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Negative emissions of carbon dioxide will likely be needed to meet the <2 degrees Celsius warming above the pre-industrial level goal of the Paris Agreement. A major technology option is combining Biomass Energy with Carbon Capture and Storage (BECCS) in the industry and power sectors. The case of Exergi centers around the company's strategic shift towards creating a business model for negative emissions. Established initially as a traditional district heat and power provider to the citizens of Stockholm, Exergi had succeeded to change its  production from oil and coal to renewable energy sources. The case traces Exergi's journey from its conventional energy roots to its transformative decision to invest in bio-energy carbon capture and storage technologies (BECCS). It delves into the complexities of navigating market uncertainties, regulatory changes, and technological advancements. The case also explores the internal and external pressures Exergi faced in balancing profitability with environmental responsibility. In focusing on Exergi's strategic pivot, the case provides insights into how traditional energy companies can adapt and thrive in the new era of sustainable energy, highlighting the critical decisions and innovative approaches that shape the future of the energy sector.