Filter Buy
Filterbuy is a US-based direct-to-consumer manufacturer of HVAC air filters, offering pleated electrostatic MERV 8, 11, and 13 filters in 600+ sizes with subscription auto-delivery to over 7 million residential and commercial customers from its Alabama facility.
- Company typePrivate
- Founded2012
- HeadquartersTalladega, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Filter Buy does
Filterbuy, Inc. is a direct-to-consumer manufacturer and online retailer of HVAC and furnace replacement air filters, headquartered and domestically produced at a facility in Talladega, Alabama. Founded in 2012 by David Heacock, the company serves over 7 million customers across U.S. residential and commercial segments, operating exclusively through its own e-commerce website rather than through third-party retail channels.
The company's core product is pleated electrostatic air filters manufactured in-house, available across MERV 8, MERV 11, and MERV 13 performance tiers that capture 90%, 95%, and 98% of airborne particles respectively, plus activated-carbon odor-eliminator variants and a dedicated mini-split line. The catalog spans over 600 sizes, including custom dimensions for non-standard HVAC systems. Technical differentiators include aluminum dual-wire backing that resists pleat sagging under high airflow, a synthetic beverage-board frame rated to 200°F, and 90-day filter lifespan stated as 300% longer than standard fiberglass. Recent product activity includes an enhanced 20x20x1 allergy-season filter launched in October 2025.
Filterbuy generates revenue through a hybrid model combining one-time unit and bulk-pack purchases with bulk discounts of up to 70% per filter, alongside a subscription auto-delivery program that delivers on customer-selected 30/60/90-day cycles at a 5% discount. A dedicated Business Accounts program serves commercial properties and multi-location operators. The company reports $260M in annual revenue, 1,000+ employees, and 85,000+ verified 5-star customer reviews, and remains privately held under founder and CEO David Heacock with CFO Dusty Brock and VP of Business Development Gavin Rodgers on the leadership team.
Filter Buy firmographics
Firmographics- Name
- Filter Buy
- Legal name
- Filterbuy, Inc.
- Website
- https://filterbuy.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Filterbuy is a US-based direct-to-consumer manufacturer of HVAC air filters, offering pleated electrostatic MERV 8, 11, and 13 filters in 600+ sizes with subscription auto-delivery to over 7 million residential and commercial customers from its Alabama facility.
- Ownership category
- akta.pro rank
Filter Buy industry classification
Industry- Product category
- HVAC Air Filtration
- NAICS
- Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)
- SIC
- Steam & Air-Conditioning Supply (4961)
- akta.pro primary industry
- Replacement Filter Cartridges & Consumables (CRAJAJAH)
- akta.pro secondary industries
- HVAC Parts & Supplies Retail (Thermostats, Filters, Ducting) (CRAIADAI), HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)
Keywords
Where Filter Buy is headquartered
LocationHeadquarters
- HQ city
- Talladega
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Filter Buy business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Air Filter Product Sales: One-time purchase of air filters in various sizes (1", 2", 4", 5" depths) and MERV ratings (8, 11, 13). Revenue generated from individual and bulk pack sales with quantity discounts up to 70% off per filter.
- Subscription/Auto-Delivery Service: Recurring subscription model providing automatic filter delivery on customer-defined schedules. Offers 5% discount on all subscription orders. Generates predictable recurring revenue through customer retention.
- Business Accounts: B2B sales channel for commercial customers requiring HVAC filter maintenance across multiple properties or locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | MERV 8 Standard Filters - Entry level pleated filters for basic dust and pollen control |
| Unit Pricing | Pay-as-you-go | MERV 11 Superior Filters - Enhanced filtration for allergy sufferers and pet owners |
| Unit Pricing | Pay-as-you-go | MERV 13 Optimal Filters - Hospital-grade filtration for maximum allergen and bacteria protection |
| Unit Pricing | Pay-as-you-go | Odor Eliminator Carbon Filters - Activated carbon filters for VOC and odor removal |
| Subscription | Monthly | Auto-Delivery Subscription - Recurring filter delivery on customer-defined schedule |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
Filter Buy product offering
Product offeringCore offering
Filter Buy manufactures pleated HVAC and furnace air filters at its Talladega, Alabama facility and sells them direct-to-consumer through filterbuy.com. The catalog includes 600+ filter sizes across 1", 2", 4", and 5" depths, with MERV 8, MERV 11, and MERV 13 performance tiers plus an activated-carbon odor-eliminator line, custom sizes, and mini-split filters. Orders ship free within the U.S., and customers can enroll in auto-delivery subscriptions for recurring replacement filters.
Product overview
Filter Buy is a direct-to-consumer air filtration company offering a comprehensive portfolio of HVAC and furnace air filters manufactured in Alabama. The core product line consists of pleated air filters available in four MERV rating tiers (MERV 8 for standard use, MERV 11 for superior allergen protection, MERV 13 for optimal hospital-grade filtration, and Odor Eliminator carbon filters for VOC/odor control). The company differentiates through offering over 600 filter sizes including custom dimensions, mini-split system filters, and a subscription delivery service. The products are sold directly to consumers and businesses with free shipping on all orders.
Differentiator
Problem solved
Functional benefit
Products and services
- MERV 8 Pleated Air Filters Standard residential and commercial HVAC pleated filters capturing over 90% of airborne particles including dust, pollen, and pet dander without restricting airflow. Available in 1", 2", 4", and 5" depths across 600+ sizes.
- MERV 11 Pleated Air Filters Superior-grade pleated HVAC filters for allergy sufferers and pet owners, capturing up to 95% of airborne particles including dust, pollen, pet dander, and mild smoke. Comparable to MPR 1000–1200 and FPR 7.
- MERV 13 Pleated Air Filters Hospital-grade pleated HVAC filters capturing up to 98% of airborne particles including bacteria, smoke, smog, and virus-carrying particles. Comparable to MPR 1500–2800 and FPR 10. For residential and commercial use.
- Odor Eliminator Carbon Air Filters Activated-carbon pleated filters that eliminate odors and volatile organic compounds (VOCs) while delivering standard MERV 8-level particulate filtration. Specialty line for odor-sensitive environments.
- Custom Size Air Filters Made-to-order air filters in non-standard dimensions for unique HVAC system requirements, manufactured in the USA using the same pleated media technology as standard sizes.
- Mini Split Air Filters Air filters designed for ductless mini-split HVAC systems, available in multiple sizes to fit different mini-split unit configurations.
- Air Filter Subscription Service Recurring auto-delivery program for replacement filters with customer-defined cadence (30, 60, or 90 days), 5% discount on every order, and the ability to edit, skip, or cancel anytime.
- Business Accounts Program Dedicated B2B account program for commercial customers and property managers requiring bulk HVAC filter purchases and ongoing management across multiple locations.
- Enhanced 20x20x1 Air Filter An upgraded 20x20x1 pleated air filter positioned for allergy season, with enhanced media that captures over 90% of airborne particles including pollen, dust mites, pet dander, and mold spores, in the standard residential 20x20x1 size.
Quantifiable outcome
- Pleated filters are at least 20 times more efficient than standard fiberglass filters at capturing dust, allergens, and bacteria
- +4 more outcomes
Companies that use Filter Buy
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Filter Buy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Filter Buy partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights6 records
Filter Buy competitors and assessment
Company assessmentDirect peers
- Nordic Pure: Nordic Pure is a long-standing DTC pleated air filter manufacturer with broad size coverage and MERV 8–14 tiers. Operates the same DTC e-commerce + subscription playbook as Filter Buy and is one of the most direct head-to-head competitors in the online replacement filter category.
- AprilAire: AprilAire is a leading whole-house indoor air quality brand offering high-MERV media filters, humidifiers, and IAQ accessories. Comparable in product category with stronger HVAC-contractor distribution and a broader IAQ portfolio than Filter Buy.
- Simply Filters: Simply Filters is a DTC-only air filter subscription brand offering MERV 11 and MERV 13 filters on recurring delivery. A pure-play subscription competitor with a narrower catalog but directly analogous business model.
- Aerostar: Aerostar (sold by BHD/FiltersFast) is a direct-to-consumer pleated air filter brand offering MERV 8–13 filters in residential sizes. Competes in the same e-commerce channel and SKU structure as Filter Buy.
- FiltersFast / AirFilterKing: FiltersFast and its AirFilterKing brand are online-first pleated HVAC filter retailers with comparable size breadth, MERV tiers, and subscription delivery options. Closely overlapping DTC competitor serving the same residential replacement cycle.
- 3M Filtrete: Filtrete is 3M's flagship consumer air filter brand and the dominant branded competitor in residential pleated HVAC filters, sold through mass retail and direct channels. Direct competitor across MERV tiers with comparable product positioning and substantially larger marketing reach.
- Honeywell Air Filters: Honeywell sells pleated MERV-rated HVAC air filters directly to consumers online and through retail. Comparable product line (MERV 8–13), comparable DTC e-commerce model, and overlapping residential customer base.
Broad incumbents
- Camfil: Camfil is a global incumbent in commercial and industrial air filtration with residential pleated filter lines. Comparable on product technology and filtration science but operates at much larger scale and primarily through B2B/installer channels.
- Amazon Basics Air Filters: Amazon's private-label air filters compete on price, Prime shipping, and convenience across the same residential sizes and MERV tiers. Represents the most aggressive commodity pricing pressure on Filter Buy's DTC economics.
- Home Depot / Lowe's (HVAC filter aisle): Home Depot and Lowe's stock a wide range of residential HVAC filters (Filtrete, Honeywell, Purolator) and compete for the in-store replacement buyer. The dominant offline channel against which Filter Buy's DTC model must continue to differentiate on selection, price, and convenience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Filter Buy social profiles
Digital presenceFilter Buy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Filter Buy leadership team
Management profileNumber of profiles
Profiles3 records
Filter Buy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Filter Buy 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 Filter Buy
What does Filter Buy do?
Filter Buy manufactures pleated HVAC and furnace air filters at its Talladega, Alabama facility and sells them direct-to-consumer through filterbuy.com. The catalog includes 600+ filter sizes across 1", 2", 4", and 5" depths, with MERV 8, MERV 11, and MERV 13 performance tiers plus an activated-carbon odor-eliminator line, custom sizes, and mini-split filters. Orders ship free within the U.S., and customers can enroll in auto-delivery subscriptions for recurring replacement filters.
Is Filter Buy a public or private company?
Filter Buy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Filter Buy founded?
Filter Buy was founded in 2012. It employs 11 to 50 people.
Where is Filter Buy based?
Filter Buy is headquartered in Talladega, United States, in the North America region.
How does Filter Buy make money?
Three revenue lines are on record. Air Filter Product Sales are the primary driver. The others are subscription/Auto-Delivery Service and business Accounts.
Who are Filter Buy's main competitors?
Direct peers on record are Nordic Pure, AprilAire, Simply Filters, Aerostar, FiltersFast / AirFilterKing, 3M Filtrete and Honeywell Air Filters. Broad incumbents are Camfil, Amazon Basics Air Filters and Home Depot / Lowe's (HVAC filter aisle).
Does Filter Buy have an API?
No public API is recorded for Filter Buy.
What industry is Filter Buy in?
Filter Buy's product category is HVAC Air Filtration. Its primary akta.pro industry code is CRAJAJAH, Replacement Filter Cartridges & Consumables, with a secondary code of CRAIADAI, HVAC Parts & Supplies Retail (Thermostats, Filters, Ducting). Its NAICS code is 333413 and its SIC code is 4961.