When Software Meets Solar: A Vision for the Future
Forget everything you think you know about solar’s dependence on tax credits. In Episode 7 of The Solar Coaster, Steve Shaer of Atlantic CRM and Cloud Solutions delivers a fascinating perspective that will change how you think about the industry’s future.
With eight years of building software systems for solar companies, Steve has a unique vantage point. He’s not just watching the industry evolve—he’s building the technology that powers it. And his prediction? Solar is about to experience a major upswing, driven not by government incentives, but by an unprecedented convergence of market forces.
The Perfect Storm: Three Forces Colliding
Steven identified three critical trends creating what he calls the perfect alignment for solar’s next boom:
1. Technology Prices Are Plummeting
Solar panels and batteries are cheaper than ever. Increased domestic manufacturing, improved efficiency, and economies of scale are driving costs down across the board. Even with tariffs, the technology is becoming more accessible every year.
“We’re at a point where the number of panels you need for the same system output keeps decreasing,” Steven explained. “Installation costs go down. Everything is getting more efficient.”
2. Utility Rates Are Skyrocketing
While technology gets cheaper, electricity gets more expensive. Florida utilities are seeking 30% rate increases. Hawaii’s rates are already astronomical. AI and Bitcoin mining are driving unprecedented electricity demand, pushing rates higher across the country.
3. The “Solar Bro” Era Is Ending
Perhaps most importantly, the elimination of massive tax credits is weeding out predatory sales tactics. Companies that relied on $10,000 commissions and price gouging are going bankrupt. The survivors? Companies with efficient sales models, quality installations, and genuine value propositions.
“The solar companies that have figured out how to stay around are going to reap an unbelievable benefit in two or three years,” Steven predicted. “And it’s not about politics—it’s about economics.”
Battery Backup vs. Energy Storage: The Critical Difference
One of the most valuable parts of our conversation was Steven breaking down a distinction most homeowners (and even some solar professionals) don’t fully understand: the difference between battery backup and energy storage.
Battery Backup is about resilience. It keeps your lights on during power outages, protects your refrigerator during hurricanes, and ensures critical medical equipment keeps running during emergencies. The batteries stay charged until you need them.
Energy Storage is about economics. It stores excess solar power generated during the day and uses it during peak evening hours when electricity is most expensive, maximizing your savings. The batteries cycle daily to reduce utility costs.
“There’s a huge difference in the way you sell it,” Steven emphasized. “And homeowners need to understand which problem they’re trying to solve—or if they need both.”
I shared my own experience with this confusion. Even with Span panels and Tesla Powerwalls, I once drained my batteries in the morning by not understanding my system’s settings, leaving me without backup power. It’s a perfect example of why education matters as much as installation.
The Duck Curve: Understanding Net Metering’s Evolution
Steven introduced me (and many listeners) to the concept of the “duck curve”—a game-changing phenomenon reshaping how we think about solar economics.
Before solar, electricity usage followed a predictable pattern: low overnight, rising in the morning as people woke up, peaking during business hours, then tapering off in the evening. The graph supposedly looked like a duck (though Steven admitted he’s not sure why).
Then came solar. Now there’s excess electricity generation during peak sunlight hours (10 AM to 3 PM) when businesses and solar farms are producing power but residential users are away at work. Utilities don’t want to buy this excess power back anymore—they have more than they can handle.
The result? Net metering rates have plummeted, especially in places like California. The old solar sales pitch of “make money selling power back to the grid” is dead.
The solution? Energy storage. Store that daytime power and use it when you actually need it—evenings, nights, and mornings.
AI-Powered Energy Management: The Next Frontier
Our conversation took an exciting turn when discussing emerging technologies like Eco Flow and other AI-powered home energy management systems.
These aren’t just “set it and forget it” batteries. They’re intelligent systems that:
- Monitor your real-time power consumption across all circuits
- Track utility rate changes throughout the day
- Make autonomous decisions about when to store, use, or potentially sell power
- Predict your usage patterns and optimize accordingly
- Alert you to potential issues before problems occur
“Maybe this is an excellent application for AI,” Steven mused. “A system that just takes care of this for you entirely.”
Tesla Powerwall already offers features like pre-storm charging (the system automatically fills up when hurricanes are approaching). But the next generation will go further, helping homeowners optimize energy usage without needing to become power management experts.
The Commercial Solar Mystery
One question has been bothering Steven for years: Why don’t commercial buildings—especially supermarkets—have solar?
“Every supermarket from Key West to Honolulu across the Sun Belt should have solar on their roofs,” he argued. “It makes NO sense that they don’t.”
Think about it: Supermarkets operate during peak sunlight hours. They have massive, flat roofs perfect for panels. Their electricity usage profile aligns perfectly with solar generation. They’re cornerstone tenants that aren’t going anywhere.
Steven’s theory? Utilities are cutting special commercial rate deals to prevent large customers from going solar. If major supermarket chains like Publix (with 1,300+ stores) went solar, utilities would lose massive revenue.
The conversation highlighted how commercial solar adoption remains surprisingly low despite perfect conditions—a massive untapped opportunity for the industry.
The Role of Smart Technology
We geeked out over various smart home energy solutions:
Tesla Powerwall offers excellent battery technology with pre-storm charging and mobile monitoring, but lacks circuit-level control without additional equipment.
Span Panels provide granular circuit control, letting homeowners prioritize critical loads (lights, refrigeration) over nice-to-haves (EV charging, hot tubs) during outages.
Eco Flow is emerging with AI-powered systems that not only manage circuits but provide actionable guidance: “Here’s your plan to save $50 on next week’s electric bill.”
The future isn’t just about having solar and batteries—it’s about intelligent systems that optimize energy use automatically based on your priorities, utility rates, and generation capacity.
Key Takeaways from Steven’s Solar Vision
1. Solar’s future doesn’t depend on tax credits. The convergence of falling tech costs and rising utility rates creates economic viability without incentives.
2. Know the difference between backup and storage. They solve different problems. Most homeowners need education on which solution fits their goals.
3. The duck curve changes everything. Understanding when power is generated vs. when it’s needed is critical for system design and ROI.
4. AI-powered management is coming. The next generation of home energy systems will make optimization automatic and intuitive.
5. Commercial solar is massively underutilized. Huge opportunity exists in the commercial sector, especially retail.
6. Quality will win. As predatory sales tactics fade, companies focused on education, quality installation, and customer success will dominate.
Why This Episode Matters
Steven Shaer’s perspective as a software builder gives him insights that installers and salespeople might miss. He sees the data, the patterns, and the technological trajectory of the entire industry.
His optimism about solar’s future—independent of political winds or government incentives—is grounded in fundamental economics and technological advancement. For solar professionals navigating uncertainty, Steven’s vision offers a roadmap based on market forces, not policy hopes.
Whether you’re evaluating energy storage for your home, building software solutions for solar companies, or strategizing your solar business’s future, Steven’s insights provide clarity on where the industry is headed and how to position yourself for success.
Listen to the Full Episode
Ready to dive deeper into solar’s technological future? Listen to Episode 7 of The Solar Coaster on your favorite podcast platform:
Connect with Steven Shaer
Want to learn more about Atlantic CRM and Cloud Solutions?
- Visit the website: atlantic-crm.com
- Connect on LinkedIn: Steven Shaer
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Explore more stories and insights from the solar industry’s most innovative thinkers. Get your copy of The Solar Coaster book on Amazon.
