- A lead-aggregator marketplace sells you leads and usually takes a commission on each job.
- Going direct means you find your own leads and keep the full margin and the customer.
- The PM Surya Ghar National Portal already sends free, direct leads to registered vendors.
- Ops software is different again — it helps you run the leads you have; it does not sell leads.
- Watch margin, lock-in and data ownership before signing with any platform.
- SuryaHub is ops software, not a lead source — it helps you run your jobs, not buy customers.
Every small EPC gets the same pitch sooner or later: join our platform, get leads, grow fast. Some platforms really sell you leads. Others just help you run the leads you already have. The two are not the same, and confusing them can cost you margin and your own customers.
What is a vendor-aggregator platform?
A vendor-aggregator platform is a marketplace that collects homeowner enquiries and routes them to EPCs. The homeowner finds the platform, asks for solar, and the platform hands that lead to one or more installers. In return, the platform charges a fee — often a commission per lead or per closed job.
The model is simple: the platform owns the demand. It spends on ads and search, builds the brand the homeowner trusts, and rents you access to that flow. That can feel like easy growth. But it also means the platform, not you, usually owns the customer relationship.
What does "going direct" mean?
Going direct means you find and serve your own customers, with no middle layer taking a cut. Your leads come from your own marketing, your referrals, your local reputation, or the free leads the PM Surya Ghar National Portal sends to registered vendors in your area.
When you go direct, the customer is yours. You set the price, you own the brand experience, and you keep the full margin minus your own marketing cost. The trade-off is that you have to build that demand yourself, which takes time and effort early on.
How do aggregators, going direct and ops software compare?
They differ most on who owns the customer, how you pay, and how easy it is to leave. The matrix below lays out the three options across the dimensions that matter to a small EPC. Treat the figures as illustrative estimates — verify any number with the specific platform.
Caption: Illustrative comparison for small EPCs. Commission and subscription ranges are typical estimates, not fixed rates — confirm with each platform. Source framing based on the public PM Surya Ghar process and general service-contract norms (see Sources).
Who owns the customer relationship?
On most aggregator platforms, the platform owns the customer, not the EPC. The homeowner found the platform, trusts the platform brand, and may never know your firm name. That matters because the next job, the referral, and the service work all flow back to whoever owns the relationship.
When you go direct, or when you serve a portal lead under your own name, the customer is yours. They call you for the AMC, they recommend you to a neighbour, and they come back when they want a battery. Ownership of the relationship is where long-term EPC value sits.
Cost models: commission vs subscription vs free
The three options charge you in three different ways, and the difference adds up fast. Match the cost model to how often you will use the channel.
Commission (most aggregators)
Aggregators usually take a commission — a percentage per lead or per closed job. A typical range is an estimated 5 to 20 percent, but the real figure varies widely, so verify it with the specific platform. Commission scales with you: the more you sell, the more you pay.
Subscription (most ops software)
Ops software usually charges a flat subscription, often per user per month. The exact price is platform-specific and should be checked directly. The point of a subscription is that the cost stays roughly fixed even as your job volume grows, so your margin per job is protected.
Free (the National Portal)
The PM Surya Ghar National Portal lists registered vendors to homeowners at no cost. Those leads are free and direct. Anyone charging you a "fee" to receive National Portal leads is selling you something the government already gives you for free.
What are the margin and lock-in risks?
The two biggest risks with any lead platform are margin erosion and lock-in. A commission cuts your margin on every single job, and solar margins are already thin. Read our EPC margin and pricing guide to see how little room there often is.
Lock-in is the quieter risk. If all your leads come through one platform, you cannot leave without losing your pipeline. The platform knows that, and it can raise commissions, change ranking rules, or push your price down. A healthy business keeps more than one source of demand.
When does an aggregator make sense for a small EPC?
An aggregator can make sense when you are new and need volume fast. If you have crews sitting idle and no brand yet, paying a commission to fill the calendar can beat an empty schedule. The leads buy you time to build your own reputation.
Use it as a top-up, not your only channel. Treat aggregator leads as extra work you would not otherwise have, keep your commission percentage low, and try to convert those customers into your own referrals. The moment the platform becomes your whole pipeline, you have a lock-in problem.
When does going direct win?
Going direct wins when you have, or can build, your own steady demand. For most empanelled PM Surya Ghar vendors, the free portal leads plus local referrals are enough to stay busy without paying a commission on every job. That keeps the full margin in your business.
Direct also wins on repeat value. You own the customer, so the service contract, the upsell and the word-of-mouth all come back to you. Over a few years, owning your customers is usually worth far more than the volume an aggregator can rent you.
What is the difference between a lead marketplace and ops software?
A lead marketplace sells you customers; ops software helps you run the customers you have. They solve different problems, and a small EPC can use both at once without conflict. The trouble starts when a platform blurs the line and pitches itself as both.
A lead marketplace charges commission and often owns the customer data. Ops software — a solar CRM or project-management platform — charges a flat subscription, takes no cut of your jobs, and leaves the leads entirely to you. Ops software is plumbing for your business, not a tap that someone else controls.
How do you evaluate any platform before signing?
Before you sign, ask the same hard questions of every platform — marketplace or ops software. The answers tell you who really benefits.
- Who owns the customer and the data? Get it in writing, not just on a call.
- How exactly am I charged? Commission, subscription, or both — and on what base?
- Are leads exclusive or shared? Shared leads mean you compete on price with rivals.
- Can I export my data and leave? If the answer is vague, treat it as a no.
- Is there a lock-in or minimum spend? Avoid terms that punish you for diversifying.
- What is the real, current price? Verify every quoted percentage or fee directly.
If a platform cannot answer these clearly, that is your answer. A fair partner is happy to be specific about cost, ownership and exit.
Who owns your data, and can you exit?
Your customer and job data is one of your most valuable assets, so do not give it away by accident. Some lead marketplaces hold the customer records, which means leaving them costs you your history. Always check the contract before you commit.
Good ops software treats your data as yours. You should be able to export your customers, quotes and job records whenever you want, with no penalty. A platform that makes leaving easy is usually one that earns its keep by being useful, not by trapping you.
How SuryaHub helps — and what it is not
Let us be honest and clear: SuryaHub is ops software, not a lead marketplace. We do not sell you leads and we do not own your customers. SuryaHub is an operating system for EPCs that helps you run the leads you already get — from quote and CRM through DISCOM and net-metering steps to subsidy tracking — so fewer jobs slip and your margin is protected. SuryaHub is pre-revenue; Suryantra Energy and RGESPL are our real pilots, and any AI features are on the roadmap, not live claims.
Run the leads you already have
See how SuryaHub runs each job from quote to subsidy — no commission on your work.
Related guides
Frequently asked questions
What is a solar lead-aggregator platform?+
A solar lead-aggregator platform is a marketplace that collects homeowner enquiries and routes them to EPCs, usually for a commission per lead or per closed job. The aggregator typically owns the customer relationship and the data, and a small EPC pays for access to that flow of leads.
Should a small EPC use a platform or go direct on PM Surya Ghar?+
A small EPC should compare cost, control and lock-in before choosing. The PM Surya Ghar National Portal already sends free, direct leads to registered vendors, so going direct often protects margin. An aggregator can add volume early, but it usually takes a commission and may own the customer.
Is SuryaHub a lead-aggregator or marketplace?+
No. SuryaHub is ops software — an operating system that helps an EPC run the leads it already has, from quote to subsidy claim. SuryaHub does not sell leads and does not own the customer. SuryaHub is pre-revenue, with Suryantra Energy and RGESPL as real pilots.
How does an aggregator platform affect EPC margin?+
An aggregator platform usually charges a commission on every lead or closed job, so it cuts directly into EPC margin. The commission is often an estimated 5 to 20 percent, but the exact figure varies, so verify it with the specific platform. Going direct keeps that margin with the EPC.
What is the difference between a lead marketplace and ops software?+
A lead marketplace sells you customers and often owns the relationship and the data. Ops software helps you run the customers you already have, recording quotes, jobs and subsidy steps. A lead marketplace charges commission; ops software usually charges a flat subscription and leaves the leads to you.
Can I export my data if I leave a platform?+
You should be able to export your data, but it depends on the platform terms, so check the contract before you commit. Good ops software lets an EPC export customer and job records on exit. Some lead marketplaces hold the customer data, which raises the cost of leaving.
Sources & references
The comparison reflects the public PM Surya Ghar process and general norms for service contracts and commissions. Cost figures are illustrative estimates — always confirm current terms directly with the specific platform.
- National Portal for PM Surya Ghar ↗
The official channel where homeowners apply and see registered vendors for free.
- Ministry of New & Renewable Energy (MNRE) ↗
Scheme guidelines, the vendor framework and the role of the National Portal.
- Consumer Affairs (Government of India) ↗
General guidance on contracts, fair terms and consumer rights for service agreements.
Written by the SuryaHub team · reviewed against MNRE & National Portal sources · updated 19 June 2026.
Method: Comparison dimensions reflect the public PM Surya Ghar process and general service-contract norms. Commission and subscription figures are illustrative estimates and must be verified with each platform. SuryaHub is pre-revenue ops software; only Suryantra Energy and RGESPL are real pilots, and AI features are roadmap.
Change log: 19 Jun 2026 — first published.