One of the benchmarks of a successful free market is the range of choice provided to customers. Choice can be viewed both in terms of the number of firms active in the market as well as the variety of products those firms offer to consumers. In the first decade of retail electric deregulation in Texas, the market experienced dramatic changes in both metrics. In 2002, residential customers in the Dallas-Fort area could choose between 10 retail electric providers offers a total of 11 price plans. By the end of 2012, there were 45 retail electric providers offering 258 different price plans to residential customers in that market. Similar increases in the number of retail electric providers and available plans have been realized in other deregulated electricity market areas with the state.
The vast majority of Texas residential consumers on fixed-rate contracts pay anywhere from 6 to 13 cents per kWh for electricity. However, searches for service in most major metropolitan zip codes on PowertoChoose.org reveal a long list of offers seemingly too good to be true, with several starting at 1 cent per kWh. These offers may appear to be a great deal on the surface, but they are often accompanied by confusing minimum usage requirements, monthly fees, and conditional bill credits. Those conditions can be easily overlooked by eager consumers wanting a bargain on their utility bills.
Due to the increased usage of natural gas immediately after deregulation, new-era energy tools such as wind power and smart-grid technology were greatly aided. Texas' first "renewable portfolio standard" — or requirement that the state's utilities get a certain amount of their power from renewable energy like wind — was signed into law in 1999, as part of the same legislation that deregulated the electric market.
Since 2002, Amigo Energy has been one of the best electric companies in Texas. Not only that, but more recently we’ve received far fewer Public Utilities Commission of Texas (PUC) complaints than most other large residential electricity providers across the state.2 In fact, our customer service gets even better over the phone because our call-in customers have yet to file a PUC complaint this year.3 This ain’t our first rodeo—with over 15 years of experience and a track record of reliable service, you can trust Amigo Energy as your retail electricity provider.
As a residential or commercial customer, you’ll enjoy competitive rates, flexible contracts, and personalized plans that give you the power to choose what’s best for you. And we offer no-deposit electricity for well-qualified customers and deposit payment plans for those with less than desirable credit so that switching retail electric providers won’t break the bank.‡ When you switch to Amigo Energy today, you’ll switch on the power of convenience and affordability.
The local electric company is the utility – that’s the company who owns the infrastructure, including the poles and power lines that deliver electricity to your home. They are who you call if your power goes out or there's an emergency. But in almost every city in Texas, you must choose another company to supply that energy, called a Retail Electric Provider (REP). These REPs, like Spark Energy, allow you to choose electricity plans that offer competitive prices and plans to meet your needs.
Compared to the rest of the nation, data from the U.S. Energy Information Administration which publishes annual state electric prices  shows that Texas' electric prices did rise above the national average immediately after deregulation from 2003 to 2009, but, from 2010 to 2015 have moved significantly below the national average price per kWh, with a total cost of $0.0863 per kWh in Texas in 2015 vs. $0.1042 nationally, or 17 percent lower in Texas. Between 2002-2014 the total cost to Texas consumers is estimated to be $24B, an average of $5,100 per household, more than comparable markets under state regulation. 
As a renter, it’s important to know approximately how much electricity you will use each month in order to get the best deal on electricity. Some electricity plans are cheaper for lower energy usage customers, while other plans are designed with high usage customers in mind. If you’re just moving into an apartment, ask your leasing agent to provide you with historic kWh usage information for your specific unit if possible.
Since the electricity market opened, more and more electricity providers have entered the market with various plans and products. Direct Energy and their affiliated brands: Bounce Energy , First Choice Power, and CPL Retail Energy offer a multitude of electricity plans and benefits so customers can find the electricity plan that best fits their needs. While it’s great to have so many options, it can be difficult and confusing to choose an electricity plan. With choices like fixed-rate, variable-rate, and prepaid plans, as well as varying price options, term lengths and rewards, shopping for an electricity plan can be an overwhelming task.
Energy Deregulation simply gives Texas residents the choice to select which electricity provider they want to use. In regulated cities, the state government restricts utility companies to only sell in their designated areas, taking the free market out of electricity. Texas deregulation gives the decision back to the consumer, and we’re happy to help make that decision easier.
For example, shoppers for Texas electricity plans in the 77494 ZIP code in Katy, TX, could find 12-month plans for 6.8 cents/kWh in February; by June, electricity rates had increased 27 percent to 9.3 cents/kWh. As of early September, 12-month plans were up again, to 9.9 cents/kWh – a 6.5 percent hike from June and a 46 percent increase just since February.