Yello Strom
Yello Strom is a German retail energy supplier selling electricity and gas to residential and small commercial customers nationwide via a digital-first, self-service platform with mobile app and HEMS/smart-meter integration, including green electricity and specialized heat pump and EV tariffs.
- Company typePrivate
- Founded1999
- HeadquartersCologne, Germany
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What Yello Strom does
Yello Strom is a German retail energy supplier headquartered in Cologne, founded in 1999, that sells electricity and natural gas to residential households and small commercial customers across Germany. Its product portfolio spans standard electricity and gas tariffs, a bundled Strom + Gas Kombitarif with a €50 sign-on bonus, specialized Wärmestrom tariffs for heat pump users, Autostrom tariffs for EV and wallbox charging, and commercial (Gewerbe) electricity and gas offerings. The company also extends into adjacent home energy services via solar panel systems and solar consulting. All electricity products are positioned as 100% green energy sourced from European generators with a 10% solar component and an automatic climate contribution (Klimabeitrag).
The company operates a digital-first technology platform built around the Yello App (iOS/Android) and the Mein Yello web-based customer portal, supporting online tariff selection, paperless contracts, real-time consumption monitoring, meter reading submission, payment adjustment, and move notifications. The platform is compatible with smart meters and Home Energy Management Systems (HEMS), enabling consumption-based billing and integration with connected home energy hardware. Pricing is usage-based (kWh), varies by postal code and consumption profile, and is supported by promotional levers including up to 25% tariff discounts, a €60 referral bonus for combined Strom & Gas recommendations, and a PAYBACK loyalty integration that awards 250 points on enrollment.
Yello's go-to-market is product-led growth / self-service: customers select and manage tariffs entirely online without a physical retail presence. Marketing relies on a content hub covering energy management topics (smart meters, heat pumps, the Energiewende), a referral program, the PAYBACK partnership, and the brand's yellow visual identity. The company reports a Trusted Shops rating of 4.61/5 ('Sehr gut') and a Focus Money award for top customer satisfaction among electricity providers in Germany.
Yello Strom firmographics
Firmographics- Name
- Yello Strom
- Legal name
- Yello
- Website
- https://yellostrom.de
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Short description
- Yello Strom is a German retail energy supplier selling electricity and gas to residential and small commercial customers nationwide via a digital-first, self-service platform with mobile app and HEMS/smart-meter integration, including green electricity and specialized heat pump and EV tariffs.
- Ownership category
- akta.pro rank
Yello Strom industry classification
Industry- Product category
- Retail Energy Supply
- NAICS
- Electric Power Generation, Transmission and Distribution (2211)
- SIC
- Electric & Other Services Combined (4931), Gas & Other Services Combined (4932)
- akta.pro primary industry
- Green Gas / RNG Retail Programs & Claims Marketing (EUAAADAG)
Keywords
Where Yello Strom is headquartered
LocationHeadquarters
- HQ city
- Cologne
- HQ country
- Germany
- HQ region
- Europe
Markets served
Yello Strom business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Infrastructure, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Electricity Supply: Recurring subscription revenue from residential electricity supply contracts. Customers pay based on selected tariff with consumption-based pricing (kWh). Provides 100% green electricity from European sources including 10% solar power.
- Gas Supply: Recurring revenue from natural gas supply to residential customers, often bundled in combined electricity and gas tariffs with promotional bonuses.
- Specialty Tariffs (Heat Pump, EV Charging): Additional electricity supply for specific use cases including heat pumps (Wärmestrom) and electric vehicle charging (Autostrom), offering targeted pricing for these growing market segments.
- Commercial Energy Supply: Business electricity and gas supply services for commercial customers (Gewerbestrom, Gewerbegas).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Standard residential electricity tariff with green energy and climate contribution |
| Usage-based | Monthly | Residential gas tariff |
| Usage-based | Monthly | Combined electricity and gas tariff (Strom & Gas Kombi) |
| Usage-based | Monthly | Heat pump electricity tariff (Wärmestrom) |
| Usage-based | Monthly | EV charging electricity tariff (Autostrom) |
| Usage-based | Monthly | Commercial electricity and gas tariffs (Gewerbestrom, Gewerbegas) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Yello Strom product offering
Product offeringCore offering
Yello Strom supplies electricity and natural gas to German residential and small business customers through digital-first self-service channels. The company offers flexible electricity tariffs (standard, heat pump, EV charging, and business plans), residential and commercial gas tariffs, a combined Strom + Gas Kombitarif with a 50 EUR bonus, and solar panel offerings with consulting services. All electricity products feature 100% green energy from European sources with 10% solar contribution, plus an automatic climate contribution (Klimabeitrag). Customers manage contracts via the Yello mobile app and Mein Yello web portal.
Product overview
Yello Strom is a German energy provider offering a portfolio of electricity and gas products for residential and business customers. The core offering consists of flexible electricity tariffs (including standard, flexible, heat pump, EV charging, and business plans) and gas tariffs (residential and business), with a combined Strom + Gas Kombitarif providing savings and a 50€ bonus. Additional offerings include solar panel systems with consulting services. All electricity products feature 100% green energy from European sources with 10% solar contribution and an included climate contribution. Customer management is handled through the Yello App (mobile) and Mein Yello web portal, enabling consumption tracking, payment adjustments, and contract management. The product integrates with the PAYBACK loyalty points program.
Differentiator
Problem solved
Functional benefit
Products and services
- Stromtarife (Electricity Tariffs) Standard residential electricity supply tariffs with options for various consumption levels (1-6+ persons), offering up to 25% discount and 100% green electricity from European sources including 10% solar power, with an automatic climate contribution (Klimabeitrag).
- Flexible Stromtarife (Flexible Electricity Tariffs) Flexible electricity tariffs that adapt to customer needs, with smart electricity options for wallbox, heat pumps and other modern energy applications.
- Wärmestrom (Heat Pump Electricity) Specialized electricity tariffs for heat pump systems, allowing customers to track combined household and heat pump consumption on a single meter or use separate meter readings for the heat pump.
- Autostrom (EV Charging Electricity) Electricity tariffs designed for EV owners to power wallboxes and charge electric vehicles at home.
- Gewerbestrom (Business Electricity) Electricity supply tariffs tailored for commercial and business customers in Germany.
- Gastarife (Gas Tariffs) Natural gas supply tariffs for residential customers with various consumption-based options for apartments and houses.
- Gewerbegas (Business Gas) Natural gas supply tariffs tailored for commercial and business customers in Germany.
- Strom + Gas Kombitarif (Electricity + Gas Combo) Combined electricity and gas tariff package offering cost savings and convenience, with a 50 EUR bonus for new combo customers and full green electricity benefits.
- Solarangebote (Solar Offerings) Solar energy offerings including solar panel systems for customers interested in generating their own renewable energy.
- Solarberatung (Solar Consulting) Consulting services for customers interested in installing solar panel systems and self-generated renewable energy.
Quantifiable outcome
- Up to 25% discount on tariffs
- +1 more outcomes
Companies that use Yello Strom
Customer profileSegments4 records
Ideal customer profiles4 records
Yello Strom technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Yello Strom partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PAYBACKminorPAYBACK is a German loyalty program partnership. Yello customers can add their PAYBACK customer number to collect 250 PAYBACK points when enrolling. This partnership drives customer acquisition through loyalty incentives and enhances customer retention.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Yello Strom competitors and assessment
Company assessmentBroad incumbents
- EnBW: Major German integrated utility with retail electricity and gas offerings plus renewable generation. Comparable to Yello in retail energy supply and increasingly in heat-pump/EV tariffs, but operates at vastly larger scale with generation, grid, and infrastructure assets.
- E.ON: One of Germany's largest integrated utilities with a substantial retail electricity and gas business serving millions of residential customers. Comparable to Yello as a residential energy retailer, but with vertically integrated generation and a much broader product portfolio that includes networks, distributed energy, and heat-pump solutions.
- Vattenfall: Large European integrated utility with a meaningful German retail electricity and gas business serving residential customers, increasingly in green and heat-pump offerings. Comparable to Yello in retail energy supply, but with generation, district heating, and B2B portfolios far beyond Yello's scope.
Direct peers
- Naturstrom: German eco-energy retailer supplying 100% renewable electricity and gas to households and businesses, with a cooperative heritage. Directly comparable to Yello in green-only positioning, residential focus, and use of digital channels, though smaller in scale.
- Lichtblick: German independent green electricity and gas retailer with a strong digital/eco brand and 100% renewable supply, similar to Yello's positioning. Both target sustainability-conscious residential customers with specialized products (heat, EV) and digital self-service, making Lichtblick one of the closest direct competitors.
- E WIE EINFACH: German online-first discount electricity and gas supplier focused on simple, digital self-service and competitive pricing for residential customers. Highly comparable to Yello on digital-first GTM, residential focus, and pure-retail model, with similar reliance on price-driven acquisition.
Emerging players
- Octopus Energy Germany: The German arm of UK-headquartered green energy challenger Octopus Energy, focused on 100% renewable tariffs, smart-meter-driven dynamic pricing, and a tech-led customer experience. Comparable to Yello in green positioning and digital self-service, but with a more advanced smart-tariff/tech stack and a tech-native brand.
- Zolar: German online solar platform offering solar panel systems with consultation and installation services to residential customers, overlapping with Yello's Solarangebote/Solarberatung line. Comparable as a digital-first residential solar retailer, but focused on rooftop PV hardware rather than energy supply.
Regional players
- Stadtwerke (municipal utilities, e.g., Stadtwerke München, Mainova): Germany's municipal utilities (Stadtwerke) are regional incumbents supplying electricity, gas, and heat to local residential and commercial customers. Comparable to Yello as residential energy suppliers, but geographically restricted and typically with stronger local brand and physical service channels.
Others
- Check24: Germany's leading price-comparison portal and a primary channel through which consumers switch electricity and gas suppliers. Not a direct competitor in supply, but materially shapes Yello's customer acquisition economics, tariff competitiveness, and churn dynamics in retail energy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Yello Strom social profiles
Digital presenceYello Strom financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yello Strom leadership team
Management profileNumber of profiles
Yello Strom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yello Strom 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 Yello Strom
What does Yello Strom do?
Yello Strom supplies electricity and natural gas to German residential and small business customers through digital-first self-service channels. The company offers flexible electricity tariffs (standard, heat pump, EV charging, and business plans), residential and commercial gas tariffs, a combined Strom + Gas Kombitarif with a 50 EUR bonus, and solar panel offerings with consulting services. All electricity products feature 100% green energy from European sources with 10% solar contribution, plus an automatic climate contribution (Klimabeitrag). Customers manage contracts via the Yello mobile app and Mein Yello web portal.
Is Yello Strom a public or private company?
Yello Strom is a private company. It is classified as unknown and is currently operating.
When was Yello Strom founded?
Yello Strom was founded in 1999.
Where is Yello Strom based?
Yello Strom is headquartered in Cologne, Germany, in the Europe region.
How does Yello Strom make money?
Four revenue lines are on record. Electricity Supply is the primary driver. The others are gas Supply, specialty Tariffs (Heat Pump, EV Charging) and commercial Energy Supply.
Who are Yello Strom's main competitors?
Broad incumbents on record are EnBW, E.ON and Vattenfall. Direct peers are Naturstrom, Lichtblick and E WIE EINFACH. Emerging players are Octopus Energy Germany and Zolar. Stadtwerke (municipal utilities, e.g., Stadtwerke München, Mainova) is listed as a regional player. Check24 is listed as an others.
Does Yello Strom have an API?
No public API is recorded for Yello Strom.
What industry is Yello Strom in?
Yello Strom's product category is Retail Energy Supply. Its primary akta.pro industry code is EUAAADAG, Green Gas / RNG Retail Programs & Claims Marketing. Its NAICS code is 2211 and its SIC code is 4931.