In this opinion article, we propose that self-supply, as a model for household-managed water supply in rural areas, is the foundational model for water supply in rural households. Any other model is only complementary while it lasts. Therefore, self-supply needs more emphasis in research and intentional exposure and support in practice. This is underscored by the fact that despite the use of taxes, transfers, and tariffs that fund other service models, major water service gaps still exist in rural households forcing them to invest directly in self-supply. Over 2.2 billion people globally still lack access to safe water. Our argument is not that other models such as communal or government models are irrelevant; rather, it is that self-supply is the foundational and often preferred model for rural households due to reliability, predictability, control, and flexibility. Yet it is overlooked often. Therefore, we call for investing in research informing self-supply policy, practice, and funding especially where it links with other models to be prioritized. This will likely accelerate the achievement of SDG 6. © 2024 The Author(s). World Water Policy published by Wiley Periodicals LLC on behalf of Policy Studies Organization.