Why Some Solar Comparison Sites Aren't Independent (What to Check)

When you're researching home batteries or solar, you'll inevitably land on a comparison site or quote platform. These seem helpful — and many are — but the solar industry has a complicated relationship with independence. Here's what to check before you trust any platform with your details and your decision.

The Business Model Problem

Most solar and battery comparison platforms make money by selling leads to installers. You submit your details, the platform charges two to five installers a fee for that lead, and those installers contact you. This model is common, legal, and not inherently dishonest.

But it does create incentives that aren't necessarily aligned with your interests:

• Platforms may favour installers who pay higher lead fees over ones who might actually be better for you
• Platforms that sell each lead to multiple installers maximise their revenue, even if it means you get bombarded with calls
• Some platforms have ownership ties to specific brands or installation groups, creating conflicts in what they recommend

Two Recent Ownership Changes Worth Knowing

In October 2024, Origin Energy — one of Australia's largest electricity retailers — acquired SolarQuotes. This doesn't automatically make SolarQuotes' content wrong, but it does create a potential conflict of interest when a major energy retailer owns a platform recommending solar and battery products. Origin has business interests in the energy retail market that may not perfectly align with homeowners adopting solar storage.

In December 2025, SolarChoice was acquired by Flow Power. Again, this creates questions about content independence when a retailer-affiliated entity controls a comparison and recommendations platform.

This isn't to say either platform is currently publishing misleading information. But ownership structures matter for evaluating whether a platform's advice is truly consumer-first.

What to Check on Any Platform

Who Owns It?

Search the platform name + "ownership" or "acquired by." Company ownership is public information. If a major retailer, manufacturer, or installer group owns the platform, factor that into how you weight their recommendations.

How Do They Make Money?

Every reputable platform should explain their business model somewhere on the site. If you can't find any explanation of how the platform is funded, that's a yellow flag. Common models:

• Lead fees from installers (most common)
• Subscription fees from installers
• Referral commissions from manufacturers
• Advertising revenue

Do They Sell Your Data?

Some lead platforms sell your contact details to multiple installers simultaneously, leading to the dreaded situation of receiving a dozen calls and texts in 24 hours. Check the privacy policy for whether your data is shared with third parties and how many installers receive your details.

Are Reviews Verified?

Installer ratings on comparison platforms can be gamed. Check whether reviews are independently verified (e.g., linked to completed installations) or self-reported. Also cross-reference with Google Reviews and Product Review, which are harder to manipulate.

Can You See Who's Excluded?

Does the platform list all installers in your area, or only those who pay to be featured? If the cheapest or best-reviewed local installer isn't on the platform, you may not be seeing the full picture.

Red Flags That Should Make You Pause

• Platform is owned by a retailer, manufacturer, or large installer group
• No clear explanation of how the platform makes money
• Your details sold to many installers without your explicit consent
• Unverified or suspiciously positive installer reviews
• Strong push toward specific brands without clear disclosure of relationships
• Content that consistently downplays the benefits of self-consumption / battery storage (potential retailer conflict)

What PowerSmarter Does Differently

PowerSmarter is independently owned with no ownership connection to retailers, manufacturers, or installer groups. We charge installers a modest platform fee for access — not per-lead — which means we don't have an incentive to sell your data to as many parties as possible.

Our content is written to inform consumers, not to funnel them toward particular brands or products that benefit our platform financially. We're transparent about this because trust is the only thing a comparison platform can genuinely offer.

Check us out — and check our ownership. That's exactly the right thing to do.