Otovo, recognized as the largest solar marketplace in Europe, strengthens its leadership by investing in comprehensive solutions that combine solar panels, storage batteries, and electric vehicle chargers.
This strategy seeks to maximize energy efficiency in European homes and position the company as a benchmark in residential sustainability. "We are the largest marketplace in Europe for solar panels with or without batteries in the residential market," highlights Manuel Pina, Managing Director of Otovo for Portugal, Spain, and France, in an interview with Strategic Energy Europe. The executive explains that the company's business model connects families with local installers, optimizing processes through technology and facilitating the energy transition. "The experience for customers is seamless; they can go online, check their address and roof, and receive a slightly personalized initial offer.
We then provide tailored offers that will maximize energy savings for families based on their needs," the executive notes. The key to Otovo's success lies in its subscription model, a pioneer in several European markets.
This option allows users to access solar systems without the need for an initial investment, eliminating financial barriers. "The customer doesn't have to invest upfront and doesn't have to worry about maintenance, because everything is covered by Otovo during the contract.
If a panel fails at a critical moment and falls outside the manufacturer's warranty, the customer doesn't have to worry; we replace it at no cost," Pina emphasizes. "With the subscription model, the payment is usually lower than the savings, so you save from the first month, from the installation of the solar panel," she adds. In addition to the subscription model, the company offers an outright purchase option for those who prefer to acquire the system through traditional means.
However, the flexibility and immediate savings have made the subscription the preferred option, especially in markets like Spain.
Technological Innovation: Batteries and Electric Mobility Otovo not only leads the way in solar panel installations but also drives the adoption of complementary technologies. "Batteries are the future," says Pina, explaining how these solutions allow the company to store excess energy produced during the day for use at night, further optimizing energy savings. Currently, sales of battery-based systems have grown significantly, representing nearly 50% of installations in some markets.This growth is due to both increased consumer awareness and cost reductions thanks to competition and technological advancement.
The company also offers chargers for electric vehicles, anticipating the growing demand linked to the expansion of electromobility. "This is the company's first step in chargers, but demand is growing and will continue to increase as electric vehicle adoption progresses," says Pina.
European Expansion and the Strategic Role of Spain
With a presence in Austria, Belgium, France, Spain, Germany, Italy, the Netherlands, Norway, Poland, Portugal, Switzerland, and the United Kingdom, Otovo has consolidated a solid network in Europe.Spain plays a central role in this strategy, not only due to its volume of installations, but also because it hosts an operational hub in Madrid that serves several markets.
"We are building a center of excellence in Madrid that already supports countries such as Germany, Austria, Portugal, and France," explains the executive, emphasizing the importance of the multilingual and specialized human capital that drives operations from Spain. Sustained Demand and Regulatory Challenges The European market experienced a significant increase in demand for solar systems following the 2022 energy crisis.Although energy prices have stabilized, they remain high compared to a decade ago, sustaining interest in self-consumption solutions.
However, regulatory challenges remain an obstacle in several countries. "In France, you can't install a solar system within 150 meters of a church without permission, and in Spain, it's also necessary in some cases," says Pina.This type of bureaucracy slows down installation, in contrast to more agile markets like Portugal or Poland.
Outlook to 2030: Growth and Democratization of Energy Looking ahead, Otovo projects sustained growth in markets that are still under-penetrated. "If you look at the roofs in rural Spain, most don't have solar panels; that's a wasted opportunity," notes Pina, who believes solar energy will be as common as household appliances in European homes. The company's vision is based on a combination of new business models and potential government incentives to accelerate the energy transition. "Families are key in this process, and we must find creative ways to facilitate their access to clean technologies," emphasizes the executive. With more than 30,000 installed projects and an offering that integrates generation, storage, and electric mobility, Otovo is positioned as a key player in the transformation of the European residential sector toward a more efficient and sustainable energy model. "We are committed to offering the most affordable and convenient solar system on the market, and that will be the basis of all our future decisions," Pina concludes.