NRG Energy Buys Pure Energies for Web-Based Rooftop Solar

Oct. 2 (Bloomberg) — NRG Energy Inc., the largest
independent U.S. electricity producer, agreed to acquire Pure
Energies Inc. to add online sales of residential solar systems
to its retail offerings.

Pure Energies connects homeowners in Canada and the U.S.
who want solar systems with local installers through its
website. The purchase will help NRG reach more solar customers
at costs that are as much as 50 percent lower than traditional
marketing efforts, Kelcy Pegler Jr., president of NRG’s Home
Solar unit, said in an interview. The Princeton, New Jersey-based company didn’t include terms in a statement today.

Pegler said adding Pure Energies’ technology and website
will help him reach retiring baby-boomers and tech-savvy
millenials buying their first homes who want to generate their
own electricity.

“We see them driving this disruptive technology,” Pegler
said. “It’s important to reach them where they are, on their

Closely held Pure Energies is based in Toronto and has more
than 150 employees in North America.

To contact the reporter on this story:
Christopher Martin in New York at

To contact the editors responsible for this story:
Reed Landberg at
Will Wade, Robin Saponar

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