We have spent years designing the right technological platform which can power this dream of commoditized BTM orchestration. Open source was a strategy choice from the beginning. The result is our technology FlexMeasures, which we donated to the LF Energy foundation.
Donating to a foundation brought two things: visibility for everyone interested in working with open tools like FlexMeasures, as well as a strong governance model.

Then, we’ve worked hard to prove what FlexMeasures can do – from asset modeling to forecasting and scheduling the best actions (yes, FlexMeasures includes algorithms under a permissive open source license). We ran vehicle-to-grid (V2G) projects, smart heating pilots, small VPPs, and we keep innovating. And we keep documenting, in API references, step-by-step tutorials and in talks at open source conferences.

It is important to show intent.

Now, the topic of open source is new to the energy sector, but other sectors have shown it is inevitable (for example ML, databases). The energy sector being so large but under-developed in terms of open source software is a giant opportunity.

Our customers will trust us due to transparency and the lack of vendor lock-in. This is a powerful sales-accelerator.

We are committing to extra efforts here, but with a purpose. Of course, one part of the purpose is to gift a potential for acceleration of innovation in the energy transition. But also for business reasons, we are building an eco-system of startups using FlexMeasures. It is tough work to inject momentum into this young community, but our current investment will pay off big – it will create a run-away innovation trajectory through win-win co-creation, which will be difficult to follow for actors with a closed-IP strategy.

Is everything we do open source? No, that would also slow us down too much. For instance, simulations (see phase 2) add a lot of custom things like scenarios. But we are fully committed to FlexMeasures staying open-source, and we continue to release new features.

FlexMeasures is a technology. We believe the topic of BTM orchestration and the complexity of the energy transition required us to pursue an architecture-first approach, similar to what is required in deep tech fields.

But what matters to customers is products. While many things can be built with FlexMeasures, we are building our own hosted services and are evaluating them with customers in Europe (and now even Australia!).

In effect, Seita is transitioning from a project-based company to a product-based company, and make that the basis of our commercial health.

Our product vision is BTM-orchestration-as-a-service. Fully API-based, with self-service and enterprise-level features.

Here are the two products:

Simulations: In the design phase of projects, the question is often what to invest in ― how many solar panels, EV chargers, battery kWhs etc. What is possible in BTM orchestration when imagining various scenarios, including different capacity contracts with DSOs and dynamic tariffs? What would be the monetary outcomes, or even CO2 outcomes, in each possible scenario?
Seita’s Simulations help you build these cases and calculate full-year outcomes, as realistically as technologically possible (including forecasting and re-scheduling multiple times per day). Our partners (energy advisors and ESCos) input site specifications and any data they have, and our EMS crunches the numbers. We deliver KPIs and interactive graphics to answer each What-If question. As a result, the OPEX of any investment is demonstrable.
It is a complex target on several dimensions to get this product right, competing with custom Excel sheets and incumbents like PVSol. Throughout 2025, we are evaluating with early customers. Big items on the roadmap: self-service and full API integration. We charge a monthly base fee plus per-project fees.

Cloud EMS: This is the real-time, data-driven & API-based forecasting & scheduling service which FlexMeasures was built for. It can take over right after a simulation has indicated the best scenario to invest in & install. The Cloud EMS needs to integrate real-time data from multiple sources (meters, weather forecasts, markets etc). As we don’t focus on only specific energy sectors (like e-mobility), we have to support modeling a range of assets and constraints. This is why learning from projects across several years and the academic background of the founders matter.
We call this product Cloud EMS, to separate it from on-site EMS solutions, which usually consist of a gateway which takes care of direct asset control & protection and simple if/else logic. Our Cloud EMS enhances on-site EMS solutions, but can also be integrated with building management systems or similar existing controls. The API design and onboarding support will be crucial. We also offer enterprise tooling such as white labelling, status pages and audit logs.
For the Cloud EMS, we can partner with installation companies, gateway makers and of course ESCos in general, who run modern energy projects. We will ask a monthly fee based on the amount and size of assets optimized.

The enterprise promise

Together, Simulation and Cloud EMS can bridge the life cycle of a modern energy project, from design to operation, and fulfil all BTM orchestration needs.
The big task in this phase for us is to figure out how to make such a complex offering as straightforward to use as possible for ESCos. We need to research and invest in the payoff from different angles: Great UI, robust API endpoints and enterprise features.

1. Who among the segment of advisors and ESCos is ready to automate and scale?
2. Which channel partners (for on-site EMS or market integrations) are the best fit for us?
3. And with them at the table, how can we make our two products really convenient to onboard and use?

These two questions need to gradually take over the majority of our work, as we currently work almost exclusively on a list of more intelligent EMS features we get asked to implement. That list will never end, certainly not with the continuous innovation in the energy world. However, we are now working towards a healthy innovation mix between core product and UX/enterprise features.

Many of these UX/enterprise features take us away from the energy optimization core we started with, into the realm of software engineering. For instance, we need to solve a range of data onboarding problems, and we are busy with enterprise features like authorization to work on client accounts, status pages and audit logs!

That said, with FlexMeasures’ extensibility (through plugins), Seita and her partners can always model additional product ideas or service dimensions (maybe that will be an ongoing opportunity for premium services).

Working on products is mostly about features. Even usability and onboarding, having little to do with our energy experience, are features aimed at general population in our target segment.

But what trumps features, in the long run, is distribution.

What should be our strategy to grow rapidly in synch with the global energy transition? As I wrote earlier, we are not a one-stop-shop, where you get all hardware, sensors, BTM orchestration and all market integrations. No, we deliver only BTM orchestration, and we make that fit with the offerings of other partners. This works for the not-small piece of the world-wide energy market where a one-stop-shop is not the right fit.

So in this phase, the focus will be on making it surprisingly easy to configure BTM assets, data and goals in order to get started with intelligent energy management.

The effort should get down from hours to minutes!

The result will be that BTM orchestration can be applied anywhere at scale ― by us but also by anybody! We will establish innovation partnerships around the world and truly amplify the win-win effects. Our own business will grow, and as makers of FlexMeasures we will

What will be the key to reach our goals in this phase?

• It will be partly AI/ML – we can achieve cold-start settings by learning from limited amount of data and guessing goals.
• A bigger part will probably be achieved by less sexy measures like site recipes, UI wizards and brand partnerships. Of course, modern wizards are now made by LLM AI, which will be very important.
• The most crucial of all might be to implement open protocols like S2 or OpenADR, which could be supported by many flexible energy assets and their OEMs, so the pool of assets that work out of the box will be large. Work on this actually has begun (on S2, and for OpenADR there is an interesting LF Energy project). This part also fits with our DNA of open innovation and co-creation.

Why don’t we aggressively focus on this earlier? It is a natural progression, where we use our resources for the next most valuable challenge at hand. Larger actors (e.g. larger incumbent installers or OEMs) need the proof we are currently building with products and smaller partnerships. They certainly also need enterprise features. A final puzzle piece they will find convincing is the community around our open source tech & support of open protocols.