At Arcana Concept, we believe in "abundance through innovation." This philosophy recognizes two fundamental paths to prosperity: overproduction or reduction of waste. Both benefit from efficiency and intelligence, and both have the potential to transform industries and improve lives. Elastic Energy is a perfect embodiment of this philosophy in action.

The energy crisis facing American households isn't just about rising costs—it's about control. With 65% of US families concerned about future energy affordability and 90% of residential energy load remaining unmanaged, the need for innovative solutions has never been more pressing. Enter Elastic Energy, a pioneering startup that's reimagining home energy management through AI-powered technology, proving that intelligent efficiency can create abundance in one of our most critical resources.

We sat down with Ben Hilborn, co-founder and CEO of Elastic Energy, to discuss how they're transforming the residential energy landscape and making sophisticated energy management accessible to everyone.

What's the story behind the name "Elastic Energy"?

The electrical grid is currently facing a significant challenge - up to 25% of existing grid capacity is wasted due to inefficient use. The name "Elastic" represents our vision of introducing flexibility into this rigid system. Through our AI-powered platform and control of distributed energy resources like batteries and EVs, we're creating elasticity in energy management that benefits both consumers and the grid.

What core philosophy drives the Elastic Energy brand?

Our philosophy centers on making great energy management available to all. We're building the consumer interface for the energy revolution, focusing on putting whole-home energy management on autopilot. While 89% of consumers want more control over their energy usage, the current solutions are either too complex or don't address the average homeowner's needs. We're changing that by prioritizing the consumer experience above all else.

How does the current market landscape influence your business strategy?

We're seeing clear market signals that we're at an inflection point. Battery adoption in California has increased 40% since Net Metering 3.0, EV ownership has passed 5% and is projected to reach 50% by 2035, and utility storage capacity investment is up 30% since 2020. Over 10 states now have ideal market conditions for electrification. These trends validate our approach of building a consumer-first platform that can scale with the growing demand.

What unique ways does Elastic Energy save households money?

Through Ellie, our AI-powered energy management platform, we can help households save up to 35% on their energy bills. This is achieved through intelligent load management, waste reduction, and bill optimization. Our platform provides limitless energy on demand while automatically managing usage patterns to maximize savings. We also integrate seamlessly with utility programs and rate structures to capture additional value for homeowners.

Why is now the ideal time for Elastic Energy?

The consumer energy experience is broken - 65% of US families believe their energy bills will become unaffordable in the next three years, and 66% believe rate structures work against them. Simultaneously, we're seeing unprecedented adoption of controllable devices like EVs and batteries, creating an urgent need for better management solutions. The technology has matured, and the market conditions are ideal across multiple states.

How do you foresee the future of energy management evolving?

The future is about making energy management effortless for consumers while supporting grid stability. Today, 90% of residential load remains unmanaged - that's a massive opportunity for optimization. We see a future where AI-powered platforms like Ellie automatically handle complex energy decisions, making it simple for households to participate in grid flexibility programs while saving money.

What stage is Elastic Energy at now?

We're actively expanding our market presence with both utilities and electrification companies. We have 12 active leads and 14 companies in discussion, with strong validation from industry leaders. Our technology is being deployed through strategic partnerships, and we're seeing significant interest in both our E1 platform for utilities and our Elastic Pro consumer subscription.

Can you tell us about the founding team's background?

I've founded previous companies in IoT management and worked in clean energy financing at Perl Street (YC W21). Our CTO, Brandon Riches, is a PCB-to-cloud full stack engineer with 9 patents who has scaled device management to over 500,000 devices. We've also brought on exceptional talent like Erika, our Software Lead from Unity, and Noud, our UX Lead with experience at Apple, Airbnb, and Amazon.

What are the main benefits of Elastic Energy's technology?

Beyond the significant cost savings, our platform provides unprecedented control and transparency over energy consumption. We're making complex energy management decisions simple and automatic through our "Instagram-worthy" interface. For the grid, we're enabling better integration of renewable energy and reducing infrastructure costs through intelligent load management.

How does Elastic Energy differentiate itself?

Unlike existing solutions focused on API aggregation, device-specific virtual power plants, or tools for energy experts, we prioritize the consumer experience above all else. We're building an intuitive platform that makes energy management engaging and accessible for everyone, while still delivering sophisticated optimization through our AI technology.

What's your vision for Elastic Energy's impact?

We're building the consumer interface for the energy revolution. Our goal is to onboard the 90% of residential load that remains unmanaged, making energy management effortless while contributing to a more stable and sustainable grid. We want to prove that great energy management can be accessible to everyone.

Why did partnering with Arcana Concept's venture studio model appeal to Elastic Energy?

My relationship with Arcana Concept started before either company existed - I met Alexander years ago when we were both working in the tech ecosystem, and we shared a vision about building impactful companies. What drew us to their venture studio model was their comprehensive approach to company building. Their fractional CxO program gives us flexible access to seasoned executives in design, engineering, and growth - exactly when we need them. This model is invaluable for a growing startup, allowing us to tap into specific expertise without the overhead of full-time executives.

Arcana's hands-on approach and multidisciplinary team means we're getting true partners who understand how to build and scale technology companies. They bring proven expertise in product development, engineering excellence, and go-to-market strategy, while connecting us to their broader network of resources and partners.

Elastic Energy represents a new wave of technology companies focusing on consumer empowerment in the energy sector. As households increasingly adopt electric vehicles, battery storage, and smart home devices, solutions like Elastic's AI-powered platform Ellie are positioned to play a crucial role in shaping the future of residential energy management.

To learn more about Elastic Energy's technology and mission, visit elasticenergy.io

This article is part of Arcana Concept's Portfolio Spotlight series, highlighting innovative companies building the future of technology.

‍