I love startups, but the value proposition is not here. I just had a heat pump installed and it was a much better price and higher efficiency. What is the benefit of direct to consumers is you are going to charge more? What makes your heat pumps better? Hepa filtering? Smart controls? They all have that.
Is the market niche esthetics? They do look nice - maybe this company is trying to be the Apple of heat pumps? Charge more because of looks?
This is a serious question - where is the innovation?
In the US, we get a tax savings for owning rather than renting.
Also renting includes a required profit for the owner. When you rent, your monthly bill includes everything the owner has to pay (mortgage, taxes, utilities), plus their profit.
When you buy, you pay mortgage, taxes, and utilities, but no extra for profit. Also, you get to deduce the local taxes you pay on your national taxes, so overall you pay less.
Also, when you own, you can do what you want without having to ask permission. on top of that - no noisy neighbors that are too close!