Editorial Standards

How Plainly writes

Plainly is independent research for the person paying a Texas electricity bill. We are not a broker. We do not enroll you. We do not take a referral fee for a plan you choose.

Useful understanding is the point. Traffic for its own sake is not.

EFL average prices on this page are Fact. This page does not quote plan ¢. The labels below still apply wherever we do.

Three labels

Fact. On a document we opened: an Electricity Facts Label, a PUCT table, a statute, a terms-of-service clause. A fact carries the plan, the provider, the TDU, the date, and the version. A ¢ without those does not ship.

Analysis. Arithmetic or comparison from inputs we name. If we turn a monthly delivery charge or a billing-cycle credit into ¢ per kWh, the kWh we divided by is on the page. Analysis is not a new EFL average. An estimate is labeled an estimate.

Plainly judgment. What we would want to know if we were choosing. Judgment is not for sale. We would rather say a structure is a poor fit than hide that behind a ranking.

We keep those three apart. We do not dress judgment as a fact.

Legal names, once, for the specimens we use elsewhere: TXU Energy Retail Company LLC and AP GAS & ELECTRIC (TX), LLC.

What we will not claim yet

• A renewal or holdover ¢. We have opened acquisition EFLs. We have not opened a default-renewal EFL.
• A statewide delivery rate, or a September 1, 2026 all-in TDU ¢ we do not have in a tariff PDF
• One ¢ that mixes Oncor and CenterPoint
• That a 1,000 kWh average price is “the rate” when a billing-cycle credit is what created it
• A provider score that includes renewal pricing
• Homepage chips marked temporary, treated as Plainly’s measured market

We prefer the EFL’s own words for credits: for each billing cycle, not a listing’s paraphrase.

No enroll

There is no “sign up” button on research pages. If you switch providers, you do that with the provider or with Power to Choose. We will not send you through an affiliate checkout.

The next step, when there is one

If the useful next step is to read your own EFL, your bill, or your expiration notice, we will say that. If we cannot tell whether a renewal is a good deal without that notice, we will say that too.

Last reviewed 29 August 2026.