Aurora Solar has launched the Aurora Solar Trust Signal, a quarterly benchmark that tracks U.S. homeowners’ experiences with solar professionals and the factors shaping their confidence in going solar.
The first edition draws on a poll of more than 8,000 homeowners and points to improving sentiment toward the industry.
The company’s annual Aurora Solar Snapshot shows the trend over a longer horizon. The share of homeowners citing the trustworthiness of solar companies as a concern was 22% in 2023, nearly doubled to 43% in 2024, then fell to 41% in 2025 and 36% in 2026.
The Trust Signal adds a shorter-term read: from August 2025 to July 2026, a growing share of homeowners reported no negative experience with a solar company, improving every quarter.
The survey also asked homeowners how they evaluate solar. About 71% said they are open to going solar, and 33% named keeping costs down as utility prices rise, driven by AI and data center energy demand, as their primary reason to buy, up from roughly 29% in August 2025.
“When it comes to going solar and electrifying a house, homeowners are making a decision about technology they’ll live with for 25 years or more, often without enough information to assess the offer in front of them,” said Chris Hopper, co-founder of Aurora Solar, in a statement.
He continued, “That’s a hard position to be in as a buyer, and a tough one to sell into. The Aurora Solar Trust Signal is how we measure this gap, and the Aurora Solar Marketplace is how we close it: by putting real production estimates and side-by-side installer comparisons in a homeowner’s hands.”
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