GodEl
GodEl is a Swedish electricity retailer (founded 2005) selling 100% renewable electricity at cost to 215,000 residential and business customers, with all profits donated to charity via its owner, the GoodCause Foundation.
- Company typePrivate
- Founded2005
- HeadquartersSundbyberg, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingServices
What GodEl does
GodEl is a Sweden-based electricity retail company founded in 2005 that supplies 100% renewable electricity to approximately 215,000 residential and business customers, ranked the sixth-largest electricity trader in Sweden as of December 2025. The company is wholly owned by the GoodCause Foundation, a Swedish nonprofit whose mandate is to launch companies whose profits are distributed entirely to charitable causes — GodEl has donated a cumulative 114 million SEK since inception, with a record 32 million SEK distributed in 2026. Revenue is generated through a flat 49 SEK monthly subscription fee per customer plus pass-through electricity billed at purchase price (inköpspris) with zero markup, eliminating binding periods and termination fees.
The core technology platform consists of a self-service customer portal (Mina Sidor), iOS and Android mobile applications developed with partner Bright, and integrations including BankID for authentication, Kivra for digital invoicing, and Ngenic Tune for smart heating optimization. The mobile application provides consumption tracking, smart analytics, comparisons, and personalized energy-saving tips. Distribution relies on a core strategic channel partnership with Ellevio, the Swedish network operator, under which GodEl serves as the designated (anvisnings) supplier for customers in Ellevio grid areas who fail to actively select a provider — this partnership, in place since 2019, has saved assigned customers 1.5 billion SEK over six years and was extended for an additional three years.
Go-to-market is primarily direct-to-consumer and product-led, relying on word-of-mouth, transparent pricing, the differentiated charity-ownership model, and the Ellevio channel rather than a sales force or discount campaigns. With a headcount of 38-39 employees serving 215,000 customers, the company demonstrates significant operational leverage, and additional growth levers include a B2B electricity offering, smart heating integration, solar-cell services, the Startup 4 Climate innovation competition co-hosted with Ellevio, and an SKI 2025 customer satisfaction score of 75/100 versus an industry average of 63.8.
GodEl firmographics
Firmographics- Name
- GodEl
- Legal name
- GodEl i Sverige AB
- Website
- https://godel.se
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- GodEl is a Swedish electricity retailer (founded 2005) selling 100% renewable electricity at cost to 215,000 residential and business customers, with all profits donated to charity via its owner, the GoodCause Foundation.
- Ownership category
- akta.pro rank
GodEl industry classification
Industry- Product category
- Retail Electricity Supply
- NAICS
- Electric Power Generation, Transmission and Distribution (2211)
- SIC
- Electric Services (4911)
- akta.pro primary industry
- Green Power Retailing & Bundled Supply (Energy + Certificates) (EUAGAFAE)
- akta.pro secondary industries
- Green Tariffs & Utility Renewable Supply Programs (EUAGADAJ), C&I Renewable Supply & Green Tariffs (Bundled RE, Sleeves, Utility Green Tariffs) (EUAGACAE)
Keywords
Where GodEl is headquartered
LocationHeadquarters
- HQ city
- Sundbyberg
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
GodEl business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Others
Revenue model
- Electricity Sales: Electricity sold at cost (inköpspris) with only a fixed monthly fee of 49 SEK. No markup on electricity prices. Revenue comes from the monthly subscription fee plus consumption-based electricity costs.
- Monthly Subscription Fee: 49 SEK per month fixed fee regardless of consumption level. All customers pay the same low price.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard residential electricity contract - 49 SEK/month + electricity at cost |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
GodEl product offering
Product offeringCore offering
GodEl sells renewable electricity supply contracts to Swedish households and businesses at cost price, charging only a fixed 49 SEK monthly fee plus pass-through electricity consumption charges. All profits are donated to charitable causes via its owner Stiftelsen GoodCause. The company also provides a mobile app for consumption tracking and smart analytics, and offers smart heating optimization through Ngenic Tune integration.
Product overview
GodEl is an electricity supply company offering renewable electricity contracts to both residential and business customers in Sweden. The core product is electricity supply (Elavtal) available in two pricing models: monthly price (fixed monthly average) and quarter price (actual market price per quarter). Supplementary products include a mobile app for consumption monitoring and smart heating optimization (via Ngenic Tune), solar cell services, and move-assistance services. The company also provides designated/default contracts through its partnership with Ellevio network operator. GodEl is owned by the GoodCause foundation and donates all profits to charity.
Differentiator
Problem solved
Functional benefit
Products and services
- Electricity Contracts (Elavtal) Renewable electricity supply contracts available in two pricing models (monthly price and quarter price) for Swedish households. All electricity is 100% renewable and Bra Miljöval certified.
- GodEl Mobile App Customer mobile application for iOS and Android that lets users monitor electricity consumption, receive smart analytics, comparisons and personalized tips, and manage their electricity accounts.
- Smart Heating (Smart uppvärmning via Ngenic Tune)
Quantifiable outcome
- Customers saved 1.5 billion SEK through Ellevio partnership since 2019
- +2 more outcomes
Companies that use GodEl
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
GodEl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
GodEl partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- ElleviocoreGodEl has been Ellevio's designated (anvisnings) electricity supplier since 2019. Customers in Ellevio network areas who don't actively choose a provider are automatically assigned to GodEl. The partnership has saved assigned customers 1.5 billion SEK in lower electricity costs over 6 years. The agreement was extended for another 3 years. GodEl provides the same low prices to all customers regardless of how they acquired the contract.
- Things StockholmminorInnovation hub partner for Startup 4 Climate competition. Things Stockholm provides 1-year membership to finalists and assists with the competition logistics.
- GoodCause FoundationcoreGodEl is owned by the GoodCause Foundation, whose sole purpose is to start companies and donate profits to charitable causes. GoodCause also includes GodFond and GoodCause Ideas. Together they have generated 174 million SEK for partner organizations. Board members work without compensation.
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
GodEl competitors and assessment
Company assessmentDirect peers
- Bixia: Swedish electricity retailer based in Malmö serving residential and business customers with renewable-focused contracts. Directly comparable mid-sized green retailer with similar Swedish-only B2C/B2B positioning, though owned by E.ON rather than a foundation.
- Skellefteå Kraft: Swedish municipal electricity retailer based in northern Sweden, offering renewable electricity contracts to households and businesses. Comparable as a Sweden-focused green retailer with both residential and commercial offerings and a sustainability-driven brand.
- Telge Energi: Stockholm-area electricity retailer owned by Södertälje municipality, serving residential and business customers with renewable electricity. Comparable mid-sized Swedish retailer with similar urban household focus and sustainability credentials.
- Jämtkraft: Swedish regional electricity retailer based in Östersund with renewable generation and supply operations. Comparable as a Sweden-focused green electricity supplier with both retail and generation activities, though with stronger regional concentration.
- Göteborg Energi: Municipally-owned energy company in Gothenburg offering electricity and district heating to households and businesses. Comparable Swedish retail electricity supplier with municipal ownership and sustainability focus, though operating primarily in the Gothenburg region.
- Mälarenergi: Energy company based in Västerås providing electricity, heating, and network services in central Sweden. Comparable as a Swedish retail electricity supplier with municipal ownership and renewable supply focus.
- Kraftringen: Swedish energy company in southern Sweden (Lund-based) supplying electricity, heating, and cooling to households and businesses. Comparable regional electricity retailer with sustainability positioning.
Broad incumbents
- Vattenfall: State-owned Swedish energy company and one of Europe's largest utilities, with extensive generation, distribution, and retail operations. Overlaps with GodEl in Swedish retail electricity supply but operates at vastly larger scale and with a broader portfolio including nuclear and hydro generation.
- E.ON Sverige: Swedish subsidiary of E.ON, one of Europe's largest energy companies, supplying electricity and gas to Swedish households and businesses. Directly competes with GodEl in Swedish retail electricity but at much greater scale and with broader energy services.
- Fortum: Nordic energy company headquartered in Finland with significant Swedish retail electricity operations. Comparable as a major green-leaning Nordic electricity supplier but with broader portfolio including generation, heating, and recycling.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GodEl social profiles
Digital presenceGodEl compliance and trust
Trust signalCompliance2 records
GodEl financial estimates
Financial estimateRevenue estimate
Valuation estimate
GodEl leadership team
Management profileNumber of profiles
Profiles6 records
GodEl subsidiaries and ownership
Company hierarchySubsidiaries2 records
GodEl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GodEl 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 GodEl
What does GodEl do?
GodEl sells renewable electricity supply contracts to Swedish households and businesses at cost price, charging only a fixed 49 SEK monthly fee plus pass-through electricity consumption charges. All profits are donated to charitable causes via its owner Stiftelsen GoodCause. The company also provides a mobile app for consumption tracking and smart analytics, and offers smart heating optimization through Ngenic Tune integration.
Is GodEl a public or private company?
GodEl is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was GodEl founded?
GodEl was founded in 2005. It employs 101 to 250 people.
Where is GodEl based?
GodEl is headquartered in Sundbyberg, Sweden, in the Europe region.
How does GodEl make money?
Two revenue lines are on record. Electricity Sales are the primary driver. The others are monthly Subscription Fee.
Who are GodEl's main competitors?
Direct peers on record are Bixia, Skellefteå Kraft, Telge Energi, Jämtkraft, Göteborg Energi, Mälarenergi and Kraftringen. Broad incumbents are Vattenfall, E.ON Sverige and Fortum.
Does GodEl have an API?
No public API is recorded for GodEl.
What industry is GodEl in?
GodEl's product category is Retail Electricity Supply. Its primary akta.pro industry code is EUAGAFAE, Green Power Retailing & Bundled Supply (Energy + Certificates), with a secondary code of EUAGADAJ, Green Tariffs & Utility Renewable Supply Programs. Its NAICS code is 2211 and its SIC code is 4911.