Giving commercial and residential energy customers a choice in the rates and options for energy consumption is what CHOICE! Energy Services is all about. Through its CHOICE! Energy Services and Texas Energy Services divisions the company provides consulting and price comparison services to retail customers. CHOICE! Energy Services also provides commodity brokerage and consulting services to energy producers and marketers, utilities, banks, and other corporations. Customers include BP and Morgan Stanley. President and CEO Javier Loya formed CHOICE! Energy in 1994.