It can be challenging enough to change water consumption habits built up over years, like leaving the faucet running while brushing one’s teeth or taking long showers. Now try encouraging conservation in a water-rich area like Milwaukee, nestled against the largest collection of fresh water bodies on Earth.

That’s the task McGee Young is tackling with his Milwaukee software startup, H2Oscore, which forms partnerships with municipal water utilities to help homeowners and businesses track their water use and earn virtual rewards.

Young founded H2Oscore in 2011, and last year it was accepted into The Water Council’s seed accelerator program for water technology startups. The Water Council is a Milwaukee-based organization intent on making southeastern Wisconsin the world capital of fresh water research, education and economic development.

View the full story by Xconomy