Legends Solar’s go to market strategy was divided into three phases. G2M was a key pillar of Legends Solar’s thesis – that by leveraging interactive features via ‘online solar investing’, customer acquisition costs would plummet and existing users would be enticed to make follow-on investments.The Go-to-market strategy memo documented a three phase strategy to acquire customers as Legends Solar achieved different levels of maturity. Customer acquisition and retention is a key challenge faced by retail investment companies, so go-to-market was integrated into Legends product design and strategy.

In its initial stage, Legends Solar planned to attract its first clients through paid and earned media. Its target audience would be those who would install residential rooftop solar if they could, but are unable to do so because they rent, live in a city, or face other obstacles.

In its growth phase,  Legends would engage existing users with interactive monitoring features. For example, an "impact leaderboard" would allow friends to compare their carbon aversion, fun badges to celebrate investment milestones. Every time an investor logged onto Legends Solar would be an opportunity to make a follow-on investment.

Homeowners with residential solar love monitoring their panels' productivity through apps provided by installers. By tapping into this behavior, Legends’ could inspire users to participate in referrals and follow-on investments.

Once Legends reached maturity, it aspired to disrupt the ESG (environmental, social, and governance) category by bringing a new level of accountability to impact investing. Its long-term goal was to partner with institutional consumer finance managers to scale its model.