Texas Switcher Insights - January 2026

Early‑year switching patterns remain consistent with prior years and appear seasonal, reinforcing that current switching levels are expected and not indicative of a structural shift. Power to Choose is contributing less to switching, with customers increasingly discovering providers through other channels such as online affiliates, indicating reduced reliance on comparison sites and the importance of broader channel visibility. There are no meaningful shifts in plan types, terms, or features driving switching, which could suggest pricing and positioning matter more than plan innovation in the near term. Key Competitors: Switching to [company] is moderating from its November peak but remains elevated, potentially indicating that while momentum is easing, plan mix shifts toward shorter‑term and flexible options—and changes in promotion visibility—are shaping who continues to switch. Switching to Just and Gexa remains stable, indicating no immediate competitive pressure from these brands. Competitors to Watch: An increase in switching to Frontier in January suggests that aggressive short‑term pricing, combined with sustained PTC and OA visibility, may be a driver of customer movement for this brand. While Companion is not yet visible in switcher data, it’s continued first-page PTC placement, paired with price‑driven short‑term plans and perk‑based differentiation similar to Good Charlie, indicates a potential niche appeal that warrants monitoring.