NRG Energy Buys Pure Energies for Web-Based Rooftop Solar

NRG Energy Inc., the largest independent U.S. electricity producer, agreed to acquire Pure Energies Inc. to add online sales of residential solar systems to its retail offerings.

Pure Energies connects homeowners in Canada and the U.S. who want solar systems with local installers through its website. The purchase will help NRG reach more solar customers at costs that are as much as 50 percent lower than traditional marketing efforts, Kelcy Pegler Jr., president of NRG’s Home Solar unit, said in an interview. The Princeton, New Jersey-based company didn’t include terms in a statement today.

Pegler said adding Pure Energies’ technology and website will help him reach retiring baby-boomers and tech-savvy millenials buying their first homes who want to generate their own electricity.

“We see them driving this disruptive technology,” Pegler said. “It’s important to reach them where they are, on their terms.”

Closely held Pure Energies is based in Toronto and has more than 150 employees in North America.

Before it's here, it's on the Bloomberg Terminal.