Rebel Elhandel AB

What Rebel Elhandel AB does

Rebel Elhandel AB is a privately held Swedish electricity retailer (Aktiebolag) headquartered at Sveavägen 39, Stockholm, operating under the consumer-facing brands "Rebel" and "Ren enkel billig el" (Clean, simple, cheap electricity). The company sells 100% fossil-free electricity (solar, wind, nuclear, hydro) to residential customers across Sweden via a fully digital, self-serve onboarding flow with no binding periods or cancellation fees; a separate B2B offering (Företagsel) addresses Swedish businesses of all sizes through email-based custom pricing. Its product surface includes a default variable-rate contract (Rörligt elavtal), an optional hourly-rate contract (Timprisavtal), a consumer mobile app (iOS and Android) for consumption and hourly price monitoring, EV home charging box packages sold via a reseller partnership with elbilsvaruhuset.se, and a solar surplus purchase service that nets prosumers' excess generation against their monthly bills.

The business operates on a deliberately lean cost base: a small team relative to traditional utilities, no physical offices, no phone support, and no TV advertising, with cost savings explicitly passed to customers via a published price guarantee. Revenue is generated primarily through subscription-style monthly billing on electricity supply (spot-price-linked energy component plus a low monthly fee scaled to annual consumption), with secondary revenue from EV charging hardware sales and a usage-based solar surplus settlement. Customer acquisition and retention are driven through digital channels — website, mobile app, email, and customer testimonials — with Rebel handling all supplier-switch paperwork including grid operator coordination. The technology stack is a digital retail platform with integration to Swedish grid operators for hourly metering, digital invoicing (e-invoice, Swish, autogiro), and customer self-service via web and mobile.

Name

Rebel Elhandel AB

Legal name

Rebel Elhandel AB

Website

https://renenkelbilligel.se

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Rebel Elhandel AB is a privately held Swedish digital electricity retailer selling 100% fossil-free electricity contracts to residential and business customers across Sweden via a self-serve online platform, supported by a mobile app for consumption and price monitoring.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Electricity Supply (Residential & Business): Monthly subscription revenue based on annual consumption. Electricity price is based on spot market price plus costs for power procurement, origin guarantees, fees to Svenska Kraftnät, electricity certificates, and area adjustment. Customers pay in arrears monthly.
2. Charging Boxes (EV chargers): Sale of electric vehicle charging stations with installation. Single car package from 11,275 SEK, double car package from 20,665 SEK. Includes installation, green technology subsidy handling, and load balancing.
3. Solar Panel Overshoot Purchase: Purchases excess electricity from customers with solar panels at spot price minus transaction costs. Production is offset against consumption on the monthly bill.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Rebel Elhandel AB is a Swedish digital electricity retailer supplying 100% fossil-free electricity (solar, wind, nuclear, hydro) to residential and business customers under variable-rate (Rörligt avtal) and optional hourly-rate (Timprisavtal) contracts with no binding periods or cancellation fees. The service is paired with a mobile app for consumption and hourly price monitoring, EV charging box packages, and a solar panel surplus buyback program.

Product overview

Rebel Elhandel AB operates as a digital electricity retailer in Sweden offering a single, unified electricity supply product. The core offering is a variable-rate fossil-free electricity contract (Rörligt elavtal) with an optional hourly-rate pricing tier (Timprisavtal), sold directly to consumers and businesses. The company pairs its electricity supply with a mobile app for consumption and price monitoring, and an EV charging box program (Laddboxar) for electric vehicle owners offered through a partner. Solar panel customers can also sell surplus production back to Rebel. There is no multi-module platform — all services orbit the core electricity supply contract.

Differentiator

Problem solved

Functional benefit

Products and services

• Rörligt elavtal (Standard Variable-Rate Electricity Contract)

Quantifiable outcome

• Price guarantee - if cheaper elsewhere, customer receives the difference back
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• elbilsvaruhuset.secoreChannel Partner/ Reseller/ DistributorPartnership for selling and installing EV charging boxes. elbilsvaruhuset.se handles product selection, ordering, electrician contact, installation, and green technology subsidy administration. Rebel branding appears on the packages. Two packages offered: single car (from 11,275 SEK) and double car (from 20,665 SEK).

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Mälarenergi: Mälarenergi is a regional Swedish energy company selling electricity to households and businesses around the Mälardalen region. It competes with Rebel in overlapping Swedish geographies on variable-price contracts.
• Skellefteå Kraft: Skellefteå Kraft is a municipally-owned Swedish utility selling electricity to households and businesses. It is comparable as a domestic Swedish supplier competing for the same residential and SME customers.
• Bixia: Bixia is a Swedish regional electricity supplier serving households and businesses, primarily outside the largest metros. It competes with Rebel on price and renewable-energy positioning in overlapping Swedish geographies.

Emerging players

• Eliq: Eliq is a Gothenburg-based energy data platform providing consumption analytics to utilities and consumers. It is comparable to Rebel as an enabling technology layer in the digital electricity retail stack, though it does not directly sell electricity.
• Greenely: Greenely is a Swedish energy-app/data startup that helps households track consumption and has moved into electricity supply via partnerships. It overlaps with Rebel on the consumption-insight app experience and the residential target customer.

Others

• Elbilsvaruhuset.se: Elbilsvaruhuset.se is Rebel's channel partner for EV charging box packages, handling sales, installation, and Green Technology subsidy administration. It is adjacent rather than competitive, but directly relevant to Rebel's EV charging revenue stream.

Direct peers

• Tibber: Tibber is a Norwegian-founded digital-first electricity retailer operating across the Nordics, including Sweden. It sells variable/hourly-priced electricity contracts via a mobile app, directly mirroring Rebel's product, pricing model, and self-serve GTM.

Broad incumbents

• Vattenfall: Vattenfall is Sweden's largest state-owned utility, supplying electricity nationwide to households and businesses. Rebel explicitly positions against 'big energy companies' like Vattenfall on price, scale, and digital experience.
• E.ON Sverige: E.ON Sverige is one of the largest retail electricity suppliers in Sweden, serving both households and businesses. It competes directly with Rebel in the variable-price residential segment but with a much larger workforce and broader portfolio.
• Fortum Sverige: Fortum is a major Nordic utility with a sizeable Swedish retail electricity business. Like Vattenfall and E.ON, it is one of the established incumbents Rebel targets on price and digital simplicity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rebel-elhandel-ab

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 Rebel Elhandel AB