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Our Story

The story of SimpleSUB Water begins with a couple of Electrical Engineering majors from the University of Colorado. Brad Alcorn and Devin Callahan were introduced by a mutual colleague from a contract engineering company focused on medical devices where they both previously worked. Recognizing their synergies, Brad and Devin quickly formed a strong partnership, leading to a decade-long friendship and successful collaboration.

During their time at a smart sprinkler system startup, Brad and Devin noticed a gap in the commercial submetering market. None of the leak detectors currently on the market were designed for multi-family properties, which meant companies had to manually check their meter dials and record readings.

So in 2019, Brad and Devin collaborated to develop an equitable, and affordable, solution to the water usage challenges faced in multi-unit buildings. Fast-forward to 2021, and we started testing SimpleSUB Water’s first prototype, on our way to securing our patent in March of 2024.

As residents of a water-scarce state and experts in connected technology, our team is committed to promoting water conservation and sustainable billing practices in multi-family and commercial spaces. We believe in listening to our customers and continuously improving our products and services to deliver the most actionable results. SimpleSUB Water isn’t just about providing another water sub-metering tool; we’re on a mission to redefine the industry with simplicity, innovation, and a deep commitment to conservation. Our journey began with a vision to create a superior solution—one that not only meets the needs of our customers but also helps preserve our precious water resources for generations to come.

Meet Our Team



Brad co-founded SimpleSUB Water in 2019, inspired by a desire to build intelligent products that solve problems and save our most precious resource, water.

Brad earned his Bachelor of Science degree in Electrical Engineering from CU Boulder. To date, he has invented or co-invented 16 patents.



Chief Technology Officer

Devin is responsible for software development and maintenance, as well as ensuring that our customers’ needs are met in a timely manner.

He earned his Bachelor’s and Master’s in Electrical Engineering from CU Boulder and went on to work with a smart sprinkler system startup, Rachio, where he helped design, build, and launch their 3rd generation sprinkler system.



Director of Operations

Evan earned his degree in Business Administration from Towson University, and he has worked in various sales and operations roles for CPG companies since shifting gears from film production.

He enjoys the excitement of working with startup companies and is thrilled to be part of a passionate team that’s working to solve water issues and conservation challenges.



Head of inside sales

Michael has a robust history with B2B product sales and enjoys connecting with customers to help them solve everyday problems and improve their quality of life.

A Colorado native, Michael enjoys spending time with his wife and Chihuahua. He is excited to be part of a team that cares deeply about making a positive impact on water conservation in his home state.



advisor to the cto

A native of Westminster, Colorado, Jessica earned a Bachelor’s degree in Electrical Engineering at the Colorado School of Mines. Post-graduation, she transitioned into software development, with a focus on smart products in the water industry.

Jessica finds fulfillment in making customers’ lives a little more straightforward and alleviating the headache of bill-splitting and leak-tracking.

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Rick is an entrepreneurial product leader with 10+ years of experience leading go-to-market strategy, product development, growth, and market expansion for IoT-enabled B2B SaaS. 

He is proud to be part of SimpleSUB’s mission to help resource-scarce communities reduce their water usage and recover 100% of their utility costs.

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ChiEf hardware officer

Mark originally hails from the UK, and his current base is in Portland, Oregon. He enjoys taking things apart (and mostly putting them back together), IOT, mountain biking, gardening, and being outside. He has 25 years of product development and management experience.

Mark is excited to be working with a strong and adaptable team to support the implementation of SimpleSUB as a water conservation and cost-savings tool.

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Erik serves as a product advisor, proudly collaborating with the SimpleSUB Water team to bring intelligence and simplicity to water management. 

Erik has a background in electrical engineering and has worked in various product strategy and management roles spanning diverse sectors such as healthcare, smart home, building, and retail. He has deep entrepreneurial experience as a founder, an investor, and an advisor. Passionate about pursuing a sustainable future, Erik also serves in part-time elected office as the Chair of the RTD Board of Directors, Colorado’s predominant multimodal public transit agency.

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We’re very happy with the submeter we purchased.  Love the web platform and have had no hiccups.

Kelley B.

Smart Management LLC