How to unlock residential heat pump flexibility - a take from Future of Utilities

Last week, Kapacity.io's Managing Director Jaakko Rauhala took the stage at Future of Utilities in Amsterdam to talk about a massive, overlooked opportunity in the energy market.

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Last week, Kapacity.io's Managing Director Jaakko Rauhala took the stage at Future of Utilities in Amsterdam to talk about a massive, overlooked opportunity in the energy market.

Every heat pump in Europe should be part of a smart grid.

Heat pumps are transforming residential heating, cooling, and hot water production. With over 45 million heat pumps expected in Europe by 2030, they offer 24/7 flexibility - strategic advantage for retailers who want to stay ahead.However, without enrollments, there’s zero flexibility. With EnergyHub, we’ve built a solution that helps retailers unlock the full potential of heat pumps and position themselves as market leaders in this fast-growing space.

Lessons learned from over 15 years and 1.6M devices

As the demand response market evolves, retailers have a unique opportunity to lead—but success depends on more than just great technology. Here are three key lessons we've learned about making flexibility programs work at scale.

1️⃣ Make Flexibility Programs Easy to Understand & Join

Customers won’t participate if they don’t understand how it works or what they gain. Simplicity is key—clear communication, seamless onboarding, and minimal friction help drive engagement.

2️⃣ Provide Clear Incentives

Without strong incentives, participation will stay low. Whether it’s lower energy bills, sustainability benefits, or exclusive perks, retailers must offer real value to customers who join flexibility programs.

3️⃣ Device Partnerships Are Critical to Scaling

A software platform alone won’t guarantee success. Strong collaboration with device manufacturers is essential. We support over 16 leading heat pump brands in Europe, and manufacturers love working with us because we help them stay ahead of the competition with future-proof technology.

4️⃣ Beyond software: A holistic approach is needed

Winning in this market isn’t just about having the best software—it’s about smart go-to-market planning, strong marketing, and continuous improvement of customer accounts.

Retailers who take this holistic approach will be best positioned to lead the flexibility market in the coming years.

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Want to learn more? message Jaakko Rauhala to explore the heat pump flexibility market!