This Detroit startup is turning to utilities to make home efficiency upgrades cheaper

Detroit-based startup Pearl Edison aims to reduce the cost and complexity of home energy efficiency upgrades by partnering with utilities. The company leverages the trust and brand equity of utilities to identify homeowners most likely to benefit from retrofits such as heat pumps and insulation. Pearl Edison creates white-labeled websites for utilities and helps run campaigns to sign up customers for upgrades. Using multiple data sources, it designs retrofit plans with guaranteed pricing, which are then verified in the field before vetted contractors complete the installations. Pearl Edison’s business model benefits both homeowners and contractors by lowering customer acquisition costs and streamlining project delivery. The startup has secured $3.3 million in seed funding from investors including New System Ventures, Commonweal Ventures, Lightbank, and Newlab. It currently partners with two utilities—DT Energy in Michigan and Duquesne Light in Pennsylvania—and the city of Ann Arbor, Michigan, with plans to add two more utilities within the year. By integrating with trusted utility brands, Pearl Edison aims to make