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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

    At last year's awards program, Cemvita Factory's co-founders, Tara and Moji Karimi, accepted the award for the Green Impact Business category. This year, Moji Karimi served as a judge

    18 Houston energy startups named finalists for innovation awards program

    companies to watch

    The 2023 Houston Innovation Awards announced its 52 finalists — a large portion of which are promising energy transition startups.

    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.

    The following startups, which all have an energy transition element to their business, received a finalist position in one or two categories.

    Click here to secure your tickets to see who wins.

    • ALLY Energy, helping energy companies and climate startups find, develop, and retain great talent, scored two finalist positions — one in the Female-Owned Business category and the other in the Social Impact Business category.
    • Eden Grow Systems, next generation farming technologies, is a finalist in the People's Choice: Startup of the Year category.
    • Feelit Technologies, nanotechnology for preventive maintenance to eliminate leaks, fires and explosions, increase safety and reduce downtime, is a finalist in the Female-Owned Business category and the People's Choice: Startup of the Year category.
    • Fervo Energy, leveraging proven oil and gas drilling technology to deliver 24/7 carbon-free geothermal energy, scored two finalist positions — one in the Sustainability Business category and the other in the People's Choice: Startup of the Year category.
    • FluxWorks, making frictionless gearboxes for missions in any environment, is a finalist in the Hardtech Business category.
    • Helix Earth Technologies, decarbonizing the built environment and heavy industry, is a finalist in the Hardtech Business category.
    • INOVUES, re-energizing building facades through its non-invasive window retrofit innovations, making building smarter, greener, and healthier for a better and sustainable future, was named a finalist in the Sustainability Business category.
    • Kanin Energy, helping heavy industry monetize their waste heat and decarbonize their operations, was named a finalist in the BIPOC-Owned Business and the Sustainability Business categories.
    • Mars Materials, developing a carbon-negative pathway for carbon fiber and acrylamide production using CO2 and biomass as raw materials, is a finalist in the BIPOC-Owned Business category.
    • Molecule, an energy/commodity trading risk management software that provides users with an efficient, reliable, responsive platform for managing trade risk, is a finalist in the Digital Solutions Business category.
    • Rhythm Energy, 100 percent renewable electricity service for residential customers in Texas, is a finalist in the People's Choice: Startup of the Year category.
    • Sage Geosystems, a cost-effective geothermal baseload energy solution company, also innovating underground energy storage solutions, was named a finalist in the Sustainability Business category.
    • Solugen, decarbonizing the chemical industry, is a finalist in the Hardtech Business category.
    • Square Robot, applying robotic technology to eliminate the need to put people into dangerous enclosed spaces and eliminate taking tanks out of service, is a finalist in the Hardtech Business category.
    • Syzygy Plasmonics, a deep decarbonization company that builds chemical reactors designed to use light instead of combustion to produce valuable chemicals like hydrogen and sustainable fuels, is a finalist in the Hardtech Business category.
    • Tierra Climate, decarbonizing the power grid faster by helping grid-scale batteries monetize their environmental benefits and change their operational behavior to abate more carbon, was named a finalist in the Sustainability Business category.
    • Utility Global, a technology company converting a range of waste gases into sustainable hydrogen and syngas, was named a finalist in the Sustainability Business category.
    • Venus Aerospace, a hypersonics company on track to fly reusable hypersonic flight platforms by 2024, is a finalist in the Hardtech Business category.

    Additionally, two energy companies were named to the Corporate of the Year category, which honors corporations that supports startups and/or the Houston innovation community. Aramco Ventures and Chevron Technology Ventures are two of the four finalists in this category.

    Lastly, Jason Ethier, co-founder of Lambda Catalyzer and host of the Energy Tech Startups podcast, and Kendrick Alridge, senior manager of community at Greentown Labs, scored finalist positions in the Ecosystem Builder category, as individuals who have acted as leaders in developing Houston’s startup ecosystem.

    Click here to see the full list of finalists.

    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

    guest column

    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.

    ———

    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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    40+ climatetech startups join Greentown, including a dozen from Houston

    green team

    More than 40 climatetech startups joined the Greentown Labs Houston community in the second half of 2025. Twelve hail from the Bayou City.

    The companies are among a group of nearly 70 that joined the climatetech incubator, which is co-located in Houston and Boston, in Q3 and Q4.

    The new companies that have joined the Houston incubator specialize in a variety of clean energy applications, from green hydrogen-producing water-splitting cycles to drones that service wind turbines.

    The local startups that joined Greentown Houston include:

    • Houston-based Wise Energie, which delivers turnkey microgrids that blend vertical-axis wind, solar PV, and battery storage into a single, silent system.
    • The Woodlands-based Resollant, which is developing compact, zero-emissions hydrogen and carbon reactors to provide low-cost, scalable clean hydrogen and high-purity carbon for the energy and manufacturing sectors.
    • Houston-based ClarityCastle, which designs and manufactures modular, soundproof work pods that replace traditional drywall construction with reusable, low-waste alternatives made from recycled materials.
    • Houston-based WattSto Energy, which manufactures vanadium redox flow batteries to deliver long-duration storage for both grid-scale projects and off-grid microgrids.
    • Houston-based AMPeers, which delivers advanced, high-temperature superconductors in the U.S. at a fraction of traditional costs.
    • Houston-based Biosimo, which is developing bio-based platform chemicals, pioneering sustainable chemistry for a healthier planet and economy.
    • Houston-based Ententia, which offers purpose-built, generative AI for industry.
    • Houston-based GeoKiln Energy Innovation, which is developing a new way to produce clean hydrogen by accelerating natural geologic reactions in iron-rich rock formations using precision electrical heating.
    • Houston-based Timbergrove, which builds AI and IoT solutions that connect and optimize assets—boosting visibility, safety, and efficiency.
    • Houston-based dataVediK, which combines energy-domain expertise with advanced machine learning and intelligent automation to empower organizations to achieve operational excellence and accelerate their sustainability goals.
    • Houston-based Resonant Thermal Systems, which uses a resonant energy-transfer (RET) system to extract critical minerals from industrial and natural brines without using membranes or grid electricity.
    • Houston-based Torres Orbital Mining (TOM),which develops autonomous excavation systems for extreme environments on Earth and the moon, enabling safe, data-driven resource recovery and laying the groundwork for sustainable off-world industry.

    Other startups from around the world joined the Houston incubator in the same time period, including:

    More than 100 startups joined Greentown this year, according to an end-of-year reflection shared by Greentown CEO Georgina Campbell Flatter.

    Flatter joined Greentown in the top leadership role in February 2025. She succeeded former CEO and president Kevin Knobloch, who stepped down in July 2024.

    "I moved back to the United States in March 2025 after six years overseas—2,000 miles, three children, and one very patient husband later. Over these months, I’ve had the chance to hear from the entrepreneurs, industry leaders, investors, and partners who make this community thrive. What I’ve experienced has left me brimming with urgent optimism for the future we’re building together," she said in the release.

    According to Flatter, Greentown alumni raised more than $2 billion this year and created more than 3,000 jobs.

    "Greentown startups and ecosystem leaders—from Boston, Houston, and beyond—are showing that we can move further and faster together. That we don’t have to choose between more energy or lower emissions, or between increasing sustainability and boosting profit. I call this the power of 'and,'" Flatter added. "We’re working for energy and climate, innovation and scale, legacy industry and startups, prosperity for people and planet. The 'and' is where possibility expands."

    NRG makes latest partnership to grow virtual power plant

    VPP partners

    Houston-based NRG Energy recently announced a new long-term partnership with San Francisco-based Sunrun that aims to meet Texas’ surging energy demands and accelerate the adoption of home battery storage in Texas. The partnership also aligns with NRG’s goal of developing a 1-gigawatt virtual power plant by connecting thousands of decentralized energy sources by 2035.

    Through the partnership, the companies will offer Texas residents home energy solutions that pair Sunrun’s solar-plus-storage systems with optimized rate plans and smart battery programming through Reliant, NRG’s retail electricity provider. As new customers enroll, their stored energy can be aggregated and dispatched to the ERCOT grid, according to a news release.

    Additionally, Sunrun and NRG will work to create customer plans that aggregate and dispatch distributed power and provide electricity to Texas’ grid during peak periods.

    “Texas is growing fast, and our electricity supply must keep pace,” Brad Bentley, executive vice president and president of NRG Consumer, said in the release. “By teaming up with Sunrun, we’re unlocking a new source of dispatchable, flexible energy while giving customers the opportunity to unlock value from their homes and contribute to a more resilient grid

    Participating Reliant customers will be paid for sharing their stored solar energy through the partnership. Sunrun will be compensated for aggregating the stored capacity.

    “This partnership demonstrates the scale and strength of Sunrun’s storage and solar distributed power plant assets,” Sunrun CEO Mary Powell added in the release. “We are delivering critical energy infrastructure that gives Texas families affordable, resilient power and builds a reliable, flexible power plant for the grid.”

    In December, Reliant also teamed up with San Francisco tech company GoodLeap to bolster residential battery participation and accelerate the growth of NRG’s virtual power plant network in Texas.

    In 2024, NRG partnered with California-based Renew Home to distribute hundreds of thousands of VPP-enabled smart thermostats by 2035 to help households manage and lower their energy costs. At the time, the company reported that its 1-gigawatt VPP would be able to provide energy to 200,000 homes during peak demand.

    Top 10 headlines that fueled Houston energy transition news in 2025

    Year in Review

    Editor's note: As we ring in a new year, we're looking back at the hottest energy transition topics of 2025. Here are the 10 most-read EnergyCapitalHTX stories of 2025, from a Texas energy startup's $200M funding round to a Houston energy storage company's major ERCOT deal:

    Texas energy startup closes $200M round to fund first factory in the state

    Base Power, founded by Justin Lopas and Zach Dell, closed a $200 million series B and plans to expand in Texas and around the country. Photo courtesy Base Power.

    Base Power, an Austin-based startup that provides battery-powered home energy services and just entered the Houston market, raised $200 million in series B funding. The money was raised for construction of Base Power’s first factory in Texas and the national expansion of Base Power’s services. Last year, the startup landed $68 million in a series A funding round.

    Houston startup secures $22 million for ERCOT energy storage projects

    Houston's GoodPeak is breaking ground on its first energy storage projects. Photo via Getty Images.

    Houston-based GoodPeak nailed down $22 million in construction debt financing to help build its first two 10-megawatt battery energy storage project. GoodPeak secured the debt financing from financial services company Pathward and renewable energy lender BridgePeak Energy Capital.

    CenterPoint partners with AI and infrastructure companies to boost reliability

    CenterPoint has partnered with Atlanta-based Osmose and Australia-based Neara to use AI-powered predictive modeling to inform decisions on restorations and risk. Photo via Getty Images

    Houston utilities giant CenterPoint is partnering with companies from Atlanta and Australia to use AI to increase data accuracy and strengthen the power grid. The partnership is part of a collaboration between AI-powered predictive modeling platform company Neara and utility infrastructure asset assessment solutions company Osmose.

    ExxonMobil, Rice launch sustainability initiative with first project underway

    Under a new agreement, ExxonMobil and Rice University aim to develop “systematic and comprehensive solutions” to support the global energy transition. Photo via Getty Images.

    Houston-based ExxonMobil and Rice University announced a master research agreement to collaborate on research initiatives on sustainable energy efforts and solutions. The agreement included multiple projects that were expected to be underway in 2025.

    Houston expert: From EVs to F-35s — materials that power our future are in short supply

    No critical minerals, no modern economy. Getty images

    If you’re reading this on a phone, driving an EV, flying in a plane, or relying on the power grid to keep your lights on, you’re benefiting from critical minerals. These are the building blocks of modern life. Things like copper, lithium, nickel, rare earth elements, and titanium, they’re found in everything from smartphones to solar panels to F-35 fighter jets. Continue reading this guest column from Houston energy expert Scott Nyquist.

    Greentown Labs announces newest startups to join Houston climatetech incubator

    Five companies have joined Greentown Labs Houston, specializing in various "green" applications, from converting plastic waste into sustainable materials to developing energy-storage solutions. Photo courtesy Greentown Labs.

    Greentown Labs added five startups to its Houston community in Q1 of 2025. The companies are among a group of 19 that joined the climatetech incubator, which is co-located in Houston and Boston, in the same time period. The companies that joined the Houston-based lab specialize in a number of "green" applications, from converting plastic waste into sustainable materials to developing energy-storage solutions.

    Houston cleantech company expands into China with hydrogen energy pilot

    HNO International is partnering with Zhuhai Topower New Energy Co. to deploy its modular SHEP technology in China. Graphic courtesy of HNO

    Hydrogen-based clean energy technology company HNO International announced its first foray into the Chinese market this spring. The company, which is building a state-of-the-art hydrogen production and refueling facility in Katy, entered into an agreement with renewable energy company Zhuhai Topower New Energy Co. This initiative includes a pilot deployment of HNOI’s Scalable Hydrogen Energy Platform, or SHEP, in China.

    CenterPoint reports progress on grid improvements ahead of 2025 hurricane season

    CenterPoint Energy aims to complete its suite of grid resiliency projects before the 2025 hurricane season. Photo via centerpointenergy.com

    As part of an ongoing process to make Houston better prepared for climate disasters, CenterPoint Energy announced its mid-year progress update on the second phase of the Greater Houston Resiliency Initiative (GHRI). CenterPoint reported that it had completed 70 percent of its resiliency work, and that all GHRI-related actions were expected to be complete before the official start of the 2025 hurricane season.

    Daikin completes solar plant to power massive Houston-area campus

    Daikin Industries' new solar power plant at its Waller-area campus will power its central chiller plant and is designed to connect to the campus' electric grid. Photo courtesy Daikin.

    Japanese HVAC company Daikin Industries completed a nearly one-megawatt solar power plant at its Daikin Comfort Technologies North America campus southeast of Waller. Daikin said the new plant at its 4.2 million-square-foot Daikin Texas Technology Park will eliminate an estimated 845 metric tons of carbon emissions each year. The park houses the largest HVAC factory in North America.

    Houston earns No. 3 spot among cities with most Fortune 500 headquarters

    Twenty-six Houston-area companies landed on the latest Fortune 500 list. Photo via Getty Images

    Houston maintained its No. 3 status this year among U.S. metro areas with the most Fortune 500 headquarters. Fortune magazine tallied 26 Fortune 500 headquarters in the Houston area, behind only the New York City area (62) and the Chicago area (30).

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