Beko Unveils FlexiStart for Cost-Effective Appliance Usage During Off-Peak Hours
In an innovative move aimed at optimizing household energy consumption, Beko has announced its latest feature, FlexiStart, set to revolutionize how consumers utilize their connected appliances. This cutting-edge function is powered by the HomeWhiz app, allowing families to automate the operation of their household devices when electricity prices are at their lowest. The official launch is scheduled for January 2027, with initial integrations with energy suppliers in Germany and Turkey.
FlexiStart embodies Beko's commitment to reducing energy costs for consumers while simultaneously enhancing demand flexibility on the electrical grid. With rising energy prices and increasing reliance on renewable sources, Beko's introduction of FlexiStart aligns with current trends in energy efficiency. The functionality encourages users to schedule appliance cycles during off-peak hours when electricity demand is lower, thereby decreasing expenses.
Notably, the electricity price varies throughout the day due to fluctuations in supply and demand dynamics. Typically, rates drop during periods of low demand or ample supply, while they surge in the mornings and evenings when consumer demand peaks. FlexiStart leverages this pricing model, making it practical for households under dynamic or time-based billing regimes, reflecting price variations directly in their electricity bills.
The HomeWhiz app plays a crucial role, analyzing daily electricity prices and recommending optimal times to run specific appliances. With just a button press, users confirm their preferred schedule, allowing the appliance to run when costs are minimized. FlexiStart utilizes two primary methods of operation: through partnerships with energy providers, which allow real-time integration of updated rates, or through user-defined time slots for their lowest tariff periods.
Initially, this innovative functionality will be available for washing machines, dishwashers, and dryers, with plans to expand to refrigerators and air conditioning units throughout 2027. Beko's efforts are further bolstered through collaborations with energy providers in Germany and Turkey, which will offer customers recommendations based on their specific tariff conditions, enabling users to optimize their electricity usage effectively while contributing to a more balanced grid.
These initiatives follow a successful pilot project in the Netherlands, and Beko aims to gradually extend these partnerships to other markets. As the share of electricity from variable renewable sources increases, energy systems increasingly require optimized demand models that can flexibly adjust throughout the day. Beko is a founding signatory of the EU Code of Conduct for Energy Smart Appliances (ESA), underscoring its commitment to ensuring that connected devices comply with common standards compatible with any energy management systems.
Ragıp Balcıoğlu, Beko's global marketing director, emphasized the significance of even small changes in when households operate their appliances, stating, "This can lead to real flexibility in the power grid while also helping families cut down on energy costs." Presenting FlexiStart at the COP31 reflects Beko's vision that energy transitions go beyond centralized power plants to individual homes.
As a leading global appliance manufacturer, Beko operates in over 55 countries with about 45,000 employees and has an annual revenue of €10.7 billion as of 2025. The company is committed to developing innovative solutions that promote sustainability and energy efficiency, holding over 4,500 international patent applications, showcasing its dedication to advancing technology in the appliance sector. Beko’s commitment to sustainability has earned accolades for seven consecutive years in the Corporate Sustainability Assessment by SP Global. Further, the company ranked as the 89th most sustainable business globally in 2026, reflecting its enduring leadership in green practices in the home appliance industry.
FlexiStart embodies Beko's commitment to reducing energy costs for consumers while simultaneously enhancing demand flexibility on the electrical grid. With rising energy prices and increasing reliance on renewable sources, Beko's introduction of FlexiStart aligns with current trends in energy efficiency. The functionality encourages users to schedule appliance cycles during off-peak hours when electricity demand is lower, thereby decreasing expenses.
Notably, the electricity price varies throughout the day due to fluctuations in supply and demand dynamics. Typically, rates drop during periods of low demand or ample supply, while they surge in the mornings and evenings when consumer demand peaks. FlexiStart leverages this pricing model, making it practical for households under dynamic or time-based billing regimes, reflecting price variations directly in their electricity bills.
The HomeWhiz app plays a crucial role, analyzing daily electricity prices and recommending optimal times to run specific appliances. With just a button press, users confirm their preferred schedule, allowing the appliance to run when costs are minimized. FlexiStart utilizes two primary methods of operation: through partnerships with energy providers, which allow real-time integration of updated rates, or through user-defined time slots for their lowest tariff periods.
Initially, this innovative functionality will be available for washing machines, dishwashers, and dryers, with plans to expand to refrigerators and air conditioning units throughout 2027. Beko's efforts are further bolstered through collaborations with energy providers in Germany and Turkey, which will offer customers recommendations based on their specific tariff conditions, enabling users to optimize their electricity usage effectively while contributing to a more balanced grid.
These initiatives follow a successful pilot project in the Netherlands, and Beko aims to gradually extend these partnerships to other markets. As the share of electricity from variable renewable sources increases, energy systems increasingly require optimized demand models that can flexibly adjust throughout the day. Beko is a founding signatory of the EU Code of Conduct for Energy Smart Appliances (ESA), underscoring its commitment to ensuring that connected devices comply with common standards compatible with any energy management systems.
Ragıp Balcıoğlu, Beko's global marketing director, emphasized the significance of even small changes in when households operate their appliances, stating, "This can lead to real flexibility in the power grid while also helping families cut down on energy costs." Presenting FlexiStart at the COP31 reflects Beko's vision that energy transitions go beyond centralized power plants to individual homes.
As a leading global appliance manufacturer, Beko operates in over 55 countries with about 45,000 employees and has an annual revenue of €10.7 billion as of 2025. The company is committed to developing innovative solutions that promote sustainability and energy efficiency, holding over 4,500 international patent applications, showcasing its dedication to advancing technology in the appliance sector. Beko’s commitment to sustainability has earned accolades for seven consecutive years in the Corporate Sustainability Assessment by SP Global. Further, the company ranked as the 89th most sustainable business globally in 2026, reflecting its enduring leadership in green practices in the home appliance industry.
Topics Consumer Products & Retail）
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