Pure & Secure
Pure & Secure, LLC (DBA MyPureWater) is a Lincoln, Nebraska manufacturer of premium steam water distillation systems for residential, commercial, and institutional customers, distributed via direct e-commerce and an independent dealer network across 120+ countries.
- Company typePrivate
- Founded1980
- HeadquartersLincoln, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Pure & Secure does
Pure & Secure, LLC, operating as MyPureWater, is a Lincoln, Nebraska-based manufacturer of premium water distillation systems serving both residential and commercial/institutional customers globally. The company's core technology is steam distillation: source water is heated to steam, evaporated, and recondensed to separate pure water from contaminants, with carbon post-filtration removing residual volatile organic compounds. Products are built around 304-grade stainless steel construction and range from $650 countertop units (AquaNui CT, Mini Classic) up to $4,195 automatic whole-home units (Mega Classic) and quote-priced industrial systems (C-60 producing 60 gallons daily; C-630 producing 630 gallons daily). A comprehensive accessories catalog covers model-specific replacement filters, pretreatment softeners, water quality tests, parts, and educational materials.
The business model combines direct e-commerce at mypurewater.com with a multi-tiered channel strategy: independent dealers purchase at wholesale and resell locally, supported by water-store franchises, specialty sales programs for dental/laboratory/golf-course verticals, and direct commercial sales for institutional buyers. Revenue mechanics mix one-time hardware sales with recurring filter, parts, rental, and service contract streams from the installed base, and the company claims distribution across more than 120 countries with adoption by 100+ US Embassies, hospitals, schools, government security facilities, and "hundreds of thousands of families." The firm operates as a private LLC with 11-50 employees and a 40+ year operating history, and shows no disclosed AI/ML capability, no funding rounds, and no acquisitions; strategic activity centers on product line management, educational content marketing, and dealer-network cultivation.
Pure & Secure firmographics
Firmographics- Name
- Pure & Secure
- Legal name
- Pure and Secure, LLC
- Website
- https://mypurewater.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pure & Secure, LLC (DBA MyPureWater) is a Lincoln, Nebraska manufacturer of premium steam water distillation systems for residential, commercial, and institutional customers, distributed via direct e-commerce and an independent dealer network across 120+ countries.
- Ownership category
- akta.pro rank
Pure & Secure industry classification
Industry- Product category
- Water Distillation Equipment
- NAICS
- Power Boiler and Heat Exchanger Manufacturing (332410)
- SIC
- Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
- akta.pro primary industry
- Countertop Water Filtration Systems (CRAJAJAC)
- akta.pro secondary industry
- Whole-House (Point-of-Entry) Water Treatment Systems (CRAJAJAE)
Keywords
Where Pure & Secure is headquartered
LocationHeadquarters
- HQ city
- Lincoln
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pure & Secure business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Water Distiller Sales: One-time sales of water distillers ranging from $650 countertop units to $4,195+ commercial-grade automatic distillers. Revenue generated from direct retail sales, dealer wholesale, and commercial institutional sales.
- Replacement Filters and Parts: Recurring consumables including water distiller filters ($27.95-$49.95), glass jars, gaskets, heating elements, and other replacement parts. Provides recurring revenue from existing customer base.
- Dealer Network Wholesale: Independent dealers purchase premium water distillers at wholesale prices and resell locally. Dealers also generate revenue through equipment rentals, service contracts, and water store operations.
- Equipment Rentals: Dealers offer rental programs where customers pay monthly fees for water distiller use. Example given: 100 distillers at $70/month generating $7,000 monthly passive income.
- Service and Maintenance: Annual service contracts and maintenance fees offered by dealers for ongoing customer support and equipment longevity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | AquaNui Countertop Water Distiller |
| One time/ perpetual license | Pay-as-you-go | Mini Classic Countertop Water Distiller |
| One time/ perpetual license | Pay-as-you-go | Midi Classic Automatic Water Distiller |
| One time/ perpetual license | Pay-as-you-go | Mega Classic Automatic Water Distiller |
| One time/ perpetual license | Pay-as-you-go | AquaNui 8 Gallon Automatic Distiller |
| One time/ perpetual license | Pay-as-you-go | AquaNui 12 Gallon Automatic Distiller |
| Other | Multi-year contract | C-60 Commercial Water Distiller |
| Other | Multi-year contract | C-630 Commercial Water Distiller |
| Unit Pricing | Pay-as-you-go | Replacement Filters (Mini Classic) |
| Unit Pricing | Pay-as-you-go | Replacement Filters (Midi/Mega Classic) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Pure & Secure product offering
Product offeringCore offering
Pure & Secure (DBA MyPureWater) manufactures and sells water distillation systems for home and commercial use, employing a steam distillation process with 304-grade stainless steel construction to produce purified drinking water. The product range spans residential countertop units producing 0.8 gallons per cycle to commercial systems producing up to 630 gallons daily, complemented by replacement filters, accessories, and a dealership program for independent resellers.
Product overview
Pure & Secure (DBA MyPureWater) is a manufacturer of premium water distillation systems based in Lincoln, Nebraska. The product portfolio centers on water distillers available in three tiers: residential countertop and automatic units (Mini Classic, Midi Classic, Mega Classic, and AquaNui lines), commercial/industrial systems (C-60 and C-630 models producing 60-630 gallons daily), and a comprehensive range of accessories, filters, pretreatment products, replacement parts, and educational materials. The company also offers a dealership program for independent distributors. All products are manufactured in the USA with a focus on stainless steel construction and the stated goal of producing the highest purity water through distillation.
Differentiator
Problem solved
Functional benefit
Brands
- AquaNui: Sub-brand for water distillers including AquaNui CT countertop distiller, AquaNui 8G and 12G automatic home water distillers
- AiraNui
- Pure Water
- SteamPure
Quantifiable outcome
- Mini Classic produces 0.8 gallons per 3.5 hour cycle
- +4 more outcomes
Companies that use Pure & Secure
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Pure & Secure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Pure & Secure partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- BBB (Better Business Bureau)minorCompany is BBB accredited in Nebraska (BBB seal displayed on website). This is a consumer trust certification rather than a commercial partnership.
- Water Quality Association (WQA)minorCompany is a member of the Water Quality Association, an industry trade organization. WQA membership seal displayed on website.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Pure & Secure competitors and assessment
Company assessmentDirect peers
- Durastill: Direct competitor manufacturing automatic water distillers for home and commercial use. Sells countertop and high-capacity units with comparable stainless-steel construction and similar price points, addressing the same health-conscious consumer and small-institution segments.
- Waterwise: Long-standing US water distiller manufacturer offering countertop and whole-house steam distillation units. Competes head-to-head with Pure & Secure's Mini/Midi/Mega Classic lines on premium distillation positioning and direct-to-consumer sales.
- Megahome: Countertop water distiller brand widely sold online and through retail, including glass and stainless-steel models at similar price points. Directly competes with Pure & Secure's Mini Classic and AquaNui countertop offerings.
- H2oLabs: Manufacturer of stainless-steel water distillers for residential and light commercial use. Overlapping product architecture (steam distillation, glass collection, carbon post-filtration) and customer base make it a direct comparable.
Emerging players
- Vevor: Large online marketplace seller offering value-priced countertop and commercial water distillers, primarily imported. Competes on price rather than premium positioning and is eroding the entry-level end of Pure & Secure's market.
Broad incumbents
- Royal Berkey: Established gravity-fed water filtration system brand competing for the same health-conscious, off-grid, and emergency-preparedness buyer that Pure & Secure targets. Different technology (filtration vs. distillation) but overlapping customer and value proposition.
- Aquasana: Whole-house and point-of-use water filtration brand owned by A.O. Smith. Competes with Pure & Secure's automatic residential units via multi-stage carbon and RO systems targeting similar household buyer concerns about contaminants.
- Culligan: Major water treatment franchise network offering residential and commercial filtration, softening, and RO systems. Overlaps with Pure & Secure's commercial/institutional segment and dealer-distribution model, though Culligan does not typically sell distillation units.
- Pentair: Global water treatment leader offering residential, commercial, and industrial filtration and purification systems. Competes with Pure & Secure's commercial C-60/C-630 line and embassy/government channel at the institutional level.
Regional players
- Coway: Asian-market leader in household water purifiers with multi-stage RO and filtration systems plus a recurring filter-subscription model. Comparable business model (premium home purifier + consumables + service contracts) but primarily competing outside Pure & Secure's North American core.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Pure & Secure social profiles
Digital presencePure & Secure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure & Secure leadership team
Management profileNumber of profiles
Profiles1 record
Pure & Secure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure & Secure 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 Pure & Secure
What does Pure & Secure do?
Pure & Secure (DBA MyPureWater) manufactures and sells water distillation systems for home and commercial use, employing a steam distillation process with 304-grade stainless steel construction to produce purified drinking water. The product range spans residential countertop units producing 0.8 gallons per cycle to commercial systems producing up to 630 gallons daily, complemented by replacement filters, accessories, and a dealership program for independent resellers.
Is Pure & Secure a public or private company?
Pure & Secure is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pure & Secure founded?
Pure & Secure was founded in 1980. It employs 11 to 50 people.
Where is Pure & Secure based?
Pure & Secure is headquartered in Lincoln, United States, in the North America region.
How does Pure & Secure make money?
Five revenue lines are on record. Water Distiller Sales are the primary driver. The others are replacement Filters and Parts, dealer Network Wholesale, equipment Rentals and service and Maintenance.
Who are Pure & Secure's main competitors?
Direct peers on record are Durastill, Waterwise, Megahome and H2oLabs. Vevor is listed as an emerging player. Broad incumbents are Royal Berkey, Aquasana, Culligan and Pentair. Coway is listed as a regional player.
Does Pure & Secure have an API?
No public API is recorded for Pure & Secure.
What industry is Pure & Secure in?
Pure & Secure's product category is Water Distillation Equipment. Its primary akta.pro industry code is CRAJAJAC, Countertop Water Filtration Systems, with a secondary code of CRAJAJAE, Whole-House (Point-of-Entry) Water Treatment Systems. Its NAICS code is 332410 and its SIC code is 3585.