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First Choice Power was the retail electricity arm of Texas-New Mexico Power (TNMP), one of the five Transmission & Distribution Service Providers in the state of Texas. In 2001, they spun off from TNMP to focus solely on retail electricity service. In 2011 they were purchased by Direct Energy.

Direct Energy is the largest competitive retailer of energy and related services in North America. With operations across Canada, Texas and the north-eastern United States, Direct Energy delivers $8 billion of energy and related services to over five million residential and commercial customers. They operate generation assets, as well as retail electricity services in multiple states across the US.

Direct Energy is a member of Centrica, group of companies provides energy and other services with more than 32 million customer relationships.