The soil-water heat pump is the most stable, reliable, low-service source of renewable heating for households and of warm, running water. Yet due to the high capital barrier, heat pumps are rarely used in Poland. A new subsidy program called “Prosument” eliminates this capital barrier, although in the pilot version of the program, subsidizing renewable heat sources is dependent on also installing a renewable electricity source in the household. This condition may decrease the interest in the subsidy program. On the basis of market information collected, this article presents a financial analysis of installing soil-water heat pumps in comparison with traditional, non-renewable heating by natural gas, LPG gas, and electric heating. Comparative calculations have been carried out for six options affected by receiving a subsidy, by the need for home cooling, and by whether or not the house is newly built or already existing. Despite relatively high MIRR rates of return, the payback periods (PB) appeared to differ significantly, from 1 to 20 years. This analysis highlights the market segments for which heat pumps are an attractive investment opportunity. The choice of attractive market segments is based on research showing that the accepted payback period in Poland for renewable energy is below 6–7 years. For faster emissions’ reduction, promotional activities for heat pumps should be selective and targeted for the highlighted market segments where the ecological motivations of citizens can be strengthened by economical saving opportunities. The heating of households results in a large share of air polluting emissions. According to the research presented, heat pumps provide greater CO₂ reduction than certain other renewable heat sources (e.g. solar collectors). It can therefore be suggested that the Polish government should organize more subsidies for heat pumps – even at the expense of other renewable energy sources. The market for heat pumps in Poland is in the early development stage compared to western European markets. Apart from the subsidy program, Prosument, and targeted promotional activities, the development of heat pump usage in Poland may be increased by the need for more energy independence due to the political situation in Ukraine – as well as the promotion of heat pumps by energy corporations (to balance peak loads of the electrical grid and to increase electricity sales).