But in Houston, where there are 52 companies on Power to Choose each offering several different power plans, there might be too many choices. Economists have found that when confronted with a large number of choices, most people tend to do nothing. In one well-known behavioral economics experiment, researchers set out six samples of fruit jams at a grocery store, enticing 30 percent of shoppers to buy the product. But when they increased the number of samples to 24, only 3 percent of shoppers made a purchase.
If you’re looking for cheap electricity in Houston, TX, you’ve come to the right place. We compiled the best electricity plans in Houston from the top providers, ensuring that each electricity company we select meets our high standards for business stability, eco-friendliness, and transparent pricing. You can rest easy knowing you’re choosing the best from the best.
CenterPoint Intelligent Energy Solutions LLC, IES, which manages TrueCost, is not the same legal entity as CenterPoint Energy Resources Corp. (CERC) or CenterPoint Energy Houston Electric, LLC (CEHE), nor is IES regulated by the Railroad Commission of Texas or the Public Utility Commission of Texas. You do not have to buy products or services from IES in order to continue to receive quality regulated services from CERC or CEHE.
“The whole business model of the industry is to get people in on the promotional rates and then jack up their rate when the promotional rates end,” said Trent Crow, a former JP Morgan energy trader and founder of Real Simple Energy, a website that helps consumers find low-cost electricity plans. “I don’t think people realize how much they are overpaying.”

Consumers in Houston, Dallas, Fort Worth and Corpus Christi were promised bargains on electricity when the Texas Legislature deregulated the electricity market. But 16 years later they're still paying more for electricity than their counterparts in cities Texas lawmakers exempted from deregulation such as Austin and San Antonio, according to the Texas Coalition for Affordable Power which analyzed federal electricity pricing data.
Consumers were promised cheaper power when Texas deregulated its electricity markets in 2002 at the urging of big industrial users and power companies. Average retail prices have declined by more than 60 percent since 2001, although much of that decline is due to the plunge in natural gas prices that followed advances in shale drilling and consequently wholesale power prices. Proponents of deregulation argue that they still have choices that can save them money.
If you live in the greater Houston area, there are over 60 different energy suppliers competing for your business. Many of these providers have websites that are confusing and difficult to navigate, their rates buried in misleading advertising and dense jargon. Who has the time to sort through and keep track of options across all these different sites?
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