Electricity Prices in Deregulated Energy Markets

ElectricityRates.com's marketing and tech lead on why bills are hard to predict in deregulated energy markets, what drives demand and why stability counts.

About this episode

Energy bills have become a source of frustration for many people. They arrive once a month, often higher than expected, with little explanation for what’s driving the increase.

At the same time, headlines point to artificial intelligence, electric vehicles, and a power grid under growing strain, but often fail to explain how these forces are connected or what consumers can actually do about them.

Adam Cain works at that intersection. He’s a marketing and technology leader at ElectricityRates.com, a consumer platform built by Power Target, a technology company that helps people navigate energy choices in deregulated markets.

In this conversation, we talk about why energy pricing has become so confusing, how decades-old infrastructure collided with new forms of demand, and why stability (not just lower prices) is becoming the thing people value most.

Interview with Adam

Dunya Jovanovic: You came to the energy sector after nearly two decades in marketing and technology. What initially drew you to this space?
Adam Cain: What stood out to me was how essential energy is to everyday life and how little people understand about it. Everyone pays an energy bill, but very few people can explain what they’re paying for or why their costs change. Coming from marketing and tech, I saw an industry that was incredibly important, highly complex, and badly in need of clearer communication. That combination was compelling.

DJ: How has your role evolved as the energy industry itself has shifted?
AC: Over time, the role has become much more focused on education and trust. We’re seeing a significant amount of misinformation, or at least undereducation, around how energy bills work and what consumers can realistically control. As the cost of living has risen, energy has become more visible — people notice it more, they question it more, and they want explanations that feel grounded and credible.

DJ: How do you define the space your company occupies within the broader energy market?
AC: We think of ourselves as a neutral intermediary. Like people use platforms like Kayak or TripAdvisor to understand travel options, we help consumers unpack energy choices in a way that feels accessible. Energy deregulation was meant to create competition, but it also created confusion. Our role is to slow that process down and help people understand what’s actually being offered.

DJ: Why has deregulation led to so much confusion for consumers?
AC: The idea behind deregulation was sound — competition should lower prices. But the reality is that energy contracts are complicated, and for a long time, the industry relied on aggressive sales tactics. Door-to-door sales and unclear plan structures left many people unsure of what they had agreed to. Without education, choice can feel overwhelming rather than empowering.

DJ: For people who don’t follow energy policy closely, what’s most important to understand right now?
AC: The biggest thing is that the energy system we rely on was built for a completely different era. The grid was designed decades ago, when energy demand was far simpler. Today, we’re electrifying everything (vehicles, heating systems, data infrastructure), and that places enormous strain on systems that weren’t built for it.

DJ: What’s driving the unpredictability consumers are seeing in their bills?
AC: A large part of it comes down to infrastructure investment. Utilities are being forced to modernize the grid to maintain reliability, and those costs don’t disappear. They eventually show up on consumer bills. A common misconception is that recent political events are the primary cause, but this has been building for a long time. We’re seeing the consequences now.

DJ: How do you think about operating in a market that changes month to month?
AC: Stability is key. One of the most valuable things we can offer consumers is predictability through fixed-rate plans. Even if someone doesn’t save dramatically upfront, knowing their rate won’t change for a year or two brings peace of mind. Beyond that, consumers increasingly want control, not just over price, but over usage.

DJ: Has consumer behavior surprised you in any way?
AC: Yes. When we started, people were almost entirely price-driven. If they could save immediately, they switched. If not, they waited. Today, we see people prioritize certainty and trust. There’s a real desire to avoid surprises, especially in an economy that feels volatile in so many other ways.

DJ: Making energy understandable is no small task. What approaches have actually worked?
AC: Translating complexity into plain language. We spend a lot of time breaking down regulatory filings and market mechanisms. For example, regional energy auctions, and why they matter. Most people don’t need every technical detail. They want to know what’s driving their bill and what it means for them.

DJ: There’s been a lot of discussion about AI data centers and energy demand. How should consumers think about that?
AC: AI is certainly contributing to increased demand, but it’s often framed too narrowly. It becomes a convenient villain in headlines. The reality is that this demand is colliding with decades of delayed infrastructure investment. AI didn’t create the problem on its own; it accelerated existing pressures.

DJ: Where do you see reasons for optimism?
AC: Consumers are far more informed and engaged than they used to be. People are asking questions, talking to their representatives, and demanding transparency. That pressure is leading to better conversations around policy and accountability. It’s a chaotic moment, but it’s also one that creates space for meaningful change.

DJ: What should consumers do when they open a bill that’s higher than expected?
AC: The first step is to understand the options available in their area. In deregulated markets, that may mean comparing suppliers or locking in a fixed rate. In other regions, solutions like community solar or energy-efficiency tools can still make a real difference. The key is realizing that while not everything is controllable, some things are.

 

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