Q&A: Inside Solarity's pivot to B2B and healthcare in Nigeria

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Nigerian solar distributor Solarity, operating under Vanpeux Global Synergy, is introducing a strategy shift from direct-to-consumer sales to a business-to-business model focused on healthcare, cooling and microfinance. Co-founders Peter Ejimudo and Ovoke Ekrebe disclosed the company’s strategic plan in an exclusive interview with Renewables Rising.

• Initially, the top distributor of Sun King’s solar products in Lagos, Solarity, introduced its own branded solar lanterns, solar home systems and freezers two years ago. It has also grown into standalone commercial and residential solar systems and wider solar product distribution.

• To address Nigeria’s reliance on generators, they designed an automatic changeover device that operates with the public grid, paving the way for solar distribution.

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Q: Reflecting on your personal journey, what motivated your transition from banking and reinsurance into renewable energy?

Peter: My career started with nearly two years at the African Reinsurance Corporation in the technical assistance department for West Africa, followed by eight-plus years in banking. Through those years, I developed a deep desire to not only satisfy customers but to actually measure impact directly.

My co-founder, the CEO, and I had a combined 16 years working together in banking. We were involved in setting up customer-centric policies and service coordination. Eventually, we wanted to take that knowledge and apply it directly to our own customers outside the banking sector. Initially, we focused on solving a typical Nigerian problem: everyone uses diesel generators due to frequent power outages. We created an “automatic changeover” device that switches your generator off and on automatically when the public grid returns.

This innovation sparked customer demand for better, quieter solutions, leading us to distribute solar systems. We were among Nigeria’s early adopters, distributing Sun King products through a popular inverter importer - Simba (Wandell) before Sun King officially entered the Nigerian market. We also benefited from GiZ and USAID training programs focused on solar installation, which helped us develop practical solar expertise that’s often missing from formal engineering curricula.

Q: Scaling to empower over 25,000 homes is remarkable. What are the biggest hurdles you have faced?

Peter: Financing tops the list. If we had access to more patient capital or grants, we could have easily multiplied our milestones many times over. We have mostly sourced funds through commercial banks, which tend to have higher costs and tighter terms. We are actively pursuing grants and DFI funding, but it’s still quite challenging to secure.

Another critical challenge is retaining qualified technical staff. Because solar installation is not part of the core curriculum in Nigerian universities, our engineers typically start with limited practical knowledge. We invest heavily in training, but unfortunately, we become a stepping stone for many, as they move on to other opportunities soon after. Managing this turnover while maintaining quality service is resource-intensive.

Q: Solarity’s shift to B2B is significant after years of direct-to-consumer sales. Could you describe this move and the rationale?

Peter: Our future strategy focuses about 80% on B2B with pillars in healthcare, cooling, and microfinance institutions (MFIs). This pivot is challenging given our deep roots in B2C over the past 14 years. We are essentially retraining our sales teams to identify institutional partners like MFIs and cooperatives that can push our products at scale rather than chasing individual customers.

B2B margins are slimmer than B2C, but the trade-off is higher sales volume and quicker turnover. We believe sustainable growth lies in building these institutional relationships that allow us to push affordable solar solutions deeper into communities.

Q: How does the new all-female board of directors strengthen your strategy?

Peter: This was a deliberate choice to tap into unparalleled sector expertise and fresh perspectives. We identified our three strategic pillars healthcare, microfinance, and cooling and recruited leading women in those areas: A a woman that has pivoted the growth of women businesses in Nigeria and now a standout UN National representative in Nigeria, a member from one of Nigeria's leading and largest retail pharmaceutical chains, another is a sales system expert while the last is a Burundian based in Kenya and an expert in building relevant partnerships with DFIs and impact investors, offering inroads to critical financing partners and women recognized nationally and internationally in cold chain logistics and gender-focused business advocacy, including a prominent representative from Kenya focused on funding access. 

This board that comprises Ms. Hansatu Adegbite, Betty Oluwasina, Josephine Ehimen, Nwamaka Udenigwe and Emmanuella Ngororano has been transformative and very active, providing relevant connections and inroads.

Bringing these women on board was not easy; it took us over six months of engagement. But the results are already clear: the board has opened doors, attracted new collaborations, and generated international interest rapidly, enhancing our credibility.

Q: Could you explain your partnership model with MFIs and cooperatives in reaching last-mile communities?

Peter: We deliberately avoid direct payment collections. Instead, we partner with MFIs and cooperatives who are better equipped to handle small instalment sales and collections, which is vital for our lease-to-own (LTO), Energy as a Service (EaaS) and pay-as-you-go (PAYGO) financing models.

These organisations act as agents responsible for both sales and collections, allowing us to focus on product supply, training, and technical support for customers. This agent-distributor model has been fundamental in penetrating remote rural areas and scaling affordably.

Q: What’s your perspective on Nigeria’s renewable energy policy environment as a solar company?

Ovoke: In June 2025, Nigeria’s federal government passed four new tax laws effective January 2026, impacting small businesses and renewables. We are partnering with finance experts to understand implications and seize any opportunities. A stakeholder session planned by the Renewable Energy Association of Nigeria (REAN) is part of this process.

States now have independent regulatory oversight over the power sector, which means businesses operating in multiple states must comply with varying regulations. While current regulations resemble past federal standards, states are expected to diverge more over time, adding complexity.

The policy reform we most need is local content protection. Nigeria’s market has been largely open, which has invited a surge of nationals of several countries dominating imported products. We want fair local content laws that protect Nigerian firms and offer career opportunities for local graduates, similar to protections in the oil industry.

Peter: I propose a kind of reform that encourages a synergy of these international players with the homegrown solar developers, as this single policy can change the paradigm in favour of growing the technical capacities of small businesses and the real GDP of Nigeria, while retaining the huge dollars that flee the country annually.

Q: There was talk of banning solar panel imports in Nigeria. How has that impacted you?

Ovoke: The idea of banning imports was considered, but many in the industry felt the timing was premature. Nigeria’s local manufacturing capacity is estimated at only around 5% of demand, so prematurely restricting imports would hinder growth.

While not yet implemented, this conversation is positive because it raises awareness of the importance of local manufacturing, which we support. The timing and implementation details will determine real impact.

Q: What excites you most about the future of renewable energy access in Nigeria?

Peter: The real magic is in the transformation we create. Just small, energy-efficient technologies can vastly improve the livelihood of micro-entrepreneurs. Hearing their stories and seeing their smiles is the strongest motivator. 

The story of a small maternal clinic that utilises our solar lanterns and solar fans to illuminate the lives of each woman and child who visits, receiving attention and care thanks to the extended hours of light. The story of Mama Onome, whose cooling business with four freezers was completely packed up, until she came in with our innovative solar freezer, and her word-of-mouth testimonies cleared up all our stocks.

Digitisation also excites us. Our healthcare solar systems feature remote monitoring, which ensures systems run smoothly and transparently, providing live data to funders and stakeholders, fostering trust and enabling better maintenance and operational decisions.

Ovoke: From a broader perspective, the government’s Credit Corp initiative is promising. Building a reliable credit environment where Nigerians can purchase solar products on extended pay-as-you-go terms with confidence is critical to scaling adoption.

Q: Are there upcoming collaborations or projects Solarity is pursuing?

Peter: Yes, we are working on a state government-led “Lighting and Cooling” project aimed at rural communities, deploying solar-powered cooling equipment. This initiative is scheduled for completion before the end of the last quarter of 2025.

We are also strengthening partnerships with OEMs and solar innovators in Africa to localise advanced solar technologies in Nigeria. We have significant demand from cooperative societies for flexible payment models spanning six to 48 months, which calls for patient funding partners.