S01E3: Solar at Scale: Building the UK Market from Policy to Installation

In the UK, even the rumour of a new solar subsidy is enough to freeze the market. Customers delay decisions. Installers pull back. Confidence drains out of the system. It’s not a lack of funding that stalls the transition to clean energy — it’s uncertainty.

This episode of The OpenSolar Podcast explores what the UK solar market really needs to grow, and why that’s not more incentives. Host Andrew Birch is joined by Liz Cammack, board advisor at Segen and one of the most experienced voices in British solar distribution.

Also available to stream on Apple and Spotify.

The case for consistency over cash

Solar in the UK has long been shaped by government intervention. From feed-in tariffs to tax changes to planning rules, the industry’s growth has often been dictated by policy — not demand. But as solar matures, that dynamic is starting to shift.

According to Liz, the market no longer needs new support schemes. It needs consistency. Small businesses — the ones installing solar on rooftops and storage in garages — can’t afford to wait six months while a new policy is debated or reversed. The result isn’t growth, it’s paralysis.

In her view, stable signals and access to finance will do more for the UK solar market than another round of public subsidies.

Bringing government and industry to the same table

That philosophy helped shape Liz’s work on the UK’s recent solar task force — a collaboration between industry leaders and policymakers focused on scaling deployment. The upcoming roadmap, developed through months of workshops and working groups, identifies barriers across skills, networks, supply chains and permitting.

Some early changes are already in motion. The removal of VAT on retrofit batteries was one such outcome, fast-tracked while the roadmap was still in draft. It’s a rare example of joined-up thinking — and a sign that alignment between government and the solar sector might finally be improving.

Electrification is no longer theoretical

The shift to clean energy isn’t coming — it’s here. Liz’s own household runs on a ground-source heat pump, 30kW of solar, battery storage and an EV charger. On most days, they don’t draw anything from the grid. And she’s not alone. More homeowners are discovering that electrification, done right, is not only possible but efficient, clean and empowering.

Still, cost and complexity remain barriers. The technology is ready, but market access lags behind. Software, supply chains and skilled labour all need to catch up — and that’s where contractors play a crucial role.

The long tail is the backbone to sustainable growth

Across the UK, thousands of small installation businesses are driving the clean energy transition. Their scale may vary, but their impact is collective — and growing. Liz believes this “long tail” of contractors needs more recognition, more support, and more tools to grow sustainably.

She cautions against the trap of competing solely on price. Quality systems and long-term customer value matter more than volume. The most successful contractors are already diversifying — moving into EV charging, battery storage and heat pumps — and building reputations based on trust, not discounts.

Scaling with confidence

Segen, the distributor Liz advises, continues to expand across Europe, with new branches in Poland and Sweden and a growing portfolio that now includes heat pumps. Their commitment to working only with tier-one manufacturers reflects a broader principle: long-term quality over short-term gains.

Like many in the industry, they’re focused not just on growth, but on resilience — building a market that can scale steadily, without being derailed by policy swings or poor product choices.

Normal is the goal

When solar panels no longer turn heads — when they’re as expected as radiators or roof tiles — the industry will have succeeded. For Liz, that’s the tipping point. A future where solar doesn’t need to be sold, just installed.

To get there, the UK market doesn’t need another breakthrough moment. It needs patience, professionalism, and policy that matches the pace of the people building it.