Using a broker vs going directly to a retailer: What’s better?

Quick summary

Going direct to an energy retailer might seem like a way to save money by cutting out the broker. But it also means you only see that retailer’s offer.

An energy broker creates competition by comparing offers across multiple retailers. That competition can help businesses secure more competitive pricing without having to negotiate or shop around themselves.

And the savings can add up. Between May and July 2026, Zembl helped large businesses secure $1.86 million in energy savings^.

Key takeaways

• Going direct gives you one retailer’s offer. A broker compares offers across multiple retailers, creating competition for your business.

• At Zembl, there are no hidden fees. We generally receive an acquisition fee from the retailer for small business customers, and agree service fees upfront for large businesses. This fee is consistent across all retailers on our panel, so it doesn't influence which offer we recommend.

• Competition matters. When retailers know they’re competing for your business, they have more reason to put forward competitive pricing.

• A good broker does more than compare prices. For large businesses, Zembl analyses energy usage, takes requirements to market, reviews competitive offers, and manages the process on your behalf.

Plenty of businesses assume contacting an energy retailer directly cuts out the middle step and gets them a better price.

It sounds logical. Deal directly with the supplier, remove the energy broker, and surely there’s less cost in the equation.

But commercial energy procurement isn’t quite that simple.

Going direct to a retailer and using an energy broker are two different ways of approaching the market. The real difference isn’t simply who makes the phone call. It’s how many retailers you engage, how pricing is tested, how offers are compared, and who manages the process.

For large businesses with significant energy requirements, those differences are crucial.

What happens when you go directly to an energy retailer?

Going directly to a retailer means managing the procurement process yourself.

You contact a retailer, provide the information they need, and ask them to give you their energy rates and terms for your next contract. The retailer then comes back with an offer based on factors such as your energy consumption, location, contract requirements, and current market conditions.

If you’re happy with the offer, you can accept it.

If you want to know how competitive it is, that’s where more work begins.

One retailer can tell you what they are prepared to offer. They can’t give you a complete view of what other retailers may be willing to put forward.

To properly compare the market yourself, you need to approach multiple retailers, provide the relevant information to each, collect their offers, and compare the details.

For a large business, that comparison can go well beyond looking at a single headline rate.

Does going directly to a retailer mean you’ll get a better energy rate?

Not necessarily.

There isn’t a universal rule that says buying directly from an energy retailer will result in a lower price than using an energy broker.

Commercial energy pricing can be influenced by your consumption profile, location, contract length, timing, wholesale market conditions, and a retailer’s appetite for your particular energy load.

It also means two businesses looking for energy contracts at different times, or even at the same time, may receive different pricing.

So the more useful question isn’t simply, “Can I get a good rate by going direct?”

It’s, “How do I know whether the offer I’ve received is competitive?”

That requires a detailed comparison.

What does an energy broker do differently?

An energy broker manages the market comparison on your behalf.

At Zembl, the process starts with a Letter of Authority, or LOA. This gives Zembl permission to speak with your current energy retailer about information such as your consumption, pricing, and contract end date.

From there, Zembl can take your business to market through an obligation-free tender.

Rather than asking one retailer for one offer, Zembl Energy Experts approach a panel of energy retailers to secure competitive commercial energy pricing.

The available options are then reviewed and presented to your business. Once you approve an option, Zembl can act on your behalf to help put the new contract in place.

The result is a structured procurement process without anyone in your business having to manage every retailer conversation themselves.

What about broker fees?

It’s reasonable to ask how a broker gets paid and whether that affects the price you receive.

The important thing is transparency.

Before working with any broker, understand how they are remunerated, what services are included, which retailers they work with, and whether there are any costs or commitments your business needs to know about.

The same principle applies to retailer offers. Look beyond the headline number and make sure you understand what you’re agreeing to.

A strong procurement decision is an informed one.

Put competition to work for your business

Zembl lives and breathes energy, so your business doesn’t have to.

Our Energy Experts manage the commercial energy procurement process, approach our panel of retailers, and help you understand your competitive options.

Less legwork for your team. More clarity when it’s time to make a call.

Talk to Zembl about your next commercial energy contract.