Lubbock enters new era of electricity choice following historic decision

In a historic move, Lubbock’s municipally owned utility, Lubbock Power & Light (LP&L), transitioned its system to the Electric Reliability Council of Texas (ERCOT) last year. The accomplishment constituted the largest migration of electrical load in Texas. Lubbock also made history as the first municipal utility to give its residents the freedom to choose who they buy their electricity from and to select an electricity plan that fits their lifestyle and needs.

At Reliant, we commend the decision by the leaders and people of Lubbock to usher in a new era of electricity choice. By welcoming a competitive energy market, we’re putting power of choice and energy innovation into the hands of consumers. This model empowers homeowners, renters and businesses to compare and shop for electricity just like they do for cell phones, credit cards or internet plans. When providers compete, consumers win.

At Reliant, we know that people expect the same level of choice and customization with their electricity provider as they do with other products and services. Benefits of competition include the power to choose a provider, personalized plans, competitive pricing, tools to monitor and manage electricity usage and production, and renewable electricity options to fully harness the power produced predominantly in the Texas South Plains region. What’s more, a 2021 report by the Electric Power Supply Association found competitive markets provide consumers with benefits in increased efficiency, innovations and emission reductions.

Years in the making

LP&L has long said it would open Lubbock to a competitive retail electric market once its system was fully connected to the ERCOT grid, which serves 90% of the state’s electric load. In January 2024, Lubbock officially opened to competition and consumers began choosing new electricity providers during a 90-day shopping window. The Lubbock community showed keen interest and excitement about the transition, with thousands attending the city’s shopping fairs, comparing providers and plans, asking questions and utilizing their power to choose. Two-thirds of customers selected an electricity provider during the shopping window and the remaining one-third can choose now that the market is fully competitive.

LP&L can now focus on what they do best and solely serve as a transmission and distribution service provider (TDSP). This allows retail electricity providers (REPs) like Reliant to introduce Lubbockites to convenient access to 24x7 customer service, an award-winning mobile app and digital experience, helpful billing and payment options, and electricity offers that meet their unique lifestyles.

Helping Lubbockites navigate choice

Texans have unique interests, and one size does not fit all when it comes to electricity choice. Consumers want the option to choose plans and electricity providers that are right for them, aligning with their values, preferences and priorities.

As we’ve seen over the last few months, Lubbock residents have taken the decision-making process seriously, asking smart questions and doing their due diligence to identify the provider and plan best suited to their lifestyle. During the shopping window, Reliant held numerous open information sessions and briefings to educate consumers on the process and provided support for sign-ups at convenient retail locations around town – all to ensure Lubbockites were armed with the knowledge to make informed decisions regarding the significant change.

Committed to being part of the Lubbock community

We know Lubbock residents take great pride in their city, and that proved true as many appreciated Reliant taking early steps dating back to 2017 to become ingrained in the community. Reliant has been an active supporter of numerous local nonprofits for years, is a member of the Lubbock Chamber of Commerce and a proud partner of Texas Tech Athletics and the Texas Tech Alumni Association. Demonstrating a genuine commitment to the communities we serve is just one reason Reliant has been trusted to power millions of Texans for decades. And now, we’re thrilled to do the same in Lubbock.

With electricity choice, Lubbockites are empowered to make the best decision for their family and business needs. It is an exciting time for Lubbock residents. In this new era of choice, the people have the power.

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^{Reliant has proudly powered millions of customers across our home state for decades. We're the electricity provider Texans trust.}