factors,” she explains. 

Based on this responsible growth strategy, Prime Energy aims to position itself among the leading companies in the energy transition within the Brazilian retail market. 

“Our goal is to grow alongside companies and people who identify with Prime’s way of working. We work closely with customers, partners, and communities. That is how we want to grow in the coming years,” Ferrero concludes. 

*This is a translated version of the original content: Shell Energy reforça presença no mercado varejista de energia via Prime Energy