Think Energy
Think Energy is a privately held U.S. retail electricity provider founded in 2011, licensed in 13 jurisdictions, selling fixed-rate 100% renewable electricity supply, community solar subscriptions, and smart-thermostat optimization to residential and small business customers in deregulated markets.
- Company typePrivate
- Founded2011
- HeadquartersHouston, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Think Energy does
Think Energy, LLC is a privately held U.S. retail electricity provider (REP) founded in 2011, headquartered in Houston, Texas, and licensed to sell electricity supply in 13 jurisdictions across the Northeast, Mid-Atlantic, Midwest, and South, including Connecticut, Delaware, Illinois, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Ohio, Pennsylvania, Rhode Island, Texas, and Washington D.C. The company serves mass-market residential customers and small businesses in deregulated energy markets, positioning around 100% renewable energy certificates sourced from wind, solar, and hydro (outside Connecticut), competitive fixed-rate plans for up to 36 months, and community solar subscriptions that deliver a guaranteed minimum 5% bill credit for up to 20 years without rooftop installation.
The core product portfolio is delivered through three primary service lines — Electricity (fixed-rate retail supply), AutoSave (variable-rate with automated rate protection), and Community Solar (subscription to local solar farms) — supplemented by ThinkSmart (a Texas-only smart-thermostat optimization program paying $10 monthly bill credits) and the Free Energy Club (a referral program operated by Think Rewards, LLC that pays customers 10–100% of their own supply charges based on referral volume). Operations are run through a multi-entity structure: EE REP 2, LLC d/b/a Think Energy (Texas REP, PUCT License No. 10315) and Think+ Network LLC (Texas broker, BR230177) handle Texas; Energywell Community Solar, LLC d/b/a Think Community Solar handles the community solar vertical; and Think Rewards, LLC runs the referral program. Customer acquisition is direct-to-consumer via thinkenergy.com and phone (1.888.923.3633), supported by a $100 gift card promotional offer (minimum 1,800 kWh over six months) and a sustainability partnership with One Tribe (over 5 million rainforest trees protected).
Revenue is generated primarily from recurring monthly electricity supply charges billed to enrolled customers, with ancillary revenue from community solar subscriptions (administering solar credits) and referral-driven acquisition funded from customer acquisition savings. The business model is capital-light — electricity is delivered through existing utility distribution infrastructure while Think Energy acts as the supplier — and the company has no disclosed institutional funding, acquisitions, or leadership changes in the available data, indicating a privately controlled, organically scaled operator.
Think Energy firmographics
Firmographics- Name
- Think Energy
- Legal name
- Think Energy, LLC
- Website
- https://thinkenergy.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Think Energy is a privately held U.S. retail electricity provider founded in 2011, licensed in 13 jurisdictions, selling fixed-rate 100% renewable electricity supply, community solar subscriptions, and smart-thermostat optimization to residential and small business customers in deregulated markets.
- Ownership category
- akta.pro rank
Think Energy industry classification
Industry- Product category
- Retail Electricity Provider
- NAICS
- Electric Power Generation, Transmission and Distribution (2211)
- SIC
- Electric Services (4911), Electric & Other Services Combined (4931)
- akta.pro primary industry
- Retail Supply + DER/Virtual Power Plant Bundles (Solar, Storage, DR) (EUAGABAI)
- akta.pro secondary industries
- REC/GO Claims, Labeling & Consumer Programs (Green Claims, Eco-labels) (EUAMAKAK), Demand Response & Load Flexibility Services (EUAMAJAF), Retail Energy Brokerage (Residential & SMB Switching) (EUAGAEAA)
Keywords
Where Think Energy is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Think Energy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Retail Electricity Supply: Think Energy generates revenue by selling electricity supply to residential and commercial customers at competitive fixed rates. Customers pay for electricity supply (not delivery) on their monthly bills. Revenue is recurring as long as customers remain enrolled.
- Community Solar Credits: Community solar program where customers receive solar credits on their electricity bills, offsetting a minimum of 5% annually for up to 20 years. Think Energy earns revenue by managing community solar farm subscriptions and administering credits.
- Referral Program Rebates: Free Energy Club referral program where members earn energy rebates (10-100% of their own electricity supply charges) based on number of qualified referrals. Rebates are funded from customer acquisition savings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Residential Electricity Plans |
| Hybrid | Monthly | AutoSave Plan |
| Subscription | Monthly | Community Solar |
| Subscription | Monthly | ThinkSmart Program |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Think Energy product offering
Product offeringCore offering
Think Energy is a licensed retail electricity provider (REP) that sells electricity supply directly to residential and small commercial customers in 12 U.S. states and Washington D.C. Its core offering is 100% renewable electricity supply (via wind, solar, and hydro RECs) at competitive fixed rates for terms up to 36 months, supplemented by a community solar subscription program (Think Community Solar) and a smart-thermostat demand-response program (ThinkSmart) available in Texas.
Product overview
Think Energy is a mass-market retail electricity provider (REP) operating as a licensed electricity supplier in 13 U.S. jurisdictions (12 states and Washington D.C.), with a broker partnership structure in Texas. The company's product portfolio consists of three primary service lines: (1) Electricity — a core fixed-rate retail electricity supply product with 100% renewable energy certificates (RECs) from wind, solar, and hydro; (2) AutoSave — a variable-rate plan with automated rate protection; and (3) Community Solar — a solar subscription program delivering bill credits from local solar farms. Two supplementary programs round out the offering: ThinkSmart, a smart thermostat energy optimization module (currently Texas-only) that provides $10 monthly bill credits; and the Free Energy Club referral program, operated by Think Rewards, LLC, which pays participating customers energy rebates scaled by referral volume. The portfolio is unified by the company's clean-energy positioning and shared enrollment, billing, and customer service infrastructure accessible via the Think Energy My Account portal.
Differentiator
Problem solved
Functional benefit
Brands
- Think Community Solar: Community solar program that connects customers to local solar farms to produce solar credits and lower electric bills by a minimum of 5% for up to 20 years
- ThinkSmart
- AutoSave
- Free Energy Club
Products and services
- Electricity Core retail electricity supply service that delivers 100% renewable energy (via RECs from wind, solar, and hydro) to residential and small commercial customers at competitive fixed rates for terms of up to 36 months, available in 12 states plus Washington D.C.
- AutoSave Variable-rate electricity plan with an automatic rate-protection mechanism that switches customers to a lower available rate when market rates fall below their plan rate, free to enroll and cancelable anytime.
- Community Solar Subscription program that connects customers to local community solar farms, applying solar credits to their electric bills for guaranteed minimum 5% annual savings for up to 20 years, with no rooftop installation, enrollment fee, or cancellation fee required.
- ThinkSmart Smart thermostat energy optimization program (Texas-only) that connects to a customer's smart thermostat via their Think Energy account, automatically adjusting temperature settings during peak/expensive grid periods to reduce energy use and earn a $10 monthly bill credit, with a comfort guarantee limiting adjustments to a few degrees.
- Free Energy Club Customer referral program operated by Think Rewards, LLC that allows participating residential customers to earn monthly energy rebates on their own electricity supply charges by referring qualified new customers, with rebate percentages scaling from 10% (3-9 referrals) up to 100% (20+ referrals) and a $2,000 annual payout cap.
Quantifiable outcome
- Minimum 5% savings on electricity bills through community solar for up to 20 years
- +2 more outcomes
Companies that use Think Energy
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Think Energy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Think Energy partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- One TribecoreThink Energy partnered with One Tribe to protect rainforest. As part of the sustainability commitment, Think Energy and its customers have protected over 5 million trees in the rainforest threatened by deforestation. This partnership differentiates Think Energy's brand by providing tangible environmental impact alongside renewable energy services.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Think Energy competitors and assessment
Company assessmentDirect peers
- Direct Energy: One of the largest North American retail electricity and natural gas providers, offering fixed and variable-rate supply plans to residential and commercial customers across the same deregulated US markets where Think Energy operates. Directly comparable business model and customer segments.
- Green Mountain Energy: Renewable-focused retail electricity provider serving residential and commercial customers in deregulated US markets. Closest direct competitor given its near-identical 100% renewable positioning and fixed-rate plan structure.
- TXU Energy: Major Texas retail electric provider serving residential and business customers, competing head-to-head with Think Energy's EE REP 2, LLC / Think+ Network entities in the company's largest single-state market.
- ENGIE Resources: Retail electricity and natural gas supplier serving commercial and residential customers across deregulated US markets, with a focus on renewable supply. Directly comparable product set and target customer base.
- CleanChoice Energy: Renewable-focused retail electricity supplier serving residential customers in multiple deregulated states. Highly comparable mission (100% renewable default) and product packaging to Think Energy.
- XOOM Energy: Retail electricity and natural gas provider operating in deregulated US markets with residential and small commercial plans, including renewable options. Directly comparable customer segments and pricing mechanics.
- Public Power: Retail electricity provider operating in deregulated US markets with a renewable supply focus and competitive fixed-rate plans. Comparable target customer and product packaging to Think Energy.
Broad incumbents
- Constellation Energy: Large US energy company with a residential and C&I retail electricity supply arm, including renewable options. Competes with Think Energy across multiple deregulated jurisdictions but operates at meaningfully larger scale.
- NRG Energy: Multi-brand retail electricity parent (including Green Mountain Energy, Reliant, and others) with residential and commercial supply across deregulated US markets. A broader incumbent whose portfolio overlaps directly with Think Energy's offering.
Emerging players
- Arcadia: Clean energy platform connecting households to community solar, wind farms, and renewable supply. Overlaps with Think Community Solar and the renewable retail supply proposition, though more technology-platform in orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Think Energy social profiles
Digital presenceThink Energy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Think Energy leadership team
Management profileNumber of profiles
Think Energy subsidiaries and ownership
Company hierarchySubsidiaries4 records
Think Energy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Think Energy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Think Energy
What does Think Energy do?
Think Energy is a licensed retail electricity provider (REP) that sells electricity supply directly to residential and small commercial customers in 12 U.S. states and Washington D.C. Its core offering is 100% renewable electricity supply (via wind, solar, and hydro RECs) at competitive fixed rates for terms up to 36 months, supplemented by a community solar subscription program (Think Community Solar) and a smart-thermostat demand-response program (ThinkSmart) available in Texas.
Is Think Energy a public or private company?
Think Energy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Think Energy founded?
Think Energy was founded in 2011. It employs 11 to 50 people.
Where is Think Energy based?
Think Energy is headquartered in Houston, United States, in the North America region.
How does Think Energy make money?
Three revenue lines are on record. Retail Electricity Supply is the primary driver. The others are community Solar Credits and referral Program Rebates.
Who are Think Energy's main competitors?
Direct peers on record are Direct Energy, Green Mountain Energy, TXU Energy, ENGIE Resources, CleanChoice Energy, XOOM Energy and Public Power. Broad incumbents are Constellation Energy and NRG Energy. Arcadia is listed as an emerging player.
Does Think Energy have an API?
No public API is recorded for Think Energy.
What industry is Think Energy in?
Think Energy's product category is Retail Electricity Provider. Its primary akta.pro industry code is EUAGABAI, Retail Supply + DER/Virtual Power Plant Bundles (Solar, Storage, DR), with a secondary code of EUAMAKAK, REC/GO Claims, Labeling & Consumer Programs (Green Claims, Eco-labels). Its NAICS code is 2211 and its SIC code is 4911.