Steele Plumbing, Inc.

What Steele Plumbing, Inc. does

Steele Plumbing, Inc. is a family-owned and operated plumbing services company founded in 2003 and headquartered at 8920 Activity Rd in San Diego, California. The company provides residential and commercial plumbing installation, repair, and 24/7 emergency services across San Diego County, with additional offices in El Cajon and San Marcos. Service offerings are organized into four core categories: Plumbing Installation & Repair (slab leak repair, water line repipes, water heaters, sump pumps, fixture installs, water saving systems), Sewer & Drain (camera inspections, snaking, hydro jetting, trenchless pipe repair), Water Treatment (Flow-Tech filtration, anti-scaling systems, backflow prevention via Wilkins devices), and Other Services (bathroom remodels, gas line installation and leak repair). The technology base is standard trades equipment (drain snakes, hydro jetting systems, sewer cameras) with no proprietary software platforms. Owners Brett Soliday and his daughter Neilah Soliday lead the business, holding PEX, PE Gas, WardFlex, and Copper pipe installation certifications and PHCC San Diego membership.

The business model combines transactional professional services with a recurring subscription layer. Primary revenue comes from quote-based plumbing jobs (slab leak repair, water line repipes, drain cleaning, water heater installation, fixture work, emergency repairs), supplemented by product sales (water heaters, tankless systems, Flow-Tech filtration, fixtures) and commercial work (grease trap maintenance, backflow testing, property management contracts). The Gold Membership Plan adds a recurring revenue stream via annual or monthly subscriptions that include priority scheduling, waived dispatch fees, 10% off repairs, and annual inspections. Go-to-market is direct-to-consumer and local, driven by 100+ Google five-star reviews, San Diego Magazine and Angi award recognition, social media presence on Facebook, Instagram and YouTube, referral programs, and promotional codes. Customers include residential homeowners (primary), commercial properties, property managers, general contractors, and landlords/tenants, with geographic reach across all of San Diego County from Oceanside to Otay Mesa.

The firm operates with a stated headcount of 1-10 employees, dispatches fully-stocked trucks from three regional offices, and currently maintains an active hiring page, signaling ongoing capacity buildout. Pricing is quote-based and not publicly disclosed; promotional offers include $500 off tankless water heater installation, 25% off first service for new clients, 10% off full line replacements, and bundle discounts on whole-home filtration and tankless heater packages. The company holds no patents, has no disclosed funding or institutional investors, and reports no revenue figures publicly. Strategic brand positioning centers on longevity since 2003, lifetime workmanship warranty (with exclusions), licensed/bonded/insured status, certified technicians, and 24/7 emergency availability.

Name

Steele Plumbing, Inc.

Legal name

Steele Plumbing, Inc.

Website

https://steeleplumbing.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

Steele Plumbing, Inc. is a family-owned plumbing services company founded in 2003, providing residential and commercial installation, repair, 24/7 emergency service, and a Gold Membership subscription program across San Diego County from offices in San Diego, El Cajon, and San Marcos.

Ownership category

akta.pro rank

Product category

Residential & Commercial Plumbing Services

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (23822)

SIC

Water, Sewer, Pipeline, Comm & Power Line Construction (1623)

akta.pro primary industry

Pipe Installation, Repair & Repiping (HSAOAAAB)

akta.pro secondary industries

Plumbing Inspection, Preventive Maintenance & Code Compliance (HSAOAAAI), Minor Plumbing Repairs (Leaks, Faucets, Toilets, Drains) (HSAGAAAC), Water Heating Accessories & Plumbing Connection Kits (Connectors, Hoses, Traps) (IMADALAG)

Keywords

• Residential plumbing services
• Commercial plumbing services
• Emergency plumbing repair
• Drain cleaning services
• Water heater installation

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Plumbing Services: Revenue generated from plumbing installation, repair, and maintenance services including slab leak repair, water line repipes, drain cleaning, water heater services, fixture installation, and emergency repairs. Services are billed at quoted rates based on job complexity.
2. Gold Membership Plan: Annual or monthly subscription program providing members with priority scheduling, waived dispatch fees, 10% off repairs, annual inspections, and plumbing health reports. Recurring revenue stream from loyal customers.
3. Product Sales: Revenue from sales and installation of plumbing products including water heaters, tankless water heaters, water filtration systems (Flow-Tech), fixtures, and related equipment.
4. Commercial Services: Services to commercial customers including restaurants (grease traps), commercial buildings, and property management companies with preferred pricing arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Steele Plumbing, Inc. is a family-owned full-service plumbing company that provides residential and commercial plumbing installation, repair, maintenance, and 24/7 emergency services across San Diego County. Core offerings include plumbing installation and repair (slab leaks, water line repipes, water heaters, fixtures, sump pumps), sewer and drain services (camera inspections, drain cleaning, hydro jetting, trenchless pipe repair), water treatment (Flow-Tech filtration and anti-scaling systems, backflow prevention), gas line work, bathroom remodels, and a recurring Gold Membership maintenance plan.

Product overview

Steele Plumbing, Inc. is a family-owned, full-service plumbing company serving San Diego since 2003. The company operates as a single unified service offering rather than a platform-plus-modules architecture, providing comprehensive plumbing installation, repair, and maintenance services. Their core service categories include Plumbing Installation & Repair (covering slab leaks, water line repipes, fixture installs, water heaters, sump pumps, and water saving systems like pressure regulators and tankless water heaters), Sewer & Drain Services (including camera inspections, drain cleaning via snaking and hydro jetting, and trenchless pipe repair), Water Treatment Services (featuring Flow-Tech water filtration and anti-scaling systems, plus backflow prevention), and Other Services (bathroom remodels and gas line work). They also offer a Gold Membership Plan for ongoing maintenance and a 24/7 Emergency Service for urgent issues. The company holds PEX, PE Gas, WardFlex, and Copper pipe installation certifications and is a member of the San Diego PHCC.

Differentiator

Problem solved

Functional benefit

Products and services

• Plumbing Installation & Repair

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Flow-TechcoreTechnology or IntegrationSteele Plumbing installs Flow-Tech water filtration systems and anti-scaling water conditioning systems. They offer the Flow-Tech Home Max, Flow-Tech Pure, and Flow-Tech Home Anti-Scale System products with a 100% money-back guarantee.
• Plumbing-Heating-Cooling Contractors Association (PHCC) San DiegominorOthersSteele Plumbing maintains membership in the San Diego branch of the PHCC as part of their professional certifications and industry standing.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Others

• Angi (formerly Angie's List): Home services marketplace and lead-generation platform that connects homeowners with local plumbers. Comparable as the demand-side channel and review platform through which plumbing service customers are acquired and validated.
• Wilkins (Zurn Industries): Manufacturer of backflow prevention devices that Steele Plumbing exclusively installs. Comparable as a critical product supplier for Steele's backflow testing, repair, and prevention service line.
• Flow-Tech: Manufacturer of whole-home water filtration and anti-scale systems that Steele Plumbing installs and resells. Comparable as a key product partner and as a category-defining brand in water treatment that Steele monetizes through installation.

Broad incumbents

• Roto-Rooter: National plumbing and drain cleaning franchise with strong San Diego presence. Comparable across plumbing installation, repair, drain cleaning, and 24/7 emergency service — competes head-on across Steele's core offerings.
• Mr. Rooter Plumbing: National franchised plumbing service brand. Comparable as a residential and commercial plumbing installation and repair provider with broad marketing reach and standardized service offerings.
• ARS / Rescue Rooter: Multi-state residential services operator (American Residential Services) offering plumbing, HVAC, and drain services. Comparable across service lines, membership programs, and emergency response positioning.
• Benjamin Franklin Plumbing: National franchise focused on residential plumbing repair, replacement, and emergency services. Comparable in service mix, on-time guarantees, and uniformed technician positioning.

Regional players

• Reliable Plumbing & Drain: Southern California plumbing service provider. Comparable as a regional competitor offering residential and commercial plumbing installation, repair, and drain services in a similar market.
• ASAP Drain Guys & Plumbing: San Diego–area plumbing and drain specialist. Comparable as a local competitor offering drain cleaning, hydro jetting, sewer repair, and general plumbing for residential and commercial customers.

Direct peers

• Bill Howe Plumbing: San Diego-based full-service plumbing, heating, and air conditioning company. Directly comparable as a multi-trade, multi-location residential and commercial service provider competing in the same metro.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/steeleplumbing
• YouTubeyoutube.com/@steeleplumbing
• LinkedInlinkedin.com/company/steele-plumbing

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 Steele Plumbing, Inc.