SunWatts
SunWatts is a Cleveland-based private solar e-commerce company selling pre-configured solar kits (4kW–1MW) and components from 70+ brands directly to US homeowners, businesses, and institutional buyers, with design services and a contractor network for installation.
- Company typePrivate
- Founded2009
- HeadquartersCleveland, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What SunWatts does
SunWatts is a privately held solar energy e-commerce company headquartered in Cleveland, Ohio, founded around 2007-2009. The company sells pre-configured solar kits and individual components — solar panels, inverters, batteries, and mounting systems — through a direct-to-consumer storefront at sunwatts.com, supplemented by phone sales and a nationwide Contractors Solar Network that delivers professional installation without referral fees. Its product catalog spans 70+ equipment brands including Mission Solar, Hyundai, Peimar, Maxeon, ZNShine, SolarEdge, Enphase, SMA, Sol-Ark, BYD, Fortress, Tesla PowerWall, LG RESU, and IronRidge, with kit configurations ranging from 4 kW residential systems to 1 MW utility-scale arrays. The company supports both DIY and full-service installation, bundles permit-ready design plans, and facilitates third-party financing (green loans, home improvement loans, solar leases, PPAs, municipal funding, crowdfunding).
The business operates on a unit-pricing hardware distribution model with one-time equipment sales (kits ranging from approximately $9,900 to over $50,000), design services starting at $449, professional installation fees of $10,000-$33,000, and battery storage add-ons from $7,800 to $62,000. Customer segments include individual homeowners (primary), commercial properties, solar contractors (as a channel), and several institutional verticals — churches, agricultural operations, multi-unit housing, government facilities, schools, and warehouses. The company is led by founder and CEO Richard Goebel and operates with a lean team of 1-10 employees, with no disclosed external funding. Marketing relies on content marketing, SEO, an educational learning center, and organic e-commerce conversion.
The company's reported scale signals include 15 years in operation, nationwide US shipping and installation coverage, and a cumulative customer utility savings figure exceeding $25 million (a customer-side metric, not company revenue). No disclosed revenue, headcount beyond the 1-10 range, or institutional investment is present in the source material, and there is no evidence of proprietary software, AI/ML capabilities, or intellectual property portfolio.
SunWatts firmographics
Firmographics- Name
- SunWatts
- Legal name
- SunWatts
- Website
- https://sunwatts.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SunWatts is a Cleveland-based private solar e-commerce company selling pre-configured solar kits (4kW–1MW) and components from 70+ brands directly to US homeowners, businesses, and institutional buyers, with design services and a contractor network for installation.
- Ownership category
- akta.pro rank
SunWatts industry classification
Industry- Product category
- Solar Equipment Retail
- NAICS
- Home Centers (444110)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Solar Roofing & Roof-Mounted PV Systems (IMADAFAO)
- akta.pro secondary industry
- Solar Financing, Leasing & Ownership Platforms (Tax Equity, PPA, Securitization) (EUAMABAJ)
Keywords
Where SunWatts is headquartered
LocationHeadquarters
- HQ city
- Cleveland
- HQ country
- United States
- HQ region
- North America
Markets served
SunWatts business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Solar Equipment Sales: Primary revenue stream from selling pre-configured solar kits, individual solar panels, inverters, mounting equipment, and batteries. Products range from $9,900 (5.2kW Hyundai kit) to $50,000+ (25kW systems). One-time product sales with varying configurations based on customer needs.
- Solar Design Services: Custom solar permit plan preparation by experienced technicians, priced starting at $449. Design fee is credited toward purchase of complete kit, creating an upsell opportunity for equipment sales.
- Professional Installation Services: Full-service professional installation by licensed contractors including labor, wiring, electrical setup, building permit, utility approval, inspection, and monitoring setup. Installation fees range from $10,000 to $33,000 depending on system size and roof type.
- Solar Financing: Facilitates financing through partnerships with green loans, home improvement loans, home equity loans, solar leases, power purchase agreements (PPA), municipal funding, and crowdfunding options. Acts as intermediary rather than direct lender.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level residential kits (4-6 kW) |
| Unit Pricing | Pay-as-you-go | Mid-range residential kits (7-12 kW) |
| Unit Pricing | Pay-as-you-go | Large residential / small commercial kits (15-25 kW) |
| One time/ perpetual license | Pay-as-you-go | Solar Design Service |
| Other | Pay-as-you-go | Professional Installation - Shingle Roof |
| Other | Pay-as-you-go | Professional Installation - Tile/Flat Roof |
| Other | Pay-as-you-go | Professional Installation - Ground Mount |
| Unit Pricing | Pay-as-you-go | Battery Storage Add-ons |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
SunWatts product offering
Product offeringCore offering
SunWatts sells pre-configured solar kits (Off Grid, Grid Tie, and Mobile) and individual solar components—panels, inverters, batteries, and racking—direct to consumers through its online store. Customers can self-install with permit-ready designs or hire SunWatts' nationwide network of licensed installers for professional installation, with optional solar financing offered at checkout.
Product overview
SunWatts is a solar energy e-commerce company offering pre-configured solar kits and individual components for residential, commercial, and utility-scale installations. The core product line consists of Solar Kits (ranging from 4 kW to 1 MW, available in grid-tie, hybrid, and off-grid configurations), complemented by individual Solar Panels from branded manufacturers (Mission Solar USA-made, Maxeon/SunPower, Hyundai, Peimar, ZNShine), Solar Inverters (SolarEdge Home Hub, Enphase microinverters, SMA Sunny Boy, Sol-Ark hybrid), Solar Batteries (Tesla PowerWall, LG RESU, BYD, Fortress Power, FranklinWH), and Solar Mounting systems (IronRidge, UniRac). The company also provides value-added services including custom Solar Design (starting at $449), professional Installation services, and various Solar Financing options. Products are designed for both DIY installation and full-service professional deployment, with permit plans and technical support included.
Differentiator
Problem solved
Functional benefit
Products and services
- Off Grid Solar Kits Pre-configured solar kits designed for properties without grid access, bundling panels, inverters, batteries, and racking sized to the customer's loads for residential or remote off-grid use.
- Grid Tie Solar Kits Pre-configured grid-tied solar kits combining panels, inverters, and racking for homeowners and small businesses that want to feed solar power back to the utility grid.
- Mobile Solar Kits Compact solar kits tailored for RVs, boats, vans, and other mobile or remote applications, bundling panels, charge controllers, inverters, and mounting hardware.
- Solar Panels Standalone photovoltaic solar panels from brands like Mission Solar and Q Cells, sold individually to supplement kits or build custom solar arrays.
- Solar Inverters Standalone solar inverters from manufacturers including SolarEdge, Enphase, Sol-Ark, and Outback, sold to convert DC solar output to usable AC power in custom configurations.
- Solar Batteries and Battery Banks Standalone solar batteries and pre-built battery banks for energy storage and backup power in off-grid or grid-tied solar systems.
- Solar Mounting and Racking Standalone mounting and racking hardware for attaching solar panels to rooftops or ground mounts.
- Solar System Design Service Free system design service that produces permit-ready plans for DIY and professionally installed solar systems, helping customers size equipment to their loads.
- Solar Installation Service Professional solar installation delivered through SunWatts' nationwide network of licensed installers, providing turnkey setup for customers who do not want a DIY install.
- Solar Financing Third-party solar financing offered at checkout so customers can finance the purchase of a solar kit and associated installation.
Quantifiable outcome
- More than $25 Million in utility savings generated for customers
- +2 more outcomes
Companies that use SunWatts
Customer profileSegments9 records
Ideal customer profiles3 records
SunWatts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SunWatts partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Contractors Solar NetworkcoreNetwork of licensed electricians, roofers, and general contractors who perform solar installation services for SunWatts customers nationwide. No prior solar experience required for contractors. State licensed or certified electricians, roofers, or general contractors eligible to join. SunWatts provides complete permit designs and customers have signed contracts with contractors. No referral fees charged for full-service installation projects.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
SunWatts competitors and assessment
Company assessmentDirect peers
- Unbound Solar: Online solar kit retailer carrying multiple tier-1 panel and inverter brands with optional installer referral, comparable to SunWatts's direct-to-consumer mix-and-match configurator.
- ShopSolar.com: Direct-to-consumer solar e-commerce platform bundling kits, financing, and installer matching; competes head-to-head with SunWatts in the residential digital funnel.
- Wholesale Solar: Direct-to-consumer online retailer of pre-engineered solar kits and components (Renogy, Outback, SMA, etc.) with DIY and pro-install options; nearly identical business model to SunWatts.
- GoGreenSolar: Online solar kits and components retailer offering custom string and microinverter configurations with in-house plus partner installer fulfillment, mirroring SunWatts's kit/DIY/pro model.
- altE Store (Alternative Energy Storee): E-commerce solar/alt-energy retailer selling panels, inverters, charge controllers, and DIY kits to residential and off-grid customers; same online-first kit distribution model.
Emerging players
- EnergySage: Online solar marketplace aggregating multiple installers and equipment options for comparison shopping; overlaps SunWatts's research-and-quoting top-of-funnel and equipment configurator without doing install itself.
- Pick My Solar: Digital solar marketplace and concierge that connects homeowners to vetted installers using kit-style pricing; competes with SunWatts's instant online quote and full-service pathway.
Broad incumbents
- Tesla Energy (Solar): Vertically integrated solar arm offering Tesla solar panels, Solar Roof, Powerwall, and full-service install plus financing; competes on residential bundles where SunWatts's Tesla Powerwall kits are sold.
- Sunrun: National residential solar installer with proprietary PPA/lease financing and battery add-ons; overlapping with SunWatts's full-service installation offering, especially on financed deals.
- SunPower (Maxeon): Established U.S. residential and commercial solar installer carrying Maxeon/Equinox panels (which SunWatts resells); adjacent competitor where one is the equipment supplier and the other the integrator.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SunWatts social profiles
Digital presenceSunWatts financial estimates
Financial estimateRevenue estimate
Valuation estimate
SunWatts leadership team
Management profileNumber of profiles
Profiles1 record
SunWatts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SunWatts M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SunWatts
What does SunWatts do?
SunWatts sells pre-configured solar kits (Off Grid, Grid Tie, and Mobile) and individual solar components—panels, inverters, batteries, and racking—direct to consumers through its online store. Customers can self-install with permit-ready designs or hire SunWatts' nationwide network of licensed installers for professional installation, with optional solar financing offered at checkout.
Is SunWatts a public or private company?
SunWatts is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SunWatts founded?
SunWatts was founded in 2009. It employs 1 to 10 people.
Where is SunWatts based?
SunWatts is headquartered in Cleveland, United States, in the North America region.
How does SunWatts make money?
Four revenue lines are on record. Solar Equipment Sales are the primary driver. The others are solar Design Services, professional Installation Services and solar Financing.
Who are SunWatts's main competitors?
Direct peers on record are Unbound Solar, ShopSolar.com, Wholesale Solar, GoGreenSolar and altE Store (Alternative Energy Storee). Emerging players are EnergySage and Pick My Solar. Broad incumbents are Tesla Energy (Solar), Sunrun and SunPower (Maxeon).
Does SunWatts have an API?
No public API is recorded for SunWatts.
What industry is SunWatts in?
SunWatts's product category is Solar Equipment Retail. Its primary akta.pro industry code is IMADAFAO, Solar Roofing & Roof-Mounted PV Systems, with a secondary code of EUAMABAJ, Solar Financing, Leasing & Ownership Platforms (Tax Equity, PPA, Securitization). Its NAICS code is 444110 and its SIC code is 5200.