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 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.

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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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Texas City ammonia plant acquired by Yara in $1.3 billion deal

Ammonia Acquisition

Yara North America, a subsidiary of Norwegian fertilizer and ammonia producer Yara International, has agreed to buy an ammonia production plant in Texas City for $1.3 billion.

The seller is GCA Holdings, an affiliate of Texas City-based chemical manufacturer Gulf Coast Ammonia, which is owned by private equity firms Lotus Infrastructure Partners and MB Energy.

The Texas City plant, with an eventual annual capacity of 1.3 million metric tons, is expected to start full production by the end of this year. Yara says the ammonia produced by the plant will serve its own fertilizer production system and its key customers.

During a recent call with analysts and investors, Magnus Ankarstrand, executive vice president and CFO of Yara International, said the plant holds the potential to become one of the company’s most profitable plants. The $1.3 billion purchase price, he added, “is a very attractive entry ticket to ammonia production in the U.S. at a very attractive cost.”

The Texas City plant will add to Yara’s holdings in the Lone Star State, as Yara is the majority owner of an ammonia, hydrogen and nitrogen production plant in Freeport.

Construction of the ammonia plant began in 2020, but technical and infrastructure issues delayed the project. On its website, Gulf Coast Ammonia says the plant represented a $600 million investment.

“Gulf Coast Ammonia is a world-class asset that required disciplined execution across development, financing, construction, and commercial structuring,” Philipp Pletka, managing director of Lotus Infrastructure Partners, says in a news release.

Trexlertown, Pennsylvania-based Air Products, which owns and operates the country’s largest hydrogen pipeline network, will continue to supply hydrogen and nitrogen for the plant under a long-term deal with Yara, according to the release.

However, the news comes two days after Yara International announced that it would no longer be purchasing ammonia assets in the Louisiana Clean Energy Complex (LCEC) from Air Products. In a separate release, Yara said it planned to reallocate funds toward "alternative mature U.S. ammonia investment opportunities with more competitive returns."

Houston hypersonic engine company lands $91M to accelerate production

Clean Speed

Houston-based Venus Aerospace has closed a $91 million Series B round and plans to scale the production of its hypersonic engine.

The round was led by Houston-based Mercury Fund with participation from Lockheed Martin Ventures, MESH, PEAK6, Draper Associates, Starboard Star Venture Capital, Green Sands Equity and other investors, according to a news release.

The investment comes about a year after Venus completed the first U.S. flight test of its high-thrust rotating detonation rocket engine (RDRE). The engine is expected to enable vehicles to travel four to six times the speed of sound from a conventional runway and is about 15 percent more efficient than traditional alternatives, according to the company.

Venus Aerospace says the latest round of funding will allow it to move the RDRE from demonstration to deployment and meet customer requirements for the near-term defense and space industries. The company says that the reusable RDRE is designed with a "common propulsion architecture" that can work for multiple industries and mission types.

“This financing marks an important step in moving Venus from breakthrough demonstration to scaled capability,” Sassie Duggleby, co-founder and CEO, said in the news release. “Our customers need propulsion systems that go farther, can be produced reliably and are built on supply chains they can trust. We are advancing that capability with American engineering and manufacturing talent to strengthen U.S. defense, expand space access and support the future of high-speed flight.”

Venus Aerospace raised a $20 million Series A in 2022, led by Wyoming-based Prime Movers Lab. At the time, the company said it would put the funding toward three main technologies: a next-generation rocket engine, aircraft shape and leading-edge cooling system.

The company also picked up an investment from Lockheed Martin Ventures, the investment arm of aerospace and defense contractor Lockheed Martin, in November 2025—in addition to funding from other investors over the years.

“Since our initial investment, Venus has progressed very quickly in its technology development," Chris Moran, vice president and general manager of Lockheed Martin Ventures, added in the release. "Our reinvestment in Venus recognizes Venus’ accomplishments to date and focus on speed to manufacture, cost management and reduction of supply chain constraints. Venus is working effectively to position its propulsion system for the production scale required by defense programs.”

"Venus is exactly the kind of company Houston capital should be backing," Blair Garrou, co-founder and managing partner at Mercury Fund, added in the release. "It combines multiple frontier technologies, domestic manufacturing and clear commercial and national security relevance. We believe this team is positioned to lead an important new chapter in defense and space, and we are proud to support a company building breakthrough technology here in Texas."

Venus Aerospace and Houston clean tech startup Vaulted Deep were also named to the World Economic Forum's Technology Pioneers community earlier this summer.

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This article first appeared on InnovationMap.com.

14 climatech startups join Greentown Houston in first half of 2026

green team

Climatech incubator Greentown Labs reports that 14 startups have joined its Houston community so far this year.

The companies are among 30 new startups to have joined Greentown Houston and Greentown Boston in 2026. Four of the companies are headquartered in Houston.

The startups are working on a range of "hydrogen-powered heavy-duty transport to AI-driven grid interconnection," according to Greentown.

The local startups that joined Greentown Houston include:

Houston-based Focis AI, which transforms industrial laser scans into structured asset intelligence to automatically identify, classify and map components in refineries and plants
Houston-based Iron Lattice, which develops next-generation memory technology for AI and high-performance computing that improves energy efficiency, endurance and scalability while remaining compatible with existing semiconductor manufacturing
Houston-based Orbital Arc, which is developing a new ion engine designed to improve the efficiency and scalability of spacecraft propulsion from low Earth orbit to deep space
Houston-based Sustain Energy LLC, which delivers cleaner, lower-cost fuel to industrial customers in pipeline-absent, underserved markets, cutting their energy costs and emissions with no infrastructure investment on their end

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

Ankara-based AIS Field, which develops robotic, AI-assisted non-destructive inspection systems, including submersible tank and boiler crawlers
San Francisco-based Armada AI, which builds rapidly deployable modular and edge data centers that run on local, stranded, or renewable power
San Francisco-based Armeta, which turns complex engineering drawings and legacy documentation into structured, usable data
Pittsburgh-based Atlas Robotics, which develops a Physical AI platform that powers autonomous material-handling robots and AI-guided forklifts
Ghana-based Cocoa Potash, which transforms high-emissions agricultural waste from cocoa, coconut, and palm-nut into organic potash, fertilizer and renewable energy
Israel-based Criaterra, which produces low-carbon, cement-free building materials
Italy-based ETAK, which manufactures modular reactors that convert solid waste into clean syngas
Kenya-based FelixFusion, which uses its Felix platform to model every grid connection point, including capacity, upgrade costs, and constraints
San Diego-based Gemini Energy, which builds next-generation fuel cells for data-center power
Tokyo-based Hibot, which develops robotic systems for inspecting and maintaining infrastructure in hazardous, hard-to-access environments
Austin-based Sheetak, which designs and manufactures thermoelectric coolers, generators, and assemblies for solid-state cooling and energy harvesting
The Netherlands-based ToPerform, which makes AI-powered, non-intrusive fouling sensors that monitor pipelines around the clock and predict the optimal cleaning time

Another 16 startups joined Greentown's Boston incubator. See the full list of new members here.

More than 100 startups joined Greentown last year, according to an end-of-year reflection shared by Greentown CEO Georgina Campbell Flatter. Read more about them here.

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