Interview: Johanna Zechel, Chief Commercial Officer of Emulate Energy on the mission to build a smarter energy system

Since 2023, Emulate Energy has been targeting the German market. Joining the Swedish-German Cleantech Platform gave them a real boost by providing the right connections, local insights, and hands-on support to prepare for a successful launch. Today, Emulate is firmly established in the German market. With their latest investment round, in which Enpulse identified Emulate as holding a key to the future of the German energy system, they are moving faster than ever. We caught up with Johanna Zechel, Emulate’s Chief Commercial Officer — and recently named one of 2025’s most impactful female leaders — to hear how it all came together and what’s next.

You’ve just closed a successful investment round. How did you get here?
One of the key turning points was a matchmaking event organized by Ignite, where we first met representatives from EnBW (Energie Baden-Württemberg). The meeting was not initially about investment but focused on the potential for a pilot collaboration. Through the support of the Swedish-German Cleantech Platform and the German-Swedish Chamber of Commerce, we were also introduced to Enpulse, EnBW’s innovation and investment division. Throughout 2024, the team had several opportunities to engage with Enpulse, allowing us to build a strong relationship over time.

Additional touchpoints included meetings at E-world energy & water 2024, where Emulate also connected with its first German customer, as E-world marked the beginning of our partnership with Energy Market Solutions. Spring 2024 was packed with exposure, culminating in participation at the SET Tech Festival and an investor conference in Bilbao in May. These strategic appearances helped build momentum leading up to a successful Series A round, positioning Emulate strongly for further growth in the European energy market.

By the summer of 2024, the collaboration had evolved into a pilot project with EnBW, and Enpulse also later decided to come onboard as an investor.

Enpulse brings both strategic and operational value to our ongoing expansion in Germany. Beyond their investment, they are an active partner, supporting the team in navigating the German energy landscape, including networking and broader market dynamics. The continuous dialogue setup provides invaluable hands-on support.

Enpulse also opens doors to concrete opportunities, such as nominations to German accelerator programs, coaching, market introductions, and guidance on everything from salary levels to employment law. Their contribution spans both hard and soft value, with a clear focus on ensuring our long-term success in Germany.

What made your fast expansion possible?
Our company structure plays a key role. Emulate was built by researchers and “energy nerds” (😊), a team that combines technical depth with a commercially viable and environmentally responsible vision.

The company was founded on academic research focused on optimization and aggregation of distributed energy resources. This scientific foundation still defines our approach today. Our team brings together a strong mix of backgrounds, from researchers to former employees at major energy utilities, as well as specialists who have previously built solutions for the energy sector. What unites us is a deep interest in energy systems, paired with experience of the challenges faced by end users.

We have worked tirelessly to build a solution that is not only applicable to Swedish conditions but also adaptable to the needs of other markets. This process is ongoing as we explore new markets and make necessary adaptations. The idea of having a scalable and flexible solution was there from the beginning and has been a huge benefit for us in expanding. The German market is challenging due to its rigid structure and a lower “early adopter culture” compared to what we are used to as a Swedish company.

Operating fully remotely from the start, Emulate has embraced flexibility as a core strength. This distributed setup not only enables efficient logistics but also allows us to attract talent from a broader pool, independent of geography.

What’s next for Emulate in Germany?
The German market is currently our top priority, and the Emulate team is steadily establishing itself as a long-term player in the German energy landscape. As part of our expansion strategy, we are recruiting a dedicated team member to lead market entry and growth in Germany. Thanks to insights gained through the Swedish-German Cleantech Platform and hands-on experience, we have learned that long-term success in Germany requires a local presence. Someone who understands the language, the market structure, and has the right network.

Product development is increasingly driven by direct feedback from the German market, resulting in tailored configurations to meet specific needs. One important aspect is that smart meters are not yet widely deployed in Germany. In response, we prioritize solutions that do not rely on smart meter data.

Sales activities remain a strong focus and to further accelerate growth, we are currently participating in an accelerator program with a strong emphasis on business development within the energy and smart infrastructure sectors. This participation opens up numerous opportunities, focusing on networking, building lasting partnerships, and deepening our understanding of the German energy ecosystem.

Do you want to know more about Emulate Energy? Find the latest news here: Emulate Energy at linkedin.com

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