Plugsurfing has been around for quite a while. If you had to tell its origin story in one minute—what problem was it really built to solve?
Plugsurfing was founded in 2012, when public charging infrastructure was still fragmented and mostly AC-based. The core idea was simple: drivers should be able to access multiple charging networks through a single app. At the time, that kind of aggregation was not common.
Over the years, the focus shifted. By the time I joined in 2020, the company had already moved beyond pure B2C and was increasingly serving automotive OEMs. Carmakers needed a ready-made charging solution to support EV adoption, and Plugsurfing provided exactly that by aggregating large numbers of charge points into one platform.
This led to the development of white-label apps, allowing OEMs to offer their own branded charging services. In parallel, Fortum, which had acquired Plugsurfing in 2018, was building its own e-mobility offering, including charging infrastructure and software. The two platforms were eventually merged, creating a unified tech stack serving both charge point operators (CPOs) and demand-side customers.
After the acquisition by Corpay in 2022, we reassessed our strategy. We realised we were spread too thin across both supply and demand. Since then, we’ve focused on the demand side— including OEMs and fleet solution providers—while maintaining our B2C app as a way to stay close to end users and continuously improve the charging experience.
So the B2C app is also a testing ground for new features?
It’s not just a lab—we still have many active users—but it does allow us to experiment. For example, we’ve tested features like chargeback incentives, where users receive credits for future charging. These insights help us refine offerings before rolling them out to B2B customers.
Would you say the B2C app serves as a blueprint for your white-label solutions?
To a large extent, yes. It’s essentially the same core app, though B2B versions include additional features tailored to specific customers, such as fleet solution providers.
Can you explain the difference between white-label apps and API solutions?
White-label apps enable customers to launch a charging service quickly—often within weeks. APIs, on the other hand, allow deeper integration into existing digital ecosystems, such as an OEM’s app or even infotainment systems within EVs.
For example, Renault’s Mobilize integrates our charging services via API into its own app, which allows them to combine charging with other offerings.
If I’m an OEM, would I typically start with a white-label app and later move to APIs?
Exactly. That’s a common journey. Today, however, most of our new business is API-based, as customers increasingly want seamless integration into their own platforms.
How important is Open Charge Point Interface (OCPI) in this context?
Very important. OCPI has become the leading standard for roaming. We now offer access to the Plugsurfing network via OCPI, which makes it easier for existing players to connect and benefit from our managed roaming services.
You used to rely heavily on roaming hubs like Hubject. Has that changed?
To a larger extent than today, yes. While we still work with Hubject and three other roaming hubs, over 90% of our charging sessions now run through direct connections with CPOs. This gives us more control, lower latency, and better economics.
For large CPOs, direct connections are typically preferred. For smaller ones, hubs can still make sense. And it’s worth remembering that OCPI didn’t exist yet when Plugsurfing was founded. Thus, partnerships with roaming hubs were more important back then, but we also had our own API called OIOI that was used for direct connections.
Do these direct connections also enable special pricing, for example, in OEM apps like Polestar’s?
They can, but they’re not strictly required. In general, we represent a large volume of users across different customer segments, which helps us negotiate competitive pricing. At the same time, OEMs with strong brands may negotiate additional deals directly.
Can OEMs customise their charging network—for example, by excluding certain CPOs?
Yes. Customers can now tailor their networks based on criteria like price, coverage, or quality. That flexibility is increasingly important, as different customers have different priorities.
How does integration into the car’s infotainment system work?
We provide data such as charger locations and availability as part of our charging service. We expose this via our API solution based on the specific setup of the OEM (proprietary or third party infotainment OS), but we also offer the WL apps on Apple CarPlay as well.
What are your strategic priorities for the coming years?
A major focus is B2B2C and B2B2B models. For example, OEMs like Polestar and Renault are B2B customers for us but serve end consumers. Similarly, fuel card providers like Travelcard in the Netherlands or Allstar in the UK integrate our services into their offerings, that’s B2B2B.
Fuel card companies are particularly strong partners. They can easily extend their existing products with EV charging, while we handle the complexity of managing a large, pan-European network.
Managed roaming is a key area here. Handling contracts, invoices, and validation across hundreds of CPOs is complex but essential in a high-volume, low-margin business. Our scale allows us to do this efficiently.We also increasingly use machine learning to support these processes—for example, to classify and reconcile invoices from charge point operators more efficiently.
We’re also working on expanding subscription models—for example, enabling discounted charging across multiple CPOs, not just one. This is relevant for both private users and fleets.
How has the acquisition by Corpay influenced your strategy?
Corpay’s background in fuel cards has been very relevant. Like them, we operate a network without owning physical assets. That model—aggregating and managing access to infrastructure—is central to our success.
To wrap up: What is Plugsurfing’s core service today?
At its core, we provide the underlying infrastructure—the “plumbing” of EV charging. We connect networks, manage complexity, and ensure everything runs smoothly. Our customers then build their own branded offerings on top of that foundation.
Mr Henriksson, thank you for the interview.
Ref: https://www.electrive.com/2026/05/14/we-are-working-on-subscription-models-across-multiple-cpos-wilhelm-henriksson-plugsurfing/
