Dutch Startup Creates Uber-Style Marketplace for Home Battery Shopping
Netherlands, Tuesday, 13 January 2026.
Hupsago eliminates the confusion plaguing Dutch homeowners seeking residential energy storage by introducing transparent pricing and certified installer matching. The Amsterdam-based platform has already generated €126,003.77 in revenue without advertising spend since launch, demonstrating strong market demand for simplified sustainable energy solutions.
Addressing Market Confusion Through Technology
The Dutch home battery market has matured significantly, yet consumer experience remains fragmented and confusing [3]. Hupsago’s founders identified a critical gap where consumers wanting to invest in sustainable energy solutions often become overwhelmed by technical specifications, brand comparisons, and sales-oriented advice processes [3]. The platform’s core innovation lies in its HupScan technology, which transforms complex battery selection decisions into transparent, data-driven recommendations [1]. This approach directly addresses the quotation process that has traditionally dominated the industry, replacing lengthy sales cycles with immediate cost clarity and installation pathways [1].
Founding Team and Strategic Vision
Hupsago emerged from the collaborative efforts of three industry veterans who recognized the need for marketplace-style transparency in sustainable energy installations [1]. Founder Bas Urlings leads the initiative alongside Bram Klaassen, who brings over 15 years of industry experience, and Chief Technology Officer Tim Stribos [1]. The Amsterdam-based startup, founded in 2025, operates with a team of 2-10 employees and has positioned itself as the ‘Uber for sustainable installations’ [2]. Urlings emphasizes that consumers desire selection processes based on their specific needs with immediate cost transparency, rather than traditional sales-oriented approaches [1].
Three-Pillar Solution Framework
Hupsago’s platform addresses three fundamental market problems through systematic solutions designed to streamline the customer journey [3]. The first pillar eliminates quotation complexities by providing fixed, transparent total pricing instead of unclear ‘starting from’ amounts that make meaningful comparisons difficult [3]. The second component tackles choice stress through independent, brand-neutral advice combined with intelligent matching algorithms that quickly identify optimal battery solutions for specific household situations [3]. The third pillar ensures quality assurance and consumer protection by working exclusively with certified installers, maintaining quality standards through review systems, and providing clear installation and warranty processes [3].
Market Performance and Growth Strategy
Since launching, Hupsago has demonstrated strong market validation by generating €126,003.77 in revenue without any advertising expenditure [2]. The company has adopted a lean startup methodology for business development, completing its initial sprint phase to prepare a market-ready platform version [3]. Hupsago is implementing a phased launch strategy, closely monitoring initial installations to optimize operational processes before scaling further [1]. The startup plans to share additional details about platform functionality and installer partnership opportunities in the near future, targeting both consumers seeking home batteries and installers looking for direct order generation rather than traditional lead-based systems [3].