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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


Energy flexibility automation: turning households into a system resource
Energy flexibility automation activates what already exists—coordinating EV charging, heating, and storage so homes respond to dynamic signals with comfort intact and savings visible.

Marcellus Louroza
Jan 221 min read


Brazil Free Energy Market: Why Low-Voltage Choice Will Scale with UX and Incentives
Brazil free energy market is arriving for low-voltage users. Brazil free energy market success will hinge on UX-centric offers that automate choices and certify real savings.

Marcellus Louroza
Dec 8, 20252 min read


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
Dec 2, 20252 min read


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 21, 20252 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 19, 20252 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 12, 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


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 23, 20252 min read
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