According to a typical economic theory, prices are optimally determined in a fair and transparent market, and not by a political or academic body. In deregulation of electricity markets, one immediate concern with pricing is that incumbent electricity providers would undercut the prices of new entrants, preventing competition and perpetuating the existing monopoly of providers. Thus, the SB7 bill introduced a phase-in period during which a price floor would be established (for incumbent electricity companies) to prevent this predatory practice, allowing new market entrants to become established. New market entrants could charge a price below the price to beat, but incumbents could not. This period was to last from 2002 to January 1, 2007. As of 2007 Texas investor owned utility affiliates no longer have price to beat tariffs.[4]

Since the Texas electricity market opened to competition in 2002, many Texas residents have had the opportunity to choose their own electricity provider. Instead of relying on their local utility to provide them with electricity, most Texans can choose from a variety of competitive providers, allowing them to shop around for the perfect electricity plan for their homes and lifestyles.


Whether you live in a large city or small town, we can save you money! Where do we provide Texas electricity? We service customers in more than 400 deregulated communities in Texas. We work with principal utilities throughout the state of Texas to provide prepaid electricity. The utilities are: Oncor in the Dallas / Fort Worth Metroplex and various parts of West Texas; CenterPoint Energy in Houston and the surrounding areas; AEP Central in Corpus Christi and surrounding areas; AEP North in Abilene and other North Texas communities.
In Texas, the average household uses an average of 77 million Btu of electricity per year, which is approximately 14% less than the national average. Breaking these stats down even further shows us that electricity use in the average Texan home is 26% higher than the rest of the United States, however this isn’t much higher than several other states that are closest to Texas. When it comes to cost, the average total household bill per year is $1,801. This amount ranks amongst the highest across America, but other states that typically see soaring temperatures in the summer season aren’t far behind.
One of the newest and most exciting things we’ve introduced into the market is a strategic partnership with Amazon, allowing us to offer customers in Texas new fixed-rate electricity plans that include an Amazon Echo Dot. Our Power on Command and Weekends on Command plans  offer protection from seasonal price fluctuations, plus an Echo Dot to manage all your smart home needs. Our Alexa Skill adds even more convenience, giving you the power to access and manage your Direct Energy account using voice commands.

In this free market competing electricity retailers buy electricity wholesale from private power generators to sell at retail to around 85% of Texas residents. The partnership between generators and retailers is governed by the Electric Reliability Council of Texas, or ERCOT, which attempts to balance the power grid’s electricity supply and demand by purchasing small amounts of electricity at 15-minute intervals throughout the day.
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