What Elfag does

Elfag is Norway's first and largest electrical contractor chain, founded in 1995 and operated as a voluntary franchise/chain model with over 110 independent member companies serving customers nationwide. The chain is owned by Onninen AS, a subsidiary of the Finnish Kesko Group, which provides wholesale supply advantages including e-commerce rebates and exclusive product campaigns to members. Elfag claims 80% brand awareness among Norwegian consumers and is the main sponsor of the Norwegian Biathlon Federation (Norges Skiskytterforbund).

The chain delivers electrical installation, inspection, and maintenance services through its member network rather than via direct employment. Core service offerings include smart home installations (xComfort, Futurehome, StrømKontroll), EV charger installation (Easee), underfloor heating (Function Heat with 30-year warranty), home security systems, lighting solutions, solar panel installation, and electrical inspections (El-sjekk at ~3,000 NOK and El-kontroll at ~5,000-5,500 NOK). All member work is backed by a 5-year warranty and registered in Boligmappa, a digital property documentation service with 750,000+ users that complies with Norway's 2022 property sale documentation requirements. The chain integrates with multiple technology partners including Easee, Function Heat, xComfort, Prysmian, Boligmappa, and Lampehuset.

Elfag's go-to-market is hybrid: a 'Finn elektriker' (Find electrician) website tool drives direct customer-to-member leads, while a partnership with Huseierne (284,000-member homeowners association) channels qualified referrals with exclusive discounts (10% labor, 25% materials). Revenue mechanics for the chain entity derive from member fees, supplier rebates via Onninen, and shared marketing/services, while the actual service revenue accrues to the 110+ independent member companies. The chain serves both private homeowners (primary) and business/commercial customers (internal control, fire alarm, data centers, large projects), with most member companies holding Miljøfyrtårn (Environmental Lighthouse) certification.

Name

Elfag

Legal name

Elfag

Website

https://elfag.no

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Elfag is Norway's first and largest electrical contractor chain, operating a voluntary franchise model with 110+ independent member companies delivering electrical installation, inspection, smart home, EV charging, and heating services nationwide. Owned by Onninen AS (Kesko Group subsidiary), it serves private homeowners and commercial customers with 80% consumer brand awareness.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo area

HQ country

Norway

HQ region

Europe

Offices18 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Electrical installation services: Member companies charge for electrical installation, repair, and maintenance services to both private consumers and business customers. Revenue is generated through labor costs, materials, and project fees.
2. Electrical inspection services (El-sjekk and El-kontroll): Offered at fixed prices: El-sjekk (basic inspection) approximately 3,000 NOK, El-kontroll (comprehensive inspection) approximately 5,000-5,500 NOK. Huseierne members receive discounted rates.
3. Member fees and supplier rebates: Elfag is owned by Onninen AS (wholesale supplier). Member companies pay fees for brand usage, marketing support, and receive e-commerce rebates and access to exclusive Elfag campaigns with discounted products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Elfag is a voluntary chain of over 110 independent electrical contractor companies across Norway that delivers electrical installation, inspection, maintenance, and repair services under a shared brand. Core services span residential and commercial segments: smart home integration, electrical safety inspections (El-sjekk/El-kontroll), EV charger installation, underfloor heating, lighting, fuse box replacement, solar panel installation, security systems, and internal control for businesses. The chain is owned by Onninen AS and offers a 5-year warranty on all work and materials.

Product overview

Elfag is Norway's leading electrical contractor chain with over 110 member companies nationwide. Rather than a traditional product company, Elfag provides electrical installation and services through its network of certified electricians. The core offerings include smart home systems (Smarthus), electrical inspections (El-sjekk), EV charging stations, home security systems, lighting solutions, and heating solutions. Key product integrations include Function Heat floor heating cables (with 30-year warranty), Easee EV chargers, and Boligmappa documentation service. The company offers a 5-year warranty on all work and materials, and is owned by Onninen AS, established in 1995. Services span both residential and commercial sectors, including internal control, fire alarm systems, and solar panel installations.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Home (Smarthus) Smart home installation services allowing control of heating, lighting, security and alarms from mobile devices for Norwegian homeowners. Includes smart charging for EVs and energy monitoring via partner integrations.
• El-sjekk (Electrical Inspection) Visual inspection of residential electrical systems including fuse box, cables, outlets and switches with spot checks to detect major faults related to fire risk and electrical safety. Starting from kr 2,190 for Huseierne members.
• Elbil-lader (EV Charger Installation) Electric vehicle charging station installation for private homes and housing cooperatives across Norway. Includes smart charging solutions with app-based control for optimized charging schedules using Easee products.
• Sikre hjem (Home Security) Home security systems including alarm systems, video surveillance cameras, electronic door locks, smoke detectors, and water leak sensors. Can be connected to professional monitoring stations.
• Belysning (Lighting Solutions) Lighting solutions including indoor lighting, outdoor lighting with sensors, downlights, LED conversion, and decorative lighting. Includes collaboration with Lampehuset for lamp selection.
• Oppvarming (Heating Solutions) Heating solutions including floor heating with heat cables or heat foil, panel heaters, heat pumps, and terrace heaters. Includes Function Heat cable system with 30-year warranty and outdoor heating via Mill terrace heaters.
• Sikringsskap (Fuse Box Replacement) Fuse box replacement and upgrade services. Modern circuit breakers recommended over old fuse systems for faster and safer disconnection without replacement after trips.
• Internkontroll (Internal Control for Business) Internal control services for businesses covering electrical system compliance, fire alarm systems, emergency lighting, data center setup, and preventive maintenance plans.
• Solcelleanlegg (Solar Panel Systems) Solar panel installation for homes and businesses. Includes support for subsidy programs for commercial solar installations.

Quantifiable outcome

• 5-year warranty on all electrical work and materials
• +3 more outcomes

Named customers5 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

Integration6 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core, strategic and minor.

• Huseierne (Norwegian Homeowners Association)coreGTM or Marketing PartnerElfag partners with Huseierne (284,000 members) to offer exclusive discounts: 10% off labor rates and 25% off electrical materials (excluding heat pumps and EV chargers). Special pricing on el-sjekk inspections from 2,190 NOK. Partnership drives significant B2C customer referrals.
• Norges Skiskytterforbund (Norwegian Biathlon Federation)strategicGTM or Marketing PartnerElfag is main sponsor of Norwegian Biathlon Federation. Alignment of values around precision, teamwork, safety, and quality. Brand visibility through uniforms, podiums, and event presence. Focus on brand awareness and community engagement.
• LampehusetminorChannel Partner/ Reseller/ DistributorLampehuset is a lighting specialty retailer that partners with Elfag. Listed as one of Elfag's collaboration partners on the website. Provides lighting solutions complementing Elfag's electrical installation services.
• BoligmappacoreTechnology or IntegrationBoligmappa is a digital property documentation service. Elfag members register all electrical work in Boligmappa, creating a digital service record that follows the property through ownership changes. Essential for compliance with 2022 property sale regulations. Partnership is automatic for all member companies.
• Function HeatstrategicTechnology or IntegrationFunction Heat provides underfloor heating systems with industry-leading warranties: 30-year product warranty on cables, 7-year system warranty when combined with Microtemp thermostats. Elfag offers this as a complete heating solution with 'markedets mest omfattende garanti' (market's most comprehensive warranty).

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Caverion: Finnish-headquartered provider of technical building solutions, including electrical installations and lifecycle services across the Nordics. Comparable service overlap with Elfag members on commercial and institutional electrical projects.
• Assemblin: Nordic installation contractor with operations in Norway covering electrical, heating/sanitation, and ventilation. Competes with Elfag members on commercial and residential electrical work but is a unified operator rather than a member chain.
• Eaton: Global power-management manufacturer supplying electrical components, switchgear, and infrastructure products that Elfag members install. Comparable as the upstream incumbent in the electrical value chain Elfag operates in.
• Bravida: Largest Nordic installation and technical services contractor with significant electrical, HVAC, and building-systems operations across Norway. Comparable to Elfag as a competing electrical service brand but operates as a single integrated company rather than a chain of independents.
• Schneider Electric: Global specialist in energy management and automation with a broad portfolio of electrical installation products and software. Comparable as a major incumbent whose products (e.g., smart-home and electrical systems) flow through Elfag's member installations.

Others

• Nelfo: Norwegian trade association for electro and IT companies, representing independent electrical contractors and installers. Comparable as the industry body governing the same Norwegian contractor base that Elfag's 110 members operate in.
• Onninen: Nordic electrical and HVAC wholesale distributor, subsidiary of Kesko, and parent company of the Elfag chain. Directly relevant as the supply-chain backbone, exclusive product campaigns, and rebate provider that underpins Elfag member economics.
• Lampehuset: Norwegian lighting specialty retailer and Elfag collaboration partner for residential lighting installations. Relevant as a downstream channel partner in the same home-electrical ecosystem Elfag members serve.

Direct peers

• Comfort Union / Blinken Group: Leading Nordic electrical contractor chain operating a voluntary franchise model across Norway and Denmark with member electrical firms. Directly comparable to Elfag in chain structure, member economics, and residential/commercial electrical service offering.
• Mr. Electric: International franchise chain of independent electrical contractors (Neighborly brand) operating across the US, UK, and other markets. Highly comparable franchise/member-chain business model to Elfag, though geographically focused on North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/elfagnorge
• LinkedInlinkedin.com/company/elfag-onninen

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Elfag