Innovative Zinc-Iodide Battery Technology Threatens to Upend the $293 Billion Energy Storage Industry
In the face of political headwinds, the demand for clean power is accelerating at an unprecedented pace. Solar and battery plants accounted for an impressive 61% of power generation additions in 2025, a testament to the growing importance of renewable energy sources.
At the forefront of this revolution is The Sun Company, a renewable energy storage company founded by Joley Michaelson in 2017. Michaelson, who previously held an executive role at Tesla/SolarCity, left her position to focus on developing innovative solar energy solutions aimed at making solar power more accessible and affordable.
The Sun Company started as a single solar installer but has since evolved into a fully integrated renewable energy ecosystem. This transformation is due in part to Michaelson's bootstrap approach, which has allowed the company to grow with just $7 million in equity funding.
One of the key factors behind The Sun Company's success is its proprietary zinc-iodide flow battery technology. This technology addresses the limitations of lithium-ion for stationary storage, offering a more efficient and cost-effective solution.
The company has also developed a unique business model that addresses three critical market gaps identified by Michaelson: ineffective business models, limitations in technology, and a need for a reimagined capitalist system. To achieve this, Michaelson deliberately recruited from adjacent industries rather than from within the renewable energy sector, bringing in talent from technology, utilities, healthcare, optics, and semiconductors.
Michaelson's vision extends beyond just creating a successful business. She envisions "capitalism 2.0" as a system that aligns stakeholders and eliminates value extraction and zero-sum dynamics. The Sun Company is a Delaware public benefit corporation, a designation that allows fiduciary decisions to go beyond shareholder returns.
Michaelson's story provides inspiration and a roadmap for female entrepreneurs. Despite facing challenges due to being a female founder, as only 2% of capital goes to women solely founded companies, Michaelson's principled leadership and patient capital have enabled her to overcome systemic disadvantages and create lasting impact.
The Sun Company's customer base includes notable names such as Kim Eaves, president of Affiliate Energy Group, Albertson, and Safeway. Michaelson connected with Kelly Ann Winget from Alternative Wealth Partners, who saw The Sun Company as an opportunity to expand their portfolio into alternative energy and innovate in a way that allowed partnership between AWP and TSC to creatively build the future of energy together.
The stationary energy storage market is projected to grow from its current $66.47 billion in 2025 to an impressive $293.59 billion by 2032. With its innovative technology and business model, The Sun Company is well-positioned to play a significant role in this growth.
Michaelson's story offers valuable lessons for other entrepreneurs facing capital constraints. Her determination, innovative thinking, and strategic recruitment have propelled The Sun Company to the forefront of the renewable energy industry, providing a shining example of what can be achieved with patience, perseverance, and a vision for a better future.
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