Energy Broker vs Going Direct to a Supplier in Ohio

The short answer

You can buy electricity directly from a PUCO-certified supplier, or have a broker/consultant collect and compare offers from many suppliers. Going direct can work for a single small account with a simple load. A broker adds the most value when you have multiple sites, mixed utility territories, larger or peaky loads, contract complexity, or no time to watch renewal dates. Either way, the broker's compensation should be disclosed in writing.

Side-by-side

	Direct to a supplier	Through a broker/consultant
Number of prices you see	One supplier's (or a few if you call around)	Many suppliers at once, normalized
Who reads the contract	You	Broker flags terms; you still sign
Cost	Supplier margin built into price	Supplier margin plus broker fee (usually embedded in ¢/kWh) or a direct consulting fee
Time required	You manage outreach and renewals	Broker manages outreach and renewal calendar
Accountability	Supplier's customer service	Broker, plus supplier
Licensing	Supplier must be PUCO-certified	Broker must also be PUCO-certified

Decision table by situation

Your situation	Usually best
One small account, simple hours, already in a community aggregation program	Compare the aggregation price with a few direct offers; a broker is optional
One account, 100,000–700,000 kWh a year	Either — a broker helps if you want several normalized quotes quickly
Several sites or more than one utility territory	Broker or consultant, to align end dates and normalize pricing
Mercantile (over 700,000 kWh a year) or peaky/interval-priced load	Broker or consultant with interval-data analysis
Public entity or nonprofit with procurement rules	Consultant familiar with bid requirements

How to keep either route honest

1. Check certification. Ohio requires suppliers, brokers and aggregators serving Ohio customers to be certified by PUCO. Ask for the certificate number and look it up on PUCO's list of certified companies.
2. Compare on the same basis. Same term, same start date, same capacity treatment, same bandwidth.
3. Get the fee in writing. Ask for broker compensation in ¢/kWh and total dollars for the term — see how broker fees work.
4. Benchmark the default. Every offer should beat your utility's price to compare on your usage, or have a clear reason not to.

FAQ

Is it cheaper to go directly to an electricity supplier?

Not necessarily. Direct pricing avoids a broker fee, but a broker's competition across many suppliers can produce a lower net price, especially for larger or multi-site accounts. Compare net prices with fees disclosed.

Do energy brokers in Ohio need a license?

Yes. Ohio law requires power brokers and aggregators to be certified by PUCO before serving Ohio customers; certificates last two years.

Who pays the energy broker?

Usually the supplier, through a small adder built into your ¢/kWh price; some consultants charge the customer a flat fee instead. Either way it should be disclosed.

Can I use a broker for some sites and go direct for others?

Yes, but aligning end dates across all sites usually produces better pricing and less renewal risk.