Rowell's Services

What Rowell's Services does

Rowell's Services is a family-owned home services company headquartered in Northfield, New Hampshire, founded in 1983 by Dickie Rowell as a septic pumping business and now operating across five integrated trade verticals: plumbing, drains and septic, heating, cooling and air conditioning, and electrical services. The company serves primarily residential homeowners in the New Hampshire Lakes Region and surrounding communities, with a secondary light-commercial segment covering grease trap maintenance, lift stations, backflow prevention, and large-capacity septic pumping up to 35,000 gallons. Service delivery relies on the company's own licensed and insured technicians operating from multiple strategically positioned locations across New Hampshire, supported by modern diagnostic and rehabilitation equipment including CCTV sewer camera inspections, hydro jetting, trenchless pipe relining, pipe bursting, and electronic septic tank locating (Prototek transmitters).

The business operates a direct-to-consumer go-to-market model, with customer acquisition driven by its website (featuring online scheduling and instant quotes), 24/7 phone booking, email and SMS marketing, an SEO-focused blog with 50+ articles, and a referral engine reinforced by over 3,000 five-star reviews. Revenue is generated per-job with up-front pricing provided before work begins, no overtime charges for residential customers, and financing available through Synchrony and GoodLeap for jobs of $2,500 or more. Discount programs for military, senior, and first responder customers are also offered. The company does not disclose revenue figures, but headcount has grown from 12 employees in 2016 to over 80 today, and service breadth has expanded threefold since the 2017 addition of plumbing, heating, cooling, and trenchless excavation capabilities.

In 2024 the company rebranded from 'Rowell's Septic' and 'Rowell's Sewer & Drain' to a unified 'Rowell's' identity anchored by founder Dickie Rowell's legacy (following his 2001 passing, the business transitioned to second-generation family ownership under wife Debbie, daughter Mandie, and her husband Ian). The company remains privately held with no disclosed private equity, venture, or institutional investor involvement, and operates exclusively within New Hampshire.

Name

Rowell's Services

Legal name

Rowell's Services

Website

https://rowellservices.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Rowell's Services is a family-owned home services company in New Hampshire providing plumbing, septic, drain, heating, cooling, and electrical services to residential homeowners and light commercial customers across the Lakes Region.

Ownership category

akta.pro rank

Product category

Residential Home Services (Plumbing, HVAC, Septic, Electrical)

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (238220), Plumbing, Heating, and Air-Conditioning Contractors (23822), Electrical Contractors and Other Wiring Installation Contractors (23821)

SIC

Electrical Work (1731), Water, Sewer, Pipeline, Comm & Power Line Construction (1623), Sanitary Services (4950)

akta.pro primary industry

Plumbing & Pipefitting Contracting (IMAFALAC)

akta.pro secondary industries

Drain Cleaning (Residential) (HSAOABAA), Water Heater/Boiler Flue, Venting & Chimney Liner Service (HSAOACAF)

Keywords

• Residential plumbing services
• Septic system services
• Heating and cooling
• Trenchless pipe repair
• Home electrical contracting

Headquarters

HQ city

Merrimack

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Plumbing Services: Full-service plumbing including water heaters, tankless water heaters, toilet plumbing, pipe repairs and repiping, sump pumps, showers and tubs, faucets and sinks, gas and water lines. Charged on per-job basis with up-front pricing.
2. Heating Services: Heating installation, repair and service for furnaces, boilers, heat pumps, ductless systems, plus maintenance, energy efficiency solutions, and thermostat installation. Offered with free estimates and financing options.
3. Cooling/AC Services: Air conditioning installation, repair, heat pumps, ductless AC, indoor air quality solutions, and AC tune-up services. Available with financing options.
4. Electrical Services: Full electrical services including panel upgrades, rewiring, lighting installation, ceiling fans, outdoor lighting, generators, and surge protection.
5. Drains and Septic Services: Sewer and drain cleaning, septic pumping and maintenance, trenchless pipe relining, hydro jet cleaning, camera inspections, tree root removal, septic tank locating, and new septic system installation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Rowell's Services provides residential and light commercial plumbing, drain/sewer, septic, heating, cooling, and electrical contracting services across New Hampshire. Work is delivered by the company's own licensed technicians with up-front per-job pricing, 24/7 emergency availability, and financing options for larger installations. Specialty offerings include trenchless pipe relining, pipe bursting, hydro jetting, CCTV sewer camera inspection, and electronic septic tank locating.

Product overview

Rowell's Services is a unified home services company offering integrated plumbing, drains/sewer, heating, cooling/air conditioning, and electrical services through a network of specialized divisions. The portfolio centers on core service categories (Plumbing, Drains & Septic, Heating, Cooling, Electrical) supported by specialized subservices including water heater systems (tank and tankless), trenchless pipe relining, hydro jet cleaning, sewer camera inspections, electronic septic tank locating, heat pumps (ducted and ductless), indoor air quality solutions, home zoning systems, boiler services, oil-to-gas conversions, and commercial plumbing. The company operates as a single-service provider model rather than a modular software platform, with all services delivered through its own technicians and equipment. Financing options are available through Synchrony and GoodLeap for qualifying customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Plumbing Services Comprehensive plumbing services for residential and light commercial properties including repairs, maintenance, new installations, leak detection, pipe repiping, gas and water lines, sump pumps, showers, tubs, faucets, sinks, and toilet plumbing.
• Trenchless Pipe Relining No-dig sewer rehabilitation technology that repairs damaged pipes by inserting a resin-coated tube that bonds to the existing pipe, avoiding excavation of landscaping or driveways.
• Sewer Camera Inspection

Quantifiable outcome

• Tankless water heaters can reduce utility bills by up to 40%
• +1 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Len The Plumber: Regional multi-trade home services operator in the Mid-Atlantic offering plumbing, heating, cooling, and drain services to residential customers. Comparable to Rowell's on full-service home services scope, regional density strategy, and emergency service availability.
• Michael & Son Services: Family-founded multi-trade home services company across the Mid-Atlantic and Southeast offering plumbing, HVAC, electrical, and drain services with 24/7 emergency response. Comparable on multi-trade scope, family-business origin, regional service density, and the same direct-to-consumer emergency positioning.
• Benjamin Franklin Plumbing: National plumbing franchise under Authority Brands focused on residential plumbing service and repair with up-front pricing. Comparable to Rowell's on plumbing-specific service focus and direct-to-consumer/homeowner customer base.
• T. Webber Plumbing, Heating & Air Conditioning: Family-owned multi-trade home services company in the Hudson Valley, NY offering plumbing, heating, cooling, drain, and water treatment services. Comparable on family ownership, full multi-trade scope, and regional service density similar to Rowell's NH footprint.
• Mr. Rooter Plumbing: Neighborly-brand franchise providing residential and commercial plumbing, drain, and HVAC services through locally-owned franchises. Direct peer given matching multi-trade home services delivery model and direct-to-consumer emergency positioning comparable to Rowell's.
• Horizon Services: Regional multi-trade plumbing, HVAC, and drain company operating across the Mid-Atlantic U.S. with similar 24/7 emergency service and direct-to-consumer positioning. Directly comparable business model to Rowell's across all five of Rowell's core service lines.

Broad incumbents

• Roto-Rooter: National plumbing and drain/sewer service franchise operating across North America with 24/7 emergency service. Directly comparable to Rowell's on plumbing and drain cleaning scope, but operates at significantly larger national scale rather than concentrated regional depth.
• HomeServe USA: Subscription-based home repair services company that connects homeowners to vetted local contractors for plumbing, HVAC, and electrical emergencies. Comparable through customer relationship layer; HomeServe does not perform work directly but matches similar homeowner use cases.
• ARS / Rescue Rooter: Large multi-trade HVAC, plumbing, and drain operator across the U.S. with national call-center infrastructure. Comparable on service scope and direct-to-consumer delivery, but at significantly larger scale than family-owned regional operator Rowell's.

Emerging players

• Peterman Brothers: Mid-size regional multi-trade home services operator in the Midwest offering plumbing, HVAC, and electrical services with strong digital marketing. Comparable delivery model, though smaller and at earlier scale than Rowell's NH operation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/happy_pumper
• Facebookfacebook.com/happypumper
• LinkedInlinkedin.com/company/rowell-s-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Rowell's Services