Aquasana

What Aquasana does

Aquasana designs, assembles, and markets premium residential water treatment products, operating as a division of A. O. Smith North American Water Treatment (NYSE: AOS) from Austin, Texas. Founded in 1997, the company employs 101–250 people including a team of 30+ U.S.-based scientists and engineers, and has spent more than 25 years building a portfolio across whole-house, under-sink, countertop, and shower filtration systems, supported by a Water for Life® replacement-filter auto-delivery subscription. The core technical platform rests on proprietary Claryum® selective filtration (combining activated carbon, catalytic carbon, ion-exchange, sub-micron filtration, and organic adsorbent media) and patented SmartFlow® reverse osmosis, with complementary technologies in KDF redox media, OptimH2O® ultra-dense carbon block, NSF/ANSI 55 Class B UV sterilization, and salt-free Scale Control Media. Multiple U.S. patents (US 11,369,902; US 9,713,781; US 9,901,855; US D680,191; plus pending applications) protect the architecture, and product claims are validated by NSF/ANSI 42/53/55/58/401/61, WQA Gold Seal, IAPMO, and CSA B483.1 third-party certifications.

The commercial model combines one-time hardware sales ($84.99–$5,331 MSRP) with recurring revenue from Water for Life® subscriptions offering 15% off filter replacements, free shipping, and an extended limited warranty on a no-contract basis. Go-to-market is product-led and direct-to-consumer, anchored by the owned aquasana.com storefront and phone-based inside sales (866-662-6885), supplemented by an international dealer network and an affiliate/referral program. The primary customer segment is residential homeowners concerned about contaminants such as lead, PFAS, chlorine, chloramines, microplastics, pesticides, and pharmaceuticals, with a secondary commercial/business segment serving larger households and light commercial applications. Multi-channel marketing spans the Water Matters Blog, YouTube, email, social, PR/media features in Good Housekeeping, Martha Stewart, Real Simple, Men's Journal, Health, and This Old House, and recurring community partnerships such as the Central Texas Food Bank's Amplify Austin Day.

Name

Aquasana

Legal name

Aquasana

Website

http://www.aquasana.com/

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Aquasana designs, assembles, and markets premium residential water filtration systems (whole-house, under-sink, countertop, shower) under proprietary Claryum® and SmartFlow® technologies, selling direct-to-consumer through its owned e-commerce site, phone sales, and international dealers, and serving U.S. homeowners as a division of A. O. Smith.

Ownership category

akta.pro rank

Product category

Residential Water Filtration

NAICS

Water Supply and Irrigation Systems (22131), Totalizing Fluid Meter and Counting Device Manufacturing (334514)

SIC

Pumps & Pumping Equipment (3561), Water Supply (4941)

akta.pro primary industry

Under-Sink Water Filtration Systems (CRAJAJAD)

akta.pro secondary industries

Whole-House (Point-of-Entry) Water Treatment Systems (CRAJAJAE), Point-of-Use (POU) Faucet-Mount Water Filters (CRAJAJAA), Pitcher & Dispenser Water Filters (CRAJAJAB), Replacement Filter Cartridges & Consumables (CRAJAJAH), Countertop Water Filtration Systems (CRAJAJAC), Water Softener, Filtration & Treatment System Installation (HSAOAAAH)

Keywords

• Residential water filtration
• Whole house filters
• Under sink filters
• Reverse osmosis systems
• Replacement filter subscriptions

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Filtration Systems: One-time hardware sales of whole house water filters, under sink filters, countertop filters, and shower filters. Products range from $84.99 to $5,331 MSRP depending on system complexity and capacity.
2. Replacement Filters: Recurring replacement filter revenue through the Water for Life® auto-delivery subscription program offering 15% discount, free shipping, and extended warranty benefits. Filter replacements required every 6-12 months depending on product.
3. Water for Life® Program: Subscription program offering 15% off filter replacements, free shipping, extended limited warranty, and no-contract cancellation. Generates recurring revenue through auto-shipped filter replacements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Aquasana designs, assembles, and markets premium performance residential water filtration systems including whole house filters (Rhino®, OptimH2O®), under sink filters (Claryum® 2-Stage, 3-Stage, 3-Stage Max Flow), reverse osmosis systems (SmartFlow®), countertop filters (Clean Water Machine), and shower filters. The company also sells replacement filters on a recurring auto-delivery subscription basis (Water for Life®) and complementary add-ons such as UV filters and salt-free water conditioners, targeting homeowners concerned about contaminants such as lead, chlorine, PFAS, microplastics, and pharmaceuticals in their tap water.

Product overview

Aquasana offers a comprehensive portfolio of water filtration products designed for whole house, under sink, countertop, and shower applications. The core product lines include Rhino® and OptimH2O® whole house systems, Claryum® under sink filters (2-Stage, 3-Stage, 3-Stage Max Flow), SmartFlow® Reverse Osmosis, Clean Water Machine countertop filters, and shower filters. All products utilize proprietary Claryum® selective filtration technology or specialized carbon block technology to reduce contaminants including chlorine, lead, PFAS/PFOA, microplastics, and pharmaceuticals while retaining beneficial minerals. The portfolio includes complementary add-ons like Salt-Free Water Conditioners and UV Filters, supported by the Water for Life® replacement filter subscription service.

Differentiator

Problem solved

Functional benefit

Products and services

• Rhino® Whole House Water Filter Whole house water filtration system that reduces up to 97% of chlorine and 78 contaminants from every tap in the home for 1,000,000 gallons or 10 years. Features an upflow dual-tank design with KDF media and is independently tested to NSF/ANSI Standard 42. Intended for residential homeowners seeking filtered water at every tap.
• OptimH2O® Whole House Water Filter Whole house filter using an ultra-dense carbon block (catalytic + activated carbon) tested to reduce 99% of lead and cysts, 98% of PFOA/PFOS, and 90% of chlorine and chloramines. Features LED filter-change notifications and snap-ring technology for tool-free replacement. Targeted at residential homeowners concerned about lead and PFAS.
• OptimH2O® with UV Whole house water filter combining OptimH2O carbon block filtration with NSF/ANSI Standard 55 Class B ultraviolet sterilization to reduce up to 99.8% of bacteria and nonpathogenic viruses in addition to lead, PFAS, and chlorine reduction. For residential customers needing microbiological protection.
• Claryum® 3-Stage Max Flow Under Sink Filter Under sink water filter featuring Claryum® selective filtration that removes up to 99.99% of 78 contaminants (including 99.6% of microplastics and lead, 99.995% of cysts, 99.7% of PFOA/PFOS) while retaining beneficial minerals. 800-gallon capacity with a 44% faster flow rate than standard models. For homeowners wanting filtered drinking and cooking water at a single faucet.
• Claryum® 2-Stage Under Sink Filter Under sink water filter using Claryum® technology to reduce 78 contaminants including 99.6% of microplastics and PFAS. 500-gallon capacity with a 5X faster flow rate than pitcher filters. For residential customers wanting point-of-use filtration at a lower price point than the 3-Stage Max Flow.
• SmartFlow® Reverse Osmosis System High-efficiency reverse osmosis system combining patented SmartFlow® membrane technology with Claryum® filtration to remove up to 99.99% of 90 contaminants including fluoride, arsenic, lead, and PFOA/PFOS. Includes a remineralizer to restore healthy minerals. Certified to NSF/ANSI Standard 58 and CSA B483.1. For homeowners wanting the highest level of contaminant reduction, including fluoride.
• Clean Water Machine Countertop Filter Countertop water filter requiring no installation, providing Claryum®-based contaminant removal with easy setup. For renters or homeowners who cannot or do not want to install an under sink unit.
• Shower Filter with Handheld Wand Shower filter that reduces over 90% of chlorine from shower water for healthier skin, hair, and indoor air quality. Available in Chrome and White finishes with a handheld wand option. For residential customers wanting chlorine reduction at the shower point-of-use.
• Salt-Free Water Conditioner Whole-home scale prevention system using Scale Control Media (SCM) technology to inhibit hard water mineral buildup without salt or chemicals. Pairs with Rhino® and OptimH2O® systems and is rated for up to 1,000,000 gallons or 10 years. For homeowners in hard water areas wanting to protect plumbing and appliances.
• Water for Life® Replacement Filter Subscription Auto-ship subscription service for replacement filters offering 15% discount on filters, free shipping, extended limited warranty, and no contract commitment. Generates recurring revenue for Aquasana and ensures ongoing filter performance for customers.

Quantifiable outcome

• 97% chlorine removal for 1,000,000 gallons or up to 10 years
• +7 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Central Texas Food BankminorStrategic or Co-development Partner · 25 February 2026Aquasana announced a $5,000 matching donation for the Central Texas Food Bank as an Early Giving partner for the 2026 Amplify Austin Day campaign. The donation supports the Feeding Futures School Pantry Program addressing food insecurity affecting one in four children across Central Texas. This marks the third consecutive year of partnership between Aquasana and the regional hunger-relief nonprofit during National Nutrition Month.
• A. O. Smith CorporationcoreOthersAquasana is a division of A. O. Smith North American Water Treatment. A. O. Smith is a major water technology company with approximately $9.3 billion enterprise value and strong fundamentals including $473.8 million in 2024 free cash flow and mid-teens returns on invested capital.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Brita: Brita (owned by Clorox) is the largest consumer water filtration brand in the U.S., with dominant share in pitcher and faucet-mount formats and expanding into under-sink and whole-house. Directly competes with Aquasana for household filtration dollars, particularly at the entry-level price points.
• ZeroWater: ZeroWater markets premium pitcher and under-counter filtration systems emphasizing total dissolved solids reduction via multi-stage ion-exchange filters. Competes head-to-head with Aquasana's premium positioning on contaminant-removal claims and targets similar health-conscious consumers.
• Berkey: Berkey sells gravity-based stainless steel filtration systems for home and outdoor use, emphasizing long filter life and broad contaminant claims. Competes with Aquasana's countertop and whole-house offerings on the premium performance narrative, particularly among off-grid and preparedness consumers.
• iSpring: iSpring offers a broad portfolio of under-sink RO, multi-stage, and whole-house filtration systems sold primarily DTC through Amazon and its own storefront. Competes directly on price-performance in the under-sink and RO categories where Aquasana's Claryum® and SmartFlow® lines play.
• APEC Water Systems: APEC designs and sells reverse osmosis and multi-stage under-sink filtration systems targeted at performance-oriented residential buyers. Competes directly with Aquasana's SmartFlow® RO and Claryum® under-sink products on contaminant reduction and DIY installation.
• Clearly Filtered: Clearly Filtered markets premium under-sink and pitcher systems with proprietary Affinity Filtration Technology and strong third-party testing claims. Targets the same health-conscious, performance-driven consumer as Aquasana and competes on certified contaminant reduction narratives.
• Home Master: Home Master (by Perfect Water Technologies) sells premium under-sink RO and multi-stage filters emphasizing flow rate and easy filter replacement. Directly comparable to Aquasana's under-sink product line on performance and DIY positioning.

Broad incumbents

• Culligan: Culligan is a large, established water treatment company offering whole-house filtration, softening, and bottled water across consumer and commercial channels with a dealer/service-network model. Broadly overlaps with Aquasana on whole-house systems but typically bundles professional installation versus Aquasana's DIY focus.
• PUR: PUR (owned by Helen of Troy) is a leading consumer water filtration brand focused on faucet-mount and pitcher formats with growing under-sink presence. Competes with Aquasana primarily at entry-level price points and benefits from much larger retail distribution and marketing budgets.

Emerging players

• Epic Water Filters: Epic Water Filters sells premium under-sink and pitcher filtration systems targeting the same performance-conscious consumer as Aquasana, with emphasis on contaminant reduction and eco-friendly positioning. A smaller, more narrowly distributed challenger in the same premium DTC segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/aquasana/videos
• Xx.com/aquasana
• Facebookfacebook.com/aquasana
• LinkedInlinkedin.com/company/aquasana

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

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

M&A

Investments

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

Frequently asked questions about Aquasana