4 biggest challenges of Houston-based sustainability startups

Houston innovation awards

The six finalists for the sustainability category for the 2023 Houston Innovation Awards weigh in on their challenges overcome. Photos courtesy

Six Houston-area sustainability startups have been named finalists in the 2023 Houston Innovation Awards, but they didn't achieve this recognition — as well as see success for their businesses — without any obstacles.

The finalists were asked what their biggest challenges have been. From funding to market adoption, the sustainability companies have had to overcome major obstacles to continue to develop their businesses.

The awards program — hosted by EnergyCapital's sister site, InnovationMap, and Houston Exponential — will name its winners on November 8 at the Houston Innovation Awards. The program was established to honor the best and brightest companies and individuals from the city's innovation community. Eighteen energy startups were named as finalists across all categories, but the following responses come from the finalists in the sustainability category specifically.

Click here to secure your tickets to see who wins.

1. Securing a commercial pilot

"As an early-stage clean energy developer, we struggled to convince key suppliers to work on our commercial pilot project. Suppliers were skeptical of our unproven technology and, given limited inventory from COVID, preferred to prioritize larger clients. We overcame this challenge by bringing on our top suppliers as strategic investors. With a long-term equity stake in Fervo, leading oilfield services companies were willing to provide Fervo with needed drilling rigs, frack crews, pumps, and other equipment." — Tim Latimer, founder and CEO of Fervo Energy

2. Finding funding

"Securing funding in Houston as a solo cleantech startup founder and an immigrant with no network. Overcome that by adopting a milestone-based fundraising approach and establishing credibility through accelerator/incubator programs." — Anas Al Kassas, CEO and founder of INOVUES

"The biggest challenge has been finding funding. Most investors are looking towards software development companies as the capital costs are low in case of a risk. Geothermal costs are high, but it is physical technology that needs to be implemented to safety transition the energy grid to reliable, green power." — Cindy Taff, CEO of Sage Geosystems

3. Market adoption

"Market adoption by convincing partners and government about WHP as a solution, which is resource-intensive. Making strides by finding the correct contacts to educate." — Janice Tran, CEO and co-founder of Kanin Energy

"We are creating a brand new financial instrument at the intersection of carbon markets and power markets, both of which are complicated and esoteric. Our biggest challenge has been the cold-start problem associated with launching a new product that has effectively no adoption. We tackled this problem by leading the Energy Storage Solutions Consortium (a group of corporates and battery developers looking for sustainability solutions in the power space), which has opened up access to customers on both sides of our marketplace. We have also leveraged our deep networks within corporate power procurement and energy storage development to talk to key decision-makers at innovative companies with aggressive climate goals to become early adopters of our products and services." — Emma Konet, CTO and co-founder of Tierra Climate

4. Long scale timelines

"Scaling and commercializing industrial technologies takes time. We realized this early on and designed the eXERO technology to be scalable from the onset. We developed the technology at the nexus of traditional electrolysis and conventional gas processing, taking the best of both worlds while avoiding their main pitfalls." — Claus Nussgruber, CEO of Utility Global

Houston-based INOVUES CEO Anas Al Kassas joins the Energy Tech Startups podcast to discuss his company's energy-saving tech. Photo via inovues.com

Houston innovator on the impact of facade enhancement on the energy transition

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Imagine a world where outdated building facades transform overnight into modern marvels without the chaos of construction or the burden of exorbitant costs.

In the recent podcast episode on Energy Tech Startups, Anas Al Kassas, the CEO of INOVUES, unveils a groundbreaking technology that promises just that. This isn't just about a facelift; it's about revolutionizing energy efficiency, embracing smart-class innovations, and redefining the aesthetics of urban landscapes.

The Advantages of Facade Technology

One of the key advantages Al Kassas highlighted was the ability to significantly reduce both the cost and environmental impact of upgrading building facades. Al Kassas explained that by utilizing INOVUES' technology, the existing systems can be updated and improved without the need for removing or discarding the windows. This approach not only saves on material costs but also avoids disruption during installation. Additionally, the fast installation process and lower labor costs further contribute to the overall cost-effectiveness of the solution.

The Role of Design Aesthetics in Building Upgrades

While energy efficiency is a primary driver for building upgrades, Al Kassas emphasized the importance of design aesthetics in the commercial real estate market. He explained that modernizing the appearance of older buildings, which may still perform well but suffer from outdated perceptions, can attract more tenants and make them more competitive. With INOVUES' solution, building owners have the opportunity to improve the aesthetics of their facades by incorporating the latest glass technologies, colors, and frit patterns (translucent patterns on glass). This not only enhances the building's appearance but also contributes to glare reduction and customization options for different tenants' needs.

The Potential for Rentable Facades

During the conversation, Al Kassas speculated about the potential for rentable facades powered by INOVUES' technology. Just as Apple offers an upgrade plan for its devices, this concept proposes a similar model for building owners to continually incorporate the latest technologies every few years. By avoiding upfront costs and providing immediate benefits such as lower energy bills, improved tenant satisfaction, and a more sustainable building, this rentable facade approach could revolutionize the industry and make energy-efficient upgrades more accessible for a wider range of buildings.

The Current Funding Landscape and Future Growth

INOVUES' journey in securing funding, as discussed in the podcast, sheds light on the challenges faced by energy tech startups. The CEO highlighted the importance of timing and identifying the right investors who share the vision and understand the industry landscape. Despite the difficulties, INOVUES has successfully raised capital, including participation from a multinational building technology company. The company's next goal is to secure a series A funding round to scale their operations and expand their footprint in the market.

INOVUES' technology represents a sustainable solution for upgrading building facades without the need for extensive removal or disruptions. The combination of energy efficiency, improved design aesthetics, and the potential for rentable facades showcases the versatility and value of the company's technology. As the demand for sustainable building solutions continues to grow, and regulatory changes support energy efficiency projects, INOVUES is poised to make a significant impact in the industry. By focusing on both environmental and economic benefits, they are positioning themselves as a key player in the energy tech startup landscape.

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Hosted by Jason Ethier and Nada Ahmed, the Digital Wildcatters’ podcast, Energy Tech Startups, delves into Houston's pivotal role in the energy transition, spotlighting entrepreneurs and industry leaders shaping a low-carbon future.

This innovative window treatment startup announced new global patents. Photo courtesy of INOVUES

Houston sustainability startup secures major milestone for energy efficient tool

patent progress

A Houston company that retrofits windows with smart glass innovations to reduce energy use is celebrating a handful of patents across North America and China.

INOVUES announced it secured several new patents from the United States Patent and Trademark Office, the Canadian Intellectual Patent Office, and the China National Intellectual Property Administration.

“These newly awarded patents reinforce our commitment to innovation and position us as a trusted partner for investors and industry partners,” says Anas Al Kassas, INOVUES founder and CEO, in a news release.

The company now has a total of four patents granted in the United States, Canada, and China, and four more patents pending in the United States, Canada, and the European Union. Additionally, INOVUES has trademark protection granted in the EU, United Kingdom, and China.

INOVUES's unique window treatment — its Insulating Glass Retrofit (IGR) and Secondary Glass Retrofit (SWR) technologies — directly impacts the built environment. The process includes 70 percent fewer materials compared to traditional methods and building owners see a 40 percent reduction in reduction in energy consumption following installation.

Last year, the company raised $2.75 million in venture funding. Kassas said at the time that the funding was slated o be used to scale up the team and identify the best markets to target customers, adding that he was looking for regions with rising energy rates and sizable incentives for companies making energy efficient changes.

"We were able to now implement our technology in over 4 million square feet of building space — from Boston, Seattle, Los Angeles, New York City, Portland, and very soon in Canada," he said in a December episode of the Houston Innovators Podcast.

Anas Al Kassas is the CEO and founder of INOVUES. Photo courtesy

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Solidec secures pre-seed funding from Houston VC firm

fresh funding

Houston-based Flathead Forge Fund 1 has invested in Houston startup Solidec, which specializes in modular onsite chemical manufacturing.

The investment was part of Solidec’s recent round of more than $2 million in pre-seed funding. The amount of Flathead Forge’s investment wasn’t disclosed.

“Flathead Forge brings exactly the kind of domain-specific capital and operational network that a company at our stage needs. Their focus on water and critical minerals makes this a genuinely strategic relationship,” Ryan DuChanois, co-founder and CEO of Solidec, said in a news release.

Other investors in the round included New Climate Ventures, Collaborative Fund, Echo River Capital, Ecosphere Ventures, Plug and Play Ventures, Safar Partners and Semilla Climate Capital.

Solidec produces industrial chemicals, including hydrogen peroxide, formic acid and acetic acid, using only air, water and electricity. Its modular reactors eliminate the need for energy-intensive production and long-haul distribution.

“Solidec’s platform cuts cost, emissions, and supply-chain fragility at the source,” Douglas Lee, managing director of Flathead Forge, added in the statement.

DuChanois said in an email that the company plans to use the funding to "scale (its) modular chemical manufacturing platform."

Solidec recently announced a pilot project with Lynas Rare Earths, the world’s only commercial producer of separated light and heavy rare earth oxides outside China, for production of hydrogen peroxide for a Lynas facility in Australia.

Solidec, a member of Greentown Labs Houston, spun out of associate professor Haotian Wang’s lab at Rice University in 2024. Wang focuses on developing new materials and technology for energy and environmental uses, such as energy storage and green synthesis.

Greentown Labs names new COO, appoints new Head of Houston

new leaders

Greentown Labs has reshuffled its leadership, elevating Houston leaders into new roles.

Lawson Gow was named COO of the Houston- and Boston-based climatech incubator in February 2026. In his new role, he will focus on optimizing Greentown's structure, building new internal and external systems and developing a plan for growth.

Gow was named Head of Houston in July. He previously founded The Cannon, a coworking space with eight locations in the Houston area, with additional partner spaces. He also recently served as managing partner at Houston-based investment and advisory firm Helium Capital. Gow is the son of David Gow, founder of Energy Capital's parent company, Gow Media.

Kelsey Kearns, who previously served as Director of Community Strategy at Greentown, was named as Gow's replacement in the Houston-focused role. As the new Head of Houston, she will lead daily operations, work to connect the city's climate and innovation ecosystem and founders, strengthen partnerships and accelerate solutions.

"I'm honored and grateful to step into this new role," Kearns said in an email. "My goal is for Greentown to thrive so our founders can thrive! That means supporting their connection to the capital, pilots, and customers they need to grow while building partnerships across Houston's innovation ecosystem. I want Greentown Houston to become the playbook for every future Greentown expansion."

Before joining Greentown Houston, Kearns served as director of business development at Howdy.com, an Austin-based technology staffing company.

"Kelsey is such a perfect fit to lead Greentown Houston," Gow added in an email. "She's deeply passionate about the entrepreneurial community here and has worked throughout and across the ecosystem for years. She's built an awesome dream team here and has helped reinvigorate Greentown's presence and role in Houston's innovation economy."

Earlier this year, Greentown also named Julia Travaglini as the Head of its Boston incubator. Travaglini has held multiple leadership roles at Greentown since 2016. The organization named Georgina Campbell Flatter as its new CEO in early 2025.

Texas sees 5th highest surge in gas prices in the U.S. since 2025

Pay at the Pump

Residents all around Texas are seeing soaring prices for regular and diesel fuel in 2026.

In fact, the Lone Star State has seen the fifth-highest percentage increase in gas prices in the country from April 2025 to April 2026, a just-released SmartAsset study has found. The current cost of a regular gallon of gas is 36.1 percent higher now than it was a year ago, and diesel is 60.9 percent more expensive.

The report, "Gas Prices Hit Records in 2026: State by State Breakdown," compared average gas prices from AAA from April 1, 2025 and April 1, 2026 and calculated the one-year change across all 50 states. The study looked at the price of a gallon of regular, premium, and diesel.

According to AAA, the cost of a regular gallon of gas in Texas at the start of April was $3.77, while premium is $4.62 per gallon. Diesel ticked over $5 a gallon — ouch — at $5.11.

Houston gas prices aren't much cheaper than the statewide average. A gallon of regular costs up to $3.76 at some Houston-area pumps, and diesel is $5.05 per gallon. AAA says the highest recorded average price for gas in the city was in June 2022, when a gallon of regular cost $4.68 and diesel cost $5.24.

Though Texas' gas prices are continuing to climb, it ranks 35th in the national ranking of states with the highest cost for regular gas as of April 2026. Texas' diesel prices are the 14th highest nationwide.

With the national average price for gas at $4.06, SmartAsset said the sudden surge in prices can be attributed to the United States' war on Iran, and "subsequent pressure on the Strait of Hormuz."

"Many states have experienced a 33 percent year-over-year increase in the cost of a gallon of regular gas – and in some places it’s even higher," the report's author wrote. "Commercial and public programs may be feeling similarly pinched, with diesel prices upwards of $6.00 per gallon in many states."

California currently has the highest average price for regular and diesel — $5.89 per gallon and $7.52 per gallon, respectively.

Arizona leads the nation with the highest one-year increase in gas prices. Regular gas in the Grand Canyon State is nearly 38 percent more expensive than it was last year, at $4.70 per gallon, and diesel is about 69 percent higher at $6.04 for a gallon.

The state with the cheapest gas prices in April is Oklahoma, where regular costs $3.27 per gallon, premium is $3.97, and diesel is $4.49.

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This article originally appeared on CultureMap.com.

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