Brita PRO
Brita PRO, operated by Protect Plus, LLC under license from Brita LP, manufactures and sells professionally installed whole-home water filtration and softening systems to US residential and light commercial customers through an authorized dealer network.
- Company typePrivate
- Founded2018
- HeadquartersHickory, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Brita PRO does
Brita PRO is the whole-home water filtration and softening brand of Protect Plus, LLC, a privately held company headquartered at 420 Third Ave NW, Hickory, North Carolina. Protect Plus, LLC operates the brand and website (britapro.com) under a trademark license from Brita LP, which owns the BRITA PRO mark. The company was launched in January 2018 and serves residential homeowners and light commercial customers across select US states, primarily through a network of authorized dealers who handle sales, professional installation, and ongoing service. Its target use cases include treating all water entering a household — drinking, bathing, cooking, dishwashing, and laundry — as well as addressing hard water.
The product portfolio spans two categories: a Water Filtration line (Carbon Platinum Series, Catalytic Carbon Platinum Series, Particulate, Neutralizer, Iron, Nitrate, Lead Titanium, Chloramine Titanium, PFAS Titanium, and an under-sink Reverse Osmosis system) and a Water Softener line (Advanced Softeners, Catalytic Carbon Filtration Softeners, and Iron Filtration Softeners). The underlying technology combines ion-exchange water softening with multi-stage carbon and reverse-osmosis filtration. Brita PRO holds system-level IAPMO R&T certification to NSF/ANSI Standard 44 — distinct from competitors' component-level certifications — and manufactures in an IAPMO-certified US facility. The company also offers independent EPA-certified laboratory water testing before and after installation to verify performance and tailor system specification to local water conditions.
Brita PRO generates revenue primarily through one-time hardware sales of professionally installed filtration and softening systems, distributed and serviced via authorized dealer partners rather than direct online sales. Pricing is quote-based, determined after water-quality analysis and consultation, and is not publicly disclosed. The company does not sell software, subscriptions, or consumable refills at scale, and there is no venture funding, M&A activity, or public financial disclosure in the source data. Brand awareness is leveraged from the global Brita name, while product differentiation is grounded in system-level certification, independent lab verification, and customized regional water-quality matching.
Brita PRO firmographics
Firmographics- Name
- Brita PRO
- Legal name
- Protect Plus, LLC
- Website
- https://britapro.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Brita PRO, operated by Protect Plus, LLC under license from Brita LP, manufactures and sells professionally installed whole-home water filtration and softening systems to US residential and light commercial customers through an authorized dealer network.
- Ownership category
- akta.pro rank
Brita PRO industry classification
Industry- Product category
- Residential Water Filtration and Softening Equipment
- NAICS
- Analytical Laboratory Instrument Manufacturing (334516)
- SIC
- Services-Testing Laboratories (8734)
- akta.pro primary industry
- Water Softener, Filtration & Treatment System Installation (HSAOAAAH)
- akta.pro secondary industries
- Separation & Filtration Equipment (Filters, Centrifuges, Membranes) (IMAHAEAB), Water Testing Kits & Monitoring (Household) (CRAJAJAL), Under-Sink Water Filtration Systems (CRAJAJAD)
Keywords
Where Brita PRO is headquartered
LocationHeadquarters
- HQ city
- Hickory
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Brita PRO business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Whole-Home Water Filtration Systems: Sale of professionally installed whole-home water filtration systems that treat all water entering the home. Products include Carbon Platinum Series, Catalytic Carbon, Particulate filters, Neutralizers, Iron filters, Nitrate removal, Lead Titanium, Chloramine Titanium, PFAS Titanium, and Reverse Osmosis systems.
- Water Softener Systems: Sale of advanced home water softener systems using ion exchange technology. Includes Advanced Softeners, Catalytic Carbon Filtration Softeners, and Iron Filtration Softeners.
- Dealer Network Distribution: Products sold and professionally installed through a network of authorized dealer partners. Dealers sell, install, and service the product line in their respective markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Professional installation required through authorized dealer network |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Brita PRO product offering
Product offeringCore offering
Brita PRO manufactures and sells whole-home water filtration systems and home water softeners, including the Carbon, Catalytic Carbon, Particulate, Neutralizer, Iron, Nitrate, Lead, Chloramine, and PFAS Platinum/Titanium Series filters, an under-sink reverse osmosis system, and advanced ion-exchange water softeners. Products are made in an IAPMO-certified USA facility, are IAPMO R&T system-level certified, and are professionally sold, installed, and serviced by an authorized dealer network, with optional independent EPA-certified lab testing before and after installation.
Product overview
Brita PRO is a whole-home water filtration and water softening company offering a comprehensive portfolio of water treatment products. The product lineup includes two main categories: Water Filtration products (Carbon Platinum Series, Catalytic Carbon Platinum Series, Particulate Platinum Series, Neutralizer Platinum Series, Iron Platinum Series, Nitrate Platinum Series, Lead Titanium Series, Chloramine Titanium Series, PFAS Titanium Series, Reverse Osmosis System, and Home Water Testing) and Water Softeners (Advanced Softener, Catalytic Carbon Filtration Softeners, and Iron Filtration Softener System). All products are certified as an integrated system by IAPMO R&T and are made in IAPMO-certified manufacturing facilities in the USA. The company provides customized whole-home filtration solutions tailored to specific impurities found in each customer's water, with independent EPA-certified lab testing before and after installation.
Differentiator
Problem solved
Functional benefit
Products and services
- Carbon Platinum Series Filter Whole-home water filter designed to reduce chlorine and improve the taste and odor of water throughout the home.
- Catalytic Carbon Platinum Series Filter Advanced catalytic carbon filter for whole-home water treatment that targets specific contaminants beyond standard carbon filtration.
- Particulate Platinum Series Filter Whole-home filter designed to remove particulate matter and sediments from household water supply.
- Neutralizer Platinum Series Filter pH neutralizer filter that balances water acidity levels throughout the home.
- Iron Platinum Series Filter Whole-home filter designed to remove iron and manganese from household water supply.
- Nitrate Platinum Series System Specialized filtration system for nitrate removal from residential water.
- Lead Titanium Series Filter Whole-home water filter designed specifically to remove lead contaminants from household water.
- Chloramine Titanium Series System Whole-home filtration system designed to address chloramine contamination in municipal water supplies.
- PFAS Titanium Series System Advanced filtration system designed to remove PFAS (per- and polyfluoroalkyl substances) 'forever chemicals' from household water.
- Titan Reverse Osmosis System High-capacity under-sink reverse osmosis system that uses pressure-driven membrane filtration to improve the taste and quality of drinking and cooking water.
- Home Water Testing Kits Independent EPA-certified laboratory testing kits that identify specific impurities in a customer's water supply before and after system installation, used to specify the right filtration solution and verify performance.
- Advanced Water Softener Advanced home water softener system using ion exchange technology with potassium chloride pellets to remove calcium and magnesium minerals and protect household appliances.
- Catalytic Carbon Filtration Softener Combination water softener and catalytic carbon filtration system providing softening plus targeted contaminant reduction in a single whole-home unit.
- Iron Filtration Water Softener System Integrated water softener and iron/manganese removal system with metered regeneration, certified to NSF/ANSI Standard 44, capable of removing up to 10 ppm of ferrous or ferric iron.
Quantifiable outcome
- Removes up to 10 ppm of ferrous or ferric iron from water
- +2 more outcomes
Companies that use Brita PRO
Customer profileSegments2 records
Ideal customer profiles2 records
Brita PRO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Brita PRO partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered regional and core.
- Aqua ServeregionalAqua Serve in Broomfield, Colorado joined the Brita PRO partner network to offer professionally installed water filters and softeners for residential and light commercial use. Aqua Serve sells, installs, and services the Brita PRO line throughout the Denver market.
- El Paso Water SoftenersregionalEl Paso Water Softeners in El Paso, Texas joined the Brita PRO partner network to offer a line of professionally installed water filters and softeners for residential and light commercial use.
- Brita LPcoreBrita LP is the owner of the BRITA PRO trademark. Protect Plus, LLC operates BritaPro.com and uses the BRITA PRO trademark and logo under license from Brita LP.
- Protect Plus, LLCcoreProtect Plus, LLC is the operating company that owns and operates BritaPro.com website, manages the dealer network, and is responsible for all business operations related to Brita PRO products in the United States.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Brita PRO competitors and assessment
Company assessmentEmerging players
- Hellenbrand: Hellenbrand is a Midwestern water-treatment manufacturer offering whole-home filtration, softening, and drinking-water systems via authorized dealers. Comparable residential focus but smaller scale and more limited geographic footprint than Brita PRO's stated reach.
Broad incumbents
- Watts Water Technologies: Watts manufactures water treatment, plumbing, and flow-control products including whole-home filtration and conditioning equipment sold through plumbing wholesalers and dealers. Adjacent product overlap but a broader industrial / commercial portfolio than Brita PRO.
- EcoWater Systems: EcoWater (a subsidiary of Lindsay Corporation) is one of the largest established whole-home water treatment brands globally, with a deep US dealer network offering softeners, filters, and drinking-water systems. Comparable in scale and channel, with a longer operating history than Brita PRO.
- Pentair: Pentair is a large, publicly traded water-treatment and pool-equipment manufacturer offering whole-home filtration, softening, and RO products through retail and trade channels. Overlaps on residential water treatment but operates across a much broader portfolio.
Direct peers
- Rayne Water: Rayne Water provides whole-home water softening, filtration, and RO systems via a franchised dealer network with strong presence in the Western US. Highly comparable channel and product model, with concentrated regional identity.
- Aquasana: Aquasana offers whole-home and under-sink filtration systems, including specialty contaminant-removal units (e.g., chlorine, lead, pesticides), sold direct and via retail. Comparable product positioning, contaminant-focused differentiation, and residential target market.
- Culligan: Culligan is a leading direct-to-home provider of whole-house water softening and filtration systems, including certified under-sink and point-of-entry units, sold via an authorized dealer network in the US. Highly comparable to Brita PRO in product scope, channel model, and residential target customer.
- Pelican Water Systems: Pelican manufactures whole-home water filtration, water softeners, and reverse osmosis systems with a focus on targeted contaminant removal (iron, sulfur, PFAS-like claims). Directly comparable in product breadth and residential whole-home install model.
- Springwell Water Filtration: Springwell sells whole-home filtration and water softening systems direct-to-consumer online, with installation resources for homeowners. Strong overlap in product architecture (carbon, salt-free conditioners, RO) and US residential whole-home focus.
- Kinetico: Kinetico manufactures whole-home water softeners and filtration systems (including non-electric, dual-tank designs) and sells them through a network of independent dealerships across the US. Overlapping product line and channel structure make Kinetico one of the closest pure-play comparables to Brita PRO.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Brita PRO social profiles
Digital presenceBrita PRO compliance and trust
Trust signalCompliance3 records
Brita PRO financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brita PRO leadership team
Management profileNumber of profiles
Brita PRO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brita PRO 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 Brita PRO
What does Brita PRO do?
Brita PRO manufactures and sells whole-home water filtration systems and home water softeners, including the Carbon, Catalytic Carbon, Particulate, Neutralizer, Iron, Nitrate, Lead, Chloramine, and PFAS Platinum/Titanium Series filters, an under-sink reverse osmosis system, and advanced ion-exchange water softeners. Products are made in an IAPMO-certified USA facility, are IAPMO R&T system-level certified, and are professionally sold, installed, and serviced by an authorized dealer network, with optional independent EPA-certified lab testing before and after installation.
Is Brita PRO a public or private company?
Brita PRO is a private company. It is classified as corporate owned and is currently operating.
When was Brita PRO founded?
Brita PRO was founded in 2018. It employs 101 to 250 people.
Where is Brita PRO based?
Brita PRO is headquartered in Hickory, United States, in the North America region.
How does Brita PRO make money?
Three revenue lines are on record. Whole-Home Water Filtration Systems are the primary driver. The others are water Softener Systems and dealer Network Distribution.
Who are Brita PRO's main competitors?
Hellenbrand is listed as an emerging player. Broad incumbents are Watts Water Technologies, EcoWater Systems and Pentair. Direct peers are Rayne Water, Aquasana, Culligan, Pelican Water Systems, Springwell Water Filtration and Kinetico.
Does Brita PRO have an API?
No public API is recorded for Brita PRO.
What industry is Brita PRO in?
Brita PRO's product category is Residential Water Filtration and Softening Equipment. Its primary akta.pro industry code is HSAOAAAH, Water Softener, Filtration & Treatment System Installation, with a secondary code of IMAHAEAB, Separation & Filtration Equipment (Filters, Centrifuges, Membranes). Its NAICS code is 334516 and its SIC code is 8734.