Aurora Solar today announced the Aurora Solar Trust Signal, a new quarterly benchmark tracking U.S. homeowners’ experiences with solar professionals and the factors shaping confidence in going solar. The tool launched in response to a finding the data kept returning: homeowners want to know a good solar company when they see one.
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- The Aurora Solar Snapshot asks homeowners their opinions of solar, annually. In 2023, 22% said “trustworthiness of solar companies” was a concern; that number nearly doubled to 43% in 2024, improving in 2025 (41%) and again in 2026 (36%).
- The Aurora Solar Trust Signal digs deeper into these findings. It’s a quarterly health check on homeowner trust in the solar industry. The data shows the industry is making positive inroads with homeowners; from August 2025 to July 2026, a growing share of homeowners reported no negative experience with a solar company, improving every quarter.
The numbers point to a useful theme: homeowners want to know how to best evaluate a solar company, and better-informed homeowners are less likely to judge installers by the reputation of a few industry outliers.
“When it comes to going solar and electrifying a house, homeowners are making a decision about technology they’ll live with for 25 years or more, often without enough information to assess the offer in front of them,” said Chris Hopper, co-founder of Aurora Solar. “That’s a hard position to be in as a buyer, and a tough one to sell into. The Aurora Solar Trust Signal is how we measure this gap, and the Aurora Solar Marketplace is how we close it: by putting real production estimates and side-by-side installer comparisons in a homeowner’s hands.”
Who’s buying & why
While surveying homeowners about their experiences, Aurora Solar asked a broader set of questions about how they evaluate solar. A few highlights, full findings here:
- 71% of homeowners are open to going solar
- One-third (33%) of homeowners say keeping costs down as utility prices rise due to AI and data center energy demand would be their primary reason to buy solar, compared with roughly 29% in August 2025
- 46% of Gen Z and 41% of Millennials express interest in rooftop solar, compared with 33% of Gen X and 18% of Baby Boomers
- 30% of homeowners say they haven’t heard much about solar recently, up from 26% in April
Aurora Solar will publish an updated Aurora Solar Trust Signal every quarter and continue to track the broader market through the annual Aurora Solar Snapshot. Together, the two reports give the industry a short-term read on whether homeowner experiences are improving, and a multi-year view of how homeowners feel about solar.
The full Aurora Solar Trust Signal data and methodology are at aurorasolar.com/home-solar/trust-signal. Homeowners ready to find out what solar looks like on their own roof can get a no-pressure estimate and compare local installers on financing, equipment, and credentials at: quote.aurorasolar.com/.
About Aurora Solar
Aurora Solar is the platform powering the energy revolution. The company puts the power of data, automation, and AI into the hands of every solar professional to make solar adoption simple and predictable. Aurora Solar’s cloud-based platform has been used to design more than 20 million solar projects globally, and more than 7,000 of the industry’s top organizations rely on it to streamline workflows and grow their businesses. Aurora Solar has been recognized by TIME as a Top U.S. GreenTech Company (2024-2026), named to the 2025 Inc 5000 & 2024 Deloitte Fast 500, and listed among Solar Power World’s Top Solar Software & Monitoring Products in 2024. The company is headquartered in San Francisco. For more information, visit aurorasolar.com/home-solar/about-the-marketplace.
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