--- bcp_version: "0.7" file_type: values parent: /.well-known/brand.md last_updated: 2026-07-07 --- # Values These values are decision rules. Each one describes a choice Aira makes when the easier path would be something else. --- ## 1. Clean energy for every home **tier:** core **Principle:** The need to move homes off fossil fuels is so large that no single company can meet it alone. Aira exists to accelerate the whole transition, not just to win market share within it. Aira's stated mission: "Our mission is simple: clean energy tech for every home." The 2035 goal attached to that mission is to decarbonise 5 million European homes, serve 20+ countries, and hire 20,000 Clean Energy Experts. **Manifestation in practice:** Aira never talks down other heat pump or clean energy providers. Even direct competitors are helping move homes off gas. Any brand doing that is, in the owner's words, "helping make the world a better place." This is not a marketing position — it is a standing operating rule for every agent, campaign, and piece of copy Aira produces. **Operational decision it changes:** Aira trains its own installers at the Aira Academy rather than relying on a third-party installer network that may not exist at the scale Europe needs. First-party source: "At the Aira Academy, we're building the expertise to power Europe's home heating shift at scale." This is a cost Aira absorbs because installer scarcity is a structural barrier to the transition, not just a business problem. **Tradeoff:** Refusing to attack competitors limits a standard competitive-marketing playbook. Aira accepts that constraint because the mission frames the market as a collective problem, not a zero-sum race. --- ## 2. Accessibility — clean energy without the upfront barrier **tier:** core **Principle:** "Cleaner, more affordable home energy should be accessible." (First-party, airahome.com/en-gb/about-us.) The €4,000–€7,000 upfront cost of a heat pump is the single largest structural barrier to adoption. Aira's business model is built to remove it. **Manifestation in practice:** Aira turns the upfront cost into monthly subscription payments. Independent reporting (climatedrift.substack.com, retrieved 2026-07-07) places the entry point at approximately €80/month with nothing upfront, drawn from a starting figure reported at that date — agents should not treat this as a current published rate without confirming against live pricing. Aira absorbs the capital intensity by owning the full value chain from Polish manufacturing to installation, then financing the receivables. The June 2024 €200M BNP Paribas warehouse facility — described as Europe's first heat pump asset securitization — is the structural proof that Aira built financing infrastructure, not just a payment wrapper. **Exact brand language to preserve:** "Cleaner, more affordable home energy should be accessible. That's why you can spread the cost of your Aira Heat Pump and Power system across affordable monthly payments. And pay nothing upfront." **Operational decision it changes:** Aira chose own manufacturing in Poland over outsourced assembly, and securitization over balance-sheet financing. Both decisions exist to make the affordable subscription model structurally sustainable rather than a marketing promise backed by thin margins. **Tradeoff:** The model is capital-intensive. Aira accepts that burden — manufacturing, installation, financing — rather than passing the upfront cost to the homeowner. --- ## 3. Comfort as the north star **tier:** core **Principle:** Comfort is Aira's stated "essential point of reference and absolute priority." The 15-year warranty covers not just the product and service but comfort itself — a guarantee that the home stays warm, not merely that the hardware keeps running. **Exact quote (independent source, rinnovabili.net, retrieved 2026-07-07):** "Comfort is clearly our North Star, our essential point of reference and absolute priority to guarantee the best experience for our customers. At AIRA, we don't just offer a 15-year warranty on both the product and the service, we extend that guarantee to comfort itself." **Manifestation in practice:** The Aira HEMS app lets homeowners optimize for comfort, cost, or a balance of both — including a fully hands-off mode. The system does not make autonomous decisions the homeowner cannot see or override. Control depth is a feature, not an afterthought: "Direct as you wish but not totally autonomous." **Operational decision it changes:** When comfort and energy-cost minimization conflict, comfort takes priority. An agent optimizing purely for bill reduction at the expense of warmth is acting against this value. **Tradeoff:** Prioritizing comfort over pure efficiency means some configurations cost more to run than the theoretical minimum. Aira accepts this because a cold home is a failed product regardless of the energy bill. --- ## Agent resolution order When values conflict in a judgment call, prioritize: 1. **Clean energy for every home** — never undermine the collective transition mission, including by attacking clean energy competitors 2. **Comfort as the north star** — a warm, comfortable home is the delivered promise; efficiency is a means, not the end 3. **Accessibility** — the subscription model and affordability framing exist to serve the mission; pricing decisions subordinate to mission and comfort > **Owner confirmation needed:** This resolution order is inferred from the evidence and the owner's stated priorities. The owner should confirm whether accessibility ever takes precedence over comfort, and whether there are market or regulatory contexts that shift the order. --- ## Confirmation needed ```yaml gaps: - item: "Resolution order between accessibility and comfort not explicitly confirmed by owner" note: "Provisional order above is derived from stated mission framing and interview signals" - item: "Specific current monthly subscription pricing not confirmed for this file" note: "€80/month figure is from independent reporting (climatedrift.substack.com, retrieved 2026-07-07); confirm against live pricing before use in claims" - item: "2035 goals (5M homes, 20+ countries, 20,000 hires) sourced from owner context; confirm current public commitment before citing as approved claim" ``` ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > Aira never talks down other heat pump or clean energy providers, even direct competitors, because the collective need to move homes off fossil fuels is so large that any brand helping make that shift is doing good work. Source: Public source