What Water-Right does

Water-Right is a U.S. manufacturer of residential and commercial water treatment equipment, founded in 1963 and headquartered in Appleton, Wisconsin. The company designs and builds ion-exchange water softeners, reverse osmosis drinking water systems, and a range of filtration products, including the proprietary Crystal-Right™ synthetic zeolite media (a single-unit 4-in-1 solution for hardness, iron, manganese, and pH correction) and patented chlorine and ozone generators that prevent bacterial fouling inside treatment equipment. Its core product portfolio spans the Impression® and Impression Plus® softener and filter lines, the Sanitizer Plus® conditioner series, the InterFlo® and Eclipse® RO drinking water systems, and the ONE™ cartridge filtration tank. The CustomCare® sub-brand extends the same engineering into commercial and light-industrial accounts such as restaurants, hotels, universities, offices, and agriculture.

Water-Right sells exclusively through a nationwide network of authorized independent dealers and contractors rather than direct to consumers or through big-box retail. Dealers receive up-front training, live on-demand technical support, and access to a wholesale portal, and are supported by regional territory managers across the United States. Pricing is quote-based and routed through dealers; end customers use the website's Contractor Locator tool to find local installers. The revenue model is therefore wholesale hardware sales into a third-party installation and service channel, with replacement media, parts, and accessories generating recurring aftermarket pull through the same dealer base. Customer segments are residential homeowners (primary), contractors and dealers (primary), and commercial/industrial accounts via CustomCare (secondary).

The company is a subsidiary of A.O. Smith Corporation, as indicated by Water-Right's Privacy Policy and Terms of Service being hosted on aosmith.com, and remains family-led at the executive level (founder and CEO Glenn Gruett, President Kurt Gruett, Vice President Greg Gruett). It does not disclose revenue, has no public funding history, and operates exclusively in the U.S. market.

Name

Water-Right

Legal name

Water-Right

Website

https://water-right.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

51–100 employees

Short description

Water-Right is a U.S. manufacturer, founded in 1963 and headquartered in Appleton, Wisconsin, that builds residential and commercial water treatment equipment (softeners, reverse osmosis, filtration) sold exclusively through a nationwide authorized dealer network, and operates as a subsidiary of A.O. Smith.

Ownership category

akta.pro rank

Product category

Water Treatment Equipment

akta.pro primary industry

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

akta.pro secondary industries

Reverse Osmosis (RO) Systems (Residential) (CRAJAJAK), Water Filtration, Treatment & Softening Plumbing Products (IMADALAK)

Keywords

• Water treatment systems
• Water softener equipment
• Reverse osmosis systems
• Water filtration products
• Water conditioning equipment

Headquarters

HQ city

Appleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Revenue model

1. Water Treatment Equipment Sales: Water-Right generates revenue through the sale of water treatment equipment including water softeners, conditioners, drinking water systems (RO), and filtration products. Products are sold through a network of authorized independent dealers and contractors who purchase wholesale and resell to end customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Water-Right manufactures residential and commercial water treatment equipment, including water softeners, conditioners, reverse osmosis (RO) systems, and filtration products. The company sells these products through a network of authorized dealers and supports its lineup with proprietary treatment media and patented disinfection technologies.

Product overview

Water-Right is a manufacturer and provider of residential and commercial water treatment products established in 1963. The company offers multiple brands and product lines addressing various water quality issues including hardness, iron, manganese, sulfur odors, tannins, and general filtration. The core product portfolio includes: Sanitizer Plus® line (conditioners with patented chlorine generators for bacteria prevention); Impression Plus Series® and Impression Series® (water softeners and combination softener/filter units using ion exchange and Crystal-Right media); InterFlo™ and Eclipse® R.O. (reverse osmosis drinking water systems); ONE™ Filtration (whole-home cartridge filters with lead and cyst reduction); FC-1000 and HomeShield™ (whole-house filters); and CustomCare® (commercial water treatment solutions). The company also offers proprietary Crystal-Right™ treatment media for iron and manganese removal. Products are sold and serviced through a network of authorized dealers.

Differentiator

Problem solved

Functional benefit

Brands

• CustomCare: Commercial water treatment equipment line including commercial softening and conditioning systems, water filtration systems, and drinking water systems for restaurants, hotels, office buildings, universities, and agriculture.

Products and services

• Sanitizer Plus Line of water conditioners with integrated sanitization, sold to residential dealers for homeowner installation.
• Impression Series Residential water softeners and filters for homeowner use, distributed through authorized dealers.
• Impression Plus Series Higher-tier residential water softeners and filters in the Impression family.
• InterFlo Reverse osmosis (RO) drinking water systems for residential and light commercial use.
• Eclipse R.O. Reverse osmosis system designed for residential applications.
• ONE Filtration Filtration product line for residential water treatment.
• Crystal-Right Media Proprietary synthetic zeolite media used in Water-Right conditioners and softeners.
• CustomCare Commercial-grade water treatment systems for businesses such as restaurants, hotels, and other commercial facilities.
• Specialty Filters Line of specialty filters including tannin, air, backwashing, FC-1000, HomeShield, and ClearHome units for targeted residential water issues.

Quantifiable outcome

• Water heaters operate 29% more efficiently with soft water
• +4 more outcomes

Named customers3 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• A. O. Smith Corporation: Water-Right's parent company and a major manufacturer of water heaters and treatment products globally; overlaps in water treatment categories and shares distribution channels, but operates at a much larger scale and broader scope.
• Pentair: Large diversified water treatment and flow company with residential and commercial filtration, softening, and RO offerings; broader portfolio and global scale than Water-Right but overlapping product categories.
• Whirlpool (Water Filtration): Major appliance manufacturer with under-sink and whole-house water filtration products; broader home appliance focus but overlapping consumer water filtration category.
• 3M Water Filtration: Large incumbent in residential and commercial water filtration with broad product lines including RO, pitcher filters, and whole-house systems; competes for filter replacement demand but offers much wider distribution.

Emerging players

• SpringWell Water Filtration Systems: Direct-to-consumer challenger in whole-house water filtration and softening, bypassing the dealer model; not a direct channel competitor but increasingly competes for end-customer consideration online.

Direct peers

• Kinetico: Specialist in non-electric, twin-tank water treatment systems for residential and commercial applications, sold through authorized dealers; directly overlaps Water-Right's twin-tank softener and problem-water product positioning.
• Aquasana: Whole-house and point-of-use water filtration brand (also owned by A.O. Smith), offering RO and filter systems; sister brand within the parent portfolio and direct category overlap with Water-Right's drinking water and filtration lines.
• Hague Quality Water International: Manufacturer of whole-house water softeners, RO, and filtration systems sold through a dealer network, with similar residential and small-commercial focus to Water-Right.
• EcoWater Systems: Manufacturer of residential and light commercial water softeners and filtration systems distributed through a national authorized dealer network, mirroring Water-Right's core product mix and channel strategy.
• Culligan International: One of the largest direct competitors in residential and commercial water treatment, selling softeners, RO, and filtration through a comparable dealer/contractor channel. Closely aligned product portfolio and go-to-market model make it the most directly comparable peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/water-right-inc-

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 Water-Right