“We Are Working on Subscription Models Across Multiple CPOs” – Wilhelm Henriksson, Plugsurfing

Why It Matters

By controlling the “plumbing” of EV charging, Plugsurfing enables OEMs and fleets to offer seamless, branded charging experiences, accelerating EV adoption across Europe. Its shift to direct CPO links and subscription services improves margins and sets a template for the emerging B2B2C charging ecosystem.

Key Takeaways

• Plugsurfing shifted focus from B2C to B2B, serving OEMs and fleets.
• Over 90% of charging sessions now run via direct CPO connections.
• Subscription models across multiple CPOs are being piloted for discounted rates.
• APIs have become primary product, enabling OEMs to embed charging in infotainment.
• White‑label apps launch in weeks, serving as testbed for B2C features.

Pulse Analysis

The European EV charging market remains highly fragmented, with dozens of operators running disparate networks. Early aggregators like Plugsurfing filled a critical gap by offering a single‑app interface, leveraging standards such as OCPI to enable roaming across providers. This model helped accelerate early EV adoption by simplifying the user experience and establishing a data layer that could be monetized through partnerships and value‑added services.

In recent years Plugsurfing’s strategy has pivoted toward enterprise customers. White‑label applications provide OEMs a rapid, branded entry point, while API integrations allow deeper embedding of charging data into vehicle infotainment systems and fleet management platforms. Direct connections with charge point operators now handle more than 90% of sessions, reducing latency, cutting hub fees, and unlocking flexible pricing structures. Subscription‑based offerings that bundle access across multiple CPOs are being piloted, promising predictable costs for both private drivers and commercial fleets.

Looking ahead, the company’s focus on B2B2C and B2B2B models positions it to become the infrastructure backbone for a range of mobility services. Machine‑learning tools are already automating invoice reconciliation and contract management, enhancing scalability in a low‑margin environment. Partnerships with fuel‑card providers extend the reach of EV charging into existing payment ecosystems, while the continued rollout of subscription products could reshape how consumers and fleets budget for energy, driving further consolidation in the European charging landscape.