California Rural Water Association

What California Rural Water Association does

California Rural Water Association (CRWA) is a non-profit 501(c)(3) membership organization that serves over 1,150 small and rural water and wastewater utilities across California, plus tribal water systems. Founded as the California state affiliate of the National Rural Water Association, CRWA delivers an integrated bundle of training, technical assistance, engineering, insurance, contract operations, and federal advocacy to help member utilities meet state and federal compliance requirements, address workforce shortages, and finance infrastructure upgrades. Its primary programs include WaterLMS (an online learning platform with 100+ courses starting at $20), in-person certification classes, a DOL Federally Registered Apprenticeship Program (4,000 OJT hours + 307 formal training hours), the SUSP engineering and contract operations subsidiary, a Circuit Rider technical assistance program, two insurance programs (URIS and MemberGuard), and an annual Education & Exhibitor Expo. Headquarters are in Sacramento, with field staff embedded across Northern, Central, and Southern California.

CRWA's core technology layer is third-party and partner-provided rather than proprietary. WaterLMS (waterlms.com) hosts the online training catalog; on-site technical assistance is delivered by human specialists using acoustic leak detection tools, GIS mapping, and rate study methodologies; and new digital offerings are delivered through Preferred Providers — Resource Monitor (IoT metering/monitoring) and Waterly (data and asset management with SCADA integration). The 2025 launch of the Rural Water Financing Agency extends CRWA into capital markets with the Interim Loan Program and Flex Term Program, both available to governmental borrowers in all 50 states.

CRWA's business model combines recurring membership dues (amounts not publicly disclosed, described as 'low-cost') with diversified fee-for-service revenue: training and course fees, Expo registration and exhibitor/sponsorship fees, Apprenticeship Program tuition ($1,500/year or $3,000 for two years), SUSP engineering and contract operations billing, insurance referral arrangements with URIS and MemberGuard, and federal pass-through funding from EPA and USDA. Go-to-market is sales-led with strong event-driven and channel partner components: a dedicated Membership Services Manager handles direct outreach, the annual Expo drives member acquisition and Preferred Provider activations, and 13-16 vetted Preferred Providers (including CoBank, Resource Monitor, Waterly) form a curated vendor ecosystem. Pricing is tiered by membership status, with members receiving discounted training, Expo fees, and Preferred Provider offers.

Name

California Rural Water Association

Legal name

California Rural Water Association

Website

https://calruralwater.org

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

California Rural Water Association is a non-profit 501(c)(3) membership organization serving 1,150+ small and rural water and wastewater utilities across California with training, technical assistance, engineering, insurance, apprenticeship, and federal advocacy services.

Ownership category

akta.pro rank

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Annual Membership Dues: CRWA operates primarily as a membership organization. Water and wastewater utilities join as System Members, paying annual dues. Members receive training discounts, the California Water Journal subscription, free technical assistance, Preferred Provider access, and reduced Expo fees. Dues are described as 'low-cost annual dues that make essential resources accessible to even the smallest systems.'
2. Training and Education Programs: CRWA generates revenue from in-person training classes, online courses (WaterLMS), certification prep courses, and the Apprenticeship Program ($1,500/year or $3,000 for the two-year program). Members receive reduced fees vs. non-members. Free EPA-funded training programs are also offered.
3. Annual Expo Registration and Exhibitor Fees: The CRWA Annual Education & Exhibitor Expo generates revenue through attendee registration fees (members pay reduced rates; non-members pay full price), exhibitor booth fees, sponsorships, and the ATV raffle. The Expo also drives Preferred Provider activations.
4. Insurance Programs — URIS and MemberGuard: CRWA offers two insurance programs — URIS (Utility Resource Insurance Services) and MemberGuard — through which member water systems obtain property, liability, workers' comp, and other utility-specific coverage. CRWA receives referral revenue or programmatic support through these partnerships.
5. SUSP Engineering and Operations Services: The Specialized Utility Services Program (SUSP), incorporated in 2012 by CRWA, provides fee-based engineering and contract operations services including well rehabilitation, pipeline projects, treatment plant upgrades, compliance reporting, backflow testing, and operational consulting. Revenue supports SUSP operations.
6. Preferred Provider Program Fees: Providers must maintain Associate Member status in good standing, advertise in the California Water Journal, and exhibit at the CRWA Annual Expo to participate. These requirements generate membership, advertising, and exhibitor revenue while connecting members with vetted service providers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

California Rural Water Association is a non-profit 501(c)(3) membership organization providing training, technical assistance, engineering, insurance programs, and advocacy to over 1,150 small and rural water and wastewater utilities across California. Its core offerings include the WaterLMS online learning platform with 100+ courses, the DOL Federally Registered Apprenticeship Program, Circuit Rider technical assistance, SUSP engineering and contract operations services, URIS and MemberGuard insurance programs, and an annual Education & Exhibitor Expo.

Product overview

California Rural Water Association operates as a membership-based non-profit organization offering a comprehensive suite of interconnected programs and services for water and wastewater utilities. The core portfolio includes WaterLMS (online training platform) combined with In-Person Classes for workforce development, anchored by the DOL-registered Apprenticeship Program. SUSP Operations Services and SUSP Engineering provide on-the-ground utility support, while the Technical Assistance Program offers Circuit Riders for direct system support. Supporting services include URIS and MemberGuard insurance programs, the Preferred Provider Program connecting members with vetted vendors, and the annual CRWA EXPO for networking. Technology platforms include Resource Monitor (metering/monitoring), Waterly Core (data management), and Waterly Assets (infrastructure planning), all available as Preferred Provider discounts. The Rural Water Financing Agency enables project funding through loan programs. All services are designed to help California's small and rural water systems achieve compliance, operational efficiency, and workforce development.

Differentiator

Problem solved

Functional benefit

Brands

• WaterLMS: Online workforce development training platform for water and wastewater operators, managers, and Board Members offering over 100 courses.
• California Water Journal
• SUSP (Specialized Utility Services Program)
• URIS (Utility Resource Insurance Services)
• MemberGuard
• CRWA Apprenticeship Program

Products and services

• WaterLMS Online Training Platform Online learning management system providing workforce development training for water and wastewater operators, managers, and Board Members. Offers over 100 courses including Quick Contact Hours, ACR Distribution Systems, Water Distribution, and Generator Operator Training.
• CRWA Apprenticeship Program Department of Labor Federally Registered Apprenticeship Program combining 307 hours of formal training with 4,000 hours of on-the-job experience. Qualifies participants for multiple state certifications, a CSUS one-year certification, and a 2-year associate's degree in water and wastewater management.
• SUSP Operations Services Contract operations and support services including contract water/wastewater operations, Chief Plant Operator services, compliance reporting, backflow testing, cross-connection surveys, and installation projects. Delivered by SUSP's field team across California.
• SUSP Engineering Full-service engineering team specializing in water and wastewater infrastructure including well development, water storage tanks, pipeline projects, treatment plant upgrades, pump stations, source capacity studies, and grant administration.
• Technical Assistance Program (Circuit Riders) No-cost technical assistance providing Circuit Riders and specialists for water/wastewater system assessments, energy efficiency evaluations, source water protection, rate studies, GIS mapping, leak detection, and funding application assistance. Free to eligible systems.
• URIS Insurance Program Comprehensive insurance solutions for water and wastewater utilities including property, inland marine, boiler and machinery, crime, automobile liability, pollution liability, sewer backup, professional liability, employment practices liability, and excess liability coverage.
• MemberGuard Insurance Program Fully reinsured pool insurance program providing comprehensive coverage including general liability, excess liability, business auto, property, inland marine, public officials and management liability, workers compensation, and crime coverage.
• Preferred Provider Program Program connecting CRWA members with vetted service providers offering essential services including laboratory testing, leak detection, online payment solutions, legal services, rate studies, and consulting. Includes 13-16 participating providers.
• CRWA Annual Education and Exhibitor Expo Annual Education and Exhibitor Expo bringing together water professionals, exhibitors, technical experts, and utility leaders for networking, continuing education, and access to the latest industry products and services. Held annually in April.
• In-Person Training Classes Classroom-based training programs equipping students with knowledge and skills for certification tests in water distribution, water treatment, sampling techniques, and other crucial topics taught by industry professionals.
• Rural Water Financing Agency Financing program enabling borrowers to collaborate on financing governmental water projects, featuring the Interim Loan Program (fast, flexible construction financing with USDA takeout) and Flex Term Program (AA- rated tax-exempt long-term fixed-rate financing for 1-30 years).
• Chlorine Disinfection and Water Math Hybrid Course Six-hour course providing in-depth exploration of chlorine chemistry, demand and residual relationships, breakpoint chlorination, and operational considerations for water treatment efficiency and compliance. Free CRWA-funded training.
• Workforce Development - Emerging Contaminants Class Six-hour course exploring contaminants of emerging concern including toxicity, sources, and treatment modalities used to remove them from wastewater effluents.

Quantifiable outcome

• Ponderosa Basin MWC saved approximately $15,000 over 5 months (May–October 2025) vs. prior year operating months following CRWA energy efficiency recommendations ($3,374 saved in May 2025 alone).
• +1 more outcomes

Named customers3 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

Integration4 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• URIS (Utility Resource Insurance Services)coreOthersURIS is a specialized insurance program for water and wastewater utilities, providing coverage including property, inland marine, boiler and machinery, crime, automobile liability, pollution liability, sewer backup, professional liability, employment practices liability, and excess liability. URIS is promoted through CRWA membership and staffed by CRWA team members (Dustin Hardwick, Managing Agent; Erika Canham, CSR; Thomas Elisher, Project Manager). CRWA actively refers members to URIS for insurance coverage.
• MemberGuardcoreOthersMemberGuard is a fully reinsured pool insurance program providing comprehensive coverage for public utilities: general liability, excess liability, business auto, property, inland marine, public officials and management liability, workers' compensation, and crime coverage. Backed by an organization experienced with California water entity claims. Promoted through CRWA membership and referenced in CRWA articles on driver safety and fire prevention.
• National Rural Water Association (NRWA)coreStrategic or Co-development PartnerNRWA is CRWA's national parent organization, providing regulatory updates, PFAS Cost Recovery Program support, policy papers (e.g., 'Rural Water's Ripple Effect' on national security), and the Rural Water Rally advocacy platform. CRWA board members serve as NRWA Directors. The apprenticeship program is a DOL Federally Registered program developed in partnership with NRWA. NRWA's Circuit Rider program and cybersecurity advisories are delivered through CRWA.
• SUSP (Specialized Utility Services Program, Inc.)coreStrategic or Co-development PartnerSUSP is a 501(c)(3) organization incorporated by CRWA in 2012 to provide fee-based operations and engineering services to member systems. SUSP Operations provides contract water/wastewater operations, Chief Plant Operator services, compliance reporting, backflow testing, and cross-connection surveys. SUSP Engineering provides well rehabilitation, pipeline projects, treatment plant upgrades, GIS mapping, energy efficiency studies, and grant administration. SUSP is presented as an extension of CRWA's team.
• ACR PublicationsminorOthersACR Publications provides trusted training materials for water and wastewater operator certification preparation. CRWA's apprenticeship program uses ACR textbooks (Water Distribution System Construction, O&M materials) and CRWA's Membership Services Manager (Candice Jackson) administers ACR Publications. Materials are aligned with California state certification standards and are bundled into the apprenticeship program curriculum.
• Napoli Shkolnik (PFAS Cost Recovery Program)minorOthersNRWA, in partnership with Napoli Shkolnik law firm, spearheads a PFAS Cost Recovery Program to help rural water systems offset filtration and monitoring costs. CRWA promotes the program to California members. The program is in Phase 2 with a registration deadline of July 12, 2026 for systems that tested after June 22, 2023. Contact: Hank Naughton (Managing Partner) and Sam Wade (Water Consultant).
• Sacramento State — Office of Water ProgramsminorStrategic or Co-development PartnerCRWA's apprenticeship curriculum uses textbooks and materials from Sacramento State's Office of Water Programs, including Water Distribution Operations & Maintenance (Vol. 1), Water Treatment Plant (Vol. 1 Field Guide), Operation & Maintenance of Wastewater Collection Systems (Vols. 1–2), and Operation of Wastewater Treatment Plants (Vols. 1–2). The apprenticeship program qualifies graduates to apply for a one-year CSUS certification and a 2-year associate's degree in water and wastewater management at California community colleges.
• Santa Ana Watershed Project AuthorityminorOthersThe Santa Ana Watershed Project Authority was selected as a recipient of the Round 1 Regional Resilience Grant Program administered by California's Integrated Climate Adaptation and Resiliency Program (ICARP). CRWA announced this partnership as part of its building resilience initiatives in California.
• AquametricminorChannel Partner/ Reseller/ DistributorAquametric is a sponsor and exhibitor at the CRWA Annual Education & Exhibitor Expo (2026 sponsors listed: CoBank, Aquametric, Zenner USA). As an Expo sponsor and exhibitor, Aquametric gains visibility and access to CRWA's 1,150+ member water utilities.
• Zenner USAminorChannel Partner/ Reseller/ DistributorZenner USA is a sponsor and exhibitor at the CRWA Annual Education & Exhibitor Expo (2026 sponsors listed: CoBank, Aquametric, Zenner USA). As an Expo sponsor and exhibitor, Zenner USA gains access to CRWA's statewide network of water utility members.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• National Rural Water Association: CRWA's national parent organization. NRWA is the federal affiliate that provides regulatory updates, PFAS Cost Recovery Program support, the Rural Water Rally, and the apprenticeship framework — directly comparable as a membership association serving rural water systems.
• Texas Rural Water Association: State affiliate of NRWA serving Texas rural water utilities. Closely comparable operating model — membership dues, training, circuit riders, technical assistance, and annual expo — for a similar rural water system base in a different state.
• Oklahoma Rural Water Association: Another NRWA state affiliate with parallel training, TA, and apprenticeship programs. Directly comparable in mission, revenue model, and service portfolio to California's CRWA.
• Rural Community Assistance Partnership: National nonprofit network of regional RCACs providing technical assistance, training, and capacity building to small rural communities for water, wastewater, and community development — overlapping with CRWA's circuit rider and training mission.

Broad incumbents

• American Water Works Association: The dominant water industry professional association with broader (not rural-focused) membership and standards-setting role. Overlaps with CRWA in training, certification, and operator education, but serves utilities of all sizes nationally.
• Water Environment Federation: International nonprofit providing technical education, training, and certification for wastewater professionals. Overlaps with CRWA's wastewater training and certification programs but at a much broader national/international scale.
• National Association of Clean Water Agencies: Advocacy association for public wastewater and stormwater utilities. Comparable advocacy and regulatory engagement function to CRWA's Rural Water Rally work, but focused on clean water agencies nationally.
• Carollo Engineers: Large private water/wastewater engineering consulting firm. Competes with SUSP Engineering for design, treatment plant, and pipeline projects, but at much larger scale and without CRWA's member-based service model.
• Veolia Water Technologies & Outsourcing: Global water services firm operating and maintaining municipal and industrial water/wastewater systems. Competes with SUSP Operations contract services, but at much larger utility scale.

Emerging players

• WaterISURE: Specialty insurance program administrator focused on water and wastewater utilities — directly comparable to CRWA's URIS and MemberGuard programs in target market and product offering, but as a private-sector alternative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights6 records

Customer concentration

• Xx.com/calrural
• Facebookfacebook.com/CalRuralWater
• LinkedInlinkedin.com/company/california-rural-water-assn

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

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 California Rural Water Association