Here were this year's most-read funding news stories on EnergyCapital. Photo via Getty Images

Editor's note: As the year comes to a close, EnergyCapital is looking back at the year's top stories in Houston energy transition. From firms with fresh funding to deploy to energy tech companies to startups raising venture capital investment, Houston has some wins to celebrate this year when you follow the money. Here were the top five most-read articles — according to EnergyCapital reporting — covering investment deals of 2024. Be sure to click through to read the full story.

Houston PE firm unveils oversubscribed $450M fund to advance nuclear power innovation

Pelican Energy Partners has raised more than it intended with its new nuclear-focused fund. Photo via Getty Images

Houston-based private equity firm Pelican Energy Partners has raised a $450 million fund to invest in nuclear energy services and equipment companies.

Pelican had aimed to raise $300 million for Pelican Energy Partners Base Zero LP and had imposed an initial “hard cap” of $400 million. Investors include endowments, foundations, family offices, and pension plans.

As of the fund’s closing date, the fund had wrapped up six investments, with several more deals expected to close by the end of this year. Continue reading.

Robotics co. with growing Houston presence closes series B

The advanced submersible robotics company will put the funds toward international expansion. Photo courtesy of Square Robot

Houston- and Boston-based Square Robot Inc. closed a series B round of funding last month.

The advanced submersible robotics company raised $13 million, according to Tracxn.com, and says it will put the funds toward international expansion.

"This Series B round, our largest to date, enables us to accelerate our growth plans and meet the surging global demand for our services,” David Lamont, CEO, said in a statement. Continue reading.

Houston industrial decarbonization-focused PE firm scores $725M to launch new business unit

HF Capital, the Knoxville, Tennessee-based investment arm of the Haslam family, made the multimillion-dollar commitment to set up Ara Energy Decarbonization. Photo via arapartners.com

Houston-based Ara Partners, a private equity firm that focuses on industrial decarbonization investments, is receiving up to $725 million from a Tennessee-based family office to launch an energy decarbonization unit.

HF Capital, the Knoxville, Tennessee-based investment arm of the Haslam family, made the multimillion-dollar commitment to set up Ara Energy Decarbonization. The new business will work toward reducing carbon emissions at ethanol plants, natural gas power plants, and other traditional energy assets.

The Haslam family founded Pilot Co., North America’s largest transportation fuel business and chain of travel centers. Shameek Konar, former CEO of Pilot, has been tapped to lead Ara Energy Decarbonization. Continue reading.

Houston-based clean energy site developer raises $300M to decarbonize big tech projects

As emerging technology continues to grow electricity load demand, Cloverleaf has identified an opportunity to develop large-scale digital infrastructure sites powered by low-carbon electricity. Photo via Getty Images

Houston energy executives have started a new company dedicated to developing clean-powered infrastructure for the large electric loads.

Cloverleaf Infrastructure, dually headquartered in Houston and Seattle, Washington, announced its launch and $300 million raised from NGP and Sandbrook Capital, two private equity firms. The company's management team also invested in the company.

As emerging technology continues to grow electricity load demand, Cloverleaf has identified an opportunity to develop large-scale digital infrastructure sites powered by low-carbon electricity.

"The rapid growth in demand for electricity to power cloud computing and artificial intelligence poses a major climate risk if fueled by high-emission fossil fuels," David Berry, Cloverleaf's CEO, says in a news release. "However, it's also a major opportunity to catalyze the modernization of the US grid and the transition to a smarter and more sustainable electricity system through a novel approach to development." Continue reading.

Investors from Houston and Boston fuel Greentown with $4M commitment

A mix of public and private investors have funded Greentown Labs. Photo via GreentownLabs.com

Greentown Labs, a climatetech incubator with locations in the Houston and Boston areas, has announced it has received funding from a mix of investors.

The $4 million in funding came from both of the Houston and Massachusetts locations. Houston investors included Bobby Tudor, CEO of Artemis Energy Partners and chairman of the Houston Energy Transition Initiative; David Baldwin, co-founder of OpenMinds and TEX-E and partner at SCF Partners; and Rice University. Other investors included MassDevelopment and the City of Somerville.

“The challenges of the energy transition are immense, and the role played by technology incubators like Greentown Labs is essential,” Tudor says in a news release. “We believe this role, which is a partnership between academia, industry, philanthropists, entrepreneurs, and governments, is the best way to get to effective, scalable solutions in a time frame that the urgency of the challenge requires. We need all hands on deck, and this partnership between Massachusetts and Texas can be a role model for others.” Continue reading.

Here's what report-based news article covering Houston and Texas amid the energy transition trended this year. Photo via Getty Images

How Houston stacks up: Here were 2024's top report-based, energy-focused articles

year in review

Editor's note: As the year comes to a close, EnergyCapital is looking back at the year's top stories in Houston energy transition. Progress can be tracked in a number of ways, and reports help shine a light on the city and state's movement toward a cleaner energy industry. The following report-based articles that stood out to readers this year — be sure to click through to read the full story.


Houston's energy industry deemed both a strength and weakness on global cities report

Houston could have ranked higher on a global report of top cities in the world if it had a bit more business diversification. Photo via Getty Images

A new analysis positions the Energy Capital of the World as an economic dynamo, albeit a flawed one.

The recently released Oxford Economics Global Cities Index, which assesses the strengths and weaknesses of the world’s 1,000 largest cities, puts Houston at No. 25.

Houston ranks well for economics (No. 15) and human capital (No. 18), but ranks poorly for governance (No. 184), environment (No. 271), and quality of life (No. 298).

New York City appears at No. 1 on the index, followed by London; San Jose, California; Tokyo; and Paris. Dallas lands at No. 18 and Austin at No. 39.

In its Global Cities Index report, Oxford Economics says Houston’s status as “an international and vertically integrated hub for the oil and gas sector makes it an economic powerhouse. Most aspects of the industry — downstream, midstream, and upstream — are managed from here, including the major fuel refining and petrochemicals sectors.” Continue reading.

Report: Solar tops coal in Texas for energy generation for the first time

In Texas last month, coal use dropped and solar energy soared, according to a new report. Photo via Pexels

For the first time in Texas, according to a recent report, solar energy generation surpassed the output by coal.

The report — from the Institute For Energy Economics and Financial Analysis — sourced the Energy Information Administration’s hourly grid monitor for March 2024. This shift in a predominantly oil and gas dominated history of Texas energy output, was due to solar power’s 3.26 million megawatt-hours to Electric Reliability Council of Texas (ERCOT) grid, compared to coal’s 2.96 million MWh.

In addition, coal’s market share fell below 10 percent to 9 percent for the first time ever, to just over 9 percent. The increase in solar energy pushed solar’s share of ERCOT generation to more than 10 percent for the month, which was also a first. Continue reading.

Houston rises as emerging hub for $6B global AI in oil and gas industry, per new report

The research outfit says North America leads global AI growth in oil and gas, with Houston playing a pivotal role. Image via Shutterstock

Houston is emerging as a hub for the development of artificial intelligence in the oil and gas industry — a global market projected to be worth nearly $6 billion by 2028.

This fresh insight comes from a report recently published by ResearchAndMarkets.com. The research outfit says North America leads global AI growth in oil and gas, with Houston playing a pivotal role.

“With AI-driven innovation at its core, the oil and gas industry is set to undergo a profound transformation, impacting everything from reservoir optimization to asset management and energy consumption strategies — setting a new standard for the future of the sector,” says ResearchAndMarkets.com. Continue reading.

Here's how Texas ranks among the greenest states

It might only be Texas' grass that is green. Photo via Getty Images

Turns out — Texas might not be as green as you thought.

A new report from WalletHub looked at 25 key metrics — from green buildings per capita to energy consumption from renewable resources — to evaluate the current health of states' environment and residents’ environmental-friendliness. Texas ranked No. 38, meaning it was the thirteenth least green state, only scoring 50.40 points out of 100.

“It’s important for every American to do their part to support greener living and protect our environment. However, it’s much easier being green in some states than others," writes Cassandra Happe, a WalletHub Analyst, in the report. "For example, if a state doesn’t have a great infrastructure for alternative-fuel vehicles, it becomes much harder for residents to adopt that technology. Living in a green state is also very beneficial for the health of you and your family, as you benefit from better air, soil and water quality.” Continue reading.

Texas finishes low on list of EV charging stations despite increased efforts in Houston

California, with its 14,500 charging stations, has more EV charging stations than New York, Florida, and Texas combined. Photo via Getty Images

In a new report that ranked states with the most electric vehicle chargers, Texas falls behind other similarly-sized states

The SmartAsset study looked at the closest EV charging stations equivalent to a trip to the gas station — factoring in each state's population. California, with its 14,500 charging stations, has five times the EV charging stations as New York (3,327), Florida (2,913) and Texas (2,472). While California ranked No. 1 on the list, Texas found itself at No. 41.

The report used EV charger and station data for each state from the U.S. Department of Energy for 2022 and 2021. Population data is for 2022 and comes from the U.S. Census Bureau 1-Year American Community Survey. Cities were also ranked by the number of fast chargers per capita. In 2022, Texas had 1,386 fast DC chargers, 2,472 EV charging stations, and a fast charger growth year over year 53.5 percent. Continue reading.

These are the most-read Houston energy transition startup news stories of the year. Photo via Getty Images

The future is here: Top Houston energy transition startup stories of the year

year in review

Editor's note: As the year comes to a close, EnergyCapital is looking back at the year's top stories in Houston energy transition. EnergyCapital covers the entire energy transition ecosystem, including the businesses from major public corporations to small but growing startups with promising technologies. This year, top energy startup news included award-winning innovators, a new hub for energy tech startups, big deals, and more. Check out each of the most-read stories below — be sure to click to continue reading each article.

Local energy innovators recognized at annual Houston Innovation Awards

At an event celebrating Houston innovation, these four energy transition leaders were recognized. Photos courtesy

This week, the Houston innovation ecosystem celebrated big wins from the year, and members of the energy transition community were recognized alongside other innovators.

The Houston Innovation Awards honored over 40 finalists across categories, naming the 12 winners and honoring the two Trailblazer Legacy Awards at the event. The event, hosted at TMC Helix Park on November 14 named and celebrated the winners, which included four energy transition innovators. Click to see what energy leaders secured wins.

Houston startup taps new corporate partner for AI-backed sustainability consumer tech

IBM and Boxes recently partnered to integrate the IBM watsonx Assistant into Boxes devices, providing a way for consumer packaged brands to find out more than ever about what its customers like and want. Photo courtesy of Boxes

With the help of a new conversational artificial intelligence platform, a Houston startup is ready to let brands get up close and personal with consumers while minimizing waste.

IBM and Boxes recently partnered to integrate the IBM watsonx Assistant into Boxes devices, providing a way for consumer packaged brands to find out more than ever about what its customers like and want.

The Boxes device, about the size of a 40-inch television screen, dispenses products to consumers in a modern and sustainable spin on the old-fashioned large vending machine.

CEO Fernando Machin Gojdycz learned that business from his entrepreneur father, Carlos Daniel Machin, while growing up in Uruguay.

“That’s where my passion comes from — him,” Gojdycz says of his father. In 2016, Gojdycz founded Boxes in Uruguay with some engineer friends

Funded by a $2,000 grant from the University of Uruguay, the company's mission was “to democratize and economize affordable and sustainable shopping,” in part by eliminating wasteful single-use plastic packaging. Click to continue reading.

Houston startup selected for inaugural climatetech global entrepreneur competition

Syzygy Plasmonics is going to be competing in Gastech's new startup competition. Photo via Getty Images

A global natural gas, LNG, hydrogen, low-carbon solutions, and climate technology convention is coming to Houston next month — but only one Houston startup is geared up for the event's new startup competition.

Gastech invited 20 promising companies for its inaugural Gastech Start-Up Competition, and 11 companies have signed on to participate so far. Houston-based Syzygy Plasmonics, which created and is scaling a sustainable photocatalytic reactor, is currently the only local company among the participants.

“Gastech's focus on creating a low-carbon, affordable energy future aligns perfectly with Syzygy's drive to produce low-carbon, low-cost hydrogen, liquid fuels, and syngas," Syzygy Plasmonics CEO Trevor Best says. "We can't wait to represent Houston as the only startup from the area to be included among the 11 finalists in the Gastech Climatetech Global Entrepreneur Competition.” Click to continue reading.

Houston leaders launch new downtown hub to support energy transition innovation

Energy Tech Nexus has opened in downtown Houston. Photo by Natalie Harms/EnergyCapital

Three Houston energy innovators have cut the ribbon on a new space for energy transition innovation.

The Energy Tech Nexus, located in the historic Niels Esperson Building at the corner of Travis and Rusk Avenue, opened on September 10, which was proclaimed Energy Tech Nexus Day by the city.

Jason Ethier and Juliana Garaizar, formerly in leadership roles at Greentown Labs, teamed up with Nada Ahmed, previously headed innovation and transformation at Aker Solutions, launched ETN as a community for energy transition startups. The new hub plans to host incubation programs, provide mentorship, and open doors to funding and strategic partnerships for its members.

"We are creating more than a space for innovation," Garaizar says in a news release. "We are crafting a community where pioneers in technology and energy converge to challenge the status quo and accelerate the shift to sustainable energy solutions." Click to continue reading.

Houston bio-based materials founder rebrands, evolves future-focused sustainability startup

Zimri T. Hinshaw, founder and CEO of Rheom Materials, joins the Houston Innovators Podcast. Photo courtesy of Rheom

At first, Zimri T. Hinshaw just wanted to design a sustainable, vegan jacket inspired by bikers he saw in Tokyo. Now, he's running a bio-based materials company with two product lines and is ready to disrupt the fashion and automotive industries.

Hinshaw founded Rheom Materials (née Bucha Bio) in 2020, but a lot has changed since then. He moved the company from New York to Houston, built out a facility in Houston's East End Maker Hub, and rebranded to reflect the company's newest phase and extended product lines, deriving from dozens of different ingredients, including algae, seaweed, corn, other fruits and vegetables, and more.

"As a company, we pivoted our technology from growing kombucha sheets to grinding up bacteria nanocellulose from kombucha into our products and then we moved away from that entirely," Hinshaw says on the Houston Innovators Podcast. "Today, we're designing different materials that are more sustainable, and the inputs are varied." Click to continue reading.

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6 major acquisitions that fueled the Houston energy sector in 2025

2025 In Review

Editor's note: As 2025 comes to a close, we're revisiting the biggest headlines and major milestones of the energy transition sector this year. Here are six major acquisitions that fueled the Houston energy industry in 2025:

Houston-based Calpine Corp. to be acquired in clean energy megadeal

Houston's Calpine Corp. will be acquired by Baltimore-based nuclear power company Constellation Energy Corp. Photo via DOE

In January 2025, Baltimore-based nuclear power company Constellation Energy Corp. and Houston-based Calpine Corp. entered into an agreement where Constellation would acquire Calpine in a cash and stock transaction with an overall net purchase price of $26.6 billion. The deal received final regulatory clearance this month.

Investment giant to acquire TXNM Energy for $11.5 billion

Blackstone Infrastructure, an affiliate of Blackstone Inc., will acquire a major Texas electricity provider. Photo via Shutterstock

In May 2025, Blackstone Infrastructure, an investment giant with $600 million in assets under management, agreed to buy publicly traded TXNM Energy in a debt-and-stock deal valued at $11.5 billion. The deal recently cleared a major regulatory hurdle, but still must be approved by the Public Utility Commission of Texas.

Houston's Rhythm Energy expands nationally with clean power acquisition

PJ Popovic, founder and CEO of Houston-based Rhythm Energy, which has acquired Inspire Clean Energy. Photo courtesy of Rhythm

Houston-based Rhythm Energy Inc. acquired Inspire Clean Energy in June 2025 for an undisclosed amount. The deal allowed Rhythm to immediately scale outside of Texas and into the Northeast, Midwest and mid-Atlantic regions.

Houston American Energy closes acquisition of New York low-carbon fuel co.

Houston American Energy Corp. has acquired Abundia Global Impact Group, which converts plastic and certified biomass waste into high-quality renewable fuels. Photo via Getty Images.

Renewable energy company Houston American Energy Corp. (NYSE: HUSA) acquired Abundia Global Impact Group in July 2025. The acquisition created a combined company focused on converting waste plastics into high-value, drop-in, low-carbon fuels and chemical products.

Chevron gets green light on $53 billion Hess acquisition

With the deal, Chevron gets access to one of the biggest oil finds of the decade. Photo via Chevron

In July 2025, Houston-based Chevron scored a critical ruling in Paris that provided the go-ahead for a $53 billion acquisition of Hess and access to one of the biggest oil finds of the decade. Chevron completed its acquisition of Hess shortly after the ruling from the International Chamber of Commerce in Paris.

Investors close partial acquisition of Phillips 66 subsidiary with growing EV network

Two investment firms have scooped up the majority stake in JET, a subsidiary of Phillips 66 with a rapidly growing EV charging network. Photo via Jet.de Facebook.

In December 2025, Energy Equation Partners, a London-based investment firm focused on clean energy companies, and New York-based Stonepeak completed the acquisition of a 65 percent interest in JET Tankstellen Deutschland GmbH, a subsidiary of Houston oil and gas giant Phillips 66.

Houston researchers develop energy-efficient film for AI chips

AI research

A team of researchers at the University of Houston has developed an innovative thin-film material that they believe will make AI devices faster and more energy efficient.

AI data centers consume massive amounts of electricity and use large cooling systems to operate, adding a strain on overall energy consumption.

“AI has made our energy needs explode,” Alamgir Karim, Dow Chair and Welch Foundation Professor at the William A. Brookshire Department of Chemical and Biomolecular Engineering at UH, explained in a news release. “Many AI data centers employ vast cooling systems that consume large amounts of electricity to keep the thousands of servers with integrated circuit chips running optimally at low temperatures to maintain high data processing speed, have shorter response time and extend chip lifetime.”

In a report recently published in ACS Nano, Karim and a team of researchers introduced a specialized two-dimensional thin film dielectric, or electric insulator. The film, which does not store electricity, could be used to replace traditional, heat-generating components in integrated circuit chips, which are essential hardware powering AI.

The thinner film material aims to reduce the significant energy cost and heat produced by the high-performance computing necessary for AI.

Karim and his former doctoral student, Maninderjeet Singh, used Nobel prize-winning organic framework materials to develop the film. Singh, now a postdoctoral researcher at Columbia University, developed the materials during his doctoral training at UH, along with Devin Shaffer, a UH professor of civil engineering, and doctoral student Erin Schroeder.

Their study shows that dielectrics with high permittivity (high-k) store more electrical energy and dissipate more energy as heat than those with low-k materials. Karim focused on low-k materials made from light elements, like carbon, that would allow chips to run cooler and faster.

The team then created new materials with carbon and other light elements, forming covalently bonded sheetlike films with highly porous crystalline structures using a process known as synthetic interfacial polymerization. Then they studied their electronic properties and applications in devices.

According to the report, the film was suitable for high-voltage, high-power devices while maintaining thermal stability at elevated operating temperatures.

“These next-generation materials are expected to boost the performance of AI and conventional electronics devices significantly,” Singh added in the release.

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This article originally appeared on our sister site, InnovationMap.

Energy expert: What 2025 revealed about the evolution of Texas power

guest column

2025 marked a pivotal year for Texas’ energy ecosystem. Rising demand, accelerating renewable integration, tightening reserve margins and growing industrial load reshaped the way policymakers, utilities and the broader market think about reliability.

This wasn’t just another year of operational challenges; it was a clear signal that the state is entering an era where growth and innovation must move together in unison if Texas is going to keep pace.

What happened in 2025 is already influencing the decisions utilities, regulators and large energy consumers will make in 2026 and beyond. If Texas is going to remain the nation’s proving ground for large-scale energy innovation, this year made one thing clear: we need every tool working together and working smarter.

What changed: Grid, policy & the growth of renewables

This year, ERCOT recorded one of the steepest demand increases in its history. From January through September 2025, electricity consumption reached 372 terawatt-hours (TWh), a 5 percent increase over the previous year and a 23 percent jump since 2021. That growth officially positions ERCOT as the fastest-expanding large grid in the country.

To meet this rising load, Texas leaned heavily on clean energy. Solar, wind and battery storage served approximately 36 percent of ERCOT’s electricity needs over the first nine months of the year, a milestone that showcased how quickly Texas has diversified its generation mix. Utility-scale solar surged to 45 TWh, up 50 percent year-over-year, while wind generation reached 87 TWh, a 36 percent increase since 2021.

Battery storage also proved its value. What was once niche is now essential: storage helped shift mid-day excess solar to evening peaks, especially during a historic week in early spring when Texas hit new highs for simultaneous wind, solar and battery output.

Still, natural gas remained the backbone of reliability. Dispatchable thermal resources supplied more than 50 percent of ERCOT’s power 92 percent of the time in Q3 2025. That dual structure of fast-growing renewables backed by firm gas generation is now the defining characteristic of Texas’s energy identity.

But growth cuts both ways. Intermittent generation is up, yet demand is rising faster. Storage is scaling, but not quite at the rate required to fill the evening reliability gap. And while new clean-energy projects are coming online rapidly, the reality of rising population, data center growth, electrification and heavy industrial expansion continues to outpace the additions.

A recent forecast from the Texas Legislative Study Group projects demand could climb another 14 percent by mid-2026, tightening reserve margins unless meaningful additions in capacity, or smarter systemwide usage, arrive soon.

What 2025 meant for the energy ecosystem

The challenges of 2025 pushed Texas to rethink reliability as a shared responsibility between grid operators, generation companies, large load customers, policymakers and consumers. The year underscored several realities:

1. The grid is becoming increasingly weather-dependent. Solar thrives in summer; wind dominates in spring and winter. But extreme heat waves and cold snaps also push demand to unprecedented levels. Reliability now hinges on planning for volatility, not just averages.

2. Infrastructure is straining under rapid load growth. The grid handled multiple stress events in 2025, but it required decisive coordination and emerging technologies, such as storage methods, to do so.

3. Innovation is no longer optional. Advanced forecasting, grid-scale batteries, demand flexibility tools, and hybrid renewable-gas portfolios are now essential components of grid stability.

4. Data centers and industrial electrification are changing the game. Large flexible loads present both a challenge and an opportunity. With proper coordination, they can help stabilize the grid. Without it, they can exacerbate conditions of scarcity.

Texas can meet these challenges, but only with intentional leadership and strong public-private collaboration.

The system-level wins of 2025

Despite volatility, 2025 showcased meaningful progress:

Renewables proved their reliability role. Hitting 36 percent of ERCOT’s generation mix for three consecutive quarters demonstrates that wind, solar and batteries are no longer supplemental — they’re foundational.

Storage emerged as a real asset for reliability. Battery deployments doubled their discharge records in early 2025, showing the potential of short-duration storage during peak periods.

The dual model works when balanced wisely. Natural gas continues to provide firm reliability during low-renewable hours. When paired with renewable growth, Texas gains resilience without sacrificing affordability.

Energy literacy increased across the ecosystem. Communities, utilities and even industrial facilities are paying closer attention to how loads, pricing signals, weather and grid conditions interact—a necessary cultural shift in a fast-changing market.

Where Texas goes in 2026

Texas heads into 2026 with several unmistakable trends shaping the road ahead. Rate adjustments will continue as utilities like CenterPoint request cost recovery to strengthen infrastructure, modernize outdated equipment and add the capacity needed to handle record-breaking growth in load.

At the same time, weather-driven demand is expected to stay unpredictable. While summer peaks will almost certainly set new records, winter is quickly becoming the bigger wild card, especially as natural gas prices and heating demand increasingly drive both reliability planning and consumer stress.

Alongside these pressures, distributed energy is set for real expansion. Rooftop solar, community battery systems and hybrid generation-storage setups are no longer niche upgrades; they’re quickly becoming meaningful grid assets that help support reliability at scale.

And underlying all of this is a cultural shift toward energy literacy. The utilities, regulators, businesses, and institutions that understand load flexibility, pricing signals and efficiency strategies will be the ones best positioned to manage costs and strengthen the grid. In a market that’s evolving this fast, knowing how we use energy matters just as much as knowing how much.

The big picture: 2025 as a blueprint for a resilient future

If 2025 showed us anything, it’s that Texas can scale innovation at a pace few states can match. We saw record renewable output, historic storage milestones and strong thermal performance during strain events. The Texas grid endured significant stress but maintained operational integrity.

But it also showed that reliability isn’t a static achievement; it’s a moving target. As population growth, AI and industrial electrification and weather extremes intensify, Texas must evolve from a reactive posture to a proactive one.

The encouraging part is that Texas has the tools, the talent and the market structure to build one of the most resilient and future-ready power ecosystems in the world. The test ahead isn’t whether we can generate enough power; it’s whether we can coordinate systems, technologies and market behavior fast enough to meet the moment.

And in 2026, that coordination is precisely where the opportunity lies.

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Sam Luna is director at BKV Energy, where he oversees brand and go-to-market strategy, customer experience, marketing execution, and more.