“The Energy Transition Should Feel Like a Lifestyle – Almost a Cultural Movement”
By 2030, 1KOMMA5° aims to make over 1.5 million buildings climate-friendly, contributing to the goals of the Paris Agreement. Behind this ambition lies a core technology that makes energy cleaner, more affordable, and intelligently controllable, along with a communication strategy that works entirely differently from anything the industry has known before. Sophia Rödiger, CMO DACH, speaks with Carsten Puschmann, jury member of the German Brand Awards 2025, about why her CleanTech startup relies on radical simplicity, in-house production, and emotional resonance – and what the industry can learn from Apple and Tesla.
Interview with Sophia Rödiger
Nominated by the jury, chosen by the public: 1KOMMA5° had to prove itself twice to win the title “Startup of the Year”. Sofia, what does this dual success mean to you and your team?
This award is something truly special for us, especially because it’s not a typical startup prize. It feels like a real badge of honour, particularly as we do everything in-house: from voiceover to creative concept, with no agencies and no external productions involved. Everything that represents 1KOMMA5° comes directly from our team. That’s why it means even more to have this work recognised by people who put their heart, creativity, and energy into the brand every single day. And at a time when the energy transition is facing strong headwinds in society, politics, and the media, this award is a real boost of courage and motivation for all of us.
As CMO DACH, you play a crucial role in the brand strategy of a CleanTech startup operating across Europe. What drives you personally?
I’m a psychologist by background, not originally a marketer. I come from the energy and tech sector, including e-mobility. What fascinates me is the moment when people encounter a new technology and then seamlessly integrate it into their daily lives. That’s why we’ve deliberately taken a different approach with 1KOMMA5°: instead of “painting the brand green”, we wanted to create something bold, clear, and future-facing. That’s why we chose the colour purple – for us, a symbol of transformation and departure. Or our showrooms: instead of simply launching another tariff website, we wanted to offer a space where people can truly experience the technology. Receiving an award for such courage makes me incredibly proud.
What’s your formula for building a brand in such a complex field as the energy transition?
Doing things differently and doing so consistently. If you look at traditional providers in the energy market, much of it still feels outdated, dull, and uninspiring. Communication around renewables is often framed in negative terms, with words like “ban”, “sacrifice”, or “heat pump horror”. We wanted the opposite: the energy transition should feel good. It should become a lifestyle, even a cultural movement.
We took inspiration from brands like Apple and Tesla, which have managed to blend technological innovation with emotion, design, and desirability. Unlike the industry standard, we focus on positive, future-oriented messaging and authenticity. No polished influencers – instead, we show our real customers and team members. This sense of hope and honesty resonates and is contagious.
Founded in Hamburg in 2021, the company now operates as a one-stop shop for integrated energy solutions, operating in seven markets and at over 80 locations worldwide. What have been the biggest milestones so far?
From a business perspective, the biggest milestone was undoubtedly reaching unicorn status, just two years after founding and while remaining consistently profitable. From a communications standpoint, one major breakthrough came when Der Spiegel ran the headline: “Germany’s cheapest electricity tariff – and by the way, it’s clean too.” That was a game-changer. We realised: the “1.5 degree” message might resonate with five percent of people. But if you say, “Here’s how to save on your electricity bill,” suddenly everyone’s listening. That changed everything. In performance marketing, we shifted our focus to price and everyday usability. The brand remains emotional, educational, and trustworthy – but on a larger scale, it’s the wallet that speaks. That’s what unlocked our growth.
Other key milestones? The launch of our showrooms. Our podcast formats. A children’s book on the energy transition. Our viral OMR techno party featuring Scooter. And major political partnerships – with E.ON and the Federal Ministry for Economic Affairs and Climate Action. All of that shows: our brand is making an impact, and it’s being heard.
Your core technology – Heartbeat AI – connects photovoltaic systems, batteries, heat pumps, and charging stations. What exactly is behind it, and what’s next?
Heartbeat AI is the beating heart of 1KOMMA5°, which is where its name comes from. While many competitors entered the market via hardware – be it solar panels or heat pumps – we made a conscious decision to see that as a commodity. What truly matters is how you intelligently connect all those components. Our platform is a fully digital value chain, covering everything from planning to daily energy management. It starts in the trades: AI helps us automate processes and optimise planning, using tools like drone imagery and image analysis. That’s how we’ve created an extremely efficient, scalable model for the skilled trades.
For customers, Heartbeat AI becomes the central control hub at home. The platform learns when the sun is shining, tracks household consumption, monitors the heat pump’s schedule, and optimises all of it automatically. The result? Energy becomes cheaper, cleaner, and fully controllable. And that’s the real gamechanger: Germany doesn’t have an energy problem – it has a control problem. Heartbeat addresses exactly that. And soon, it will become an open marketplace platform, allowing partners to plug in. The energy transition will finally get its digital operating system.
The interview was conducted by Carsten Puschmann.
