⚡ Why Energy

People often ask, “Why energy?”

It’s a fair question. Of all the industries to build in, why pick one most people never think about—except when the lights go out or the bill comes due?

Our decision wasn’t emotional. It was pragmatic. Energy is a $400 billion consumer market that touches every home and business in the country, yet the experience of buying it is confusing, opaque, and outdated. That disconnect—between how essential it is and how neglected the customer experience remains—is exactly where we like to build.

How We Got Here

I grew up in Houston, the energy capital of the world, and started my career on Wall Street investing in the same industry I now operate in.

My first company, Nutiliti, helped renters split household bills. Through that experience, we heard the same frustration over and over:

“Am I on a bad energy plan?”
“Why was my bill so high?”

People didn’t understand how the system worked, or what they were actually paying for. With dozens of providers and plans, there was no clear way to compare or switch.

I decided to build an energy-choice product that became Gatby—a modern marketplace designed to make buying energy simple, transparent, and fair.

Picking Energy

Energy checked every box we look for: it’s large, essential, and deeply fragmented. Most people don’t realize it’s often the second-largest household expense after rent. Yet the average consumer spends less than five minutes a year thinking about their plan—and overpays because of it.

We saw a chance to fix that by making energy shopping feel familiar and intuitive. Gatby is built to look and feel like Expedia or Kayak—but for energy. We verify providers, simplify pricing, and help consumers switch in minutes.

We also introduced Group Rate, a product that lets thousands of users join a single buying pool so energy providers compete for their business. The lowest bid wins, and everyone saves. It’s a small but powerful idea: use collective scale to deliver individual savings.

Zooming Out

Those early insights gave us conviction, but the long-term thesis runs deeper.

Energy is critical, durable, and universal. It’s not going anywhere, but how it’s bought, managed, and optimized is changing fast. Three trends make now the right time:

1. Massive but underpenetrated. Over 40 million households live in deregulated markets, yet only a fraction actively shop their rate.
2. Technology is reshaping the grid. Solar, EVs, and smart meters are adding complexity that consumers need help navigating.
3. Policy is enabling transparency. Programs like Smart Meter Texas and national data-access rules are creating new ways to automate choice.

The grid is modernizing, but the consumer layer hasn’t caught up. Gatby exists to close that gap—to be the “trusted guide” helping people make smart, informed decisions about their energy.

What Sustains Us

Our motivation goes beyond market opportunity. We care about solving a real, everyday problem.

Every time someone enrolls through Gatby, they save money on something essential. Property managers save hours managing move-ins.

Families get clarity and predictability. Students avoid surprise bills. It’s meaningful work that makes a tangible difference.

Internally, we thrive on complexity. Energy pricing moves with weather, grid conditions, and fuel spreads. Turning that volatility into a simple, reliable product is challenging—but that’s what keeps us engaged. We’re a flat, collaborative team where the best idea wins, and we have fun building in a space most people overlook.

The Road Ahead

We chose energy because it’s big, broken, and ready for change.

Gatby is building the infrastructure that helps consumers, property managers, and businesses manage energy intelligently—starting in Texas and expanding across every deregulated state. Our commercial segment will bring the same transparency and automation we’ve built for households to small and mid-sized businesses that have long been underserved by traditional brokers.

Our mission stays constant: make energy simple, affordable, and transparent for everyone.

At its core, Gatby exists because energy shouldn’t be confusing. It should be as easy as clicking “book now.” That’s why we’re here—and why we’ll keep building for energy for years to come.