Electric Avenue

What Electric Avenue does

Electric Avenue Manufacturing Inc. is a Halifax, Canada-based private EV charging equipment manufacturer founded in 2021, operating as a rebranding of a prior renewables business. The company designs, manufactures, and distributes a unified EV charging portfolio spanning residential Level 2 (Watti Home Gen2 S, 48A / 11.5kW), commercial Level 2 (Watti Pro Lite S, Gen2 Slim, and Echo dual-port), and DC fast charging (Watti Direct Gen2 from 40kW to 480kW with Ultra systems scaling to 1.6MW). Its technology stack is built on open standards — OCPP 1.6/2.0.1 for charger-to-network interoperability, OpenADR 2.0b for utility demand response, ISO 15118 for Plug & Charge — combined with proprietary features including RemoteCore remote monitoring, CableGuard cut detection, ThermaGuard overtemperature protection, DirectConnect commissioning, No Network Payment Processing via HeyCharge, and a load management product line (Watch Home, Watch Mini, Watch Multi, Wattch CT Metering Kit) that addresses electrical panel capacity constraints in residential and multi-residential deployments.

Electric Avenue generates revenue through one-time hardware sales and a recurring software/subscription layer. Commercial L2 and DCFC stations require Enterprise Software subscriptions (Core/Plus tiers, $119-$649/station/year on 1/3/5-year terms); additional recurring revenue streams include 4G SIM/data plans, payment terminal subscriptions, Wattch Meter subscriptions, and the Electric Avenue mobile app for iOS/Android. The Contractor Incentive Program (Certified/Elite/Super Elite tiers with cash rebates funded through Canada's Clean Fuel Regulations) and the BlueVolt-powered Electric Avenue University certification drive installer adoption and downstream software attach.

The company operates exclusively through electrical wholesale distribution in Canada — 19+ stocking distributors including Wesco, Graybar, E.B. Horsman, Rexel, and Franklin Empire — and an independent sales agency network spanning all Canadian provinces and US states. Direct-to-consumer e-commerce supplements the channel for residential products. End customers span automotive (Honda, Ford, Chevrolet, Bentley), retail (Best Buy), hospitality (Holiday Inn, Novotel), government (City of Calgary, SaskPower, Hamilton Airport), education (UBC), media (CBC), rail (CP), and commercial real estate, with the parent entity employing 11-50 staff.

Name

Electric Avenue

Legal name

Electric Avenue Manufacturing Inc.

Website

https://goelectricave.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Electric Avenue is a Halifax-based EV charging equipment manufacturer (founded 2021) selling residential Level 2, commercial Level 2, and DC fast chargers (40kW-480kW) plus Enterprise Software, distributed exclusively through Canadian electrical wholesalers and a North American sales agency network serving contractors, businesses, and government customers.

Ownership category

akta.pro rank

Product category

Electric Vehicle Charging Equipment

NAICS

Electrical Equipment Manufacturing (33531)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

EV Charging Hardware Manufacturing (AC/DC Chargers/Dispensers) (IMACACAE)

akta.pro secondary industries

EV Charging Network Management & Software Services (CPMS, Monitoring, Billing) (TLAKAMAG), EV/Industrial Charging Power Electronics (Chargers, rectifiers, power stages) (IMAGADAF)

Keywords

• Electric vehicle charging
• EV charging hardware
• DC fast charging
• EV charging software
• Load management systems

Headquarters

HQ city

Halifax

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. EV Charging Hardware Sales: One-time sale of physical EV charging equipment including Level 2 residential chargers (Watti Home Gen2 S), commercial Level 2 stations (Watti Pro Lite S, Watti Pro Gen2 Slim, Watti Pro Echo), DC fast chargers (Watti Direct Gen2 in 40kW-480kW configurations), pedestals, cable management, adapters, RFID access cards, and accessories. Hardware is sold through electrical distributors and e-commerce storefront.
2. Enterprise Software Subscriptions: Subscription-based charge point operator software with tiered packages (Enterprise Basic free, Enterprise Core, Enterprise Plus) sold per station on annual, 3-year, or 5-year terms. Required for advanced features including billing, user management, analytics, revenue tracking, and remote monitoring on commercial and DCFC products.
3. 4G SIM and Data Plans: Recurring data plan subscriptions for 4G-enabled charger models, sold in 1-year, 3-year, and 5-year terms. Covers 4G charger data plans, 4G router data plans, and payment terminal data plans with varying data limits.
4. Payment Terminal Subscriptions: Subscription plans for internal and external payment terminal functionality, enabling contactless tap-and-pay, mobile wallet, and card payment processing on commercial chargers. Available in 1-year, 3-year, and 5-year terms.
5. Wattch Meter Subscriptions: Subscription plans for Wattch Meter data and metering functionality, enabling load management and energy monitoring features on commercial charging networks.
6. Installer Training and Certification: Level 2 PRO Installer Certification Program offered as one-hour virtual training session plus self-paced modules through Electric Avenue University (BlueVolt platform). Certification required for Contractor Incentive Program participation.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Electric Avenue designs, manufactures, and distributes a full range of Level 2 and DC fast EV charging hardware (Watti Home, Watti Pro, Watti Direct) along with a proprietary cloud-based Enterprise Software platform for charge point management, billing, and load balancing. The company sells its products exclusively through Canadian electrical wholesalers and a network of certified installers, with a direct e-commerce storefront for residential customers, supplemented by load management devices, payment terminals, surge protection, and data plan subscriptions.

Product overview

Electric Avenue is an EV charging solutions provider offering a unified portfolio of hardware and software products. The core product lines include the Watti Home (residential Level 2), Watti Pro (commercial Level 2 including Lite, Gen2 Slim, and Echo variants), and Watti Direct (DC fast charging from 40kW to 480kW). All chargers are powered by the Enterprise Software platform, a cloud-based charge point operator system providing monitoring, billing, and load management. Supporting products include the Electric Avenue mobile app, load management devices (Watch Home, Watch Mini, Watch Multi, Wattch), and accessories such as Watti Guard surge protection and payment terminals. The Watti Pro Lite S also features a No Network Payment variant powered by HeyCharge for Bluetooth-based payment processing in connectivity-limited environments.

Differentiator

Problem solved

Functional benefit

Brands

• Watti Home: Residential Level 2 EV chargers engineered for reliable, high-speed home charging, featuring adjustable amperage, smart app control, and indoor/outdoor-rated durability.
• Watti Pro
• Watti Direct

Products and services

• Watti Home Gen2 S A 48A Level 2 residential EV charger with adjustable output (6A-48A), supporting plug-in NEMA 14-50 or hardwired installation. Features RFID authentication, WiFi connectivity, OCPP 1.6 support, and operates from -40°C to 50°C with NEMA 4/IP65 rating. Compatible with all North American EVs via J1772 or NACS connectors, no subscription required.
• Watti Pro Lite S A commercial 48A Level 2 EV charging station with built-in PEN fault protection, CableGuard cut detection, ThermaGuard overtemperature protection, and RemoteCore remote monitoring technology. Available in Standard, 4G Hotspot, and No Network Payment Processing variants.
• Watti Pro Gen2 Slim

Quantifiable outcome

• Dynamic load management eliminates the need for costly electrical infrastructure upgrades when deploying multiple EV chargers
• +5 more outcomes

Named customers23 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature16 records

Partnerships

21 partnerships are on record, tiered core and minor.

• ACQ DistributioncoreChannel Partner/ Reseller/ DistributorCanadian independently owned electrical distributor serving the greater Montreal area for over two decades. Stocks Electric Avenue EV charging products and provides local expertise to contractors.
• Bartle & GibsoncoreChannel Partner/ Reseller/ DistributorWestern Canada's premier plumbing, heating, and electrical distributor with over 80 years of experience. Stocks Electric Avenue products for contractors in Western Canada.
• BJ Electric Supplies Ltd.coreChannel Partner/ Reseller/ DistributorLocally owned and operated electrical distributor based in Edmonton, Alberta since 1976. Provides electrical products and control systems for industrial, commercial, residential, and OEM applications.
• E.B. Horsman & SoncoreChannel Partner/ Reseller/ DistributorWestern Canada's largest independent, employee- and family-owned electrical supplier with over a century in the electrical supply business.
• Eddy GroupcoreChannel Partner/ Reseller/ DistributorFamily-owned wholesale distributor of plumbing, heating, electrical and building materials founded in 1895, serving the Maritime provinces across New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland.
• EECOL ElectriccoreChannel Partner/ Reseller/ DistributorLeading electrical product distributor serving Western Canada with end-to-end inventory and quality staff support for the electrical community.
• ElectromartminorChannel Partner/ Reseller/ DistributorFamily-owned and operated for more than 40 years, serving Hamilton, Guelph and surrounding areas with electrical products and expertise.
• EWELcoreChannel Partner/ Reseller/ DistributorAlberta-born electrical equipment supplier delivering top-tier brands, innovative solutions, and industry-leading service from house wire to high-voltage switchgear and multimillion-dollar job packages.
• Franklin Empire Inc.coreChannel Partner/ Reseller/ DistributorOver 75 years shaping the electrical distribution industry with over 20 branches covering territory across Ontario and Quebec from Windsor to Sept-Iles.
• FuturPlusminorChannel Partner/ Reseller/ DistributorIndependently owned electrical distributor focused on servicing electrical contractors specializing in the residential and commercial sectors in Ontario and Quebec.
• Gerrie ElectriccoreChannel Partner/ Reseller/ DistributorOne of Canada's largest independent electrical distributors built on a tradition of service since 1957, providing electrical, automation, and lighting solutions across Ontario.
• Graybar CanadacoreChannel Partner/ Reseller/ DistributorSubsidiary of Fortune 500 company Graybar Electric Inc., one of North America's largest electrical distributors. Headquartered in Halifax, Nova Scotia with over 30 branches across Canada.
• Ideal SupplycoreChannel Partner/ Reseller/ DistributorLeading Canadian electrical distributor supporting EV infrastructure projects across various applications, providing contractors with EV charging equipment, power distribution products, and dependable delivery across Ontario.
• JCM ÉlectriqueminorChannel Partner/ Reseller/ DistributorFamily run business specializing in electrical supplies located in Ste-Therese, Quebec, serving the commercial and industrial industries as well as municipal institutions.
• McLoughlan SuppliesminorChannel Partner/ Reseller/ DistributorIndustry-leading electrical, safety, and lighting products supplier since 1956, serving Atlantic Canada with 6 branches across Newfoundland, Prince Edward Island and Nova Scotia.
• Rexel AtlanticcoreChannel Partner/ Reseller/ DistributorSupports Canadian electricians with a wide selection of wholesale electrical supplies across 14 storefronts in Eastern Canada, providing local service and fast shipping nationwide for EV solutions and control equipment.
• Shortall ElectricminorChannel Partner/ Reseller/ DistributorEstablished in 1907, specializes in distribution of lighting, electrical material, and related products serving contractors and property managers from its centrally located Montreal hub.
• WescocoreChannel Partner/ Reseller/ DistributorLeading provider of electrical, industrial, and communications products, construction materials, and logistics services. Offers a comprehensive range of EV charging solutions ensuring reliable access to high-quality products and expertise.
• BlueVolt (Electric Avenue University)coreImplementation/ SI/ Consulting PartnerOnline training platform powering Electric Avenue's Level 2 PRO Installer Certification Program. Provides one-hour virtual training sessions and self-paced certification modules for licensed electricians and contractors.
• Open Charge Alliance (OCPP)coreTechnology or IntegrationElectric Avenue's software is built on the Open Charge Point Protocol (OCPP), an open-source communication standard enabling interoperability between EV charging stations and network software companies.
• SAE International (J1772 / J3400 NACS)coreTechnology or IntegrationElectric Avenue products support SAE J1772 and SAE J3400 (NACS) connector standards, ensuring universal compatibility with all North American EV brands.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights4 records

Customer concentration

• Facebookfacebook.com/goelectricave
• LinkedInlinkedin.com/company/electric-avenue-manufacturing-inc

Compliance22 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 Electric Avenue