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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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Distribution grid flexibility: the hard problem we must solve
Diagram of a neighborhood feeder showing EVs, heat pumps, rooftop PV, and batteries coordinated by HEMS to relieve local congestion and stabilize voltage.
Marcellus Louroza
Feb 41 min read
Peak demand reduction: HEMS turns the most expensive kWh into savings
Peak demand reduction is a coordination problem, not just a generation problem. HEMS automates EV charging, heating, and storage to shave and shift critical hours—fast and at low cost.
Marcellus Louroza
Jan 282 min read
HEMS models: aligning solution design with utility strategy
HEMS models have split into three clear paths—software-centric, integrated ecosystems, and domain-specific—so utilities can match solution design to market reality and goals.
Marcellus Louroza
Jan 192 min read
Energy Transition, Not an App Update: Lessons from Real Transitions
Energy transition is not an instant upgrade; energy transition is a long, iterative shift marked by trade-offs, learning and system constraints.
Marcellus Louroza
Dec 3, 20252 min read
HEMS User UX of Energy Experience: Why Energy Needs a Spotify Moment, Not Spreadsheets
HEMS user experience now determines who scales in residential energy. HEMS user experience must shift from dense dashboards to personalized automation that ordinary households use daily.
Marcellus Louroza
Nov 17, 20252 min read
HEMS Operating System: The OS of the Decentralized Grid
HEMS operating system is emerging as the orchestration layer of decentralized energy. HEMS operating system unifies AI, blockchain, tariffs and devices so homes trade, store and use power autonomously.
Marcellus Louroza
Nov 5, 20252 min read
AI in HEMS: From Reactive Bills to Proactive Energy
AI in HEMS turns home energy from reactive to predictive. AI in HEMS uses machine learning to plan charging, heating and storage before the user even thinks about it.
Marcellus Louroza
Nov 3, 20252 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 31, 20253 min read
Telco Energy Platforms: The Next Growth Curve for Connectivity Players
Telco energy platforms are emerging as the next growth engine. Telco energy platforms align utilities, HEPs and networks to turn connectivity into daily household value.
Marcellus Louroza
Oct 29, 20252 min read
Home Energy Platforms: HEPs to Telcos — Don’t Wait, Partner Now
Home energy platforms are where telcos turn connectivity into revenue. Home energy platforms bundle solar, EVs, heat pumps, meters and AI so households save money, shift load, and help the grid.
Marcellus Louroza
Oct 14, 20252 min read
AI energy management in Europe: platforms, savings and real-world traction
Europe is moving from pure generation buildout to orchestration. This piece shows how AI energy management, VPPs and flexibility markets are already cutting bills, stabilising grids and accelerating decarbonisation—with links to the platforms doing it.
Marcellus Louroza
Oct 6, 20252 min read
Energy SaaS: turning kilowatts into data, services, and scale
See how energy SaaS combines cloud, APIs, and AI to automate EV charging, heat pumps, and batteries, creating recurring revenue and simple customer experiences while supporting a smarter grid.
Marcellus Louroza
Sep 28, 20253 min read
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