From the shine of currencies to the sun of renewables: the trajectory of Fernando Schulman

Fernando Schulman, founder of OBH Energy, found trust to be the link between two distinct worlds: the rare coin market and the solar energy sector.

Born in the Netherlands into a family of merchants and the son of a numismatist – a coin specialist or collector – Schulman grew up surrounded by antique coin auctions and crafts.

As a child, he found entrepreneurship as a way to fulfill his desires, starting at age 11 as a newspaper and magazine delivery boy and, soon after, repairing and reselling computers and bicycles.

Even before adulthood, Schulman already possessed values ​​and learnings that shaped his entrepreneurial journey. With defining experiences as a teenager, he began building his relationship with work, money, and the principles he would carry with him throughout his life.

"At 16, I already had a good understanding of how to earn and manage money. I learned early on that achieving something required effort, responsibility, and honesty. I learned firsthand what it means to take responsibility, keep your word, take care of your belongings, and value what you build with effort," Schulman recalls.

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This lesson spanned oceans and decades. After graduating with a degree in automotive engineering, he decided to migrate to Brazil in 1995. He worked for over 20 years in logistics, foreign trade, and international operations, accumulating technical expertise, strategic vision, and an admirable linguistic repertoire in several languages—tools that would be fundamental for the next step in his career.

In 2016, when he was invited to develop a feasibility study for a solar power plant in Minas Gerais, he faced a turning point. But although the project never got off the ground, the research revealed the untapped potential of solar energy in Brazil.

"At the time, solar energy represented less than 1% of the national electricity matrix. Today, it exceeds 22%. We looked at Europe and saw the signs: electric cars growing, charging stations spreading, agrovoltaic projects in Germany with five-meter-high solar panels allowing for planting underneath, solar roofs becoming almost standard in homes and businesses. Brazil was still in its infancy, but the potential was evident from the countryside to the city, from industry to commerce," he said.

Along with a friend, he founded OBH Energy with the mission of offering tailored energy solutions, always based on true engineering. Instead of pre-packaged kits, the company develops customized projects that consider variables such as consumption profile, available infrastructure, local regulations, and financial return.

The company's reputation is built on solid foundations: attentive service, transparent communication, cutting-edge technology, and rigorous performance metrics. The difference lies not only in the quality of the installation, but also in the ability to deliver on its promises.

Trust, ethics and global vision

Technical rigor and concern for customer experience date back to long before OBH. During his youth, Fernando worked in international rare coin auctions, a business where ethics are paramount.

"My father would receive entire collections without a contract, without a formal guarantee, just with a handshake. That taught me the true value of trust and ethics. In our world, one slip-up is all it takes for your word to be worthless."

International experience also provided a solid foundation for global negotiations, making direct dialogue with international solar technology manufacturers and suppliers a natural fit. This experience facilitated the establishment of strategic partnerships and technical exchanges with companies from different countries. 

In the solar energy market, trust is as valuable an asset as technology. For Schulman, this credibility is built daily, not only in relationships with architects and builders, but also in the technical structure of each project.

Your company adopts a meticulous process when preparing proposals, ranging from residential systems to more complex solutions for businesses and rural properties. 

The difference lies in customization and technical rigor. Each client receives a project designed based on real data: energy consumption, property characteristics, available space, local utility regulations, and financial return targets.

This approach ensures clarity and security for investors. It's precisely this combination of applied engineering, transparent service, and a focus on results that has established OBH as a benchmark in custom solar projects.

In practice, what sets OBH apart is the way projects are developed. Before even submitting a proposal, the company conducts a comprehensive assessment of the consumption profile and local conditions. 

This includes analyzing energy bills, seasonality, peak times, tariff type, grid voltage, available physical space, and even the feasibility of using batteries when necessary.

"We don't deliver generic simulations. What we do is build a real business case, with a solid technical foundation, aligned with the client's reality," stated Schulman.

The final proposal delivered to the client includes monthly and annual generation projections for up to 25 years, return on investment analysis, estimated payback in different scenarios (purchase or financing), comparison of the cost of kWh over the useful life and even risk assessment in the face of possible changes in tariff, headquarters or load expansion.

OBH also presents, when applicable, environmental impact indicators, such as reduction of CO₂ emissions and generation of ESG credits. Additionally, the customer receives detailed explanations about how the energy compensation system works in Brazil, the changes brought about by Law 14.300, and what charges remain after installation.

"Our goal is for the client to know exactly what they're signing up for. We're not promising magical savings. What we sell is technical results with a financial commitment," he emphasizes.

Attention to technical detail and consultative service is what has guaranteed OBH Energy a solid base of loyal customers and an increasingly strong reputation in the industry. "As I often say: we deliver the dream, not the nightmare," concludes Schulman.

From solar energy to energy transition

Given the rapid evolution of the sector, Schulman is betting on a hybrid, intelligent, and decentralized energy future. OBH Energy already invests in battery systems and mobile solutions, such as portable energy capsules, aimed at remote areas, emergency situations and critical operations.

With a keen eye on the technological transformations shaping the future of energy, Schulman maintains an active research and constant updating approach. He believes it's not enough to simply monitor the market; it's necessary to anticipate future developments and seek solutions that make technical and economic sense for customers.

He also closely follows trends such as more modern lithium batteries, solid-state batteries, and thermal solutions that convert electrical energy into heat and then back into electrical energy.

Even in the face of a challenging regulatory environment, Fernando believes that those who work seriously and seek constant updating will always find a place.

"It's no longer enough to limit yourself to basic solar module installation. It's necessary to study, seek new solutions, understand what's coming next, and offer a complete value package to the customer."

And for him, it all comes down to a value he learned in childhood: "Deliver what you promise. Do it well. And if you make a mistake, fix it. That's how you build a solid business, in the solar industry or any other."

Batteries take center stage in connected homes

With a clear vision for the future of energy, the company's founder is betting on the growing potential of hybrid, intelligent, and decentralized systems to transform the sector in Brazil.

The corporation already invests in innovative solutions designed to serve remote areas, emergencies, and critical operations, signaling anticipation of customers' technical and economic needs.

For Schulman, who has values ​​ingrained in him since childhood, such as the importance of keeping promises and correcting mistakes, the current challenge goes beyond simply installing solar panels.

He emphasizes the need to offer a complete value package, including detailed studies, constant technological updates, and customized solutions that consider the country's complex regulatory landscape.

In this context, the advancement of batteries emerges as one of the fundamental pillars of the energy transition. Urban consumers, especially in large cities like São Paulo, are increasingly seeking greater autonomy to protect their homes and businesses against frequent fluctuations and blackouts.

"The cost of storing energy is rising, and batteries help consumers protect themselves, including from paying taxes like ICMS," Schulman highlighted.

However, he warns of the importance of correctly sizing storage systems, avoiding unnecessary investments in capacities that will not be fully utilized.

Everyday cases, such as that of a construction company that initially limited its budget to R$30 but later opted for a battery-powered system to guarantee 24 hours of autonomy in a home, exemplify the evolution of the consumer who becomes the protagonist of self-generation of energy.

“The client started out reluctant, but in the end, he sent a huge list of equipment he wanted to keep running in the event of a power outage,” he says.

According to Schulman, companies need to offer recurring maintenance and technical support services to ensure the proper functioning of their systems over the long term. "Selling once isn't enough. You need to be present, with ongoing operations, maintenance, and support," he said during the Papo Solar Podcast on episode #123.

With falling technology prices and growing awareness of safety and sustainability, the battery market should continue to grow. For him, the effort is worth it, especially when the customer is placed at the center of the energy transformation, proving that the future of energy in Brazil will be built with innovation, ethics and dedication.

This episode highlights a shift in behavior: consumers are becoming protagonists in their own energy generation and management. This also leads to a demand for new business models.

The trend is for the battery market to continue growing, driven by technological innovations, falling prices and greater awareness of energy safety and sustainability.

“We are at the cradle of innovation,” concludes Fernando, who, despite being called in on a Sunday night to resolve a system problem, believes the effort is worth it when the customer is placed at the center of the energy transition.

Partnerships that drive growth

During the pandemic, as the construction industry struggled to reinvent itself, Fernando found a solid path to growth through strategic partnerships, a consistent presence, and high-quality technical service.
Today, he has become a reference among architects and construction companies, with a network of more than 2,5 professionals and being recommended in closed groups as the right name when it comes to solar generation.

It all started simply, with a request from an architect friend who was spending more time at home and facing high electricity bills. The system installation was successful, and the results sparked the interest of other professionals in the industry.

Among them was architect Bobby Krell, son of renowned designer Olga Krell, who saw solar energy as an opportunity to add value to architectural projects.

"What we architects lack is someone who truly understands solar energy. We know it's necessary, but few have mastered the technical details," Bobby explained, suggesting that Fernando reach out to the community of professionals in the field.

From this connection, Fernando began to build an organic network of referrals and collaborations. He participated in virtual events during the pandemic, such as Diário de Arquitetos, and was invited to speak at Casa Cor in São Paulo, always with the same focus: translating the technical language of solar energy into the construction industry.
According to Schulman, the secret to growth is not in specific actions, but in the consistency and excellence of the projects delivered.

"You install a system today, but the customer won't talk to you again until five or ten years from now, when they want to expand, buy a battery, or install a car charger. That's why you need to be top of mind for them and their partners," he explains.

He also emphasizes that good work naturally generates new opportunities. In community groups with architects, for example, his name is spontaneously mentioned whenever a question about solar energy arises.
"That's how my phone rings. Someone comments in the group, gives me my contact information, and half an hour later I get a message from someone new asking for a quote," the entrepreneur revealed.

Over time, this reputation has grown to the point of attracting international attention. Representatives from companies like Huawei and EcoFlow have visited Fernando's office to see the installations his team has built.

"They come from China to see firsthand how we execute our projects. This is the result of ongoing work since 2018," he says. Despite the growth, Fernando emphasizes that it's not an overnight success.
"Making millions in projects doesn't happen in a day or with a single contract. It involves many small projects well executed, with dedication, relationships, and trust," he explained.

Today, he doesn't invest in online advertising. His advertising is word of mouth, the recognition of those who saw the results and recommend them without hesitation. "You have to build connections. And when the architect, engineer, or end client remembers you as a reference, then you become the protagonist of the energy that transforms homes and businesses," he concluded.

 

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