The people
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Working at Jouleia
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About
Jouleia's stated mission is to accelerate the transition to low-carbon, resilient homes, and its diagnosis is specific: affordability is the number one barrier to sustainable home upgrades. So the company builds for the trades rather than around them — digital tools and financing infrastructure that let a contractor sell a heat pump, water heater or insulation job with the savings, rebates and financing already stacked into the quote, instead of leaving a homeowner to assemble those separately after the fact. The free heat-pump quoting tool is the entry point; Jouleia Financial, embedded point-of-sale financing spanning HVAC, solar, batteries, insulation, windows and EV chargers, is announced as coming. Paul Sehr founded it after modernising and electrifying his own home and finding out how complicated the process is — a credible route into the problem given that he had earlier co-founded and run technology at Financeit, now Canada's largest home-improvement lender.
Backers
No funding round or investor is announced by the company or found in any source read for this page.
Quick answers
What does Jouleia do?
It builds quoting and financing tools for home electrification — a free heat-pump quote tool that folds energy savings, rebates and financing into the price, plus announced point-of-sale financing for a wider range of upgrades.
Who is the customer?
Contractors and the trades, and through them homeowners. The tools are built so a contractor can sell the upgrade with the economics already worked out.
Who founded it?
Paul Sehr, who co-founded and led technology at Financeit — now Canada's largest home-improvement lender — and started Jouleia after electrifying his own home.
Who from Jouleia is in this directory?
Paul Sehr, who spoke twice at FintechTO, in 2016 and 2019 — then at Financeit, on origin stories and on purpose-driven credit in big-box retail.