StraightUp Solar
StraightUp Solar is a turnkey solar EPC firm founded in 2006 that designs, installs, and maintains photovoltaic systems, battery storage, smart panels, and EV charging for residential, commercial, governmental, agricultural, educational, and nonprofit customers across Missouri and Illinois.
- Company typePrivate
- Founded2006
- HeadquartersSt Louis, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What StraightUp Solar does
StraightUp Solar is a turnkey solar EPC (engineering, procurement, and construction) firm headquartered in St. Louis, Missouri, with additional offices in Bloomington and Marion, Illinois. Founded in 2006 and operating under the same ownership since inception, the company designs, installs, and maintains photovoltaic (PV) solar systems for residential, commercial, industrial, governmental, educational, agricultural, nonprofit, and small business customers across Missouri and Illinois, with more than 3,000 installations completed to date. The core technology stack centers on Tier 1 PV modules (400W-485W) paired with string inverters, Enphase microinverters, or SolarEdge power optimizers, supplemented by battery storage (Tesla Powerwall, Enphase IQ Battery, FranklinWH aPower2), SPAN smart panels for circuit-level energy management, and Level 2 EV charging stations. The company has invested heavily in workforce credentials, with more than half of its 51-100 person team holding NABCEP certification, and holds specialized installer designations from Tesla, Enphase, FranklinWH, and SPAN.
The business model is primarily project-based: one-time installation revenue from system design, permitting, EPC, and commissioning, with residential projects typically priced at $20,000-$60,000 before incentives and commercial projects ranging into the multi-megawatt scale. Ancillary recurring revenue comes from operations and maintenance (O&M) and monitoring service contracts covering both StraightUp-installed and third-party systems. Customer acquisition is multi-channel, combining direct enterprise field sales with dedicated Project Developers, inside sales, self-service web quoting tools, a paid referral program ($500 per residential installation, $10/kW for commercial systems over 50kW), and community engagement. Financing partnerships with Clean Energy Credit Union, plus Illinois Power Purchase Agreements and the Illinois Solar for All program, expand the addressable buyer base. StraightUp is a Certified B Corporation since 2015, a member of the Amicus Solar Cooperative, and holds designations including TIPS Approved Vendor and Ameren Missouri EV Partner, which collectively lower procurement friction for institutional buyers.
StraightUp Solar firmographics
Firmographics- Name
- StraightUp Solar
- Legal name
- StraightUp Solar LLC
- Website
- https://straightupsolar.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- StraightUp Solar is a turnkey solar EPC firm founded in 2006 that designs, installs, and maintains photovoltaic systems, battery storage, smart panels, and EV charging for residential, commercial, governmental, agricultural, educational, and nonprofit customers across Missouri and Illinois.
- Ownership category
- akta.pro rank
StraightUp Solar industry classification
Industry- Product category
- Solar EPC Installation Services
- akta.pro primary industry
- Solar EPC & Construction (Utility-Scale, Rooftop, Balance of System) (EUAMABAB)
Keywords
Where StraightUp Solar is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
StraightUp Solar business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Solar Panel Installation: One-time installation revenue from designing and installing custom solar PV systems for residential homeowners and commercial clients including businesses, nonprofits, schools, government facilities, and agricultural operations. Projects range from small residential systems to large commercial arrays exceeding 1 MW.
- Operations & Maintenance Services: Ongoing service contracts providing monitoring, troubleshooting, preventive maintenance, and annual energy production reporting for installed solar systems. Includes service for both StraightUp-installed systems and those from other companies.
- Referral Program Revenue: The company offers a referral program where existing customers receive $500 per residential referral (or $10 per kW for commercial systems over 50kW) after the referred customer's system is installed, driving new customer acquisition through the existing customer base.
- EV Charging Station Installation: Installation of Level 2 electric vehicle charging stations for commercial properties, compatible with all EVs on the market, including integration with existing building energy management systems.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Residential Solar Systems |
| Subscription | Monthly | Solar Loan through Clean Energy Credit Union |
| Usage-based | Pay-as-you-go | Power Purchase Agreement (Illinois only) |
| One time/ perpetual license | Monthly | Home Equity Loan/HELOC |
| Other | Multi-year contract | Referral Program |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
StraightUp Solar product offering
Product offeringCore offering
StraightUp Solar is a turnkey solar EPC firm that designs, engineers, procures, installs, and maintains photovoltaic (PV) solar systems for residential, commercial, industrial, governmental, agricultural, educational, nonprofit, and faith-based customers in Missouri and Illinois. Core services include custom solar array and inverter installation, battery storage integration (Tesla Powerwall, Enphase IQ, FranklinWH aPower2), SPAN smart panel installation, Level 2 EV charging station installation, and ongoing operations, maintenance, and monitoring.
Product overview
StraightUp Solar is a turnkey residential and commercial solar energy design and installation firm serving Missouri and Illinois since 2006. Their product portfolio centers on solar photovoltaic (PV) arrays and solar inverters as core offerings, complemented by battery storage solutions (Tesla Powerwall, Enphase IQ Battery, FranklinWH aPower2), SPAN smart panels for circuit-level control, and Level 2 EV charging stations. All products are supported by installation services, solar monitoring, and operations & maintenance. They operate as an EPC (engineering, procurement, and construction) firm providing complete design-to-build solutions, with battery storage and smart panels functioning as add-on modules that integrate with the core solar PV system. Financing options are available through Clean Energy Credit Union partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- Residential Solar Installation Turnkey rooftop solar PV system design, engineering, permitting, installation, interconnection, and ongoing monitoring for Missouri and Illinois homeowners. Includes custom system sizing, financing facilitation, and a 10-year workmanship warranty plus 10-year production guarantee.
- Commercial Solar Installation (EPC) Engineering, procurement, and construction (EPC) of commercial, industrial, nonprofit, government, agricultural, school, and institutional solar arrays. Includes PPA and Direct Pay financing options for nonprofits, and support for federal ITC, accelerated depreciation, and Illinois SREC incentives.
- Tesla Powerwall Battery Installation Home battery storage installation service using Tesla Powerwall and Powerwall 3 products, including Tesla Gateway integration and Storm Mode configuration for severe weather preparation.
- Enphase IQ Battery Installation Modular Enphase IQ Battery storage installation with Enphase iQ8 microinverter 'sunshine backup' capability and Storm Guard automatic grid-outage preparation, integrated with the Enphase App.
- FranklinWH aPower2 Battery Installation Whole-home battery installation service integrating solar, battery, grid, generator, and EV power sources via FranklinWH aPower2 15kWh units capable of starting a 5-ton AC unit.
- SPAN Smart Panel Installation Installation of SPAN smart electrical panels with mobile-app circuit-level energy control, automated load shedding, and real-time system updates; designed to pair with solar and battery storage.
- EV Charging Station Installation Level 2 EV charging station installation for commercial properties, including wall-mounted and standalone parking lot units from ClipperCreek (HCS and CS series), compatible with all EVs and integrable with building energy management systems.
- Solar Monitoring Services System performance tracking via online monitoring portals linked to inverters, providing real-time energy production visibility, efficiency monitoring, and annual energy production reporting.
- Operations and Maintenance (O&M) Custom solar O&M plans including scheduled preventive maintenance, continuous alert monitoring, system performance reviews, and corrective maintenance; service available for both StraightUp-installed systems and equipment from other installers.
Quantifiable outcome
- 3,000+ installations completed since 2006 under same ownership
- +4 more outcomes
Companies that use StraightUp Solar
Customer profileNamed customers20 records
Segments8 records
Ideal customer profiles7 records
StraightUp Solar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
StraightUp Solar partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Tesla EnergycoreStraightUp Solar is a Tesla Powerwall Certified Installer for eastern Missouri and Illinois. They install Tesla Powerwall and Powerwall 3 battery products and are eligible for the Tesla Next Million Powerwall Rebate program offering up to $1,000 back on orders placed by June 30, 2026.
- Enphase EnergycoreStraightUp Solar offers Enphase IQ Battery products and Enphase iQ8 inverters with 'sunshine backup' capability that can provide electricity during daylight hours even if the power is down. Enphase products include the Storm Guard feature for automatic preparation for grid outages.
- SPAN (Span.IO)coreStraightUp Solar installs SPAN smart panels that replace standard electrical panels and sync with an app for greater control of home energy loads. SPAN panels work best when combined with solar and battery storage solutions for total outage protection and energy management.
- Amicus Solar CooperativecoreStraightUp Solar is a member of Amicus Solar Cooperative, a 100% member-owned solar purchasing organization with 80+ member-owner companies. Through the cooperative, StraightUp accesses cost advantages including discount pricing, favorable credit terms, and rebates. The Amicus Vendor Selection Committee screens panels for quality and performance.
- NABCEP (North American Board of Certified Energy Practitioners)coreOver half of StraightUp Solar team members are NABCEP-certified, meeting the industry's gold standard for solar professionals. This certification ensures high-quality installation and design standards.
- TIPS (The Interlocal Purchasing System)minorStraightUp Solar is a TIPS Approved Vendor, allowing school districts and municipalities to contract directly without RFP processes through the national purchasing cooperative.
Scale indicators5 records
Recent moves7 records
Expansion highlights7 records
StraightUp Solar competitors and assessment
Company assessmentDirect peers
- Blue Raven Solar: Regional turnkey residential solar installer with operations across multiple U.S. states, offering in-house financing and battery add-ons. Direct peer to StraightUp given similar residential-focused business model, regional installer footprint, and emphasis on integrated financing plus installation.
- Freedom Forever: Residential and small-commercial solar installer operating across multiple U.S. states with turnkey design-to-installation services. Directly comparable business model to StraightUp Solar, targeting similar homeowner and small-business segments with bundled equipment and installation.
- Momentum Solar: Residential solar installer with presence in multiple U.S. regions, offering in-house design, installation, and battery solutions. Comparable to StraightUp as a vertically integrated regional solar EPC with a similar customer profile and battery-plus-solar product mix.
- Trinity Solar: One of the largest privately held residential solar installers in the U.S., operating across the East Coast and parts of the Midwest. Closely comparable regional installer model with turnkey solar + storage offerings and similar reliance on state and federal incentives.
- Lumio: Residential solar installer operating in multiple U.S. states with turnkey design and installation services. Comparable to StraightUp Solar as a turnkey residential-focused installer competing for similar middle-American homeowner customers.
- Green Home Systems: Regional turnkey solar installer offering residential and commercial PV plus battery solutions across several U.S. states. Comparable to StraightUp in business model, customer segments, and emphasis on integrated solar + storage + financing offerings.
Broad incumbents
- ADT Solar: National residential and light-commercial solar installer serving multiple U.S. states with turnkey solar plus battery solutions. Comparable to StraightUp as a turnkey solar EPC targeting homeowners and small businesses with integrated storage offerings, but operating at substantially greater scale.
- Sunrun: National residential solar installer and lease/PPA provider with broad U.S. footprint including Midwest markets. Comparable as a turnkey residential solar installer with battery storage offerings, but materially larger scale and capital base than StraightUp Solar.
- Tesla Energy: Tesla's solar and Powerwall business offers direct-to-customer solar plus storage installations nationwide. Comparable to StraightUp because Tesla Powerwall is one of StraightUp's core battery offerings, and Tesla Energy competes for the same residential solar+storage customer in Missouri and Illinois.
Others
- Amicus Solar Cooperative: 100% member-owned solar purchasing cooperative of which StraightUp is a member. Not a direct competitor but a structural comparable and enabling peer, as Amicus provides procurement scale, vetted vendor panels, and financing terms that materially shape StraightUp's cost structure and product selection.
Market position
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
StraightUp Solar social profiles
Digital presenceStraightUp Solar compliance and trust
Trust signalCompliance4 records
StraightUp Solar financial estimates
Financial estimateRevenue estimate
Valuation estimate
StraightUp Solar leadership team
Management profileNumber of profiles
StraightUp Solar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
StraightUp Solar 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 StraightUp Solar
What does StraightUp Solar do?
StraightUp Solar is a turnkey solar EPC firm that designs, engineers, procures, installs, and maintains photovoltaic (PV) solar systems for residential, commercial, industrial, governmental, agricultural, educational, nonprofit, and faith-based customers in Missouri and Illinois. Core services include custom solar array and inverter installation, battery storage integration (Tesla Powerwall, Enphase IQ, FranklinWH aPower2), SPAN smart panel installation, Level 2 EV charging station installation, and ongoing operations, maintenance, and monitoring.
Is StraightUp Solar a public or private company?
StraightUp Solar is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was StraightUp Solar founded?
StraightUp Solar was founded in 2006. It employs 51 to 100 people.
Where is StraightUp Solar based?
StraightUp Solar is headquartered in St Louis, United States, in the North America region.
How does StraightUp Solar make money?
Four revenue lines are on record. Solar Panel Installation is the primary driver. The others are operations & Maintenance Services, referral Program Revenue and EV Charging Station Installation.
Who are StraightUp Solar's main competitors?
Direct peers on record are Blue Raven Solar, Freedom Forever, Momentum Solar, Trinity Solar, Lumio and Green Home Systems. Broad incumbents are ADT Solar, Sunrun and Tesla Energy. Amicus Solar Cooperative is listed as an others.
Does StraightUp Solar have an API?
No public API is recorded for StraightUp Solar.
What industry is StraightUp Solar in?
StraightUp Solar's product category is Solar EPC Installation Services. Its primary akta.pro industry code is EUAMABAB, Solar EPC & Construction (Utility-Scale, Rooftop, Balance of System).