Neste is changing the refuelling experience: promotions are disappearing, while pricing is becoming simpler and more transparent
Finnish fuel group Neste announced today a significant change to its pricing strategy and customer relations. The company is abandoning its current complex campaign system and moving toward a simpler and more transparent pricing model. The changes will take effect from 15 September 2025 at all stations belonging to the Neste network in Estonia, Latvia, Lithuania and Finland.
The end of promotions and a new pricing model
Neste’s Head of Marketing for the Baltics, Karolina Pāvulāne, explained that the decision to discontinue various promotions and discounts was based on customer feedback. “Our customers have told us that they prefer clear and transparent pricing over complicated promotions that require constant monitoring and calculation,” Pāvulāne said.
Under the new strategy, the following promotions will be discontinued at Neste stations:
•“Fill up and win” prize draws
•Collectible stickers and stamps
•Temporary discounts at certain times
•Various discount codes and coupons
•Volume-based discounts
Instead, Neste offers consistently competitive prices that are the same for all customers and clearly displayed. “Our goal is to give customers confidence that they will always get a fair price without having to worry about missing out on a special offer,” Pāvulāne added.
Mobile app updates
Along with the pricing changes, Neste is also updating its mobile app, making it simpler and more user-friendly. The updated app will allow customers to:
•View real-time changes in fuel prices
•Pay for fuel directly through the app without having to go to the checkout at the station
•Get an overview of your refueling history and costs
•Find the nearest Neste station and see the services available there
“Our updated mobile app has been designed to be as simple and intuitive to use as possible,” explained Neste's Head of Digital Development, Markus Järvinen. “We have removed all unnecessary features and focused on what customers actually need.”
Customer reactions
Initial customer reactions have been predominantly positive. Liina Kask, Professor of Consumer Behavior at the University of Tartu, commented that Neste’s decision is in line with the overall trend in consumer psychology.
“Today’s consumers increasingly value simplicity and transparency. They do not want to feel that they have to play a complicated game to get a fair price,” explained Professor Kask. “Neste’s change in strategy is a smart move that could bring them more loyal customers in the long term.”
At the same time, some regular customers have expressed concern that they may lose their existing discounts. Neste has promised that the new base prices will take previous discounts into account and that, on average, customers should not have to pay more than before.
Impact on the market
Analysts predict that Neste's move could affect the entire fuel market in the Baltic states. “This is a bold move that may force competitors to review their pricing strategies as well,” said energy market analyst Andres Mets. “If consumers begin to prefer simpler and more transparent pricing, other market participants will also have to adapt.”
Circle K and Olerex, Neste's main competitors in the Estonian market, have not yet commented on whether they are considering similar changes.
A broader trend towards consumer-friendliness
Neste’s decision reflects a broader trend in the business world, with companies moving away from complex loyalty programs and promotions toward simpler and more transparent customer relationships.
“This is part of a broader shift that we are seeing across many sectors,” explained marketing expert Marju Tamm. “Companies have begun to realize that earning customers’ trust through transparency can be more effective than complex discount schemes.”
European Union consumer protection rules have also moved toward requiring greater transparency, particularly regarding pricing and advertising. The Digital Fairness Act, which was recently put out for consultation, contains provisions requiring companies to use clearer pricing and fewer “dark patterns” when interacting with consumers.
Summary
Neste's new strategy marks a significant change in the fuel company's approach to customers. By abandoning complex campaigns and moving toward a simpler pricing model, the company hopes to strengthen customer trust and loyalty.
The changes will take effect on 15 September 2025, and customers can find more detailed information on Neste's website or mobile app. The company has promised to collect customer feedback over the coming months and make further adjustments to its strategy if necessary.
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