Choose Energy
Choose Energy is a U.S. online marketplace that lets residential and small commercial consumers in 15+ deregulated states compare and enroll in electricity and natural gas plans from 30+ suppliers, generating revenue through supplier referral fees as a subsidiary of Red Ventures.
- Company typePrivate
- Founded2009
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Choose Energy does
Choose Energy operates an online comparison marketplace that enables U.S. consumers in deregulated energy markets to search, compare, and enroll in electricity and natural gas plans from third-party suppliers. The core product is a web-based, self-serve marketplace where users enter a ZIP code to view plans filtered by provider, rate type, contract length, renewable energy content, and usage tier, with an integrated Electricity Facts Label viewer for plan-level transparency. The platform also includes a Solar Energy Resource Center, a Business Energy Services vertical serving property managers, schools, churches, and merchants, and an educational blog/resource hub organized around Energy 101, efficiency tips, and energy innovation content.
The technology stack is a conventional web marketplace with extensive state- and city-level SEO landing pages, multi-channel content marketing, and active social profiles; no public API, SDK, or developer portal is offered, and the Terms of Use explicitly prohibit automated scraping. The company is a subsidiary of Red Ventures Company, headquartered at 1423 Red Ventures Drive in Fort Mill, South Carolina, with a secondary office in Austin, Texas, and operates with 11–50 employees.
The revenue model is a classic lead-generation / affiliate-referral structure: the marketplace is free for consumers, and Choose Energy earns referral fees and commissions from energy suppliers when customers enroll in plans via the platform. It serves two primary segments — residential consumers (the dominant use case, comparing and switching home electricity and gas plans) and small commercial customers (multi-location businesses and institutions). Geographic reach spans 15+ U.S. states where retail energy choice is available, supported by partnerships with 30+ suppliers including TXU Energy, Constellation, Reliant, Gexa Energy, Green Mountain Energy, and others.
Choose Energy firmographics
Firmographics- Name
- Choose Energy
- Legal name
- Choose Energy, Inc.
- Website
- https://chooseenergy.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Choose Energy is a U.S. online marketplace that lets residential and small commercial consumers in 15+ deregulated states compare and enroll in electricity and natural gas plans from 30+ suppliers, generating revenue through supplier referral fees as a subsidiary of Red Ventures.
- Ownership category
- akta.pro rank
Choose Energy industry classification
Industry- Product category
- Energy Comparison Marketplace
- NAICS
- Electric Power Generation, Transmission and Distribution (2211), Electric Power Transmission, Control, and Distribution (22112)
- SIC
- Electric Services (4911)
- akta.pro primary industry
- Auto-Switching & Price Comparison Platforms (EUAGAEAD)
- akta.pro secondary industries
- Retail Energy Brokerage (Residential & SMB Switching) (EUAGAEAA), Customer Energy Engagement (In-Home Displays, Portals, Usage Insights) (EUADAFAH)
Keywords
Where Choose Energy is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Choose Energy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Affiliate/Referral Fees from Energy Suppliers: Choose Energy is a free marketplace for consumers. The company generates revenue through referral fees and commissions paid by energy suppliers when customers enroll in plans through the platform. This is a classic lead generation/affiliate model where the service is free for end users.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Choose Energy product offering
Product offeringCore offering
Choose Energy operates a free online comparison marketplace where residential and commercial consumers enter a ZIP code to search, filter, and enroll in electricity and natural gas plans from third-party energy suppliers in 15+ deregulated U.S. states. The marketplace aggregates plan data including rate type, contract length, renewable energy content, and usage tiers, and integrates Electricity Facts Label (EFL) disclosure documents for plan-level transparency. A separate business energy vertical serves commercial customers (property management, schools, churches, merchants) with tailored commercial plans, while a Solar Energy Resource Center and educational blog support consumer decision-making.
Product overview
Choose Energy operates a marketplace platform that aggregates electricity and natural gas plans from third-party energy providers, serving residential and business consumers in 15+ deregulated U.S. states. The core offering is the comparison marketplace, where users enter their ZIP code to compare plans by provider, rate type, contract length, and renewable energy content. The platform also includes a Solar Energy Resource Center, dedicated Business Energy Services for commercial customers, an Electricity Facts Label viewer for plan transparency, and an educational blog/resource hub. The company is operated by Red Ventures and is not itself an energy supplier or utility provider.
Differentiator
Problem solved
Functional benefit
Products and services
- Choose Energy Marketplace An online comparison marketplace that lets residential consumers enter a ZIP code to search, filter, and enroll in electricity and natural gas plans from third-party energy suppliers across 15+ deregulated U.S. states.
- Business Energy Services A dedicated commercial energy comparison and enrollment service offering customized electricity and natural gas plans for businesses including property management firms, schools, churches, and merchants, served through a B2B form and agent-assisted sales motion.
Quantifiable outcome
- 2M+ customers helped find energy plans
- +2 more outcomes
Companies that use Choose Energy
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Choose Energy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Choose Energy partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Energy Suppliers (TXU Energy, Constellation, Reliant, Gexa Energy, Green Mountain Energy, and 30+ others)coreChoose Energy partners with multiple electricity and natural gas suppliers to display their plans on the marketplace. These include major Texas providers like TXU Energy, Reliant, Constellation, Gexa Energy, 4Change Energy, Frontier Utilities, and others. The platform provides these suppliers with customer leads in exchange for referral fees.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Choose Energy competitors and assessment
Company assessmentDirect peers
- SaveOnEnergy: SaveOnEnergy is a direct competitor running an online marketplace for comparing electricity and natural gas plans across deregulated US states, with the same affiliate/referral revenue model and ZIP-code-driven shopping flow as Choose Energy.
- Compare Power: Compare Power is a Texas-focused electricity comparison marketplace that lets residential and business shoppers enter their ZIP code to compare plans from competing REPs. It competes head-to-head with Choose Energy in Texas, the deepest deregulated market.
- Power to Choose (Texas PUC): Power to Choose is the official Public Utility Commission of Texas comparison portal, offering certified rate shopping in the Texas deregulated market. It is a state-run direct competitor that compresses the value Choose Energy can offer in its largest market.
- EnergySage: EnergySage is a leading online marketplace for comparing solar, storage, and clean energy providers, with an education-led, ZIP-code-based shopping flow closely analogous to Choose Energy's residential electricity marketplace, but focused on distributed generation rather than retail electricity supply.
- ElectricityPlans.com: ElectricityPlans.com is an online comparison marketplace operating in Texas and other deregulated states, using the same lead-generation model to connect consumers with retail electricity providers. It competes with Choose Energy for the same traffic and supplier relationships.
- Pick Energy: Pick Energy is a digital marketplace for comparing electricity rates and providers, primarily in deregulated states, using a similar affiliate/referral monetization model. It is a direct competitor in the same product category and customer base.
Broad incumbents
- Constellation Energy: Constellation is one of the largest US retail electricity and natural gas suppliers and is a partner supplier on the Choose Energy marketplace. It is comparable as a broad incumbent in the deregulated retail energy market, though it competes upstream by selling plans rather than intermediating.
- Reliant Energy (NRG): Reliant is a major Texas retail electricity provider listed as a partner on Choose Energy and a household brand in deregulated markets. As a broad incumbent, it has the scale to build direct-to-consumer switching tools that could disintermediate marketplaces like Choose Energy.
Others
- Red Ventures: Red Ventures is the parent company that owns and operates Choose Energy alongside a portfolio of consumer comparison and lead-generation brands. It is a sibling operator that shares SEO, content, and monetization infrastructure and effectively defines the strategic and operational context for Choose Energy.
Emerging players
- Treehouse (home energy): Treehouse is an emerging digital home energy platform offering installation and management of rooftop solar, storage, and EV charging. It overlaps with Choose Energy's solar content and emerging renewable energy offerings, but addresses the underlying distributed generation asset rather than retail electricity supply.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Choose Energy social profiles
Digital presenceChoose Energy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Choose Energy leadership team
Management profileNumber of profiles
Profiles1 record
Choose Energy funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Choose Energy M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Choose Energy
What does Choose Energy do?
Choose Energy operates a free online comparison marketplace where residential and commercial consumers enter a ZIP code to search, filter, and enroll in electricity and natural gas plans from third-party energy suppliers in 15+ deregulated U.S. states. The marketplace aggregates plan data including rate type, contract length, renewable energy content, and usage tiers, and integrates Electricity Facts Label (EFL) disclosure documents for plan-level transparency. A separate business energy vertical serves commercial customers (property management, schools, churches, merchants) with tailored commercial plans, while a Solar Energy Resource Center and educational blog support consumer decision-making.
Is Choose Energy a public or private company?
Choose Energy is a private company. It is classified as corporate owned and is currently operating.
When was Choose Energy founded?
Choose Energy was founded in 2009. It employs 11 to 50 people.
Where is Choose Energy based?
Choose Energy is headquartered in San Francisco, United States, in the North America region.
How does Choose Energy make money?
One revenue line is on record: affiliate/Referral Fees from Energy Suppliers.
Who are Choose Energy's main competitors?
Direct peers on record are SaveOnEnergy, Compare Power, Power to Choose (Texas PUC), EnergySage, ElectricityPlans.com and Pick Energy. Broad incumbents are Constellation Energy and Reliant Energy (NRG). Red Ventures is listed as an others. Treehouse (home energy) is listed as an emerging player.
Does Choose Energy have an API?
No public API is recorded for Choose Energy.
What industry is Choose Energy in?
Choose Energy's product category is Energy Comparison Marketplace. Its primary akta.pro industry code is EUAGAEAD, Auto-Switching & Price Comparison Platforms, with a secondary code of EUAGAEAA, Retail Energy Brokerage (Residential & SMB Switching). Its NAICS code is 2211 and its SIC code is 4911.