Today we’d like to introduce you to Will Etheridge.
Will, we appreciate you taking the time to share your story with us today. Where does your story begin?
Southern Energy Management (SEM) was founded in 2001 by Bob and Maria Kingery, and we’ve been rooted in the Raleigh area ever since. From the beginning, our company was built around a mission of changing the way the world makes and uses energy, and that commitment has only deepened over time. We became a B Corp in 2009, one of the earliest in our industry, which reflects the values we’ve held since day one.
My own path to SEM started at UNC Chapel Hill, where I studied social entrepreneurship. A summer internship in Beijing introduced me to carbon credits and pointed me toward renewables. After graduating, I started networking in the clean energy space, attending North Carolina Sustainable Energy Association events and local gatherings, and eventually landed a contract role at the Cleantech Center at NC State. That’s where I connected with Bob and Maria. I joined their team in an entry-level position in permitting and interconnection, and over the years grew into roles spanning commercial solar sales, marketing, and business operations. In 2024, seven members of our leadership team purchased SEM together, and I stepped into the CEO role, a transition that felt like a natural extension of the growth this company has always encouraged.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It hasn’t always been smooth. Our mission is going against the norm: changing the way the world makes and uses energy. Getting people on board with change is hard, especially in industries like energy and construction where there’s a strong attachment to how things have always been done. We’ve faced legislative headwinds, tough housing markets, tariffs, and the general ups and downs that come with running a business over more than two decades.
The past year in particular was an interesting time to step into a new CEO role, with significant policy changes creating real uncertainty for our business. But what’s kept us going through all of it is our mission, our people, and what we stand for. One of our core values is “Enjoy the Journey,” and we take that seriously. The bumps aren’t just obstacles; they’re the experiences that push us to grow. If you’re not being challenged, you’re not moving forward.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Southern Energy Management is the Southeast’s rooftop solar and building performance expert. We’re a team of 190+ building scientists, solar professionals, and entrepreneurs dedicated to improving the way the world makes and uses energy. We specialize in solar energy, energy efficiency, and related services, helping people and businesses consume less energy, create more of it, and do both more sustainably. Our diversified lines of business give us stability through the inevitable shifts in policy and market conditions that come with working in this industry.
What sets us apart starts with our B Corp certification, which we’ve held since 2009. It’s not just a badge; it’s a reflection of our internal values and a structure that keeps us accountable to people, planet, and profit equally. We operate as a triple bottom line company, and that shapes every decision we make. Beyond that, it’s our people. The individuals who thrive at SEM are genuinely passionate about the mission, and that passion shows up in the quality of our work and the relationships we build with clients. That commitment runs through every level of the organization, from our field techs to our leadership team.
Can you share something surprising about yourself?
We’re passionate about not only helping others on their energy journeys, but also practicing what we preach internally. Our co-founders, Bob and Maria, set this tone when they founded SEM 25 years ago, leading us to install a 55.5kW solar system on our own facility and certifying our building to LEED Silver standard. The human energy aspect is incredibly important to us, which is why we established an internal team development program known as SEM YOUniversity. This program offers our team professional development opportunities with tools and resources to use the personal energy we bring to work each day more efficiently. All of this is rooted in our belief that businesses can be a force for good, which is why we hold our company to the B Corp standard. We recently just recertified and achieved our highest score yet of 112.5!
In the next 25 years, we’re committed to bringing energy that inspires real change in our communities, building the future we want for future generations to inherit. We can’t wait to see what will be possible as more passionate, impact-focused people come together, united by creating good energy.
Contact Info:
- Website: https://southern-energy.com/
- Instagram: https://www.instagram.com/southern_energy/
- Facebook: https://www.facebook.com/southernenergymanagement/
- LinkedIn: https://www.linkedin.com/company/southern-energy-management/
- Youtube: https://www.youtube.com/channel/UCgHFvpo3kP2jNaPlfSWbClw
