Service ID offers faster, cheaper path to lead-free water

As part of MKEStartup.News’ exploration of Wisconsin’s regional startup ecosystems, we’re spotlighting standout innovators from the Madison Region this week.

As of 2023, the Environmental Protection Agency (EPA) estimates that about 9 percent of all water service lines in the United States are made of lead, amounting to roughly 9.2 million lead pipes nationwide. A survey conducted by the organization found that every U.S. state still has some lead water pipes, with the largest numbers located in Florida (12.6% of the national total) and Illinois (11.4%).

In 2018, the federal government enacted America’s Water Infrastructure Act requiring water utilities to document, assess, and routinely update information on the water lines and related infrastructure that deliver drinking water to homes. This law should eventually create a lead-free water supply across the nation. But it will take a lot of time and money to implement.

RJ Pire spent nearly a decade regulating Wisconsin’s water utilities through the Department of Natural Resources and the Public Service Commission. That experience gave him firsthand insight into the challenges utilities face in complying with new lead and copper regulations, and the inefficiencies inspired him to design a simpler solution.

Pire, a Madison-based entrepreneur, believes the nation’s lead pipe crisis is solvable and that utilities can tackle the problem faster and for a fraction of the current cost. He founded Service ID, a company that uses machine learning and computer vision to help utilities inventory residential service lines by letting homeowners snap a simple photo of their water meter, instead of waiting for an in-person inspection.

The solution, already piloted by the Verona Water Utility, offers a way for utilities to meet the federal requirements for lead and copper pipe identification while saving significant time and money. Pire spoke with MKE Startup.News (MSUN) about how Service ID works, why utilities are eager for an easier solution, and why he’s optimistic the lead crisis can be solved.

MSUN: What problem does Service ID solve?
Pire: Coming out of Flint, Michigan, and the lead crisis there, the EPA updated some of the requirements that utilities face in regulating lead and copper, but particularly lead. One key feature is that utilities must now maintain a comprehensive inventory of all the service lines—the pipes that run from the main into a home.

The challenge is that utilities have never tracked the part of the pipe that runs under private property because it’s owned by the homeowner. Now, they’re held to a new standard requiring them to know what those pipes are made of. Traditionally, utilities have scheduled appointments and sent people out for inspections, which means homeowners have to wait for someone to come, like waiting for the cable guy. I felt there had to be a better way.

MSUN: How does Service ID make the process easier?
Pire: We built a machine learning and computer vision tool that allows the homeowner to take a picture and do all that work for the utility. It’s as easy as mobile banking. People take a picture with their smartphone, it’s automatically analyzed, and the utility gets the information it needs.

MSUN: Is this something a regular person can do without special skills?
Pire: Absolutely. There’s no app to download, just a web link the utility provides by text, email, or letter. Homeowners follow simple instructions to find their water meter, take a photo, and submit it.

In our first pilot with the Verona Water Utility, we sent just over 1,000 letters and received more than 500 responses. Of those, 94 percent successfully submitted a usable photo.

MSUN: That’s a very high success rate. Why do you think customers are so responsive?
Pire: People want to help their utilities, and they care about their own water quality. The process just needed to be simple enough. In the past, utilities asked homeowners to scratch their pipes with a penny and use a magnet to test the metal. It was complicated. Now, nearly everyone knows how to take a photo with their phone.

MSUN: How much does Service ID cost compared to traditional inspections?
Pire: We charge utilities between $15 and $40 per service line. That’s compared to EPA and NRDC estimates of $300 to $600 per manual inspection when you factor in scheduling, travel, and staff time. Our approach doesn’t require a custom model for each utility, so we can deploy quickly and affordably. The tool can identify pipes anywhere as long as the photo is clear.

MSUN: How do you ensure accuracy?
Pire: Each photo is given a confidence score. If the model is uncertain, say the image is dark or blurry, it flags that submission for manual review. We can then check the photo ourselves or send it back to the utility for follow-up. It keeps humans in the loop for such an important topic.

MSUN: How did you become so passionate about solving this issue?
Pire: Lead affects everyone, and it’s a public health crisis. The impacts on children are devastating. I have two young girls, and it concerns me deeply. To me, this is a solvable crisis. If you know where the lead is and put effort and resources behind it, you can solve the problem.

Flint, Michigan, is the most recognized example, but Washington, D.C., New Jersey, and Milwaukee have also struggled with lead pipes. If your water service was installed before 1986, it could contain lead. Pre-1960s homes are most common. Whether it’s rural or urban, utilities across the country are dealing with this challenge.

MSUN: Utilities aren’t known for moving quickly. Has that been a challenge?
Pire: It’s a known challenge, but there are innovative leaders in the utility space who are willing to take chances. Verona stepped up, even after completing its inventory, to demonstrate leadership and transparency. As more utilities see the results and the cost savings, I think adoption will grow.

MSUN: What is next for Service ID?

Pire: We’re focused on business development, talking with utility leaders across the country to help them recognize the benefits we can provide and scaling quickly to help as many communities as we can. We are also developing a full set of communication materials utilities can use, like letters, texts, and emails, to make it even easier for them to engage homeowners. The goal is to simplify every step so communities can move faster toward safe, clean water for all.