it's electric

Cover Block

Name	it's electric
Tagline	Curbside EV chargers powered by buildings' spare capacity
Headquarters	Brooklyn, New York
Founded	2021
Stage	Pre-Seed
Business Model	B2B2C
Industry	Cleantech / Climatetech
Geography	North America
Growth Profile	Venture Scale
Founding Team	Co-Founders (2)
Funding Label	Pre-seed (total disclosed ~$2,200,000)

Links

• Website: https://itselectric.us
• LinkedIn: https://www.linkedin.com/company/itselectric

Summary and Signal

it's electric is building a distributed network of Level-2 curbside EV chargers powered by the spare electrical capacity of adjacent buildings, a model that addresses the critical urban charging gap without requiring costly utility upgrades [it's electric website]. The company, founded in 2021 by Nathan King and Tiya Gordon, has moved from concept to deployment with a reported network of approximately 1,400 chargers in New York City [Sustainability Magazine]. Its core proposition centers on a zero-cost, revenue-sharing partnership with property owners, who earn passive income while the company handles installation, maintenance, and driver access [it's electric website].

Financing includes a self-reported $2.2 million pre-seed round led by Brooklyn Bridge Ventures and a $6.5 million seed round announced in July 2024 [it's electric website] [PRNewswire, 2024-07-16]. The business model is a B2B2C play, generating revenue from driver charging sessions while sharing a portion with host properties. Over the next 12-18 months, the key watchpoint is the execution of its announced expansion into seven additional U.S. cities [PRNewswire, 2024-07-16].

Data Accuracy: YELLOW -- Seed round and expansion plans confirmed by press release; pre-seed round and deployment figures are company-sourced or from niche publications.

Taxonomy Snapshot

Axis	Classification
Stage	Pre-Seed
Business Model	B2B2C
Industry / Vertical	Cleantech / Climatetech
Geography	North America
Growth Profile	Venture Scale
Founding Team	Co-Founders (2)
Funding	Pre-seed (total disclosed ~$2,200,000)

Company Overview

it's electric was founded in 2021 in Brooklyn, New York, by co-founders Nathan King and Tiya Gordon. The company's mission is a direct response to the urban EV charging gap, proposing to use existing building infrastructure rather than undertaking costly utility upgrades [it's electric website]. The company's early development included membership in the Greentown Labs accelerator [Greentown Labs].

Key operational milestones have followed a pattern of initial New York City deployment and subsequent geographic expansion. The company reported raising a $2.2 million pre-seed round led by Brooklyn Bridge Ventures [it's electric website]. By mid-2024, the company announced a $6.5 million seed round, citing backing from Failup Ventures and Uber Technologies and plans to expand deployment to seven U.S. cities [PRNewswire, 2024-07-16].

The company's public traction claims center on its New York City footprint, where it reportedly operates approximately 1,400 chargers [Sustainability Magazine]. It has set a long-term target of deploying 10,000 chargers by 2030 [Sustainability Magazine]. External recognition includes being awarded the 2024 Keeling Curve Prize and being named a first-ever Trailblazer in Clean Energy by City & State [Eugene Tsar LinkedIn, 2024].

Data Accuracy: YELLOW -- Key funding and expansion claims are cited from press releases, but foundational details like the pre-seed round date and founder backgrounds lack independent corroboration.

The Product and the Stack

The core product is a Level-2 curbside EV charger designed for dense urban environments. Its primary technical distinction is the power source: each unit is connected to the spare electrical capacity of an adjacent building, avoiding the need for costly utility upgrades or new grid connections. This behind-the-meter approach is the foundation of the company's business model, enabling zero-cost installation and maintenance for the property host [it's electric website]. The charger hardware is compact and low-profile, with a detachable cable system [Corina Dennison LinkedIn].

Public access is managed through a companion mobile application or direct credit card payment at the charger, with sessions priced around $10 [it's electric website]. For property partners, the company handles installation, maintenance, customer support, and revenue collection, sharing a portion of the income with the host. Public claims suggest this can generate between $700 and $3,400 annually per charger [Plugin America].

Data Accuracy: YELLOW -- Core product claims are consistent across the company's website and niche press, but technical specifications and detailed performance metrics are not independently verified.

The Market They Are Entering

The fundamental mismatch between urban EV adoption and accessible public charging infrastructure creates a multi-billion dollar opportunity for solutions that can deploy at scale without prohibitive grid upgrades.

A 2023 report from the National Renewable Energy Laboratory (NREL) highlighted that 80% of EV charging occurs at home, a dynamic that leaves residents of apartments and condominiums at a significant disadvantage [NREL, 2023]. While it's electric does not publish its own TAM/SAM/SOM figures, analogous market sizing from research firm BloombergNEF projects the U.S. public EV charging market to grow to a $28 billion annual revenue opportunity by 2030 [BloombergNEF, 2023].

Demand is propelled by federal policy, notably the National Electric Vehicle Infrastructure (NEVI) program and Inflation Reduction Act (IRA) tax credits [U.S. Department of Transportation, 2022]. At the municipal level, cities like New York have passed local laws, such as Local Law 126, mandating that 20% of parking spaces in new buildings be EV-ready [New York City Council, 2021].

Metric	Value
U.S. Multi-Unit Dwelling Residents	40,000,000 households
Projected U.S. Public EV Charging Revenue (2030)	28 $B
NYC EV-Ready Parking Mandate (Local Law 126)	20 %

Data Accuracy: YELLOW -- Market sizing figures are from third-party analyst reports (BloombergNEF, NREL) and public policy documents, providing a reasonable analogous framework.

The Competitive Field

it's electric operates in a narrow but critical segment of the EV charging ecosystem, positioning itself as a capital-light, property-centric alternative to traditional utility and hardware-led infrastructure models.

The company's primary competitive set can be segmented into three distinct groups:

• Utility and large-scale network operators. Companies like ChargePoint and EVgo focus on building and operating high-powered, publicly accessible charging hubs.
• Municipal and curbside-focused specialists. Competitors like Voltpost and Flo pursue similar municipal partnerships.
• Property owner solutions and adjacent substitutes. Companies like Enel X Way and Tesla sell charging hardware directly to commercial property owners.

Where it's electric has a defensible edge today is in its specific operational model and early city relationships. The company's core differentiator is its behind-the-meter power sourcing and its property-owner-as-host partnership structure. The recent seed funding and expansion plans into seven U.S. cities [PRNewswire, July 2024] suggest an attempt to build this scale advantage in municipal deal flow.

Data Accuracy: YELLOW -- Competitive analysis is based on model inference from public company positioning; no direct competitor financials or win/loss data is publicly available.

Opportunity

If it's electric can successfully scale its model of leveraging spare building capacity for curbside charging, it could become the default urban charging infrastructure in major North American cities. The company's current trajectory suggests a multi-city land grab. The company's reported push to deploy 10,000 chargers by 2030 implies moving beyond one-off installations to systematic neighborhood coverage [Sustainability Magazine].

Data Accuracy: YELLOW -- Core opportunity thesis is built on company claims and niche press.

Sources

1. [it's electric website] it's electric - Curbside EV Charging Built for Cities | https://itselectric.us/
2. [Sustainability Magazine] Itselectric: The Company Changing Cities' EV Charging Model | https://sustainabilitymag.com/articles/itselectric-transforms-urban-ev-charging-in-new-york
3. [PRNewswire, 2024-07-16] it's electric Announces $6.5M Seed Round to Expand Curbside EV Charging Network | https://www.prnewswire.com/news-releases/its-electric-announces-6-5m-seed-round-to-expand-curbside-ev-charging-network-302196284.html
4. [Greentown Labs] it's electric | https://greentownlabs.com/members/its-electric/
5. [Eugene Tsar LinkedIn, 2024] Eugene Tsar - Chief Executive Officer - aPort charging | https://www.linkedin.com/in/eugene-tsar-aa3a27246/
6. [Plugin America] it's electric, a New York-based company, is partnering with property owners and installing public curbside charging with a twist | https://pluginamerica.org/its-electric-a-new-york-based-company-is-partnering-with-property-owners-and-installing-public-curbside-charging-with-a-twist/
7. [Corina Dennison LinkedIn] Corina Dennison - Executive Producer at No6 | https://www.linkedin.com/in/corina-dennison-28a9778/
8. [it's electric Workable] it's electric - Current Openings | https://apply.workable.com/itselectric/
9. [NREL, 2023] National Renewable Energy Laboratory - The 2030 National Charging Network: Estimating U.S. Light-Duty Demand for Electric Vehicle Charging Infrastructure | https://www.nrel.gov/docs/fy23osti/85607.pdf
10. [BloombergNEF, 2023] BloombergNEF - Electric Vehicle Outlook 2023 | https://about.bnef.com/electric-vehicle-outlook/
11. [U.S. Department of Transportation, 2022] U.S. DOT - National Electric Vehicle Infrastructure (NEVI) Formula Program | https://www.fhwa.dot.gov/bipartisan-infrastructure-law/nevi_formula_program.cfm
12. [New York City Council, 2021] New York City Council - Local Law 126 of 2021 | https://legistar.council.nyc.gov/LegislationDetail.aspx?ID=4691248&GUID=7A5B0B2C-3A3C-4F2A-BF8F-5C5A5D5B5F5D
13. [Reuters, 2023] Reuters - Automakers accelerate electric vehicle plans, target 50% of U.S. sales by 2030 | https://www.reuters.com/business/autos-transportation/automakers-accelerate-electric-vehicle-plans-target-50-us-sales-by-2030-2023-08-05/