First Choice Power

First Choice Power Overview

First Choice Power is one of the original retail electricity providers in Texas, having launched right at the start of deregulation in 2000. Originally based in Irving, the company went through several ownership changes over the years. It was acquired by Direct Energy, which was later purchased by Shell Energy (formerly Shell New Energies). Today, First Choice Power operates as a brand within the Shell Energy family of retail electricity providers.

Despite the corporate shuffles, First Choice Power maintains its own brand identity and continues to serve residential customers across all major deregulated areas of the state.

Plan Options

First Choice Power offers a standard set of residential plans:

• Fixed-rate plans — Lock in a price per kWh for terms typically ranging from 12 to 24 months. These plans come with early termination fees if you cancel before the contract ends.
• Variable-rate plans — Month-to-month pricing that adjusts based on market conditions. No contract, which means flexibility but also price uncertainty.

Some plans include auto-pay discounts where you can shave a small amount off your rate by enrolling in automatic payments. It’s worth checking whether this discount is reflected in the Electricity Facts Label or added separately.

What to Watch For

First Choice Power’s rates tend to fall in the middle of the pack. They’re backed by a major global energy company, which provides stability, but that corporate backing doesn’t always translate to the lowest rates. Smaller, leaner competitors frequently undercut them on price.

The brand has been through enough ownership changes that the customer experience can feel inconsistent. Some customers report smooth service, while others have had frustrating interactions. If you’re comparing First Choice Power to other providers, pay close attention to recent customer reviews rather than older ones, since the service infrastructure has changed hands multiple times.

Always compare the all-in rate on the Electricity Facts Label at the kWh level that matches how much your home draws in a typical month. First Choice Power plans are straightforward, but it’s still important to do an apples-to-apples comparison with other providers.

Service Territory

First Choice Power serves customers across all major deregulated areas of Texas, including Oncor (Dallas-Fort Worth), CenterPoint (Houston), AEP Texas (Corpus Christi, South Texas), and TNMP (various areas throughout the state).