Media Inquiries

SimpleSENCE Logo


Art Sesnovich

Bulldog Communications

(508) 485-0776

About SimpleSENCE

SimpleSENCE leak detection is the first line of defense for in-home leak and freeze protection, using advanced technology to provide 24/7 monitoring and alert notification to the user’s alert list, anywhere in the world. The standalone and self-contained SimpleSENCE operates via Wi-Fi, connecting directly to a router without requiring a smart-home hub or additional equipment (not to mention no subscription costs).  The small yet ergonomic design of the SimpleSENCE detector allows for optimal placement in any leak- prone area, even in the tightest spots. Set up of the SimpleSENCE is extremely fast and simple: the SimpleSENCE app provides easy-to-follow, step-by-step instructions.  The user can also choose their preferred mode of alert: text, email, or both to their smartphone as soon as a leak or freezing condition is detected.

SimpleSENCE Product

While the user’s smartphone is the primary method of notification, SimpleSENCE also features a loud onboard siren which activates when a leak or freezing temperature condition is detected. The siren alerts anyone in the house when the user’s smart phone is not close by. This function also ensures that a user who is at home will be alerted even when the WiFi connection is down. 

In addition to warning the homeowner about water leaks, SimpleSENCE also alerts users to freezing temperatures that can lead to further concerns. This is especially helpful in cold weather areas that are prone to bursting pipes. The two-year battery life far exceeds the life of most competitive products, many of which offer just one year. Plus, the extended two-year warranty provides the user with significant peace of mind.


Sencentric LogoSimpleSENCE is the first product in the launch of the Consumer Products Division of Sencentric, Inc., a leading innovator in the design and development of environmental sensing technology within the logistics and cold chain industries. Based in Oceanside, CA, Sencentric’s success is founded on the principles of innovation, quality, and an unwavering commitment to exceeding customers’ expectations.

SimpleSENCE Fact Sheet


Sencentric, Inc.


3516 Seagate Way 
Suite #150
Oceanside, CA 92056






MISSION: To provide real-time, end to end cold chain monitoring for the agricultural, food & beverage, and pharmaceutical industries, as well as innovative home leak & freeze detection solutions for the home protection market.
PRODUCTS: SimpleSENCE, the industry’s most feature-rich, WiFi sensor for detecting water leaks and freeze conditions.
OWNERSHIP: Privately owned


SimpleSENCE: Growth Outlook


Leaking PIpeThere’s no sugarcoating it. Water leaks, left undetected, can be devastating - structurally, financially, and emotionally. The average North American household wastes about 10,000 gallons of water from household leaks every year. About one in ten homes have severe leaks that waste 90 gallons or more per day. Other research sources have shown that the typical home loses 2,000 to 20,000 gallons of water per year due to leaks. Of course, there are many different types of water leaks. There are the relatively innocent leaks that drip water from the source into the drain or sewer line, like a leaky faucet. This wastes water and costs money, but it doesn’t cause any damage. There are leaks inside walls or floors that are not visible to the eye. These leaks can do their damage for weeks, months, even years without being noticed.


Damaged RoomThen there are the leaks in areas that can be seen but are not immediately visible unless you look for them - leaks under sinks, next to hot water heaters, under damaged roofs, etc. Water leak detectors were created to deal with these types of leaks. And while the total amount of water wasted from all types of leaks is astronomical, the amount just from these types of leaks is staggering by itself. Take a leaking pipe under your kitchen sink, for example. This one leak source can cause massive water loss. According to the EPA, by not taking care of the problem as soon as you spot the leak, you may be wasting more than 3,000 gallons of water per year. Some estimates put it higher, as much as 14 gallons of water per day. And that doesn’t even account for the potential structural or property damage.



Insurance Calim FormMost people’s homeowner’s insurance policy should cover any sudden and unexpected water damage due to a plumbing malfunction or broken pipe. However, most home insurance policies exclude damage to a home that occurred gradually, such as a slow, constant leak under the sink that could have been spotted earlier. Also, some damage, such as mold, may be excluded from a standard insurance policy, depending on the cause. Of course, this doesn’t even take into account the cost of freezing pipes.  In cold weather, pipes that aren’t properly enclosed inside the home’s insulation barrier can freeze solid and then burst open. This is particularly a problem when regions that don’t normally have a cold climate suddenly get hit with unusually low temperatures. If pipes aren’t properly protected they tend to freeze whenever outside temperatures drop below 20 degree Fahrenheit, according to The Weather Channel. Depending on the extent of the damage, total cleanup cost can be $5,000-$70,000 or more: State Farm Insurance estimates the average insurance claim from frozen pipes is about $15,000.



In this era of resource conservation – as well as growing acceptance of smart devices in general – there is an increasing demand for water leak sensors and other devices that can help control water consumption and, more importantly, waste. In a recent market report, research firm Technavio forecast that the global smart home water sensor and controller market will post a CAGR of close to 5% during the forecast period, (2018-2022). The increasing need for equipment to reduce the wastage of water across the globe has motivated vendors to introduce smart home water sensors and controllers equipped with advanced features such as easy setup, alarm system, personalization, Wi-Fi direct connect etc.

These numbers bode well for the introduction of a product like SimpleSENCE, as does this figure: The Wi-Fi segment accounted for more than 52% of the total revenue of the market in 2017. As a Wi-Fi device, SimpleSENCE does not require additional equipment, subscription costs, or the purchase of a smart home control hub. This is a major plus for homeowners who simply want to detect water leaks or frozen pipes but do not wish to invest in an entire, smart-home ecosystem. 


SimpleSENCE Uses

The SimpleSENCE detector can be used in numerous locations, including:

  • Kitchen: Under the kitchen sink, dishwasher return drain, next to the refrigerator.
  • Laundry: Next to the washing machine and wash sink.
  • Basement: Next to HVAC system, near basement windows, and leak prone walls.
  • Attic: Near attic windows, leak prone roof areas, or next to the attic-mounted HVAC system.
  • Bathroom: Under sinks, near bathtub, shower, and toilet.
  • Garage: Next to hot water heater or next to leak prone areas.

SimpleSENCE Use case areas

SimpleSENCE Key Advantages

Following are the most relevant advantages of the SimpleSENCE water and freeze detector. 

Product Offering
  • Design: The small, ergonomic design allows for optimal placement in any leak-prone area, even in the tightest spots.
  • Easy Set-Up: Simple and quick set-up, either through the app or printed instructions.
  • Alerts: The user can also choose their preferred mode of alert: text, email, or both to their smartphone as soon as a leak or freezing condition is detected.
  • Self-Contained: Requires no additional equipment.
  • Economical: Inexpensively priced, plus no subscription costs.
  • WiFi-Powered: Requires no smart hub.
  • Additional Alerts: Loud onboard siren alerts anyone in the house when the user’s smart phone is not close by or when the WiFi connection is down.
  • Battery Life: Far exceeds the life of most competitive products, many of which offer just one year.
  • Warranty: The extended two-year warranty provides the user with significant peace of mind.

SimpleSENCE Executive Biographies

Joe ProfileJoe Alfrey, Co-Founder and Chief Executive Officer

Joe Alfrey has extensive experience providing financial and executive leadership in companies ranging from start-up to Fortune 500 enterprises that include Eli Lilly, Medtronic and CareFusion, with Controller and CFO roles at a number of venture-backed companies. He excels in strategy development/execution, M&A analysis and transactions, and capital raising and related activities. Joe is a Certified Management Accountant. He holds a Bachelors Degree in Business Economics from the University of San Diego and a Masters Degree in Finance from San Diego State University.


Chuck ProfileChuck Geiling, Vice President/Sales & Marketing

Chuck Geiling has over 30 years’ experience in global sales management, strategic branding, operational leadership, and successful start-up launches. Professional experience includes executive positions held at Fortune 500 companies Jarden Corp. & K2 Inc., as well as Chef Works Inc. and several venture- backed organizations. Chuck is a graduate of the University of Southern California Marshall School of Business.