Rightcharge has launched a refreshed brand identity alongside new operating principles intended to support its growing role in the UK electric vehicle fleet sector. The update includes a “Transparency Promise,” new automation tools and a commitment to clearer communication as the company expands beyond its early start-up phase.
The newly announced “Transparency Promise” formalises Rightcharge’s practice of not adding hidden margins or fees to home or public charging prices. The company said the initiative is intended to provide fleets with greater clarity over charging costs, noting that the approach has been part of its pricing model since 2019. “Fleets should have full visibility regarding where their capital is allocated,” Rightcharge stated.
See also: Rightcharge Raises £1.6 Million to Simplify Fleet EV Home Charging Reimbursements
The brand refresh also includes the introduction of “Automation Agents,” digital tools designed to streamline administrative processes related to EV fleet operations. The system automates reimbursement tasks, consolidates charging data into a single bill and reduces manual workload for fleet managers. According to Rightcharge, the tools are aimed at replacing legacy fuel-payment systems that do not easily support electric vehicle operations.
A third principle, described as “Helpfulness,” outlines a plan to reduce technical jargon across customer-facing materials. This applies to both the platform interface and customer support channels. Rightcharge attributes its reported 100% customer retention rate to this emphasis on straightforward communication. CEO Charlie Cook said the brand update reflects the company’s intention to maintain clear and efficient operations, noting that the refresh “confirms the company’s commitment to working honestly and quickly.”
See also: UK’s AA Trials Electric and Hybrid Vans as Part of Fleet Transition
Founded in 2019, Rightcharge offers consolidated HMRC-compliant billing for home and public charging, automated driver reimbursement directly to household energy bills and access to more than 70% of UK charge points through a single card and app.