GenCell
GenCell is an Israeli fuel cell company that builds the REX hydrogen- and ammonia-powered backup power units sold primarily to utility companies and hospitals for zero-emission, weather-independent grid resilience.
- Company typePrivate
- Founded2011
- HeadquartersPetah Tiqva, Israel
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What GenCell does
GenCell is an Israeli clean energy company headquartered in Petah Tiqva that develops hydrogen and ammonia fuel cell solutions, anchored by its REX backup power unit — a zero-emission system designed to provide uninterrupted, weather-independent electricity at utility substations and other critical infrastructure during grid outages. The company's underlying technology combines proprietary hydrogen fuel cell stacks with green ammonia capabilities, positioning it as a decarbonization alternative to diesel generators for utilities, hospitals, and industrial facilities. GenCell pursues an enterprise field-sales model selling hardware directly to large utility and government customers, evidenced by a repeat $4.4 million order from Mexico's state-owned utility CFE for deployment at substations across Mexico, and has developed adjacent offerings in green ammonia production and electric vehicle charging infrastructure.
GenCell operates as a publicly traded company on the Tel Aviv Stock Exchange (TLV:GNCL) and has raised institutional capital from BNP Paribas Energy Transition Fund, TDK Ventures, Harel Group, Migdal Insurance, Meitav-Dash, and Paz Oil Company, with cumulative disclosed funding approaching the ~$60M mark across rounds in 2020, 2021, and 2022. Strategic collaborations with Deutsche Telekom, ABB, and TDK provide channel and technology leverage. Pricing is project-based and not publicly disclosed. Note: the input contains a financial table with implausible revenue figures in the trillions of USD which has been disregarded as a likely data error, as it is inconsistent with a 101–250-employee hardware firm.
GenCell firmographics
Firmographics- Name
- GenCell
- Legal name
- GenCell
- Website
- https://gencellenergy.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- GenCell is an Israeli fuel cell company that builds the REX hydrogen- and ammonia-powered backup power units sold primarily to utility companies and hospitals for zero-emission, weather-independent grid resilience.
- Ownership category
- akta.pro rank
GenCell industry classification
Industry- Product category
- Fuel Cell Energy Systems
- NAICS
- Turbine and Turbine Generator Set Units Manufacturing (333611), Other Electric Power Generation (221118), Electric Power Generation (22111)
- SIC
- Motors & Generators (3621), Electrical Industrial Apparatus (3620), Engines & Turbines (3510)
- akta.pro primary industry
- Fuel Cell Distributed Generation (Hydrogen/Natural Gas SOFC/PEM) (EUACALAK)
- akta.pro secondary industries
- Power & Energy Systems for Telecom Sites (Generators, Batteries, Fuel) (HDAIAKAG), Hybrid Microgrids (Solar+Storage+Gen, Multi-Resource) (EUACALAH)
Keywords
Where GenCell is headquartered
LocationHeadquarters
- HQ city
- Petah Tiqva
- HQ country
- Israel
- HQ region
- Middle East
Markets served
GenCell business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Hardware Sales - REX Backup Power Units: Sale of proprietary fuel cell backup power units (REX) to utility companies and industrial customers for deployment at critical infrastructure locations such as substations.
- Green Energy Technology Projects: Development and deployment of green energy technology solutions including green ammonia production and electric vehicle charging infrastructure.
- Technology Development Services: Development partnerships with investors and strategic partners to advance green ammonia and hydrogen fuel cell technologies.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
GenCell product offering
Product offeringCore offering
GenCell manufactures and sells zero-emission backup power units (branded REX) that generate electricity from hydrogen and ammonia, designed for deployment at utility substations, hospitals, and industrial facilities. The company focuses on fuel cell energy solutions for critical infrastructure backup power, along with green ammonia development and electric vehicle charging infrastructure initiatives.
Product overview
GenCell is a fuel cell energy solutions provider offering a portfolio of clean energy products centered on hydrogen and ammonia fuel cell technology. The primary product is the REX backup power unit, which generates zero-emission electricity from hydrogen and ammonia. The company also focuses on green ammonia development and electric vehicle charging infrastructure as part of its clean energy portfolio.
Differentiator
Problem solved
Functional benefit
Brands
- REX: Backup power units that generate zero-emission electricity from hydrogen and ammonia, deployed at utility substations for uninterrupted power during grid outages.
Products and services
- REX Backup Power Units Zero-emission backup power units that generate electricity from hydrogen and ammonia, designed for deployment at utility substations to provide uninterrupted power during grid outages regardless of weather conditions. Targeted at utility companies, hospitals, and industrial facilities requiring clean, weather-independent backup power as a replacement for diesel generators.
Quantifiable outcome
- Deployed at multiple CFE substations across Mexico
- +1 more outcomes
Companies that use GenCell
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
GenCell technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GenCell partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- DNA ScriptminorGenCell serves as a distributor for DNA Script's SYNTAX benchtop DNA synthesis platform in Latin America, enabling local researchers to synthesize oligonucleotides within hours.
- Deutsche TelekomminorStrategic collaboration with Deutsche Telekom for green energy technology projects, part of GenCell's initiatives to expand its clean energy solutions portfolio.
- ABBminorStrategic collaboration with ABB for technology development and integration of GenCell's fuel cell solutions in industrial applications.
- TDKcoreTDK is both an investor (through TDK Ventures in the $14.3M round) and strategic collaborator, supporting GenCell's development of green ammonia and hydrogen fuel cell technologies.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
GenCell competitors and assessment
Company assessmentDirect peers
- FuelCell Energy: FuelCell Energy manufactures stationary fuel cell power plants using carbonate fuel cell technology, targeting utility-scale and industrial distributed generation markets. Directly comparable to GenCell's hydrogen and ammonia-based stationary fuel cell backup power solutions for utilities and industrial customers.
- Bloom Energy: Bloom Energy produces solid oxide fuel cell systems for distributed power generation, including backup and prime power at commercial and industrial sites. Directly comparable to GenCell's REX platform serving similar stationary, behind-the-meter, clean power applications.
- SFC Energy: SFC Energy manufactures direct methanol and hydrogen fuel cell-based backup power solutions for telecom, industrial, and critical infrastructure customers. Directly comparable to GenCell's REX stationary fuel cell backup units addressing similar reliability-driven end markets.
Broad incumbents
- Ballard Power Systems: Ballard Power Systems is a long-established PEM fuel cell manufacturer with products for heavy-duty mobility and stationary power generation. Comparable to GenCell through shared PEM/hydrogen technology and overlap in stationary backup power applications.
- Plug Power: Plug Power is a leading hydrogen fuel cell systems provider primarily focused on mobility and material handling, but also expanding into stationary power. Comparable through hydrogen technology overlap and shared fuel cell supply chain, though its primary market is forklift and vehicle propulsion rather than utility backup.
- Siemens Energy: Siemens Energy supplies power generation technology, grid solutions, and hydrogen electrolysis equipment to utilities and industrial customers globally. Comparable to GenCell as a major incumbent in power generation infrastructure with increasing focus on hydrogen-based solutions.
- Caterpillar (CAT): Caterpillar manufactures large-scale generator sets and power solutions for utilities and industrial customers, including emerging hydrogen and hybrid offerings. Comparable through direct overlap in stationary backup power generation, with substantially larger scale and distribution.
- Cummins: Cummins is a global manufacturer of diesel and natural gas generators, including hydrogen-ready backup power systems, supplying utilities, data centers, and industrial facilities. Comparable to GenCell as a major incumbent serving the same backup power end markets GenCell targets.
Emerging players
- Doosan Fuel Cell: Doosan Fuel Cell produces solid oxide fuel cell systems for distributed power generation, predominantly serving South Korean utility and industrial customers. Comparable to GenCell through stationary fuel cell product overlap, though geographically focused on South Korea versus GenCell's international footprint.
Others
- ABB: ABB is a global electrification and automation company that is both a strategic partner to GenCell and a participant in distributed power infrastructure markets. Relevant as a strategic collaborator and adjacent market participant in industrial power and microgrid integration, though not a direct fuel cell competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
GenCell social profiles
Digital presenceGenCell financial estimates
Financial estimateRevenue estimate
Valuation estimate
GenCell leadership team
Management profileNumber of profiles
Profiles2 records
GenCell funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GenCell M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GenCell
What does GenCell do?
GenCell manufactures and sells zero-emission backup power units (branded REX) that generate electricity from hydrogen and ammonia, designed for deployment at utility substations, hospitals, and industrial facilities. The company focuses on fuel cell energy solutions for critical infrastructure backup power, along with green ammonia development and electric vehicle charging infrastructure initiatives.
Is GenCell a public or private company?
GenCell is a private company. It is classified as public and is currently operating.
When was GenCell founded?
GenCell was founded in 2011. It employs 101 to 250 people.
Where is GenCell based?
GenCell is headquartered in Petah Tiqva, Israel, in the Middle East region.
How does GenCell make money?
Three revenue lines are on record. Hardware Sales - REX Backup Power Units are the primary driver. The others are green Energy Technology Projects and technology Development Services.
Who are GenCell's main competitors?
Direct peers on record are FuelCell Energy, Bloom Energy and SFC Energy. Broad incumbents are Ballard Power Systems, Plug Power, Siemens Energy, Caterpillar (CAT) and Cummins. Doosan Fuel Cell is listed as an emerging player. ABB is listed as an others.
Does GenCell have an API?
No public API is recorded for GenCell.
What industry is GenCell in?
GenCell's product category is Fuel Cell Energy Systems. Its primary akta.pro industry code is EUACALAK, Fuel Cell Distributed Generation (Hydrogen/Natural Gas SOFC/PEM), with a secondary code of HDAIAKAG, Power & Energy Systems for Telecom Sites (Generators, Batteries, Fuel). Its NAICS code is 333611 and its SIC code is 3621.