What is an energy trader in the Free Energy Market?

The Free Energy Market emerged at the end of the 1990s as a trading environment that initially involved high‑voltage consumers, marketers and generators. By complying with the relevant legislation and regulation, agents become qualified to buy and sell electricity in the National Interconnected System (SIN).

As a result, consumers have the opportunity to choose to acquire energy from the supplier they select, negotiating conditions such as the contract period and price, choosing commercial solutions that best align with their needs.

This market between marketers and generators is highly competitive and diversified, which is why increased efficiency and reduced prices are positive factors for society.

In this article we discuss the concept of a marketer in the Free Energy Market. Want to learn more about this topic? Then, keep reading!

What is a marketer in the Free Energy Market?

Generators have expertise in building and operating plants, and the sources have their own characteristics due to fuel and location (they generate more in certain times of the year, for example). Marketers, on the other hand, focus on their commercial activity, with know-how, guided by the particularities of the markets where they operate (some companies operate during business hours, others produce at all hours, with shutdowns only during peak hours between 6 p.m. and 9 p.m.), with energy being a productive input.

And it is as a middle link that marketers create value in the electric system. Authorized by the National Electric Energy Agency (ANEEL) and operating through the Electric Energy Commercialization Chamber (CCEE), the marketers of the Free Energy Market are companies that acquire electricity directly from generators or other marketers to resell to consumers.

By combining the characteristics of different sources, marketers build portfolios that allow customizing products compatible with the specific needs of consumers. Thus, managing the combination of generation curves and performance risk of different generators, the presence of marketers increases market liquidity, benefiting consumers.

Purchasing energy from different sources, the contractual procedures and the relationship with bodies such as the CCEE involve a process that requires knowledge in the regulatory and commercial area. For this reason, marketers, with specialized professionals, can provide solutions that reduce risks and costs to make energy a more predictable element in the budget of end consumers, that is, in companies from different sectors of the economy.

What is the difference between a marketer and a generator?

Generators convert primary sources (such as wind, sun, water) into electricity and generally prefer to sell energy under long‑term contracts to make plant construction viable. Consumers, on the other hand, usually need more flexible contracts tailored to their production characteristics, such as seasonality, operating hours, among others.

The marketer acts as a middle link, selling energy from a portfolio that combines generators or other marketers, with products personalized to consumers' needs.

How to choose the ideal marketer?

The migration of consumers to the Free Trading Environment is a process that can be carried out together with the marketer, evaluating documentation, procedures with the distributor and the most advantageous energy contract. Below are some essential tips to select the best energy supplying company!

Renewable energy

The decision to migrate to the Free Energy Market is an opportunity to actively manage, choose the supplier and save on electricity expenses. If you are willing to hire a marketer, look for a 100% renewable generator company that cares about the environment and business sustainability. By doing so, your business will have an important differentiator in the market.

Budget control

Choose a marketer that allows your company to pay only for what it actually consumes. This helps optimize financial resources and create more value in the company.

Contracts according to needs

The free environment allows negotiating contractual terms according to the company's needs, making it even possible to contract in a way that your energy price does not change during the contract term. Choose a marketer that offers personalized products and ease in energy management, without surprises or headaches when reviewing the monthly budget.

Savings with security

Buy energy through market‑recognized companies, references in reputation, performance and cutting‑edge technologies. As the largest Brazilian renewable generator, Serena offers on its platform the best solutions and value creation for your business.

Simple and digital management

Find a marketer that provides an online solution to handle everything with a few clicks and no complications. Through a platform, you will be able to purchase energy simply, request proposals, receive your digital contract and sign it in a secure virtual environment, without needing prints or authentications.

Purchasing energy through the platform is an opportunity to save natural resources, time and money. The negotiation is fully digital; you only need to register and wait for the marketer's analysis. As soon as it responds to your request, you can proceed with the contract and purchase. Questions can be quickly answered using a chat.

Now you know what a marketer in the Free Energy Market is! This type of company offers several advantages to its clients, such as guaranteed prices and conditions that suit your business needs.

With over 15 years in the market, Serena is a pioneer in wind, solar and digital energy, offering customized solutions for consumers seeking clean and affordable energy. 

Able to provide up to 30% discount on the electricity bill, the contract can be made digitally or with a team of specialists, without bureaucracy and with the choice of the ideal plan for you. 

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