Alectra Taps Behavioral Scientist as Util-Assist President
Event summary
- Dr. Andrea Nuesser appointed President of Util-Assist Inc., effective March 23, 2026
- Succeeds Mark Henderson, who will remain on the board and assist with transition
- Nuesser brings background in behavioral science, marketing, and utility customer strategy
- Util-Assist is a non-regulated energy services subsidiary of Alectra Energy Services
The big picture
The appointment signals Alectra's focus on behavioral insights and digital solutions in the utility sector. With approximately one million customers across 17 communities, Util-Assist's strategic direction will impact a significant portion of Alectra's service territory. This move comes as utilities increasingly leverage customer data and behavioral science to drive efficiency and conservation programs.
What we're watching
- Strategic Reorientation
- How Nuesser's behavioral science background will reshape Util-Assist's customer engagement approach
- Digital Transformation
- The pace at which Util-Assist can implement Nuesser's digital innovation vision
- Leadership Integration
- Whether the transition from Henderson to Nuesser creates operational continuity or disruption
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