Electrum

Electrum runs a marketplace for home electrification: solar, batteries, heat pump water heaters, and EV chargers. Homeowners get expert advice and competing bids in the open, vetted installers compete on price and quality rather than sales pressure, and automakers, utilities, and retailers plug the whole thing in behind their own brand. Residential solar has a deserved reputation for predatory selling, and the reason is structural, not moral: customer acquisition is such a large share of installed cost that high-pressure sales is the industry's default business model.

Collapse that cost and the good installers can compete on the work. Prices fall, the pressure comes off, and a homeowner deciding whether to electrify makes the call on numbers they can actually see. Nearly every home in the country will face these decisions once. What that experience looks like determines how many of them say yes.