Large Customer Base Affinity for Business serves around 50,000 UK business customers, and merged with Castle Water in 2020 to streamline billing and service. This scale supports cross-sell opportunities for bundled water and waste services, as well as opportunities to improve billing accuracy and customer service across the SME segment.

Digital Self-Service The company launched My Account in 2017, an online portal to help customers manage water bills, indicating a mature digital engagement channel. This platform can be leveraged for upselling additional services, self-service billing, and personalized offers, supported by data from the portal.

Corporate Partnerships History of corporate partnerships such as London Heathrow Cars demonstrates capability to serve large, complex clients with dedicated water service needs. This can be leveraged to pursue similar mid-market and enterprise accounts with tailored service level agreements and bundled offerings.

CSR Selling Point Initiatives like the Time to Change mental health badges and general CSR posture signal alignment with HR and sustainability goals. Use this to appeal to procurement and ESG-minded customers when proposing supplier diversity, employee wellness, and long-term reliability commitments.

Analytics Readiness The tech stack includes analytics (Piwik), SEO (Yoast SEO), marketing pixel (Facebook Pixel), and web technologies (jQuery, Bootstrap). This implies capability to run data-driven marketing, track customer behavior, and optimize campaigns; sales can leverage this to run targeted campaigns to segments such as mid-market accounts.