Built by the people who watched utilities struggle with this from the inside.
Service ID is the decision intelligence platform for the Lead and Copper Rule era — founded on the conviction that the water sector deserves better tools, sharper data, and software that respects the regulatory complexity utilities navigate every day.
RJ Pire spent a decade in water regulation before building the tool he wished utilities had.
Before founding Service ID, RJ Pire spent nearly ten years on the regulatory side of Wisconsin's water sector — at the Department of Natural Resources and the Public Service Commission. As statewide liaison to more than 578 utilities, he watched the same patterns play out again and again: utilities forced into expensive verification methods, capital strategies disconnected from inventory data, and institutional knowledge walking out the door with retiring operators, engineers, and field staff.
When the Lead and Copper Rule Improvements landed, RJ saw a generational compliance challenge being met with off-the-shelf tools and predictive guesswork. He also saw an opportunity — to build the decision intelligence platform utilities actually deserved. Service ID is the result.
“Utilities don't need another vendor telling them what's in the ground. They need a partner who understands what it takes to actually fix it — and how to pay for the work.”
— RJ Pire, Founder & CEO
The water sector is facing the most expensive forced procurement event in its history.
By November 2027, every U.S. water utility must begin replacing 10% of its lead service lines annually. Most utilities don't yet know how many they have. Most don't yet know where the funding will come from. And most are being sold tools built for an inventory problem when their actual problem is a strategic one.
Verified beats predicted.
Predictive models tell utilities what's probably underground. Service ID tells them what is — with photo evidence stored against every classification. When the regulator asks, you have the proof.
Compliance is a capital problem.
LCRI compliance isn't an inventory exercise — it's a capital strategy. Every utility that succeeds will be the one that mapped its replacements to the right funding sources at the right time.
Institutional knowledge compounds.
The utilities that get this right won't just verify their inventories — they'll build a system of record that captures every decision, every funding match, and every hard-won lesson from the operators, engineers, and staff who know how the system actually runs.
A focused team backed by the institutions building water's future.
Service ID is led by a founder with deep regulatory experience, supported by accelerator partners, research programs, and competitions that have validated the platform from inception.
Water Council Global Tech Challenge
Runner-up among 50+ submissions from 23 countries — recognized as one of the most promising water-tech innovations globally.
WI Governor's Business Plan Competition
2nd Place, Technology Category, 2025. Recognized by the State of Wisconsin as a leading early-stage technology company.
NSF I-Corps
Completed the National Science Foundation's I-Corps program, including 31 customer discovery interviews validating Service ID's product-market fit.
gener8tor MKE 2025
Selected for gener8tor's flagship 12-week accelerator program in Milwaukee — providing capital, intensive mentorship, and access to gener8tor's national investor and operator network. One of Wisconsin's most competitive early-stage programs.
Madworks 2026
Selected for the 2026 Madworks Accelerator at StartingBlock Madison — supporting early-stage founders with mentorship, working space, and direct connection to Madison's startup ecosystem.
Wisconsin DNR & PSC Background
Service ID's founder spent nearly a decade as statewide utility liaison at the Wisconsin Department of Natural Resources and Public Service Commission — providing the regulatory foundation that shapes every workflow on the platform.
WORK WITH US
If you're a utility, a funder, or a partner thinking seriously about LCRI — we should talk.
Service ID is actively partnering with utilities, accelerators, and engineering firms shaping the LCRI compliance landscape.