Filter Buy

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.

Name

Filter Buy

Legal name

Filterbuy, Inc.

Website

https://filterbuy.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 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

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

• HVAC air filters
• Furnace filters
• Pleated air filters
• MERV rated filters
• Indoor air quality

Headquarters

HQ city

Talladega

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. Business Accounts: B2B sales channel for commercial customers requiring HVAC filter maintenance across multiple properties or locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Facebookfacebook.com/AirFilterBuy
• Instagraminstagram.com/filterbuy
• TikToktiktok.com/@filterbuy
• Xx.com/FilterBuy
• LinkedInlinkedin.com/company/filterbuy

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Filter Buy