Midori
Midori provides SaaS-driven building energy management using patented NILM technology that disaggregates appliance-level consumption from a single electrical panel sensor, serving Italian utilities, insurance firms, energy communities, and consumers via its NED device and Ned4Utility platform.
- Company typePrivate
- Founded2011
- HeadquartersTurin, Italy
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Midori does
Midori s.r.l. is an Italian energy intelligence company founded in 2011 and headquartered at the Energy Center in Turin. It provides SaaS-driven building energy management solutions built on patented NILM (Non-Intrusive Load Monitoring) technology, which uses proprietary machine learning and data analytics to disaggregate individual appliance consumption from a single sensor installed at the electrical panel, eliminating the need for per-device hardware.
The company's product portfolio centers on the NED smart meter (consumer-facing energy coaching service priced at €160-185 + VAT), Ned4Utility (a white-label platform enabling utility customer engagement and retention), and an API Developer Portal for partner integrations. Midori serves four primary customer segments: Italian utility companies (Plenitude, E.ON, Iren, Pulsee, Fastweb, Enercom, NeN, Aenergy, Liquigas, Repower, Svea Solar), insurance companies (via lead investor FairConnect), renewable energy communities (CER Svea Solar ETS with ~400 configurations and 600+ members), and individual consumers. The NED device is also integrated into the Samsung SmartThings ecosystem.
Midori monetizes through a hybrid model combining direct hardware sales (€160-185 + VAT per NED device), subscription-based B2B utility services (Ned4Utility, quote-based), rental contracts for energy community members, and connected insurance/property services developed with FairConnect. Distribution occurs through an in-house e-commerce storefront, an authorized reseller and installer network, direct enterprise sales to utilities, and the Samsung SmartThings marketplace. The company is venture-backed, having raised approximately €1.9M cumulatively, with FairConnect (controlled by the Palamon fund) holding a strategic stake since the 2021 €1.7M round.
Midori firmographics
Firmographics- Name
- Midori
- Legal name
- Midori s.r.l.
- Website
- https://midoriconnect.it
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Midori provides SaaS-driven building energy management using patented NILM technology that disaggregates appliance-level consumption from a single electrical panel sensor, serving Italian utilities, insurance firms, energy communities, and consumers via its NED device and Ned4Utility platform.
- Ownership category
- akta.pro rank
Midori industry classification
Industry- Product category
- Energy Intelligence Software
- NAICS
- Instrument Manufacturing for Measuring and Testing Electricity and Electrical Signals (334515), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (3345)
- SIC
- Instruments For Meas & Testing Of Electricity & Elec Signals (3825), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Customer Energy Engagement (In-Home Displays, Portals, Usage Insights) (EUADAFAH)
- akta.pro secondary industry
- Smart Energy Management (Meters, EV Chargers, Solar/Battery Monitors) Retail (CRACAGAI)
Keywords
Where Midori is headquartered
LocationHeadquarters
- HQ city
- Turin
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
Midori business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain
Revenue model
- Hardware Sales (Ned Device): Sale of the Ned smart meter device priced at €160-185 + VAT. Consumers can also rent the device for 3 years and then own it at no additional cost (through CER Svea Solar partnership).
- B2B Utility Services: Integration of Midori's NILM technology into utility company offerings. Utilities use the platform to engage and retain customers with interactive home energy services (Ned4Utility).
- Insurance/Property Services: Partnership with FairConnect to develop connected insurance services for property risk management, combining energy monitoring with insurance offerings.
- Energy Community Services: Services for Renewable Energy Communities (CER), providing digital infrastructure for shared energy monitoring, real-time production/consumption visibility, and parametric insurance products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Ned Device Purchase |
| Subscription | Multi-year contract | Ned Device Rental (CER Svea Solar) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Midori product offering
Product offeringCore offering
Midori provides an Energy Intelligence Platform built on patented NILM (Non-Intrusive Load Monitoring) technology, sold primarily through the NED smart meter device and Ned4Utility B2B platform. The technology uses proprietary machine learning to disaggregate appliance-level consumption from a single sensor at the electrical panel, delivering energy coaching to consumers and customer-engagement tools to utilities and insurance partners.
Product overview
Midori offers a unified Energy Intelligence Platform with its flagship product NED as the primary consumer-facing energy coaching service. The platform is complemented by Ned4Utility for B2B utility partnerships and an API Developer Portal for third-party integrations. All offerings are powered by proprietary NILM (Non-Intrusive Load Monitoring) technology that analyzes household energy consumption at the appliance level.
Differentiator
Problem solved
Functional benefit
Brands
- Ned: The only Italian energy coaching service that trains users to understand domestic energy consumption and manage it through monitoring of home energy and appliances. Also referred to as Energy Management Assistant.
- Ned4Utility
Products and services
- Midori Connect Platform An Energy Intelligence Platform that enables data-driven services for end customers through proprietary NILM technology, transforming complex energy data into forecasts and actionable insights for utilities, insurance, proptech, and consumers.
- NED Smart Meter and Energy Coaching Service The Italian energy coaching service that trains users to understand domestic energy consumption and manage it through a single-sensor NED device (€160–€185 + VAT, or 3-year rental via CER partnerships) that monitors and disaggregates appliance-level consumption, detects anomalies, and provides personalized guidance.
- Ned4Utility A utility-focused version of the platform that enables energy companies (Plenitude, E.ON, Iren, Pulsee, Enercom, NeN, Aenergy, Liquigas, Repower, Svea Solar, Fastweb) to engage and retain customers by making home energy interactive, reducing churn and providing value-added services beyond billing.
- Midori API Developer Portal A developer portal providing API access that allows partners and developers to integrate Midori's energy intelligence, NILM disaggregation, and energy data capabilities into their own applications, services, and back-office systems.
Quantifiable outcome
- 40% reduction in churn rate for utilities
- +3 more outcomes
Companies that use Midori
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Midori technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature5 records
Midori partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, flagship and minor.
- Samsung SmartThingscoreIntegration of NED with Samsung SmartThings ecosystem enables connected home functionality. NED becomes part of the Samsung smart home platform, expanding distribution reach and enabling interoperability with other smart home devices.
- CER Svea Solar ETSflagshipActive renewable energy community with ~400 configurations and 600+ members nationwide. Midori provides NED devices and NILM technology for real-time energy monitoring, enabling members to see energy sharing data in real-time rather than annually. Partnership includes parametric insurance product for producers.
- Svea SolarcoreEuropean multinational in renewable energy solutions and solar installations. Promoter of CER Svea Solar ETS, provides free NED devices to photovoltaic producers. Partnership enables integration of energy monitoring with solar installations.
- E.ONcoreMajor European energy company partnership to promote energy awareness. E.ON collaborates with Midori to offer NED-powered services to their customers for energy consumption monitoring and optimization.
- UtilitaliaminorSelected among 25 innovative startups to participate in Utilitalia Innovation event connecting water, waste, and energy companies with innovative technology solutions.
- Intesa Sanpaolo Innovation CenterminorMidori was showcased at Futura Expo 2023 as one of two innovative SMEs featured in the Intesa Sanpaolo Innovation Center exhibition space, part of the bank's startup valorization program.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Midori competitors and assessment
Company assessmentDirect peers
- Sense: US-based NILM hardware + app that disaggregates appliance-level energy use from a single sensor at the electrical panel — the closest direct consumer NILM competitor to Midori's NED device.
- Bidgely: Utility-focused NILM analytics platform that uses ML to disaggregate appliance-level consumption for energy providers — directly comparable to Midori's Ned4Utility B2B offering.
- Smappee: Belgian NILM hardware and energy monitoring platform serving residential and B2B customers across Europe — a direct European NILM peer competing for similar utility and prosumer accounts.
- Uplight: Utility customer engagement and energy disaggregation SaaS platform serving North American utilities — comparable to Midori's Ned4Utility value proposition of reducing churn and driving energy engagement.
- EnergyHub: Utility-facing platform for residential DER management, customer engagement, and device control — overlapping with Midori's utility software layer.
- Emporia Energy: Consumer and prosumer energy monitoring hardware with app-based appliance insights — a comparable hardware-first energy monitoring product to NED.
Emerging players
- Eliq: Swedish energy engagement SaaS for utilities, focused on customer-side energy insights and behavioral nudges — adjacent European peer in the utility-customer engagement space.
- Tibber: Nordic digital energy retailer and home energy management platform — operates in adjacent consumer energy engagement with smart home integrations, comparable distribution philosophy.
Broad incumbents
- Schneider Electric EcoStruxure: Global incumbent energy management and building automation platform — a broad incumbent whose portfolio overlaps with Midori's residential and utility energy intelligence capabilities at much larger scale.
- Enphase Energy: Solar plus home energy management incumbent with IQ Gateway monitoring and battery integration — overlaps with Midori's residential energy visibility proposition as a much larger established player.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Midori social profiles
Digital presenceMidori compliance and trust
Trust signalCompliance1 record
Midori financial estimates
Financial estimateRevenue estimate
Valuation estimate
Midori leadership team
Management profileNumber of profiles
Profiles1 record
Midori funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Midori 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 Midori
What does Midori do?
Midori provides an Energy Intelligence Platform built on patented NILM (Non-Intrusive Load Monitoring) technology, sold primarily through the NED smart meter device and Ned4Utility B2B platform. The technology uses proprietary machine learning to disaggregate appliance-level consumption from a single sensor at the electrical panel, delivering energy coaching to consumers and customer-engagement tools to utilities and insurance partners.
Is Midori a public or private company?
Midori is a private company. It is classified as venture growth investor backed and is currently operating.
When was Midori founded?
Midori was founded in 2011. It employs 1 to 10 people.
Where is Midori based?
Midori is headquartered in Turin, Italy, in the Europe region.
How does Midori make money?
Four revenue lines are on record. Hardware Sales (Ned Device) is the primary driver. The others are B2B Utility Services, insurance/Property Services and energy Community Services.
Who are Midori's main competitors?
Direct peers on record are Sense, Bidgely, Smappee, Uplight, EnergyHub and Emporia Energy. Emerging players are Eliq and Tibber. Broad incumbents are Schneider Electric EcoStruxure and Enphase Energy.
Does Midori have an API?
Yes. Midori exposes a public API. Developer documentation is at midoriconnect.it/api-developer-portal.
What industry is Midori in?
Midori's product category is Energy Intelligence Software. Its primary akta.pro industry code is EUADAFAH, Customer Energy Engagement (In-Home Displays, Portals, Usage Insights), with a secondary code of CRACAGAI, Smart Energy Management (Meters, EV Chargers, Solar/Battery Monitors) Retail. Its NAICS code is 334515 and its SIC code is 3825.