Monona Plumbing and Fire Protection

What Monona Plumbing and Fire Protection does

Monona Plumbing and Fire Protection is a privately held, family-owned trade-services contractor founded in 1977 and headquartered in Madison, Wisconsin, with a secondary retail showroom in Monroe, WI. The firm operates four integrated service divisions: residential plumbing (repairs, remodels, drain cleaning, water heaters, water filtration, sewer and water lines); commercial plumbing (design, fabrication, installation, and service for business properties, self-performed across all project phases); fire protection (estimation, design, fabrication, installation, service, and inspection of fire sprinkler systems for new construction and retrofits); and Monona Underground, a wholly owned division providing excavation, grading, and installation of sanitary sewer, storm sewer, and water main systems with 30+ years of experience. The company serves Dane County and surrounding Wisconsin communities including Sun Prairie, Verona, Janesville, Baraboo, Beaver Dam, and at least 20 additional locations, supported by 101-250 employees.

The firm's revenue model is project-based professional services revenue across the four divisions, with no disclosed pricing tiers or rate cards. Demand is captured through a direct-to-consumer motion: a 24/7 staffed phone line, website contact forms, and a physical Monroe showroom. Financing is offered on qualifying jobs, lowering friction on larger installations. The primary customer segments are residential homeowners and commercial businesses, with secondary personas in property managers and builders/contractors; only one named enterprise customer (Royalty Arms Apartments) is publicly disclosed, indicating a long-tail, fragmented customer base rather than anchor-account concentration. Brand reputation is reinforced by Madison Magazine Best of Madison awards earned in each of 2021-2025 and a 4.7-star Google rating across 351+ reviews.

No proprietary technology platforms, AI/ML capabilities, APIs, patents, or integrations are referenced in the input. Service delivery relies on standard plumbing and fire-protection tooling, fully stocked service vehicles, licensed and certified plumbers, and an in-house fire-protection design team. Marketing is executed through an educational blog, local SEO targeting Wisconsin community pages, social sharing, Google review management, and community sponsorships.

Name

Monona Plumbing and Fire Protection

Legal name

Monona Plumbing and Fire Protection

Website

https://mononapfp.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

101–250 employees

Short description

Monona Plumbing and Fire Protection is a family-owned Wisconsin trade-services contractor founded in 1977, serving residential, commercial, and municipal clients across Dane County with plumbing, fire sprinkler, and underground utility work delivered 24/7.

Ownership category

akta.pro rank

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Plumbing Services: Revenue from residential plumbing services including repairs, installations, remodels, and emergency services for homeowners. Services include bathroom and kitchen plumbing, toilet repairs, sewer and water line services, pipe repairs, garbage disposal services, water filtration, drain cleaning, and water heater services.
2. Commercial Plumbing Services: Revenue from commercial plumbing projects including design, fabrication, installation, and service for business properties. The company self-performs all phases of commercial plumbing projects.
3. Fire Protection Services: Revenue from fire sprinkler system solutions including estimation, design, fabrication, installation, service, and inspection. Both new construction and retrofit projects are handled.
4. Monona Underground Site Work: Revenue from underground utility contracting including excavation, grading, and installation of sanitary sewer, storm sewer, and water main systems.
5. Financing and Payment Plans: The company offers approved financing on qualifying jobs and payment plans, suggesting revenue recovery through financing arrangements or referral fees.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Monona Plumbing and Fire Protection provides residential and commercial plumbing (repairs, installations, remodels, drain cleaning, water heaters, sewer and water lines, water filtration), commercial construction plumbing, fire protection sprinkler system design/fabrication/installation/inspection, and underground utility contracting through its Monona Underground division. The company supports all services with 24/7 emergency response, fully stocked service trucks, financing on qualifying jobs, and a working showroom in Monroe, WI.

Product overview

Monona Plumbing & Fire Protection operates as a multi-service plumbing and fire protection company serving Dane County, Wisconsin and surrounding areas since 1977. The company is organized into four primary service divisions: Residential Plumbing Services covering home plumbing needs including repairs, installations, remodels, and maintenance; Commercial Plumbing Services handling business plumbing projects from design through installation; Fire Protection Services providing comprehensive fire sprinkler system solutions including design, installation, and inspection; and Monona Underground, a dedicated underground utility contractor division with over 30 years of experience in site work and excavation. The company also operates a showroom in Monroe, WI and provides 24/7 emergency services. These divisions function as integrated service offerings under a single company, unified by shared management, certified technicians, and a commitment to residential and commercial customers across the Madison and Monroe, WI service area.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Plumbing Services Comprehensive residential plumbing solutions covering repairs, installations, remodels, inspections, maintenance, drain cleaning, water filtration/softener systems, and water heater services for homeowners in Dane County, WI and surrounding communities.
• Commercial Plumbing Services Expert commercial plumbing services for business properties including design, fabrication, installation, service, special projects, and commercial construction, with every phase self-performed by Monona's licensed and experienced plumbers.
• Fire Protection Services Complete fire sprinkler system solutions — estimation, design, fabrication, installation, service, and inspection — for new construction and retrofit projects, ensuring compliance with state and local fire safety regulations.
• Monona Underground Site Utility Contracting Earthwork and site utility services from the Monona Underground division of Monona Plumbing and Fire Protection, covering excavation, grading, and installation of sanitary sewer, storm sewer, and water main systems for residential and commercial construction projects.
• 24/7 Emergency Plumbing Services Round-the-clock emergency plumbing response available 365 days a year for burst pipes, sewer backups, water heater failures, and other urgent issues, with same-day response and after-hours troubleshooting by live staff.
• Monroe, WI Plumbing Showroom Working showroom at 121 W 7th St, Monroe, WI featuring complete bathroom and kitchen displays where homeowners, builders, contractors, and designers can compare products, materials, and styles before purchasing.

Quantifiable outcome

• Most service calls scheduled within 24 hours
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Frantz Company: Wisconsin mechanical contractor offering plumbing, HVAC, and building services. Comparable to Monona in service scope and Wisconsin commercial/residential customer base.
• J.F. Ahern Co. Wisconsin-based mechanical and fire protection contractor with similar multi-division structure covering plumbing, HVAC, and fire protection. Closely comparable in service mix, Wisconsin geographic footprint, and customer profile to Monona Plumbing and Fire Protection.
• Hooper Corporation: Madison, Wisconsin-based mechanical contractor providing plumbing, HVAC, fire protection, and electrical services. Directly comparable as a Wisconsin mechanical contractor serving commercial and industrial customers in the same Dane County market.
• Thielmann Group: Wisconsin-based plumbing, heating, and cooling contractor serving residential and commercial customers. Comparable in service scope and Wisconsin regional focus to Monona's residential and commercial plumbing operations.
• Custom Mechanical: Wisconsin-based plumbing, HVAC, and mechanical services contractor. Comparable in service mix (plumbing plus heating/cooling) and Midwest regional operating model to Monona's multi-division offering.

Broad incumbents

• Roto-Rooter: National plumbing, drain cleaning, and water damage services franchise with significant Madison/Wisconsin presence. Directly comparable to Monona's residential plumbing and emergency service lines, but operates at vastly greater national scale with brand-driven lead generation.
• Boldt Company: Wisconsin-based general contractor and construction services firm that delivers large-scale commercial projects requiring plumbing and fire protection subcontractors. Comparable as a Wisconsin construction ecosystem participant, though broader than Monona's specialty trade focus.
• Mr. Rooter Plumbing: National plumbing franchise under Neighborly brand offering residential and commercial plumbing services. Competes directly with Monona in the Wisconsin service area on residential service calls and emergency plumbing.

Others

• Kohler Generators / Power Systems (Wisconsin utilities ecosystem): Adjacent Wisconsin-based infrastructure services provider in the broader water/utility ecosystem. Included as a regionally adjacent Wisconsin infrastructure participant relevant to Monona Underground's water main and sewer utility customer base.

Regional players

• H.J. Pertzborn Plumbing: Wisconsin plumbing contractor serving the Janesville and southern Wisconsin region. Comparable as a long-established Wisconsin residential and commercial plumbing competitor operating in an adjacent geographic territory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mononapfp
• LinkedInlinkedin.com/company/3744120

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Monona Plumbing and Fire Protection