Clearly Filtered
Clearly Filtered is a US direct-to-consumer water filtration company selling NSF-certified pitchers, bottles, fridge filters, and under-sink systems powered by its proprietary Affinity® multi-media filtration technology to health-conscious consumers.
- Company typePrivate
- Founded2011
- HeadquartersRancho Santa Margarita, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Clearly Filtered does
Clearly Filtered, Inc. is a privately-held US consumer products company founded in 2011 and headquartered in Rancho Santa Margarita, California, that designs, manufactures, and sells residential and portable water filtration products under its proprietary Affinity® Filtration Technology brand. The product portfolio spans four system categories — gravity-fed pitchers, insulated and Tritan filtered water bottles (16oz Kids through 40oz), universal inline fridge filters, and a 3-stage under-sink system — each backed by proprietary replacement filters sold individually or in multi-packs. Affinity® technology is a 6-media blend that uses ionic absorption to capture up to 365+ contaminants (fluoride, lead, PFAS, microplastics, chlorine, arsenic, pharmaceuticals) while preserving healthy minerals, with performance validated by NSF/ANSI certifications (Standards 42, 372, 53, 401, 473) and third-party ISO 17025 lab testing through IAPMO New Jersey.
The company operates a direct-to-consumer e-commerce model exclusively through clearlyfiltered.com, with no retail or wholesale distribution. Revenue is generated through one-time hardware purchases ($45-$550) and a recurring autoship subscription program for replacement filters that provides 10% savings and free US shipping. Customer acquisition is content-led, driven by a zip-code-based water quality quiz, an educational blog on water contamination topics, and an active social presence across Instagram, Facebook, LinkedIn, and TikTok, supplemented by an ambassador/affiliate program via Aspire IQ. A Truemed partnership enables HSA/FSA payment eligibility, expanding the addressable pool to health-fund holders. The customer base of 325,000+ is composed entirely of individual consumers (health-conscious households, families, travelers), with no enterprise or B2B accounts in the evidence base.
Clearly Filtered firmographics
Firmographics- Name
- Clearly Filtered
- Legal name
- Clearly Filtered, Inc.
- Website
- https://clearlyfiltered.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Clearly Filtered is a US direct-to-consumer water filtration company selling NSF-certified pitchers, bottles, fridge filters, and under-sink systems powered by its proprietary Affinity® multi-media filtration technology to health-conscious consumers.
- Ownership category
- akta.pro rank
Clearly Filtered industry classification
Industry- Product category
- Consumer Water Filtration
- NAICS
- Bottled Water Manufacturing (312112)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Pitcher & Dispenser Water Filters (CRAJAJAB)
- akta.pro secondary industry
- Replacement Filter Cartridges & Consumables (CRAJAJAH)
Keywords
Where Clearly Filtered is headquartered
LocationHeadquarters
- HQ city
- Rancho Santa Margarita
- HQ country
- United States
- HQ region
- North America
Markets served
Clearly Filtered 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
Revenue model
- Hardware Product Sales: One-time purchase of filtration products including water pitchers ($90), filtered water bottles ($58.50-$72), under-sink systems ($495), and fridge filters ($148.50). Customers can purchase bundles with multiple filters at discounted prices.
- Subscription/Autoship (Replacement Filters): Recurring revenue through autoship program for replacement filters. Subscribers save 10% on every order and receive free US shipping. Filter delivery cadence options include every 2, 3, 4, 6, 9, or 12 months depending on product type and household size.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Filtered Water Pitcher - One-time purchase or subscription |
| Unit Pricing | Pay-as-you-go | Replacement Filters - Individual and bulk packs |
| One time/ perpetual license | Monthly | Filtered Water Bottles - Multiple sizes available |
| Subscription | Pay-as-you-go | Universal Inline Fridge Filter |
| One time/ perpetual license | Monthly | 3-Stage Under Sink Water Filter System |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels9 records
Clearly Filtered product offering
Product offeringCore offering
Clearly Filtered manufactures and sells premium consumer water filtration products — including NSF Certified filtered water pitchers, insulated filtered water bottles, a 3-stage under-sink filtration system, and a universal inline fridge filter — all powered by its proprietary Affinity Filtration Technology targeting 365+ contaminants. The company sells direct-to-consumer through its own e-commerce site, supported by a recurring subscription/autoship program for replacement filters with free US shipping.
Product overview
Clearly Filtered is a water filtration company offering a portfolio of consumer filtration products unified by proprietary Affinity Filtration Technology. The product lineup consists of four main filtration system categories: (1) the NSF Certified Filtered Water Pitcher (with bundle options including filter packs), (2) the Universal Inline Fridge Filter for refrigerator water lines, (3) the 3-Stage Under the Sink Water Filter System for whole-home filtration, and (4) a range of insulated stainless steel and Tritan filtered water bottles in multiple sizes (16oz kids, 20oz, 24oz Tritan, 32oz, and 40oz) plus replacement filters and accessories for all systems. All products leverage Affinity Filtration Technology, a proprietary 6-media blend using ionic absorption to target contaminants while preserving beneficial minerals, with demonstrated performance against 200-365+ contaminants depending on the product.
Differentiator
Problem solved
Functional benefit
Brands
- Affinity® Filtration Technology: Proprietary filtration technology that powers the company's water filters, proven to protect from up to 365+ contaminants without targeting healthy minerals.
Products and services
- Filtered Water Pitcher NSF Certified gravity-fed water pitcher for home use that removes 365+ contaminants including fluoride, lead, chlorine, PFAS, and arsenic via Affinity Filtration Technology, while preserving beneficial minerals. For health-conscious households seeking daily drinking and cooking water.
- Filtered Water Pitcher + Filter 3-Pack Bundle of the NSF Certified Filtered Water Pitcher with three replacement pitcher filters for extended coverage and value. For new customers wanting multi-month supply at purchase.
- Filtered Water Pitcher + Filter 6-Pack Bundle of the NSF Certified Filtered Water Pitcher with six replacement pitcher filters for maximum coverage and value. For new customers wanting long-term supply at purchase.
- Universal Inline Fridge Filter Universal-fit inline refrigerator filter that connects directly to a fridge water line to deliver filtered water and ice, certified to NSF/ANSI 53, 401, and 473 in addition to 42 and 372. For homeowners wanting filtered water at the fridge with DIY installation.
- 3-Stage Under the Sink Water Filter System Three-stage under-sink water filtration system with dedicated faucet that uses Affinity Filtration Technology for comprehensive drinking and cooking water filtration. For homeowners seeking whole-point-of-use filtration at the sink.
- 40oz Insulated Stainless Steel Filtered Water Bottle Double-walled insulated 40oz stainless steel water bottle with a built-in Affinity filter targeting 200+ contaminants. For consumers wanting high-capacity portable filtered water on the go.
- 32oz Stainless Steel Filtered Water Bottle Insulated 32oz stainless steel filtered water bottle with Affinity Filtration Technology for portable contaminant removal. BPA/BPS/phthalate-free. For on-the-go hydration users.
- 20oz Stainless Steel Filtered Water Bottle Compact cup-holder-friendly 20oz insulated stainless steel filtered water bottle using Affinity Technology to target 200+ contaminants. For commuters and daily portable hydration.
- 16oz Kids Stainless Steel Filtered Water Bottle Child-sized 16oz insulated stainless steel filtered water bottle with Affinity Filtration Technology for portable contaminant removal. For parents seeking filtered water for kids at school or activities.
- 24oz Tritan Filtered Water Bottle 24oz BPA-free Tritan plastic filtered water bottle with Affinity Filtration Technology, lightweight and portable. For users preferring lightweight plastic over stainless steel.
- Pitcher Replacement Filter NSF Certified replacement filter (Model CF-PRF) for the Filtered Water Pitcher with 100-gallon capacity using Affinity Filtration Technology. For existing pitcher owners on a recurring replacement schedule.
- Pitcher Replacement Filter 3-Pack Bundle of three NSF Certified replacement pitcher filters, each 100-gallon capacity. For existing pitcher owners wanting multi-month supply at a discount.
- Pitcher Replacement Filter 6-Pack Bundle of six NSF Certified replacement pitcher filters, each 100-gallon capacity. For existing pitcher owners wanting long-term supply at maximum discount.
- 3-Stage Under the Sink Replacement Filters Replacement filter set for the 3-Stage Under the Sink Water Filter System maintaining the original Affinity Filtration Technology performance. For existing under-sink system owners on a recurring replacement schedule.
- Bottle Replacement Filter Single replacement filter compatible with all Clearly Filtered filtered water bottles with 25-gallon or 6-month life. For existing bottle owners on a recurring replacement schedule.
- Bottle Replacement Filter 3-Pack Bundle of three replacement filters for Clearly Filtered water bottles, each 25-gallon capacity. For existing bottle owners wanting multi-month supply.
Quantifiable outcome
- Removes up to 365+ contaminants including fluoride (>99.54%), lead (99.34%), PFOA (>99%), PFOS (>99.50%), and microplastics (>99.99%)
- +3 more outcomes
Companies that use Clearly Filtered
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Clearly Filtered technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Clearly Filtered partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- TruemedcoreTruemed partners with Clearly Filtered to enable qualified customers to use HSA (Health Savings Account) and FSA (Flexible Spending Account) funds on Clearly Filtered water filtration products. The partnership allows customers to save approximately 30% through pre-tax HSA/FSA dollars. Truemed issues Letters of Medical Necessity to qualifying customers after evaluating their eligibility through a clinical intake survey. This partnership expands Clearly Filtered's addressable market to health-conscious consumers who prefer using pre-tax health funds for wellness purchases.
- NSF InternationalcoreNSF International provides third-party certification and testing services for Clearly Filtered products. Products are certified to NSF/ANSI Standards 42 (chlorine taste and odor reduction) and 372 (lead-free materials), with the fridge filter also certified to standards 53, 401, and 473. NSF has set scientific standards for quality and safety testing since 1944 and certification can be verified directly on NSF's website.
- IAPMO New Jersey (formerly QFT)coreIAPMO New Jersey (formerly Quality Filtration Testing, QFT) is an independent ISO 17025 certified laboratory that performs contaminant testing for Clearly Filtered products following NSF/ANSI protocols. Testing occurs under controlled laboratory conditions with results available on the company's lab test results pages.
- Aspire IQminorAspire IQ provides Clearly Filtered's ambassador and affiliate marketing platform. The program allows brand ambassadors to join and promote Clearly Filtered products through referral links, generating additional GTM reach through influencer and advocate marketing.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Clearly Filtered competitors and assessment
Company assessmentBroad incumbents
- PUR (Helen of Troy): PUR is a leading pitcher and faucet-mount filter brand owned by Helen of Troy Limited, with deep retail penetration. It is explicitly referenced in Clearly Filtered's own customer testimonials as the brand customers are switching away from, making it a directly comparable — and larger — competitor.
- Brita (Clorox): Brita is the dominant mainstream water filtration brand, owned by Clorox, offering pitchers, dispensers, bottles, and faucet-mount filters. It competes directly with Clearly Filtered's pitcher and bottle lines but at lower price points and with broader retail distribution and substantially larger marketing budgets.
Emerging players
- Seychelle Water Filtration: Seychelle produces portable filtered water bottles, pitchers, and replacement filters with patented filtration media. It overlaps Clearly Filtered's bottle and pitcher lines and serves a similar health-conscious DTC customer base.
- Waterdrop: Waterdrop offers under-sink, reverse osmosis, refrigerator, and pitcher filtration products with strong Amazon and DTC presence. It overlaps Clearly Filtered's full product line at typically lower price points, making it a relevant emerging competitive threat.
Direct peers
- Epic Water Filters: Epic Water Filters produces pitchers, bottles, and dispensers using solid carbon block filtration with third-party testing. It is a DTC-focused premium competitor with comparable product breadth and a similar consumer demographic.
- Berkey Filters: Berkey sells gravity-fed stainless steel water filtration systems with replaceable filter elements, directly comparable to Clearly Filtered's pitcher line. Both serve health-conscious consumers seeking high-contaminant removal and long filter life.
- ZeroWater: ZeroWater sells 5-stage pitcher and bottle filters positioned on contaminant removal (TDS reduction), with published lab testing. Like Clearly Filtered, it occupies the premium performance tier of pitcher filtration and competes for the same health-conscious consumer.
- iSpring: iSpring manufactures under-sink, reverse osmosis, and whole-house water filtration systems with a strong direct-to-consumer online presence. It is a closer match to Clearly Filtered's under-sink and replacement filter offerings than to its pitcher/bottle business.
- LifeStraw: LifeStraw offers water filtration products across home, outdoor, and travel use cases — including pitchers, bottles, and personal filters. It overlaps Clearly Filtered in the consumer home/personal filtration space and competes in the bottled-filter category.
- AquaTru: AquaTru makes countertop reverse-osmosis water purifiers positioned as premium home filtration. While AquaTru uses RO technology, both brands target the same premium, health-conscious DTC consumer seeking better-than-pitcher contaminant removal.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Clearly Filtered social profiles
Digital presenceClearly Filtered compliance and trust
Trust signalCompliance3 records
Clearly Filtered financial estimates
Financial estimateRevenue estimate
Valuation estimate
Clearly Filtered leadership team
Management profileNumber of profiles
Profiles1 record
Clearly Filtered funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Clearly Filtered 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 Clearly Filtered
What does Clearly Filtered do?
Clearly Filtered manufactures and sells premium consumer water filtration products — including NSF Certified filtered water pitchers, insulated filtered water bottles, a 3-stage under-sink filtration system, and a universal inline fridge filter — all powered by its proprietary Affinity Filtration Technology targeting 365+ contaminants. The company sells direct-to-consumer through its own e-commerce site, supported by a recurring subscription/autoship program for replacement filters with free US shipping.
Is Clearly Filtered a public or private company?
Clearly Filtered is a private company. It is classified as unknown and is currently operating.
When was Clearly Filtered founded?
Clearly Filtered was founded in 2011. It employs 11 to 50 people.
Where is Clearly Filtered based?
Clearly Filtered is headquartered in Rancho Santa Margarita, United States, in the North America region.
How does Clearly Filtered make money?
Two revenue lines are on record. Hardware Product Sales are the primary driver. The others are subscription/Autoship (Replacement Filters).
Who are Clearly Filtered's main competitors?
Broad incumbents on record are PUR (Helen of Troy) and Brita (Clorox). Emerging players are Seychelle Water Filtration and Waterdrop. Direct peers are Epic Water Filters, Berkey Filters, ZeroWater, iSpring, LifeStraw and AquaTru.
Does Clearly Filtered have an API?
No public API is recorded for Clearly Filtered.
What industry is Clearly Filtered in?
Clearly Filtered's product category is Consumer Water Filtration. Its primary akta.pro industry code is CRAJAJAB, Pitcher & Dispenser Water Filters, with a secondary code of CRAJAJAH, Replacement Filter Cartridges & Consumables. Its NAICS code is 312112 and its SIC code is 2080.