Power Player

Electricity startup puts its Houston customers on the grid

Griddy, lead by CEO Greg Craig, is making a surge in Texas by disrupting the state's outdated electricity plan. Courtesy of Griddy

In 2015, Greg Craig looked into Texas' wholesale energy industry and a light bulb went on over his head. He realized that the way consumers were delivered power was opaque and misleading. The electricity industry is one of the few areas that the tech boom hasn't yet infiltrated. That is, until Griddy came along, launching in Houston in the spring of 2017.

"Technology has changed and bettered everything in life," says Craig, Griddy CEO and co-founder, who compares Griddy to likes of Amazon, Uber, and Costco. "Our thesis was, 'what if we could build a tech platform that would connect the home directly to the grid?'"

Instead of profiting off hidden fees and fixed prices, Griddy provides customers wholesale electricity prices and promises to be open, honest, and transparent. Rather than charging inflated rates, the company only makes a profit from the $9.99 monthly membership fees. Everything else is at cost — no margins, hidden fees, or break fees. This all translates to savings of up to 30 percent, says Craig, who co-founded Griddy with executive chairman, Nick Bain.

Electricity of the future
Griddy customers are connected directly to their smart meter which records electricity use and communicates this information to the home owner's electricity supplier

Customers can download and use the Griddy app and get a by-the-second update of the wholesale price so that they know when the price spikes and it's time to turn off unnecessary energy suckers. The app also offers 36-hour forecast to give consumers an idea of what the wholesale price will be at a specific time.

The mobile aspect of Griddy is a large draw as consumers increasingly use their phones and do everything online or in-app. From the transparent prices to the mobile app, Griddy's features have been well received by millennials, a generation drawn to companies that stand out and are committed to strong corporate values that put the customer first and offer low prices.

This month, Griddy launched a new app, Griddy Guest, that allows non-members a chance to test the benefits of Griddy before becoming a member. "We understand people may be a little cautious of switching to a new type of energy provider so we created Griddy Guest to allow people to access the perks and track their potential savings before completely switching over to becoming a Griddy member," says Craig.

Consumers can use the app for free, view the current wholesale price of electricity and projected prices using your zip code, and receive an estimate of savings from using Griddy in comparison to the average rate for their location, house type, and weather zone.

"We're trying to be disruptive and innovative and do things no one's ever done," Craig tells InnovationMap. "No one's ever done 'we'll tell you exactly what we make,' no one's ever done 'here's real time wholesale,' no one's ever provided mobile app information like this by the second, and now no one's ever done 'be our guest, be our guest, put our service to the test', and now we've done it."

What's next?
Griddy, which is only in Texas, is continuing to spread into deregulated markets with sights set on the East Coast in the first half of 2019, to be closely followed by an international move to the United Kingdom, Australia, and Japan. The company is also pursuing machine-learning artificial intelligence to handle optimal time for power use, a technology that would automatically adjust power use for consumers during price spikes. This type of feature would be connected directly to households, closely monitoring the price of electricity to save consumers even more money.

Overall, Griddy has made a large footprint with its launch in Texas and is currently in 39 different cities within the state. The company hopes to continue to turn consumers to wholesale electricity over traditional overpriced fixed energy plans to disrupt the industry and save individuals money.

Feel the surge

Griddy users can enable push notifications that alert them of surge pricing so they can turn off any large appliances to avoid excess charges.

It's not easy being green

Texas again ranks poorly for its energy efficiency

Texas has been deemed inefficient when it comes to energy. Photo courtesy of Thomas Miller/Breitling Energy

Despite some growth in the industry's regional job market, Texas fails to rise through the ranks of a national report on energy efficiency.

For the second year in a row, the Lone Star State has made the list of the states with the worst energy efficiency, according to a report for personal finance website, WalletHub. Last year, the state ranked No. 42 in the country; however, this year's study had Texas at No. 41 of the 48 states evaluated. Hawaii and Alaska were left out due to data restrictions.

The report, which was released just in time for National Energy Awareness Month, looked at consumer usage of home electricity, as well as oil and fuel for cars and trucks. According to the report, a United States family will spend around $2,000 annually on utilities — and heating and cooling makes up about half of that bill. On average in 2018, consumers spent another $2,109 on oil and fuel for their vehicles.

Adopting energy-efficient tools and practices could help reduce consumer cost by 25 percent for utilities and around $638 on the roads. Texas has seen a growth in the job market for positions relating to energy efficiency, according to a recent report. The number of energy-efficiency-oriented jobs across Texas rose by 5.3 percent last year to 162,816, according to the report, and energy-efficiency workers account for 17 percent of all energy workers in Texas, the report says.

Texas, with its hot climate and underdeveloped public transportation systems, scored only 36.48 total points on the WalletHub report, which is up slightly from last year's 33.34 points. The state ranked No. 36 on home energy efficiency and No. 45 for auto energy efficiency.

Texans drove over 270 billion miles last year and used over 20 billion gallons of gas, the second worst and worst rankings, respectively, among the states considered for this study.

While maybe the state isn't rising on this list of consumer energy efficiency yet, the state has seen great economic growth specifically in the wind energy industry. The American Wind Energy Association's annual report for 2018 shows the wind energy sector employs between 25,000 and 26,000 people in Houston and elsewhere in Texas, up from 24,000 to 25,000 in 2017, with the total investment in Texas wind energy projects sitting at a whopping $46.5 billion. More than one-fifth of wind energy jobs in the U.S. are located in Texas.

"Houston is actively working to grow this sector, so we hope people will seriously think of Houston when they think of renewables in this new era of energy," Davenport says at an April 9 news conference in Houston where the American Wind Energy Association released its 2018 state-of-the-industry report.