Just Energy is one of North America's largest energy retailers, headquartered in Houston, Texas, with customers across the U.S. and Canada — including Alberta, where it operates as Just Energy Alberta L.P. It doesn't publish its Alberta rates openly: you have to enter your address in its enrollment portal to see a price. So that's exactly what we did — quoted a Whitecourt residence in July 2026 and cross-checked the details against Just Energy's filing with the Alberta Utilities Consumer Advocate. Here's the verified side-by-side.
| Feature | 🔥 Bright Fire | Just Energy |
|---|---|---|
| Rates Published On Their Website | Yes — all rates public | No — quote flow only (enter your address in their enrollment portal) |
| 1-Year Fixed Electricity | 9.29¢/kWh | 7.69¢/kWh |
| 2 & 3-Year Fixed Electricity | 9.29¢ / 10.09¢ | 8.69¢ / 9.79¢ |
| Variable / Floating Electricity | Spot + 0.85¢/kWh | Not offered — fixed-rate only |
| Fixed Natural Gas | $4.39/GJ (1-3 yr) | $4.89 (1yr) / $5.79 (2yr) / $6.69 (3yr) per GJ |
| Electricity Cancellation Fee | $0 - All plans | $100 early termination fee on every plan |
| Admin Fee | $9.99/mo | $6.90/mo (per their UCA filing) |
| Green Options | 35¢/kWh SMART Solar buyback | JustGreen offset plans — +1.5¢/kWh elec / +$1.25/GJ gas over standard rates |
| Ownership | Locally owned (Whitecourt, AB) | Headquartered in Houston, Texas (U.S.) |
| Community Impact | 10% of profits to AB communities | Corporate charitable programs |
| Switch Time | ~4 minutes online | Online enrollment (credit requirements per their UCA filing) |
Fair is fair: Just Energy's fixed electricity rates beat ours at every matching term (7.69¢ vs 9.29¢ on a 1-year plan) and their admin fee is lower. Where Bright Fire wins is everything around the electricity rate: cheaper gas at every term, $0 exit fees from day one, a variable option, a 35¢/kWh solar buyback, and rates you can see without handing over your address. Run your own usage numbers before choosing either of us.
*Just Energy figures quoted July 2026 from their online enrollment portal for a Whitecourt residence (T7S 1B2 — FortisAlberta electricity, ATCO North natural gas); admin fee and enrollment terms per their filing with the Alberta Utilities Consumer Advocate (ucahelps.alberta.ca). Rates may change. Bright Fire rates as of July 2026.
Just Energy doesn't publish Alberta rates on its marketing site — you have to enter your address in their enrollment portal to see a quote. These numbers are from that portal, quoted for a Whitecourt residence (postal code T7S 1B2) in July 2026: electricity plans for FortisAlberta territory and natural gas plans for ATCO North. Admin fee and enrollment details come from Just Energy's filing with the Alberta Utilities Consumer Advocate (UCA), the provincial government's rate registry. We re-verify every number on this page twice a month.
On fixed electricity, yes — their 12-month rate was 7.69¢/kWh vs our 9.29¢/kWh when we checked in July 2026, and their admin fee is lower too ($6.90/mo per their UCA filing vs our $9.99/mo). But the full picture matters: their natural gas is more expensive at every term ($4.89-$6.69/GJ vs our $4.39/GJ), every plan carries a $100 early termination fee, and they offer no variable-rate option and no solar buyback. With Bright Fire you get published rates, $0 cancellation fees on all electricity plans, a variable option, and a 35¢/kWh solar buyback. Run your own usage numbers before choosing either of us.
No. Your electricity and gas are delivered by your local utility (like EPCOR, ENMAX, ATCO, or Fortis), not your retailer. Switching retailers has zero impact on delivery. Your lights stay on the entire time.
Yes, you can always switch retailers in Alberta. Note that every Just Energy Alberta plan lists a $100 early termination fee (their UCA filing indicates it applies in the first year and is waived if you cancel by phoning them directly). With Bright Fire, all electricity plans have $0 cancellation fees from day one, so you can leave whenever you want.
Join Albertans who chose honest energy from a local provider. Switch online in about 4 minutes.
Enroll NowOr call: (780) 779-7188