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Power To Choose – Texas Electricity Choice

May 19, 2014
by dmirza

In the great state of Texas, consumers are blessed with the power to choose their electricity provider. The deregulated electricity market in Texas has empowered individuals and businesses alike to take control of their energy options. The Power To Choose program, administered by the Public Utility Commission of Texas (PUCT), has been instrumental in promoting competition and providing consumers with a wide array of choices. We will delve into the concept of electricity choice in Texas, its benefits, challenges, and the role of the Power To Choose platform in enabling consumers to make informed decisions.

Overview of the Texas Electricity Market

To understand the significance of Power To Choose, it is crucial to grasp the structure of the Texas electricity market. Texas operates on a unique system, separate from the traditional vertically integrated utility model found in many other states. The market consists of several components, including power generators, transmission and distribution utilities, and retail electricity providers. While the generators produce electricity and the transmission and distribution utilities deliver it, the retail electricity providers interact directly with consumers, offering various plans and pricing options.

Understanding Electricity Deregulation in Texas

To fully appreciate the significance of electricity choice in Texas, it is important to understand the concept of deregulation. In 2002, the Texas Legislature passed Senate Bill 7, which opened up the electricity market to competition. Prior to this, a single utility company held a monopoly over the generation, transmission, and distribution of electricity. However, with deregulation, the market was divided into separate entities, allowing consumers to choose their retail electricity provider (REP).

Benefits of Power To Choose

  1. Increased Competition: The introduction of competition has led to a thriving electricity market in Texas. Retail electricity providers now have to vie for customers by offering competitive rates, innovative plans, and superior customer service. This increased competition has driven providers to continually improve their offerings, resulting in better deals and benefits for consumers.
  2. Lower Electricity Rates: The ability to compare and choose from various electricity plans has created a downward pressure on rates. Retail electricity providers must stay competitive, leading to lower rates and cost-saving opportunities for consumers. With Power To Choose, Texans have the ability to find plans that fit their usage patterns and budget, potentially saving them significant amounts on their electricity bills.
  3. Flexibility and Customization: Power To Choose allows consumers to select plans that align with their individual needs and preferences. Whether someone is looking for fixed-rate plans, green energy options, or plans with specific contract lengths, the program offers a wide range of choices. This flexibility ensures that consumers can find the most suitable plan that meets their requirements and aligns with their values.
  4. Transparency and Information: Power To Choose allows users to compare rates, plans, and customer reviews, giving them the necessary information to choose the best provider for their specific needs. The program emphasizes transparency, enabling consumers to understand the terms and conditions of each plan before making a decision.
  5. Incentives for Renewable Energy: The Power To Choose program has facilitated the growth of renewable energy in Texas. With the option to choose green energy plans, consumers can support the development of renewable sources such as wind and solar power. This has contributed to the overall diversification of the state’s energy mix and reduced environmental impact.

Challenges and Considerations

While electricity choice has undoubtedly been beneficial, there are challenges and considerations that consumers should be aware of. One key challenge is the complexity of comparing different plans and providers. With numerous options available, consumers must invest time and effort to research and evaluate various offerings. The Power To Choose website attempts to simplify this process by providing a platform for comparing plans and prices. However, there have been criticisms of the website for its lack of transparency regarding pricing and terms, which can make it challenging for consumers to make truly informed decisions.

Another consideration is the potential for misleading marketing tactics. Some REPs may engage in deceptive practices, such as offering low introductory rates that skyrocket after an initial period or burying fees and charges in the fine print. It is crucial for consumers to thoroughly read and understand the terms and conditions of their chosen plan before signing up.

Furthermore, consumers should be aware of the possibility of fluctuating electricity rates. While fixed-rate plans provide stability and protection against price spikes, variable-rate plans can be subject to market volatility. Consumers need to carefully evaluate their risk tolerance and weigh the pros and cons of each type of plan.


Power To Choose program has transformed the Texas electricity market, providing consumers with the ability to select their electricity providers and find the most suitable plans for their needs. Through increased competition, lower rates, and greater transparency, the program has empowered Texans to take control of their electricity consumption. By evaluating their usage patterns, comparing plans, and understanding the terms, consumers can make informed decisions that lead to cost savings and align with their preferences. With Power To Choose, Texas residents have the opportunity to support renewable energy, customize their plans, and benefit from a vibrant and competitive electricity market.

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