Expert Electrical

What Expert Electrical does

Expert Electrical is a family-owned Australian electrical contracting company headquartered in Brendale, Brisbane, Queensland, founded circa 2012 by head electrician and company principal Ben Jones, with Caleb serving as Director. The company specializes in the design, supply, and installation of solar photovoltaic systems, battery storage, off-grid/remote power solutions, EV chargers, air conditioning, and general electrical services for residential, commercial, and remote-property customers across Queensland, Central Queensland, and Northern New South Wales. Its core technical offering centers on grid-connected solar PV and complete off-grid systems combining panels (Longi, QCELLS, Hyundai, SolarWatt, REC), inverters (SMA, Fronius, FoxESS, Sigenergy, Sungrow), and lithium battery storage (BYD, Tesla Powerwall, Powerplus, Sonnen), with capability to handle non-standard installations such as shaded rooftops (via SMA ShadeFix and Tigo Optimisers) and stackable battery configurations scaling up to 983kWh.

The business operates a direct-sales model with no resellers or franchisees, capturing customers through phone enquiries, website forms, a self-service off-grid sizing calculator, and listings on third-party platforms such as SolarQuotes. Revenue is generated predominantly through one-time installation fees for hardware and labor, supplemented by professional-services revenue from ongoing maintenance programs (panel cleaning, performance testing, thermography reports, energy audits), air conditioning installation and servicing, and general electrical work. Pricing is publicly disclosed in tiered residential packages ($6,490 to $7,490 post-rebate) and off-grid bundles ($24,900 to $77,900), with the company handling federal STC rebate paperwork on the customer's behalf as a go-to-market lever that lowers upfront cost.

The company is a CEC-Approved Solar Retailer and Solar Accreditation Australia-certified installer, with SMA PowerUP Partner and SolarWatt Premium Partner accreditations. Customer concentration is low across an installed base of more than 10,000 solar systems over 13 years of operation, with named commercial customers spanning retail, healthcare, hospitality, and aquaculture verticals. The business faces a structural headwind from the planned phase-out of federal STC rebates by 2030, which simultaneously pulls near-term demand forward and creates a long-run revenue transition challenge.

Name

Expert Electrical

Legal name

Expert Electrical

Website

https://expertelectrical.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Expert Electrical is a family-owned Australian electrical contractor based in Brisbane, Queensland, that designs and installs solar PV, battery storage, off-grid power systems, EV chargers, and air conditioning for residential, commercial, and remote-property customers across Queensland and Northern NSW.

Ownership category

akta.pro rank

Headquarters

HQ city

Albany Creek

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Solar System Sales (Hardware + Installation): Complete solar power system supply and installation including solar panels, inverters, mounting hardware, and electrical connections. Includes both grid-connected and off-grid systems. Revenue is earned as a one-time payment at installation, with government STC rebates reducing upfront customer cost. The company handles all rebate paperwork on behalf of customers.
2. Battery Storage Systems: Sale and installation of battery storage systems (BYD, Powerplus, Tesla Powerwall, Sonnen, Sungrow) for residential and commercial properties, both as standalone upgrades and as part of full solar installations. Lithium batteries carry 10-year warranties.
3. Off-Grid System Packages: Bundled off-grid power packages combining solar panels, battery banks, inverters (SMA Sunny Island), and optional backup generators. Offered in tiered configurations (Budget Entry Level through Premium Big Boy) ranging from 5.81kW/8kWh to 15.77kW/48kWh.
4. General Electrical Services: Additional electrical services including switchboard upgrades, air conditioning installation, EV charger installation, hot water heat pumps, lighting, and general maintenance and repair for residential properties.
5. Service Programs and Maintenance: Ongoing service programs for installed solar and off-grid systems including panel cleaning, system testing, performance reviews (including thermography reports for insurance), and comprehensive energy audits. Available post-installation for all customers.
6. Air Conditioning Installation and Maintenance: Installation and servicing of split system and ducted air conditioning units, including split, multi-split, and zoned ducted systems for residential properties.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Expert Electrical is a family-owned Australian electrical contracting business that designs, supplies, and installs residential grid-connected solar PV systems, commercial solar systems, and complete off-grid/remote power packages combining solar panels, lithium battery storage, inverters, and backup generators. The company also installs residential EV chargers, split and ducted air conditioning, and provides general electrical services (switchboards, wiring, lighting) alongside ongoing maintenance and energy audit service programs. All installation work is performed by the company's own CEC-accredited electricians, and the company handles government STC rebate paperwork on behalf of customers.

Product overview

Expert Electrical is a family-owned Australian solar and electrical installation company based in Brendale, Brisbane, serving Queensland and surrounding areas since approximately 2012. The company operates as a single integrated service provider offering end-to-end solar and electrical solutions rather than a software platform. Their core offerings center on residential, commercial, and off-grid solar power systems with accompanying components including battery storage (BYD, Tesla Powerwall, Sungrow, Sonnen, Powerplus), inverters (SMA Sunny Boy, Sunny Tripower, Fronius), solar panels (Solarwatt, QCELLS, Longi, Hyundai, REC), EV charging, air conditioning, and general electrical services. The company also provides ongoing service programs including maintenance, panel cleaning, and energy audits. As a CEC-Approved Solar Retailer, they handle government rebate paperwork for customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Solar Power Systems Grid-connected solar PV installations for Queensland homes, offered across tiered packages (Platinum, Gold, Designer Recommended) using Longi, Hyundai, QCells, SolarWatt, and Fronius/SMA panel and inverter combinations, with government STC rebate paperwork handled on the customer's behalf.
• Commercial Solar Systems Individually designed and installed large-scale solar PV systems for Queensland businesses in retail, healthcare, hospitality, and agricultural sectors, using top-shelf brand partnerships (SMA, SolarWatt, QCELLS, Longi) with long-term warranties and ongoing service and maintenance.
• Off-Grid / Remote Power Systems Complete self-sufficient power packages combining solar panels, SMA Sunny Island inverters, lithium battery banks, and optional backup generators for remote, rural, or island properties disconnected from the grid, offered in tiered configurations (Budget Entry Level through Premium Big Boy) ranging from 5.81kW/8kWh to 15.77kW/48kWh.
• Battery Storage Solutions Sale and installation of lithium battery storage systems from BYD, Tesla Powerwall, Sungrow, Sonnen, and Powerplus for residential and commercial properties, both as standalone upgrades and as part of full solar installations, with stackable configurations ranging from 4kWh to 983kWh and 10-year product warranties.
• EV Charging (Residential) Electric vehicle charging station installation for homes, including integration with battery storage systems, offered to Queensland homeowners alongside solar PV and battery solutions.
• Air Conditioning Installation and Servicing Installation and servicing of split system, multi-split, and zoned ducted air conditioning units for residential properties in Queensland.
• General Electrical Services General electrical services including switchboard upgrades, lights, fans, power upgrades, switchboard connections for solar systems, and general maintenance and repair for residential properties.
• Backup Generators Fuel-powered backup generators supplied and installed as part of off-grid solar packages or as standalone backup solutions for Queensland residential and remote properties.
• Service Programs and Maintenance Ongoing service and maintenance programs for installed solar and off-grid systems including panel cleaning, system testing, performance reviews (including thermography reports for insurance), and comprehensive energy audits.
• Solar Rebates Processing (STC) Assistance with government Small Scale Renewable Energy Scheme rebates, handling all paperwork for Small-scale Technology Certificates (STCs) on behalf of customers to reduce the upfront cost of solar installations.

Quantifiable outcome

• Over 10,000 solar installations completed in close on 13 years of operation
• +4 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• SMA Solar Technology (SMA)coreTechnology or IntegrationSMA is a German-based engineering company that invented the world's first string inverter and has been a benchmark in the solar industry for over 35 years. Expert Electrical is an SMA PowerUP Partner, having undergone rigorous accreditation and regular audits. They are trained in SMA inverter technology installation, receive extended warranties, priority servicing, and access to the SMA Smart Connected monitoring service. Preferred SMA products include Sunny Boy, Sunny Tripower, and Sunny Island inverters with ShadeFix technology.
• SolarWattcoreTechnology or IntegrationSolarWatt is a German company known for pioneering glass-on-glass solar panel technology. Expert Electrical is a SolarWatt Premium Partner, with accredited electricians trained for local installation and technical support (both online and onsite) as part of the SolarWatt service package. SolarWatt panels feature 30-year warranties and German engineering quality.
• Clean Energy Council (CEC)coreOthersExpert Electrical is a CEC-Approved Solar Retailer, adhering to the Clean Energy Council's code of conduct. Only CEC-approved products are used in installations. Ben's off-grid system design experience is built on CEC qualifications, and all systems are designed and installed by CEC-qualified designers and installers.
• Solar Accreditation AustraliacoreOthersSolar Accreditation Australia certification is displayed on the Expert Electrical website, indicating the company and its installers meet national standards for solar installation competency and safety.

Scale indicators2 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• AGL Solar: One of Australia's largest energy retailers with a national solar and battery business. Operates as a broad incumbent in the same residential solar + battery category as Expert Electrical, leveraging customer base from electricity retail to cross-sell solar installations.
• Origin Energy (Solar & Batteries): Major Australian energy retailer with a national residential solar and battery installation arm. Competes with Expert Electrical in grid-tied residential solar but at vastly greater scale, with bundled energy plans and integrated financing that a regional operator cannot match.
• Tesla Energy Australia (Powerwall installations): Tesla's Australian energy business sells Powerwall and Solar Roof direct-to-consumer. A broad incumbent in the same battery storage category Expert Electrical serves, but with national reach, direct-to-consumer digital sales, and brand power unmatched by regional installers.
• EnergyAustralia (Solar & Batteries): Major Australian energy retailer with residential solar and battery offerings. Competes with Expert Electrical for the same Queensland residential customers but at greater scale, with bundled electricity plans and a national digital-led sales motion.

Direct peers

• RACQ Solar: Queensland-based solar installation service leveraging the RACQ brand trust. Strong geographic overlap with Expert Electrical in Brisbane and broader Queensland; offers residential solar and battery with similar sales-led, third-party-reviewed customer acquisition approach.
• Solahart: Australia's largest dedicated solar hot water and solar PV retailer/installer with a national dealer network. Direct peer to Expert Electrical across residential solar, battery storage, and hot water heat pumps, with overlapping product brands and similar small-to-mid-tier residential install model.
• O'Brien Electrical & Solar: National Australian electrical contractor with a dedicated solar division. Directly comparable in combining licensed electrical contracting with solar installation, with similar product offerings (solar, battery, EV charging) and a comparable multi-tier brand-partnered product range.
• Platinum Electricians: National Australian electrical services franchise network offering general electrical plus solar. Overlaps with Expert Electrical in residential electrical work, switchboard upgrades, and solar/battery installation across Queensland and other states.

Emerging players

• Reposit Power: Australian virtual power plant (VPP) and battery optimization platform. Adjacent rather than directly competitive; the type of technology ecosystem partner that Expert Electrical could integrate with on its Tesla Powerwall / BYD battery installations to create additional customer value and recurring revenue.
• Infratil / Sun King (off-grid solar specialists): Off-grid and pay-as-you-go solar specialist with a global footprint. While primarily focused on emerging markets, the off-grid distributed solar model is conceptually comparable to Expert Electrical's remote/off-grid system packages targeting rural Queensland properties.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ExpertElectricalAus
• LinkedInlinkedin.com/company/expert-electrical

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Expert Electrical