Egen El
ETC El is a Stockholm-based Swedish retail electricity supplier selling 100% renewable (solar, wind, small-scale hydro) power via variable spot-price contracts to roughly 7,200 households and 1,100 solar producers, with a vertically integrated solar park and an ecosystem of solar, battery, car-sharing, and savings products.
- Company typePrivate
- Founded-
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Egen El does
ETC El, legally Elhandeln i Stockholm AB (org. nr. 556671-3334), is a Stockholm-based retail electricity supplier operating under the ETC-företagen umbrella. It sells 100% renewable electricity sourced from solar, wind, and small-scale hydro — explicitly excluding nuclear and large-scale hydro — to Swedish households and small-scale generators. At year-end 2025 the company had 7,213 active electricity customers and 1,124 solar producers feeding into the platform.
The core offering is a variable spot-price contract priced as a fixed monthly fee plus pass-through Nord Pool wholesale price, with no contractual binding period. Revenue is generated from monthly fees, ancillary product sales, and reinvested customer surplus that funds an in-house solar generation portfolio — most notably an 11.5 MW solar park in Hultsfred with expansion underway in Katrineholm. Beyond electricity supply, ETC El runs an integrated ecosystem of products: Elfrihet solar and battery packages in partnership with Lystr, GoRide electric car sharing, B-share savings (2,754 savers, 280 MSEK cumulative), and real-time metering through Sparöga. Disclosed 2025 revenue was approximately 38 MSEK.
The technology layer centers on the ETC El-app, the Smart Styrning (Smart Control) automated load-shifting feature that responds to spot prices and integrates with EV chargers, heat pumps, and solar inverters, and the Sparöga real-time meter developed with Saveeye. The company holds Bra Miljöval certification from the Swedish Society for Nature Conservation and won Årets Laddplats 2026 from Elbil Sverige. ETC El additionally discloses plans for three small solar-powered data centers in Katrineholm, Stockholm, and Malmö, signaling a move into digital infrastructure as a downstream use of its generation assets.
Egen El firmographics
Firmographics- Name
- Egen El
- Legal name
- Elhandeln i Stockholm AB
- Website
- https://etcel.se
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ETC El is a Stockholm-based Swedish retail electricity supplier selling 100% renewable (solar, wind, small-scale hydro) power via variable spot-price contracts to roughly 7,200 households and 1,100 solar producers, with a vertically integrated solar park and an ecosystem of solar, battery, car-sharing, and savings products.
- Ownership category
- akta.pro rank
Egen El industry classification
Industry- Product category
- Renewable Electricity Retail
- NAICS
- Electric Power Generation, Transmission and Distribution (2211), Solar Electric Power Generation (221114)
- SIC
- Electric Services (4911)
- akta.pro primary industry
- Retail Supply + DER/Virtual Power Plant Bundles (Solar, Storage, DR) (EUAGABAI)
- akta.pro secondary industries
- Customer Energy Engagement (In-Home Displays, Portals, Usage Insights) (EUADAFAH), Distributed & Commercial Renewable O&M (Rooftop Solar, C&I Wind, Small Hydro) (EUAMAGAB), Home Energy & EV Charging (HEMS, Smart Meters, Batteries, Chargers) (HSAPAQAF), EV Charging Network Management & Software Services (CPMS, Monitoring, Billing) (TLAKAMAG)
Keywords
Where Egen El is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Egen El business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel, Supply Chain
Revenue model
- Electricity Sales: Retail electricity sales to residential and business customers. Revenue is generated through a variable spot-price model based on Nord Pool exchange rates plus a fixed monthly fee. All surplus (profit) is reinvested into new solar parks rather than distributed to owners.
- Elfrihet Solar Packages: Partnership with Lystr offering solar panel and battery packages with zero upfront cost. Customers pay through energy savings over 5-8 years, after which they own the system. ETC El provides the electricity contract while Lystr handles installation and maintenance.
- Car Sharing (Bilpool): Electric car sharing service in partnership with GoRide. Revenue from usage fees: 70 SEK for first 1.5 hours, then 17.50 SEK per quarter hour. Free membership for ETC El customers.
- Solar Panel Ownership in Parks: Customers purchase solar panels (1,000 W for 10,000 SEK) installed in ETC Solpark and receive electricity at 1 öre/kWh during April-September. Revenue from panel sales and ongoing electricity delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Residential variable monthly price |
| Usage-based | Monthly | Residential quarter-hourly price |
| Subscription | Monthly | Business electricity contract |
| Unit Pricing | Pay-as-you-go | Solar panel ownership in parks |
| Usage-based | Pay-as-you-go | Car sharing rates |
| One time/ perpetual license | Pay-as-you-go | Sparöga real-time meter |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Egen El product offering
Product offeringCore offering
ETC El is a Swedish electricity retailer selling 100% renewable electricity contracts (solar, wind, and small-scale hydropower, explicitly excluding nuclear and large-scale hydro) to residential and small-business customers at variable Nord Pool spot prices plus a fixed monthly fee. The company complements electricity supply with a smart-home mobile app for automated load management, real-time consumption meters (Sparöga), solar panel packages for rooftop or communal-park ownership, and an electric car-sharing service. All surplus profits are reinvested into new solar parks rather than distributed to owners.
Product overview
ETC El operates as a renewable energy company offering a unified electricity subscription service complemented by multiple integrated products. The core offering is the electricity contract (Kvartspris or Månadspris) providing 100% solar, wind, and hydropower. This is supported by the ETC El-app for smart home control, which integrates with third-party charging boxes (Charge Amps, Easee, Wallbox, Zaptec) and heat pumps (Nibe, Viessmann, Mitsubishi) for automated energy optimization. Additional products include solar panel packages for home installation (Bas/Standard/Premium tiers), the Elfrihet package combining solar and battery with financing, and solar parks for customers without suitable rooftops. The ETC Sparöga real-time meter and ETC Bilpool electric car sharing round out the ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- ETC Solpark: Solar park in Katrineholm offering solar panel ownership, education, events, fast charging stations, and a solar-powered cafe.
- ETC Elbilspool
- ETC El-appen
- Elfrihet
- ETC Sol
- Sparöga
- Kvartspris
- ETC Klimatbutik
Products and services
- ETC El Electricity Contract (Elavtal) Core renewable electricity subscription for Swedish residential and business customers, sourced 100% from solar, wind, and small-scale hydropower with variable monthly or quarterly (Kvartspris) Nord Pool spot pricing plus a fixed monthly fee. Customers receive either Månadspris (average monthly spot price) or Kvartspris (15-minute interval spot price) options, with no binding period and all surplus reinvested in solar parks.
- Solcellspaket (Solar Panel Packages) Roof-top solar panel packages sold in three tiers for residential installation: Bas (410W budget panels), Standard (425W black glass/glass panels), and Premium (award-winning high-efficiency panels combining crystalline and thin-film cells). ETC El customers receive a 10% discount.
- Elfrihet (Energy Freedom Package) Combined solar panel and home battery package delivered through a partnership with Lystr, with free installation, financing, insurance, service, and support and zero upfront cost. Customers own the system from day one and typically achieve energy independence within approximately 8 years by paying through energy savings.
- Solcellsparker (Communal Solar Park Panels) Solar panel ownership in ETC Solpark facilities in Katrineholm and Hultsfred for customers without suitable rooftops. Customers purchase 1,000 W panels for 10,000 SEK; panels are installed in the park, owned by the customer, and produce electricity at 1 öre/kWh (excl. VAT) during the April-September production season, with approximately 900 kWh annual output per 1,000 W panel.
- ETC Bilpool (Electric Car Sharing) Electric car sharing service operated in partnership with GoRide at ETC solar park locations including Katrineholm, Västerås, Växjö, and Malmö. Free membership for ETC El customers, ETC savers, and ETC housing tenants. Pricing is 70 SEK for the first 1.5 hours, then 17.50 SEK per quarter hour, with daily and weekly maximums.
- ETC Sparöga Real-Time Meter Standalone P1/HAN-port electricity consumption meter (realtidsmätare) sold as hardware for 699 SEK (499 SEK for ETC El customers, free with new electricity contract). It connects to the home electricity meter and feeds live consumption data, peak detection, and price-aware optimization into the ETC El-app for smart device control.
- Surplus Solar Purchase Service Service for residential customers with installed solar systems to sell surplus electricity back to ETC El at Nord Pool spot prices, providing fair compensation and administrative simplicity for micro-producers.
Quantifiable outcome
- Home solar panels typically increase property value by 200,000+ SEK
- +5 more outcomes
Companies that use Egen El
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Egen El technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability2 records
Feature3 records
Egen El partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- GoRidecorePartnership for electric car sharing service (ETC Bilpool). GoRide handles operational management while ETC El provides customer access and marketing. Free membership for ETC El customers, sparers in ETC Bygg/Sol, and residents in ETC housing.
- LystrcorePartnership for 'Elfrihet' (Energy Freedom) program offering solar panels and batteries with zero upfront cost. ETC El provides electricity contract; Lystr handles installation, maintenance, and financing. Customers pay through energy savings over 5-8 years.
- SaveeyecoreProvider of the Sparöga real-time electricity consumption meter. Hardware integrated with ETC El app for live consumption monitoring and smart home device control.
- Delta CapacityminorSwiss battery company that built one of Nordic's largest battery storage systems (70 MW/160 MWh) in Ånge, Sweden. Not directly partnered with ETC El but referenced in industry context.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
Egen El competitors and assessment
Company assessmentDirect peers
- Greenely: Greenely is a Swedish energy app and electricity retailer focused on consumption insights, smart home integration, and renewable supply. It directly overlaps ETC El's value proposition of combining retail electricity with smart-home/real-time metering for Swedish residential customers.
- Tibber: Tibber is a Norwegian-founded digital-first retail electricity supplier operating in Sweden and Norway with spot-price passthrough, smart home app, and renewable offerings. It is the closest direct peer to ETC El's digital retail + smart home model, though ETC El differentiates through owned solar park infrastructure and a no-nuclear/large-hydro purity stance.
Regional players
- Svea Solar: Svea Solar is a leading Nordic solar installer providing rooftop PV and battery solutions to residential and commercial customers. It is comparable to ETC El's Elfrihet and solar panel product lines, though it focuses on installation rather than retail electricity supply.
- Solkompaniet: Solkompaniet is a Swedish solar panel installer serving residential and commercial customers. Comparable to ETC El on the solar installation and ownership offerings, with overlap in customer segments though lacking a retail electricity supply product.
- Telge Energi: Telge Energi is a Swedish municipal-owned energy company selling electricity, gas, and broadband primarily in the Stockholm region. Comparable as a regional Swedish electricity retailer serving residential and SMB customers, though with broader portfolio and less renewable-purity focus than ETC El.
- Kraftringen: Kraftringen is a Swedish energy company serving southern Sweden with electricity, heating, and gas services. Comparable as a regional retail electricity supplier with sustainability focus, though broader portfolio and less digital-native than ETC El.
Broad incumbents
- Vattenfall: Vattenfall is Sweden's largest state-owned utility and incumbent retail electricity supplier. It competes directly with ETC El for Swedish residential and SMB customers but offers a wider portfolio including nuclear, hydro, and district heating, lacking ETC El's no-nuclear/no-large-hydro positioning.
- E.ON Sverige: E.ON Sverige is a major Swedish retail electricity and gas supplier serving residential and business customers. It is a broad incumbent with renewable offerings but a portfolio approach that contrasts with ETC El's pure-play renewable retail model.
- Fortum Sverige: Fortum is a Nordic utility with significant Swedish retail electricity operations and renewable generation assets. Comparable as a large incumbent retail supplier with growing renewable focus, but broader portfolio (nuclear, hydro) and less differentiation than ETC El's narrow renewable positioning.
Emerging players
- Octopus Energy: Octopus Energy is a UK-headquartered digital retail electricity supplier with smart-tariff products (e.g., Agile), smart home integration, and renewable focus. Highly comparable to ETC El on business model (spot-price passthrough + smart app + renewables), though operating at much larger scale and primarily outside Sweden.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Egen El social profiles
Digital presenceEgen El financial estimates
Financial estimateRevenue estimate
Valuation estimate
Egen El leadership team
Management profileNumber of profiles
Profiles6 records
Egen El subsidiaries and ownership
Company hierarchySubsidiaries8 records
Egen El funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Egen El 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 Egen El
What does Egen El do?
ETC El is a Swedish electricity retailer selling 100% renewable electricity contracts (solar, wind, and small-scale hydropower, explicitly excluding nuclear and large-scale hydro) to residential and small-business customers at variable Nord Pool spot prices plus a fixed monthly fee. The company complements electricity supply with a smart-home mobile app for automated load management, real-time consumption meters (Sparöga), solar panel packages for rooftop or communal-park ownership, and an electric car-sharing service. All surplus profits are reinvested into new solar parks rather than distributed to owners.
Is Egen El a public or private company?
Egen El is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Egen El founded?
Egen El was founded in -1. It employs 1 to 10 people.
Where is Egen El based?
Egen El is headquartered in Stockholm, Sweden, in the Europe region.
How does Egen El make money?
Four revenue lines are on record. Electricity Sales are the primary driver. The others are elfrihet Solar Packages, car Sharing (Bilpool) and solar Panel Ownership in Parks.
Who are Egen El's main competitors?
Direct peers on record are Greenely and Tibber. Regional players are Svea Solar, Solkompaniet, Telge Energi and Kraftringen. Broad incumbents are Vattenfall, E.ON Sverige and Fortum Sverige. Octopus Energy is listed as an emerging player.
Does Egen El have an API?
No public API is recorded for Egen El.
What industry is Egen El in?
Egen El's product category is Renewable Electricity Retail. Its primary akta.pro industry code is EUAGABAI, Retail Supply + DER/Virtual Power Plant Bundles (Solar, Storage, DR), with a secondary code of EUADAFAH, Customer Energy Engagement (In-Home Displays, Portals, Usage Insights). Its NAICS code is 2211 and its SIC code is 4911.