Energy Markets Assistant

What Energy Markets Assistant does

Energy Markets Assistant (ТОВ «ЕНЕРДЖІ МАРКЕТС АССІСТАНТ ПЛЮС» / ТОВ «ЕМА ПЛЮС») is a privately held Ukrainian energy supplier founded in 2023 and headquartered in Kyiv. The company supplies electricity and natural gas to non-household consumers — including commercial enterprises, industrial operators, municipal utilities, and institutional customers — across more than 20 regions of Ukraine, excluding temporarily occupied territories. Operations are conducted under two licenses issued by the National Energy and Utilities Regulatory Commission (NKREKP): an electricity supply license (Resolution 1983) and a natural gas supply license (Resolution 2214).

The product portfolio is structured as eight tariff plans differentiated by pricing mechanism, payment terms, and bundled services: CRISTAL, BASIC, FINANCIAL, DUAL FUEL, DRIVE, and RIALTO for electricity; STANDART and STORAGE for natural gas. Differentiated offerings include deferred payment terms (up to 3 months under FINANCIAL), bundled dual-fuel discounts (DUAL FUEL), bundled EV charging stations for commercial properties (DRIVE), and underground gas storage with multi-year fixed pricing (STORAGE). A web-based self-service portal (my.emaplus.com.ua) handles tariff transparency, billing, and electronic document management; the company references reliance on the industry-standard Automated Commercial Electricity Accounting (ASCOE) system but does not claim proprietary technology.

The business model is sales-led B2B with personal account managers assigned to each client, fully digital onboarding (up to 21 days, no site visits), and usage-based pricing combined with subscription-style recurring contracts. Pricing is individually negotiated rather than publicly listed, with regulated tariff components (RDN market price, supplier margin, transmission/distribution charges) and optional loyalty discounts of up to 1.7% per kWh for advance payment. The company has scaled to 3,000+ non-household customers and cumulative volumes of 2.3 billion+ kWh of electricity and 17 million+ m³ of natural gas, and holds representative positions on the Ukrainian Energy Exchange (UEB) Board of Sections and within the Energy Club industry association. Revenue is not publicly disclosed, the company has no disclosed parent, institutional investors, or M&A activity, and its 13-employee team operates with no AI/ML capabilities referenced.

Name

Energy Markets Assistant

Legal name

Товариство з обмеженою відповідальністю «ЕНЕРДЖІ МАРКЕТС АССІСТАНТ ПЛЮС» (ТОВ «ЕМА ПЛЮС»)

Website

https://ema.org.ua

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Energy Markets Assistant (EMA) is a Ukrainian licensed electricity and natural gas supplier serving 3,000+ commercial, industrial, and municipal non-household customers across 20+ regions via eight differentiated tariff plans and a digital customer portal.

Ownership category

akta.pro rank

Product category

Commercial Energy Supply

NAICS

Electric Power Generation, Transmission and Distribution (2211)

SIC

Electric Services (4911), Gas & Other Services Combined (4932)

akta.pro industry

PRIMARYEUAGABAI

Retail Supply + DER/Virtual Power Plant Bundles (Solar, Storage, DR)

Energy, Utilities & Environment/Energy Trading, Marketing & Retail Supply/Retail Energy Supply (Residential & SMB)

SECONDARYEUAAADAH

Customer Care, Billing & CRM for Gas Retail (CX, Retention, Collections)

Energy, Utilities & Environment/Bioenergy, Natural Gas & Biomass/Natural Gas Utilities & Retail Supply (Marketing & Sales)

SECONDARYEUAJAHAK

Customer Self-Service Portals & Digital Experience (Web/Mobile)

Energy, Utilities & Environment/Gas Utilities (Distribution)/Customer Service, Billing & CIS/CRM

SECONDARYEUAGAKAA

Real-Time Balancing Energy Trading (Imbalance/RT Markets)

Energy, Utilities & Environment/Energy Trading, Marketing & Retail Supply/Balancing, Scheduling & Ancillary Services Trading

Keywords

• Commercial electricity supply
• Natural gas supply
• Dual-fuel energy services
• B2B energy supplier
• Business energy contracts

Headquarters

HQ city

Kyiv

HQ country

Ukraine

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Electricity supply to non-household consumers: EMA supplies electricity to commercial and industrial consumers across Ukraine under multiple tariff plans (CRISTAL, BASIC, FINANCIAL, DUAL FUEL, DRIVE, RIALTO). Revenue is generated through a combination of regulated tariffs (comprising RDN market price, supplier margin, and transmission/distribution charges) plus additional service fees. Contracts are typically month-to-month or annual, with options for advance or deferred payment.
2. Natural gas supply to non-household consumers: EMA supplies natural gas to business consumers across Ukraine under tariff plans (STANDART, DUAL FUEL, STORAGE). Pricing is market-based and individually negotiated per contract. The STORAGE plan allows pre-purchasing and storing gas in underground storage facilities (PSG) at a fixed price for the storage period.
3. Electric vehicle charging stations (DRIVE plan): Under the DRIVE tariff plan, EMA provides free electric vehicle charging stations to qualifying commercial customers as part of a bundled electricity supply contract, generating recurring revenue from electricity consumption.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Energy Markets Assistant supplies electricity and natural gas to non-household (commercial, industrial, municipal, institutional) consumers across Ukraine under a portfolio of tariff plans differentiated by pricing mechanism, payment terms, and value-added services (e.g., deferred payment, loyalty discounts, EV charging, gas storage). Customers onboard through a fully digital process with assigned personal account managers and manage their accounts via a web-based portal.

Product overview

Energy Markets Assistant (ТОВ «ЕМА ПЛЮС») is an energy supplier offering electricity and natural gas supply services to non-household consumers across Ukraine. The product portfolio includes electricity tariff plans (CRISTAL, Basic, Financial, Dual Fuel, Drive, Rialto) and natural gas tariff plans (Standart, Dual Fuel, Storage), complemented by a personal online account portal. The tariffs differentiate by pricing mechanisms (fixed vs. market-indexed), payment terms, and additional services such as loyalty programs, balance coverage, and free EV charging stations. The company operates nationwide except for temporarily occupied territories.

Differentiator

Problem solved

Functional benefit

Brands

• CRISTAL: Tariff plan for controlling electricity costs with transparent pricing components accessible 24/7. Consumption up to 50,000 kWh/month, minimum 3-month contract.
• BASIC
• FINANCIAL
• DRIVE
• RIALTO
• DUAL FUEL
• STANDART (Natural Gas)
• STORAGE

Products and services

• CRISTAL Electricity Tariff Plan Transparent real-time electricity tariff plan for small commercial consumers (up to 50,000 kWh/month), with average-weighted day-ahead market (RDN) pricing, full transparency of RDN price + supplier margin + transmission tariff, savings up to 1.7% per kWh for advance payment, 24/7 online access to tariff components, and a minimum 3-month contract.
• BASIC Electricity Tariff Plan Competitive base electricity pricing for small to mid-size businesses, with transparent supplier margin for competitive analysis, a loyalty program, savings up to 1.7% per kWh for advance payment, and the option to pay the distribution tariff through EMA.
• FINANCIAL Electricity Tariff Plan Electricity tariff plan for small and mid-size businesses that defers payment up to 3 months from the start of electricity supply, freeing working capital; combines with CRISTAL or BASIC pricing structure.
• DUAL FUEL Bundled Electricity and Natural Gas Plan Combined electricity and natural gas supply from a single supplier with cross-commodity discounts on gas when choosing CRISTAL or BASIC electricity, distribution tariff payable through the supplier, and imbalance coverage included with no imbalance penalties.
• DRIVE Electricity Plan with Free EV Charging Station Electricity supply combined with a free EV charging station (installation and maintenance included) installed on the customer's premises; available to businesses choosing CRISTAL or BASIC with minimum 1-year contract, advance payment, and at least 10 kWh of free electrical capacity, with no imbalance penalties.
• RIALTO Custom-Priced Electricity Plan for Large Enterprises Tailored electricity supply for large enterprises based on individual procurement optimized to customer needs, with monthly price negotiation and locking for base consumption, full imbalance coverage, and long-term cooperation model designed for significant cost optimization.
• STANDART Natural Gas Tariff Plan Natural gas supply with a fixed monthly price protecting businesses of any scale from daily market fluctuations; individually negotiated price per contract, flexible payment schedules (advance, deferred, bi-monthly), payment deferral option, and no imbalance penalties.
• STORAGE Natural Gas Procurement with Underground Storage Natural gas procurement tailored to customer needs with volumes stored in underground gas storage facilities (UGSF/PSG) and a price fixed for the entire storage period, enabling long-term budget planning and protection against seasonal price swings.
• Personal Account Online Customer Portal Self-service online portal at my.emaplus.com.ua providing existing customers 24/7 access to electricity consumption data, tariff component transparency, billing information, and electronic document management.

Quantifiable outcome

• 2.3 billion+ kWh of electricity sold to non-household consumers
• +4 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Ukrainian Energy Exchange (ТОВ «УЕБ»)coreStrategic or Co-development PartnerEMA is a representative of the Board of Sections of ТОВ «УЕБ» (Ukrainian Energy Exchange), the licensed energy exchange operator in Ukraine. This position on the Board of Sections provides EMA with industry influence, regulatory engagement, and access to exchange trading mechanisms (Day-Ahead Market and Intraday Market) that underpin its electricity and gas procurement strategy.
• Energy ClubcoreStrategic or Co-development PartnerEMA is an active member of the Energy Club, a Ukrainian energy industry association that facilitates professional networking, policy advocacy, and market intelligence sharing among energy market participants. Membership provides access to market developments, regulatory updates, and peer relationships across the Ukrainian energy sector.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ENGIE: ENGIE is a global energy utility providing electricity, gas, and energy services to residential, commercial, and industrial customers across Europe and internationally. Comparable as a diversified retail energy supplier with bundled energy services and decarbonization offerings, though operating at far greater scale and across multiple geographies.
• E.ON: E.ON is a major European energy retailer supplying electricity, gas, and distributed energy solutions to millions of customers. Comparable to EMA as a multi-commodity retail supplier with C&I focus, though E.ON operates across many regulated European markets at significantly larger scale.
• EDF: EDF is a French state-owned integrated energy company with large retail electricity and gas supply operations across Europe. Comparable to EMA as a multi-commodity retail supplier with C&I tariffs, EV charging initiatives, and energy-efficiency services for business customers.
• DTEK: DTEK is Ukraine's largest private energy conglomerate, with operations spanning generation, distribution, and retail supply of electricity. While much larger and vertically integrated, its retail supply arm competes directly with EMA for Ukrainian C&I electricity customers and sets the market reference price.
• Shell Energy: Shell Energy is the global retail electricity, gas, and B2B energy supply arm of Shell plc, serving commercial and industrial customers across multiple geographies. Comparable to EMA in its B2B retail energy supply focus and commodity-spread economics, though at vastly greater scale and with proprietary supply.
• NAK Naftogaz of Ukraine: Naftogaz is Ukraine's state-owned national oil and gas company, with activities in gas production, transit, storage, and retail supply. Although its retail gas arm operates at much larger scale, Naftogaz competes with EMA in Ukrainian commercial gas supply and influences gas market pricing.

Direct peers

• Octopus Energy: Octopus Energy is a UK-based tech-forward retail electricity and gas supplier known for digital customer experience, transparent pricing, and EV-focused tariffs (Octopus Electric Vehicles). Closely comparable to EMA's digital portal, transparent tariff structure, and DRIVE EV-charging bundle strategy.
• ERU Group: ERU Group is a Ukrainian energy trading and supply company active in natural gas and electricity wholesale and retail markets. Comparable to EMA in its B2B supply focus, participation on the Ukrainian Energy Exchange, and emphasis on tailored customer pricing and risk-management products.
• Yasno: Yasno is one of the largest Ukrainian electricity and gas retailers, supplying residential and C&I customers nationwide following DTEK's retail restructuring. Directly comparable to EMA as a licensed Ukrainian retail energy supplier with multi-product tariff plans and nationwide coverage competing for the same non-household customer base.
• Smart Energy: Smart Energy (part of Smart Holding) is a Ukrainian gas producer and supplier active in commercial gas supply and gas storage. Comparable to EMA's gas supply business, particularly the STORAGE plan that leverages underground gas storage for fixed-price long-term supply.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ema-ukraine

Compliance2 records

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 Energy Markets Assistant