Part of our series: Shining a Light on Trustworthy Solar
When the San Antonio Express-News published its investigation In Broad Daylight, it exposed systemic issues in the solar industry—misleading sales tactics, murky financing terms, and countless Texans left with broken promises and little recourse. These stories confirmed what Atma Energy hears nearly every day from new customers: going solar shouldn’t feel like gambling with your home.
That’s why we built Atma Energy differently. And nowhere is that difference more obvious than in how we help people understand their options from the very beginning.
The Problem: An Industry Built on Confusion
The headlines haven’t let up:
Minnesota sues major solar lenders over deceptive dealer fees. The suit alleges that homeowners were misled into thinking their financing came without cost, only to discover hidden dealer fees adding thousands to their loan balances.
Solar company fined $460K for pressuring customers and hiding true costs. Nevada state regulators found the company in violation of numerous consumer protections, revoking their license and spotlighting the need for tighter industry oversight.
These aren’t outliers—they reflect the standard playbook for too many solar companies: promise savings, obscure the math, and disappear after installation.
Confusion in solar often begins with the pitch. Homeowners are given vague promises, exaggerated projections, and little visibility into the real costs or implications. And by the time the contract is signed, the damage is done.
Atma Energy’s approach couldn’t be more different.
How We Do It: Starting With Truth
We believe that trust starts with transparency. That’s why we built a tool that gives homeowners real insight into going solar—no sales pitch required. It’s been used by more than 400 Texans every day.
With just your average electricity bill, our design tool shows:
Estimated system size and production
Upfront cost (if paying in cash) or expected monthly payments (if financing)
Long-term savings compared to your rising utility bill
You’ll see the long-term cost of inaction—how much more you’ll likely spend if you stay on grid power versus switching to solar. It’s all visual, interactive, and self-paced.
You can also explore the benefits of battery backup and what your energy resilience might look like with different system configurations.
This tool puts power back in your hands—literally. And that’s before a single conversation with our team.
Financing with nothing to hide
For too long, solar companies have used financing to confuse instead of clarify. Industry terms like “dealer fees” often go unexplained. Homeowners don’t realize they’re paying thousands extra until it’s too late.
We don’t bury the ball. Our tool clearly distinguishes between express loans (with no dealer fees), traditional solar loans (which include dealer fees, clearly shown), and cash purchase options.
Customers deserve to understand not just their options, but the implications of each one. That’s why we work closely with trusted partners like Climate First Bank and Credit Human—institutions that share our commitment to clarity and ethical lending.
The Atma Experience — Told by Texans
Paul C. shared his experience:
“SIX STARS! Very competitive bid. Best value for the Buck. Solar install went flawlessly and ahead of schedule. Entire process; design - installation - activation went like clockwork. Many compliments from neighbors on installation aesthetics.”
James F. admitted he almost didn’t go with us because it seemed too good to be true.
“But it was all true. Excellent service every step of the way.”
From the first click to final install, Atma’s process is designed to make solar simple:
No pressure: We don’t knock on doors or contact you without permission.
No games: We provide pricing before you talk to a salesperson.
Full support: Real engineers and real advisors guide you every step of the way.
David K. summed it up perfectly:
“What I like most about working with Atma Energy is that they are completely transparent. Everything that they said would happen did happen. There were no surprises, from the cost to the work, to the equipment installed, to the sequence of the installation process itself. They were also very professional and responsive to all of my inquiries."
We’re not here to sell you a system. We’re here to build trust. And it’s working.
Why this matters
Texas passes new laws to combat bad actors in solar. Senate Bill 1036 now mandates clear disclosures, W-2 employment for solar sales reps, and licensing requirements—all practices that Atma Energy has championed from the beginning.
We’ve seen what happens when the industry is left unregulated: customers misled, financing abused, homes left with subpar installs. That’s why we designed our process to be bulletproof from the start.
With Atma, you don’t just get panels—you get:
Smart system design based on your home’s real energy use
Transparent pricing with detailed comparisons and cost forecasting
Real accountability from licensed professionals you can reach
We’ve proven that when you build a better experience, you don’t need tricks to close the deal. You just need the truth, the tools, and the integrity to back it up.
That’s what it means to be Built for Trust.
Coming Soon
Next in the Series: “No Pressure, No Problem: A Better Way to Go Solar” — A deep dive into Atma's no-pressure philosophy, and how saying "no" to door-knocking and high-pressure tactics has earned us loyal customers across Texas.