The Electric Storage Company

What The Electric Storage Company does

Joulen (The Electric Storage Company) is a Belfast-headquartered energy optimization software company registered in Northern Ireland (Company Number NI643146). The company develops and commercializes PARIS (Predictive Analytical Renewables Integration System), an AI-powered platform comprising a Forecasting Engine that predicts energy needs, renewable generation, and market values every 15 minutes; a Decision Engine that simulates scenarios to identify the optimal pathway for maximizing ROI from battery storage and renewable assets; an asset control layer that executes on the optimal decision including committed energy market trades; and an Insights portal with a mobile app that visualizes savings and carbon impact. The platform serves three primary use-case segments — residential, commercial, and grid-scale battery storage — with multi-stacking capability for revenue diversification across multiple market opportunities in each segment.

Joulen generates revenue through two streams: a SaaS subscription for direct energy optimization services across residential, commercial, and grid-scale customers, and a white-label licensing model that lets energy suppliers and home energy management system providers offer PARIS-powered optimization under their own brand. The go-to-market blends direct service offerings with channel partnerships — notably HSEnergy for distributed solar flexibility aggregation, Pinergy as a reseller, and Heron Energy for commercial delivery — plus a broader ecosystem of academic, public-sector, and infrastructure partners including Queen's University Belfast, Invest Northern Ireland, Northern Ireland Electricity Networks, Belfast Harbour, and the Utility Regulator.

The company's current operating geography is concentrated in Northern Ireland, with named deployments spanning agricultural cooperatives (Dairy Gold), commercial buildings (SonneNext, Handiheat), housing associations (Choice Housing, Housing Executive), municipal smart local energy systems, and grid-scale battery storage sites (Campsie, Carrick, Springtown). Pricing is quote-based rather than publicly listed, and no revenue, headcount, funding, or founding date is disclosed in the available source material.

Name

The Electric Storage Company

Legal name

Joulen

Website

https://theelectricstoragecompany.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Joulen (The Electric Storage Company) provides an AI-powered energy optimization platform called PARIS that forecasts, decides, and controls residential, commercial, and grid-scale battery storage assets to maximize ROI for customers and white-label partners in Northern Ireland.

Ownership category

akta.pro rank

Product category

Energy Optimisation Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Electric Power Generation, Transmission and Distribution (2211), Electric Bulk Power Transmission and Control (221121)

SIC

Electric Services (4911)

akta.pro primary industry

Ancillary Services Aggregation & Bidding Optimization (DER/VPP participation) (EUAFALAJ)

akta.pro secondary industries

Energy Storage Asset Management (BESS/PCS/EMS) (EUAEAMAE), SCADA/Telemetry, Data Integration & Device Connectivity for Storage/DER Control (EUAFAKAI)

Keywords

• Energy optimisation software
• Battery storage optimisation
• Renewable energy management
• AI energy forecasting
• Flexibility market trading

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Energy Optimisation Services: Software-as-a-service model providing AI-driven energy optimisation for renewable energy systems, battery storage, and grid-scale operations. Revenue generated through platform fees for optimisation services enabling ROI maximisation on energy assets.
2. White Label Platform: PARIS platform white-labeled for energy suppliers and home energy management system providers to offer optimisation services under their own brand

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

The Electric Storage Company (operating as Joulen) provides AI-powered energy optimisation services for residential, commercial, and grid-scale battery storage and renewable energy systems through its proprietary PARIS (Predictive Analytical Renewables Integration System) platform. The platform forecasts energy needs, renewable generation, and market values every 15 minutes, simulates optimal scenarios, and directly controls battery storage assets to maximise ROI. Services are delivered directly to end customers and via white-label partnerships with energy suppliers and home energy management providers.

Product overview

Joulen offers a unified AI-powered energy optimisation platform called PARIS (Predictive Analytical Renewables Integration System) with three core service tiers (Residential, Commercial, and Grid Scale) plus a White Label option. The platform integrates forecasting, decision-making, and asset control capabilities to maximise ROI from renewable energy and battery storage systems. Services are available directly or through partnerships with energy suppliers and service providers.

Differentiator

Problem solved

Functional benefit

Brands

• PARIS: AI-powered Predictive Analytical Renewables Integration System - an energy optimisation platform that provides AI forecasting, optimal decision-making, asset control, and reporting for battery storage and renewable energy systems.

Products and services

• PARIS (Predictive Analytical Renewables Integration System) AI-powered energy optimisation platform that uses AI to forecast energy needs, renewable generation, and market values every 15 minutes, simulates scenarios via a Decision Engine, and controls battery storage and renewable assets to maximise ROI. Includes the PARIS Insights Portal and mobile app for reporting.
• Residential Energy Optimisation Service Service offering applying PARIS optimisation to residential properties to enable smart charging, Virtual Power Plants, forecasting, and trading, delivered either directly or via energy suppliers and home energy management system providers.
• Commercial Energy Optimisation Service Service offering applying PARIS to commercial buildings to reduce grid costs, generate new revenue through energy trading and flexibility market participation, and reduce carbon footprint on the path to net zero.
• Grid Scale Battery Storage Optimisation Service Service offering applying PARIS to grid-scale battery storage operations with enhanced predictability, multi-stacking capability for revenue diversification, and efficient energy market participation.
• White Label PARIS Platform White-label version of the PARIS platform allowing energy suppliers, home energy management system providers, and other service providers to deliver AI-powered energy optimisation services to their customers under their own brand.

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• HSEnergycoreStrategic or Co-development PartnerJoulen and HSEnergy partner to unlock value from distributed solar through scalable flexibility aggregation and energy market participation. This partnership enables distributed solar assets to participate in energy markets and provides flexibility aggregation services.
• Heron BrothersminorStrategic or Co-development PartnerConstruction and energy partner featured in Joulen's partner ecosystem.
• Invest Northern IrelandminorStrategic or Co-development PartnerNorthern Ireland government investment agency supporting business growth, featured as partner.
• Queen's University BelfastminorStrategic or Co-development PartnerAcademic partnership for research and development in energy technologies.
• Northern Ireland Electricity NetworksminorStrategic or Co-development PartnerElectricity network operator partnership for grid-scale energy solutions.
• Belfast HarbourminorStrategic or Co-development PartnerPort authority partnership for commercial energy optimisation projects.
• PinergyminorChannel Partner/ Reseller/ DistributorEnergy supplier partner distributing Joulen's optimisation services.
• Derry City 7 StarbaneminorStrategic or Co-development PartnerLocal authority energy partnership for renewable energy projects.
• Heron EnergyminorStrategic or Co-development PartnerEnergy company partnership for commercial energy solutions.
• Dairy GoldminorStrategic or Co-development PartnerAgricultural cooperative partnership for multi-site energy optimisation.
• Choice HousingminorStrategic or Co-development PartnerHousing association partnership for residential energy optimisation.
• Housing ExecutiveminorStrategic or Co-development PartnerNorthern Ireland housing executive partnership for residential energy projects.
• FSBminorGTM or Marketing PartnerFederation of Small Businesses partnership for SMB energy solutions.
• Utility RegulatorminorStrategic or Co-development PartnerRegulatory body partnership for energy market compliance and development.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• EnergyHub: DER management platform enabling utilities to orchestrate residential and small commercial assets including batteries, EVs and thermostats. Comparable to Joulen's residential/VPP white-label strategy.
• Stem Inc (ENGIE): AI-powered energy optimisation and storage asset management platform serving commercial and industrial customers and utilities. Closely mirrors Joulen's PARIS in combining forecasting, optimisation and asset control for BESS and DER.
• Voltus: Distributed energy resource aggregator that monetises customer flexibility in wholesale and ancillary markets. Directly comparable to Joulen's flexibility aggregation and market participation capabilities.
• GridBeyond: Ireland/UK-headquartered VPP and battery optimisation platform with multi-stacking of grid services. Highly comparable to Joulen's grid-scale offering and operates in the same all-island/UK flexibility market.
• Moixa Energy: UK-based provider of AI-driven optimisation for residential and commercial battery storage and EV charging. Directly comparable to Joulen's residential and grid-scale optimisation offering and competes for similar energy supplier and HEMS partnerships.
• Upside Energy: UK-based VPP aggregator monetising distributed storage and flexible loads in UK balancing and ancillary markets. Closely comparable to Joulen's flexibility aggregation and VPP use cases in a similar regulatory environment.

Broad incumbents

• Fluence Energy: Global grid-scale battery storage and optimisation provider offering Fluence Mosaic platform. A much larger incumbent offering overlapping BESS optimisation and trading capabilities.
• AutoGrid (Schneider Electric): AI-based DER optimisation platform, now part of Schneider Electric, serving utilities and energy retailers. Comparable forecasting and flexibility aggregation capabilities, with much larger parent distribution.
• Tesla Energy (Autobidder): Tesla's energy arm operates Autobidder, an AI platform for real-time trading and dispatch of Megapack and Powerwall assets. A broad incumbent competing in the same BESS optimisation category.

Emerging players

• Enode: API platform that connects and optimises residential energy devices (batteries, EV chargers, heat pumps) for utilities and energy suppliers. Comparable to Joulen's residential white-label approach but with a developer/API-first delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wearejoulen
• LinkedInlinkedin.com/company/power-on-technologies-ltd
• Instagraminstagram.com/wearejoulen

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 The Electric Storage Company