Sunrun, which has maintained the top position in U.S. rooftop solar installations for several years, announced a significant strategic pivot toward direct sales representation. The California-based company added 1,500 direct sales representatives during the second quarter, marking an effort to reduce its reliance on affiliate channels for customer acquisition.
The company reported total revenue of $870 million for the second quarter, representing a 53% year-over-year increase, with net income attributable to common stockholders reaching $115.2 million, or $0.42 per diluted share. Strong performance in energy systems and product sales contributed to these results. However, the company adjusted its full-year guidance downward to account for reduced origination from third-party affiliate channels, delayed onboarding ramps for new sales representatives, and elevated capital costs.
The shift reflects broader challenges in the affiliate model. While affiliate partnerships typically offer lower operational costs by eliminating salaries, office expenses, and benefits obligations, they present conversion difficulties and vulnerability to partner instability. This dynamic became particularly relevant when Freedom Forever, one of Sunrun’s major affiliate partners, entered Chapter 11 bankruptcy protection in April 2026. By transitioning to direct sales, the company aims to capture higher unit margins and establish stronger direct customer relationships.
Installation metrics reveal a mixed picture. Sunrun installed 19,793 subscriber systems during the second quarter, though this figure declined 31% compared to the prior year period. On a positive note, the company achieved a record 74% attach rate for energy storage add-ons on its solar systems, up from 70% in the comparable prior-year quarter. Sunrun has now surpassed 266,000 total storage systems installed, representing 4.6 GWh of cumulative capacity, including 332 MWh installed during the most recent quarter.
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