How Neste Brought EV Charging into Its Own Customer Journey

Founded in 1948, Neste is one of Finland's best-known fuel retailers, operating a network of around 700 stations that combine fuel, retail, and services for both individual drivers and B2B customers. With the steady growth of EV adoption, charging has become a core part of Neste's offering, both at public charging locations and at workplaces where employers provide charging for company car and fleet drivers.

At the centre of Neste's customer relationship are the Neste card and the Neste mobile app. Together, they give the company direct ownership of customer data and provide a single point of contact for drivers who use diesel, petrol, and EV charging across the same network.

Bringing EV Charging into Neste's Own Business Processes

Neste already had established relationships with both private and business customers. For business customers, the Neste Card (Neste-yrityskortti) is used to manage fuel purchases and mobility services. As those customers began adding electric vehicles to their fleets, they expected charging to fit into the same experience, with the same level of visibility, reporting, and control.

Therefore, for Neste, the challenge went beyond adding more chargers and centred on integrating EV charging into the systems, processes, and customer journeys it had already built. Customers using fuel, charging, or both needed to access services through the same channels and interact with a single Neste experience.

Maintaining ownership of customer data was also important. Charging data needed to support reporting for fleet managers while allowing Neste to continue managing the customer relationship directly through its own services.

Choosing a Platform That Supports Neste's Operating Model

When evaluating its EV charging platform strategy, Neste was looking for more than charger connectivity. What the company needed was a platform that could fit around its existing business model and support the way it already served its customers.

A key requirement was flexibility. Neste wanted to manage the customer experience through its own mobile app and customer channels while keeping ownership of customer data. At the same time, the platform needed to support the reporting capabilities required by fleet customers and business users.

Another important consideration was hardware compatibility. As charging expands into different locations and use cases, Neste wanted the freedom to work with a wide range of charging hardware rather than being tied to a specific vendor.

Those requirements led Neste to eMabler. The platform allowed Neste to integrate charging into its existing customer experience rather than introducing a separate service alongside it. Drivers could continue using the Neste app, customer data remained within Neste's own systems, and charging could be managed as part of the broader services already built around the Neste Card. At the same time, eMabler's hardware-agnostic approach gave Neste the flexibility to operate a wide range of charger models as its charging network expanded.

"eMabler allows us to keep charging as part of the Neste experience. We manage the customer relationship through our own app, retain ownership of customer data, and have the flexibility to expand our charging services as our needs evolve," says Lasse Väisänen, Charging Services Manager at Neste.

"eMabler allows us to keep charging as part of the Neste experience. We manage the customer relationship through our own app, retain ownership of customer data, and have the flexibility to expand our charging services as our needs evolve." - Lasse Väisänen, Charging Services Manager at Neste

One Service Across Public and Workplace Charging

With eMabler, Neste was able to integrate EV charging into the customer experience it had already built around the Neste Card and mobile app. Rather than introducing separate services for different charging scenarios, the company could present charging as part of a single Neste offering.

In practice, this means that the same EV driver can charge at a public location one day and at a workplace the next, while continuing to use the same application and customer account.

The same model also supports sites with different access requirements. While some locations are reserved for workplace charging, others can serve both business users and public drivers through the same core service.

Building Reporting Around Fleet Customer Needs

Reporting is an important part of how Neste serves its customers, particularly in its fleet offering, where reporting is not a standalone feature but part of how companies manage fuel and energy costs across their operations.

For fleet operators, visibility into charging activity, costs, and vehicle usage is essential for managing operations across multiple drivers and vehicles. At the same time, individual drivers need access to their own charging history, including where and when charging took place and what it cost.

These are two different requirements built on the same underlying need: accurate, reliable charging data. Without that, Neste would not be able to provide reporting that is consistent across customer groups or integrated into its wider service offering.

eMabler provides the charging session data that makes this possible. Each charging session generates structured data that flows into Neste's own systems, where it is used to build reporting for both fleet managers and individual drivers. This allows Neste to control how information is presented, while ensuring the data is complete and consistent across all charging activity.

"eMabler gives us the data behind our reporting, so fleet managers can track usage and costs across their vehicles while individual drivers monitor their own sessions and spend," says Lasse.

"eMabler gives us the data behind our reporting, so fleet managers can track usage and costs across their vehicles while individual drivers monitor their own sessions and spend." - Lasse Väisänen

Supporting Future Growth and Regulatory Change

The EV charging market continues to evolve, bringing new customer expectations and regulatory requirements.

As Neste expands its charging offering, flexibility remains an important consideration. The ability to work with different charger types, adapt services to changing market requirements, and respond to developments such as AFIR helps charging continue to develop alongside the rest of Neste's business.

Reliability carries just as much weight. No matter how the market shifts, charging still has to work the moment a driver plugs in. eMabler's high platform reliability is what helps keep charging that dependable.

"System stability is important to us because charging is part of the service we provide to our customers. We've been happy with the reliability of eMabler," says Lasse.

"System stability is important to us because charging is part of the service we provide to our customers. We've been happy with the reliability of eMabler." - Lasse Väisänen

Looking Ahead

Neste continues to develop EV charging as part of its broader service offering. The focus remains on providing a consistent experience for customers ranging from fleet managers to individual drivers, while maintaining ownership of customer relationships, customer data, and digital services across both fuel and charging.

Moreover, as the charging network grows and customer needs evolve, Neste's goal is to keep charging integrated into the same business processes and customer experience that support the rest of its services.

Continuing its partnership with eMabler, Neste plans to scale its charging operations while maintaining the flexibility to support new locations, different charger types, and ever-evolving market requirements.

All in all, the priority remains the same: guaranteeing EV charging fits naturally into the services customers already use and expect from Neste.