Water Plus Business

What Water Plus Business does

Water Plus Business is the UK's largest business water retailer, providing water retail services to non-household customers across England and Scotland. The company is structured as a joint venture between United Utilities Plc and Severn Trent Services International (Overseas Holdings) Limited, and is registered through three England-and-Wales entities: Water Plus Group Limited, Water Plus Limited, and Water Plus Select Limited. Following the opening of the non-household water retail market in 2017, Water Plus scaled to serve over 360,000 customer accounts spanning small and medium businesses, large enterprises and multi-site organisations, the education sector, NHS trusts, food and beverage manufacturers, hospitality, and care homes.

The company's core technology stack centres on the MyAccount online portal, which lets customers submit single or multiple meter readings, upload photo-verified readings, view bills, set up Direct Debits, and manage multi-account portfolios. A second technical layer is the data-logger and online analysis portal that ingests 15-minute interval readings for active water management, leak detection, and consumption benchmarking across customer estates. Value-added services (audits, leak detection and repair, water-saving device installation, and personalised efficiency consultations) are delivered by a dedicated Advanced Services team. Smart meter deployment is positioned as a core offering in line with the 2025-2030 industry-wide smart meter rollout.

Water Plus earns revenue primarily through retail fees added to wholesale water charges passed through to customers, supplemented by professional-services revenue from value-added efficiency work. Pricing is quote-based rather than published, with the retail fee described as 'a small part' of the customer bill. Go-to-market combines a personal, consultative direct-sales motion with a self-service MyAccount channel, a broker network for mid-market customers, and community-engagement marketing such as the 'Be Wise On Water' programme, sports league sponsorships, and charity partnerships. The company employs 251-500 staff, is headquartered at Prospect House, Trentham Lakes, Stoke-on-Trent, and operates call-centre support through Capita Customer Management Limited.

Name

Water Plus Business

Legal name

Water Plus Group Limited

Website

https://water-plus.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

UK's largest business water retailer serving 360,000+ non-household accounts across England and Scotland, operating as a joint venture between United Utilities and Severn Trent, providing water retail billing, account management, smart metering, and water efficiency services through its MyAccount portal and Advanced Services team.

Ownership category

akta.pro rank

Product category

Business Water Retail Services

NAICS

Water, Sewage and Other Systems (2213), Water Supply and Irrigation Systems (22131)

SIC

Water Supply (4941)

akta.pro primary industry

Third-Party Water Retailing & Managed Billing Services (outsourced billing, white-label retail operations) (EUANAIAL)

akta.pro secondary industries

Customer Billing & Revenue Management (rate configuration, billing, adjustments, revenue assurance) (EUANAIAC), Customer Metering, Billing & Retail Water Services (EUANAAAH), Move-In/Move-Out, Service Orders & Field Dispatch (turn-ons/turn-offs, appointments, workforce scheduling) (EUANAIAH)

Keywords

• Business water retail
• Water efficiency services
• Water account management
• Leak detection monitoring
• Smart meter services

Headquarters

HQ city

Stoke-on-trent

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Water Retail Services: Water Plus provides water retail services to non-household customers across England and Scotland. The company acts as intermediary between water wholesalers and business customers, providing billing, account management, meter reading, and customer service. Revenue comes from retail fees added to wholesale charges passed through to customers.
2. Value Added Services (VAS): Additional services including water audits, leak detection and repair, data monitoring with data loggers, water efficiency consultations, and water-saving device installation. These services are delivered by the Advanced Services Team and provide additional revenue streams beyond standard retail fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Water Plus Business provides water retail services to non-household (business) customers across England and Scotland, acting as the intermediary between water wholesalers and end users. Its core offering includes water billing, account management, meter reading (with photo verification), and Direct Debit payment handling, supplemented by value-added services such as water audits, leak detection and repair, data logger monitoring, and water-saving device installation. Customers access services through the MyAccount online portal and via a dedicated customer service team.

Product overview

Water Plus Business is the UK's largest water retailer, operating as a joint venture between United Utilities and Severn Trent. The company offers a unified water retail service portfolio for over 360,000 customer accounts across England and Scotland. The core offering centers on MyAccount Online, a customer portal for account management, billing, payments, and meter readings, supplemented by water efficiency services branded as 'Better Ways with Water.' This includes water audits, leak detection/repair, data loggers with online analysis portals, and smart meter support. Additional services cover account management, billing, and moving premises handling. A partnership with Zellar provides customers access to an external sustainability tracking platform.

Differentiator

Problem solved

Functional benefit

Products and services

• MyAccount Online Portal Self-service online portal allowing UK business customers to view bills, submit single or multiple meter readings (with photo verification and location mapping), pay online, set up Direct Debits, track usage history, and manage multiple water accounts. Available 24/7.
• Water Efficiency Services (Better Ways with Water) Value-added water efficiency programme delivered by Water Plus's Advanced Services team, covering comprehensive water audits, benchmarking, data logging, leak detection and repair, personalised efficiency consultations, and water-saving device recommendations. Includes Measure, Save, Protect and Connect service tiers.
• Smart Meters Smart water meter installation and management service for non-household customers, supporting the UK-wide rollout of smart meters at business premises between 2025 and 2030 led by water wholesalers.
• Water Retail Account Management Core water retail account management service for non-household customers across England and Scotland, including billing, payment handling (Direct Debit and other options), meter reading submission, and moving premises (moving in / moving out) services.

Quantifiable outcome

• 79.3% water consumption reduction achieved at care home with water-saving devices
• +7 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, minor and major.

• 20FIFTY PartnerscoreImplementation/ SI/ Consulting Partner · 1 January 202620FIFTY Partners delivers the water stewardship programme in partnership with Water Plus and water wholesalers United Utilities and Northumbrian Water. The programme helps larger water users develop Water Stewardship Charters, build technical skills around water mapping and conservation, and receive certification for responsible practices.
• Northumbrian WatercoreStrategic or Co-development Partner · 1 January 2026Northumbrian Water is one of the water wholesalers funding the 2026 water stewardship programme delivered through Water Plus and 20FIFTY Partners. The initiative helps larger water users build operational resilience and improve water efficiency.
• Call to EarthminorGTM or Marketing Partner · 1 January 2025Water Plus sponsored the Call to Earth Atlantic rowing team (Stacey Rivers, John Hammond, and Emma Wolstenholme) who rowed 3,000 miles across the Atlantic Ocean to raise awareness about climate change and sustainable water use. The team set a world record as the oldest mixed trio to cross an ocean in January 2026.
• Expert WaterminorGTM or Marketing Partner · 1 January 2025Expert Water sponsored the Water Plus golf event that raised funds for Teenage Cancer Trust. Expert Water provides services for businesses around water and cost efficiency in the UK.
• United UtilitiescoreStrategic or Co-development Partner · 1 July 2024Water Plus collaborated with United Utilities on a large-scale water efficiency programme delivering water-saving visits at 3,600+ sites including businesses, care homes, sports clubs and council sites. United Utilities funded the initiative. The programme ran from July 2024 to March 2025 and saved over 2.4 million litres of water per week.
• Teenage Cancer TrustmajorGTM or Marketing Partner · 1 January 2024Two-year charity partnership providing Youth Support Co-ordinator hours for young people facing cancer in England and Scotland. Water Plus has raised funds for 300+ hours of support through awareness-raising and events including a golf fundraising day. Water Plus also supports through community engagement and volunteering.
• Staffordshire Girls and Ladies Football League (SGLFL)majorGTM or Marketing Partner · 1 January 2024Water Plus partnership began in August 2024 funding 10 referee courses, additional coaching qualifications, and over 40 new team kits. The league has grown to 300+ teams for the 2025/26 season. Water Plus volunteers have participated in Cup Final events and raised awareness about water-saving actions.
• ZellarminorGTM or Marketing PartnerWater Plus offers customers a 10% discount on Zellar's sustainability software platform. Zellar helps organizations measure environmental impact, reduce energy and water use, and track sustainability metrics. Customers can achieve average cost reduction of £889 with potential for further savings of £4,100.
• Capita Customer Management LimitedminorImplementation/ SI/ Consulting PartnerWater Plus's call centre is operated by Capita Customer Management Limited for customer service operations.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Castle Water: One of the largest UK business water retailers following the 2017 market deregulation. Competes head-to-head with Water Plus for non-household customers across England and Scotland on price, service quality, and value-added water efficiency offerings.
• Everflow Water: Independent UK business water retailer competing on price and service for non-household customers. Comparable model to Water Plus with focus on broker channels and digital self-service account management.
• Business Stream: Scotland's largest business water retailer, operating in a directly overlapping geography with Water Plus in Scotland. Same regulatory framework, same product set, same customer segments; strong direct competitor for Scottish enterprise accounts.
• Wave (Anglian Water Business): Business water retail arm of Anglian Water serving non-household customers across England. Compares closely to Water Plus as a water-utility-owned retailer offering billing, account management, and water efficiency services.
• Water2Business: UK business water retailer serving non-household customers across multiple regions. Direct competitor offering the same billing, account management, and water efficiency proposition as Water Plus, particularly in the South West.
• SES Business Water (Pennon Water Services): Pennon Group's business water retail arm, operating in a similar competitive set to Water Plus. Provides billing, account management, and water efficiency services to UK business customers, with parent backing giving similar JV-style advantages.

Broad incumbents

• Pennon Water Services: Parent of SES Business Water and broader Pennon Group water/wastewater operations. A larger incumbent combining wholesale and retail, comparable in vertical integration to Water Plus's United Utilities + Severn Trent JV structure.
• Veolia Water UK: Broad environmental services and water utility incumbent in the UK offering water management, efficiency, and retail services. Less specialised in pure business water retail than Water Plus, but competes for enterprise sustainability and water efficiency contracts.
• Severn Trent Plc: Parent JV partner to Water Plus and a major UK water wholesaler-retailer. While it is parent rather than direct competitor, the underlying utility business operates in the same regulatory and customer space as Water Plus's operations.
• United Utilities Plc: Other JV parent of Water Plus and a major UK water wholesaler. Operates across the same regulatory environment and overlapping customer base; relevant as a wholesale infrastructure partner and benchmark for retail operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/waterplusb2b
• YouTubeyoutube.com/channel/UCRWO2hAPYQPsZ-TOuQyRrVw
• Facebookfacebook.com/waterplusbusiness
• LinkedInlinkedin.com/company/10906575

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Water Plus Business