In the next 5 seconds, the world’s urban population will increase by 10 people, and they all need decent water and sanitation. This puts huge pressure on city service agencies. In response, WSUP focuses on developing commercially viable models to help water utilities and municipal authorities reach all citizens in their city with improved water and sanitation The organization is a multi-sector partnership; they offer a creative package of expertise from private sector, NGOs and academia to achieve this.