Smarta Water

What Smarta Water does

Smarta Water Limited is an independent, privately-held UK water retailer headquartered in Leeds (Morley), supplying water and wastewater services to non-household business customers across England and Scotland. The company was founded in 2018 by Managing Director Steve Black following the April 2017 deregulation of the English non-household water market, building on the predecessor Smarta Environment. Smarta Water operates under English and Scottish retail water and sewerage licences granted in 2018 and serves verticals including hospitality, education, retail and property, manufacturing, and public services, with named customers such as Leeds Rhinos Rugby Club and Bannatyne Health Clubs.

The company's core technology is the Smarta Utilities Monitoring System (SUMS), a proprietary real-time water consumption monitoring platform that captures usage data as frequently as every 15 minutes, supported by Automated Meter Reading (AMR) infrastructure and the Smarta Logger device with built-in leak-detection alarms. Around SUMS, Smarta Water offers trade effluent compliance services, water and wastewater supply, consolidated multi-site billing (branded Pay Smarta), and a water efficiency and hardware device line covering items such as water-free urinals, displacement devices, and rainwater harvesting systems. Customer-facing value propositions emphasise leak detection (cited case-study savings of £63,000 from burst-pipe early warning and £64,000 in annual savings), consumption reduction (38% bill reduction referenced in one testimonial), and consolidated billing across multiple meters and sites.

Smarta Water generates revenue through recurring subscription-style charges for water and wastewater supply, trade effluent management, monitoring services, and consolidated billing, supplemented by hardware sales of water-efficiency devices. The go-to-market motion is direct B2B sales via phone (0333 300 1878), website, and email, with a referral channel into sister company Smarta Energy for integrated water-and-energy offerings. Pricing is bespoke and consumption-based; no public tariff schedules are published. In 2024 Smarta Water formalised a partnership with sister company Smarta Energy to offer combined utility management, including a Green Team Challenge programme, and both companies have publicly stated plans to integrate AI into their systems for predictive maintenance.

Name

Smarta Water

Legal name

Smarta Water Limited

Website

https://smartawater.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Smarta Water is an independent UK water retailer serving non-household business customers in England and Scotland, offering water and wastewater supply, trade effluent compliance, and a proprietary real-time monitoring platform (SUMS) for leak detection and consumption analytics.

Ownership category

akta.pro rank

Product category

Commercial Water Retail Services

NAICS

Water, Sewage and Other Systems (2213), Totalizing Fluid Meter and Counting Device Manufacturing (334514)

SIC

Water Supply (4941), Totalizing Fluid Meters & Counting Devices (3824)

akta.pro primary industry

Advanced Metering Infrastructure (AMI) & Smart Meter Analytics (Meter Data for NRW) (EUANAKAC)

akta.pro secondary industry

Water & Wastewater Utility IoT (SCADA, Leak/Quality Monitoring) (EUADAPAK)

Keywords

• Commercial water retail
• Wastewater management services
• Trade effluent compliance
• Water consumption monitoring
• Leak detection services

Headquarters

HQ city

Morley

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Water Supply Services: Retail supply of water to non-household businesses across England and Scotland, providing clean water supply services.
2. Wastewater Management Services: Collection, treatment, and management of wastewater and trade effluent from commercial and industrial customers.
3. Trade Effluent Services: Management and compliance services for businesses discharging industrial wastewater, including consent applications and ongoing regulatory compliance.
4. SUMS Monitoring Services: Real-time monitoring and analytics subscription providing leak detection, consumption insights, and usage alerts across customer sites.
5. Water Efficiency & Device Sales: Installation and sale of water-saving devices including efficient showerheads, displacement devices, water-free urinals, and rainwater harvesting systems.
6. Consolidated Billing Services: Single invoice service bundling water, wastewater, trade effluent, and drainage charges across multiple meters and sites.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Smarta Water is an independent non-household water retailer licensed in England and Scotland that supplies clean water, manages wastewater and trade effluent, and provides real-time consumption monitoring via its proprietary SUMS platform. Its offering is built around a portfolio of services including water and wastewater supply, trade effluent compliance, automated meter reading, consolidated billing, water efficiency devices, and the Smarta Logger leak detection hardware.

Product overview

Smarta Water is a specialist business water consultancy offering a unified portfolio of water management services to organisations across England and Scotland. The core offering centres on the Smarta Utilities Monitoring System (SUMS), a real-time consumption monitoring platform that tracks water usage every 15 minutes, supported by Automated Meter Reading (AMR) technology and the Smarta Logger alarm device. This is complemented by Water & Wastewater Management and Trade Effluent compliance services, with Water Efficiency & Devices and Consolidated Billing (branded as Pay Smarta) as key add-on capabilities. Together, these products provide businesses with leak detection, usage analytics, billing consolidation, and water-saving device installation under a single consultancy engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Water & Wastewater Supply Retail supply of clean water and wastewater management services to non-household commercial and industrial customers across England and Scotland, including grey water reuse identification and wastewater reduction analysis.
• Trade Effluent Services

Quantifiable outcome

• 38% reduction in water bills
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Smarta EnergycoreStrategic or Co-development Partner · 1 January 2024In 2024, Smarta Water partnered with sister company Smarta Energy (founded by Lee Jacques and Kieran Dixon) to provide clients with fully integrated water and energy consumption management. The collaboration allows customers to manage both utilities under one roof, simplifying billing and enabling combined sustainability strategies. Both companies plan to integrate AI into their systems for predictive maintenance capabilities.
• Water Industry Commission for ScotlandcoreOthersSmarta Water submitted application to the Water Industry Commission for Scotland for water services and sewerage services licence in January 2018. The company received approval to operate in Scotland for non-household water retail.
• Andy Smedley (Northumbria Water)minorStrategic or Co-development PartnerAndy Smedley, an engineer from Northumbria Water, collaborated with Steve Black in 2008-2009 to develop the original water monitoring technology that led to the creation of Smarta Environment and subsequently Smarta Water.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Castle Water: Castle Water is the largest independent business water retailer in the UK, serving non-household customers across England and Scotland. It is a direct competitor to Smarta Water in retail water supply, wastewater, and trade effluent services.
• Business Stream: Business Stream is a licensed water and wastewater retailer primarily focused on Scottish business customers, with a wider UK presence. It directly competes with Smarta Water for non-household customers, particularly in Scotland where Smarta holds a retail licence.
• Water Plus: Water Plus is one of the largest business water retailers in the UK, formed as a joint venture between United Utilities and Severn Trent. It competes directly with Smarta Water in supplying water and wastewater to non-household customers across England and Scotland.
• Wave (Source for Business): Wave, rebranded as Source for Business, is a UK business water retailer supplying water, wastewater, and trade effluent services. It is a direct competitor to Smarta Water in the deregulated non-household water market.
• Waterscan: Waterscan is a UK water management specialist providing water audits, bill validation, leak detection, and consumption monitoring to businesses. Its data-driven service offering overlaps directly with Smarta Water's SUMS monitoring and efficiency services.

Broad incumbents

• Veolia UK: Veolia is a large global environmental services group with a UK water and waste management business serving industrial and municipal customers. It is a broader incumbent whose water management, effluent treatment, and efficiency services overlap with Smarta Water's trade effluent and efficiency offerings.
• Northumbrian Water (NWG): Northumbrian Water Group is an integrated water utility operating in the North East of England, with both wholesale and retail activities. As both a wholesaler supplying Smarta Water and a retailer serving some non-household segments, NWG is a broader market participant with overlapping water and wastewater service capabilities.

Emerging players

• Everflow: Everflow is a multi-utility broker in the UK supplying water, gas, and electricity to businesses. It competes with Smarta Water for non-household water customers and offers a similar cross-utility bundle model.
• Love Energy Savings: Love Energy Savings is a UK business utility broker offering water, energy, and telecoms brokerage with switching and account management services. Its consultative switching approach and water supply offering make it a partial competitor to Smarta Water.

Others

• Smarta Energy: Smarta Energy is a UK business energy supplier and the sister company of Smarta Water, founded by Lee Jacques and Kieran Dixon. Since 2024 it has been a strategic partner of Smarta Water for cross-selling water and energy, with a roadmap to integrate AI for predictive maintenance.

Market position

Strengths4 records

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/smartawater
• LinkedInlinkedin.com/company/smartawater

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Smarta Water