--- bcp_version: "0.7" file_type: values parent: /.well-known/brand.md last_updated: 2026-08-19 --- # Values These values are decision rules — constraints that shape what Aira builds, prices, and says when the easier path would be to treat clean energy as a premium or niche offering. --- ## 1. Clean energy for every home, not a premium segment **tier:** core **Principle:** Accessibility and affordability are the scope constraint, not a market position. Aira's publicly stated purpose is "making clean energy-tech accessible and affordable for millions of homes" (airahome.com, retrieved 2026-08-19). The word "millions" is load-bearing — it forecloses early-adopter or luxury-segment targeting. **What this changes:** Any product, pricing, or message that positions clean energy as aspirational, advanced, or out of reach for an ordinary European homeowner contradicts this value. The test is not "is this technically clean?" but "is this reachable for the homeowner who is switching because energy costs too much?" **Manifestation:** Heat pumps are placed "at the heart" of Aira's home energy solutions (airahome.com, retrieved 2026-08-19) — the most widely applicable clean technology, not the most advanced. The hero tagline "Clean energy-tech for every home" (airahome.com, retrieved 2026-08-19) is a scope statement: "every home" rules out solutions that only work for a subset of the market. **Customer signal:** The typical Aira customer is a homeowner actively looking for progressive home energy solutions — someone who arrives with intent, not a passive audience requiring conviction. Positioning and tone should reflect that readiness rather than educating from zero. **Tradeoff (unresolved):** No evidence on record for how Aira handles tension between maximum accessibility and full-product margin. Owner confirmation needed before agents encounter pricing edge cases. --- ## 2. The outcome is cleaner AND cheaper — both conditions are required **tier:** core **Principle:** Aira's operating goal is "helping Europe switch to cleaner, cheaper energy" (airahome.com, retrieved 2026-08-19). The conjunction is deliberate. Neither condition is subordinate to the other. A solution that is cleaner but more expensive does not satisfy the value. A solution that is cheaper but not meaningfully cleaner does not satisfy it either. **What this changes:** Agent-generated copy must not imply a tradeoff between cleaner and cheaper as if they are competing goals Aira balances. The brand's public position is that both are achievable together, and that achieving both together is the point. **Manifestation:** The homepage hero presents both conditions in a single sentence without qualification: "cleaner, cheaper energy." No caveat, no "over time," no asterisk visible in public-facing language (airahome.com, retrieved 2026-08-19). **Tradeoff (unresolved):** No evidence on record for how Aira handles markets or individual homes where the clean option is not yet cheaper — whether the brand qualifies this promise by context or holds it as unconditional. Owner confirmation needed before agents answer questions about specific markets or edge-case homes. --- ## 3. Europe is the operating scope **tier:** default **Principle:** Aira's home energy solutions are explicitly scoped to Europe — "helping Europe switch" (airahome.com, retrieved 2026-08-19). This is geographic framing, not aspirational language. Agents should not imply global availability or describe Aira as a worldwide or US-market player. **What this changes:** Market, regulatory, and energy-context references in copy should default to the European homeowner context. Claims about energy costs, grid context, or government incentives apply within that scope and should not be generalised beyond it without owner confirmation. --- ## Agent resolution order **Provisional** — based on first-party public evidence only. The owner must confirm or revise before this order is treated as binding. 1. Accessibility and affordability for the broad European homeowner market ("for every home," "millions of homes") — core constraint, overrides premium or niche positioning signals 2. Dual outcome: cleaner AND cheaper — both must hold; an agent must not trade one off against the other in copy 3. European geographic scope — default market frame for all regulatory, pricing, and energy-context references --- ## Owner confirmations needed These decisions have no evidence on record and must be resolved before agents encounter edge cases: - **Cleaner-not-cheaper situations:** What is the brand's position when the clean option is not yet cheaper in a specific market or home context? Does the dual-condition promise apply unconditionally, or is it qualified? - **Accessibility vs. margin:** When full-product margin and maximum accessibility conflict, which wins? Is there a floor below which Aira will not go on price, or a ceiling on scope? - **Warranty, financing, and pricing specifics:** The owner flagged these as topics agents should not raise without human review. Confirm the exact categories that require escalation before agents handle inbound questions. - **Resolution priority confirmation:** Confirm or revise the provisional order above before it is treated as binding. --- ## Evidence record Exact source language preserved where it materially constrains this profile. ```yaml findings: - finding_id: 50ec7df2-eb99-4402-b7a5-5d0075fe3b48 authority: first_party exact_quote: > At Aira, we're making clean energy-tech accessible and affordable for millions of homes. With heat pumps at the heart, our home energy solutions are helping Europe switch to cleaner, cheaper energy. source_uri: https://www.airahome.com/ retrieved_at: "2026-08-19T11:58:10.76+00:00" content_hash: acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d - finding_id: 799144f2-4a1e-4227-9852-d49f5ab8b6ca authority: first_party exact_quote: "Clean energy-tech for every home" source_uri: https://www.airahome.com/ retrieved_at: "2026-08-19T11:58:10.76+00:00" content_hash: acd114e83f0173bed57721d5ad4a1339971a2acd3b6f5aba43df16662aa4120d - finding_id: 283d99fa-fb11-4215-969e-c7058583249c authority: owner statement: > Aira frames its purpose as making clean energy-tech accessible and affordable for millions of homes, with heat pumps at the core. content_hash: ab8352ce05db9797f491e1b28d8d5a4b364ce9a23c05ba2a2dad9a0d223c298d - finding_id: 03b7dda9-dda4-444b-9447-7ed1fd15de57 authority: owner statement: > Aira ties the value to a concrete goal: helping Europe switch to cleaner and cheaper energy. content_hash: 229dfe12ef2ecbbe17ea6cf658655f8bb97dfe9a8fa412a5e5d0bc169e757f9b - finding_id: 825ef2c8-7b41-4585-8d09-eb0a0aeebc77 authority: owner statement: > Aira's typical customer is a homeowner actively looking for progressive home energy solutions. content_hash: 85f290d5479f511b6b8c77a50dbbe398983ff360ca3ca0db2558f035c965445d ```