E.ON Sweden chooses Friktion to rewire how it delivers energy flexibility
How do you reshape how over a million Swedish households think about energy consumption? By building the kind of organization that can turn a good energy idea into something sitting in a customer's home, fast. E.ON Sweden is doing exactly that. And since they know better than most that you need resistance to generate power, they decided to add some Friktion to get it done.
Malmö, Sweden—March 10, 2026—We're buzzing with excitement to announce that E.ON Sweden has chosen Friktion to support the transformation of their flexibility domain within energy retail. The assignment spans product managers, development teams and management, with the goal of putting smarter energy offerings in the hands of over a million Swedish customers.
An energized product organization
Electric vehicles, AI and a rapidly changing grid are reshaping how we all consume energy. The energy market is shifting fast, and customers expect their energy provider to keep up, ideally ahead of the curve. E.ON’s ambition? Become the leader in flexibility by creating a product organization wired for speed so they can short-circuit the time to market for new and innovative offerings.
"I've worked with Vadim before and knew that his knowledge and approach would be a perfect fit for us. We need to shorten our time to market by shaping our product-oriented governance and fostering new behaviors. At Friktion, they understand that real transformation involves iterations, learning, and some friction too."
— Kristina Jigin, Product Leader Flex B2C Commercial at E.ON Sweden
Behaviors first, structure second
To get there, we're not starting with org charts and process diagrams. We're starting with behavior—defining what good looks like in practice and building the conditions for those behaviors to emerge, stick and spread. Alongside that, we're putting a lean structure in place, for quickly getting products from idea to switch-on.
“What I appreciate most is that we started doing instead of spending months planning. We're building the boat while sailing it, learning and finding new ways to deliver value to our customers along the way. The momentum we've created in a short time gives me a lot of confidence in what's ahead.”
— Jessica Svantesson, Chief Operating Officer of Energy Retail at E.ON Nordics
Smarter solutions for people and planet
The products coming out of this work aren't just good for E.ON. They're designed to help people adjust how and when they use energy: cutting bills, easing pressure on the grid, and making the energy system work better for everyone. That's a charge worth carrying.
"Helping people shift toward more affordable and sustainable energy use is one of the defining challenges of our time. We're proud to help get it right."
— Vadim Feldman, Founder and Consultant at Friktion
PS. 1
E.ON Sweden is one of Sweden's leading energy companies, operating across three business areas: Energy Networks, Energy Infrastructure Solutions, and Energy Retail. The flexibility domain is focused on delivering innovative energy solutions to households and businesses. Learn more at eon.se
PS. 2
To find out more about how we at Friktion create impact fast by changing behaviors first and then gradually updating structures and processes as we go, have a look at these real-life cases that we've solved.