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Energy Future Holdings Prepping Launch of 4Change Energy, Website Indicates Emphasis on Charity Affinities
May 18, 2012
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Copyright 2010-
Energy Future Holdings is nearing the launch of its new retail electric brand 4Change Energy.
As first reported by Matters, 4Change Energy was formerly TXU SESCO Energy Services Company, which had not been serving customers.
4Change Energy's website is now online, though several parts do appear to be still under construction. Offers are not available on the website yet (nor on Power to Choose), and accordingly the information below should be considered preliminary, and 4Change Energy's strategy may change before it goes live in the market.
However, as currently constructed, 4Change Energy's website indicates that the brand will be built around charitable affinity programs, under which the company will make a donation, representing a percent of each customer bill, to one of potentially four causes.
Though no specific organizations are listed on the site yet, the site indicates such organizations will be those that are in engaged in: (1) the fight against hunger; (2) cancer prevention and research; (3) disaster relief; (4) preventing and treating terminal illness in children.
Aside from the affinity programs, 4Change's website emphasizes, among other things:
• "Simplified Services (Needed Essentials vs Bells and Whistles)"; and
• "Electricity 2.0 (Online everything)"
In an answer to a Frequently Asked Question, the 4Change website states that the 4Change Auto Pay discount is 0.5 cents per kWh. The discount is already included in the rate quoted upon enrollment, the site states.
Language on the site also suggests that 4Change Energy will offer monthly variable rate products -- a product type eschewed by affiliate TXU Energy.
A Frequently Asked Question on the site informs customers that, "For a variable product, you can find your current rate by logging into your account at www.4ChangeEnergy.com."
The website further states, "We're also about great service, online billing, auto pay, and plenty of choices when it comes to plans. We even offer a plan that's not a plan. (Progressive, right?)"
Although, as noted, there are no specific offerings on the site yet, the description, "a plan that's not a plan," could mean a no-commitment variable product.
A message from 4Change Energy President John Geary on the site explains the company's raison d'etre:
Copyright 2010- "In creating 4Change Energy, we set out to give you more than an electric company. We wanted to create a connection between us and our customers. We wanted to give you service so good, you'd stay for a while. And we wanted to create something different. For us? That means doing something that's good for your wallet and your neighbors. It means shaving every cost, possible, so we can give you low prices, the service you need, and support our communities with a helping hand. You win, your neighbors win, we all win. That's the difference.
"I hope you give us a try. And if you like what you get, tell your family. Tell your friends. Since we don't spend much on marketing, word of mouth makes a difference."
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