Pioneering Eco-Friendly Solutions for Marine Protection

MERC | PRIME 2 | TAP Programs

Maine’s extensive coastline and maritime heritage make it the perfect launching point for Finsulate USA, a woman-owned business revolutionizing how boat owners protect their vessels while safeguarding marine ecosystems.

Led by Sunshine Mechtenberg (CEO) and Bernard Hidier (Innovation & Business Development), Ocean Innov Eco Solutions operates Finsulate USA as a pioneering alternative to traditional toxic anti-fouling paints that have long been the industry standard.

Their flagship product, Finsulate^® Wrap, tackles a significant environmental challenge with an ingenious approach. Unlike conventional bottom paints that release harmful biocides into the water, Finsulate uses a biomimetic solution inspired by sea urchins—creating a microscopic fiber structure that naturally prevents marine growth without chemicals.

“The challenge in introducing a revolutionary product like Finsulate Wrap is educating the market about sustainable alternatives while overcoming the initial cost barrier,” explained Mechtenberg. “Many boat owners don’t realize they’re releasing toxic substances into the water every time they scrape, sand, and repaint their hulls annually.”

Expanding beyond anti-fouling solutions, the company has developed a comprehensive sustainable marine product line that includes HyG Motors’ electric thrusters and the ShipCare Pro Bio Fouling Management System, creating an ecosystem of clean boating technologies.

The Maine Entrepreneurial Resource Corps (MERC) program connected Finsulate USA with strategic partners to develop their market entry strategy and expand their dealer network. Additional support through MTI’s PRIME 2 and Technical Assistance Program (TAP) helped the company refine their business model and navigate regulatory challenges.

“MTI’s support played a key role in helping us scale operations, hire a sales consultant, connect with key industry stakeholders, and develop our marketing and distribution strategy,” says Hidier. “The funding allowed us to establish Finsulate-certified dealer boatyards throughout the Northeast, enabling more boat owners to transition to this non-toxic, long-lasting alternative.”

The company’s impact extends beyond environmental benefits—boat owners who choose Finsulate Wrap enjoy significant time and cost savings by eliminating the annual cycle of sanding, scraping, and repainting. With a single application lasting five or more years, the solution quickly becomes economically advantageous while contributing to cleaner waterways.

Maine’s coastal communities and growing clean-tech sector have provided fertile ground for Finsulate USA’s growth. The company has established partnerships with influential organizations including Green Marine, The Great Loop Boating Association, Maine Marine Trades Association, and the Maine Aquaculture Association.

Looking ahead, Finsulate USA is expanding their focus to include commercial vessels—barges, tugs, workboats, tankers, and container ships—where the environmental and economic benefits of their technology can have an even greater impact on reducing marine pollution.

The duo shared, “Maine has been the perfect home for our business—with its passionate, environmentally conscious boating community and strong support for sustainable innovation. Our partnership with MTI has accelerated our growth and helped us navigate the challenges of introducing a disruptive technology to a traditional industry.”