Genesis Energy is making a play to distinguish itself from other power firms, using a cluster of homes in Auckland to trial plug-in energy saving devices.
The state-owned company is using technology from a Californian firm in 15 houses in Devonport, which is seen as a forerunner to larger trials.
Big power companies have lost - and gained - tens of thousands of customers over the past two years as consumers chase better deals.
Genesis says it is hoping to cement loyalty by offering new technology.
"It's about providing services and products that nobody else has got. You can't live in the same space as everybody else for too long," said a spokesman.
