Pure Utilities

What Pure Utilities does

Pure Utilities (legal entity Pure (CGV) Limited, registered in England and Wales, Company No. 09548345) is a privately-held Licensed Provider of water and wastewater retail services to non-household (business) customers in Scotland. The company was incorporated on 17 April 2015 and entered the Scottish market on 26 February 2016 after being granted a licence by the Water Industry Commission for Scotland (WICS). Its registered office is in Preston, England, but its operating geography and customer base are entirely Scottish. Pure Utilities serves all business sizes, from small shops to large multi-nationals, including multi-site operators and trade-effluent customers with bespoke supply arrangements.

The company's core technology is a retail water-billing platform integrated with the Central Market Agency (CMA Scotland) central market systems, processing Supply Point IDs (SPIDs), billing, customer accounts, and Gap Site registrations for non-household customers. It layers proprietary operational features on top: Smart Meters and Automatic Meter Readers (AMR) producing dynamic consumption reports and leak detection, a web-based meter-read submission tool with photo validation, paperless eBilling, a Gap Site identification and registration workflow, and integrations with GoCardless (Direct Debit) and Stripe (card payments). It also participates in the CMA-hosted Scottish Landlord Portal for automated occupancy updates.

Pure Utilities generates revenue primarily by adding a retail margin on top of Scottish Water's wholesale charges, which are passed through to non-household customers on a cost basis under WICS's annual Default Directions. Wholesale charges rose 8.67% for 2026/27, passed directly to retail bills. The company supplements this usage-based stream with Fixed Term Contract pricing (multi-year subscriptions offering preferential rates), bespoke quotations for non-standard customers such as trade-effluent premises, and a layered discount stack (5% Direct Debit via GoCardless, additional eBilling and multi-site discounts). Go-to-market is sales-led via a UK-based inside-sales Business Development Team (phone and email), supported by an event-driven Gap Site conversion motion, content marketing, and a self-serve online customer portal. The company ranked 46th in the Ward Hadaway North West Fastest 50 Awards (2022).

Name

Pure Utilities

Legal name

Pure (CGV) Limited

Website

https://pureutilities.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Utilities is a privately-held Licensed Provider, registered in Preston (England), that retails water and wastewater services to non-household business customers across Scotland under a WICS licence, earning a retail margin on pass-through Scottish Water wholesale charges via direct sales, Gap Site conversion, and a self-serve online portal.

Ownership category

akta.pro rank

Product category

Retail Water Utility Services

NAICS

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

SIC

Electric, Gas & Sanitary Services (4900), Water Supply (4941)

akta.pro primary industry

Regulatory Compliance Monitoring & Reporting (SDWA/CWA/NPDES, permits, audits) (EUANAJAA)

akta.pro secondary industries

Customer Billing & Revenue Management (rate configuration, billing, adjustments, revenue assurance) (EUANAIAC), Public Health & Consumer Confidence Reporting (CCR, boil-water advisories, notifications) (EUANAJAL)

Keywords

• Retail water services
• Wastewater services
• Licensed water provider
• Non-household water supply
• Water bill management

Headquarters

HQ city

Preston

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Retail Water and Wastewater Charges: Pure Utilities acts as a retail Licensed Provider billing non-household customers in Scotland. Revenue is generated by adding a retail margin on top of Scottish Water's wholesale charges (which are passed through to customers on a cost basis). For 2026/27, wholesale charges increased by 8.67% and this is passed directly through to retail customer bills. Bills are calculated based on either meter readings or Rateable Value (RV) of the premises. The retail charging framework is set annually by the Water Industry Commission for Scotland (WICS) through Default Directions.
2. Fixed Term Contract Pricing: PURE offers preferential rates via Fixed Term Contracts to non-household customers. Customers with a fixed-term contract may receive alternative discounted rates versus the standard services and pricing document. Also, additional discounts available via Direct Debit (5%), eBilling, and Multi-site Contracts.
3. Non-Standard / Trade Effluent Services: PURE produces competitive, bespoke quotations for non-standard customers, such as premises with trade effluent supplies. Bespoke quotations tailored to specific business needs.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Pure Utilities is a Licensed Provider of water and wastewater services to non-household (business) customers in Scotland. It bills business customers on behalf of wholesale supplier Scottish Water, adding a retail margin on pass-through wholesale charges, and offers competitive retail tariffs, Fixed Term Contracts, multi-site consolidated billing, trade effluent quotations, and a Gap Site registration service for unregistered premises.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Water Supply Service Licensed Provider retail water supply billed to non-household Scottish business customers, based on metered consumption or Rateable Value, with wholesale pass-through charges set by Scottish Water.
• Retail Wastewater and Drainage Service Licensed Provider retail wastewater/sewerage and drainage services billed to non-household Scottish business customers alongside water supply.
• Trade Effluent and Non-Standard Supply Service

Quantifiable outcome

• 5% discount automatically applied to water charges when paying by Direct Debit
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Scottish WaterflagshipOthersScottish Water is the wholesale provider of water and wastewater services in Scotland. Pure Utilities, as a Licensed Provider, acts as the billing interface to non-household customers. Wholesale charges are determined by Scottish Water and recovered by retailers (such as PURE) on a pass-through basis. For 2026/27, Scottish Water's primary wholesale charges increased by 8.67%, effective 1st April 2026. PURE also works with Scottish Water on the Gap Site registration process, meter installations, and reissuing Scottish Water announcements to customers.
• Water Industry Commission for Scotland (WICS)flagshipOthersWICS is the industry regulator that granted Pure Utilities its license to operate as a Licensed Provider in the Scottish water market (license granted 26-Feb-2016). WICS sets the regulatory framework for retail charges via annual Default Directions, and operates industry support schemes such as the Charges Relief Scheme and Wholesale Charge Deferral Scheme during COVID-19.
• Central Market Agency (CMA Scotland)coreTechnology or IntegrationCMA Scotland operates the central market systems used by Licensed Providers including PURE. It hosts the Scottish Landlord Portal (slp.cmascotland.co.uk) which allows commercial landlords to update occupancy details that are automatically shared with the relevant Licensed Provider. PURE processes personal data internally and via the CMA to carry out its functions as a Market Licensed Provider.
• GoCardlesscoreTechnology or IntegrationGoCardless provides the Direct Debit payment processing infrastructure for Pure Utilities. Customers complete online Direct Debit setup at pay.gocardless.com/AL00006XD7ZKTM to activate a 5% discount on water charges.
• Water UKminorOthersWater UK is the industry body representing water companies in the UK. Pure Utilities republished Water UK's guidance on recovering drinking water supplies after prolonged inactivity (during COVID-19 lockdown) and on legionella risks.
• Ward Hadaway / Greater Manchester Chamber of CommerceminorGTM or Marketing PartnerWard Hadaway (Manchester Office) in association with The Greater Manchester Chamber of Commerce runs the annual Ward Hadaway North West Fastest 50 Awards, in which Pure Utilities was ranked 46th in 2022. Liz Bottrill, Executive Partner at Ward Hadaway's Manchester Office, provided commentary on the awards.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/pureutilities
• Facebookfacebook.com/pureutilities
• LinkedInlinkedin.com/company/pure-cgv-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Pure Utilities