Scaling solar success: A conversation with OVO Solar & Heating's CTO, Andy Sellick

In this insightful episode, Matt sits down with Andy Sellick, CTO of OVO Solar and Heating, to explore their innovative franchise model that's revolutionising renewable energy delivery across the UK. From startup success to scaling breakthrough technology, Andy shares valuable insights into building sustainable growth in the renewable energy sector.

The franchise revolution in renewable energy

OVO Solar and Heating has pioneered a unique approach to solar and battery storage installations, combining the trust and resources of a national brand with the personalised service that only local installers can provide. Andy explains how this franchise model emerged from recognising that the best customer experiences come from teams who understand their local communities.

"We wanted to blend national brand trust with the customer service that only local teams can deliver. It's about empowering great local installers with the backing and systems they need to scale."

This approach has enabled OVO to partner with 12+ regional installers across the UK, creating a network that delivers consistent quality whilst maintaining the personal touch that customers value in renewable energy installations.

Building trust between national brands and local expertise

The conversation explores the delicate balance required when scaling through partnerships. Andy discusses how OVO maintains quality standards across their franchise network whilst respecting the autonomy and expertise of local installation teams.

Key success factors include:

• Comprehensive partner onboarding - ensuring alignment on quality standards and customer experience expectations
• Technology integration - providing partners with robust systems that enhance rather than constrain their operations
• Ongoing support structures - maintaining regular communication and sharing best practices across the network
• Local market understanding - leveraging partners' regional knowledge to optimise customer acquisition and service delivery

Data-driven operations and KPI management

Andy shares insights into how OVO uses data to drive operational excellence across their franchise network. The conversation covers the importance of monitoring key performance indicators throughout the entire customer journey, from initial enquiry through to post-installation support.

Balancing lead quality vs. quantity

A key discussion point revolves around lead management strategies. Andy explains how OVO focuses on lead quality rather than pure volume, ensuring that their franchise partners receive enquiries with genuine conversion potential.

"It's not about flooding partners with leads - it's about delivering the right leads that convert into satisfied customers. Quality partnerships require quality foundations."

This approach involves sophisticated lead scoring, regional optimisation, and continuous feedback loops between the central team and franchise partners to refine targeting and improve conversion rates.

Technology partnerships for lean operations

The discussion highlights how strategic technology partnerships enable OVO to maintain lean central operations whilst supporting franchise growth. Andy discusses their approach to selecting and integrating technology solutions that enhance operational efficiency without creating unnecessary complexity.

Payaca's field service management platform features as a key example, providing the operational backbone for OVO's franchise network whilst maintaining cost-effectiveness - a crucial consideration for scaling renewable energy businesses.

Customer experience excellence at scale

Andy shares insights into delivering personalised customer experiences across a distributed franchise network. The conversation explores how technology can enhance rather than replace human touchpoints in the customer journey.

Personalised communication without losing the human touch

OVO's approach to customer communication demonstrates how automation can support rather than replace personal relationships. Andy explains their philosophy of using technology to enable franchise partners to focus on what they do best - building trust and delivering exceptional service.

Key principles include:

• Automated administrative tasks - freeing up time for meaningful customer interactions
• Personalised follow-up systems - ensuring no customer enquiry falls through the cracks
• Transparent progress tracking - keeping customers informed throughout their installation journey
• Post-installation excellence - maintaining relationships beyond project completion

Why post-installation support is the new competitive advantage

The conversation explores how post-installation support is becoming increasingly important in renewable energy. Andy discusses OVO's approach to ongoing customer relationships and how this creates competitive advantages for franchise partners.

"The solar installation piece is becoming bigger than just the installation. You need to think of it as a bigger product that includes tariffs, maintenance, and ongoing energy management support."

Innovation at OVO: Beyond standard installations

Andy shares exciting insights into OVO's innovation initiatives, demonstrating how established energy companies can drive meaningful innovation in the renewable sector.

Battery boost: Optimising storage in winter months

OVO's Battery Boost initiative addresses one of the key challenges in domestic battery storage - optimising performance during winter months when solar generation is reduced. Andy explains how this service helps customers maximise their investment in battery storage technology year-round.

Beyond loyalty programs: Banking green rewards

The discussion covers OVO's unique approach to customer loyalty, moving beyond traditional programs to create banking products that reward customers for green energy choices. This innovation demonstrates how energy companies can create additional value streams whilst supporting renewable energy adoption.

Energy management systems and grid balancing

Andy discusses OVO's work on advanced energy management systems that help customers optimise their energy usage whilst contributing to grid stability. These initiatives showcase how customer-focused innovation can support broader energy system transformation.

Industry insights and practical tips for installers

Throughout the conversation, Andy shares practical insights that renewable energy installers can apply immediately to improve their businesses.

Focus on education: Not just sales

Andy emphasises the importance of customer education in renewable energy sales. "Customers are investing in technology they may not fully understand. Our role is to educate first, sell second. Informed customers become advocates."

This approach involves:

• Explaining the broader benefits beyond cost savings
• Addressing common misconceptions about renewable technology
• Providing realistic expectations about performance and payback periods
• Connecting customers with broader environmental impact

Think beyond installation: The complete service offering

The conversation explores how successful renewable energy businesses are expanding their service offerings beyond basic installation work.

"Think about tariffs, ongoing maintenance, system optimisation, and future technology upgrades. These create ongoing relationships and additional revenue streams."

Small gains compound: There's no silver bullet

Andy shares practical wisdom about business growth: "People look for the one big thing that will transform their business. But it's usually the accumulation of many small improvements that creates sustainable success."

This philosophy applies to:

• Customer experience optimisation
• Operational efficiency improvements
• Technology integration
• Team development and training
• Market positioning and messaging

Learn from lost customers, not just won deals

One of the most valuable insights shared relates to learning from unsuccessful opportunities:

"It's not the planes that come back that you need to be concerned about. It's the planes that don't come back. Understanding why customers choose competitors teaches you more than celebrating the customers you win."

This approach involves:

• Systematic follow-up with unsuccessful prospects
• Understanding competitor advantages
• Identifying service gaps or messaging weaknesses
• Continuously refining value propositions

About Andy Sellick

Andy Sellick brings unique insights to renewable energy scaling, combining startup agility with corporate innovation experience. His background spans the dramatic growth of Love Holidays (from £30M to £1B valuation) and now leading technology innovation at OVO Energy Group.

This diverse experience provides Andy with particular insight into the challenges of scaling technology businesses whilst maintaining culture and customer focus - lessons directly applicable to ambitious renewable energy installers.

About OVO Solar and Heating

OVO Solar and Heating represents the renewable energy division of OVO Energy Group, one of the UK's largest independent energy suppliers. Their innovative franchise model partners with regional installers to deliver solar panels and battery storage solutions across the UK, with heat pump services planned for future expansion.

This approach combines the trust and resources of a national energy brand with the personalised service and local expertise that customers value in renewable energy installations.

The Payaca partnership

The conversation highlights how modern SaaS solutions enable traditional industries to innovate faster. Andy discusses how Payaca's field service management platform provides the operational backbone for OVO's franchise network, enabling rapid scaling whilst maintaining lean central operations.

This partnership demonstrates how purpose-built software can solve specific industry challenges, allowing businesses to focus on growth rather than administrative overhead.

Key benefits discussed include:

• Operational standardisation across franchise partners
• Real-time visibility into project progress and performance
• Automated compliance and documentation management
• Scalable support for network growth
• Cost-effective technology infrastructure

Key takeaways for renewable energy businesses

This conversation provides actionable insights for renewable energy installers at any stage of growth:

For early-stage businesses

• Focus on customer education and building trust
• Develop systems for learning from lost opportunities
• Think beyond installation to complete service offerings
• Invest in technology that enables rather than constrains growth

For scaling operations

• Prioritise lead quality over quantity
• Build partnerships that maintain local customer relationships
• Use data to drive operational improvements
• Create systems for consistent customer experiences

For established players

• Explore innovative service models like franchising
• Invest in post-installation customer relationships
• Consider energy management and grid services for solar and battery systems
• Build technology partnerships that support innovation

Looking ahead: The future of renewable energy delivery

The conversation concludes with insights into how the renewable energy industry will continue evolving. Andy discusses the increasing importance of integrated energy services, the role of technology in enabling scale, and the ongoing need for businesses that can combine innovation with excellent customer service.

For installers looking to future-proof their businesses, the key message is clear: focus on building strong operational foundations, invest in customer relationships, and remain adaptable to emerging opportunities in the rapidly evolving renewable energy landscape.

Transform your renewable energy operations

Ready to scale your renewable energy business like OVO Solar and Heating? Discover how Payaca's field service management platform can provide the operational backbone for sustainable growth whilst maintaining excellent customer experiences.

Our platform helps renewable energy installers streamline operations, automate compliance, and deliver the professional service that builds lasting customer relationships. From project management through to DNO applications, Payaca eliminates administrative overhead so you can focus on what matters most - growing your business.

Book a demonstration today to see how Payaca can transform your renewable energy operations and support your journey to sustainable growth.