What Amigo Energy does

Amigo Energy, doing business as Fulcrum Retail Energy, LLC, is a Texas-licensed Retail Electric Provider (PUCT License #10081) operating in the state's deregulated electricity market since 2002/2003. The company sells residential and commercial electricity supply across 240+ Texas cities and towns in deregulated service territories, leveraging the underlying smart-meter / Advanced Metering Systems infrastructure and partnerships with TDSPs (Oncor, CenterPoint, AEP Texas, TNMP) for delivery. Its product portfolio spans fixed-rate plans (Truly Fixed, Basics, Assurance), time-of-use and free-period plans (Nights Free 9 PM-7 AM, Free Weekends, Simply Days Free 9 AM-4 PM rebate), green energy options (Green Energy, JustGreen add-on, Solar Plans), and bundled subscription perks (GoodBundle, Stat Rewards, Refer-A-Friend).

The technology stack is a commodity retail-energy platform: a web-based self-service portal (My Amigo / account.amigoenergy.com, selfserve.amigoenergy.com), native iOS and Android applications, and ZIP-code-based plan comparison with bilingual (English/Spanish) call-center and self-service flows. Same-day service enrollment is supported for customers with smart meters who enroll before noon CT. The company is a wholly owned subsidiary of Just Energy (U.S.) Corp., with corporate governance, privacy oversight, and career administration handled at the parent level (Mississauga, Canada office for the Privacy Officer).

Revenue is generated primarily through usage-based kWh charges on residential and commercial supply contracts, supplemented by recurring add-on subscriptions (GoodBundle membership, JustGreen, Stat Rewards) and one-time referral credits. Customer acquisition runs through a multi-channel mix: direct phone enrollment (888-331-8871, 866-239-5056), website self-service, mobile app, PowertoChoose.org (PUCT's regulated marketplace), paid search, social media, community sponsorships in the Hispanic community (Houston Latin Fest, Festival de la Salsa), the Bright Minds Scholarship, and a creator/affiliate program targeting Facebook, Instagram, and TikTok influencers in Houston and Dallas. Customer segments are predominantly long-tail residential (with cited 7-10+ year tenures) plus a secondary commercial book; no enterprise anchor customers are disclosed.

Name

Amigo Energy

Legal name

Fulcrum Retail Energy, LLC

Website

https://amigoenergy.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

Amigo Energy (Fulcrum Retail Energy, LLC) is a Texas Retail Electric Provider, selling residential and commercial electricity supply under PUCT License #10081 across 240+ deregulated cities since 2002. Wholly owned by Just Energy (U.S.) Corp., it offers fixed-rate, time-of-use, green, and solar plans via bilingual digital and phone channels.

Ownership category

akta.pro rank

Product category

Retail Electricity Provider

NAICS

Electric Power Generation, Transmission and Distribution (2211)

SIC

Electric Services (4911)

akta.pro primary industry

Customer Energy Engagement (In-Home Displays, Portals, Usage Insights) (EUADAFAH)

akta.pro secondary industries

Remote Connect/Disconnect & Service Switch Management (EUADAFAJ), AMI Communications (RF Mesh, PLC, Cellular/NB-IoT, Private LTE) (EUADAFAD), Advanced Metering Infrastructure (AMI) & Smart Metering (EUADAPAB)

Keywords

• Retail electricity provider
• Residential energy plans
• Fixed-rate electricity
• Renewable energy plans
• Commercial electricity supply

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Residential Electricity Supply: Amigo Energy generates revenue by selling electricity to residential customers in Texas. Customers pay for electricity consumption measured in kilowatt-hours (kWh) based on their selected plan (fixed-rate, variable-rate, or time-of-use). Revenue is recurring based on monthly consumption.
2. Commercial Electricity Supply: Revenue from serving business/commercial electricity customers with tailored energy plans for organizations of various sizes.
3. Green Energy Add-ons: Additional monthly charges for renewable energy certificates (RECs) that offset electricity usage, including 100% Green Nights Free Plan and 100% Green Energy Add-On.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

Amigo Energy is a Texas-based Retail Electric Provider (REP) that sells electricity supply to residential and commercial customers in Texas's deregulated energy markets under the Fulcrum Retail Energy, LLC legal entity. Its core offering is electricity supply delivered through fixed-rate, variable-rate, and time-of-use plans (including free-night/free-weekend variants and renewable energy options), with enrollment available by phone, online, mobile app, or via the PUCT's PowertoChoose marketplace, while delivery is handled by partner TDSPs such as Oncor, CenterPoint, AEP Texas, and TNMP.

Product overview

Amigo Energy is a Texas-based retail electric provider (REP) operating in the state's deregulated energy market. The company offers a portfolio of residential and commercial electricity plans centered around fixed-rate and time-of-use options. Core products include fixed-rate plans (Truly Fixed, Basics, Assurance), free electricity plans (Nights Free, Free Weekends, Simply Days Free), green energy options (Green Energy, JustGreen add-on), and solar plans. The company differentiates through customer perks programs including GoodBundle (subscription discounts and eco-add-ons), Stat Rewards (smart thermostat integration with bill credits), and Refer-A-Friend ($100 per referral). Digital access is provided through the My Amigo web portal and iOS/Android mobile apps. The company also operates a Creator affiliate program for social media influencers. Amigo Energy serves residential, commercial, and industrial customers across multiple Texas cities, with bilingual English/Spanish support. The company is a subsidiary of Just Energy (U.S.) Corp. and holds PUCT License #10081.

Differentiator

Problem solved

Functional benefit

Brands

• GoodBundle: Subscription benefit program offering up to 1¢/kWh off eligible energy plans, 10% off HomeWater filtration systems, waived late payment fees, and carbon offsets.
• Stat Rewards
• Refer-A-Friend
• Bright Minds Scholarship

Products and services

• Truly Fixed Plan Fixed-rate electricity plan offering a consistent kWh price throughout the contract term so residential customers can predict monthly energy bills without rate fluctuations.
• Basics Plan Long-term fixed-rate electricity deal with no monthly fees or base charges, designed for customers seeking multi-year price stability.
• Assurance Plan 24-month fixed-rate electricity plan providing stable rates over a two-year term for residential customers with predictable energy needs.
• Nights Free Plan Electricity plan providing up to 70 hours of free electricity per week during nighttime hours (9 PM to 7 AM), ideal for customers with high overnight usage.
• Green Energy Plan Renewable electricity plan in which Amigo Energy purchases renewable energy at a fixed rate on behalf of customers to support environmental sustainability.
• 12th Month Free Plan Residential electricity plan that applies a bill credit covering total energy charges on the customer's 12th full monthly invoice.
• Fiesta400 Plan Residential electricity plan offering a specific rate and feature package for Texas customers (details disclosed on the product page).
• Mega Saver Plan Competitive-rate residential electricity plan focused on savings for Texas customers.
• Apartment Essentials Plan Residential electricity plan tailored for apartment and rental-property residents with features suited to their usage patterns.
• Summer Saver Plan Residential electricity plan designed to help customers save during high-demand summer months.
• Free Weekends Plan Residential electricity plan offering free electricity during weekend hours for customers with weekend-heavy usage patterns.
• Simply Days Free Plan Residential electricity plan that credits back to the customer's bill all energy charges incurred between 9 AM and 4 PM each day; TDSP delivery charges passed through at cost.
• Recibe Mas Plan Bilingual residential electricity plan with features and benefits designed specifically for Spanish-speaking customers.
• JustGreen Add-on that can be attached to any Amigo Energy electricity plan, allowing customers to pay a low monthly fee for renewable energy certificates that offset their electricity usage.
• Solar Plans Solar electricity plans and options for Texas customers interested in renewable energy generation from solar sources.
• Commercial Electricity Plans Electricity supply plans designed for Texas business and commercial customers of varying sizes, offering tailored energy solutions for organizations.
• Same-Day Electricity Service Service enabling Texas customers with a smart meter who enroll before 12 PM CT to receive electricity service on the same day for move-ins.
• Stat Rewards Rewards program offering a $0.005/kWh discount and a $50 bill credit for customers with approved Amazon or Honeywell smart thermostats who stay active on the Connected Savings platform.
• GoodBundle Subscription-based perks program offering up to 1¢/kWh off eligible energy plans, 10% off HomeWater filtration systems, waived late payment fees, and up to 2,400 lbs of carbon offsets annually.
• Refer-A-Friend Program Referral program offering existing customers a $100 bill credit for each friend who enrolls in a qualifying Amigo Energy plan.

Quantifiable outcome

• Same-day service activation when enrolled before noon CT with smart meter
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Just Energy (U.S.) Corp.coreOthersAmigo Energy is a fully owned subsidiary of Just Energy (U.S.) Corp. Parent company manages Amigo Energy's privacy policies, career applications, and corporate governance. Personal data may be transferred among Just Energy divisions and affiliated companies across Canada, USA, and United Kingdom.
• Houston Community CollegeminorStrategic or Co-development PartnerSpecial electricity rates offered exclusively for Houston Community College students, faculty, and staff through the HCC Friends program. Educational institution partnership providing discounted energy plans to support the campus community.
• Transmission and Distribution Service Providers (TDSPs)coreOthersOperational partnerships with Oncor, CenterPoint, AEP Texas, and TNMP - the utilities that maintain poles, wires, and meters and deliver electricity to customers. TDSPs handle outage reporting, meter reading, and grid maintenance while Amigo Energy handles electricity supply and billing.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Constellation Energy: Large multi-state energy supplier with Texas residential and commercial offerings (via Constellation Home); broader product set and balance sheet but overlapping competitive ground in Texas deregulated markets.
• TXU Energy: Largest incumbent Texas REP serving residential and commercial customers with broad plan portfolios; competes head-to-head with Amigo on PowertoChoose.org and through similar direct-to-consumer digital channels in the same deregulated Texas market.
• Direct Energy: National REP with significant Texas presence offering residential and commercial electricity plans, green options, and smart-thermostat programs (similar to Amigo's Stat Rewards)—competing in the same PowertoChoose marketplace.

Direct peers

• Discount Power: Value-positioned Texas REP serving residential customers with low-rate fixed and variable plans; competes head-to-head with Amigo on price for cost-sensitive Texas households.
• Reliant Energy: Major Texas REP owned by NRG Energy; offers residential fixed, variable, and green plans with same-day/smart-meter enrollment and bilingual support—overlapping directly with Amigo's plan structure, digital enrollment, and Texas-only go-to-market.
• Green Mountain Energy: Texas-focused REP specializing in renewable/green energy plans, directly comparable to Amigo's Green Energy, Green Nights Free, and JustGreen add-on offerings; targets the same environmentally conscious residential segment.
• Payless Power: Texas REP specializing in no-deposit and prepaid electricity plans for residential customers; offers similar ZIP-code-based enrollment and bilingual capabilities in overlapping Texas markets.
• Cirro Energy: Texas residential and small business REP offering fixed-rate and variable plans; competes directly with Amigo in the same deregulated Texas geographies and customer base.
• 4Change Energy: Texas REP branded around charitable giving, competing on the same PowertoChoose marketplace with fixed-rate and green plans; similar size and customer acquisition motion to Amigo.
• Gexa Energy: Texas REP offering residential fixed and variable-rate plans with green options; comparable in scale, target customer, and product structure to Amigo Energy within the same deregulated market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AmigoEnergy
• Xx.com/amigoenergy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amigo Energy