Plumber's Choice Water

What Plumber's Choice Water does

Plumber's Choice Water is a privately held U.S. wholesaler and the exclusive domestic dealer of Flow-Tech water treatment products, headquartered in Hendersonville, Tennessee. The company distributes three core hardware SKUs — the Flow-Tech Home MAX Anti-Scale System (electronic, salt-free scale prevention using low-frequency electromagnetic signals), the PURE-FLOW CX Carbon Whole House Filter (catalytic carbon for chlorine/chloramine removal), and the PURE-FLOW Dual Function Softener/Filter (single-tank carbon filtration plus metered softening) — exclusively through a network of licensed plumbing and HVAC contractors.

Revenue is generated primarily through one-time hardware sales to authorized dealers at exclusive wholesale pricing, with secondary value from dealer-support services (training via the Water School, marketing materials, 24/7 technical support, and dealer-portal access). GTM is 100% channel-partner: outbound prospecting, referrals, and trade events feed an application-and-verification onboarding flow into a gated dealer portal, with field coverage by Territory Success Managers across multiple U.S. regions. End customers are residential homeowners served indirectly through the contractor channel; secondary customer segments include wholesalers and distributors.

The company's reported scale metrics include 500+ active contractors, 150,000+ homeowners protected, approximately 50,000 Flow-Tech Home units installed, and a 14-person internal team covering sales, technical support, training, and operations. Competitive positioning rests on Flow-Tech's patented electromagnetic conditioning IP — independently validated in a U.S. Department of Energy / NAWI study — combined with a controlled, training-intensive dealer channel that the company has built out nationally.

Name

Plumber's Choice Water

Legal name

Plumber's Choice Water

Website

https://plumberschoicewater.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Plumber's Choice Water is the exclusive U.S. wholesale distributor of Flow-Tech residential water treatment hardware — anti-scale, carbon filtration, and combination softening systems — selling exclusively through a 500+ contractor dealer network serving U.S. homeowners.

Ownership category

akta.pro rank

Product category

Residential Water Treatment Equipment

NAICS

Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (42372)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Water Filtration, Treatment & Softening Plumbing Products (IMADALAK)

akta.pro secondary industry

Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)

Keywords

• Water treatment hardware
• Residential water filtration
• Anti-scale systems
• Dealer distribution network
• Whole house filtration

Headquarters

HQ city

Hendersonville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Water Treatment Hardware Sales: Plumber's Choice sells Flow-Tech water treatment products exclusively through licensed plumbing and HVAC contractors. Revenue comes from product sales to dealer network including anti-scale systems, whole-house carbon filters, and dual-function combination units. The company provides exclusive pricing to approved dealers and generates margin on hardware transactions.
2. Dealer Program Services: Ongoing support services to contractor network including training programs, marketing materials, technical support, and access to the dealer portal. While the primary revenue is from product sales, these support services help drive dealer adoption and reorder behavior.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Plumber's Choice Water is a wholesale distributor and exclusive dealer of Flow-Tech residential water treatment products, selling hardware exclusively to licensed plumbing and HVAC contractors. The product portfolio includes the Flow-Tech Home MAX Anti-Scale System (electronic, salt-free scale prevention), the PURE-FLOW CX Carbon Whole House Water Filter (catalytic carbon filtration), and the PURE-FLOW Dual Function Softener/Filter (combined carbon filtration and water softening). The company supports its dealer network through training, marketing materials, technical support, and a dedicated dealer portal.

Product overview

Plumber's Choice Water is a premier wholesaler of water treatment solutions and the exclusive dealer of Flow-Tech products. Their product portfolio consists of three core offerings: the Flow-Tech Home MAX Anti-Scale System (a maintenance-free electromagnetic water conditioning device that prevents and removes scale without salt or chemicals), the PURE-FLOW CX Carbon Whole House Water Filter (a catalytic carbon filtration system for chlorine and chloramine removal), and the PURE-FLOW Dual Function Softener/Filter (a combined tank design integrating activated carbon filtration with water softening via smart metered regeneration). Together, these products provide comprehensive whole-house water treatment addressing scale prevention, filtration, and softening needs.

Differentiator

Problem solved

Functional benefit

Brands

• Flow-Tech: Physical water treatment technology brand including Flow-Tech Home MAX Anti-Scale System, Flow-Tech Pure CX Carbon Whole House Water Filter, and Flow-Tech Dual Function Softener/Filter. The company is the exclusive dealer of Flow-Tech products.

Products and services

• Flow-Tech Home MAX Anti-Scale System Physical residential water treatment system that uses a patented induction method to induce a low-frequency signal pulsed several thousand times per second and propagated throughout the entire plumbing system, reversing the charge on dissolved calcium and magnesium to prevent scale formation and remove existing scale over time. No salt, no chemicals, no wastewater, and no filter replacements required; waterproof enclosure enables indoor or outdoor installation. Approximately 50,000 residential units installed.
• PURE-FLOW CX Carbon Whole House Water Filter Whole-house filtration system using catalytic carbon (CX) designed for chloramine and chlorine taste and odor reduction in municipal water supplies. More efficient than standard granular activated carbon for chloramine removal; special Vortech distribution plate allows operation without backflushing up to three times longer than other filters. No salt, chemicals, or replaceable filters required; expected 10+ year media life before carbon beds need rebedding. 10-year tank warranty, 5-year head and media warranty.
• PURE-FLOW Dual Function Softener/Filter Combined 2-in-1 water treatment system that integrates activated carbon filtration and high-capacity resin softening in a single tank using a 'mid-plate' design. A meter monitors and self-adjusts regeneration cycles based on household water consumption trends, with extended lithium battery backup and advanced diagnostic screens. 13x54 tank supports up to 6 bathrooms with a 22 GPM peak flow rate, eliminating the need for separate filter and softener units.

Quantifiable outcome

• 50,000 residential Flow-Tech units installed
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• National Alliance for Water Innovation (NAWI)minorStrategic or Co-development PartnerFlow-Tech technology was independently evaluated through testing conducted by the National Alliance for Water Innovation (NAWI) under a U.S. Department of Energy study. The results showed that most water treatment technologies demonstrated no measurable impact on scale formation, while Flow-Tech was the only technology that produced a measurable effect. This third-party validation supports Flow-Tech's competitive positioning.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Culligan: Direct competitor in residential whole-house water treatment, offering water softeners and filtration through a dealer/franchise network that closely mirrors Plumber's Choice's contractor channel model.
• EcoWater Systems: Long-established residential water softening and filtration brand selling through a nationwide dealer network of independent contractors, directly comparable to Plumber's Choice's go-to-market motion.
• Aquasana: Whole-house and point-of-use water filtration brand (now part of A. O. Smith) competing in the same residential water treatment category and overlapping with the PURE-FLOW CX Carbon filter proposition.
• Pelican Water Systems: Residential water filtration and softening company using a mix of direct-to-consumer and dealer sales; comparable on product mix (whole-house filters, salt-based and salt-free softeners).

Emerging players

• SpringWell Water Filtration Systems: Direct-to-consumer residential water treatment brand offering whole-house filtration and salt-free conditioners; overlaps with Plumber's Choice's no-salt anti-scale and carbon filtration positioning.
• iSpring Water Systems: Residential and light-commercial water filtration company offering whole-house and under-sink systems; competes in adjacent product categories to Plumber's Choice's portfolio.

Broad incumbents

• Pentair: Large incumbent in residential and commercial water treatment; broader portfolio of softeners and filters sold through plumbing and HVAC trade channels overlapping with Plumber's Choice's contractor base.
• A. O. Smith: Diversified water treatment and water heating company owning Aquasana; competes with broader product depth and consumer brand recognition in the same residential water treatment category.
• Watts Water Technologies: Plumbing and water quality products manufacturer serving plumbing wholesalers and contractors; comparable distribution into the same trade channel that Plumber's Choice relies on.
• 3M Purification: Industrial and residential water filtration solutions provider; competes at the component and finished-system level in whole-house carbon filtration markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

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 Plumber's Choice Water