I've been having a (very slow) conversation with Charlotte from Octopus over the last few months, so thought I'd post an update in case anyone is interested.
She says the scheme is open to self-builders (not just big developers), though none had signed up when I asked. We're not going to be signing up either: having seen our SAP (for a 250 sqm house whose fabric will exceed building regs requirements) she says we'll need over 17 MWh/year PV capacity - which our budget will not stretch to, never mind that I don't think our roof is big enough!
I also found out (by pure coincidence, due to an error by our energy assessor) that houses with electric showers are not eligible for Zero Bills. I don't know what other hidden rules they have - she'd never mentioned this to me before.
But in general, what I had gleaned was this:
The house has to have solar PV panels, a battery, a heat pump and no gas connection.
The battery has to be an approved brand (there were five options when I spoke to her), because they will need to control it remotely.
The heat pump and EV charger would ideally also be approved brands, but that’s not compulsory (you just have to install more solar panels and/or pay a higher EV tariff if you don’t use approved brands).
The fair usage policy is calculated as double the expected annual electricity usage of an average similarly-sized house – and if you exceed it (their example was due to a hot tub), you’re charged at a fairly cheap rate and no standing charge. I was unable to ascertain whether this "average similarly-sized house" had electric or gas heating though...
They specify the size of the solar PV array you need to install, based on the house plans and SAPs you submit to them for review. (And if you can’t fit enough on the roof, then you’re simply not eligible.)