Sunrun Shifts Away from Affiliates to Direct Sales

Sunrun, the largest rooftop solar installer in the country, is changing how it finds customers. The company had relied heavily on affiliate partners — outside businesses that bring in leads — but that channel has been slowing down. One major partner, Freedom Forever, filed for Chapter 11 bankruptcy protection in April 2026. In response, Sunrun added 1,500 of its own direct sales representatives in the second quarter of this year, aiming to work with customers directly instead of through third parties.

The company's finances show a mixed picture. Revenue hit $870 million for the quarter, up 53% from a year earlier, and net income came in at $115.2 million. But Sunrun installed 19,793 home solar systems in the quarter, down 31% from the same period last year, and it lowered its full-year financial guidance, citing weaker business from affiliates, slower ramp-up of new sales staff, and higher borrowing costs.

One bright spot: more customers are pairing solar panels with battery storage than ever before. Seventy-four percent of Sunrun's installations in the quarter included a storage system, up from 70% a year ago. The company has now installed over 266,000 storage systems nationwide, totaling 4.6 gigawatt-hours of capacity.

For homeowners, this mainly signals a shift in how Sunrun will approach sales going forward — likely more direct contact from company representatives rather than referrals through partner businesses. It does not change what incentives or technologies are available, but it reflects broader turbulence in the residential solar sales market.