Sunrun Pivots to In-House Sales Team as Affiliate Model Struggles
Sunrun added 1,500 direct sales representatives in the second quarter as it shifts away from affiliate-based sales. The company reported revenue of $870 million, up 53% year-over-year, but lowered its full-year guidance due to reduced affiliate origination and higher costs. The move follows the bankruptcy of a major affiliate partner, Freedom Forever.
Sunrun’s second-quarter results showed strong revenue growth but a sharp drop in installations, with subscriber systems down 31% year-over-year. The company added 1,500 direct sales representatives during the quarter, a strategic pivot triggered partly by the April 2026 bankruptcy of Freedom Forever, one of its largest affiliate partners.
Storage attachment rates reached a record 74% of installed systems, up from 70% a year earlier. Sunrun has now deployed over 266,000 total storage systems, representing 4.6 GWh of capacity, including 332 MWh installed in the most recent quarter. Net income attributable to common stockholders was $115.2 million, or $0.42 per diluted share.
This shift could reshape how rooftop solar is marketed and sold in the U.S., potentially raising customer acquisition costs that may be passed along to homeowners. Direct sales may improve service quality and accountability, but the reduced affiliate channel and lower guidance suggest near-term volatility. Broader adoption of solar-plus-storage could accelerate as Sunrun emphasizes higher-margin storage attachments, benefiting grid resilience while making clean energy more accessible to households.