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How to Price EV Charging: A Practical Guide to Conditional Payment Plans (Part 2)
- Grace @ Plugzio
- Apr 8
- 5 min read
Conditional plans explained: How to maximize payback with smarter per-kWh, per-hour, and rule-based pricing
Most properties set EV charging rates once and never revisit them.
It feels simple. But it ignores how your building actually operates, how drivers charge, and how demand shifts over time.
The result? Missed revenue, under-utilized chargers, and a pricing strategy that doesn’t scale.
Pricing EV Charging isn’t one size fits all
In our last piece, we broke down the 3 core approaches properties take:
Revenue Generation (Profit Center)
Revenue Neutral (Cost Recovery)
Strategic Amenity (Resident/Guest Attraction & Retention)
The reality? Most properties aren’t clear on:
What they’re optimizing for
How to structure pricing long-term
So they default to a flat rate, set and forget.
It feels simple, but ignores how your building actually operates and how drivers charge, ultimately leaving money on the table.
Strong pricing starts with clarity.
Your strategy should align with your goals today - and evolve as your property scales and usage patterns shift.
At Plugzio, we help properties turn that clarity into action: pricing models that reflect real usage, drive predictable revenue and scale over time.
When it comes to structuring your rates, there are three core options:
$/hr - common, flexible across most use cases
$/kWh - most transparent (pay for what you use)
Per activation - flat rate per session (simple, predictable ie. $1/per session)
📢 Regulations matter:
In markets like California, only CTEP-certified devices can bill by kWh or by hour.
Without certification, pricing is typically limited to per-activation.
As covered in Part 1, electricity resale and markup regulations across North America may also influence how you price.
Quick rule of thumb:
👉 Start with your utility rate - > add 20%~ to protect your margins
Conditional Payment Plans 101:
Simply put, conditional payments use rule-based pricing, allowing you to adjust rates based on conditions like time, energy consumption or session duration.
Instead of a single fixed rate (Plugzio simple pricing plan), you’re setting:
If X condition ( Time: Time of Day, Day of Week, Calendar Days, Consumption: Tiered kWH, Duration: By the hour) -> Charge Y price
In the Plugzio world, conditional payment plans allows you to adjust EV charging rates dynamically based on:
Time
Adjust pricing based on when charging happens.
Calendar Days/Seasonality: Adjust pricing for specific calendar dates.
Example:
Winter months: Slightly higher rates to offset increased energy consumption, slower charging (ie. November - February).
Holidays or high traffic peak periods: Premium pricing (ie. Thanksgiving/Black Friday shopping period).
Defined date ranges: Ie. January 1st - February 28th
Day of the Week: Apply different rates based on dates of the week.
Example:
Different rates for sessions between working hours (ie. Monday - Friday 9am- 5pm) in a mixed use-office work building vs. after hours/weekends with standard rates.
Time of Day: Set different rates based on time of usage (TOU).
Example:
Peak Pricing: Set rates 20% higher during high demand windows (ie. 4-9PM).
Consumption
Charge based on how much energy is used.
Tiered kwH Pricing: Encourage efficient usage or improve margins at higher consumption levels.
Example
Price A ( First 10kWh) - $0.28 kWh
Price B (10 - 40 kWh) - $0.35 kWh
Price C (40+ kWH) - $0.45 kWh
Duration
Price sessions based on how long a charging session has been running.
Example
Price A (First Hour): $0.35/kWh
Price B (2-5 Hours): $0.55/kWh
Price C (6+ Hours): $0.75/kWh
Duration-related fees:
Idle Fees: Encourage charger turnover by applying a fee once charging ends. In Plugzio, this is set by adding an hourly fee.
Example
$5/hour after session end (applied after 4+ hours on Level 2 chargers*)
* For more advanced pricing structures - time, consumption, and duration conditions can be combined to create fully customized plans.
Layering in User Based Pricing (Preferential Rates)
Assign dedicated pricing to specific users.
In Plugzio, this is configured in the Device Management section of the dashboard through user-specific payment plans, where rates are assigned to individuals user ID/emails on a specific outlet.
Drivers without a Plugzio account (guest) default to the standard public rate and access to public chargers only.
Examples:
MURB - Residents vs. Guests
Residents: Lower or cost recovery pricing
Guests/Public: Higher, revenue generating rates
Mixed Use (Office/Retail) - Employees vs. Visitors
For Employees: Free or subsidized charging during work hours (9AM - 5PM)
For Visitors: Standard rates outside of core working hours
Retail/Hospitality
For Customers: Free or discounted charging with purchase/dining on site (ie. Parking Validation)
Peak vs Off Peak Pricing: Quick Reference:
Peak and off-peak pricing will vary based on your property type and EV driver usage patterns.
Below are common baseline patterns we’ve observed at Plugzio to guide your pricing strategy.
Multi Unit Residential Buildings
Usage is driven by residents returning home and charging overnight.
Peak: 5-10PM
Standard Rates: 7AM - 5PM
Off Peak: 10PM - 7AM
Commercial - Office/Public-Community Spaces
Usage is tied to daytime activity (work hours).
Peak: 9 AM – 5 PM
Off Peak: Before 9 AM and after 5 PM
Mixed Use Development - Retail/Restaurant
Usage is driven by foot traffic and dining hours.
Peak: Lunch: 11 AM – 2 PM; Dinner: 5 PM – 9 PM
Standard Rates: 9AM - 11AM, 2PM - 5PM
Off Peak: 9PM - 9AM
💡Plugzio Pro Tip: These are starting points, not fixed rules.
The most effective pricing comes from tracking your property’s actual usage and adjusting rates to match demand, turnover and your overall EV strategy.
Plugzio Pricing Guidance:
Not sure where to start?
As mentioned earlier in this piece, a practical pricing rule of thumb:
👉Baseline = Your location’s average utility rate + 20% ~(buffer)
Revenue Generation
20–50%~+ markup over utility
Peak pricing dependent on when you anticipate the most foot traffic (ie. 12–3 PM)
Goal= Profit generating, positive ROI
Common in mixed use developments/commercial/public-high traffic spaces
Revenue Neutral
20%~ markup over utility
Goal = Break even
Common in MURBs, Workplaces
Strategic Amenity
At-cost, subsidized, or free
Goal: Indirect ROI (retention, traffic, property appeal and value)
Common in workplaces, municipal lots, libraries, community spaces
Setting up Conditional Payment Plans in Plugzio:
Conditional payment plans can be set up and updated in just a few steps:
From your management dashboard, head over to Payment Plan > Create a Plan > Conditional Plan. For a detailed walkthrough, refer to our step by step support guide here.
For EV Drivers:
Users always see the latest pricing in the Plugzio web app before starting a session - no surprises.
In Summary
Plugzio’s conditional payment plans give you the flexibility to align pricing with your property goals - whether that’s revenue generation, neutrality, or positioning EV charging as an amenity.
From $/kWh and $/hr to per-activation and layered fees, the strongest strategies often combine multiple models and conditions built around how your EV chargers are actually used.
Key Takeaways
Start simple - optimize as you scale
Revisit your property goals at least annually
Align rates with real usage patterns and demand
Price for usage (time, kWh, duration), adjust for user type (residents, guests, employees etc)
Account for local regulations and pricing limitations
💰 With Plugzio, you stay in control and keep 100% of charging revenues - no revenue sharing.
👉New to Plugzio? Connect with us at sales@plugzio.com to start building your EV charging and ROI strategy.
👉Already a Plugzio Customer? Visit our step-by-step guide or email help@plugzio.com with your pricing conditions - our team will help you get set up.
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