Severn Trent has pledged to support an extra 100,000 customers who are struggling to pay their water bills. The £30m fund is available to those on low incomes.

The company said it was the first in the UK to offer support on this scale and those eligible could see a reduction in their bill of up to 90%.

 Liv Garfield, Severn Trent CEO, said: “As cost of living pressures continue to rise, we’re acting now to support people struggling to pay their bills. Our customers have the second lowest bill in the UK, at around £1 per day, but we know that for some, paying this remains a challenge.

 “I’m pleased to announce a commitment today to help thousands more people on low incomes to reduce their water bill by up to 90%.”

Emma Clancy, chief executive of the Consumer Council for Water (CCW), said: “No one should have to worry about being to afford their water bill so we’re delighted to see Severn Trent putting its hand in its own pocket to help thousands more low-income households at a time of real crisis for many people.”

“Our independent review of water affordability set out a clear path to ending people’s worries over water bills and with the support of companies like Severn Trent and the wider water sector we can ensure people struggling to pay always get the help they need, when they need it most.”

The new pledge complements Severn Trent’s other financial customer support schemes, which have helped more than 627,500 people pay their bills.

 David Black, Ofwat CEO added: “No one should have to choose between paying for water and paying for food. We’re pleased to see Severn Trent recognising the increased pressure facing customers and acting now to help those struggling in water poverty. Other companies should look to do more to respond to the cost of living worries and we will be issuing new guidelines to signal the increased expectations of Ofwat and the public.”

The company provides support through The Big Difference Scheme and WaterSure, as well as a payment matching scheme, for those needing help with bills. It encourages customers to sign up to its Priority Services Register too, if they feel they would benefit from a more personalised service. The register helps identify customers with medical conditions, disability or restricted mobility, sight or hearing loss.

Severn Trent customer should visit www.stwater.co.uk/caringforyou for more information and to check eligibility.