Callum Morgan
Smart Tariff Expert | EDF Retail
Meet Callum Morgan, Product Design Expert for Smart Tariffs at EDF.
About Callum Morgan
Since joining EDF in 2020, Callum has worked across several areas of the business and contributed to initiatives including Beat the Peak, Sunshine Saver, Sunday Saver, EV Smart Charging and, more recently, FreePhase. Through this work, he has helped customers play a more active role in the transition to a smarter, more flexible energy future.
As a Product Design Expert for Smart Tariffs, Callum has led the development of smart tariffs such as FreePhase, helping customers get more value from their energy, save money and feel more in control.
His work combines customer insight, behavioural economics and product design, resulting in more engaging experiences that support our move toward an electric Britain.
Areas of expertise
- Smart tariffs
- Flexible energy initiatives
Awards and accolades
Proud to be developing propositions at EDF (UK) that deliver real benefits for the environment, UK energy systems, and consumers.
Callum Morgan, Product Design Expert for Smart Tariffs
Meet Callum our FreePhase expert
Callum explains how FreePhase works, what the benefits are, and how the dynamic and static versions differ.
Projects and initiatives
FreePhase
With FreePhase Dynamic and FreePhase Static, customers can shift their electricity to cheaper times to reduce grid demand and save money on their bills, or even unlock free electricity during periods of surplus renewable electricity on the grid.
Sunday Saver
An energy initiative where customers could earn periods of free electricity by shifting some of their usage away from peak hours.
EV Smart Charging
Smart charging allows customers to optimise their EV charging, with the tariff bolt-on automatically triggering charging during periods of low grid demand, helping them save cash and utilise more renewable energy.
Sunshine Saver
In collaboration with Brighton and Hove City Council, Sunshine Saver provided eligible customers with solar panels and a battery, and moved them onto a dynamic time-of-use tariff, making solar more accessible.
Beat the Peak
By reducing usage during peak times, customers could earn credit. The amount of credit customers could earn was dependent on how much energy they saved.
More from Callum
Callum commenting on...
FreePhase, 2026
It's like buying a train ticket. You pay less during off-peak times than you would during busy commuting hours. With FreePhase, your energy works the same way.
FreePhase puts you in control. By changing when you use electricity, you could change what you pay.
Sunday Saver, 2024
It has been a fantastic process to reach this point: using insights from our trials to continually enhance the offering (with many more developments to come!) and working with a brilliant team to bring it to market.
We want to reward customers for making a positive change to their behaviour. We considered providing bill credits or vouchers to customers, but after crunching the numbers we landed on free electricity.
Meet Callum our FreePhase expert
Callum explains how FreePhase works, what the benefits are, and how the dynamic and static versions differ.