What E Wie Einfach does

E WIE EINFACH GmbH is a Cologne-headquartered, privately held German retail energy supplier founded in February 2007 as the first nationwide digital electricity and gas provider in the country. Operating as a subsidiary of E.ON Group, the company supplies electricity and natural gas to German residential and small/medium business customers under a digital-first distribution model. The product portfolio comprises multiple electricity tariffs (EinfachBasic, MeinSmartTarif, MeinÖkoTarif, FlexTarif, and heat-pump-specific MeinWärmestromTarif) and gas tariffs (EinfachFix12, MeinSmartTarif Gas, FlexTarif Gas, Gewerbegas) differentiated by contract length, price guarantee duration (12-24 months), and optional Wunschprodukt (wish product) incentives including Sky+Netflix subscriptions, PlayStation 5, and Nintendo Switch 2.

The underlying technology is a digital energy platform consisting of a web-based online tariff calculator (Stromrechner/Gasrechner), a customer portal (Kundenportal / Mein E-Service), and the E WIE EINFACH mobile app on iOS and Android featuring contract management, image-recognition-based meter reading (Zählerstand-Scan), and chat/WhatsApp customer service. The company handles automatic provider switching (Automatischer Anbieterwechsel) on behalf of customers. Since 2021, all electricity tariffs are offered exclusively as TÜV NORD-certified green electricity (Ökostrom). Customer acquisition is diversified across the direct website, comparison platforms, loyalty partnerships with PAYBACK, Miles & More, and DeutschlandCard, D2D sales via the Vertriebspartner program, and a €70 referral bonus scheme. The company additionally maintains a proprietary League of Legends esports team in the PrimeLeague as a brand-engagement vehicle targeting digital-native consumers.

Revenue is generated primarily through recurring subscription contracts under base price plus consumption-based work price (Arbeitspreis) pricing, supplemented by one-time revenue from Wunschprodukt co-payments (Zuzahlungen) and balcony solar hardware referrals via the Tepto partnership. The business serves residential customers as the primary segment, with Gewerbekund:innen (commercial), heat pump owners, and gaming-oriented digital natives as secondary segments. E WIE EINFACH has been active in the German market for over 15 years and holds multiple customer service awards including 10 consecutive years of Trusted Shops Excellent Shop certification, F.A.Z.-Institut recognition for customer support and service, and Focus Money best customer hotline distinction.

Name

E Wie Einfach

Legal name

E WIE EINFACH GmbH

Website

https://e-wie-einfach.de

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

E WIE EINFACH GmbH is a Cologne-based, E.ON Group-owned German digital energy supplier founded in 2007, offering TÜV NORD-certified green electricity and gas tariffs to residential and small business customers nationwide via a mobile app and online platform.

Ownership category

akta.pro rank

Product category

Retail Energy Supply

NAICS

Electric Power Transmission, Control, and Distribution (22112), 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), Green Tariff & Renewable Add-On Brokerage (RECs/GoOs Bundled Offers) (EUAGAEAJ)

Keywords

• Retail energy supply
• Green electricity tariffs
• Residential gas supply
• Digital energy provider
• Business energy solutions

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Electricity Supply (Strom): Recurring subscription revenue from electricity supply contracts to residential and business customers. All electricity tariffs are offered exclusively as certified green power (Ökostrom) since 2021. Revenue based on base price + consumption-based work price (Arbeitspreis) model.
2. Gas Supply (Gas): Recurring subscription revenue from natural gas supply contracts to residential and business customers. Tariffs include options with and without bonuses, price guarantees of 12-24 months.
3. Wunschprodukt (Wish Products): One-time revenue from wish products/sachprämien offered with certain tariffs. Products include PlayStation 5, Sky packages, Nintendo Switch 2, and SHARE NOW credits. Customers pay a co-payment (Zuzahlung) for these items.
4. Heat Pump Electricity (Wärmestrom): Specialized electricity tariff for heat pumps and night storage heaters, measured via single or double-tariff meters with differentiated day/night rates.
5. Neukundenbonus: Bonus payments to new customers after 12 months of service, credited against annual consumption invoice. Acts as customer acquisition incentive.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels11 records

Core offering

E WIE EINFACH supplies electricity and gas to residential and business customers across Germany through a digital-first platform. The portfolio includes multiple electricity tariffs (entry-level, premium, certified green power, flexible month-to-month, and heat-pump-specific) and gas tariffs (fixed and flexible), all sold via the company website, mobile app, and customer portal with automated provider switching. Since 2021, all electricity is offered exclusively as TÜV NORD-certified green power.

Product overview

E WIE EINFACH is a digital energy provider (Strom- und Gasanbieter) offering electricity and gas products for residential and business customers in Germany. The company operates as part of the E.ON Group and was founded in February 2007 in Cologne. Their product portfolio includes multiple tariff lines organized by customer segment and contract flexibility: EinfachBasic (no bonus), MeinSmartTarif (with wish products/incentives, 24 months), MeinÖkoTarif (eco-certified), and FlexTarif (monthly cancellation). For gas, they offer EinfachFix12 and FlexTarif options. Business customers are served through dedicated Gewerbestrom and Gewerbegas offerings. The company differentiates through digital services including a customer portal, mobile app with meter scanning capabilities, and loyalty partnerships with PAYBACK, Miles & More, and DeutschlandCard. Their E-Sports initiative represents a unique brand engagement through a League of Legends team in the PrimeLeague.

Differentiator

Problem solved

Functional benefit

Products and services

• EinfachBasic Strom Electricity tariff with 12-month contract term including price guarantee and no bonus offer; targeted at residential customers seeking a straightforward Ökostrom supply.
• MeinSmartTarif Strom Premium electricity tariff with 24-month contract term, 24-month price guarantee, and optional wish product (Wunschprodukt) incentive such as PlayStation 5, Nintendo Switch 2, or Sky package with co-payment.
• MeinÖkoTarif Strom Eco electricity tariff with 12-month contract term, price guarantee, and included welcome bonus; TÜV NORD certified green power for sustainability-focused residential customers.
• FlexTarif Strom Flexible electricity tariff with monthly cancellation option and 12-month price guarantee on procurement costs and grid fees; 100% certified green power for residential customers seeking flexibility.
• MeinWärmestromTarif Heat pump electricity tariff for customers with heat pumps and night storage heaters requiring separate meter measurement and temperature-based load profiles, with annual consumption under 100,000 kWh.
• EinfachFix12 Gas Gas tariff with 12-month contract term, price guarantee, and new customer bonus for residential customers seeking predictable gas supply pricing.
• MeinSmartTarif Gas Premium gas tariff with 24-month contract term, 24-month price guarantee, and optional wish product (Wunschprodukt) incentive for residential customers.
• FlexTarif Gas Flexible gas tariff with 1-month contract term, cancelable at any time, for residential customers wanting maximum flexibility.
• Gewerbestrom Electricity tariff designed for business customers with flexible contract terms from 1 to 24 months, up to 24-month price guarantees, and volume-based pricing.
• Gewerbegas Gas tariff designed for business customers with flexible contract terms and volume-based pricing.
• Wunschprodukt (Wish Product Program) Customer acquisition incentive program offering rewards such as 12-month Sky Entertainment Plus (with Netflix), PlayStation 5 Pro, Nintendo Switch 2, and SHARE NOW credits in exchange for a co-payment (Zuzahlung) with selected electricity or gas tariffs.
• Online-Kundenportal (Customer Portal) Web-based customer portal for managing energy contracts, viewing invoices, submitting meter readings, and adjusting installment payments, providing 24/7 digital self-service.
• E WIE EINFACH App Mobile application for iOS and Android that enables customers to manage contracts, scan meter readings via photo, adjust installment payments, and access customer service via chat and WhatsApp.
• Freund:innen werben (Referral Program) Customer referral program offering a €70 bonus per successful referral, allowing existing customers to recommend E WIE EINFACH to friends using a referral code.
• Umzugsservice (Moving Service) Service allowing customers to transfer their energy contract to a new address when relocating, ensuring continuity of supply.
• Zählerlotto (Meter Lottery) Lottery-style promotional game where customers can win 1,000 euros of free energy by submitting meter readings.
• Balkonkraftwerke mit Tepto Discounted balcony solar power systems (Balkonkraftwerke) from partner Tepto, offered to E WIE EINFACH customers to enable small-scale photovoltaic self-generation.

Quantifiable outcome

• 100% green electricity supply to all customers since 2021
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

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

• E.ON GroupflagshipOthersE WIE EINFACH is a subsidiary (Teil) of the E.ON Group, one of Europe's largest energy providers. As part of E.ON, the company benefits from group resources, shared compliance systems, and the use of E.ON's whistleblowing infrastructure.
• TeptominorGTM or Marketing PartnerPartnership offering discounts on balcony solar power systems (Balkonkraftwerke) from Tepto to E WIE EINFACH customers.
• SkycoreGTM or Marketing PartnerSky entertainment packages (Sky Entertainment Plus with Netflix) offered as Wunschprodukt (wish product) incentive with select energy tariffs. 12-month subscriptions included with contracts.
• NetflixminorGTM or Marketing PartnerNetflix Standard with ads included in Sky Entertainment Plus package offered as wish product. Existing Netflix accounts can be transferred via Sky account linking.
• SHARE NOWminorGTM or Marketing PartnerCar sharing credit vouchers offered as alternative wish product incentives with energy contracts.
• PAYBACKcoreGTM or Marketing PartnerPAYBACK loyalty points offered to customers who sign up through the PAYBACK platform. Limited-time promotions offering bonus points (e.g., 2,500 energy points) for new contracts.
• Miles & MoreminorGTM or Marketing PartnerFrequent flyer miles offered as loyalty incentive for customers signing up through Miles & More partner link.
• DeutschlandCardminorGTM or Marketing PartnerDeutschlandCard points offered as loyalty reward for new energy contracts. Points credited after supply start.
• TÜV NORDcoreOthersTÜV NORD certifies E WIE EINFACH's green power (Ökostrom) as 100% from renewable energy sources with no radioactive waste. Annual audit of green power claims.
• Trusted ShopscoreOthersTrusted Shops certified online shop with buyer protection and customer review system. E WIE EINFACH has maintained 'Excellent' rating for 10 consecutive years.
• Hansenlogistic (Baack+Hansen GbR)minorImplementation/ SI/ Consulting PartnerLogistics partner handling shipment and returns of wish products (Wunschprodukte) to customers. Located at Borsteler Chaussee 85-99a, 22453 Hamburg.
• PrimeLeaguecoreGTM or Marketing PartnerE WIE EINFACH is the only German energy provider with its own League of Legends team in PrimeLeague (first division). Partnership provides brand visibility among digital-native gaming audience.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Others

• Check24 Vergleichsportal: Germany's largest price-comparison platform for energy, insurance, and financial products. Key acquisition channel for E WIE EINFACH and primary distribution surface where it competes for visibility against Yello, Lichtblick, and other suppliers.

Emerging players

• Tibber: Norwegian digital energy retailer active in Germany offering app-controlled smart electricity contracts with dynamic, hourly pricing and green power. Comparable digital-native challenger with smart-home integration focus.
• Ostrom: Berlin-based digital energy startup offering simple, transparent green electricity tariffs to German households via a mobile-first platform. Comparable digital-first, sustainability-led value proposition targeting younger consumers.
• Rabot Energy: German green energy startup offering dynamic, hourly-priced 100% green electricity tariffs via a mobile app. Comparable digital-only, sustainability-led challenger in the same German residential market.

Direct peers

• Octopus Energy Germany: UK-headquartered digital-native energy retailer expanding aggressively in Germany, offering smart tariffs, app-based service, and 100% green power. Most aggressive digital challenger competing directly for E WIE EINFACH's digitally-engaged residential segment.
• Yello (EnBW): Digital-first energy retailer owned by EnBW, offering electricity and gas to German households with online tariff calculators, app-based service, and green power options. Closest direct competitor to E WIE EINFACH in the German digital-only utility space.
• Lichtblick: German green energy pioneer supplying 100% renewable electricity and gas to residential and business customers, with digital customer portal and flexible tariffs. Comparable digital-first, sustainability-led positioning targeting German households.
• Grünwelt Energie: German online-focused energy retailer offering gas and green electricity tariffs to residential customers via digital channels and comparison platforms. Direct competitor in the online-first green energy retail segment.

Broad incumbents

• E.ON Energie Deutschland: Parent company's main German retail energy brand serving millions of customers with full suite of electricity, gas, heat pumps, solar, and EV charging solutions. Overlapping offerings, broader portfolio, and structurally related via ownership.
• Vattenfall Wärme Berlin / Sales Germany: Large European utility with significant German retail energy operations offering electricity, gas, and increasingly green/heat pump products. Comparable broad incumbent competing for German residential and business energy customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/ewieeinfach
• Facebookfacebook.com/ewieeinfach
• Xx.com/e_wie_einfach
• LinkedInlinkedin.com/company/e-wie-einfach-strom-und-gas-gmbh

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

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 E Wie Einfach