Rightcharge sets out ‘Transparency Promise’ as part of brand refresh

Rightcharge, the electric vehicle fleet charging payments platform, has introduced a refreshed brand and a new set of operating principles centred on transparency, faster processes and clearer communication.

The update accompanies the company’s growth from start-up to established fleet partner, supported by a reported 100% customer retention rate.

As part of the refresh, Rightcharge has formally launched its ‘Transparency Promise’, a public commitment reaffirming that the company does not add hidden margins or undisclosed fees to charging prices. The pledge reflects a policy the business says it has followed since it began operating in 2019.

The company has also highlighted a renewed focus on speed and automation. It has introduced ‘Automation Agents’, digital representations of the platform’s back-end processes, designed to manage complex data tasks such as reimbursement and consolidated billing. Rightcharge says the technology aims to address delays associated with legacy fuel systems that were not designed for EV fleets.

A third strand of the overhaul is an emphasis on clear communication. Rightcharge has implemented a ‘No-Jargon Policy’ for all customer-facing materials and support interactions, with the intention of removing ambiguity from pricing, processes and platform features.

Chief executive Charlie Cook said the update was intended to formalise practices already in place.

“Fleets don’t need more confusion. They need a partner they can trust to get the job done,” he said. “We built this business on the belief that being open about costs and easy to deal with is the only way to operate. We have never hidden fees and we don’t use confusing language. This brand refresh makes that promise visible.”

Rightcharge’s revised website and branding are now live, alongside the new commitments.