GEN-I, a leading clean electricity supplier, is making significant strides toward global commodity trading amidst a volatile energy market. This year’s update reveals GEN-I’s strategic expansion, notably its entry into the U.S.market, demonstrating its agility and visionary approach. This move is pivotal for the company’s long-term growth.The company’s emphasis on advanced hedging instruments and a virtual power plant positions it to capitalize on opportunities within renewable energy. GEN-I’s growth extends beyond Europe; explore expansion in Romania, Bulgaria, and beyond. this report, available on News Directory 3, details how GEN-I navigates geopolitical events, market shifts, and the evolving demands of the energy sector with innovative solutions.Discover what’s next for GEN-I’s enduring energy journey and its role in shaping the future of global energy trading.
GEN-I Expands Global Reach Amidst Renewable Energy and Market Volatility
updated June 08, 2025
GEN-I, a clean electricity supplier, is broadening its global presence, including entry into the U.S. power markets. This move,according too trading director Jan bohinec,marks a important step toward becoming a global commodity trader,capitalizing on synergies within the gas markets.
Founded in Slovenia in 2005, GEN-I has grown to become the country’s largest electricity supplier, achieving carbon-free status in 2021. The company now trades in 25 European countries. Its performance in the 2025 Energy Risk Commodity Rankings reflects this growth, securing the top spot as energy dealer and power dealer in Central Eastern and South Eastern European power markets.
Bohinec anticipates continued market challenges due to geopolitical events and U.S. tariffs. However, he emphasizes that GEN-I’s expanding footprint and commitment to employee development will provide a solid foundation for the company and its partners amidst energy market shifts.
The rise in renewable energy generation has increased the need for flexible assets to manage price volatility. GEN-I addresses this by offering advanced hedging instruments and tailored power purchase agreements (PPAs) to help business partners navigate uncertainty.
GEN-I’s virtual power plant, aggregating decentralized energy resources like solar, wind, and batteries, plays a crucial role. This cloud-based platform allows real-time monitoring and optimization, enhancing grid stability. Currently operating in Slovenia, Croatia, and Austria with approximately 130 units, GEN-I plans to expand it to Romania and Bulgaria by the end of the year, followed by Greece and turkey in 2026, and eventually Poland and Germany.
Bohinec notes the differences between Central Eastern and South Eastern European markets, particularly regarding EU regulations and emissions allowances. He also points out the uncertainty surrounding the EU Carbon Border Adjustment Mechanism (CBAM) and its potential impact on non-EU countries’ exports.
To meet these challenges, GEN-I offers merchant PPAs and tolling agreements, while also expanding westward into the Netherlands, Belgium, and the UK. The company is also establishing a trading floor in Houston, Texas, to participate in U.S. markets.
Thru mentorship, training and events, we foster a culture of continuous learning so our people’s expertise in data science and market analysis is constantly evolving.
Jan Bohinec, Gen-I
What’s next
Looking ahead, Bohinec identifies several factors influencing European energy markets, including geopolitical tensions, regulatory changes, the energy transition, and Asian demand. He also highlights the importance of grid connections for integrating battery storage and addressing rising demand from data centers and AI technologies.
