True South Solar

What True South Solar does

True South Solar is a privately held, founder-owned solar and battery energy storage system (BESS) installer headquartered in Ashland, Oregon, serving exclusively the Southern Oregon market (Jackson and Josephine Counties), with a secondary office in Central Point. Founded in 2010 by Eric Hansen, a NABCEP-affiliated licensed electrician, the company delivers rooftop and ground-mounted photovoltaic (PV) systems for residential homeowners and a growing commercial cohort spanning businesses, schools, nonprofits, and government entities. Core product offerings include residential and commercial PV installations using Qcells Q.TRON and Maxeon panels, integrated with battery storage options spanning Tesla Powerwall 3, FranklinWH aPower 2 (with Storm Hedge weather pre-charging and Black Start), Sol-Ark 15K hybrid inverters paired with SimpliPHI LiFePO4 batteries, and ELM Microgrid Solutions for commercial-scale on-site storage islanding.

The company operates a fully in-house, vertically integrated delivery model: solar advisors handle sales and free site consultations; in-house designers, NABCEP-certified installers, and licensed electricians perform design, permitting, incentive filing, installation, and post-sale service. No subcontractors or third-party resellers are used, and all 32 team members are direct employees with more than 20% having served the company for over a decade. Revenue is generated primarily through one-time system sales (cash or financed), with financing facilitated through a partnership with Evergreen Federal Bank offering $0 down, 7- or 10-year loans. Secondary revenue comes from battery retrofits, ongoing monitoring and service contracts, panel removal/reinstallation for roof replacements, and warranty work. Customer acquisition leans on content marketing (Solar Stories blog, email newsletter), 252 Google reviews averaging 4.9 stars, a $500 referral program, and dense local community sponsorship and chamber-of-commerce participation rather than paid advertising.

Strategic differentiation rests on hyper-local focus and longevity: more than 1,100 installations across a single two-county region, Energy Trust of Oregon Trade Ally status, Oregon CCB# 189906 licensure, and ability to navigate USDA REAP grants (up to 50% of cost), the 30%+ federal Investment Tax Credit, and state-level incentives such as the City of Ashland $600 PV incentive. The company explicitly states it will not expand beyond Southern Oregon or into California, signaling a depth-over-breadth growth posture over rollup-style geographic expansion.

Name

True South Solar

Legal name

True South Solar

Website

https://truesouthsolar.net

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

True South Solar is a privately held, founder-owned solar PV and battery energy storage installer founded in 2010, serving residential and commercial customers exclusively across Southern Oregon (Jackson and Josephine Counties) with a 32-person in-house team and 1,100+ installations completed.

Ownership category

akta.pro rank

Product category

Solar PV and Battery Energy Storage System Installation Services

NAICS

Solar Electric Power Generation (221114)

SIC

Electrical Work (1731)

akta.pro primary industry

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

akta.pro secondary industries

Commissioning, Testing & Energization Services (Pre-Commissioning, Grid Code Compliance) (EUAMAFAK), Owner’s Engineering, Grid Interconnection & System Studies (PVsyst/Performance Modeling, Protection Studies) (EUACAGAG)

Keywords

• Residential solar installation
• Commercial solar installation
• Battery energy storage
• Solar panel systems
• Solar financing incentives

Headquarters

HQ city

Ashland

HQ country

United States

HQ region

North America

Offices2 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 installation: Design and installation of solar PV systems for residential and commercial customers. Revenue is generated through one-time system sales, including both cash purchases and financed/loaned systems. The company handles everything from site assessment through final installation and interconnection.
2. Battery energy storage system installation: Installation of battery storage solutions (Tesla Powerwall, FranklinWH, Sol-Ark) as standalone upgrades or paired with new solar systems. Can be added to existing solar installations or bundled with new systems at time of purchase.
3. Solar financing and loans: Facilitates $0 down solar loans with low monthly payments through Evergreen Federal Bank, providing installment financing that allows customers to pay for their solar system over time. Revenue generated from the financing arrangement.
4. Service and maintenance: Post-installation service department offering system monitoring, troubleshooting, solar panel removal and reinstallation for roof replacements, warranty claims, and annual check-up plans for ongoing system maintenance.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

True South Solar designs, permits, installs, and services solar photovoltaic panel systems and battery energy storage solutions (Tesla Powerwall 3, FranklinWH, Sol-Ark) for residential and commercial customers in Southern Oregon. The company handles all project phases in-house — sales, design, permitting, incentive filing, installation, and post-sale monitoring — and provides access to financing through partner Evergreen Federal Bank. Services include feasibility studies, REAP grant assistance, and ongoing operations and maintenance for commercial customers.

Product overview

True South Solar is a residential and commercial solar panel and battery energy storage system installation company serving Southern Oregon. Their product portfolio centers on rooftop and ground-mounted solar electric systems paired with battery storage solutions. Key battery storage products include Tesla Powerwall 3, FranklinWH aPower 2, and Sol-Ark 15K hybrid inverters paired with SimpliPHI batteries. For solar panels, they offer Qcells Q.TRON and Maxeon panels. Commercial clients can access ELM Microgrid Solutions for larger-scale energy storage. The company provides comprehensive services from sales and design through permitting, installation, and ongoing maintenance, with financing options available.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Solar Panel Installation Rooftop and ground-mounted solar electric system installation for homeowners in Southern Oregon, providing energy independence and reduced utility bills. The service includes custom design, permitting, incentive filing, installation, and interconnection.
• Commercial Solar Installation Solar electric system installation for businesses, schools, nonprofits, and government organizations in Southern Oregon. Services include feasibility studies, custom design, REAP grant application assistance, and ongoing operations and maintenance agreements.
• Battery Energy Storage Systems (BESS)

Quantifiable outcome

• Over 1,100 solar panel installations completed since 2010 in Southern Oregon
• +4 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

14 partnerships are on record, tiered core and secondary.

• ELM Microgrid SolutionscoreTechnology or IntegrationELM Microgrid Solutions is a chosen partner for commercial-scale on-site energy storage solutions. Their products enable commercial and institutional customers to 'island' their on-site energy production so that power can be used when the grid goes down. True South Solar recommends ELM Microgrid products as the go-to solution for commercial battery storage.
• FranklinWH (Franklin Whole Home Solutions)coreTechnology or IntegrationFranklinWH offers the aPower 2 battery system (15 kWh capacity, 10 kW continuous power) and aGate energy management controller. True South Solar is an authorized installer of FranklinWH products, offering whole-home backup with smart energy management as a key battery storage option.
• Sol-ArkcoreTechnology or IntegrationSol-Ark is a Veteran-owned solar and energy storage technology company and the second-most popular home energy storage manufacturer in the U.S. True South Solar installs the Sol-Ark 15K hybrid inverter, which offers 15,000 watts of power, 96.5% efficiency, and works with virtually any battery type.
• Tesla (Powerwall)coreTechnology or IntegrationTrue South Solar is a Tesla Powerwall Premier Installer (Certified Installer of Powerwall 3). Powerwall 3 provides 11.5 kW of continuous output for whole-home backup with up to 10 units scalable. The partnership enables True South Solar to offer Tesla's most popular home energy storage product.
• Qcells (Hanwha Q CELLS)coreTechnology or IntegrationTrue South Solar installs Qcells Q.TRON BLK M-G2+ solar panels featuring TOPCon N-type Q.ANTUM NEO Technology with up to 22.5% efficiency and 440Wp output. Panels are backed by a 25-year product and performance warranty and are proudly assembled in the USA.
• Maxeon Solar TechnologiessecondaryTechnology or IntegrationMaxeon solar panels (Maxeon 3) offer 21.9% efficiency and are engineered to withstand extreme weather conditions. True South Solar has installed Maxeon panels at Mt. Ashland and throughout the Rogue Valley over the past decade.
• SimpliPHI (Briggs & Stratton Energy Products)secondaryTechnology or IntegrationSimpliPHI 6.6 kWh lithium iron phosphate (LiFePO4) battery is offered as the recommended battery complement to Sol-Ark inverters. Features up to 10,000 cycle life, safety-oriented chemistry, and scalable modular design up to 19.95 kWh in a 3-stack configuration.
• Stracker SolarsecondaryTechnology or IntegrationStracker dual-axis solar trackers are referenced as an option for customers without adequate roof space. True South Solar has installed Stracker units throughout Southern Oregon as iconic high-output installations.
• Energy Trust of OregoncoreStrategic or Co-development PartnerTrue South Solar is an Energy Trust of Oregon Trade Ally, helping customers access state and utility rebates. For Pacific Power customers, incentives include Solar Development Assistance (max $2,500), Battery Storage Development Assistance (max $5,000), Solar electric incentive (max $15,000), and Battery storage incentive (max $15,000). Income-qualified programs like Solar Within Reach are also available.
• Oregon Solar + Storage Industries Association (OSSIA)secondaryOthersTrue South Solar is a member of the Oregon Solar + Storage Industries Association, the state's trade association for the solar industry.
• Solar Energy Industries Association (SEIA)secondaryOthersTrue South Solar is a member of SEIA, the national trade association for the solar energy industry.
• City of Ashland UtilitysecondaryStrategic or Co-development PartnerCity of Ashland offers a Solar Electric (PV) Incentive Program providing $600 paid directly to customers after inspection. True South Solar helps customers in Ashland access this incentive and navigate the program.
• Pacific PowersecondaryOthersPacific Power is the primary utility serving Southern Oregon. They implement Public Safety Power Shutoff (PSPS) programs that create demand for battery backup. They also offer various solar and storage incentives through the Energy Trust of Oregon for their customers.
• Southern Oregon Regional Economic Development Inc. (SOREDI)secondaryOthersTrue South Solar is a member of SOREDI, supporting regional economic development efforts in Southern Oregon.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ReVision Energy: Mission-driven, employee-owned residential and commercial solar and heat pump installer serving Maine, New Hampshire, and Massachusetts. Highly comparable to True South Solar in its vertically integrated, locally focused, values-driven installer model with strong workforce tenure and customer-rated service quality.
• Imagine Energy: Oregon-based residential and commercial solar installer with offices in Bend and Portland. Closely comparable to True South Solar in regional Pacific Northwest footprint, focus on battery storage, and engagement with Oregon state incentives and utility rebate programs.
• Elemental Energy: Portland, Oregon-based solar installer serving residential and commercial customers across the Pacific Northwest. Comparable to True South Solar in residential and small commercial solar and battery storage installation services and in leveraging Oregon state incentive programs.
• GreenSpark Solar: Values-driven, locally focused residential and commercial solar installer headquartered in Rochester, New York. Comparable to True South Solar in mission-driven, employee-oriented culture and vertically integrated residential and small commercial solar installation.
• Sunlight Solar Energy: Pacific Northwest residential and commercial solar installer based in Oregon with services across Oregon and Washington. Comparable to True South Solar in regional solar EPC model, battery storage offerings, and reliance on state and utility incentives.
• Lumio (formerly Trinity Solar): One of the largest privately held residential solar installers in the U.S., serving homeowners across the Northeast and Mid-Atlantic with solar and battery storage. Comparable to True South Solar in residential solar and storage installation and in incentive-driven go-to-market, though operating at substantially larger scale.

Broad incumbents

• Sunrun: Largest U.S. residential solar, battery storage, and home energy services company with national direct sales and lease/PPA financing. Comparable to True South Solar in residential solar and battery storage end markets, though operating at vastly greater scale with national brand reach.
• Tesla Energy (Tesla Solar): National residential and commercial solar and storage provider offering Powerwall and solar roof through direct and certified installer channels. Comparable to True South Solar because True South is a certified Tesla Powerwall Premier Installer and competes with Tesla's direct-to-consumer offering in overlapping geographies.

Regional players

• Greenwired: Small residential and commercial solar installer serving Humboldt County, California, mentioned in True South Solar's own installer biographies as a prior employer of a team member. Comparable as a similarly sized, locally rooted installer operating in a different but adjacent Pacific Coast region.
• Sandbar Solar & Electric: Locally owned residential and commercial solar and electrical contractor serving California's Central Coast (Santa Cruz and Monterey). Comparable to True South Solar as a similarly sized, mission-driven regional installer with in-house electrical crews and a focus on backup power, though geographically adjacent rather than overlapping.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@truesouthsolar6288
• Facebookfacebook.com/truesouthsolar
• Instagraminstagram.com/truesouthsolar
• Xx.com/truesouthsolar
• LinkedInlinkedin.com/company/true-south-solar

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

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 True South Solar