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Project Solar is a solar technology company that delivers both DIY and full-service residential solar installation solutions. It primarily offers premium, all-black solar panels integrated with Enphase micro-inverters, focusing on aesthetics and high-performance energy generation. The company operates across numerous states, providing homeowners with comprehensive support throughout their solar adoption journey.
The company was co-founded in 2020 by Trevor Hiltbrand and Matthew Smith. The genesis of Project Solar stemmed from Hiltbrand's personal frustration with the lack of transparency, inflated pricing, and cumbersome sales tactics he encountered when trying to install solar on his own home. This experience spurred the founders to innovate a more equitable and efficient business model, emphasizing fair pricing and direct-to-consumer digital engagement.
Project Solar serves homeowners eager to transition to renewable energy through a simplified process. The company's core mission is to make solar power more accessible and affordable by eliminating unnecessary complexities and costs associated with traditional installations. Its vision is to enable widespread energy independence, providing a clear path for residential customers to embrace sustainable and cost-effective solar solutions.
Project Solar has raised $23.0M across 1 funding round.
Project Solar has raised $23.0M in total across 1 funding round.
Project Solar has raised $23.0M in total across 1 funding round.
Project Solar's investors include Left Lane Capital, Bedrock Capital, FluidTheory, M25.
Project Solar is a residential solar technology and services company that sells competitively priced solar PV systems (DIY and full‑service installs), partners with vetted local installers, and uses a digital-first model to reduce customer acquisition costs and lower prices for homeowners. [2][5]
High-Level Overview
Project Solar positions itself as a price‑disruptor in residential solar by replacing traditional commission‑based sales with a digital direct‑to‑consumer model and offering both DIY kits and full‑service installation across most of the continental U.S. [1][2][3] The company says it was founded to remove opaque pricing and high commissions from solar shopping and now serves homeowners with turnkey systems, financing, monitoring and 25‑year equipment/workmanship protections through partner installers and equipment warranties. [1][2][3]
For an investment firm (not applicable) — Project Solar is an operating company, not an investment firm; the rest of this profile treats it as a portfolio/company.
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Origin Story
Project Solar’s origin traces to frustration by co‑founder Trevor Hiltbrand when shopping for rooftop solar in 2016–2017; he encountered wide price variance, opaque quotes, and commission‑based sales that inflated costs, which motivated a deep dive into the industry and ultimately a new direct digital business model co‑founded with Matt (Matthew) Smith.[1][2] The company formally launched in 2020 with a mission to remove middlemen and use digital marketing rather than commissioned salespeople, leading to much lower sticker prices and rapid organic growth through referrals as pricing proved compelling. [1][2]
Core Differentiators
Role in the Broader Tech & Energy Landscape
Quick Take & Future Outlook
Project Solar’s near‑term opportunity is to continue geographic expansion, deepen finance and battery offerings, and scale its partner installer network while maintaining margin discipline that enables low prices. [2][3] Key trends that will shape its path include federal/state incentives, battery adoption rates, local permitting/inspection bottlenecks (which slow deployments), and competition from vertically integrated installers and national retailers adopting digital sales. [4][5] If it sustains quality through partner installers and preserves transparent pricing, Project Solar could accelerate residential PV adoption among price‑sensitive homeowners and force incumbents to adopt clearer pricing and online sales models. [1][3]
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Project Solar has raised $23.0M across 1 funding round. Most recently, it raised $23.0M Series A in August 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Aug 1, 2022 | $23M Series A | Left Lane Capital | Bedrock Capital, Fluidtheory, M25 | Announced |