Alexela

What Alexela does

Alexela is a privately held Estonian hybrid energy company headquartered in Tallinn, operating across fuel retail, electricity, natural gas/LPG/LNG, biomethane, EV charging, and ancillary convenience-retail services. The group evolved from AS Alexela Oil (founded 1993) through a series of acquisitions — Reola Gaas (2011), Kiviõli Keemiatööstuse (2012/2014), Gasum Eesti (2014), and 220 Energia (2018) — culminating in a 2019 merger between Alexela Oil and Alexela Energia to form the present integrated AS Alexela under the AVH Grupp parent. Core operations include 104 service stations and ~35 convenience stores (including the Täkupoiss restaurant brand) across Estonia, a 450+ public EV charging connector network, three biomethane/biogas production facilities (Ilmatsalu, Vinni, Oisu), and ownership stakes in the Hamina LNG terminal (Finland, 30,000 m³, 5 TWh/year) and the floating Paldiski LNG terminal (Estonia), plus industrial gas and metal-galvanizing subsidiaries.

Underlying technology centers on a unified digital customer platform: the Minu Alexela web portal and mobile app (iOS/Android) integrate self-service account management, the loyalty program, EV charging sessions, payment-card management, and the Nutikapp smart gas cabinet (Bluetooth/PIN-unlocked 24/7 cylinder exchange). Revenue-generating energy products include electricity packages (Pingevaba, Paindlik Fiks, Vali ise, Virtuaalaku, Kindel Maht, Rohesärts/Rohesärts green energy, plus Nord Pool exchange access), piped and cylinder natural gas, bulk LPG, liquid fuels (petrol, diesel, E85, autogas, LNG), biomethane, fleet payment cards, and emerging adjacent offerings such as the Nutihaagis smart-trailer rental and apartment-association EV charging solutions. Critically the digital layer stitches these into a single rewards ecosystem (30+ items, 20 free digital stamps to new members as of March 2026) to drive cross-sell and retention.

The business model blends transaction-fee revenue (fuel, LNG throughput, charging, biomethane), recurring subscription revenue (electricity and gas packages, fleet invoicing), usage-based revenue (per-kWh EV charging, unit-priced rentals), and consumer retail (Café-Shop and Täkupoiss food and beverage). Go-to-market is hybrid: a directly managed retail footprint of service stations and convenience stores, a self-service app/portal for private customers, and dedicated B2B account managers covering electricity, natural gas, liquid fuels, gas, and EV charging for corporate clients. Cross-border reach is enabled via partner station acceptance of Alexela cards in Latvia and Lithuania, plus infrastructure investments and JVs in Finland and Latvia; distribution is anchored in Estonian capital, with owner-management (Marti Hääl as Chairman, Heiti Hääl as Council member) and no disclosed external private equity or venture capital backing.

Name

Alexela

Legal name

AS Alexela

Website

https://alexela.ee

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Alexela is a privately held Estonian hybrid energy company operating 104 service stations, ~35 convenience stores, electricity and gas retail (0.5 TWh annually), LNG terminals in Paldiski and Hamina, biomethane production, and a 450+ connector EV charging network, serving Estonian households, businesses, and fleet customers under the AVH Grupp parent.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations

Revenue model

1. Fuel Retail: Sale of automotive fuels (petrol, diesel, E85, autogas/LPG, CNG, LNG) at 100+ service stations across Estonia. Also includes fuel sales to business customers via payment cards and fleet solutions. Alexela's payment cards provide discounted fuel prices for business and private customers.
2. Electricity Sales: Sale of electricity to residential and business customers under various packages including fixed-rate, flexible, exchange-linked (Nord Pool), green energy (Rohesärts), and virtual battery plans. Alexela is one of the largest electricity sellers in Estonia, managing over 0.5 TWh of annual consumption.
3. Natural Gas and LPG Sales: Sale of natural gas (piped), cylinder gas, and bulk gas to residential, commercial, and industrial customers. Also includes industrial and forklift gas solutions.
4. Service Station Retail (Cafe-Shop): Operation of ~35 convenience stores and the Täkupoiss restaurant chain at service stations, offering food, beverages, coffee, and merchandise. Alexela's coffee program features 100% Arabica beans roasted by Robert Paulig in Finland.
5. EV Charging Infrastructure: Public EV charging services at service stations and key locations, with semi-fast AC chargers (up to 22 kW) and fast DC chargers (CCS2, CHAdeMO). Alexela operates 450+ public charging connectors across Estonia. Revenue from per-kWh charging fees.
6. Business Payment Cards and Fleet Solutions: Alexela issues payment cards to business customers that enable discounted fuel purchases at Alexela stations in Estonia and partner stations in Latvia and Lithuania. Monthly invoicing and billing services for fleet operators.
7. LNG Terminal Operations: Operation of LNG terminals in Paldiski (Estonia) and Hamina (Finland, joint venture). Revenue generated from terminal throughput fees, regasification services, and gas logistics.
8. Biomethane Production: Production and sale of biomethane from agricultural waste at facilities in Iilmatsalu, Vinni, and Oisu under circular economy principles. Biomethane is sold as vehicle fuel at service stations and contributes to decarbonization goals. In 2025, 176 GWh of biomethane was sold.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Alexela is a hybrid Estonian energy company that sells automotive fuels, electricity, natural gas, LPG, biomethane, and EV charging through 104 service stations, digital self-service platforms, and dedicated business sales channels. The Minu Alexela loyalty program unifies electricity, gas, fuel, EV charging, and retail purchases into a single rewards ecosystem for residential and business customers.

Product overview

Alexela is a hybrid energy company offering a comprehensive portfolio of energy products and services unified under one provider. The core offering centers on the Minu Alexela loyalty program, which integrates electricity (traded on Nord Pool exchange with packages including "Pingevaba", "Paindlik Fiks", "Vali ise", "Virtuaalaku", and "Kindel Maht"), natural gas (piped and cylinder), liquid fuels, biomethane, and EV charging into a single rewards system. The Smart Electricity (Tark Elekter) and Virtual Power Plant services enable distributed energy management, while the apartment association charging solution and public charging network support e-mobility. Supporting services include smart trailer rental, restaurant and cafe operations, payment cards, and community programs. The portfolio spans home energy (electricity, gas, heating), road services (fuel, EV charging, car wash), and business solutions (wholesale fuel, fleet cards, industrial gas). The company operates 104+ service stations and 35 convenience stores across Estonia.

Differentiator

Problem solved

Functional benefit

Brands

• Alexela Täkupoiss: Restaurant brand operated at Alexela service stations, offering family-friendly dining with children's menu and play areas.
• Alexela Rohesärts
• Minu Alexela
• Nutihaagis
• Alexela äpp

Products and services

• Minu Alexela Loyalty Program A free loyalty program that aggregates electricity, gas, fuel, EV charging, and convenience store purchases into a unified rewards system. Members earn digital stamps redeemable for free items, discount coupons, and fuel discounts, plus 15% off hot drinks at cafe-shops.
• Electricity Packages (Elektripaketid) Electricity supply plans including fixed-rate (Pingevaba), flexible (Paindlik Fiks), choose-yourself (Vali ise), virtual battery (Virtuaalaku), fixed-volume (Kindel Maht), and green energy (Rohesärts) options, with access to the Nord Pool electricity exchange.
• Natural Gas Packages Natural gas supply plans for residential and business customers, providing energy for heating and cooking.
• Cylinder Gas (Balloonigaas) LPG gas cylinders available in various sizes (10-33 kg) for residential and commercial use, with threaded connection options.
• Smart Cabinet Cylinder Gas (Nutikapp) A 24/7 self-service smart cabinet for purchasing and exchanging LPG cylinders via a mobile app with PIN code access.
• Liquid Fuels (Vedelkütused) Automotive fuels including petrol, diesel, E85 ethanol blend, autogas (LPG), CNG, and LNG sold at 100+ service stations across Estonia.
• Fuel Wholesale and Fuel Taxi Bulk fuel ordering and mobile fuel delivery service for homes and businesses, bringing fuel directly to customer locations across Estonia.
• Public EV Charging Public EV charging stations across Estonia with AC (Type 2) and DC fast chargers (CCS2, CHAdeMO), available via the Alexela app, payment card, or web payment portal.
• Apartment Association EV Charging Solution Complete EV charging infrastructure for apartment associations including charger selection (buy or rent), installation, management, billing, and 22 kW VOOL chargers with 5-year warranty.
• Smart Trailer Rental (Nutihaagis) Smart trailer rental service with plastic-coated, open, and canvas-covered trailers available via the Alexela Haagis app, featuring Bluetooth lock access and flexible return options.
• Alexela Täkupoiss Restaurant On-site restaurant at selected service stations offering hot meals, catering services, and family-friendly dining; awarded the Family-Friendly Restaurant Gold Mark.
• Alexela App Mobile application for iOS and Android providing access to loyalty program rewards, EV charging, cylinder gas purchases, fuel discounts, and self-service account management.
• Alexela Payment Card A payment card combining loyalty discounts with card-based payment functionality for fuel, goods, and services at Alexela stations and partner stations in Latvia and Lithuania.
• Biomethane (Biometaan) Renewable automotive fuel produced from local agricultural waste in a circular economy model, sold at Alexela stations to reduce the carbon footprint of the transport sector.
• Virtual Power Plant (Virtuaalne Elektrijaam) A virtual power plant service that aggregates small-scale electricity producers to help them manage consumption, production, and storage of electricity, enabling energy savings and market-price benefits.
• Smart Electricity (Tark Elekter) Smart electricity management service that optimizes home energy usage based on market prices, helping consumers reduce electricity bills and participate in the energy market.
• LNG Terminal Operations (Paldiski LNG) Liquefied natural gas import terminal in Paldiski, Estonia, operated in partnership to enhance regional energy security and provide regasification services and gas logistics.

Quantifiable outcome

• Sells over 0.5 TWh of electricity annually to Estonian customers
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Nordic Stream Group OÜcoreStrategic or Co-development Partner · 27 March 2026Nordic Stream Group acquired Infortar's stake in Pakrineeme Sadama OÜ in March 2026. The new partnership aims to advance the Paldiski LNG terminal, launch a peak-load gas power plant, and develop green ammonia export through the port. The goal is to use Eesti Varude Keskus's quay for LNG imports from global markets and export synthetic fuels produced in Estonia.
• Latvijas Propāna Gāze (B2G Grupp / AVH Grupp)minorStrategic or Co-development Partner · 1 January 2026Latvijas Propāna Gāze operates a modernized LPG terminal in Riga Port. Alexela's parent company (AVH Grupp through B2G Grupp) is part of the investor consortium alongside international commodity company Trafigura. The ~€10M terminal modernization allows the port to handle large transatlantic LPG tankers and strengthens the Baltic and Eastern European gas supply chain.
• InfortarcoreStrategic or Co-development Partner · 1 January 2022Infortar is a major strategic partner of Alexela in several key projects including the Paldiski floating LNG terminal, biogas production facilities (Oisu, Vinni, Iilmatsalu), and development of the Paldiski LNG terminal and pumped hydro energy storage. Infortar co-developed these strategic energy infrastructure assets with Alexela to strengthen Estonia's energy security.
• Rohe Solutions OYminorStrategic or Co-development Partner · 1 January 2018Rohe Solutions OY is a joint venture between Hamina Energy and Alexela. Its primary activity is the sale and transport of liquefied natural gas (LNG), extending Alexela's LNG distribution capabilities into Finland.
• Hamina Energy LtdcoreStrategic or Co-development Partner · 1 January 2017Hamina LNG is a joint venture owned by Hamina Energy Ltd, Alexela, and Wärtsilä (an IT/energy company listed on the Finnish stock exchange). The joint venture operates the LNG import terminal at Hamina port, connecting the local Hamina gas network with Finland's national gas grid. Terminal opened in 2022 with capacity of 30,000 m³ and 5 TWh/year throughput.
• Eesti Varude Keskus (Estonian National Reserve)coreStrategic or Co-development PartnerAlexela and Nordic Stream Group aim to utilize the quay owned by Eesti Varude Keskus at Paldiski for LNG import operations. This government partnership is intended to enable LNG imports to Estonia from global markets and support national energy security.

Scale indicators8 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Viada: Latvian and Lithuanian fuel retailer with 388+ stations that accepts Alexela payment cards. Directly comparable as a regional Baltic multi-energy retailer with fuel, LPG, and convenience operations.
• Eesti Energia: Estonian state-owned integrated energy company offering electricity generation and retail, shale oil, heat, and increasingly renewable energy and EV charging. Most direct domestic peer to Alexela across electricity, fuels, and the energy transition, though it is state-owned and much larger.
• St1 Nordic: Finnish energy company focused on retail fuel stations, renewable fuels including biomethane, and convenience retail across the Nordics. Closely comparable on integrated multi-energy retail, biomethane, and Nordic/Baltic market positioning.
• Elenger Group: Estonian gas and energy company selling natural gas, LNG, and electricity to Estonian and Baltic customers. Directly comparable as a domestic competitor in gas sales, LNG supply, and electricity retail.
• Virši-A: Latvian fuel retail and convenience chain that partners with Alexela for cross-border payment card acceptance. Closely comparable in product mix (fuel stations, convenience stores, EV charging rollout) and Baltic regional footprint.

Broad incumbents

• MOL Group: Hungarian integrated oil and gas group with fuel retail, refining, gas, and EV charging across Central and Eastern Europe. Comparable as a multi-energy retailer pursuing energy transition in a neighboring region.
• Circle K: Global fuel retail and convenience network owned by Alimentation Couche-Tard, operating in the Baltics. Directly comparable in retail station operations and convenience, and a broader incumbent competitor for fuel and EV charging.
• Shell: Global oil major with a fuel retail and convenience network and growing EV charging and renewable fuels businesses. Comparable as a broad incumbent shaping competitive dynamics and ESG expectations in fuel retail and downstream energy.
• Neste: Finnish global energy company active in renewable fuels (biomethane, renewable diesel, SAF), oil products, and service station retail. Comparable on the biomethane-to-fuel, renewable fuels, and Nordic retail dimensions, but operates at global scale.

Regional players

• AB Amber Grid: Lithuanian natural gas transmission system operator and a key piece of Baltic gas infrastructure. Comparable as a regional gas infrastructure counterpart to Alexela's LNG and gas distribution activities, though focused on transmission rather than retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCJeQ2HrTrgFucH8AU2nnG8g
• Facebookfacebook.com/ASAlexela
• Instagraminstagram.com/alexela.ee
• Xx.com/alexelaoil

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries12 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alexela