The most valuable infrastructure technologies aren’t the ones that excite us—they’re the ones we stop thinking about entirely. In a recent Category Visionaries episode, ChargeLab CEO Zak shared why the future of EV charging isn’t about faster charging speeds or fancier features—it’s about making the entire experience disappear into the background.
The Friction Problem
“The biggest thing that we’re working on is making it more frictionless for EV drivers and site owners and everybody in the ecosystem,” Zak explains. This focus on reducing friction rather than adding features reveals a crucial insight about infrastructure software: success means becoming invisible.
The current state of EV charging illustrates why this matters. As Zak describes, “Today there’s like 20 different companies that all have a proprietary app that you have to download and you have to load a wallet balance on your apps… You download the app and you put $20 there and then you try to make it work and then it doesn’t work. And they say, well, we just send you an RFID card in the mail. Why don’t you wait for two weeks? And it’s ridiculous.”
Beyond Apps and Cards
ChargeLab’s vision for the future starts with eliminating unnecessary steps. “Already right off the bat, when you pull up to any of our Charges, you can scan a QR code. You don’t need to download an app. You can transact with it immediately, put in your credit card information,” Zak notes.
But this is just the beginning. “There’s really interesting protocols that are being developed between the Charger manufacturers and the vehicle OEMs to kind of create a seamless experience like Tesla offers. When you plug in your Tesla, the charges just authenticates you and starts charging.”
The Scale of Transformation
The future of charging infrastructure isn’t just about better technology—it’s about ubiquity. “We’re talking about hundreds of millions of new vehicles, and we’re talking about hundreds of millions of charging stations,” Zak predicts. This scale creates an interesting dynamic: “There’s actually going to be more than one EV charging port for every electric vehicle on the road.”
Why This Matters for Infrastructure Companies
For B2B founders building infrastructure companies, ChargeLab’s approach offers valuable insights:
- Focus on removing friction rather than adding features
- Success means becoming invisible to end users
- Scale comes from making complex systems simple
- The goal isn’t to excite users—it’s to eliminate their problems
The Competitive Reality
Zak’s vision comes with a clear warning for infrastructure companies: “Frankly, the folks who cannot deliver great experiences for site hosts or EV drivers will not make it because it’s just going to get more competitive as companies like ours and others scale up.”
This observation reveals a crucial truth about infrastructure markets: as they mature, the ability to deliver seamless experiences becomes more important than technological innovation.
The Hidden Pattern
Behind ChargeLab’s vision is a pattern that applies beyond EV charging: the most successful infrastructure companies don’t try to stand out—they try to blend in. They focus not on being noticed, but on being reliable enough to be forgotten.
For B2B founders building infrastructure companies, this suggests a counterintuitive approach: don’t try to be exciting. Instead, focus on being so reliable and seamless that your users forget you exist.
In a recent episode of Category Visionaries, Zak Lefevre shared these insights about the future of EV charging infrastructure and ChargeLab’s role in shaping it. His vision suggests that the future of infrastructure isn’t about standing out—it’s about blending in so perfectly that users forget you’re there.
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