A self-described "energy matchmaker" aims to save Illawarra residents a total of $100,000 on their power bills over the next three months.
Wollongong is the first location to benefit from Foxie, a free service designed to save residents and businesses money.
The service - at foxie.com.au - launches on Monday and founder Adam von Einem said saving $100,000 in three months was a "conservative" target.
"Generally what we say is it's hundreds of dollars for residential customers, thousands of dollars for businesses on an annual basis," Mr von Einem said.
"In residential, there are some customers that we've saved over a $1000 a year. In businesses, there will be some that we can't save a thousand for but generally, that's the rule of thumb.
"That really depends on what deal they're currently on, what usage profile they currently have and what deal we can provide them."
Mr von Einem, a former general manager of the health insurance comparison site iSelect, said there were several reasons for choosing Wollongong as Foxie's starting point.
"NSW has more recently been deregulated in the energy market and the concept of choice is far less known in NSW - and the concept of shopping around is far less known too," he said.
"That was the first port of call. Then we wanted to go into regional areas and Wollongong popped up because it's a big enough town where we think we can make a real difference.
"It's had its challenges with industries reducing and slowing down. I related it to my childhood growing up in Geelong, so it drew a personal connection as well."
Mr von Einem said people could visit the Foxie website, enter their details and a specialist would then track down the best deal - some of which were exclusive to Foxie.
He said many people could find it too time-consuming and confusing to do all that legwork themselves.
"We did quite a lot of market research before we started and what we found is people genuinely felt trapped," he said.
"They got their bill, they looked at the kilowatt hours, they looked at the service charge or they found it a challenge to even identify where the service charge was.
"It was just too hard. What we do is simplify the whole process by reviewing their bill, helping the customer understand what they are getting and then explaining what we have on offer and what the benefit is.
"Then it's really up to them what they want to do."