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Griddy, lead by CEO Greg Craig, is making a surge in Texas by disrupting the state's outdated electricity plan.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

As the city grows, Houston faces more and more challenges from transportation and infrastructure to gentrification and climate change. Getty Images

As technology and infrastructure evolves, Houston is growing and evolving with it — in both good ways and bad.

On October 30, Gensler hosted its annual Evolution Houston forum that brings together various personalities and industries to discuss the future of the city of Houston. The panelists discussed gentrification, climate change, mobility, smart cities, and so many other hot topics Houstonians hear or think about on a regular basis.

Missed the event? Here are some powerful quotes from the discussion.

“I like to think of Houston as an adolescent city, struggling for its identity.”

Peter Merwin, design principal at Gensler, who adds, "If you look at places like New York, London, Paris — those are all luxury cities. They are fully formed, and a consequence of that is that they become unaffordable. It's something that we have to be careful about in Houston."

“One of the things that has been echoed by many of the artists and many of the poor people over the last few years is, [people] ‘want the culture but they don’t want us.’ It’s very reflective when you go [into the communities.]”

Kam Franklin, activist and singer-songwriter of The Suffers. Franklin described how she would move from the various neighborhoods she's lived in after they've grown in culture. She would see such a huge increase in her rent as people were more willing to pay the premium to live in these newly desirable neighborhoods because of the culture, but its pricing out the original inhabitants. Franklin added, "I'm not going to tell any of y'all where I moved."

“We have to continue to support the diversification of mobility options.”

Abbey Roberson, vice president of planning at the Texas Medical Center. Roberson says transportation is something she particularly focuses on considering how many people filter in and out of the TMC on a daily basis. The medical center wouldn't be able to support the traffic with out various modes of transportation — busses, light rails, etc. Roberson adds that this translates to the rest of the city. "We can't just be doing one thing or the other."

“We’re creating this great culture of trail activation.”

Steve Radom, founder & managing principal at Radom Capital LLC, which developed Heights Mercantile off a bike path and is now building out The MKT, which is also along the same bike path. Radom notes that the city has seen a 300 percent year over year in walkability and a 70 percent increase in bike traffic.

“Climate change is not something the city of Houston can change alone.”

Lara Cottingham, chief of staff & chief sustainability officer at the city of Houston. The city's climate action plan is a result of the devastating floods has seen almost annually. The plan is still being drafted but a version is expected to be released before the end of the year. Every city is facing sustainability challenges, and partnerships are what's going to drive change. "In Houston success means partnership," Cottingham adds.

“How do you talk about a city this big and diverse — every neighborhood has its own identity.”

Jon Nordby, managing director of MassChallenge in Houston, discussed how Houston functions differently from other cities in that it its various neighborhoods — the Heights, Montrose, downtown — are different from each other.