The electrical grid is a modern marvel. But for decades we’ve treated electricity as an afterthought, a critical but largely invisible commodity.
Now thanks to a mix of deregulation, rising demand, and hardware innovation (batteries, solar, EVs, and smart devices), the grid’s edge has transformed from dumb consumption into a sophisticated layer that produces, stores, and shifts power.
Software companies spent the last decade getting into the flow of money. In the next decade they’ll get into the flow of electrons. Embedded fintech works because it shapes the product and meets the customer where they’re already buying. Electricity hasn’t been embeddable, programmable, or customizable. Until now.
Light is a fully regulated electricity provider that lets any company launch energy products for their customers. And I’m thrilled to lead their $46M Series A on behalf of Matrix and join the board.
Light owns the parts nobody wants to build: wholesale procurement, hedging, billing, support, compliance, grid operations. Owning that stack lets it reshape the product instead of reselling someone else’s.
For the end customer, Light is in the background. Consumers see a customized energy product wherever they’re already buying. Plans that couldn’t exist before:
Solar financing with a buyback plan built in, sold at install
Subscription EV charging, sold with the car
A plan that turns on with the lease and off at move-out
A fintech lowering a customer’s bill as a retention product
In the first half of 2026, 100% of new electricity brands entering the Texas market launched on Light, up from 70% in 2025. Run-rate revenue is up 10x over the last twelve months.
Light’s CEO and founder, Baker Shogry, was Plaid’s head of product. He has already turned a closed, heavily regulated system into something other companies could build on. Baker and his co-founder Adam Compain have built a team that’s transformed the grid’s complexity into a simple, programmable set of abstractions available to anyone.
Electricity came in one shape for a century. Now it comes in as many shapes as there are companies willing to design one.
You can learn more about Light on their blog here as well as in Axios. They’re also hiring across the board!