Are solar companies trustworthy? New data shows the industry is improving
There’s a disconnect in the solar industry. On one hand, people are overwhelmingly interested in solar: 71% of respondents in our 2026 Solar Snapshot were open to solar and 80% see it as a sustainable industry.
On the other hand, a large percentage of people still don’t have solar on their roof. What’s holding them back? Well, it’s not surprising that cost is the number one concern, but the second most cited reason may surprise you: It’s trust.
In this blog, we’ll look at why trust is so important, see some ways solar companies can help customers trust them, and reveal a way for homeowners to see where they land on the trust scale.
See how homeowners like you feel about going solar (2 questions, no email) →Find yourself in the data
In this article:
- Why trust is the second-biggest barrier to going solar
- The data: trust is improving
- See where you land
- What trustworthy solar looks like in practice
- How to find a solar company you can trust
- Frequently asked questions
Why trust is the second-biggest barrier to going solar
It’s no surprise that when we asked homeowners what stops them from going solar, cost was the biggest factor. But trust came in second. About 36% of homeowners said the trustworthiness of solar companies was one of their top concerns.
It’s easy to talk about solar in the abstract or as a technology. But, once we’re considering it for our house, it gets personal.
Is the person at the door going to be honest with me? Is the estimate going to be real? Is the company going to be around in 5 years?
The data: Trust is improving
One thing we can report is that it’s getting better. The Aurora Solar Trust Signal tracks this information, and over the first three quarters, the percentage of homeowners who said they didn’t have a negative experience rose from 20% to almost 30% and then to almost 35%. Then this summer it rose even further, to 37.5%
That’s three straight quarters of improvement, and the overall 15% gain is outside the margin of error. Listen, the problem isn’t solved, but we’re heading in the right direction. And the tools we have to find a trustworthy installer are better than ever.
See where you land
Everyone is different. An “average” homeowner might not actually be that similar to you. No sweat. Just answer two quick questions (no identifying info or email required) and The Aurora Solar Trust Signal shows you how homeowners like you responded in our 2026 survey of more than 1,000 Americans.
Find yourself in the data (no contact info required) → Get started
What trustworthy solar looks like in practice
When we asked homeowners who felt best about their solar decision what earned their confidence, the answers were consistent.
A straight answer on cost was most important. A believable install price, plus a clear look at when the savings start, is what 57% said earned their confidence. If a rep dodges the payback question, that tells you something.
Proof came next. Reviews and testimonials were important for 54% of homeowners, and certifications and technical credentials mattered to the same 54%. Ask for both, and actually read them.
And people wanted numbers they could check for themselves instead of a polished pitch. Clear pricing and real performance data beat charm every time.
Real homeowners bear this out. Kyle, in Arizona, cut his $350-$400 monthly electric bill to about $30 after adding solar with battery storage, and he says the backup power during grid failures is the part he values most.
How to find a solar company you can trust
Where to start? You, obviously, want to get multiple quotes, including asking specifically about payback and monthly cash flow. Check reviews on an independent, third-party website. If you want to take the next step, you can verify the companies’ licensing in your state.
The installer’s reactions to your questions will tell you a lot. Any reputable installer will be happy to answer, rather than sidestepping. After all, you’re showing you’re a serious potential customer, and they get to show you they’re a serious installer.
Frequently asked questions
Are solar companies trustworthy?
Trust is improving. The share of homeowners reporting no negative experience with a solar pro rose across our last three surveys — from about 20% to nearly 35% in three consecutive quarters. It still pays to vet carefully: look for honest cost and payback numbers, real reviews on third-party platforms, and current certifications.
What is the Aurora Solar Trust Signal?
A quarterly read on whether homeowners’ trust in the solar industry is improving, based on their real experiences with solar professionals. You can see how homeowners like you responded right on the page at aurorasolar.com/home-solar/trust-signal.
What stops most people from going solar?
Cost is the #1 barrier. Trust is #2 — about 36% of homeowners cite trustworthiness of solar companies as a top concern. Interest in solar is high (71% of homeowners say they’re at least open to it), but skepticism about the sales experience is what keeps many from taking the next step.
What should I look for in a trustworthy solar installer?
In our research, the homeowners who felt best about their decision prioritized three things: a straight answer on install cost and payback timeline (57%), verified reviews and testimonials (54%), and current certifications and credentials (54%). For a full checklist of what a good solar quote should include, see: What should a solar quote include.
How do I know if a solar quote is real?
A reputable installer gives you a specific system size (in kW), expected annual production (in kWh), line-item pricing, and a clear payback timeline — all based on your actual roof and utility data, not industry averages. If a quote is vague on any of these, ask directly. If they still can’t answer, get another quote.
Sources: Aurora Solar Trust Signal (quarterly, Dynata, ~1,000 homeowners/wave); Aurora Solar Snapshot 2026 (Coleman Parkes, n = 1,112).
