Since 2014 George has been responsible for the existing business lines in the UK and how these can be evolved and supplemented with further opportunities. Currently iChoosr UK operates its 'Solar Together' PV/storage group buying schemes and its collective energy switching schemes including 'Big Community Switch'. iChoosr focuses on products and services where there is perceived complexity in the mind of consumers. It creates a safe environment where people feel comfortable to make an informed decision where they might otherwise not act. iChoosr is active in the UK, the Netherlands, Belgium, US and Japan.