Custom Plan: Pricing that matches your business

EV charging has outgrown simple, one-size-fits-all pricing. Energy costs vary by region, locations play different roles, partners and customers expect tailored deals – and you need pricing that keeps all of this consistent and transparent.

Custom Plan in Virta Hub is built for exactly this world. It gives you a smarter way to structure tariffs so they follow your business logic, not your limitations.

What is Custom Plan?

Custom Plan is an advanced tariff layer in Virta Hub that lets you define distinct price strategies for specific organisations and locations inside your network.

You still have a Default Plan in the background – your safety net that ensures every station always has a valid tariff. On top of that, you create Custom Plans wherever you need something different: for a country, a partner, a city, a single high-traffic site.

Instead of maintaining dozens of disconnected tariffs, you design a few clear plans and assign them where they belong.

How it works 

Think of it as three layers:

1. Default Plan – your always-on base pricing for the whole organisation.
2. Custom Plans for organisations – special pricing for selected CPOs, sub-organisations or partners.
3. Custom Plans for pools (locations) – highly targeted pricing for specific sites or location groups.

In practice, Virta Hub checks for pricing in this order: first a pool-level Custom Plan, then an organisation-level Custom Plan, and if neither applies, the Default Plan.

This simple logic keeps things predictable: you always know which plan is in charge at any point in your network.

💡 Want to go deeper?
Our support article walks you through setting up Custom Plans in Virta Hub step by step – including a video tutorial.

➡ Go to support article & video walkthrough

Why this is a big deal 

The real value of Custom Plan is not “more settings”; it’s what it unlocks for your business.

You can reflect real-world complexity without losing control.
Energy prices, grid fees and competition differ from region to region. With Custom Plan, you stop forcing everything into one tariff and instead give each region or partner a plan that fits – while still keeping a common baseline.

You react faster to change.
When costs shift or a competitor changes prices, you update one plan and all connected sites follow. That applies just as well to a single flagship location as to an entire country. No more touching every pool or organisation separately.

You reduce risk and manual work.
The Default Plan guarantees that “no tariff” is never an option. Custom Plans override it only where you decide. That structure, combined with validation in Virta Hub, sharply lowers the chance of misconfigurations and accidental free charging.

You unlock location-level strategy.
A city-centre car park, a highway fast-charging hub and a fleet depot can all live in the same network, but with different pricing logic that fits how each location creates value. Custom Plan makes that normal, not a workaround.

Beyond tariff management: a strategic pricing tool

Custom Plan is especially powerful when combined with Virta Hub’s Loyalty Plans. Custom Plan decides where and for which operator or site a tariff applies. Loyalty Plans then fine-tunes which drivers receive discounts or surcharges.

Together, they let you:

• differentiate by region and location,
• honour partner agreements,
• reward or segment users,

without building a maze of one-off tariffs.

This is the shift: pricing stops being “something operations maintains” and becomes a lever to position your charging business in the market – by location, by partner, by customer segment.

Who should care about Custom Plan?

If any of the following sound familiar, Custom Plan is likely relevant for you:

• You operate in multiple regions with different cost structures.
• You manage several brands, partners or sub-organisations under one umbrella.
• You run a mix of public, semi-public and private or fleet locations.
• You’re increasingly adjusting prices and want to do it without spreadsheets and stress.

For these scenarios, Custom Plan turns complex requirements into a clean, manageable structure – and gives you the confidence that your pricing is consistent, intentional and ready to scale.

If you’d like to see how Custom Plan could model your specific network – regions, partners, locations and driver groups. get in touch with our sales team to explore the feature and discuss your specific use cases.