 This paper examines the economic profitability and environmental benefits of heat pump investments in Finland, finding that they are already profitable and create major benefits for residents. The cost of heating and heat pump investment does not vary between locations, but neighbourhoods with lower housing prices have less motivation and capability to invest into heat pumps. Potential subsidies should be allocated into areas with lower housing prices to guide energy efficiency investments, while awareness should be increased in areas that do not need subsidies. This article was authored by Jucivim Pari.