FilterEasy
FilterEasy is a North Carolina-based direct-to-consumer subscription company delivering residential air filters and refrigerator water filters on recurring schedules across the US and Canada, operating a 500,000 sq ft manufacturing facility and claiming to be the largest US filter subscription service.
- Company typePrivate
- Founded2012
- HeadquartersRaleigh, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What FilterEasy does
FilterEasy is a Raleigh, North Carolina-based direct-to-consumer subscription commerce company that delivers residential air and refrigerator water filters on a recurring schedule. Founded in 2012 and operated as a Delaware LLC, the company sells pleated air filters in over 16,000 sizes across MERV 8, 10, and 13 ratings, alongside refrigerator water filters compatible with major brands including GE, Whirlpool, LG, Samsung, KitchenAid, and Frigidaire. Its proprietary MagicFilter is a patented folding air filter with a spring steel frame and bi-directional installation, marketed with a 10% lower initial pressure drop versus standard MERV 8 filters, while the Fridgetastic line uses coconut shell-based activated carbon certified to NSF/ANSI 42 and 53 by IAPMO R&T for lead, mercury, cyst, and VOC removal.
The company runs a product-led growth model through its filtereasy.com website, where customers self-select filter type, size, MERV rating, and delivery cadence in a sign-up flow that takes under three minutes. Pricing is built around low-friction entry points — air filters from $16 each with always-free shipping, fridge filters from $39 — with a 50% first-order promotion, prepaid 1- and 2-year plans for additional discounts, and skip-or-cancel-anytime terms. Revenue is entirely recurring subscription-based across both product lines, supported by owned distribution channels (blog, email, organic social, referral program, paid retargeting via Google Analytics and Facebook Pixel) and an in-house customer support operation via phone, chat, and text.
FilterEasy manufactures and fulfills orders from a 500,000 square foot facility in Wilson, North Carolina, shipping over 4 million filters annually and claiming to be the largest US filter subscription company. It serves residential consumers across the contiguous US and Canada (excluding Hawaii and Alaska), employs 200+ people across North Carolina and beyond, and operates with no disclosed venture or private equity funding, having grown organically since founding. Leadership includes CEO Marilyn Yacobovsky alongside founder Kevin Barry as Co-Founder and Chief Entrepreneur.
FilterEasy firmographics
Firmographics- Name
- FilterEasy
- Legal name
- FilterEasy, LLC
- Website
- https://filtereasy.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- FilterEasy is a North Carolina-based direct-to-consumer subscription company delivering residential air filters and refrigerator water filters on recurring schedules across the US and Canada, operating a 500,000 sq ft manufacturing facility and claiming to be the largest US filter subscription service.
- Ownership category
- akta.pro rank
FilterEasy industry classification
Industry- Product category
- Home Air and Water Filtration Products
- akta.pro primary industry
- Replacement Filter Cartridges & Consumables (CRAJAJAH)
- akta.pro secondary industries
- Refrigerator & Ice Maker Water Filters (CRAJAJAF), HVAC Filter Replacement & Vent Register Checks (HSAGAOAB)
Keywords
Where FilterEasy is headquartered
LocationHeadquarters
- HQ city
- Raleigh
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
FilterEasy business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Air Filter Subscriptions: Recurring subscription revenue from automated air filter deliveries. Customers choose delivery frequency (every 60-90 days recommended). Free shipping always included. Prepaid plans (1 or 2 years) offer discounts and auto-renew.
- Fridge Filter Subscriptions: Recurring subscription revenue from automated refrigerator water filter deliveries. Recommended replacement every 6 months. Free shipping included. Compatible with major refrigerator brands.
- Prepaid Subscription Plans: Discounted prepaid plans for 1 or 2 years where customers pay upfront for their subscription term. Auto-renews at term end. Customers cannot change filter sizes during prepaid term.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Pleated air filters starting at $16 each |
| Subscription | Monthly | Fridge water filters starting at $39 |
| Subscription | Multi-year contract | Prepaid annual/bi-annual plans with discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
FilterEasy product offering
Product offeringCore offering
FilterEasy is a direct-to-consumer subscription service that delivers pleated HVAC air filters and refrigerator water filters to homeowners on a recurring schedule. Customers self-select their filter size, MERV rating, quantity, and delivery frequency through the company's e-commerce website, and products ship free with the option to skip or cancel anytime. The company manufactures its products in-house at its Wilson, North Carolina facility, including a proprietary patented MagicFilter air filter design.
Product overview
FilterEasy is a subscription-based filter delivery service offering two core product lines: air filters and refrigerator water filters. Their air filter portfolio includes the proprietary MagicFilter (a patented folding design) and standard pleated filters available in over 16k sizes with MERV 8, 10, and 13 ratings. Their refrigerator water filter line centers on the Fridgetastic brand, made from coconut shell activated carbon. All products are delivered via customizable subscription schedules with free shipping, and the company operates a subscription model with options to skip, pause, or cancel anytime. The company was founded in 2012 in North Carolina and expanded to include fridge filters in 2019.
Differentiator
Problem solved
Functional benefit
Brands
- Fridgetastic: Activated carbon refrigerator water filter brand made from coconut shells, certified to meet NSF/ANSI 42 & 53 Standards by IAPMO R&T.
- MagicFilter
- Each Sip
- It Matters
Products and services
- MagicFilter Proprietary patented folding pleated air filter with bi-directional installation capability and a soft-edge spring steel frame for snug fit. Available in MERV 8 and MERV 10 ratings in 1-inch thickness. Reduces initial pressure drop by 10% compared to standard MERV 8 filters and folds for compact shipping.
- Fridgetastic Activated carbon refrigerator water filter made from coconut shell-based carbon blocks. Certified to NSF/ANSI 42 & 53 Standards by IAPMO R&T. Removes lead at >99% efficiency and captures mercury, cysts, VOCs, asbestos, and other contaminants. Compatible with major refrigerator brands.
- Air Filter Subscription Subscription-based recurring delivery service for pleated HVAC air filters available in over 16,000 sizes with MERV 8, 10, and 13 ratings. Customers customize delivery frequency (typically every 60-90 days) and receive free shipping with skip/cancel flexibility.
- Fridge Filter Subscription Subscription-based recurring delivery service for refrigerator water filters compatible with major brands including Amana, Bosch, Dacor, Electrolux, Estate, Everydrop, Fisher & Paykel, Frigidaire, GE, Hotpoint, Ikea, Jenn-Air, Kenmore, KitchenAid, LG, Maytag, Samsung, Sears, Thermador, and Whirlpool. Recommended replacement every 6 months with free shipping.
Quantifiable outcome
- Indoor pollution can be up to 5x worse than outdoor air
- +4 more outcomes
Companies that use FilterEasy
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
FilterEasy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
FilterEasy partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
FilterEasy competitors and assessment
Company assessmentBroad incumbents
- Camfil: Global air filtration manufacturer serving commercial and residential markets. Overlaps with FilterEasy on residential air filtration but operates at much larger scale and into commercial/industrial.
- Honeywell: Sells branded air filters, furnace filters, and air purifiers across retail and DTC. Competitor on the air filter side; bigger portfolio but same end-customer.
- Home Depot: Largest US home improvement retailer carrying HVAC filters, fridge filters, and HVAC services. Competes on assortment, availability, and increasingly on subscription/replenishment.
- Purolator: Long-standing manufacturer of automotive and HVAC air filters. Competes on the air filter category through retail and OEM channels; broader industrial portfolio than FilterEasy.
- Amazon (Subscribe & Save): Subscribe & Save program covers HVAC and refrigerator water filters from multiple brands with auto-delivery. Operates as a broad subscription incumbent that overlaps the convenience positioning of FilterEasy.
- 3M Filtrete: Market-leading branded HVAC air filter line owned by 3M, sold through mass retail and online. Overlaps directly in product category with FilterEasy's MERV 8/10/13 offering.
Emerging players
- Grove Collaborative: DTC subscription platform for household and personal care products. Comparable on subscription mechanics and household buyer, though product line is broader and not filter-focused.
Direct peers
- Filterbuy: Direct competitor offering HVAC and air filter subscriptions with custom sizes and recurring delivery. Closely comparable in product, customer (homeowners), and business model (DTC subscription).
- Nordic Pure: Sells pleated air filters and furnace filters direct-to-consumer with subscription/auto-ship options. Comparable product line and target buyer; competes on price and assortment depth.
- Filter King: DTC air filter retailer offering custom-sized HVAC filters with subscription bundles. Closely comparable on go-to-market (online configurator, recurring delivery) and customer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
FilterEasy social profiles
Digital presenceFilterEasy compliance and trust
Trust signalCompliance3 records
FilterEasy financial estimates
Financial estimateRevenue estimate
Valuation estimate
FilterEasy leadership team
Management profileNumber of profiles
Profiles2 records
FilterEasy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FilterEasy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FilterEasy
What does FilterEasy do?
FilterEasy is a direct-to-consumer subscription service that delivers pleated HVAC air filters and refrigerator water filters to homeowners on a recurring schedule. Customers self-select their filter size, MERV rating, quantity, and delivery frequency through the company's e-commerce website, and products ship free with the option to skip or cancel anytime. The company manufactures its products in-house at its Wilson, North Carolina facility, including a proprietary patented MagicFilter air filter design.
Is FilterEasy a public or private company?
FilterEasy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FilterEasy founded?
FilterEasy was founded in 2012. It employs 251 to 500 people.
Where is FilterEasy based?
FilterEasy is headquartered in Raleigh, United States, in the North America region.
How does FilterEasy make money?
Three revenue lines are on record. Air Filter Subscriptions are the primary driver. The others are fridge Filter Subscriptions and prepaid Subscription Plans.
Who are FilterEasy's main competitors?
Broad incumbents on record are Camfil, Honeywell, Home Depot, Purolator, Amazon (Subscribe & Save) and 3M Filtrete. Grove Collaborative is listed as an emerging player. Direct peers are Filterbuy, Nordic Pure and Filter King.
Does FilterEasy have an API?
No public API is recorded for FilterEasy.
What industry is FilterEasy in?
FilterEasy's product category is Home Air and Water Filtration Products. Its primary akta.pro industry code is CRAJAJAH, Replacement Filter Cartridges & Consumables, with a secondary code of CRAJAJAF, Refrigerator & Ice Maker Water Filters.