How an Advisor Locked In Energy Contracts with a Steel Manufacturer Across Four States

TL;DR

Multi-state energy procurement is one of the thornier operating challenges a manufacturer can face, and this engagement shows what it looks like when a trusted advisor and the right energy partner get it right. By pairing Broker Online Exchange's market expertise with tailored, state-specific contracts across Texas, Illinois, Ohio, and Indiana, the customer's technology advisor helped lock in price certainty and long-term budget stability — including the judgment call to strategically extend the Texas timeline around a future solar project. It's a clear picture of what's possible when energy expertise meets an already-trusted advisor relationship.

How a tech advisor and BOX built a multi-state energy strategy

Energy procurement isn't usually the most glamorous topic in a manufacturing boardroom. But for any company running facilities in multiple states, it's one of the most consequential. Different markets, different rules, different risk profiles — and a budget that depends on getting all of it right.

That was exactly the situation the customer found itself in. With plants spread across Texas, Illinois, Ohio, and Indiana, the steel tubing manufacturer needed a coordinated energy strategy that could handle the quirks of each market while delivering predictability across the board.

Here's how the technology advisor and Broker Online Exchange (BOX) made it happen.

The customer: A Midwest-headquartered manufacturer with a national footprint

The customer manufactures steel tubing at facilities scattered across the U.S. For an operation of that size and complexity, energy isn't a back-office line item, it's a strategic lever. Electricity and natural gas contracts directly affect operating costs, financial planning, and the company's ability to invest in long-term initiatives like on-site renewables.

Why the customer turned to a trusted technology partner

The advisor is a technology advisor with a long-standing relationship with the customer. So when the manufacturer realized it needed help wrangling energy contracts across four states, the advisor was the first call, not because they're an energy company, but because they'd already earned the trust.

The advisor then tapped into the AppDirect ecosystem and was connected to the BOX energy team through their AppDirect Channel Manager. The result: an opportunity that arrived at BOX with context, credibility, and clear business requirements already in place.

It's a great example of what happens when a technology advisor expands into energy. The relationship is already there. The trust is already there. The only thing missing is the right energy partner — and that's where BOX comes in.

The challenge: Four states, four sets of rules, one company

The customer needed electricity contracts in three states (Texas, Illinois, and Ohio) and a natural gas contract in a fourth (Indiana). Sounds straightforward on paper. In reality, each market comes with its own structure, regulatory environment, and procurement nuances — meaning a one-size-fits-all approach was off the table from day one.

A few of the complicating factors:

• Different deregulated electricity market structures across each state

• The need to match product structures to the company's risk tolerance and budget goals

• A planned solar array installation at the Texas facility, which required deliberate timeline management

• The goal of establishing price certainty and budget stability across the entire organization at once

In short, this wasn't a transactional deal. It was a strategic one.

The solution: Tailored energy products for each location

BOX partnered with the advisor and the customer to map the right product to each location based on the local market, the company's risk profile, and what was happening operationally at each site. Here's how the four contracts came together.

Illinois and Ohio: Electricity with pass-through pricing

For the Illinois and Ohio plants, BOX recommended capacity and transmission pass-through electricity contracts. This structure locks in the energy supply rate while passing through market-based capacity and transmission charges — a good fit for customers who want pricing transparency on the commodity side and are comfortable with some variability on non-commodity costs.

Texas: Fixed price electricity, with a strategic timeline

In Texas, BOX went with a fixed price electricity product to deliver full cost certainty in the ERCOT market. But there was a twist: the customer is planning a solar array installation at the Texas location in 2026 or 2027, which added operational and contractual considerations to the mix.

Rather than racing to close the deal, BOX deliberately extended the Texas timeline to account for the upcoming solar project and other operational changes within the business — protecting the customer from potential pitfalls rather than rushing to the finish line. It's the kind of judgment call that separates an order-taker from a true advisor.

Indiana: All-in fixed price natural gas

For the Indiana facility, BOX selected an all-in fixed price natural gas product. No variable components, no exposure to market volatility — just one predictable cost line for the facility's natural gas usage.

The timeline: A process built for speed, strategy, and flexibility

For a multi-state energy engagement, speed matters, but so does knowing when not to rush.

With the advisor's preparation and customer context already in place, the BOX team was able to move quickly where the path was clear, evaluating market options, aligning product structures, and helping the customer make informed decisions. Two of the four locations closed in about a week, a third within a month.

The Texas timeline was the clear exception, not a reflection of deal complexity or process friction, but a deliberate strategic choice tied to the facility's planned solar array.

Rather than push for the fastest possible close, BOX adjusted the timeline to better align the contract strategy with the customer’s long-term plans. The result was a process that balanced efficiency with flexibility, helping the customer address immediate energy needs while keeping future priorities in view.

The outcomes: Risk mitigated, budget stabilized, advisor empowered

Through the advisor's facilitation and BOX's energy expertise, the customer secured tailored contracts across all four states—with measurable wins for both the manufacturer and the advisor.

What the customer walked away with:

• 4-year electricity contracts in Ohio and Illinois

• A 2-year fixed price electricity contract in Texas

• A 2-year all-in fixed natural gas contract in Indiana

• Energy price risk mitigated across all four markets

• Long-term budget stability and financial predictability

• A Texas contract thoughtfully structured around the upcoming solar array project

What the advisor walked away with:

• A large deal payout enabled by the full AppDirect ecosystem

• The majority of the deal closed in a matter of weeks despite its size and complexity

• A clear demonstration to Bull Moose Tube that GreenBee can address both technology and energy needs under one roof

• A fast sales cycle, especially compared to the longer timelines typical of telecom and IT deals

Why this deal worked: Seeing the whole picture

If there's one thread running through this engagement, it's this: BOX looked at the whole picture instead of treating each location as a one-off transaction. By offering both electricity and natural gas solutions across multiple states, BOX served the customer as a comprehensive energy partner—not a single-contract vendor.

The Texas situation is the clearest example. The fast move would have been to close as quickly as possible. The right move was to slow down, account for the upcoming solar project, and structure the contract around where the business is going — protecting the customer from potential pitfalls rather than chasing a quick close. That's strategic counsel, not transactional execution.

What this means for technology advisors thinking about energy

For technology advisors, this deal is a preview of what's possible when energy joins the practice. The sales cycle was fast relative to the size and number of locations involved — a refreshing change of pace for advisors used to long telecom and IT timelines. The revenue impact was meaningful. And the customer value was real.

Energy isn't a side hustle. It's a natural extension of the trusted-advisor relationship technology partners have already built. The AppDirect ecosystem and the BOX energy team give advisors the tools, the team, and the market access to compete and win in the energy space.

When those two things come together, deals like this one happen.

Ready to expand your practice into energy?

Partner with BOX and give your customers the full-spectrum energy strategy they deserve.

Contact your AppDirect Channel Manager for more details, or email us at energy@appdirect.com.

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Read the full case study

This article is based on a case study published on the Broker Online Exchange (BOX) website. Read the full case for more details.

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