BOULDER - Simple Energy Inc. received $6 million in equity funding from a group of investors led by the Westly Group, a Menlo Park, California, investment firm.

Boulder-based Simple Energy plans to develop new products and expand its presence across the country after receiving the funding, Yoav Lurie, chief executive, said in a press release. Steve Westly, a founder of Westly Group, will join Simple Energy's board of directors.

Simple Energy creates software tools based on behavioral science and data analytics to encourage customers to save energy. Simple Energy's target market is the utilities sector.

Simple Energy is a 2011 graduate of TechStars, a business incubator program that started in Boulder.