What AURA Energi does

AURA Energi a.m.b.a. is a member-owned Danish energy cooperative founded in 1913, headquartered in Viby J, serving approximately 116,000 residential member-owners (andelshavere) and business customers in East Jutland with electricity supply, fiber internet, TV/streaming, EV home charging, and professional electrical installation services. The cooperative operates under an a.m.b.a. (andelsselskab) legal form, reinvesting profits into members and the local community rather than distributing to external shareholders, and maintains a secondary office in Odder.

The company's product portfolio spans variable-rate electricity plans (AURA Light, FlexEl, POWER) priced against Nord Pool spot prices with subscription fees of 21-49 DKK/month, fixed-rate plans (AURA FastEl) on 3-month locks, fiber internet delivered via the Waoo network and an own-router FiberXL product at speeds from 100/100 to 2500/2500 Mbit/s, TV packages via the Waoo Play streaming platform, and home EV charging solutions bundling Zaptec Go hardware with Spirii Go smart-charging software and professional installation through partner Gronell. The technology stack relies on third-party infrastructure (Microsoft Azure, AWS, Nord Pool pricing feeds, MitID authentication) rather than proprietary core systems, with customer-facing touchpoints including the aura.dk website, Mit AURA self-service portal, and the AURA Elpris mobile app.

Revenue is generated primarily through subscription and usage-based recurring streams, with ~$190M USD (approximately 1.4 billion DKK) in annual revenue per CEO disclosure, supported by roughly 360 employees. Distribution combines digital self-service (website, apps), phone-based inside sales, and a dedicated B2B sales team for commercial accounts. The company holds no disclosed external funding as a cooperative, but operates AURA Ventures as a wholly-owned subsidiary investing in green-transition startups, signaling strategic intent beyond core utility operations.

Name

AURA Energi

Legal name

AURA Energi a.m.b.a.

Website

https://aura.dk

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

101–250 employees

Short description

AURA Energi is a Danish member-owned energy cooperative serving ~116,000 residential and business customers in East Jutland with electricity, fiber internet, TV/streaming, EV charging, and electrical installation services.

Ownership category

akta.pro rank

Product category

Multi-utility energy and fiber services

NAICS

Electric Power Generation, Transmission and Distribution (2211), Electric Power Transmission, Control, and Distribution (22112), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Electric Services (4911), Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Customer Energy Engagement (In-Home Displays, Portals, Usage Insights) (EUADAFAH)

akta.pro secondary industries

EV Charging Infrastructure IoT & Smart Charging (V1G/V2G) (EUADAPAH), Home Energy & EV Charging (HEMS, Smart Meters, Batteries, Chargers) (HSAPAQAF), Advanced Metering Infrastructure (AMI) & Smart Metering (EUADAPAB), Smart Energy Management (Meters, EV Chargers, Solar/Battery Monitors) Retail (CRACAGAI)

Keywords

• Electricity supply
• Fiber internet services
• EV home charging
• Energy cooperative
• Electrical installation

Headquarters

HQ city

Galten

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Electricity Supply (Residential & Business): AURA sells electricity to residential and business customers through multiple contract tiers (AURA Light, FlexEl, POWER, FastEl). Revenue is generated through a combination of consumption-based electricity prices (tracking Nord Pool) plus fixed monthly subscriptions and government-mandated transport/energy taxes. No binding period, customers can cancel monthly.
2. Fiber Internet (Waoo Fiber & FiberXL): AURA provides fiber internet via the Waoo network and its own FiberXL product. Revenue comes from monthly subscriptions at various speed tiers (100/100, 500/500, 1000/1000, 2500/2500 Mbit/s). Some tiers include router rental; FiberXL is lower-cost with BYO router and online-only support.
3. EV Charging Solutions: AURA sells or rents Zaptec Go charging boxes with professional installation. Revenue includes a one-time hardware purchase (4,990 DKK), monthly service agreement (19 DKK/month), and consumption-based electricity charges for home charging. Rental option at 159 DKK/month.
4. TV & Streaming (Waoo Play): AURA offers TV packages via Waoo Play streaming platform bundled with fiber internet. Revenue comes from optional TV package add-ons (Favorit, Stor, Lille, Flex), and integrations with streaming services (Viaplay, TV2 Play, Disney+).
5. Electrical Installation Services (B2B): AURA Installation provides professional electrical installation services to businesses, municipalities, and housing associations, including street lighting, industrial electrical work, and EV charging infrastructure setup.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

AURA Energi is a member-owned Danish energy cooperative that supplies electricity (variable, fixed, spot-price, and green-tariff plans), delivers fiber internet via the Waoo network (up to 2500/2500 Mbit/s symmetric) bundled with TV and streaming, and provides home EV charging solutions combining Zaptec Go hardware with the Spirii Go smart-charging app. The company also runs a B2B electrical installation arm delivering street lighting, industrial electrical work, and EV charging infrastructure to municipalities, housing associations, and businesses in East Jutland.

Product overview

AURA Energi is a consumer-facing energy utility offering a multi-product portfolio centered on electricity supply, fiber internet, TV/streaming, and EV home charging solutions. The electricity business includes variable-rate plans (AURA Light, FlexEl), a high-consumption plan for EV owners (AURA POWER), and fixed-rate options (AURA FastEl), all sold directly to consumers in Denmark's east and west price zones. The internet business resells Waoo Fiber products (100/500/1000 Mbit/s symmetric fiber) and the own-router FiberXL product (up to 2500/2500 Mbit/s), bundled with optional TV packages via Waoo Play streaming platform and WiFi/security add-ons. The EV charging offering combines Zaptec Go hardware with Spirii Go software, professional installation, and a service agreement, with home charging costs flowing through the electricity bill and access to a European public charging network. All services are coordinated through the Mit AURA self-service portal and the AURA Elpris app for real-time price tracking.

Differentiator

Problem solved

Functional benefit

Brands

• Waoo Fiber: Fiber internet service delivered via Waoo network with packages ranging from 100/100 to 1000/1000 Mbit/s speeds.
• FiberXL
• AURA POWER
• AURA FlexEl
• AURA Light
• AURA Ventures
• AURA Elpris

Products and services

• AURA Light Variable-rate electricity plan designed for residential customers with low electricity consumption, offering competitive per-kWh pricing with no monthly subscription fee. Available in AURA's supply area across east and west Denmark price zones.
• AURA FlexEl Flexible variable-rate electricity plan that tracks the Nordic electricity exchange (Nord Pool) price hour by hour, allowing customers to save by shifting consumption to lower-price hours. Includes a monthly subscription of 21 DKK and a small spot-price surcharge.
• AURA POWER High-consumption electricity plan aimed at EV owners and households with high usage. Tracks the Nord Pool spot price with a 0 øre/kWh surcharge and includes a 49 DKK monthly subscription, with no cap on consumption or subscription escalation.
• AURA FastEl Fixed-rate electricity plan with the price locked for 3-month periods and no spot-price surcharge, providing price stability and certainty for residential customers regardless of market fluctuations.
• AURA Grøn Strøm Green electricity add-on using renewable energy certificates (Guarantees of Origin), attachable to any AURA electricity contract. Priced at 0 kr. surcharge currently, with quarterly updates based on green certificate market prices.
• Waoo Fiber Internet (100/500/1000 Mbit/s) Symmetric fiber internet service delivered via the Waoo network at three speed tiers — 100/100, 500/500, and 1000/1000 Mbit/s — with included WiFi 6 router on higher tiers, 365-day support, and Danish-speaking phone and online support. Available where AURA fiber coverage exists in East Jutland.
• FiberXL (1000/2500 Mbit/s BYO router) Lower-cost fiber internet where customers use their own router, offered at 1000/1000 Mbit/s (299 DKK/month) or 2500/2500 Mbit/s (399 DKK/month, rolling rollout). Includes online-only customer service and a one-time connection fee of 495 DKK.
• Waoo TV & Streaming (Waoo Play) Television packages (Lille, Favorit, Stor, Flex) with up to 64 channels, plus the Waoo Play streaming platform that delivers TV content to SmartTV, Chromecast, Apple TV, PC, tablet, and mobile via the Waoo TV app. Integrates with Viaplay, TV2 Play, and Disney+. Stream on up to 5 devices at home and 2 devices out of home.
• Home EV Charging (Ladeboks med Zaptec Go) Home EV charging solution featuring the Zaptec Go charging box with professional installation, a service agreement, and access to the Spirii Go app for smart charging. Available as a one-time purchase (4,990 DKK including standard installation) or rental (159 DKK/month). Consumption billed per kWh at spot price; requires an AURA electricity contract.
• AURA Installation (B2B electrical services) Professional electrical installation services for businesses, municipalities, and housing associations, covering street lighting (consulting through operation), industrial electrical installations, and EV charging infrastructure setup. Reference projects include Odder Kommune street lighting, Skovby Møbelfabrik industrial work, and Ditur retail connectivity.
• Business Electricity and Fiber Contracts (Erhverv) Dedicated B2B electricity contracts and commercial fiber internet for companies, institutions, municipalities, and housing associations, supported by a named business sales team with separate contact channels ([email protected], [email protected]) and consumption-based business tariffs.

Quantifiable outcome

• EV charging at home costs approximately 320 DKK/month for an average family driving 15,000 km/year (based on 1.28 kr./kWh avg. price, 5 km/kWh efficiency)
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and infrastructure.

• Waoo (fibrenet via Norlys/KoldFusion)coreTechnology or IntegrationAURA delivers fiber internet using the Waoo Fiber network, one of Denmark's largest fiber networks. Waoo provides the internet service and infrastructure, while AURA handles local sales, customer service, and delivery in East Jutland. The partnership gives AURA access to high-speed symmetric fiber (up to 2500/2500 Mbit/s) and TV/streaming services.
• ZapteccoreTechnology or IntegrationAURA offers Zaptec Go home charging boxes as its primary EV charging hardware. Zaptec is a Norwegian company producing compact, award-winning EV chargers. AURA bundles the hardware with installation and service agreement.
• SpiriicoreTechnology or IntegrationSpirii provides the software platform (Spirii Go app) for AURA's EV charging solutions, enabling smart charging scheduling, automatic price optimization, access to 1M+ public charging points in Europe, and 24/7 Danish-speaking support. The Spirii Go app is a central component of AURA's charging value proposition.
• GronellcoreImplementation/ SI/ Consulting PartnerGronell is the installation partner for AURA's EV charging boxes, delivering professional installation services alongside AURA's own technicians. Gronell provides installation and customer service matching AURA's quality standards.
• Nord PoolcoreTechnology or IntegrationNord Pool is the official Nordic electricity exchange where AURA's flexible electricity products (AURA FlexEl, AURA POWER) source their hourly electricity prices. AURA's time-variable pricing is directly tied to Nord Pool's spot prices.
• Microsoft AzureinfrastructureTechnology or IntegrationMicrosoft Azure provides cloud infrastructure for AURA's websites (aura.dk, mit.aura.dk, bestil.aura.dk) and session management through Application Gateway services.
• Amazon Web Services (AWS)infrastructureTechnology or IntegrationAWS hosts AURA's recruitment platform (recruit.hr-on.com) and HR systems (hr-skyen.dk).
• Cookie InformationinfrastructureTechnology or IntegrationCookie Information provides AURA's cookie consent management platform and privacy policy compliance tools, updated monthly.
• HeyloyaltyinfrastructureTechnology or IntegrationHeyloyalty provides customer loyalty and newsletter management functionality for AURA's website (session management, visit tracking).

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Norlys: Denmark's largest energy and telecom cooperative, operating both electricity supply and fiber (Waoo) at national scale. Direct peer given shared cooperative DNA, overlapping Waoo fiber partnership, and identical electricity/internet/charging product structure.
• EWII: Danish energy and fiber utility operating in the Triangle Area and southern Jutland. Comparable multi-product offering (electricity, fiber, EV charging) serving residential and business customers under a similar utility-cooperative model.
• SEAS-NVE (now Andel Energi): Danish cooperative energy company serving Zealand and surrounding regions with electricity, fiber, and EV charging. Closely mirrors AURA's cooperative multi-utility structure and bundled product approach.
• Trefor: Multi-utility cooperative operating in southern Jutland with electricity, fiber internet, and EV charging. Directly comparable regional scope, cooperative ownership, and bundled energy/internet offering.
• NRGi: Aarhus-based Danish energy and fiber cooperative. Geographic and structural peer to AURA, with overlapping East Jutland supply territory, electricity retail, and fiber broadband.

Regional players

• Energi Fyn: Funen-based Danish energy utility providing electricity, fiber, and EV charging. Comparable cooperative multi-utility model but operating on a different island geography from AURA.
• Verdo: Energy company in central Jutland focused on electricity, heat, and EV charging. Comparable municipal/utility mix and EV charging focus, though smaller fiber presence than AURA.

Broad incumbents

• OK (OK a.m.b.a.): Danish member-owned energy and mobility cooperative offering electricity, EV charging, and fuel across Denmark. Broader national footprint than AURA with overlapping cooperative EV charging positioning.
• Ørsted (customer solutions / residential): Major Danish-headquartered energy company with residential electricity supply and green energy offerings. Larger incumbent competing for the same Danish household electricity wallet as AURA.

Others

• Zaptec: Norwegian EV charging hardware supplier and AURA's charging box partner. Relevant as the technology partner whose hardware underpins AURA's EV charging offering and whose roadmap directly affects AURA's product capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/aura_energi
• LinkedInlinkedin.com/company/auraenergi

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 AURA Energi