What Leaf Home does

Leaf Home is a privately held direct-to-consumer home improvement company headquartered in Hudson, Ohio, operating a multi-brand residential services platform across 48 U.S. states and Canada. Following the September 2025 merger with Erie Home — both portfolio companies of private equity firm Gridiron Capital — the combined entity operates 300+ field offices supported by 4,000+ employees, including 3,100+ sales consultants and 2,400+ installers, reaching 87% of U.S. zip codes within a 90-minute radius and serving over 2 million lifetime customers. The product portfolio spans gutter protection (the flagship LeafFilter patented three-piece micromesh system with uPVC framing and lifetime warranty), water treatment (softening, salt-free conditioning, reverse osmosis, UV filtration, and well water systems validated through the proprietary Water View digital photometer), stair lifts (straight, curved, and outdoor models), bath remodeling (Aqualuxe brand plus acquired Comfort Shower and Bath), residential roofing (via Erie Home), outdoor lighting, decking, and window solutions. Revenue is generated through one-time product sale and installation fees, supplemented by ongoing service relationships, with no public pricing and all sales conducted via in-home consultations producing custom quotes backed by financing options.

The company is backed by private equity sponsor Gridiron Capital and has secured $4 billion in private credit from Ares Management Corporation alongside debt financing from Apollo funds to support the Erie Home merger and broader growth initiatives. Leadership includes CEO Jenilee Common (formerly CEO of Erie Home), COO Jason Lewinski (formerly COO of Erie Home), CFO Scarlett O'Sullivan, CCO Chad Fenbert (formerly of Owens Corning and USG Corporation), and other functional chiefs. The go-to-market model is exclusively direct-to-consumer: no retail, marketplace, or third-party reseller channels are used. Marketing combines content/SEO, earned media, NFL sports sponsorship (Cleveland Browns), and celebrity partnerships (Mike Holmes), while technology investments focus on operational efficiency rather than AI — including the Uber Freight TMS consolidation and the ULTRA RED cybersecurity CTEM platform.

Name

Leaf Home

Legal name

Leaf Home, LLC

Website

https://leafhome.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Leaf Home is North America's largest direct-to-consumer home improvement company, selling and professionally installing gutter protection, water treatment, stair lifts, bath, and roofing products to residential homeowners across 48 U.S. states and Canada through 300+ field offices and 4,000+ employees.

Ownership category

akta.pro rank

Headquarters

HQ city

Hudson

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D, Infrastructure

Revenue model

1. Home Improvement Product Sales and Installation: Leaf Home generates revenue through the direct sale and professional installation of home improvement products including gutter protection (LeafFilter), water softening and filtration systems, stair lifts, and bath remodeling solutions. Products are sold directly to consumers through in-home consultations and installed by company-employed or contracted installers. Revenue is primarily one-time product and installation fees, supplemented by ongoing service and support relationships.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Leaf Home is a direct-to-consumer home improvement company that sells, customizes, and professionally installs residential solutions including LeafFilter micromesh gutter protection, whole-home water softening and filtration systems, stair lifts, and one-day bath remodels (Aqualuxe). Following the 2025 merger with Erie Home, the company also offers residential roofing services. All products are delivered through in-home sales consultations and installed by company or contracted installers across 260+ locations in the U.S. and Canada.

Product overview

Leaf Home is North America's largest direct-to-consumer home improvement company, operating as a multi-brand platform offering integrated home solutions. The core product portfolio centers on LeafFilter® Gutter Protection (the original flagship brand), complemented by water treatment solutions including softening systems, filtration (carbon, reverse osmosis, UV), and well water systems. Following the 2025 merger with Erie Home, the company added roofing services and expanded its stair lift offerings (straight, curved, and outdoor models). Additional acquired brands include Aqualuxe bath solutions and outdoor lighting. The company operates over 260 office locations across the U.S. and Canada, serving over 2 million customers with a direct-to-consumer model combining in-home sales consultations with professional installation.

Differentiator

Problem solved

Functional benefit

Brands

• LeafFilter: Gutter protection system featuring a patented three-piece micromesh design with uPVC framing, designed to prevent debris from clogging gutters
• Aqualuxe

Products and services

• LeafFilter Gutter Protection Patented three-piece micromesh gutter protection system with uPVC framing that prevents debris from entering gutters while allowing water to flow freely. Professionally installed and backed by a lifetime warranty; for residential homeowners seeking to eliminate routine gutter cleaning.
• Full Gutter Replacement Complete gutter system replacement services for homes requiring new gutters alongside or independent of LeafFilter protection. For residential homeowners with failing or undersized gutter systems.
• Water Softening Systems Salt-based water softening systems using ion exchange to remove hardness minerals such as calcium and magnesium, featuring a 2-in-1 design that combines softening with catalytic carbon filtration for taste and odor improvement. For residential homeowners with hard water issues.
• Salt-Free Water Conditioners Salt-free water conditioning systems that prevent calcium and magnesium from clinging to pipes and fixtures without removing minerals from water, designed to last 15-20 years with minimal maintenance. For homeowners preferring low-maintenance, salt-free water treatment.
• Water Filtration Systems Whole-home and point-of-use water filtration systems including advanced carbon filtration designed to reduce contaminants, improve taste and odor, and provide safer drinking water. For residential homeowners concerned about water quality.
• Reverse Osmosis Systems Point-of-use reverse osmosis filtration systems that force water through semi-permeable membranes to remove lead, arsenic, fluoride, PFAS, and other dissolved contaminants for high-purity drinking water. For residential homeowners seeking maximum contaminant removal.
• UV Filtration Systems Ultraviolet water disinfection systems using UV-C light to neutralize harmful microorganisms including bacteria and viruses in both well water and city water applications. For residential homeowners seeking microbiological disinfection.
• Well Water Systems Complete solutions for private well water including sediment filtration, oxidation systems, and bacteria treatment addressing contaminants unique to well water sources. For residential homeowners using private well water.
• Straight Stair Lift Motorized stair lift solution for straight staircase configurations enabling mobility-impaired individuals to navigate between floors safely. For residential homeowners with mobility challenges seeking to age in place.
• Curved Stair Lifts Custom-configured stair lifts for curved or irregular staircase designs requiring tailored rail systems. For residential homeowners with non-standard staircases and mobility needs.
• Outdoor Stair Lift Weather-resistant stair lift designed for outdoor staircase installations on decks, porches, and exterior steps. For residential homeowners needing exterior mobility access.
• Aqualuxe Bath Solutions One-day bathroom remodeling solutions including walk-in tubs, shower conversions, and bath updates. For residential homeowners seeking quick bathroom modernization.
• Erie Home Roofing Re-roofing services and roofing solutions acquired through the 2025 merger with Erie Home, offering comprehensive residential roofing across North America. For residential homeowners needing roof installation or replacement.
• Outdoor Lighting Outdoor lighting installation services as part of the expanded home improvement portfolio. For residential homeowners seeking exterior lighting solutions.

Quantifiable outcome

• Over 2 million satisfied customers across North America
• +2 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor, core and flagship.

• Mike HolmesminorGTM or Marketing Partner · 23 October 2025LeafFilter Gutter Protection partnered with TV personality Mike Holmes for a home maintenance education collaboration. The partnership includes digital content and a #AskMike video series focused on proactive home maintenance and preventing home damage from clogged gutters.
• Uber FreightcoreTechnology or Integration · 27 June 2025Leaf Home partnered with Uber Freight to modernize its transportation management by adopting Uber Freight's automated TMS platform. The partnership consolidates three legacy TMS systems into one, providing real-time shipment visibility, data analytics for transportation mode and carrier lane performance, and improved freight booking efficiency.
• Cleveland BrownsflagshipGTM or Marketing Partner · 5 September 2024Leaf Home partnered with the Cleveland Browns as the Official Gutter Guard of the Cleveland Browns. The partnership includes social media giveaways, digital scoreboard signage at home games, the Missed Field Goal Filter Contest worth $2,000 per missed field goal, and co-branded promotion across the Browns' podcast, TV shows, and other platforms. Free Browns jerseys are offered to new LeafFilter customers.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bath Fitter: Bath Fitter is a direct-to-consumer bath and shower remodeling company that sells and installs custom acrylic tub and shower liners in a single day, mirroring Leaf Home's Aqualuxe bath remodel offering and DTC in-home sales motion.
• Kinetico: Kinetico is a leading manufacturer and direct-to-home installer of water softening and filtration systems, directly overlapping with Leaf Home Water Solutions' product portfolio and dealer-based installation model.
• Culligan: Culligan is a major North American provider of residential water treatment (softening, filtration, drinking water) sold via direct in-home sales and dealer networks, directly comparable to Leaf Home Water Solutions' go-to-market.
• Gutter Helmet: Gutter Helmet is one of the original branded gutter protection systems sold and installed direct-to-consumer through a dealer network, directly competing with LeafFilter's micromesh gutter guards in the same category and channel.
• Re-Bath: Re-Bath is a franchised direct-to-consumer bathroom remodeling company selling and installing bath and shower replacements, directly comparable to Leaf Home's Aqualuxe one-day bath remodel offering.
• Jacuzzi Bath Remodel: Jacuzzi Bath Remodel is a direct-to-consumer bath and shower replacement brand selling acrylic and walk-in tub conversions installed in one day, directly comparable to Leaf Home Bath / Aqualuxe.

Broad incumbents

• Home Depot Installation Services: Home Depot is the largest U.S. home improvement retailer and connects homeowners with installed services (gutters, water treatment, bath, flooring). It competes broadly with Leaf Home across multiple categories, though via a retail-led rather than in-home direct sales motion.
• Lowe's Installation Services: Lowe's is a top U.S. home improvement retailer offering professional installation across gutters, water treatment, baths, flooring, and stair lifts, broadly overlapping Leaf Home's portfolio at scale but without a dedicated in-home consultation field force.
• Neighborly (Authority Brands): Neighborly is a private-equity-backed rollup of residential home services brands (plumbing, HVAC, electrical, cleaning, lawn) that shares Leaf Home's multi-brand, multi-vertical home services thesis at much larger scale, with broader but less specialized category focus.

Emerging players

• EcoWater Systems: EcoWater Systems is a national dealer-network provider of residential water softening and filtration systems sold and installed in-home, overlapping with Leaf Home Water Solutions across softening, filtration, and reverse osmosis product lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/leafhome
• LinkedInlinkedin.com/company/leaf-home
• Facebookfacebook.com/LeafHomeCo

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries9 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Leaf Home