For European SMEs, energy is the elephant in the room. Skyrocketing prices have threatened the viability of industrial players across Germany and beyond, with some seeing up to a third of their operating costs consumed by energy alone. The need to cut costs has never been more urgent.
And yet, while regulators ramp up pressure for cleaner operations, energy procurement remains a black box for most businesses. Between volatile spot prices, inaccessible PPAs, and legacy contracts, SMEs are stuck either overpaying or under-equipped.
That’s where trawa comes in.
trawa was founded with a bold mission: to simplify and decarbonize energy for the real economy. By building the energy supply stack tailored for Europe’s mid-market, trawa is empowering businesses to take control of their energy use. Their software platform seamlessly integrates direct access to renewable energy markets, AI-powered energy management, and automated demand-side flexibility, delivering immediate, tangible results, including energy cost reductions of up to 30%.
At Headline, we’ve long believed in both the urgency of the energy transition and the need to rethink the infrastructure that supports it. trawa exemplifies this future: trawa doesn’t just enable businesses to lower costs, but it helps accelerate Europe’s leadership in the global shift toward sustainable energy. We’re proud to lead trawa’s €24M Series A, alongside existing investors Balderton, Speedinvest, AENU, and Magnetic.
A Single Platform for Supply, Management & Flexibility
trawa is not just another utility or analytics tool. Their end-to-end platform starts by supplying clean electricity from solar and wind parks, bundled via PPAs typically inaccessible to SMEs. From there, customers are onboarded onto an easy-to-use Energy Management System, which provides real-time insights and forecasts into consumption and cost. From there, clients can monetize their load flexibility on power markets, further optimizing usage and cost. trawa’s solution offers a full-stack solution to businesses covering all energy related processes in one single platform. This layering, moving from commodity to software to savings, is exactly the kind of wedge we love.
A Market Ripe for Disruption
The opportunity is massive. Europe is home to over 600,000 industrial and commercial SMEs, many of which lack the scale, time, or expertise to navigate an increasingly complex and dynamic energy landscape. A significant share of these businesses operate in the industrial sector, often as the backbone of the European OEMs.
Roughly 13% of Europe's total energy demand is consumed by SMEs which accounts for 4.910 PJ. Rising energy costs have significantly impacted profitability, with two-thirds of European SMEs reporting negative effects. In response, 61% of SMEs have either implemented or are considering smart energy measures such as peak load management. In addition to cost pressures, regulatory demands are increasing. For example, the EU’s Energy Efficiency Directive aims to reduce overall energy consumption by at least 32.5% by 2030. European SMEs will play a critical role in achieving this goal.
With persistent price pressure and sweeping regulations taking hold, these SMEs are actively looking for partners that combine cost efficiency with credible sustainability strategies. trawa’s ability to offer tailored, tech-enabled procurement and optimization puts them in a prime position to become the go-to platform for this entire segment.
And this is just the beginning. As businesses look beyond basic savings toward deeper integration of renewable assets (think battery storage, EV charging, and green gas), trawa has the technical foundation and customer trust to scale into these adjacent opportunities.
Timing, Team, & Tailwinds
Energy markets are shifting fast, and SMEs are feeling the pressure not only from their regulators but also from their balance sheets. Software-native teams like trawa’s are perfectly positioned to fill the gap. trawa is led by a deeply complementary founding team: David, formerly at Bain & Company and wefox, brings strategy and customer obsession; Robert, ex-BCG and Getir, adds operational firepower; and Max, previously at BCG Gamma, drives the AI core of the product. When we met the co-founders David, Robert, and Max, we were impressed by what they had built in such a short time, signing leading industrial SMEs across Germany and becoming their exclusive energy procurement partner.
It wasn’t just their drive and vision to build Europe’s leading B2B energy platform that got us excited, but their knowledge of the energy market mechanics and their understanding of their customer needs and pain points. The broader trawa team brings deep technical and operational know-how, and a shared conviction: that every business deserves control over its energy future.
We believe trawa will become a foundational player in Europe’s re-industrialization, a critical enabler for SMEs to remain competitive amid soaring energy costs and green mandates. By making energy procurement smarter, cheaper, and cleaner, trawa is laying the groundwork for a more resilient industrial base. As Europe and the U.S. seek energy independence and low-carbon growth, solutions like trawa’s are the missing infrastructure that can turn policy ambition into business reality.
We believe trawa is building a category-defining business at the intersection of energy, software, and sustainability, and we’re thrilled to get to support them on this journey. One kilowatt-hour at a time!