Sweden Becomes Eesti Energia’s Latest Retail Market

Eesti Energia, which has been providing gas and electricity to the Baltic states and Poland, as well as supplying electricity to Finland, will also now sell electricity to Swedish households and businesses. Services will be provided under the brand name Enefit.

The company’s plan is to deliver digital solutions via a simple and flexible contract so that target clients (companies and families) can streamline their electricity usage. According to Hando Sutter, chairman of the Eesti Energia management board, Swedes are some of the busiest people in Europe and do not have time to search when it comes to switching utility providers. In addition, there is high interest from in Sweden for service providers offering new and innovative services.

“In Estonia, nearly all official services are digital,” says Mr Sutter. “We vote online and even have virtual e-residency for all foreigners who want to do business in Estonia. We were also one of the first countries in the world to digitise the reading of electricity – as such, we strongly believe in the ability of digitalisation to simplify everyday life.”

Jonas Lindelöf, who has been working in the energy sector since completing his studies, will be at the helm of Enefit Sweden. Enefit’s offer in Sweden is concentrated on digital solutions, such as a user-friendly digital sales process and a mobile application.

“Keeping the specifics of the Swedish market in mind we have developed electricity packages that fit families who on average tend to consume more electricity. We believe that by focusing on the interests of this target group, we can take a strong position in Sweden,” says Mr Lindelöf.

In Estonia, Eesti Energia’s customers are already accustomed to dealing with their electricity digitally, claims Mr Sutter.

“By using our app, Estonians have been able to reduce their electricity costs by 15 per cent on average. Now we wish to offer these efficient solutions in Sweden as well,” adds Mr Sutter, adding that in both countries (Estonia and Sweden) there is an increasing trend towards mobile applications.

Trading in Sweden has long been part of Eesti Energia’s strategic goal, which includes transitioning from a local electricity seller to an energy seller and service provider covering the entire Baltic Sea region.