Insights from the CCSA Innovation Summit
Aviv Shalgi, Co-Founder and CEO of Solar Simplified, recently joined other community solar leaders at the 2025 Community Solar Innovation Summit hosted by CCSA. As a panelist for the breakout session, “Subscriber Acquisition Dynamics and Market Forces,” Aviv shared bold perspectives on subscriber mix strategies, acquisition costs, and how trust continues to shape the industry.
Here are key takeaways from our conversation with Aviv for those who missed the session:
Which topic sparked the most debate among panelists?
Aviv: The conversation around subscriber enrollment mix was particularly lively. Traditionally, projects rely heavily on anchor tenants — often large Fortune 1000 companies — to purchase a significant portion of the solar credits.
This approach is seen as providing financial security for developers. However, opinions were split on the panel. One panelist advocated for anchor tenants across all projects, while another took a hands-off approach, saying, “We’ll do whatever the developers tell us to do.”
I took a different stance. At Solar Simplified, relying on large companies as anchors often undermines the core purpose of community solar. These corporations typically negotiate terms favorable to themselves, not the community, and don’t value the direct savings delivered to individual subscribers. Furthermore, the perceived need for anchors — rooted in early financing structures — is increasingly obsolete. Net Crediting under Utility Consolidated Billing (UCB) in many states has eliminated credit risk from subscribers, shifting it to the utility itself.
Insisting on large anchors not only concentrates project risk but also risks alienating communities. Many people are hesitant to support solar fields in their area unless they directly benefit. By enrolling a diverse subscriber base, developers promote local engagement, increase equitable access to renewable energy, and strengthen the project through diversification.
What topic keeps resurfacing at every industry event?
Aviv: “Trust.” It’s astonishing that in 2025, we still have to assure people that community solar isn’t a scam. Despite being the fastest-growing segment of the U.S. solar market, skepticism persists nationwide.
While some panelists questioned why legislators aren’t investing more in consumer education, we believe the solution goes deeper. At Solar Simplified, we prioritize authentic community engagement and harness the power of local influencers. This approach builds trust early, reduces churn, increases satisfaction, and minimizes collections issues — all of which empower developers to continue building more projects within supportive communities.
What insights did the panel share about subscriber acquisition costs?
Aviv: I was surprised by the subscriber acquisition costs reported by Wood Mackenzie in their Community Solar Outlook. For residential customers, the cost averages $80 per kW, while for low- to moderate-income (LMI) households, it’s closer to $100 per kW. For an average 8 kW subscription, that’s $560–$800 per subscriber — costs that are simply unsustainable for most asset owners and aggregators.
Our model is different. We eliminate acquisition and replacement costs for developers entirely, enabling them to invest more in building projects. This not only benefits developers and communities but also accelerates the growth of community solar as a whole — a win-win for everyone.