This study addresses the organizational transformations and adaptation strategies that companies are adopting in response to the opening of the Free Energy Market (Mercado Livre de Energia - MLE) to individuals in Brazil. The objective of the research is to describe how organizations are restructuring to meet the new demands and regulations of the energy sector. The applied methodology involves explanatory research based on semi-structured interviews with specialists from the Brazilian electricity sector. The results indicate that the opening of the MLE has driven a reconfiguration of business models, a need for technological innovation, and a strengthening of the relationship with consumers. This study contributes to the understanding of market dynamics in the Brazilian energy sector and offers insights on how companies can prepare for future transformations in the regulatory and competitive environment.