First Utility aims to succeed where others failed

New Morgan Stanley-backed energy supplier First Utility is taking advantage of falling power prices by offering a standard tariff that undercuts the UK's "Big 6" suppliers. First Energy hopes to succeed in a market where the only two remaining independent retailers - Bizz Energy and Electricity4Business - went bankrupt late last year.

Darren Braham, chief financial officer of First Utility, says the company is not big enough to enter the wholesale market directly so it trades through Morgan Stanl

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