Upside Energy is an innovative energy start-up based in the UK. We aim to reduce greenhouse gases by enabling people to make smart choices about when to use energy. Upside was created for the Nesta Dynamic Demand Challenge in London, October 2013. As one of five finalists from a field of more than seventy Hackathon entries, we found a way to reduce energy costs and environmental impacts. At peak times, the electricity grid runs dangerously short of capacity. In order to meet demand, it turns on all its oldest, dirtiest, most expensive power stations. We’ve found a cheaper and greener way, by paying people to not use electricity at peak times. Now we’re busy making it happen.