Norlys Energy
Building the future of energy retail with Kraken
Norlys Energy, part of Denmark’s largest integrated energy and telecommunications group, saw the retirement of its legacy billing system as a chance to do more than replace old technology.
By selecting Kraken, the UK-based energy technology platform, they set out to build the foundations for a more responsive retail business – one that could launch new energy services faster, create more personalised digital experiences, and make everyday energy simpler for customers.
We helped Norlys Energy translate that vision into a structured, executable transformation – creating the alignment, visibility, and control needed to move the programme forward with confidence, and turn technology change into a platform for growth.
Enabling next-generation energy retail
Norlys Energy had to replace an end-of-life billing platform under a tight timeline while using the change to reshape its energy retail business for a much more complex, customer-led energy market.
They had selected Kraken as their new energy billing platform. But the decision sat inside a bigger ambition: creating a modern energy retail business that could launch products faster, personalise digital experiences, and enable services across e-mobility, flexibility, and dynamic energy offerings.
The brief stretched beyond IT, touching customer experience, operating model, governance, architecture, and decision-making. Our team mobilised the Kraken transformation programme before kick-off, combining programme leadership, energy retail insight, technical architecture assessment, and close support for the transformation leadership team.
Norlys Energy chose us because trust already existed. Through previous work, our team understood its stakeholder landscape, technical architecture, and decision-making culture, so we could move quickly, challenge from day one, and focus on execution rather than discovery.
We needed a way to move faster, make better decisions. The goal of the Kraken platform is to give us the foundation to create the energy services our customers will expect in the future.”
Navigating every opinion without losing momentum
The challenges came all at once: many stakeholders, many opinions, multi-layered decision-making, a complex technical landscape, tight migration timelines, and strategic choices that would shape the future of Norlys Energy’s retail business.
Kraken also added complexity. Their fast-moving way of working brought pace, but also forced Norlys Energy to adapt quickly while keeping enough control to make sound decisions.
The technical implementation also needed to become a commercially focused transformation: a foundation for a more decentralised, data-led, and customer-driven energy market.
Building order without slowing the pace
The first move was to build the spine of the programme: governance, roles, meeting structures, and structured decision-making processes. “On paper, those steps can sound routine,” explained PA Operating Model expert, Thea Berg. She continued, “but in transformations of this scale, speed only creates value when it is supported by the right structure. By establishing clear governance, decision forums, and ways of working from the outset, we helped Norlys Energy collaborate effectively and maintain momentum throughout the programme.”
Because Norlys Energy already knew and trusted us, our team could bring calm, challenge, and practical energy sector expertise. We connected governance, operating model, delivery, and architecture to the capabilities Norlys Energy would need in a changing retail market.
“That role went beyond facilitation,” explained PA’s Operating Model expert Ole Vestergaard. “We challenged assumptions, spotted potential misalignment early, and brought the right people together before issues became blockers. In areas such as architecture and shared technical capabilities, this created space for clearer decisions and helped teams move from discussion into action.”
In a transformation of this scale, the hardest part is often getting strong stakeholders with different priorities to move in the same direction. We created a shared view of the target and a decision framework that made trade-offs clear, helping programme, product, and technology teams make decisions with confidence.”
Our team shaped the programme rhythm, ran planning and risk management, introduced JIRA ways of working, connected everyday progress with Kraken, and brought technical and architectural thinking into the setup. This helped Norlys Energy manage migration, organisation, and architecture in a coordinated way.
Workshops and working sessions built ownership through structured exercises, clear follow-up actions, and hands-on support for workstream leads.
The value came from joining the dots. Governance on its own is not enough, and architecture is not enough. Both need to be connected to the business outcomes the platform is there to unlock. That link between delivery, technology, and business value was a key part of our contribution.”
Working as part of the Norlys Energy team, rather than as separate external advisers, made collaboration open and productive. Our challenge was grounded in the day-to-day reality of the programme.
Unlocking growth from a future-ready energy platform
The result was stronger alignment, clearer direction, better collaboration across streams, and sharper decision-making where migration, technology, organisation, architecture, and commercial priorities meet.
It also gave the programme flexibility as priorities shifted. In a fast-moving environment with blurred boundaries between scope, requirements, and delivery, our team helped Norlys Energy keep momentum without losing control.
That matters because Kraken gives Norlys Energy the foundation for a more responsive retail model: faster propositions, more personalised customer journeys, and services linked to EV charging, flexibility, and dynamic products. It positions Norlys Energy to move beyond billing and become more proactive, digital, and customer-led.
The lesson for any client facing a major technology platform change is simple: transformation succeeds when governance, architecture, and commercial choices move together.”
What we valued was the way the PA team worked with us. They brought structure without adding drag, challenged us when it mattered, and helped us turn Kraken into a transformation Norlys Energy could deliver and grow from.”
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