How a California Startup Is Making it Easy to Go Green and Save Money

“Here’s to easy!” So says Jamie Redford in a video clip about cleantech startup Domino. “If it wasn’t easy,” he adds, “we wouldn’t really have a whole lot of hope.”

What’s Domino making easy? Going green and saving money. The company recently started a unique personal energy concierge service that makes it simple for anyone to get off fossil fuels and save money in the process.

The idea itself is simple: American consumers who want to live green are faced with too many choices, confusing information, and possibly untrustworthy salespeople. It’s not enough to provide the information they need on a website.

Domino changes all that. The Domino concierge gives you personalized advice on what will work for your home, family, and lifestyle.

Energy concierges aren’t salespeople and don’t work on commission. They won’t try to upsell you. Instead, they work with each customer to discover what makes the most sense for their unique situation.

Domino CEO Stephen Torres notes, “For consumers, it’s this simple: One: Reserve a time for a chat with a concierge. Two: Relax and let us do the work. Three: Start saving.”

The savings come from more than just installing solar panels, if that even makes sense for you. Other green living actions, whether big or small, include buying an electric car, switching to a tankless water heater, or upgrading to LED bulbs or a smart thermostat. Since most people can save more money by taking several actions together — think powering your electric car with cheap energy from the sun — it helps to have a one-stop-shop where you can get help in doing just that.

 Photo: Domino helped the Millers go solar and save even more with an electric car

Customer David Hough in San Jose, California, notes the ease of working with the concierge service. “With Domino, I didn’t have to think too hard about all my options,” he says. “They pointed me to the information I needed and made it easy to take action. With very little effort on my part, I’ll be saving hundreds a month and using clean energy.”

The concierge service is free to consumers. Domino’s revenue comes from referral fees paid by vendors, which is cheaper for the vendors than acquiring customers in traditional ways,

The startup launched its service in California in April. Domino is now taking the energy concierge offering to New York State, where it’s partnering with the 100% Campaign to expand access to clean energy and efficiency. The 100% campaign is managed by The Solutions Project, a non-profit organization co-founded by the New York-based actor Mark Ruffalo.

Domino is also working on a financing bundle for solar and energy efficiency upgrades. This will be an important step in making clean energy accessible and affordable to 100% of Americans.