Innova Energie

What Innova Energie does

Innova Energie B.V. is a privately held Dutch energy supplier headquartered in The Hague, founded in 2010, and operating under the Innova Group B.V. holding structure. The company supplies 100% green electricity (sourced from wind and solar) and natural gas to Dutch residential and small-business customers across multiple contract types — fixed (1- and 3-year), variable model contract, and dynamic pricing (Innova Dynamisch) — as well as specialized contracts for solar-panel owners (Innova Zon Zeker). It complements its commodity supply business with a sustainable solutions arm, Innova Duurzaam, offering home batteries, charging stations, and backup power systems, and operates sub-brands Sepa Green Energy, Gewoon Energie, and a white-label offering called Energy 4 All.

The underlying platform is built around smart-meter integration (quarter-hourly electricity reads and hourly gas reads, subject to customer consent), a customer self-service portal (Mijn Innova), and dedicated mobile apps for iOS and Android that surface consumption data. Internally, Innova Group is organized across six legal entities covering supply, energy trading, sustainable solutions, IT services (NCIS B.V.), building energy management software (Sustainable Buildings B.V., acquired August 2020), and the holding company itself.

Commercially, the company runs a primarily direct-to-consumer motion supported by performance-based affiliate marketing (Daisycon), paid Google and Meta advertising, content marketing, and brand sponsorships in Dutch sports (ADO Den Haag since 2016, AZ Vrouwen since 2023 / main sponsor from 2025, AFAS Stadion from 2024, KNZB from 2024). Revenue is generated through monthly termijnbedrag advance payments and annual settlements on subscription contracts, with add-on hardware sales through the Duurzaam channel. B2B business is handled by commercial directors and account managers. The company has 51–100 employees and no external private equity or venture capital ownership identified in the source data.

Name

Innova Energie

Legal name

Innova Energie B.V.

Website

https://innovaenergie.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Innova Energie is a privately held Dutch energy supplier based in The Hague that provides 100% green electricity and gas to over 100,000 residential and small-business customers via fixed, variable, and dynamic pricing contracts, with adjacent sustainable-living products and sub-brands Sepa Green Energy, Gewoon Energie, and Energy 4 All.

Ownership category

akta.pro rank

Product category

Retail Energy Supply

NAICS

Environmental Consulting Services (54162)

akta.pro primary industry

Performance Contracting & Energy-as-a-Service (EaaS) for Buildings (BPABAGAN)

akta.pro secondary industry

Smart Appliance & Energy Management Integration (HSAHADAG)

Keywords

• Retail energy supply
• Green electricity contracts
• Natural gas supply
• Dynamic energy pricing
• Residential solar contracts

Headquarters

HQ city

The Hague

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Electricity Supply: Supply of green electricity (100% from wind and solar) to residential and business customers through fixed-term (1 or 3 years), variable, or dynamic pricing contracts. Revenue generated through monthly termijnbedrag (advance payments) and annual settlement.
2. Gas Supply: Supply of natural gas to residential and business customers, bundled with electricity or as standalone product. Revenue through subscription contracts with variable or fixed pricing.
3. Loyalty Bonuses: Customer retention program offering loyalty bonuses after contract completion (e.g., after 1 year for 1-year contracts).
4. Sustainable Energy Products: Home batteries, sustainable living solutions, and backup power systems offered through Innova Duurzaam brand.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Innova Energie is a Dutch energy supplier that delivers 100% green electricity (sourced from wind and solar) and natural gas to residential and business customers across the Netherlands. The company offers fixed, variable, and dynamic pricing contracts, supplemented by sustainable add-ons such as home batteries, EV charging stations, and emergency power systems, with onboarding handled through a website, mobile app, and customer portal.

Product overview

Innova Energie is a Dutch energy supplier offering a comprehensive portfolio of energy products across multiple contract types and sustainable solutions. The core offerings include fixed-rate contracts (1-year and 3-year terms), dynamic pricing contracts with hourly electricity/daily gas rates, and hybrid combinations. Specialized products like Innova Zon Zeker target solar panel owners. Add-on sustainable products include home batteries, EV charging stations, and backup power systems. The company operates multiple sub-brands (Sepa Green Energy, Gewoon Energie, Energy 4 All) and serves both residential and business customers through a customer portal (Mijn Innova) and mobile app.

Differentiator

Problem solved

Functional benefit

Brands

• Innova Zon Zeker: Energy contract for solar panel owners offering no fixed return delivery costs for 3 years
• Innova Dynamisch
• Innova Duurzaam

Products and services

• Vast energiecontract (Fixed Energy Contract) Fixed-rate energy supply contract with rates locked for the chosen term. Available in 1-year and 3-year durations, providing price certainty for residential and business customers.
• Dynamisch energiecontract (Dynamic Energy Contract) Variable-rate contract where electricity prices change hourly and gas prices change daily based on market conditions. Customers benefit from low-price periods, can cancel monthly without penalty, and receive a feed-in bonus for returned electricity.
• Dynamische stroom en vast gas Hybrid energy contract combining dynamic hourly electricity pricing with fixed gas rates, balancing market flexibility with budget predictability.
• Stroom en Gas Combined electricity and gas supply package with 100% green electricity from wind and solar sources, targeted at Dutch households and small businesses.
• Innova Zon Zeker Specialized 3-year energy contract for solar panel owners offering fixed electricity and gas rates with no fixed costs for grid feed-in for households returning up to 3,000 kWh annually.
• Thuisbatterij (Home Battery)

Quantifiable outcome

• Customer rating of 4.5/5 based on 12,147 Google reviews
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• AZ VrouwenflagshipGTM or Marketing Partner · 15 April 2025Main sponsorship of women's football team through mid-2027. Started as shirt partner in 2023, expanded to front-of-shirt main sponsorship from new season. Innova Energie logo prominently displayed on match shirts.
• KNZB (Royal Dutch Swimming Federation)coreGTM or Marketing Partner · 28 November 2024One-year partnership agreement with intent to extend. KNZB members receive exclusive energy contracts with €50 bonus discount. Focus on energy awareness and sustainability promotion among swimming community.
• Energie-Nederland (Noodfonds)minorStrategic or Co-development Partner · 15 September 2023Contributed €20 million alongside other major energy suppliers to continue the Temporary Emergency Energy Fund (Noodfonds) helping households unable to pay energy bills.
• AFAS StadioncoreGTM or Marketing Partner · 22 August 2023Official energy supplier of AFAS Stadion since January 2024. Partnership supports stadium operations with sustainable energy solutions.
• ADO Den HaagcoreGTM or Marketing Partner · 10 December 2020Partnership since 2016 including youth sponsorship, energy supply, and Sky Lounge holder at Cars Jeans Stadion. Energy supplier and partner with continuation agreement.
• Sustainable Buildings B.V.coreStrategic or Co-development Partner · 5 October 2020Acquired in August 2020. Award-winning software company providing user-friendly energy management systems for buildings. Complements Innova's sustainable energy solutions portfolio.
• DaisyconminorChannel Partner/ Reseller/ DistributorPerformance-based marketing partner. Publishers receive compensation for measurable customer acquisition results. Anonymized transaction data shared for validation purposes.
• Ronald McDonaldHuisminorOthersCharitable partnership. Employees get one day per year for volunteer work. Support provided to Ronald McDonald House as part of company's social responsibility.
• Max FoundationminorOthersLeading center for pediatric oncology supporting children with cancer and their families. Company supports their mission to cure all children with cancer.
• Stichting Jarige JobminorOthersFoundation treating children from the poorest families to an unforgettable birthday with a complete party box.
• Netwerk Haagse HelpersminorOthersNetwork dreaming of a socially connected city where every Hague resident is aware of their talents, with synergy between all residents.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• TotalEnergies (Total gas, elektra & warmte): Integrated energy major with a Dutch retail electricity and gas proposition targeted at household and SME customers. Provides competitive context on multi-product bundling and pricing that Innova must match in the Dutch market.
• ENGIE: Global utility with established Dutch retail business in electricity, gas, and energy services for residential, SME, and industrial customers. Represents large-scale incumbent competition across Innova's core segments.
• Vattenfall (Vattenfall-Nuon): Major European utility with substantial Dutch retail operations covering electricity and gas for households and businesses. Operates a broader portfolio including heat networks and EV charging, but competes directly with Innova on residential supply contracts.
• E.ON: European utility operating in the Dutch retail market with a broad energy-services offering including residential supply and B2B energy solutions. Comparable as a broad-based incumbent against which Innova competes for consumer wallet share.
• Eneco: One of the three largest Dutch energy utilities, providing electricity, gas, and heat to retail and business customers. Provides direct competitive context for pricing, switching dynamics, and B2B energy contracts at significantly larger scale.

Direct peers

• Pure Energie: Mid-sized Dutch renewable-energy retailer supplying wind/solar green power to households and businesses with comparable contract structures. Operates in the same sub-segment of the Dutch retail market as Innova.
• Vandebron: Dutch-origin green energy challenger offering residential fixed and variable contracts with a strong sustainability narrative and multi-channel digital onboarding. Closely comparable to Innova's D2C green-energy model and customer segment.
• Oxxio: Dutch residential and SME energy supplier offering variable and fixed contracts with digital onboarding and smart-meter integration. Operates overlapping product set and switching-process design with Innova.
• Greenchoice: Dutch retail energy supplier focused on 100% green electricity and gas for residential and SME customers, with multi-contract pricing (fixed/variable) and a comparable brand-led value proposition. Mirrors Innova's segmentation of green-energy-conscious consumers.

Emerging players

• Octopus Energy: UK-based challenger energy retailer that pioneered dynamic/pricing-flexible consumer contracts and smart-meter-driven engagement; expanding into European markets (including the Netherlands). Comparable for product innovation in dynamic pricing and digital customer experience that Innova Dynamisch also targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/innovaenergie
• LinkedInlinkedin.com/company/innova-energie
• Xx.com/s_houppermans

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Innova Energie