Four myths about custom energy incentives — debunked.

Most energy upgrades don’t fit neatly into a standard incentive category.

That’s exactly why custom incentives exist — to support projects like process improvements, system optimization and equipment upgrades that are not covered by our prescriptive incentives.

Still, many facility managers may assume custom incentives are complicated, time-consuming or hard to qualify for.

The reality is much more straightforward. Here are four common misconceptions — and what actually happens when you explore custom incentives with TVA EnergyRight.

Myth 1: “Custom incentives sound like a lot of extra work.”

Reality: You’re not starting from scratch — you’re building on the project you already have planned.

Many teams assume custom incentives require complex applications or detailed engineering before they can even get started.

But it’s often much simpler. TVA Energy Experts work with you and your contractor to evaluate the project you’re already planning. They help identify eligible upgrades, estimate energy savings and guide the process from there.

You’re not adding a new layer of work — you’re getting support to make an existing project more cost-effective. 

Myth 2: “Our project probably wouldn’t qualify anyway.”

Reality: If your project reduces energy use, there’s a strong chance it could qualify.

Custom incentives are specifically designed for projects that fall outside standard categories. That includes:

• Equipment upgrades not covered by standard incentives.
  
• Process improvements that reduce energy consumption.
  
• System optimization or controls upgrades.
  
• Operational changes that lower energy demand.

If energy savings can be measured and verified, the project may be eligible.

Myth 3: “The paperwork will slow down our project.”

Reality: The process aligns with the documentation you’re already creating.

Energy projects already involve specs, planning documents and contractor inputs. The custom incentive process is designed to work alongside those materials — not require an entirely separate track of paperwork.

Your TVA Energy Expert or Preferred Partners Network contractor helps gather and organize what’s needed using information your team is already producing.

Myth 4: “Custom incentives are only for large or highly specialized facilities and projects.”

Reality: Qualifying custom projects are submitted by businesses of all sizes.

Custom incentives are often used by industrial and commercial facilities to make practical upgrades based on operational needs.

Whether it’s improving a production process, upgrading a system that doesn’t fall under a standard category or making targeted efficiency improvements, projects are evaluated based on energy savings — not complexity or size.

Custom doesn’t mean complicated.

Custom incentives exist because real-world energy projects don’t always follow a template.

With the right support, they offer a practical way to offset costs, improve ROI and move forward with upgrades that make sense for your facility.

Sometimes the smartest next step is simply understanding what your project could qualify for.