What Express Water does

Express Water Inc. is a privately held, direct-to-consumer water filtration company headquartered in North Hollywood, California, founded by three individuals with a combined 27 years of water-industry experience. The company designs and sells NSF/ANSI-certified Reverse Osmosis (RO) and Whole House point-of-entry filtration systems, water softeners, dispensers, and accessories under its own brand and the CuZn sub-brand, with advertised reduction of up to 99.99% of 158 contaminants including lead, PFAS, pharmaceuticals, fluoride, and VOCs (NSF/ANSI Standards 42, 53, 58, 61, P231, 401, 473).

Product architecture centers on multi-stage filtration: sediment pre-filters, granular activated carbon, carbon block, RO membranes, and post-carbon polishing, with optional add-on stages (alkaline remineralization, UV sterilization, deionization). Pricing spans $164.99 countertop units to $597.99 premium 3-stage whole-house systems, with subscription-based filter replacement sets (5% recurring discount, 6/12-month cadence) creating a recurring revenue layer atop one-time hardware sales. The full catalog includes 40+ SKUs spanning RO systems, whole-house configurations (1-3 stages, targeted at heavy metals, iron/manganese, anti-scale, and ultimate protection), replacement filter sets and individual filters, RO faucets, storage tanks (3-20 gallons), and adjacent appliances such as a sparkling water maker.

The business operates exclusively through DTC e-commerce at expresswater.com, with no physical retail, supported by toll-free phone sales, an Impact.com affiliate program, organic search/SEO, an email acquisition offer (10% off), a 20/20 referral program, and a points-based rewards program. Geographic reach is US-only. The company self-reports serving "hundreds of thousands" of customers and maintains an ongoing social-impact partnership with charity: water (Bangladesh 2022, India 2023, 2024 project in planning). Ownership is founder-held with no disclosed institutional funding, M&A activity, or headcount data.

Name

Express Water

Legal name

Express Water Inc.

Website

https://expresswater.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Express Water is a privately held, DTC-only US water filtration company selling NSF-certified reverse osmosis and whole-house filtration systems, water softeners, and replacement filters directly to residential consumers via expresswater.com, with subscription-based recurring filter revenue.

Ownership category

akta.pro rank

Product category

Residential Water Filtration Systems

akta.pro primary industry

Reverse Osmosis (RO) Systems (Residential) (CRAJAJAK)

akta.pro secondary industries

Whole-House (Point-of-Entry) Water Treatment Systems (CRAJAJAE), Replacement Filter Cartridges & Consumables (CRAJAJAH), Under-Sink Water Filtration Systems (CRAJAJAD)

Keywords

• Reverse osmosis systems
• Whole house filtration
• Water softener systems
• Replacement water filters
• Under sink filtration

Headquarters

HQ city

North Hollywood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Water Filtration System Sales: One-time sales of RO systems, whole house systems, water softeners, and related hardware. Products include entry-level systems under $200 to premium systems over $600.
2. Filter Replacement Subscriptions: Subscription-based filter replacement delivery service at discounted prices. Pre-filters recommended every 6 months, RO membranes every 12-24 months. Provides recurring revenue and customer retention.
3. Accessories and Parts: Sales of replacement filters, faucets, storage tanks, leak detectors, pressure gauges, and installation parts. Includes branded Express Water accessories.
4. Soda Maker and Appliances: Sparkling water makers and related accessories sold as one-time purchases. CO2 cylinders for ongoing revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Express Water designs and sells residential water filtration hardware directly to consumers through its own e-commerce website. Core products include NSF-certified multi-stage reverse osmosis (RO) systems, whole-house point-of-entry filtration systems, salt-based water softeners, and a recurring filter-replacement subscription service. The portfolio spans entry-level portable countertop units to premium tankless 600GPD RO systems and 3-stage whole-house configurations targeting heavy metals, scale, and iron/manganese.

Product overview

Express Water offers a comprehensive portfolio of point-of-use and point-of-entry water filtration solutions. The core product lines include Reverse Osmosis (RO) systems (under-sink and countertop variants) and Whole House (point-of-entry) filtration systems, supplemented by water softeners, dispensers, and CuZn-branded under-counter filters. RO systems range from classic 5-stage models ($206.99) to advanced tankless 600GPD systems ($394.99-$432.99) and the premium Elite RO with Easy Change filters ($306.99). Whole House systems span 1-stage to 3-stage configurations ($142.99-$597.99) targeting specific issues like heavy metals, iron/manganese, and scale. The product ecosystem includes replacement filter sets, single filters, RO faucets, storage tanks (2-20 gallons), accessories (boosters, leak detectors, chillers), and a sparkling water maker. All products share a common focus on reducing up to 99.99% of 158 contaminants with NSF-certified filtration technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Reverse Osmosis Systems NSF-certified multi-stage reverse osmosis drinking water systems for residential point-of-use installation under a sink or on a countertop, including alkaline remineralization, UV sterilization, deionization, and tankless 600GPD configurations.
• Whole House Water Filtration Systems Point-of-entry whole-house water filtration systems in 1-stage, 2-stage, and 3-stage configurations that address heavy metals, iron/manganese, scale, sediment, and chlorine at the main water line for the entire home.
• Hydro Express Water Softeners Salt-based ion exchange water softeners that remove calcium and magnesium hardness from household water to prevent limescale and improve detergent efficiency, available in 30,000 and 45,000 grain capacities.
• RO System Replacement Filter Sets Subscription-capable replacement filter sets for Express Water RO systems covering sediment, carbon, membrane, alkaline, UV, deionization, and post-carbon stages to keep systems performing to specification.
• Whole House Replacement Filter Sets Replacement filter sets for Express Water whole-house systems across all configurations, including combinations for heavy metals, anti-scale, iron/manganese, and sediment plus carbon stages.
• Water Filter Accessories Supporting accessories for Express Water filtration systems, including TDS meters, automatic leak shut-off valves, adjustable booster pumps, undersink water chillers, and water pressure gauges.
• RO Faucets Lead-free dedicated faucets for RO systems in Modern Chrome and Deluxe Chrome finishes, with 360-degree swivel, ceramic disc valves, and 304 stainless steel construction.
• RO Water Storage Tanks NSF-certified pressurized RO water storage tanks in 3, 4, 11, and 20 gallon capacities for storing purified water at the point of use.
• Parts and Fittings Replacement parts and fittings for Express Water RO and whole-house systems, including feed adapter valves, automatic shut-off valves, filter housing wrenches, filter housings, O-ring kits, and ball valves.
• Sparkling Water Maker Countertop sparkling water maker that produces up to 60 liters of bubbly water per CO2 cylinder without electricity, with ongoing CO2 cylinder purchases as consumable revenue.
• CuZn Water Filters Sub-brand line of CuZn under-counter filters in UC-100, UC-150, and UC-200 series capacities, plus direct-connect StreamLine and 3-Stage systems and a bottom-load water dispenser, marketed as compact point-of-use filtration and dispensing alternatives.

Quantifiable outcome

• 99.99% reduction of 158 contaminants and Total Dissolved Solids (TDS)
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• charity: watercoreStrategic or Co-development Partner · 1 January 2022Express Water partners with charity: water organization to fund clean water projects globally. Committed to funding 100% of a clean water project annually. Completed Bangladesh project ($6,500) in 2022 and India project ($10,000) in 2023 through charity: water's network of local implementing partners including BRAC and Gram Vikas. 2024 project currently in planning.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• PUR (Helen of Troy): PUR sells faucet-mount and pitcher filters in mass retail, competing for the entry-level household filtration consumer. Overlaps with Express Water's residential homeowner segment but at a different price tier and distribution model.
• Culligan: Culligan is a large, established water-treatment company offering whole-house RO, softening, and dealer-installed solutions across a broad portfolio. Operates in the same residential filtration category as Express Water but through a dealer/installer model rather than DTC.
• Brita: Brita (owned by Clorox) is the mainstream incumbent in household water filtration, with pitcher and faucet-mount filters dominating retail. Adjacent competitor that competes for the same residential water-quality consumer but with different form factors.

Direct peers

• Home Master (Perfect Water Technologies): Home Master sells premium tankless and modular RO systems direct to consumers, targeting the same DIY homeowner segment as Express Water. Comparable product positioning and emphasis on upgrade features like remineralization and easy filter changes.
• Brondell: Brondell designs and sells residential RO, whole-house, and bidet products DTC with an emphasis on design-forward, feature-rich SKUs (e.g., smart controls). Comparable on DTC channel and overlapping product categories (RO, water filtration).
• APEC Water Systems: APEC is one of the largest US DTC manufacturers of residential reverse osmosis and ultrafiltration systems, selling RO units in a similar price band to Express Water. Highly comparable on product line, channel strategy (DTC + Amazon), and target customer (DIY homeowners).
• Clearly Filtered: Clearly Filtered markets premium under-sink and pitcher filtration direct to consumers, with an emphasis on third-party lab testing for hundreds of contaminants—parallel to Express Water's NSF/158-contaminant messaging. Comparable positioning in the premium DTC filtration segment.
• Waterdrop: Waterdrop is a fast-growing DTC water filtration brand offering under-sink RO, refrigerator filters, and replacement cartridges with a strong content-marketing and subscription model. Comparable on GTM motion (DTC e-commerce + subscription filters) and modern brand positioning.
• iSpring Water Systems: iSpring sells multi-stage RO, whole-house, and UV filtration systems direct to consumers and through Amazon at price points that overlap with Express Water's RO5DX/RO10DX lineup. Direct competitor with comparable NSF-certified product positioning.
• Aquasana: Aquasana sells whole-house, under-sink, and shower filtration systems direct to consumers and through retail channels, with a similar emphasis on contaminant reduction certifications. Comparable on product mix spanning point-of-use and point-of-entry filtration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagramcdn-yotpo-images-production.yotpo.com/instagram/36/18011713069779936/standard_resolution.jpg
• Xx.com/expresswaterusa
• Facebookfacebook.com/expresswater

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Express Water