FilterTime
- Company typePrivate
- Founded2018
- HeadquartersMount Holly, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What FilterTime does
FilterTime is a privately held US e-commerce company (FilterTime, LLC, North Carolina) that operates a direct-to-consumer air filter subscription service for residential HVAC systems, with supplementary B2B programs for property managers, HVAC contractors, and commercial accounts. Founded in 2018 by former NASCAR driver Blake Koch alongside NASCAR legend Dale Earnhardt Jr., the company sells pleated air filters across three primary quality tiers — Standard Allergen (MERV 8), Allergen Preferred (MERV 11), and Allergen Supreme (MERV 13) — plus specialty activated-carbon filters for odor and VOC reduction, RV-specific filters, and Lennox-compatible replacements. FilterTime also produces custom-sized filters to fit non-standard HVAC dimensions, which is positioned as a key differentiator versus generic hardware-store alternatives.
The core technology is conventional pleated filter manufacturing with MERV-rated media, augmented by a made-to-order custom-sizing capability; there are no disclosed AI, software platform, or proprietary algorithmic components. The product line spans 1-inch and 2-inch standard filters as well as 3–5 inch deep-pleat box filters. Filters are manufactured in the USA and shipped from a single North Carolina facility, with free domestic shipping and a 100-day money-back guarantee.
FilterTime monetizes primarily through recurring subscriptions (30/60/90-day delivery cadences) at tiered price points of roughly $11.98–$30.98 per filter, with a one-time purchase option and a refer-a-friend program offering $10 gift-card rewards. Customer acquisition is driven by content marketing, multi-platform social media (including a #TEAMFILTERTIME community campaign), email newsletters, SEO, and promotional codes. The B2B motion includes a dedicated property management portal for multi-unit bulk ordering, an HVAC partner referral program, and a business account program for commercial facilities. The company is small (1–10 employees), serves only the domestic US market, and has not disclosed revenue, funding, or subscriber metrics.
FilterTime firmographics
Firmographics- Name
- FilterTime
- Legal name
- FilterTime, LLC
- Website
- https://filtertime.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
FilterTime industry classification
Industry- Product category
- HVAC Air Filters
- NAICS
- Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373)
- SIC
- Steam & Air-Conditioning Supply (4961)
- akta.pro primary industry
- HVAC Filter Replacement & Vent Register Checks (HSAGAOAB)
- akta.pro secondary industry
- HVAC Parts & Supplies Retail (Thermostats, Filters, Ducting) (CRAIADAI)
Keywords
Where FilterTime is headquartered
LocationHeadquarters
- HQ city
- Mount Holly
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FilterTime business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Air Filter Subscriptions: Recurring subscription model where customers receive air filters automatically delivered on their chosen schedule (30, 60, or 90 days). Subscriptions can be paused, resumed, or cancelled anytime. Tiered pricing based on filter quality (MERV 8, 11, 13) and size.
- One-Time Filter Purchases: Single purchase option for customers who prefer not to subscribe. Same product range available without recurring commitment.
- Referral Program: Refer-a-Friend program where existing customers earn $10 gift card rewards for each qualified referral who completes an order.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Allergen (MERV 8) - Basic filtration for most homes |
| Subscription | Monthly | Allergen Preferred (MERV 11) - Balance of quality and affordability |
| Subscription | Monthly | Allergen Supreme (MERV 13) - Maximum filtration for severe allergies/asthma |
| Subscription | One time | First Order Discount - 10% off new subscriptions |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
FilterTime product offering
Product offeringCore offering
FilterTime sells residential and commercial HVAC pleated air filters (MERV 8, 11, 13 and activated carbon variants) directly to consumers, primarily through a scheduled subscription model that delivers the correct size filter to the customer's door. It also offers custom-size filter manufacturing, one-time purchases, and B2B programs tailored to property managers, HVAC service technicians, and business accounts.
Product overview
FilterTime is an air filter subscription service offering a portfolio of pleated air filters with three quality tiers: Standard Allergen (MERV 8), Allergen Preferred (MERV 11), and Allergen Supreme (MERV 13), plus specialty Carbon Allergen filters for odor reduction. The core subscription service delivers filters automatically on customizable schedules (30, 60, or 90 days) with free shipping. Products span standard 1-2 inch filters, deep pleat Box filters (3-5 inches), RV filters, and Lennox-specific replacements. The company serves residential customers through direct subscriptions, and enterprise customers via Property Management, HVAC Partner, and Business Account programs. Customers can purchase via subscription (recurring automatic delivery) or one-time purchase, with a 100-day money-back guarantee.
Differentiator
Problem solved
Functional benefit
Products and services
- Standard Allergen Air Filter (MERV 8)
- Allergen Preferred Air Filter (MERV 11) Pleated MERV 11 HVAC air filter for residential systems, positioned as a higher-performance option versus the MERV 8 standard filter.
- Allergen Supreme Air Filter (MERV 13) Pleated MERV 13 HVAC air filter for residential or light-commercial systems, the highest filtration tier in the standard FilterTime product line.
- Carbon Allergen Air Filter Pleated HVAC air filter with activated carbon media, combining particulate filtration with odor and VOC reduction for residential use.
- Lennox Replacement Air Filters HVAC air filter product line engineered as direct replacements for Lennox residential HVAC systems.
- Custom-Size Air Filters Made-to-order pleated HVAC air filters in non-standard sizes for residential or light-commercial equipment that does not accept off-the-shelf filter dimensions.
- FilterTime Subscription Service Recurring auto-ship subscription that delivers a customer's chosen FilterTime filter on a set schedule, available across MERV 8, 11, 13, carbon, and custom sizes.
- Property Management Program Dedicated B2B program and portal for property management companies and landlords to order, schedule, and manage bulk recurring HVAC filter delivery across multiple residential units.
- HVAC Partner Program Dedicated B2B program for HVAC service technicians and contractors to source filters (including custom sizes) for service visits and customer resale.
- Business Account Program Dedicated B2B account program for commercial businesses that need recurring HVAC filter supply, including MERV 8/11/13 and carbon options, for their own facilities.
Quantifiable outcome
- Clean air filters can help save 5%-15% on heating & cooling costs
- +2 more outcomes
Companies that use FilterTime
Customer profileSegments4 records
Ideal customer profiles4 records
FilterTime technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FilterTime partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
FilterTime competitors and assessment
Company assessmentDirect peers
- FilterBuy: FilterBuy is a leading direct-to-consumer HVAC air filter manufacturer and online retailer selling custom-sized pleated filters (MERV 8-13) with subscription options. Direct head-to-head competitor to FilterTime across residential homeowners, custom sizing, and e-commerce subscription delivery.
- Nordic Pure: Nordic Pure is an online retailer specializing in custom-sized pleated air filters sold direct to consumers, including MERV 8-16 ratings. Closely comparable to FilterTime in DTC custom-size pleated filter offering and homeowner target.
- Aerostar: Aerostar is a HVAC and air filter brand sold through e-commerce and retail channels offering pleated MERV-rated filters for residential use. Overlaps directly with FilterTime's pleated MERV 8/11/13 product range and homeowner target.
- PleatedFilters.com: PleatedFilters.com sells custom-sized pleated residential HVAC filters online direct to consumers with competitive pricing on standard and hard-to-find sizes. Direct competitor in DTC custom filter e-commerce serving homeowners.
Broad incumbents
- Filtrete (3M): Filtrete is 3M's flagship HVAC air filter brand and the dominant national retail brand sold at Home Depot, Lowe's, Walmart, and Amazon. It competes in the same MERV-rated pleated filter category as FilterTime but at vastly larger scale through mass retail distribution rather than DTC subscription.
- AprilAire: AprilAire is a long-established manufacturer of whole-home indoor air quality products including HVAC filters, humidifiers, and air purifiers, sold through HVAC contractor channels. Comparable category (residential HVAC filtration) and overlapping end user (homeowners), though distribution is contractor-led rather than DTC.
- Honeywell Home Air Filters: Honeywell Home sells a broad line of HVAC air filters, air purifiers, and furnace filters under the trusted Honeywell brand across retail and HVAC professional channels. Direct product overlap in residential pleated filters with strong incumbent brand equity comparable to FilterTime's celebrity-branded positioning.
- K&N Engineering: K&N is a well-known manufacturer of automotive and residential/engine air filtration products with a strong direct-to-consumer brand and custom-size capabilities. Adjacent competitor in custom pleated filtration and DTC marketing approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks14 records
Key highlights14 records
Customer concentration
FilterTime social profiles
Digital presenceFilterTime financial estimates
Financial estimateRevenue estimate
Valuation estimate
FilterTime leadership team
Management profileNumber of profiles
Profiles2 records
FilterTime funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FilterTime 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 FilterTime
What does FilterTime do?
FilterTime sells residential and commercial HVAC pleated air filters (MERV 8, 11, 13 and activated carbon variants) directly to consumers, primarily through a scheduled subscription model that delivers the correct size filter to the customer's door. It also offers custom-size filter manufacturing, one-time purchases, and B2B programs tailored to property managers, HVAC service technicians, and business accounts.
Is FilterTime a public or private company?
FilterTime is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FilterTime founded?
FilterTime was founded in 2018. It employs 1 to 10 people.
Where is FilterTime based?
FilterTime is headquartered in Mount Holly, United States, in the North America region.
How does FilterTime make money?
Three revenue lines are on record. Air Filter Subscriptions are the primary driver. The others are one-Time Filter Purchases and referral Program.
Who are FilterTime's main competitors?
Direct peers on record are FilterBuy, Nordic Pure, Aerostar and PleatedFilters.com. Broad incumbents are Filtrete (3M), AprilAire, Honeywell Home Air Filters and K&N Engineering.
Does FilterTime have an API?
No public API is recorded for FilterTime.
What industry is FilterTime in?
FilterTime's product category is HVAC Air Filters. Its primary akta.pro industry code is HSAGAOAB, HVAC Filter Replacement & Vent Register Checks, with a secondary code of CRAIADAI, HVAC Parts & Supplies Retail (Thermostats, Filters, Ducting). Its NAICS code is 42373 and its SIC code is 4961.