What Home Water does

HomeWater is a residential water filtration company that designs, sells, and supports whole-home, under-counter, and countertop filtration systems for individual homeowners and renters in the United States and Canada. Founded in 2010 and operating as Filter Group Inc. and Filter Group USA Inc. (headquartered in Toronto, Canada, with U.S. operations in Las Vegas), the company has installed thousands of systems over 14 years and maintains a 4.4-star rating across 3,000+ verified customer reviews. The product portfolio is anchored by two patented technology platforms: the EZChange under-counter filter system with spill-proof, tool-free filter replacement, and the UPSTREAM whole-home system with a patented upflow design and automatic backwash that operates without electricity. Complementary lines include reverse osmosis (RO) systems, water softeners, a salt-free water conditioner using nucleation assisted crystallization, and VIQUA UV disinfection. Most products are NSF/ANSI certified to Standards 42, 53, and 372 and manufactured in North America with BPA-free materials.

The business model is a direct-to-consumer e-commerce operation supported by phone-based consultative sales (Monday–Saturday, 9AM–8PM EST) and certified technician installation in select service areas. Revenue comes from one-time equipment sales ranging from a $42.84 countertop pitcher to $3,499 whole-home well water systems, plus a 30%-discounted recurring subscription on replacement filters with delivery cadences from every 2 to 12 months. Free shipping on orders $50+ to the U.S. and Canada and Affirm financing on higher-ticket systems support conversion. Top-of-funnel demand is generated through content marketing (a blog covering regional water quality), free zip-code water quality reports powered by SimpleLab, a product recommendation quiz, email newsletters, and a Refer-a-Friend program. Professional installation and a 30-day satisfaction guarantee back the company's positioning on ease of use and customer support. The company is privately held with no disclosed institutional funding and is a member of the Water Quality Association.

Name

Home Water

Legal name

Filter Group Inc. And Filter Group USA Inc.

Website

https://homewater.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

HomeWater designs and sells residential water filtration systems — whole-home, under-counter, countertop, softeners, and UV — direct to homeowners and renters in the U.S. and Canada via e-commerce, with patented EZChange and UPSTREAM platforms and a subscription-based replacement filter program.

Ownership category

akta.pro rank

Product category

Residential Water Filtration

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Whole-House (Point-of-Entry) Water Treatment Systems (CRAJAJAE)

akta.pro secondary industries

Pitcher & Dispenser Water Filters (CRAJAJAB), Under-Sink Water Filtration Systems (CRAJAJAD), Replacement Filter Cartridges & Consumables (CRAJAJAH), UV Water Purification Systems (Residential) (CRAJAJAJ)

Keywords

• Water filtration systems
• Residential water treatment
• Reverse osmosis systems
• Whole home filtration
• Water softeners

Headquarters

HQ city

Las Vegas

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, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (One-Time Purchase): Revenue from initial product sales including water filters, pitchers, under-counter systems, whole-home systems, water softeners, and accessories. Customers purchase equipment upfront with optional subscription for replacement filters.
2. Subscription/Recurring Filter Replacements: Subscription model offering automatic delivery of replacement filters at 30% discount. Covers sediment prefilters, carbon blocks, RO membranes, and specialty filters with various delivery frequencies (every 2-12 months depending on product). Creates predictable recurring revenue and customer retention.
3. Professional Installation Services: Revenue from professional installation services provided by HomeWater's certified technicians for whole-home filters and under-counter systems in select service areas. Includes water line connection and system commissioning.
4. Aftermarket Parts & Accessories: Sales of replacement parts including faucets (brushed nickel, chrome), wrench keys, glass bottles, and specialty accessories that complement the core filtration systems.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Home Water sells residential water filtration and treatment equipment, including point-of-use pitcher, countertop, and under-counter filters, whole-home filtration systems, water softeners, salt-free conditioners, and UV disinfection units. The company markets its products directly to homeowners across the United States and Canada and supplements equipment sales with replacement-filter subscriptions and professional installation services.

Product overview

HomeWater offers a comprehensive portfolio of water filtration products organized into three main categories: countertop/pitcher filters, under-counter filters, and whole-home systems. The core product line includes pitcher filters (HomeWater 10-Cup Pitcher), countertop systems, and a range of under-sink filters featuring the patented EZChange system including single-stage, 2-stage, and reverse osmosis options (4-stage RO and 4-stage RO + Alkaline). The UPSTREAM whole-home filtration line uses patented upflow design with proprietary red flint, KDF55, and catalytic carbon blend to treat water at the source, available in multiple capacities (300K, 1M, 1.5M gallons) for different household sizes. Complementary products include UPSTREAM water softeners (22K and 48K grain capacities), salt-free water conditioners, and VIQUA UV disinfection systems. The company also offers extensive replacement filters and accessories including shower filters, drinking water faucets, and related tools. All products are backed by a 30-day guarantee and are designed for easy installation with optional professional installation available.

Differentiator

Problem solved

Functional benefit

Brands

• UPSTREAM: Patented upflow 4-stage whole home water filtration system line featuring red flint, KDF55, and catalytic carbon filtration.
• EZChange

Products and services

• HomeWater 10-Cup Pitcher Water Filter
• HomeWater Countertop Water Filtration System
• EZChange Single Stage Under Counter Water Filter
• EZChange 2-Stage Under Counter Water Filter
• EZChange 4-Stage Reverse Osmosis Filtration System
• EZChange 4-Stage RO + Alkaline Filtration System
• UPSTREAM 4-Stage Whole Home Water Filter (1M gallon)
• UPSTREAM 4-Stage Whole Home Water Filter XL (1.5M gallon)
• UPSTREAM 4-Stage Whole Home Water Filter XS (300K gallon)
• UPSTREAM 4-Stage Well Water Whole Home Filter XL
• UPSTREAM Whole Home Water Softener (22K grain)
• UPSTREAM Whole Home Water Softener XL (48K grain)
• Salt-Free Water Conditioner
• VIQUA UV Light Water Disinfection System

Quantifiable outcome

• Removes over 100+ contaminants including chlorine, lead, VOCs, PFOS/PFAS, heavy metals, sediment, and particulates
• +4 more outcomes

Named customers4 records

Segments3 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.

• VIQUA (Hablo)minorChannel Partner/ Reseller/ DistributorHomeWater resells VIQUA ultraviolet light water disinfection systems as part of their product portfolio, offering UV-based microbial contamination control for residential applications.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SpringWell Water Filtration Systems: D2C U.S. residential water filtration company selling whole-home, under-sink, and reverse osmosis systems through a similar e-commerce + content-marketing playbook. Closest comparable to HomeWater in product mix, target customer (residential homeowners), GTM, and pricing tiers.
• Aquasana: Long-standing D2C and omnichannel residential water filtration brand offering whole-home, under-counter, shower and pitcher systems with similar NSF-certified positioning. Direct competitor to HomeWater across virtually every product category, including a comparable subscription model for replacement filters.
• Express Water: D2C seller of residential reverse osmosis, under-sink, and whole-home filtration systems marketed heavily online. Overlaps directly with HomeWater's under-counter and RO lines at similar price points and the same SEO/content-driven acquisition motion.
• iSpring Water Systems: D2C water filtration brand offering RO, under-sink, whole-house and countertop systems across multiple filtration stages; comparable SKU breadth, online-led sales, and emphasis on DIY installation akin to HomeWater's EZChange line.
• Waterdrop: Fast-growing D2C water filtration brand focused on under-sink RO, refrigerator, and pitcher filters with strong subscription penetration. Direct peer particularly in countertop/pitcher and under-sink categories, competing for the same e-commerce buyer.
• Pelican Water Systems: Residential whole-home water filtration and softening brand selling direct and through dealers. Comparable product architecture (whole-home filters, softeners, salt-free conditioners) and similar target market of U.S. homeowners concerned about contaminants.

Broad incumbents

• Culligan International: Global incumbent in residential and commercial water treatment with whole-home filtration, softening, and dealer/service network. Competes with HomeWater across all POE/POU categories but with much broader footprint, financing, and installed-service capability.
• Pentair plc: Public multinational water solutions company with residential filtration, softening, and plumbing-focused product lines (e.g., Everpure). A much larger incumbent that competes with HomeWater in whole-home and under-sink segments through both retail and dealer channels.
• Brita (The Clorox Company): Dominant U.S. consumer pitcher and dispenser water filter brand owned by Clorox, with strong mass-market distribution. Direct overlap with HomeWater's countertop/pitcher category and benchmark for subscription replacement economics in residential filtration.

Emerging players

• Berkey (New Millennium Concepts): Niche gravity-based whole-home and countertop filtration brand sold direct and through specialty retailers. Competes with HomeWater's countertop/pitcher SKUs in the same consumer segment, though concentrated in a specific gravity-filtration niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/HomeWaterCorp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Home Water