SmartestEnergy relies on its quick-wittedness to survive in the highly competitive UK energy trading sector. The company, a subsidiary of leading Japanese trading company Marubeni, primarily markets electricity in the deregulated UK market through partnerships with independent power producers, including its sister company Marubeni Europower. SmartestEnergy also trades natural gas and other energy commodities, provides market analysis and risk management services, and provides retail energy supply services to commercial and industrial customers.