A computer implemented method, apparatus, and computer program product for automatically managing incentives associated with an electric vehicle charging transaction is provided. Incentives are received from a set of sources to form received incentives, by an incentive service. Applicable incentives are selected from the received incentives based on an identification of an electric vehicle, a charging station, and a set of principals associated with the electric vehicle charging transaction, by the incentive service. A set of selected incentives is identified from the received incentives for utilization in the electric vehicle charging transaction. The set of selected incentives is sent to an energy transaction planner, wherein the energy transaction planner incorporates the set of selected incentives into an energy transaction plan that is used to control the electric vehicle charging transaction.