15+
years and still active
Segen: embedded so deeply, we became the engineering team.
Fourteen years as the entire technology function for a renewable energy distributor - building the solar designer, e-commerce platform, and systems that powered Segen's growth from startup to successful exit.
2010–present
continuous engagement
IPR transferred
as part of successful exit in 2021
C#/.NET
full-stack platform
The problem
A growing renewable energy distributor with no engineering team.
Segen is a UK distributor of renewable energy products - solar panels, inverters, batteries, and mounting systems. Founded by Andy Pegg, the company grew rapidly as demand for solar installations accelerated across the UK and Europe.
But Segen wasn't a technology company. It was a distribution business that needed technology to operate - an e-commerce platform to sell through, a solar installation designer to help installers configure systems, and the operational tools to manage inventory, orders, and logistics.
Segen needed more than a development agency. It needed an engineering team that would understand the business deeply enough to build the right systems - and stay long enough to maintain and evolve them.
The solution
Become the engineering team. Understand the operations. Build what matters.
From November 2010, Rubicon operated as Segen's entire engineering function. Not as an outsourced vendor delivering to specifications, but as an embedded team that understood the business from the inside.
Solar Installation Designer
A configurator that lets installers design solar systems - selecting panels, inverters, batteries, and mounting hardware based on roof dimensions, orientation, and energy requirements. Complex product compatibility rules encoded in software so installers get valid configurations every time.
E-commerce Platform
A full e-commerce system built in C#/.NET - product catalogue, pricing, ordering, and fulfilment - designed for the specific requirements of renewable energy distribution, not adapted from a generic shopping cart.
Operational Systems
Inventory management, order processing, logistics coordination, and the operational tools that kept Segen's distribution business running day to day. Built by engineers who understood the warehouse floor as well as the codebase.
In their words
What the founder said.
“You are the best techie I have ever worked with.”
What was delivered
Technology that powered a business - and a successful exit.
Complete technology function
For over a decade, Rubicon was Segen's engineering team. Not a vendor, not an agency - the team. Every technical decision, every system, every line of production code came through Rubicon engineers who understood the business as well as the technology.
Platform that enabled growth
The solar designer and e-commerce platform weren't just tools - they were competitive advantages. Installers chose Segen because the technology made their jobs easier. The platform scaled with the business as demand for solar grew.
Successful exit to Labora
In 2021, Segen was sold to Labora. As part of the transaction, the intellectual property rights for the technology Rubicon had built were transferred to Segen - the platform was valuable enough to be a distinct asset in the sale.
Continued support
Even after the IPR transfer and sale, Rubicon engineers continue to support the platform today. The relationship endures because the knowledge embedded in the team - understanding of the codebase, the business logic, the operational context - is irreplaceable.
Why it matters now
Different sector. Same approach.
Segen is a renewable energy distributor. It has nothing in common with financial services, defence, or government dispute resolution. But the Rubicon approach is the same: embed deeply, understand the operations, and build software the business depends on.
The Segen engagement proves that this approach isn't sector-specific. It works because it starts with the business problem, not the technology. It works because Rubicon engineers invest in understanding how things actually work - on the warehouse floor, in the installer's van, at the customer's site.
Fourteen years. A successful exit. Engineers still supporting the platform. That is what embedded partnership looks like.
The best techie Andy Pegg ever worked with. And still working together.
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