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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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Energy Cloud Brazil: why cloud-native platforms will make liberalization work
Energy cloud Brazil will define who scales in a liberalized market. Energy cloud Brazil aligns cloud-native EMS, P2P trading and dynamic tariffs to turn flexibility into a tradable asset.

Marcellus Louroza
Nov 212 min read


Energy SaaS: Turning Kilowatts into Data Streams
Energy SaaS is redefining how value is created in power markets. Energy SaaS shifts focus from hardware to cloud services that forecast, optimize and settle energy in real time.

Marcellus Louroza
Nov 192 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 172 min read


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


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 52 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 31 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


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 292 min read


HEMS Cybersecurity: The Hidden Weak Spot of the Smart Home
HEMS cybersecurity is often overlooked in connected homes. HEMS cybersecurity must be built in so automation stays safe, private and reliable as devices and cloud platforms scale.

Marcellus Louroza
Oct 272 min read


Energy SaaS for HEMS: One App, Real Savings, Less Hassle
Energy SaaS makes home energy simple. Energy SaaS turns HEMS into one service that coordinates solar, batteries, EV charging and heating to cut costs automatically.

Marcellus Louroza
Oct 232 min read


Digital Energy Consultancies: The Orchestrators of HEMS Adoption in Europe
Digital energy consultancies bridge invention and adoption. Digital energy consultancies turn HEMS PoCs into bankable roll-outs by aligning DSOs, retailers, standards, and UX.

Marcellus Louroza
Oct 212 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 142 min read
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