At ISEA, we are committed to shining a light on the women making an impact in Ireland’s solar industry. This month, we are delighted to feature Morgan Pierce, CEO and founder of SolarSmart Energy Ltd, one of the few female-owned solar installation companies in the country. Since launching in 2020, SolarSmart has completed over 1,200 domestic, farm, and commercial solar PV installations, helping homeowners and businesses reduce energy costs while accelerating Ireland’s progress toward its climate action goals.
A Leap into Solar Energy
Morgan’s path into the solar industry wasn’t a conventional one. Having built a career as an entrepreneur in the tech sector, she was first introduced to solar PV when a former mentee approached her in 2018 to assess the viability of domestic rooftop solar in Ireland. What began as a simple market evaluation quickly became a passion.
“I completely fell in love with the technology and the opportunity for impact. I could see the environmental benefits, of course, but I also saw the huge impact for homeowners and businesses—enabling them to become energy producers. What a concept—being able to make one’s own electricity.”
In 2020, amidst the uncertainty of the pandemic, Morgan saw an opportunity to make her mark in this emerging industry. She trained in solar PV installation, became a registered SEAI domestic solar contractor, and partnered with skilled installers to bring SolarSmart to life. Now, just five years later, SolarSmart is one of Ireland’s highest-rated rooftop solar installer on TrustPilot, with a 37-strong team, warehouses in Dublin and Cork, and a fleet of 14 vans servicing 20 counties.
Proud Milestones in a Fast-Paced Industry
The pace of rooftop solar installation is relentless, requiring precision, coordination, and a strong team to deliver multiple installations each day. For Morgan, a defining moment came when SolarSmart surpassed 1,000 domestic rooftop installations in 2024—a milestone that underscored the company's impact on homeowners across Ireland.
“In the evening, when the photographs of the day's installations are put into the group chat, I’m privileged to celebrate proud moments every day.”
Women in Solar: Strength in Diversity
As a woman in a male-dominated industry, Morgan doesn’t view her gender as a challenge but rather as an opportunity to stand out. She firmly believes that gender diversity improves industry performance, and while trades like roofing and electrical work remain largely male-dominated, women play a critical role in project management, sales, and operations.
“Half our sales team are women, and project management is also female-dominated. Behind every great solar installation is a woman who planned the whole effort.”
She sees an urgent need to increase female representation in solar, not just for equality’s sake but because diverse teams drive better problem-solving and decision-making. She highlights multi-tasking and coordination as areas where women excel, making them well-suited for roles in scheduling, project management, and overseeing multiple installations.
“Rooftop solar is a sector where the pace can be frenetic. We’re commissioning multiple solar systems every day. Women are particularly well-suited for jobs which involve multi-tasking, juggling several issues at one time, and scheduling multiple teams to complete multiple tasks.”
Encouraging More Women into Renewable Energy
Morgan’s message to women considering a career in renewables is simple: jump straight in.
“Renewable energy will be a growth sector for the next 30 to 50 years. For young talent entering the workforce, the sector represents a significant ‘ground floor’ opportunity. There's a skills shortage, and women are equally capable of filling any role in this industry that a man can—maybe not lift 50kg batteries, but pretty much any other activity women can perform.”
She also stresses that women don’t need to be electrical engineers to succeed in solar. Roles in project management, site surveying, sales, marketing, and technical support all provide valuable opportunities to contribute to the sector’s success.
The Future of Rooftop Solar in Ireland
While large-scale solar farms tend to dominate discussions about Ireland’s energy future, Morgan sees rooftop solar as an equally transformative force. With the Irish government setting a target of one million rooftops with solar by 2030, the opportunity is massive—but progress is behind schedule.
“We’ve only achieved a fraction of that goal, and already it’s 2025. The opportunity is absolutely massive, and we need all the talent we can bring to the table.”
Another innovation that excites her is the emergence of community energy networks, where local groups can generate, share, and use their own electricity. She believes that as peer-to-peer energy sharing becomes more widespread, it will transform how energy is produced and consumed at a local level.
“I think it will be a very dynamic marketplace when a community can create its own electricity and use it in the most efficient way to power the usage and consumption patterns of different individuals and businesses.”
A Vision for Growth
Morgan’s ambition for SolarSmart is bold: to scale up operations to 5,000 solar installations per year—a fivefold increase from current levels. While this would represent a significant expansion of the company’s market share, she sees it as just the beginning.
“It’s still only the tip of the iceberg in terms of helping Ireland meet its million-rooftop goal.”
Her leadership style is heavily influenced by her mother, whom she credits as her greatest role model.
“She was an amazing woman—a single mother who raised two successful businesswomen. She taught me to get up every day with a smile, keep my chin up, and work smart.”
This resilience and determination have been the driving forces behind Morgan’s success in both tech and solar, and they continue to fuel her mission to make rooftop solar a cornerstone of Ireland’s renewable energy future.
Morgan’s journey highlights the entrepreneurial opportunities within the solar industry and the transformative power of rooftop solar in Ireland’s clean energy transition. Her vision for scaling solar adoption underscores the critical role that innovation, leadership, and diversity will play in shaping the future of energy.
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