Ethical Energy

What Ethical Energy does

Ethical Energy Solar (DBA of Ethical Energy LLC, Florida-governed) is a privately held residential solar installer founded in 2020 and headquartered in York, Pennsylvania, with an additional service office in Pittsburgh. The company designs, sells, and installs photovoltaic solar panel systems for homeowners in Pennsylvania, Maryland, Delaware, and New Jersey, supplementing the core solar offering with Tesla Powerwall battery storage and an integrated Solar + Roofing replacement service. System designs are custom-engineered for each property's roof angle, orientation, and shading, and the company manages the full permitting, utility interconnection, and HOA approval workflow on behalf of the homeowner. Customer acquisition is direct-to-consumer via a no-pressure, consultative in-home sales model driven by phone intake (717-594-0003), website quote requests, localized SEO service-area pages, and earned-media amplification from a May 2025 partnership with Penn State Athletics that produced coverage across 500+ news outlets. Revenue is generated through a mix of one-time system sales (cash or solar loan) and recurring subscription revenue (solar lease and PPA programs structured as $0-upfront installations), with add-on economics from SREC income facilitation, battery storage, and roofing bundles; the firm has 11-50 employees, no disclosed external funding, and operates as a locally owned LLC without a parent company.

Name

Ethical Energy

Legal name

Ethical Energy LLC

Website

https://ethicalenergysolar.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Ethical Energy Solar is a privately held residential solar installer serving homeowners across Pennsylvania, Maryland, Delaware, and New Jersey with custom-engineered photovoltaic systems, Tesla Powerwall battery storage, and integrated roofing services, sold direct-to-consumer via in-home consultations and $0-upfront lease or PPA programs.

Ownership category

akta.pro rank

Product category

Residential Solar Installation Services

NAICS

Roofing Contractors (23816), Solar Electric Power Generation (221114)

SIC

Asphalt Paving & Roofing Materials (2950)

akta.pro primary industry

Solar EPC & Construction (Utility-Scale, Rooftop, Balance of System) (EUAMABAB)

akta.pro secondary industries

Renewable Distributed Generation (Rooftop/Onsite Solar, Small Wind, Small Hydro) (EUACALAJ), Solar Roofing & Roof-Mounted PV Systems (IMADAFAO)

Keywords

• Residential solar installation
• Solar panel systems
• Solar battery storage
• Solar lease financing
• Rooftop solar contractors

Headquarters

HQ city

Allentown

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Solar Panel System Sales and Installation: One-time installation of purchased solar systems where homeowners own the equipment outright. Revenue from system pricing, with multiple financing options including solar loans where monthly payments often equal or beat the old electric bill.
2. Solar Lease and PPA Programs: $0 upfront cost programs where homeowners don't pay to install solar, with lease payments or power purchase agreements for generated electricity. Most Pennsylvania homeowners qualify for $0 out of pocket installation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Ethical Energy Solar designs, sells, and installs residential rooftop solar photovoltaic systems (6.3 kW to 20.145 kW) for homeowners across Pennsylvania, Maryland, and Delaware. The company offers a turnkey service that covers custom system design, permitting, utility paperwork, HOA approvals, and grid interconnection, complemented by Tesla Powerwall battery storage and coordinated solar + roofing installations. Multiple financing options are available, including $0 upfront solar lease and PPA programs as well as cash/loan purchases.

Product overview

Ethical Energy Solar is a residential solar installation company offering a unified portfolio of solar energy solutions across Pennsylvania, Maryland, and Delaware. The core offering is Residential Solar Panels—a full-service installation that handles site assessment, custom system design, permitting, and grid interconnection. This core product is complemented by Solar Battery Storage (featuring Tesla PowerWall integration) for backup power and energy independence, and Solar + Roofing for coordinated roof replacement and solar installation. The company also facilitates Net Metering setup, enabling customers to monetize excess energy production through Pennsylvania's SREC program and utility grid credits. The portfolio supports multiple financing models including solar leases, PPAs, and loans, allowing $0 out-of-pocket installation for qualifying homeowners.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Solar Panels
• Solar Battery Storage
• Solar + Roofing

Quantifiable outcome

• Save $800-$1,200/year with typical residential solar system
• +5 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Penn State AthleticscoreGTM or Marketing Partner · 14 May 2025Ethical Energy Solar partnered with Penn State Athletics to promote energy independence. The partnership received coverage across over 500 news sites including Yahoo Finance, Associated Press, Business Insider, Benzinga, MSN, and other major outlets. This marketing partnership positions the company as a trusted local solar provider to Pennsylvania sports fans and the Penn State community.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PosiGen: Residential solar and efficiency installer focused on lower-to-middle income homeowners through lease/PPA structures — comparable customer financing model to Ethical Energy, primarily East Coast and Gulf states.
• Blue Raven Solar: Privately held U.S. residential solar installer using a regional dealer model with a BluePower+ financing product (analogous to Ethical Energy's lease/PPA offerings); operates in many of the same Mid-Atlantic and Northeast markets.
• Freedom Forever: National residential solar installer with in-house sales, financing (PPA/lease), and installation crews, comparable to Ethical Energy's vertically integrated direct-to-consumer model.
• Momentum Solar: Privately held residential solar installer with direct-to-consumer sales motion, lease/PPA financing, and battery storage offerings, expanding aggressively into the Northeast — a near-direct comparable in business model and customer profile.
• Green Home Systems: Regional residential solar installer in the Mid-Atlantic and Southeast offering in-house design, permitting, and installation with PPA/loan options — directly comparable in scale and operating model to Ethical Energy.
• Trinity Solar: One of the largest privately held residential solar installers in the U.S., headquartered in New Jersey and serving the Northeast/Mid-Atlantic — directly overlapping Ethical Energy's geographic and product focus on residential rooftop PV with full-service installation.
• ADT Solar (now Cornerstone Building Brands solar channel): Residential solar installer that grew out of ADT's home services channel; uses door-to-door and direct-to-consumer sales similar to Ethical Energy, with national reach into the Mid-Atlantic.
• Lumio (formerly known as X-energy solar arm): Emerging residential solar installer leveraging a software-enabled sales and design platform; competes with Ethical Energy for the same homeowner customer base with a more tech-forward delivery model.

Broad incumbents

• Sunrun: Largest U.S. residential solar, battery, and energy services company with national footprint and a lease/PPA-led business model — directly comparable to Ethical Energy's customer financing approach but operating at vastly greater scale across many states.
• Tesla Energy: Operates Tesla Solar (residential rooftop PV) and the Powerwall battery — directly competes with Ethical Energy on integrated solar + storage, and powers the Powerwall product Ethical Energy resells.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ethical Energy