eMabler raises €5.5M Series A to scale API-first EV charging across Europe — S Group’s 50% market share proves the model

The European EV charging market has a fragmentation problem. Drivers download standalone apps for every network. Operators build proprietary systems that don’t talk to each other. And the software layer underneath it all — the part that determines whether charging is a seamless experience or a frustrating one — has been an afterthought.

eMabler, a Helsinki-based startup founded in 2019, has been quietly proving that the future of EV charging isn’t another app — it’s an invisible infrastructure layer that lets retailers, energy companies, and parking operators embed charging directly into the services they already offer. The company has closed a €5.5 million Series A to take that model from Nordic dominance to the rest of Europe.

The round was led by Greencode Ventures, a VC focused on the energy transition, with participation from Swiss Post Ventures, Rethink Ventures, and Helkama Kiinteistöt. The company also secured a €1 million Digitalisation and Innovation Loan from Finnvera (via the European Investment Fund and InvestEU) and a €1 million grant and loan combination via Business Finland’s Young Innovative Company programme — bringing total capital raised in this round to approximately €7.5 million.

The thesis: charging wins when it disappears

Most EV charging companies build consumer-facing apps and branded networks. eMabler took the opposite approach: build the software layer that lets other companies offer charging as a native part of their own digital experience. No separate app. No new account. Just charging, integrated into the places you already are — your supermarket app, your parking app, your fleet management dashboard.

The results in Finland prove the thesis at scale. Finland’s largest retailer, S Group, operates ABC Charging on eMabler’s platform. By integrating charging into its existing loyalty programme and mobile app, S Group has become Finland’s number one public charging operator — holding over 50% market share — while driving both in-store sales and electricity revenue from the same customer relationship.

That is the kind of outcome that standalone charging apps structurally cannot deliver.

How it works: API-first, hardware-agnostic, 300+ integrations

eMabler’s platform is built on an API-first architecture — meaning it is designed from the ground up to integrate with other systems rather than operate as a standalone product. The platform connects charging infrastructure with existing business systems through over 300 ready-made integrations, giving operators full control over their technology, data, and customer relationships.

The approach is hardware-agnostic: eMabler works with any charge point manufacturer, which eliminates vendor lock-in and allows operators to mix and match hardware as their network grows. Recent integrations with Adyen (payment processing) and Hubject (global roaming) extend the platform’s commercial capabilities further.

In practice, this means a parking operator like AimoPark or TimePark can bundle parking and charging into a single app experience — and the customer never knows eMabler exists. Similarly, EasyPark uses eMabler to offer combined parking and charging services across Europe through its own app. And Neste, the state-owned Finnish energy company, provides integrated charging to fleet customers through its own digital channels, eliminating third-party charging interfaces entirely.

Grid-aware charging: turning EVs into energy assets

The second strategic priority for this funding — alongside European expansion — is what eMabler calls grid-aware charging. As energy prices become increasingly volatile due to intermittent renewables and supply shocks, the ability to schedule when charging happens becomes valuable — not just for operators’ margins, but for the stability of the power grid itself.

eMabler’s platform can intelligently schedule charging based on day-ahead electricity pricing and real-time grid conditions. The result: operators offer charging at the lowest possible cost for drivers, improve their own margins, reduce customer churn, and create flexible energy demand that benefits the wider power system. EV charging, in this model, transforms from a cost centre into a flexible energy asset — a demand-side resource that grid operators can rely on.

This is the direction the entire sector is heading, and eMabler’s Nordic customers are already running it in production — not as a pilot, but as a commercial feature.

The founders: 20 years building the eMobility industry

Stenberg is not a first-time founder discovering eMobility. We first covered eMabler in June 2021, when Juha and co-founder Ville Parviainen raised a €630K seed from Sofokus Ventures and Nidoco AB — with early customers Destia and Movel in Norway.

Five years later, the company has gone from a two-person Helsinki startup to Finland’s dominant EV charging software provider, powering over a million sessions per month. Stenberg has been building in this space since the earliest days of EV infrastructure in Europe — through roles at Fortum, Ensto, and as an independent consultant.

He was working in the Finnish eMobility ecosystem when Virta — now one of Europe’s largest charging platforms with $108 million in total funding — was being founded. That context matters: Stenberg knows exactly who the competition is, because he was in the room when they started.

“The Nordic market has reached a level of maturity where standalone, vertical-specific charging propositions no longer make sense. End-users want charging built into the apps and services they already use. We’ve proven that when you make charging a native part of a brand’s core offering, you win the market. This round allows us to meet the surging demand for this integrated model to a much broader European market.”

— Juha Stenberg, CEO and Co-Founder, eMabler

The competitive landscape

The EV charging management software market is projected to grow from $4.3 billion in 2026 to $31.5 billion by 2035, at a CAGR of 24.8%. The sector is consolidating — GreenFlux and Driivz have been acquired by larger players — leaving room for independent, API-first platforms that avoid vendor lock-in.

eMabler’s most direct competitors are well-funded. Virta (Finland) has raised $108 million total and operates one of Europe’s largest open charging platforms. AMPECO (Bulgaria) raised a $26 million Series B in November 2024, bringing its total to $42.6 million. Both are strong companies — but both have built more vertically integrated products compared to eMabler’s pure API-first, white-label approach.

eMabler’s differentiation is clear: it does not compete with its customers. It does not build consumer-facing apps. It does not operate charging networks. It provides the infrastructure layer that lets other companies do all of those things under their own brand. In a market where customer ownership is the central competitive question, that positioning is genuinely distinct — and the S Group case study proves it works at national scale.

What the funding enables

The capital will fund two priorities: European expansion into Germany and the UK — the two largest EV markets in Western Europe — and continued investment in grid-aware charging software. The company has already established a Norwegian subsidiary and is actively hiring a Chief Revenue Officer, AI Lead, and senior platform engineers.

The expansion beyond the Nordics is the real test. eMabler has proven its model works in Finland, Norway, and across the Nordic parking ecosystem. The question now is whether the same API-first, white-label approach translates to markets with different regulatory frameworks, different energy pricing structures, and different competitive dynamics. The participation of Swiss Post Ventures — signalling interest from the logistics and fleet operator community — suggests at least one path into Central European commercial relationships is already open.

“The European EV charging market is accelerating, and the next decade will be won by the software layer underneath it. eMabler saw that early, made the architectural bet on openness, and has the Nordic customer base to prove it works.”

— Ines Bergmann-Nolting, Managing Partner, Greencode Ventures

For a sector where most coverage focuses on hardware — how many charge points, how fast, how many kilowatts — eMabler is a reminder that the real competitive advantage in EV charging may be invisible: the software layer that makes it all work seamlessly, under someone else’s brand.

The company that Everyday^ is building for home energy systems, eMabler has already built for public EV charging — and now it is taking it European.