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During my 3 years with Tesla, we meticulously refined every small detail of the customer experience to create magic. We spent incredible amounts of time and energy preparing our customers for EV ownership, entertaining questions and raising their excitement level to an intense peak at just the right moment. It was beautiful.

Yet too often, the customer experience was destroyed by a negative charging installation that was outside of our control. This problem is universal - juggling requests, site visits and estimates without professional guidance is stressful. I heard countless horror stories about contractors providing a cringe-worthy customer experience, performing low-quality work and charging hundreds or thousands more than othersUnfortunately, most contractors are not even qualified to recommend the right charging solution because they lack specialized knowledge of electric vehicles and charging products. 

As I began to reflect on this problem, I was also shopping for a mortgage and decided I would not waste my time going from lender to lender, filling out the same paperwork and hoping for the best rate. Instead, I hired a mortgage broker to streamline this process for me. I received a much better deal than I could have negotiated myself, it required less effort and it didn’t cost me a penny. The entire transaction was remarkably simple.


I thought there must be a way to apply the same, elegant business model to EV charging installations. As I peeled back the layers of what this might look like, where I could remove friction and where I could add value - my idea began to take form. Since launching Abstract Energy in 2018, we have designed an experience that truly puts the EV customer first. 

Kelly Saunders