FRANKLINWH | RESIDENTIAL STORAGE
Engineering reliability in a crowded battery market Amid intensifying competition in Australia’s home battery market, FranklinWH is advocating for greater attention to product engineering, reliability and long-term system performance.
founded by a team with extensive experience in battery energy systems engineering and power electronics. Backed by venture capital investors, the company aims to reshape the residential energy management and storage market globally and in Australia through battle-tested, premium, fully-integrated home energy solutions. Rather than competing in the home battery market through lowered prices or reduced kilowatt-hour capacity, FranklinWH is leveraging its established distribution and installer network in Australia to position itself as a thought leader, advocating for higher-quality, longer-lasting home energy systems. In line with this strategy, the company continues to invest heavily in research and development, engineering robustness and transparent product design for its local home energy customers.
Steve Ruskin, General Manager at FranklinWH Australia, shares how current market conditions is creating pressure for manufacturers to prioritise low upfront product prices over long-term reliability. “There’s a significant volume of products and brands entering the Australian market. That doesn’t automatically indicate poor quality, but it does increase the importance of due diligence for households and installers around home energy management and battery product design, as well as warranty coverage during operation,” Ruskin says. Ruskin adds that the strong demand created by battery incentives can sometimes shift attention away from long-term performance considerations. For homeowners and installers, overlooking these considerations can bring lasting implications.
Images: FranklinWH
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ompetition is intensifying in Australia’s rapidly expanding home battery market. Industry observers warn this environment may create long-term risks for homeowners and installers, including launched products that result in avoidable recalls, contributing to increased home battery waste. Industry observers also note that the home battery market is entering a ‘race to the bottom’ on price and kilowatt-hours. This trend is partly sparked by the Federal Government’s Cheaper Home Batteries Program, as manufacturers compete to capture consumer demand ahead of the 1 May rebate change, accompanied by ‘fear-ofmissing-out’ marketing that is influencing rushed purchasing decisions. Established in 2019 and headquartered in California, United States, FranklinWH was
FranklinWH Australia Team at All Energy 2025.
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April 2026 ecogeneration | 23