Guide: how to choose the best energy retailer for your company?

Reducing operational costs and optimizing electricity consumption are priorities for companies seeking competitiveness in today's market. In the Free Energy Market, selecting a qualified energy trader can represent savings of up to 30% on the electricity bill, in addition to providing greater budget predictability and access to renewable sources.​

According to the OECD (Organization for Economic Cooperation and Development), Brazil has the electricity bill that weighs most heavily proportionally on the household and business budget among 34 analyzed countries. This reality stems from the high tax burden and subsidies embedded in electricity tariffs, which represent approximately 40% of the final value – a disproportionate percentage to the average Brazilian income profile. For companies, this scenario makes strategic energy management a crucial competitive differential.​

Facing more than 124 registered retail agents at CCEE (Electric Energy Commercialization Chamber), how to identify the ideal partner for your business's specific needs? In this complete guide, you will find all the necessary information to make this strategic decision safely and maximize the benefits of migrating to the Free Energy Market.​

What is an energy trader and how does it operate?

Electric energy traders are companies authorized by ANEEL (National Electric Energy Agency) and registered with CCEE to act as intermediaries in energy supply. Unlike traditional distributors, which operate in the captive market with regulated tariffs, traders operate exclusively in the Free Contracting Environment (ACL), connecting generators, other traders, and free or special consumers.

The Free Energy Market currently accounts for 43% of all electricity consumed in Brazil, with over 85,000 active consumer units. Traders play a central role in this ecosystem, being companies specialized in managing energy purchases for the final consumer, offering customized plans and services according to each client's specific needs.

Purchasing energy from various sources, managing contracts, and interacting with bodies such as CCEE are complex processes that require deep knowledge in the regulatory and commercial areas. For this reason, energy traders play a strategic role in acquiring energy in the Free Market, helping to minimize costs and making them more predictable and competitive.​

Main functions of the trader

Although each energy trader has its own processes, they all share a common goal: to enable the purchase of the best energy according to each client's demands. To achieve this, they perform:​

Profile and Feasibility Analysis

They understand each client's consumption profile and conduct detailed studies to identify the best supply strategies, considering consumption history, seasonality, and growth projections.​

Strategic Contract Management

They structure short-, medium-, or long-term contracts, with flexibility clauses that adapt to the operational needs of each company.​

Continuous Market Monitoring

They constantly monitor regulatory changes, prices, and supply and demand conditions in the electricity market, ensuring clients take advantage of the best opportunities through energy trading.

Representation at CCEE

They mediate all responsibilities and simplify bureaucracies related to the Electric Energy Commercialization Chamber, serving as essential support during all stages of joining the free environment.

With teams of specialized professionals, traders make the migration to the Free Energy Market safer and more advantageous, transforming regulatory complexity into real opportunities for savings and sustainability.

Differences between trader, generator, and distributor

To fully understand the trader's role and make informed decisions about your energy management, it is essential to distinguish it from other agents in the electricity sector:​

Generators

They are companies that produce electric energy from renewable sources (solar, wind, hydroelectric, biomass) or non-renewable sources (thermoelectric, nuclear). They transform natural resources into electricity and act as primary suppliers in the energy market. They own plants and their own generation infrastructure.​

Distributors

Responsible for the physical infrastructure of transmission and distribution, delivering energy to consumer units in the Captive Market, where they act as monopolistic suppliers in their concession areas. Even when you migrate to the Free Market, the distributor remains responsible for the physical grid that brings energy to your company, charging the TUSD (Distribution System Use Tariff).​

Traders

Specialized in buying and selling energy in the Free Market, they negotiate energy volumes with various generating sources and offer customized commercial conditions to final consumers, without owning generation or distribution assets. They function as strategic consultancies that connect you to the best market opportunities.

This structure allows traders to offer market liquidity, differentiated products, and flexible contract conditions, adapted to each client's consumption profile. Unlike distributors that offer standardized and regulated tariffs, traders negotiate freely, creating a competitive environment that results in significant savings for the free consumer.

Criteria for choosing the best trader

When searching for an energy trader, it is important to consider strategic criteria to ensure the best option. The ideal decision will depend on your business's needs, so before choosing, outline your objectives and consider the following points:​

Analysis of Your Company's Consumption Profile

First of all, to understand the feasibility of entering the Free Energy Market, it is essential to know and analyze your business's energy consumption profile. Through a recent distributor bill, identify:​

• Contracted demand: To qualify for the Free Market, the contracted demand must be equal to or greater than 30 kW;

• Tariff modality: Green, blue, or hourly, which influences the contracting strategy in the Free Market;

• Voltage level: Group A companies (high voltage) are eligible for migration;

• Consumption history: Analysis of 12 to 24 months to identify patterns, seasonality, and trends for precise energy consumption calculation;

• Energy distributor and ICMS tax rate: Essential information for precise calculation of potential savings.

With this data in hand, it will be easier to make an accurate comparison between Captive Market and Free Market costs to understand how much you would save in this migration, as well as where your company currently stands regarding energy contracting.​

History and Market Reputation

Look for energy traders with a good track record and solid market reputation to ensure security and quality of service. The trader's experience and solidity are crucial indicators of reliability. Consider:​

• Time in the market: traders with over 10 years of operation tend to have more mature processes and in-depth knowledge of regulatory dynamics. Serena, for example, was founded in 2008 and has been operating for over 15 years in the sector, being a pioneer in wind, solar, and digital energy​;

• Client portfolio: check out success cases and served clients. Serena serves thousands of clients, including global brands;

• Generation capacity: companies with their own assets demonstrate financial and operational solidity. Serena is one of the largest wind and solar energy generators in the Americas​;

• Regulatory regularity: verify if the company maintains all authorizations with ANEEL and CCEE updated.

This can be done through online research, consultations with regulatory and consumer protection bodies, as well as direct conversations with other clients of the trader.

Transparency in Tariffs and Costs

When comparing tariffs and costs, consider not only the price, but also the services included and the quality of customer service. Prefer companies transparent regarding tariffs, costs, and other information, and make sure to understand all costs involved, including extra fees and charges.​

Reliable traders operate with total clarity regarding pricing structure and contractual conditions:​

• Complete detailing: clear breakdown of energy price, sector charges, taxes, and possible management fees.

• Absence of hidden charges: all extra tariffs must be informed in advance.​

• Adjustment clauses: transparent definition of indices and periodicity for price revision.​

• Flexibility conditions: tolerated percentages of consumption variation and adjustment mechanisms according to operational changes.

Serena's billing model is simple, intuitive, and transparent, ensuring you have total visibility over your energy costs and can plan your investments safely.​

Why choose Serena as your trader?

With over 15 years of experience in the electricity market, Serena has established itself as a benchmark in 100% renewable energy supply, making access to solar and wind energy accessible to everyone – from large global companies seeking sustainable profitability to small and medium-sized enterprises looking for savings and environmental commitment.​

• 100% Clean and Certified Energy: Exclusive portfolio of solar and wind sources, with I-REC Certificates and Carbon Credits available​

• Savings of up to 30%: Proven reduction in the monthly electricity bill with a transparent cost structure and competitive commercial conditions

• 100% Digital Contracting: Simplified online process or support from specialists to choose the ideal plan​

• Total Transparency: Simple and intuitive billing model, with no hidden fees or unpleasant surprises

• Tailored Plans: Customized solutions adapted to each company's consumption profile, budget, and sustainability goals

• Proven Solidity: One of the largest renewable energy generators in the Americas, backed by global investors like GIC and Actis​

• Large Clients: Serves companies such as Cargill, Heineken, and Bayer, demonstrating excellence in complex portfolio management​

Calculate your savings potential with Serena

The choice of the ideal energy trader is a strategic decision that directly impacts your business's competitiveness, financial sustainability, and environmental commitment. By considering the criteria presented in this guide – consumption profile analysis, market history, contractual transparency, diversity of energy sources, and quality of support – your company will be prepared to make a safe and profitable migration to the Free Energy Market.​

A pioneer in wind, solar, and digital energy, Serena offers customized solutions for consumers seeking clean and accessible energy, with resource optimization and energy efficiency. Join Serena's network of prosperity and transform your company's energy management into a sustainable competitive advantage.​

Calculate right now how much your company can save!