Shifting the focus! redefining customer sucess in solar energy

“Our goal is to make solar accessible for more people, and in making solar accessible for more people, we need to put our actions where our words are. Making smaller systems work. You know, it's kind of like a small is beautiful kind of thing.” – Lars Ortegren

In an evolving solar industry often obsessed with system size and payback periods, we are challenging the status quo. Our reimagined approach to customer success doesn’t start with how much technology we can install—it begins with how our customers live.

Beyond Installations: Embracing Energy-Conscious Living

Traditionally, solar sales have centered on system size and maximizing annual return on investment. But we are steering the conversation toward something more personal and impactful: the customer’s energy lifestyle. Rather than pushing large systems, our strategy is to sell the least amount of technology necessary to help families meet their energy goals. It’s a philosophy rooted in equity, especially when it comes to expanding solar access to working-class families. This means prioritizing monthly energy behavior and lifestyle alignment over just long-term financial metrics.

“We're moving away from just selling systems,” says Ortegren, “and focusing more on how people use energy every day.”

Empowering Smart Energy Habits

A key element of this philosophy is educating customers to shift energy-intensive tasks—like laundry or running the dishwasher—to times of peak solar production. That way, homeowners can tap into their solar energy when it’s most abundant and avoid drawing expensive power from the grid during off-peak times. It’s about “doing more with less,” says Ortegren. Even small solar systems can dramatically cut energy bills when combined with smart usage habits and clear education.

In fact, we estimate that 80% or more of our customers end up modifying their daily routines to better align with their solar systems. These behavioral shifts make a big difference—not just in performance, but in sustainability and customer satisfaction.

Small Systems, Big Impact

One of the most encouraging insights we've seen is that small systems can still be incredibly effective. When paired with lifestyle changes and energy awareness, these modest setups often exceed expectations.

A “successful energy lifestyle” isn’t just about gadgets—it’s about conscious decision-making, like cooling your home when the sun is at its peak or charging batteries during the day. It’s about reducing dependency on the grid, not just generating more power.

Our customer stories reinforce our belief: it’s not the size of the system, it’s the success of the behavior behind it.

Integrity in the Sales Process

This redefined customer success model extends into every corner of our business, especially the sales process. Rather than pushing the biggest system a household can afford, our emphasis is on ethics, education, and craftsmanship. That means taking the time to understand our customers’ usage patterns, fixing electrical issues before system design, and offering solutions that fit both lifestyle and budget.

It's about “doing what’s right”—even if it takes longer.

What’s Next: Case Studies and Education

To further empower customers and align our sales process with our values, we're committed to creating in-depth case studies that highlight the success of working-class families. We understand that the high cost of electricity disproportionately impacts low-to-middle income households, and we're determined to counter the misleading information that often surrounds the true cost and value of solar. These case studies will serve as a key part of our customer education efforts, offering real-world examples of how smaller solar systems—when paired with smart energy habits—can significantly reduce reliance on the grid. By showcasing everyday success stories, we aim to demonstrate that solar doesn’t have to be expensive or complex to be effective. These case studies will provide practical insights and help our customers visualize how solar can fit into their lives.

A New Ethos for Solar

Our message is clear: solar success isn’t measured by kilowatts alone. It’s about education, behavior, and doing right by our customer. By focusing on smaller, smarter, and more ethical solutions, we plan to pave the way for a more inclusive and sustainable future—one where solar works not just for those who can afford the biggest system, but for anyone willing to engage and learn.

A More Inclusive Path Forward

While expanding access to solar has always been part of our ethos, in 2025 we're doubling down on it. State programs and new financing pathways now offer rebates that can cover up to 70% of the system cost. In many cases, customers can go solar with no money down and still pay less than their current utility bills. There are now real options for low- and moderate-income households to benefit from solar, options that didn’t exist even a year ago. 

If you’ve been told solar isn’t for you, it’s time to take another look.