Why We Invested in Treehouse

Achieving net-zero emissions by 2050 will require millions of U.S. households and businesses to embark on large-scale electrification efforts over the next decade. The transition to cleaner and more efficient energy technologies—such as electric vehicle (EV) chargers, heat pumps, and energy storage systems—demands the installation of electric-powered systems at an unprecedented scale. For many, this transition also involves navigating a complex landscape of financing options and tax credits, bolstered by the $360B+ allocated to clean energy initiatives under the Inflation Reduction Act (IRA).

We believe Treehouse, a software-enabled installation platform for electrification projects, is uniquely positioned to play a pivotal role in this transformation, empowering households and businesses to accelerate the shift toward a more sustainable future. We are proud to lead the company’s $16.6M Series A funding round (see TechCrunch story), in partnership with new co-investors Eaton, MassMutual Ventures, Veriten, and [in]Vest Ventures, and with continued participation from CarMax, Montage Ventures, Acrew Capital, Holman, Virta Ventures, and Invest Detroit.

 The Installation Challenge

The installation of large-scale electrification projects is a significant undertaking. This crucial step is fraught with complexities, from precise load calculations and product design to stringent permitting processes and the need for highly skilled labor to ensure successful outcomes.

The U.S. electrical contracting industry, valued at $233B, faces numerous challenges to execute these programs at scale. It remains highly fragmented, with a shortage of licensed electricians and small contractors often lacking the digital tools needed to make their operations more efficient. Consequently, installation is primarily conducted through marketplace models that connect customers with service providers, but do not offer end-to-end management. This results in inefficiencies such as long lead times, inconsistent pricing, and subpar customer experiences.

These problems have hindered the ability of major industry players—automotive OEMs, utilities, and hardware manufacturers—to launch electrification programs at scale. They have also deterred residential adoption of EVs and electric appliances, as many households remain uncertain about the true costs of home electrification projects and struggle to coordinate the complex installation process.

Treehouse’s Solution

Treehouse offers a vertically integrated “installation-as-a-service” platform that streamlines electrification projects. Rather than simply connecting customers with installers, Treehouse manages the entire customer journey - offering instant, precise quotes, managing permits, designing projects, and providing post-installation support.  By removing traditional friction, Treehouse ensures that electrification projects are executed with efficiency, transparency, and cost-effectiveness.

Treehouse’s AI-powered software leverages advanced machine learning, leading technology innovation, and third-party data integration. The company’s proprietary software automates many stages of the electrification process – notably load calculations, wire runs, and permit plan sets – allowing Treehouse to deliver instant, transparent pricing, and a modern, streamlined install experience for customers, partners, and electricians alike. With these capabilities, Treehouse sets itself apart from traditional marketplace models, delivering a standardized and efficient process.

A key strength of Treehouse’s holistic approach is its potential to seamlessly integrate financing options, rebates, and warranties throughout every step of the customer journey. By offering timely and convenient access to these essential financial resources, Treehouse can help to reduce affordability barriers, accelerating adoption and making electrification more accessible to households on a mass scale.

A Mission-Driven Team

Committed to tackling the climate crisis, Treehouse’s leadership harnesses technology to simplify and accelerate electrification, making it more accessible and affordable. Under the leadership of CEO, Eric Owski, and other seasoned technology executives with a long history working together, the team brings deep expertise in product management, software development, and operational scalability to an industry that is ripe for transformation.  Their mission-driven approach and innovative end-to-end technology platform, coupled with their ability to forge strategic partnerships with major industry players at this stage, is a strong validation of Treehouse’s unique value proposition and technology differentiation.

Strong Partnerships Fuel Growth

Since its launch, Treehouse has completed thousands of installations nationwide, and now supports dozens of partners, including CarMax, Assurant, Holman, Emporia, Quilt, and ChargePoint.

These strategic partnerships highlight the wide array of use cases and stakeholders that Treehouse’s platform supports. Automotive OEMs and dealers, for instance, collaborate with Treehouse to integrate home charging into the EV purchase experience, addressing a critical barrier to EV sales. Utilities leverage Treehouse to streamline electrification programs, improving grid resilience and energy efficiency. Hardware manufacturers, including those producing heat pumps, home batteries, and smart panels, depend on Treehouse to provide turnkey installations and help scale their products to new markets.

We are particularly excited about the involvement of new investors Eaton, Veriten, and MassMutual Ventures in this round, as their deep expertise and industry leadership will be instrumental in advancing Treehouse's growth. Eaton's role as a global leader in power management offers crucial expertise and resources in electrification, while Veriten's energy-focused network and knowledge platform provide a broad perspective on the long-term energy transition. MassMutual, with its extensive reach, plans to leverage its broad footprint to support and accelerate its emerging climate initiatives. Together, these partnerships not only strengthen Treehouse's market position, but also open new doors for innovation and expansion.

The Bigger Picture: Leading the Electrification Movement

With this new round of funding, Treehouse plans to expand its operating footprint nationwide, enabling OEMs, utilities, fleet managers, and electrification hardware manufacturers to launch large-scale electrification programs. Positioned at the forefront of the electrification movement, Treehouse is ready to drive the transition to clean energy, empowering millions of homes and businesses to access, afford, and adopt sustainable energy solutions. We are thrilled to support their growth and amplify their impact as they scale.