5 ways energy brokers can thrive in deregulated markets

Like most open markets, deregulated energy markets promote customer-choice. Although often referred to as “deregulated,” these open markets are heavily regulated by state public utility commissions, Attorneys General, and consumer watchdog agencies. These regulated markets allow customers to shop from a selection of energy suppliers. This open market competition leads to restructuring and innovating, with many energy supply, contract, rate, and solution packages. Faced with these choices, customers must research and understand the options in order to shop them. By helping customers navigate the market and tailor their energy strategies, brokers can become a trusted energy asset, helping navigate all that deregulated markets have to offer — now and in the future.

Here, we’ll explore what deregulated energy markets mean for brokers, suppliers, and customers. We’ll then look at best practices for brokers in deregulated energy states that will help them offer measurable cost savings and fair energy contracts to those they serve.

In deregulated energy markets, energy brokers are the glue that connects consumers with the right suppliers. In 2025, around half of all states in the U.S. reported having deregulated electricity or natural gas, or both, and more are expected to follow suit. In a changing market, energy consumers have the power to choose their energy supplier, and they have a lot of questions.

Both residential and commercial energy brokers are stepping up to answer these questions, simplifying energy procurement and ensuring their clients receive the best energy prices and contract terms. With energy rates on the rise, homeowners and business owners alike are looking for guidance in efficient, sustainable, and cost-effective energy management. 

The biggest challenge for consumers in a deregulated energy market is confusion, with awareness being a close second. Brokers should be prepared to step in as energy consultants to educate clients, navigate contracts, and lock in the lowest energy costs for both commercial customers and individual homeowners. But how do they do it?

If you are part of an energy brokerage or have your energy broker license, the following practices could help you achieve success in your deregulated energy state:

Currently, about 50% of states have deregulated markets in one of three iterations: choices in electricity markets only, choices in natural gas markets only, or choices in both gas and electricity. The trend has been toward expanding existing in-state electricity choice programs with more states and regions considering the option.

When markets break from local utility-monopolized energy companies, there is a steep learning curve for customers that a knowledgeable and collaborative broker can help flatten. Even in markets where only one utility offers choices, there is still a selection of sources, rates, plans, and product offerings that brokers can advise on and help navigate through your local utility company.

As deregulated markets mature and new ones open, more businesses and consumers are aware they have a choice of energy providers. This creates opportunities for brokers — along with more competition. Beating the other contenders means not only negotiating competitive rates and lowering energy bills, but also understanding what’s driving markets, including legislation and events that could affect future decisions, electricity prices, and power supply. A broker’s ability to knowledgably advise on energy solutions presents an advantage to gain business and referrals.

Maximizing business growth requires marketing your services, regardless of the market. Digital campaigns can be a cost-effective advertising method, and there are plenty of small digital marketing agencies available to start with and learn from. Ensure your message is concise and presents one or two unique benefits or specializations to help you stand out.

Among the forces pushing businesses to adopt renewable energy sources is the desire to present their brands in a positive light. Also, the Securities and Exchange Commission recently proposed a rule that, if adopted, would require more detailed reporting by companies on their clean energy plan which includes total carbon emissions with a reduction strategy. This, along with the increasing push to address climate change and lower energy consumption, has investors, lenders, insurance brokers, and customers becoming more focused on companies making strides with their net-zero programs.

Energy efficiency is a way to decarbonize by using less energy to perform the same task. Energy efficiency comes in many forms, including switching to Energy Star® approved products, to load curtailment during peak demand hours, or upgrading to LED lighting. All of these steps can reduce energy usage, cut energy costs, and give your clients the benefits they seek.

Net-zero decarbonization is predicted to spur investments, infrastructure, and socioeconomic change on par with that fueled by the rise of the Internet. Deregulated markets also offer more sustainable options than utility-monopolized ones. All told, it makes sense to have a solid understanding of the sustainable energy landscape in the markets you serve.

Everyone you contact during your business day is a potential customer or referral. These relevant conversations can build genuinely strong relationships with product suppliers, commercial and residential customers, energy company reps, and power generators.

Seek out and talk to leaders across categories for different perspectives and new opportunities: city officials, merchant banks (acquirers), colleges and school districts, and healthcare administrators. These relationships can offer new perspectives and lead to new business.

In order to be a go-to resource for your clients, you must understand the forces affecting the market and the solutions to endure and leverage them. These may include contract solutions like Block & Index, sustainability solutions like sourcing renewable supply, curtailment programs like demand response, or other behind the meter assets like distributed energy resources. The better you can knowledgably recommend solutions , the more you will become the first call for customers seeking advice on their energy decisions.

In this case, the proof is in the portfolio, and prospective clients want to see that you’ve secured the best rates and competitive pricing for other residential and commercial customers just like them.

The deregulated energy industry is influenced by a variety of factors like legislation, innovation, world events, weather, and the century-old grid infrastructure on which energy is transmitted. By understanding how the industry works and using the right tools to draw energy supply consistently and cost-effectively from it, you bring lifetime value to both you and your customers.

Finding a knowledgeable and collaborative energy supplier in the markets where you do business is the best way to keep up on the latest solutions and relevant news in an ever-evolving energy landscape. When you can assess your customers’ energy needs and suggest strategically tailored solutions, you become more than a broker, you become an energy asset — and that’s something you can market.

NRG Energy is here to provide brokers with solutions and tips to thrive in deregulated customer-choice markets. Learn more about the advantages of working with us.