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Direct Market: 
the new energy economy

What is the Direct Market?

Forget traditional utility models. The Direct Market is a decentralized energy system where users directly access:

  • The spot market (dynamic energy pricing)

  • The imbalance market (opportunities to earn from flexibility)

  • Other users’ energy assets (solar, storage, EVs, heat pumps)

  • Renewables across Europe — sun, wind, rivers

  • This system connects producers, consumers, and prosumers — all while maintaining transparency, control, and fair pricing

How it works in practice

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Behind the scenes, imby software runs:

  • Real-time algorithms that optimize energy flows

  • Digital twins of every site to simulate decisions

  • Billing integration that reflects all benefits on your invoice

  • Market clearing for every exchange (spot, imbalance, peer-to-peer)

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Every action is measurable. Every decision — traceable. Every outcome — visible.

Why it matters

Traditional model:

  • Energy flows from centralized suppliers

  • Prices driven by fossil fuels & geopolitical instability

  • Users pay — and have no say

Direct Market model:

  • Energy flows between people, regions, and technologies

  • Powered by renewables

  • Participants are rewarded for what they generate, consume, share, or optimize

  • No cure – no pay

Because sun, wind, and rivers work for free — you should only pay for transition, transmission and distribution

What can you do in the Direct Market?

As a business or factory

  • Access cheaper energy during low-price market hours

  • Sell excess energy during peak prices

  • Control your imbalance costs

  • Increase your power limits by using a battery or sharing it with neighbors

As an energy community

  • Share energy via micro-sleeved PPAs

  • Pool assets like batteries and solar

  • Stabilize your grid section & get paid for it

As an investor

  • Connect your assets to real-time markets

  • See returns from flexibility, trading & community  energy use

  • Monetize storage & renewables more efficiently

As a municipality

  • Optimize public infrastructure energy use

  • Build local energy ecosystems

  • Improve resilience and reduce public spending

Key benefits of imby

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Revenue from energy optimization

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Lower energy bills

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Local grid support (with financial returns)

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Transparency in every transaction

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Reduced reliance on fossil-driven suppliers

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Direct connection to clean energy across borders

To join energy hub

You can:

  • Create your own energy hub

  • Connect to an existing community

  • Plug your assets into the Direct Market

  • Connect your energy hub into energy community

  • Or invest in a smarter, more resilient energy future

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