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"Passion for new horizons empowers us to rise above the ordinary and embrace the extraordinary." - J.M. Barrie
Here, I primarily share my thoughts on future energy, leadership, software and technologies, business strategies, international corporate careers, and some life philosophies.
I also share many personal stories that have changed my perspective on the world. While I do not intend these stories to serve as advice or guidance, I have learned a lot from others by applying my personal filter to determine what is worth absorbing and what is not. I hope you do the same.
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Brazil energy liberalization: lessons from Europe for a resilient transition
Brazil energy liberalization is at an inflection point as the free market opens to all users. Brazil energy liberalization can leverage Europe’s playbook to build a balanced, tech-enabled ecosystem.
Marcellus Louroza
Nov 122 min read
Brazil free electricity market: ACL opening creates a once-in-a-generation window
Brazil free electricity market moves from bill to reality with MP 1.304/2025. Brazil free electricity market expansion enables supplier choice for 89M users with Supplier of Last Resort safeguards.
Marcellus Louroza
Oct 313 min read
Brazil Energy Market: Top Strategies for Success in Renewable Energy Transition" — why Europe should care now?
Brazil is on the verge of an energy revolution, with over 88 million consumers and rapid market changes. This is a unique opportunity for early movers to shape the future of a dynamic sector, echoing Europe's past liberalization.
Marcellus Louroza
Oct 13 min read
Electricity Market Liberalization: Austria’s Playbook for Brazil
Brazil is opening its power sector. Austria did it in 2001 and built a consumer-first, competitive model. This guide extracts the most actionable lessons—process, regulation, technology, and market design—to accelerate Brazil’s transition.
Marcellus Louroza
Aug 243 min read
Smart Meter Adoption: From Devices to Data-Driven Energy Markets
Brazil’s market opening will coincide with mass smart meter adoption. This convergence can unlock dynamic pricing, automated HEMS, flexibility services, and a new data economy for retailers and tech players.
Marcellus Louroza
Aug 213 min read
HEMS in Brazil: The Digital Brain of a Liberalized Energy Market
Market opening plus smart meters and booming rooftop PV will make HEMS in Brazil the control center of the future household—automating savings, enabling P2P trading, and unlocking flexibility services for retailers and grids.
Marcellus Louroza
Aug 173 min read
Brazil Electricity Liberalization Market Size: The $200B Opportunity Explained
Investors ask the same thing about Brazil’s power reform—what’s the real market size? This breakdown quantifies DG, storage, EMS, VPP, and retail trading to frame a $200B decade-long opportunity.
Marcellus Louroza
Aug 103 min read
Real-Time Energy: Nordic Playbook for Brazil’s Consumer Engagement
Norway and Sweden proved that retail power can be app-first and data-driven. Brazil’s high smartphone adoption and upcoming market opening make real-time energy the fastest path to loyalty, savings, and flexibility.
Marcellus Louroza
Aug 72 min read
SEB liberalization: Brazil’s next trillion-reais opening for energy services and prosumers
Brazil is entering a new market-opening cycle. SEB liberalization can surpass the 1990s telecom surge by unlocking investment, competition, and advanced energy services for 89 million electricity customers, with distributed solar and storage at the core.
Marcellus Louroza
Aug 53 min read
SEB liberalization: why Brazil’s power-market opening dwarfs past booms
Brazil’s power market is opening at the same time GDP expands 3–4% annually, creating a once-in-a-generation window for storage, EMS, grid digitalization, and retail innovation. Early movers in SEB liberalization can lock in standards, customer relationships, and long-term contracts.
Marcellus Louroza
Aug 33 min read
SEB liberalization in Brazil: from 89M consumers to a multi-million prosumer economy
Brazil’s broad market opening is accelerating a prosumer wave unlike Europe’s slow roll. With PV additions growing 60% year-on-year and millions set to generate, store, and trade power, SEB liberalization is the most dynamic energy shift of the decade.
Marcellus Louroza
Jul 312 min read
BES liberalization in Brazil: why Europe should act before the rules harden
Brazil’s power sector is opening at scale. With 88M consumers, 39% of demand already in the free market, and PL 414 poised to expand access, BES liberalization is a rare entry window for EU retailers, EMS providers, storage firms, and VPP aggregators.
Marcellus Louroza
Jul 290 min read
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