Redefining Germany’s Energy Market
Image rights and photographer: PLAN-B NET ZERO
On 29 July, greentech company PLAN-B NET ZERO AG announced a new milestone: its German subsidiary, PLAN-B NET ZERO Energy GmbH, is steadily moving towards annual recurring revenues (ARR) of €120 million. For a company founded only two years ago, the trajectory is striking — and it signals a shift in how renewable energy companies are positioning themselves in Europe’s largest energy market.
At the centre of this acceleration is founder and CEO Bradley Mundt, who describes his role as equal parts visionary and hands-on operator. “My main responsibility is steering the company’s vision, making sure that our idea of profitable energy autonomy through renewables becomes reality,” he explains. “On a daily basis, I’m working with our team and partners to drive innovation, expand our reach, and ensure our growth stays on track.”
In a conversation with Move the Needle, Mundt shared how PLAN-B has reached this point so quickly, the strategy that underpins its integration across the energy value chain, and why the company sees itself not simply as a green power supplier but as the orchestrator of a new digital-first energy ecosystem.
A mission built on three pillars
When asked about his original mission, Mundt does not hesitate. “From the very beginning, our mission has been clear: combining sustainability, energy autonomy and being profitable. That’s what differentiates PLAN-B.”
That insistence on aligning environmental goals with economic performance is at the heart of PLAN-B’s growth. In an industry where many players lean heavily on subsidies or long-term government support, the company has deliberately built its model around commercial viability.
The results speak for themselves. “In just two years, we’ve achieved some incredible milestones,” Mundt notes. “We generated more than €25 million in revenue in our first year and in 2025 we are on the way to 120 million € annual recurring revenue. We also built a community of more than 4,000 motivated sales partners and became a licensed electricity provider and photovoltaic project developer in Germany. Looking ahead, we’re on track for an IPO in the near future.”
For a start-up in the energy sector, scaling from €25 million to a projected €120 million ARR in such a short period is highly unusual. It signals that PLAN-B has tapped into a demand not just for renewable energy, but for a more integrated approach to energy management.
Building reach across households and businesses
The company’s footprint today stretches far beyond its core market. “Our core market is Germany but we are already stretching to other EU countries as well as the USA,” Mundt says. “On the consumer side, we supply renewable energy to tens of thousands of households. On the business side, we work with companies investing in green infrastructure, installing photovoltaic systems, deploying battery storage, and integrating them into our digital ecosystem.”
This dual approach — households on the one hand, enterprises on the other — allows PLAN-B to build scale rapidly while balancing consumer loyalty with corporate contracts. The digital ecosystem that connects both sides is what makes the model distinctive.
Integration as a competitive edge
Mundt is quick to emphasise that PLAN-B is not just another electricity supplier. Its competitive edge, he says, comes from integrating the entire renewable energy value chain.
“A great example is our work with battery storage systems,” he explains. “We manage everything, from planning and financing and operation, and then connect the storage units into our broader digital platform. Because we control the full chain, we can use data and AI to optimise charging cycles and reduce costs. Customers see real savings, and we unlock efficiencies competitors can’t easily replicate. That’s the power of integration.”
By managing not just generation and delivery but also the storage and digital orchestration of energy flows, PLAN-B positions itself as a systems player. This is especially important in Germany, where renewables are rising sharply but grid integration remains a bottleneck.
Differentiators that resonate with customers
For consumers, the differentiation goes beyond technology. Mundt breaks it down into four elements.
“I’d say there are four. First, our technology and AI tools that make energy smarter, cheaper, and more predictable. Second, our partner ecosystem, where we often take majority stakes and build deep, trust-based relationships. Third, our community loyalty programme, which actually allows customers to share in PLAN-B’s success. And finally, our brand, which already enjoys strong recognition and trust in Germany. Together, these factors make PLAN-B much more than a traditional energy provider.”
This combination of digital tools, partner networks, loyalty rewards and brand equity creates a flywheel effect. Customers benefit not only from lower costs but from being part of a community that is invested — literally and figuratively — in PLAN-B’s success.
Growth drivers today and tomorrow
Asked about the company’s current growth engines, Mundt draws a clear distinction between short-term revenue streams and long-term bets. “While battery storage is clearly a driver for the future, currently it is still energy delivery to customers, both in B2B and B2C segments.”
Energy delivery — supplying households and businesses — underpins today’s ARR trajectory. But the company is positioning itself for the next phase, where storage, digital optimisation, and cross-border integration will unlock new layers of value.
Looking to the future: the neobank for energy
The company’s ambitions extend far beyond Germany, and far beyond electricity. When asked what comes next, Mundt’s answer spans AI, retail, and financial services.
“All of those things,” he says. “We’re continuously expanding our portfolio of AI tools—for example, predictive analytics that make energy usage more efficient. We’re opening new retail and partner channels to bring renewables to more households and businesses. And strategically, we’re working toward deeper integration into Europe’s energy grid.
“The long-term vision is for PLAN-B to be more than just an energy company, we want to be the platform that orchestrates the entire renewable ecosystem. Think of it like a neobank for energy: licensing our AI technology, monetising CO2 reductions, integrating EVs as mobile storage, and even offering financial services. That’s the future we’re building.”
This metaphor — a neobank for energy — captures PLAN-B’s ambition to go beyond the transactional supply of electricity. Just as digital banks reimagined financial services with data, AI and customer-centric platforms, PLAN-B seeks to rewire the energy sector with integration, intelligence and loyalty at its core.
The bigger picture
The German energy market is in flux. The government’s Energiewende policies have pushed renewable penetration to new heights, but challenges remain: integrating variable generation, financing storage, and aligning business models with consumer expectations.
PLAN-B’s trajectory suggests a template for addressing those challenges. By embedding profitability into sustainability, combining consumer and corporate offerings, and controlling the full stack of generation, storage and optimisation, the company is building not just a business but a platform.
If it can deliver on its IPO ambitions and expand into new markets while retaining customer trust, PLAN-B NET ZERO may well become one of the companies that defines Europe’s green energy transition.