As the Lone Star State's longest running solar company, Freedom Solar has deep roots in the state, especially in Central Texas where the company was founded. In the last few years, we have aggressively expanded to high-solar-potential but low-solar-adoption population centers with deregulated electricity markets - most recently to Houston.
In May of this year, Freedom Solar hired Houston native Lila Ontiveros as Vice President of Business Development to further accelerate solar installations and build out the team locally in the Bayou City.
Houston has huge potential for solar power, especially when combined with battery storage, because of its large and growing population, the amount of sun it gets, and the need for reliable backup power during emergencies. The biggest barrier to solar adoption is that most residents are not aware that solar is a viable and financially attractive option. As Lila notes, “The solar IQ in Houston is extremely, extremely low. It’s just an untapped market.”
Houston is known as the Energy Capital of the World and has long had a reputation for leadership in the energy industry. As the cost of solar reaches parity with hydrocarbons, staying on the forefront of energy innovation will include solar adoption. Lila believes solar will be "the next wave" and says that "every single person I’ve spoken with in the oil and gas industry, they’re into listening. They want to have the conversation.”
Lila is responsible for market development and accelerating both commercial and residential operations in Houston. Prior to joining Freedom Solar, Lila worked as a Director of Investment Strategies at CAZ Investments. Previously, she served as Finance Director on a major presidential campaign. Lila began her career with nearly a decade of experience in Foreign Exchange Sales at Goldman Sachs in New York City. A Houston area native, Lila was a Meinig Scholar at Cornell University and graduated with a B.S. in Industrial Labor Relations.