Bisly, a prop-tech startup based in Estonia that provides smart building solutions, aims to make energy-saving solutions accessible to all. This Estonian company has redefined how people approach building automation in Estonia, the Baltics and Nordic countries and is now doing it in the UK market.

In January 2024, Bisly entered the UK market, and in March, the company expanded its presence in the German market. Both Germany and the UK offer immense growth potential to businesses. For example, there are 1.6 million commercial buildings in the UK: 340,000 of these are offices and 170,000 hospitality establishments that fall squarely within Bisly’s targets in the market. The company aims to forge relationships with smart building installers and real estate developers as they now set foot in the UK.

After capturing 30% of the market share in building automation in Estonia, the company plans to scale in new markets. Kam Vadukul, the newly appointed UK and Ireland Regional Vice President, will play a crucial role in growing Bisly’s market presence in the UK and Ireland. His experience in the HVAC industry and understanding of market dynamics position him well for this endeavour.

Kam Vadakul provides insight for Estonian companies looking to expand into the UK market. He discusses how the company’s entry into the UK market has gone so far, the most significant challenges they have faced, and what their goals are in the market:

What motivated Bisly to expand its operations to the UK market?

Bisly’s decision to expand its operations to the United Kingdom was driven by several strategic factors. The first factor was growth and market potential. After successfully participating in the UK’s scale-up program REACH UK, Bisly recognised the growth potential in the UK market. The company aims to capitalise on this opportunity by establishing a strong presence within the market.

The second factor was energy prices and ESG regulations. The UK market is characterised by rising energy prices and increasing focus on environmental, social, and governance (ESG) regulations. Bisly’s intelligent building solution aligns with these trends, making it well-suited for the UK real estate market.

The third reason was the residential and commercial focus. Bisly’s UK operations will focus on both multi-residential and commercial real estate. By onboarding partners and conducting installations, Bisly aims to address the evolving needs of the international real estate market. In fact, the first Bisly showroom, in conjunction with a regional partner, opened its doors in March 2024.

The final reason was tested success in home markets. Having achieved success in its home markets, particularly in the office and PBSA (Purpose-Built Student Accommodation) sectors, Bisly is confident in its ability to replicate this success in the UK.

Bisly’s Chief Operating Officer (COO), Ants Vill, also expressed enthusiasm about the expansion, emphasising the company’s commitment to meeting market demands and providing innovative building technologies.

The UK market is characterised by rising energy prices and increasing focus on environmental, social, and governance (ESG) regulations. Bisly’s intelligent building solution aligns with these trends, making it well-suited for the UK real estate market.
Kam Vadukul, Bisly UK and Ireland Regional Vice President

What was the market research like to identify potential business opportunities for yourself in the UK market?

Before venturing into the UK market, Bisly conducted thorough market research and strategic planning. Two key points for us were growth potential and understanding the market.

To understand the market participation in the REACH UK program allowed Bisly to gain insights into the local business scene, understand market dynamics, and connect with relevant stakeholders.

Bisly also observed the growth potential in the UK market, as the UK has over 1.6 million commercial buildings, including more than 340,000 offices and over 170,000 hospitality establishments—all falling within Bisly’s core target markets.

Overall, Bisly’s entry into the UK market involves a combination of strategic planning, understanding local dynamics and leveraging its successful track record in other markets.

What were your biggest challenges in the process of entering the UK market, and how did you overcome them?

Bisly encountered several challenges during its entry into the UK market, but the company proactively addressed them to ensure a successful expansion.

The first challenge was market research and understanding customer needs. Identifying specific customer pain points and understanding their requirements was crucial. Bisly needed to align its intelligent building solution with the UK market’s unique demands. Bisly conducted extensive market research to identify opportunities and validate its solution. The company engaged with potential customers, discussing use cases and demonstrating how Bisly’s offering could address their needs.

Another challenge for us is onboarding partners and having a physical footprint. Bisly has already signed multiple partners in the UK market. NG Smart Homes opened the first certified Bisly showroom in March, further validating the company’s presence.

The company is actively onboarding installation partners to build a network of trained professionals who can design, install, and support Bisly’s solution. Engaging with M&E consultants, developers, and similar companies is part of the strategy to get Bisly specified in upcoming projects.

What is the profile of a UK customer, and what are their desires, needs, preferences, and requirements? 

The UK boasts a diverse and dynamic business landscape, making it an ideal platform for Bisly to showcase its innovative, intelligent building solutions to a broader audience. In essence, the needs we have identified are:
Energy efficiency: UK customers prioritise energy efficiency due to environmental concerns and regulatory requirements.
Cost savings: They seek solutions that reduce energy consumption and operational costs.
Scalability: Solutions that can scale across different building types and sizes are essential.
Unified platform: UK customers prefer a single, integrated platform that manages various building functions with an easy-to-use interface (lighting, HVAC, security, etc.).
Remote management: The ability to easily monitor and control building systems remotely is highly valued.
Customization: Flexibility to adapt solutions to specific building types and user preferences.

We are aiming for sustainable and fast growth; early indications from onboarding partners and the project pipeline have shown a positive response in the market for our product and services.
Kam Vadukul, Bisly UK and Ireland Regional Vice President

What have been the exciting cases, successes, surprises, or unexpected experiences that Bisly has encountered while operating in the UK market?

Having launched in the UK in January, we have seen early success, with the first partners signing up and also our first showroom opening. On the project side, we have seen progress with feasibility studies and proposals going through the stages of design and pre-tender. Thus, we expect to see many Bisly projects going live throughout 2024!

What growth pace or trajectory are you aiming for in that market?

Well, you could say we are aiming for the sky! We are aiming for sustainable and fast growth; early indications from onboarding partners and the project pipeline have shown a positive response in the market for our product and services. Thus, we have our targets and aspirations, but as we are able to scale easily, we can move as fast as required.

What are Bisly’s future plans, both in terms of exports and technological developments?

Our development team and all parts of the company are the eyes and ears for the market needs. Our platform is continually updated with new features and services for customers to meet the requirements within our development plans.

GOOD TO KNOW

• Estonian prop-tech Bisly was founded in 2018.
• Bisly provides intelligent building systems that are scalable to customer needs, easy to install, secure, cost-effective, and require no coding – a solution for construction professionals or builders to property owners and engineers.
• The company specialises in both residential and commercial buildings.  They combine manufacturing, installation, building management software, and digital twin infrastructure into one platform.
• Bisly has become the market leader in Estonia. The Bisly team, which is set to grow by 50% in 2024, anticipates expansion into various markets, including the UK.

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