During the 5th edition of the Canal Conecta, the panel "Challenges of Subscription Solar Energy" brought together executives from iGreen Energy, Flora Energia and Prime Energy to discuss the main obstacles and opportunities of this business model, which is growing rapidly in Brazil.
The speakers highlighted that, despite advances, subscription solar energy still faces challenges linked to consumer misinformation (albeit to a lesser extent than before) and bureaucracy at distributors.
Furthermore, they pointed out that the success of the model depends on companies placing the customer at the center of the operation — ensuring a simple, transparent, and reliable journey.
Bringing clean energy to those who cannot install panels
Amanda Durante, CEO of iGreen Energy, highlighted that the company was born from the need to show Brazilians that it is possible to have clean energy even without installing solar panels on the roof of a residence.
"We connect the generator and the consumer, and we strongly believe in the engagement of our sales and service team, because in the end, what matters is not the price, but who serves you best," she said.
With a sales model based on energy advisor — independent consultants who work door-to-door — the company has 19 PJ salespeople, responsible for connecting consumers to solar energy generators.
Amanda explains that 70% of sales revenue goes to the consultants, while 30% goes to the company. The executive emphasized that the model's success depends on offering simplicity and trust to the customer.
"Consumers want cheaper, renewable energy and efficient service. They need a good experience and feel secure when it comes to saving on their electricity bill," he commented.
What are the challenges and prospects for subscription solar energy in Brazil?
Credibility and simplicity are essential
Roberto Cavalieri, co-founder and COO of Flora Energia, reinforced that the biggest barrier at the beginning of the model was consumer distrust.
"When we introduced the product, people liked it, but they thought it was a gimmick. They thought it was impossible to get a discount on their electricity bill without installing anything at home," he revealed.
To get around the problem, Flora adopted a strategy inspired by gympass, offering the energy subscription benefit initially to employees of partner companies and then expanding the model.
"Our focus has shifted to providing solutions to employees, suppliers, and corporate ecosystems, exploring partnerships that bring simplicity and credibility to reaching new customers."
Cavalieri also pointed out that today integration with distributors is a critical factor in the consumer experience.
"The distributor is the one who bills the customer and offsets the credits. If something goes wrong and the customer receives two bills at once, our brand receives the complaint. We need to be integrated and attentive to ensure a good experience."
Open Energy as a solution to unlock the sector
For Júnior Framil, marketing director at Prime Energy, the progress of Open Energy — a model inspired by Open Banking — can help overcome obstacles to transparency and integration with distributors.
"The distributor transforms digital data into paper—the invoice. Open Energy would facilitate this process and make the flow more agile and reliable," he analyzed.
The executive also highlighted that transparency and constant communication with the customer are essential, especially when there are delays or interruptions in the connection with the distributor.
"When a client's project stalls, maintaining contact, alignment, and clarity is essential. The challenge of managing transparency, scale, and volume without losing credibility is truly enormous. Open Energy would be a shortcut to resolving several of these issues," he assessed.
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