What Hydroviv does

Hydroviv is a U.S. direct-to-consumer e-commerce company that designs, manufactures, and sells point-of-use water filtration systems customized to each customer's address-specific water quality profile. Founded in 2015 by Dr. Eric Roy during the Flint Water Crisis, the company analyzes EPA, municipal utility, USGS, and state/federal water databases to formulate filter cartridges targeting only the contaminants present in a given customer's supply, rather than applying uniform media. Its core product portfolio includes an under-sink filter, refrigerator/ice maker filter, filtered showerhead, and in-line shower filter, all built on a 7-stage filtration platform (with sub-micron pore network and five specialized media) and IAPMO-certified to NSF/ANSI Standards 42, 53, and 372.

The company operates a DTC e-commerce model exclusively through Hydroviv.com, with hardware priced from approximately $99.99 to $400+ individually or in 10+ bundle configurations that drive multi-unit purchases. Recurring revenue is generated through a 6-month subscription cartridge replacement program offering a 25% discount versus one-time purchase, creating a predictable refill cadence. Marketing is multi-channel, combining content (a 131+ article Water Smarts blog), paid acquisition (Google, Meta, Bing), earned media (Shark Tank), and a $35-to-$50 referral program. Customer segments span health-conscious homeowners, renters, private well owners, and wellness-focused consumers across the United States.

Since 2020, Hydroviv has operated as part of Culligan Consumer Products, with Dr. Roy serving as Head of Science at the parent. Manufacturing occurs at a Knoxville, Tennessee facility, with corporate operations based in the Washington, DC Union Market District and a legal address in Rosemont, Illinois. The company has served over 100,000 customers since founding and maintains charitable filter donation programs with Little Miss Flint and other communities affected by water contamination events.

Name

Hydroviv

Legal name

Hydroviv, L.L.C.

Website

https://hydroviv.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Hydroviv is a U.S. direct-to-consumer e-commerce company selling NSF/ANSI-certified point-of-use water filters (under-sink, refrigerator, shower) customized to each customer's address-specific water quality data, serving residential consumers nationwide as part of Culligan Consumer Products.

Ownership category

akta.pro rank

Product category

Home Water Filtration Systems

akta.pro primary industry

Under-Sink Water Filtration Systems (CRAJAJAD)

akta.pro secondary industries

Refrigerator & Ice Maker Water Filters (CRAJAJAF), Showerhead Water Filters (CRAJAJAG), Point-of-Use (POU) Faucet-Mount Water Filters (CRAJAJAA)

Keywords

• Customized water filters
• Point-of-use filtration
• Under sink water filter
• Replacement filter cartridges
• Shower water filtration

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Filter Hardware Sales: One-time purchase of water filter systems (under sink, refrigerator, shower filters) and bundles. Prices range from $99.99 to $400+ for individual products and bundles. Initial cartridge included with housing.
2. Replacement Cartridge Subscriptions: Recurring subscription model for replacement filter cartridges every 6 months. 25% discount on subscription ($99.75 vs $133.00 for drinking water; $78.49 vs $104.65 for shower). Autoship with adjustable delivery schedule.
3. Accessories and Spare Parts: Additional revenue from accessories including housing wrenches ($15), upstream/downstream splitter tees ($20), and refrigerator filter lines.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels8 records

Core offering

Hydroviv designs, manufactures, and sells point-of-use water filtration systems (under sink, refrigerator/ice maker, and shower filters) whose cartridge formulations are customized to each customer's specific water contaminants. Using EPA, local utility, and USGS water quality data tied to the buyer's shipping address, Hydroviv formulates 7-stage filters targeting location-specific contaminants such as PFAS, lead, arsenic, VOCs, chromium 6, and chlorine, and sells the hardware plus recurring replacement cartridges through its own e-commerce site.

Product overview

Hydroviv is a customized water filtration company founded in 2015 during the Flint Water Crisis, now part of Culligan. The product portfolio centers on point-of-use water filters that are customized to each customer's specific water quality based on their address. The core products include the Under Sink Water Filter and Refrigerator/Ice Maker Water Filter (both using 7-stage customized filtration), the Filtered Showerhead (which replaces the existing showerhead), and the In-Line Shower Water Filter 2.0 (which attaches between the shower pipe and existing showerhead). These products are offered individually or as bundles ranging from two-product combinations to comprehensive three-product bundles. The company also sells replacement cartridges for all filter types and various accessories. All drinking water filters are IAPMO-certified to NSF/ANSI standards 42, 53, and 372, while shower filters have been independently tested to reduce chlorine by over 93%.

Differentiator

Problem solved

Functional benefit

Products and services

• Hydroviv Under Sink Water Filter Customized 7-stage under-sink water filtration system targeting location-specific contaminants including PFAS, lead, arsenic, VOCs, chromium-6, and chloramines. IAPMO-certified to NSF/ANSI Standards 53, 42, and 372. 720-gallon / 6-month filter life, 5-year warranty, $199.99 sale price, 15-minute DIY installation. For homeowners and renters concerned about tap water quality.
• Hydroviv Refrigerator/Ice Maker Water Filter Customized refrigerator and ice maker water filter providing 7-stage filtration for drinking water and ice directly from the fridge, targeting location-specific contaminants including PFAS, lead, arsenic, and chromium-6. For homeowners wanting filtered water and ice from their existing fridge.
• Hydroviv Filtered Showerhead Showerhead replacement using KDF-55 and Calcium Sulfite filtration media to remove over 93% of chlorine. Features bacteriostatic media, 10,000-gallon / 6-month filter life, available in chrome, brushed nickel, and matte black. For consumers concerned about chlorine's effects on skin and hair.
• Hydroviv In-Line Shower Water Filter 2.0 In-line shower filter that connects between the shower pipe and an existing showerhead. Uses KDF-55 and Calcium Sulfite to remove over 93% of chlorine; bacteriostatic media inhibits bacterial growth; 10,000-gallon / 6-month filter life; $99.99 sale price. For renters and homeowners who want to keep their existing showerhead.
• Drinking Water Filter Refill Replacement cartridge for Hydroviv Under Sink and Refrigerator/Ice Maker water filters. Rated for up to 720 gallons or 6 months. $99.75 on subscription vs. $133.00 one-time. For existing Hydroviv drinking water filter owners on a 6-month replacement cycle.
• Hydroviv Shower Water Filter Refill Replacement cartridge for the Hydroviv Filtered Showerhead and In-Line Shower Water Filter 2.0. Rated for 10,000 gallons or 6 months; $78.49 on subscription vs. $104.65 one-time. For existing Hydroviv shower filter owners on a 6-month replacement cycle.
• Water Filter Accessories & Spare Parts Accessories and spare parts for Hydroviv water filtration systems, including Housing Wrench ($15), Upstream Splitter Tee, Downstream Splitter Tee, and Refrigerator Filter Line ($20). For Hydroviv filter owners needing installation or installation-extending parts.

Quantifiable outcome

• Removes over 93% of chlorine from shower water
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Little Miss FlintcoreStrategic or Co-development PartnerOngoing partnership providing free water filters to Flint, Michigan residents affected by water crisis. Partnership resulted in Clean Water Fund raising over $1 million. For first five years, hundreds of individuals in Flint received free filters through this program.
• IAPMO R&TcoreTechnology or IntegrationThird-party certification body that certifies Hydroviv filters to NSF/ANSI standards 42, 53, and 372 for safety and performance verification.
• Duke University / NC StateminorStrategic or Co-development PartnerIndependent academic researchers who conducted peer-reviewed study testing home water filters for PFAS removal. Hydroviv performed effectively in this testing.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Pentair: Large diversified water treatment company offering residential and commercial filtration, including under-sink and whole-house systems. Overlaps on residential point-of-use products but does not focus on the customized DTC niche.
• PUR: Mass-market faucet-mount and pitcher water filter brand owned by Helen of Troy, dominant in retail. Competes with Hydroviv on price accessibility and brand awareness, though PUR's products are generic rather than customized to local water quality.
• Culligan: Global water treatment leader and Hydroviv's parent company. Operates dealer-based whole-home and point-of-use filtration. Strategic incumbent and channel partner; Hydroviv's customization layer complements Culligan's broader portfolio.
• Brita: Largest consumer water filtration brand in North America, owned by Clorox, dominant in pitchers, dispensers, and refrigerator filters. Serves the same health-conscious homeowner base but at much lower price points and via mass retail rather than customization.

Direct peers

• Berkey Filters: Direct-to-consumer gravity water filter brand with strong prepper/emergency-preparedness consumer base. Overlaps with Hydroviv on contaminant removal messaging and NSF-style certifications (though Berkey has had certification controversies).
• Aquasana: Sells under-sink, shower, and whole-house water filters directly to consumers with NSF-certified filtration. Overlapping product categories and similar health-conscious homeowner target customer, though without the address-level customization layer.
• iSpring: Direct-to-consumer and Amazon-distributed under-sink and reverse osmosis water filtration systems at competitive price points. Competes head-to-head on under-sink filtration for residential consumers.
• Clearly Filtered: Direct-to-consumer water filter company that customizes filters based on local water quality, very similar value proposition to Hydroviv (address-based contaminant targeting, subscription refills). Closest direct competitor in the customized filtration niche.
• Epic Water Filters: Direct-to-consumer home water filter brand offering under-sink, pitcher, and countertop filters marketed around contaminant removal. Comparable DTC model and contaminant-focused positioning, though customization is less granular.

Emerging players

• Waterdrop: Fast-growing DTC water filter brand with strong Amazon presence, offering under-sink, refrigerator, and reverse osmosis filters. Targets similar residential consumers with modern branding and competitive pricing, though without Hydroviv's address-level customization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights8 records

Customer concentration

• YouTubeyoutube.com/channel/UCp88-y4EGD5-sgyGu9eGCWw
• Xx.com/hydroviv_h2o
• Facebookfacebook.com/hydroviv
• LinkedInlinkedin.com/company/hydroviv

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Hydroviv