Pure H2O
Pure H2O is a family-owned Ohio residential water treatment and air purification company, founded in 1999, that sells and professionally installs whole-home water softeners, filtration, reverse osmosis, and PFAS systems plus air purification units for homeowners across 35+ Ohio counties.
- Company typePrivate
- Founded1999
- HeadquartersColumbus, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pure H2O does
Pure H2O, Inc. is a family-owned, Ohio-incorporated residential water treatment and air purification company founded in 1999. It sells and professionally installs whole-home water softeners (EC5), point-of-entry carbon filtration (QRS), well water systems (EC5 OxyTech), reverse osmosis drinking water (Ultrefiner II), and PFAS-specific filtration (UltreFlo Protect), alongside a portfolio of air purifiers (RainSoft AirMaster Ultra, HealthWay Deluxe DFS, Aerus Beyond Guardian Air/Pure & Clean/Guardian Angel) and the RainSoft CleanStart laundry system. Underlying technology is licensed through authorized-dealer relationships with manufacturers (RainSoft/Aquion/Pentair, Aerus, HealthWay) rather than developed in-house, with products carrying NSF/ANSI 42, 53, and 44, WQA Gold Seal, and IAPMO R&T certifications.
The go-to-market is a free in-home EPA-certified water test performed by a licensed technician at the customer's kitchen sink, followed by a no-pressure education-first recommendation, professional installation, and ongoing service contracts covering salt delivery, filter changes, UV lamp replacement, and remote diagnostics on Wi-Fi connected units. Revenue is generated through hardware sales, installation services, and recurring maintenance streams. The customer base is exclusively residential homeowners in Ohio (35+ counties centered on Columbus, Cincinnati, and Dayton) with adjacent reach into Northern Kentucky, Eastern Indiana, and West Virginia.
The company operates from three physical Ohio locations (Columbus headquarters at 1739 Westbelt Dr, Cincinnati at 8020 Reading Rd, and a Dayton service area) and employs 11-50 people. It is privately held with no disclosed institutional funding, VC backing, or acquisition activity. Brand standing is supported by 1,000+ Google reviews averaging 4.8-4.9 stars, A+ BBB accreditation, and 25+ years of continuous Ohio operation.
Pure H2O firmographics
Firmographics- Name
- Pure H2O
- Legal name
- Pure H2O, Inc.
- Website
- https://pureh2ohealthywater.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pure H2O is a family-owned Ohio residential water treatment and air purification company, founded in 1999, that sells and professionally installs whole-home water softeners, filtration, reverse osmosis, and PFAS systems plus air purification units for homeowners across 35+ Ohio counties.
- Ownership category
- akta.pro rank
Pure H2O industry classification
Industry- Product category
- Residential Water Treatment & Air Purification Equipment
- NAICS
- Testing Laboratories and Services (54138)
- SIC
- Services-Testing Laboratories (8734), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Whole-House (Point-of-Entry) Water Treatment Systems (CRAJAJAE)
- akta.pro secondary industries
- Water Softener, Filtration & Treatment System Installation (HSAOAAAH), HVAC Air Filtration & Air Purifier Installation (HSAOAIAC), Under-Sink Water Filtration Systems (CRAJAJAD), Water Testing Kits & Monitoring (Household) (CRAJAJAL)
Keywords
Where Pure H2O is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Pure H2O business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Water Treatment Equipment Sales: Sale of water softeners, filtration systems, reverse osmosis units, and whole-home treatment equipment. Systems are professionally installed with pricing provided after in-home consultation.
- Air Purification Equipment Sales: Sale of whole-house HVAC air purifiers, standalone HEPA units, and air purification systems including RainSoft, HealthWay, and Aerus product lines.
- Professional Installation Services: Installation of water and air treatment systems performed by certified technicians. Included with equipment purchase.
- Maintenance and Filter Replacement Services: Ongoing service including filter changes, UV lamp replacement, salt delivery, and system maintenance. Includes remote diagnostics via Wi-Fi connected systems.
- Laundry Systems: RainSoft CleanStart laundry systems that wash clothes cleaner in cold water with less detergent.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free In-Home Water Test |
| Other | Pay-as-you-go | Water Treatment Systems |
| Other | Pay-as-you-go | Air Purification Systems |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Pure H2O product offering
Product offeringCore offering
Pure H2O sells, installs, and services residential water treatment and air purification systems for Ohio homeowners. The core offering includes whole-home water softeners, point-of-entry carbon filtration, reverse osmosis drinking water systems, well water treatment, PFAS-specific filtration, and whole-house plus standalone air purifiers. The free in-home EPA-certified water test is the customer acquisition entry point, with hardware sales plus professional installation and recurring maintenance driving revenue.
Product overview
Pure H2O offers a portfolio of water treatment and air purification products and services for residential homeowners across Ohio. The core water treatment lineup centers on whole-home systems: the EC5 Water Softener (ion exchange for hardness removal with Wi-Fi/app monitoring), the QRS Whole-Home Carbon Filter (point-of-entry carbon filtration for city water addressing chlorine, VOCs, lead, and PFAS), the EC5 OxyTech Well Water Filtration System (for private well water), and the Ultrefiner II Reverse Osmosis system (point-of-use drinking water). The UltreFlo Protect adds whole-home PFAS-specific filtration certified to NSF/ANSI 53. On the air side, Pure H2O distributes and services the RainSoft AirMaster Ultra (duct-mounted UV-C/ozone whole-home HVAC unit), the HealthWay Deluxe DFS (standalone medical-grade unit), and the Aerus family including Beyond Guardian Air, Pure & Clean, and Beyond Guardian Angel (ActivePure + HEPA units of varying coverage). The RainSoft CleanStart laundry system rounds out the portfolio. All products are sold alongside a free in-home water testing service that serves as the entry point for customer acquisition.
Differentiator
Problem solved
Functional benefit
Brands
- Pure H2O of Ohio: Regional operating name for Ohio market operations
- Pure H2O Healthy Water
Products and services
- EC5 Water Softener Whole-home ion exchange water softener that removes calcium and magnesium hardness minerals using demand-initiated regeneration, with Wi-Fi connectivity and a mobile app for monitoring salt levels, water usage, and system status. For Ohio residential homeowners with hard water issues.
- QRS Whole-Home Carbon Filter Point-of-entry whole-home carbon filtration system using catalytic carbon and KDF-55 media to remove chlorine, VOCs, lead, and other chemical contaminants from city water at the main line. Includes self-cleaning valve. For Ohio city-water homeowners.
- EC5 OxyTech Well Water Filtration System Well water treatment system designed to address iron, manganese, sulfur, and other common well water contaminants specific to Ohio groundwater conditions. For homeowners with private wells.
- Ultrefiner II Reverse Osmosis System Reverse osmosis drinking water system installed at the kitchen tap for point-of-use purification. Removes TDS, PFAS, lead, and additional contaminants for drinking and cooking water. WQA Gold Seal certified. For residential kitchens.
- UltreFlo Protect PFAS Filtration System Whole-home point-of-entry filtration system specifically certified by IAPMO R&T against NSF/ANSI Standard 53 for up to 98% reduction of five regulated PFAS compounds (PFOA, PFOS, PFHxS, PFNA, GenX). For homeowners in PFAS-affected areas, particularly Dayton-area near Wright-Patterson AFB.
- AirMaster Ultra Whole-house HVAC duct-mounted air purification system using UV-C light and adjustable activated oxygen to reduce cooking and pet odors, tobacco smells, airborne bacteria, mold spores, and household VOCs. Treats air in every room via existing ductwork. For residential HVAC-integrated air treatment.
- HealthWay Deluxe DFS Air Purifier Medical-grade standalone air purification unit using HealthWay's DFS (Direct Flow System) technology for removal of allergens, bacteria, viruses, mold, and odors. For residential rooms requiring standalone air treatment.
- Aerus Beyond Guardian Air Whole-home air purifier combining ActivePure technology (rooted in NASA research) with True HEPA filtration (99.97% capture at 0.3 microns), photocatalytic oxidation, and activated carbon. Covers up to 2,500 sq. ft. Carries Space Foundation Certified Space Technology designation. For whole-home residential air purification.
- Aerus Pure & Clean Air purifier with ActivePure, HEPA, and carbon filtration designed for main living areas or large rooms up to 1,000 sq. ft. For targeted-room residential air purification.
- Aerus Beyond Guardian Angel Portable 5-stage True HEPA air purifier with ionization and aromatherapy for apartments, bedrooms, and offices up to 1,000 sq. ft. For portable/targeted residential or small-office air purification.
- RainSoft CleanStart Laundry System Laundry water treatment system that enables washing cleaner in cold water with less detergent. Designed to work alongside water softeners to improve laundry outcomes. For residential laundry optimization.
- Free In-Home Water Testing Service Complimentary EPA-certified in-home water test conducted by a licensed technician at the customer's kitchen sink. Tests for hardness, chlorine, TDS, pH, iron, and visible indicators over approximately 30-45 minutes with no obligation to purchase. Functions as customer acquisition entry point for Ohio homeowners.
Quantifiable outcome
- Appliance lifespan extended by 30-50% with water softener installation
- +4 more outcomes
Companies that use Pure H2O
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Pure H2O technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Pure H2O partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- RainSoft (Aquion, Inc. / Pentair plc)coreAuthorized RainSoft dealer since 1999. Factory-trained and certified to install and service full RainSoft product line including AirMaster Ultra whole-house air purification, EC5 water softener, and Ultrefiner reverse osmosis systems. RainSoft Limited Lifetime Warranty and 150+ U.S. dealer network for customers who move.
- AeruscoreAuthorized Aerus distributor offering Beyond Guardian Air, Pure & Clean, Beyond Guardian Angel, and Mobile air purifiers featuring ActivePure technology. Genuine equipment and proper setup with local service.
- HealthWayminorAuthorized dealer for HealthWay Deluxe DFS medical-grade standalone air purifier.
- NSF InternationalcoreProducts certified to NSF/ANSI 42 (chlorine reduction), 53 (VOC/contaminant reduction), and 61 (drinking water system components) standards. Third-party verification of performance claims.
- Water Quality Association (WQA)coreWQA Gold Seal certified products and dealer. Water specialists WQA certified for in-home testing using EPA-approved methods.
- IAPMO R&TcoreUltreFlo Protect PFAS filtration certified by IAPMO R&T against NSF/ANSI Standard 53 for up to 98% reduction of five most-regulated PFAS compounds.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Pure H2O competitors and assessment
Company assessmentBroad incumbents
- Pentair: Global water-treatment parent of RainSoft/Aquion — Pure H2O's primary supplier. Competes with Pure H2O at the brand and dealer-network level through its broader portfolio and channel decisions, and represents an adjacent incumbent that could shift dealer economics.
- Aquasana: Whole-house and point-of-use water-filtration brand owned by A. O. Smith. Operates at broader scale across multiple channels including big-box retail and pro dealer networks, overlapping with Pure H2O in whole-home filtration but with a national footprint and DTC presence.
- Home Depot Water Treatment Services: National big-box retailer offering water-softener and filtration installation services with third-party installers. Competes with Pure H2O for the same Ohio homeowner at a more transactional, lower-touch price point — a meaningful share-of-wallet threat.
Direct peers
- Culligan Water: National water-treatment brand operating through a large authorized-dealer network. Culligan's local Ohio dealers compete head-to-head with Pure H2O on whole-home softeners, filtration, and in-home consultation — same product category, same homeowner customer, same dealer-installed business model.
- Hague Quality Water: Water-treatment manufacturer with an authorized-dealer network focused on residential softeners, RO, and filtration. Competes with Pure H2O via dealer-led in-home sales of comparable certified equipment to the same homeowner segment.
- EcoWater Systems: National water-treatment brand (owned by Marmon Group / Berkshire Hathaway) with an authorized dealer network offering softeners, reverse osmosis, and whole-home filtration. Direct peer on product, customer, and dealer-installed delivery model.
- Kinetico: Water-treatment manufacturer and authorized-dealer network specializing in non-electric, twin-tank softeners and whole-home filtration. Competes with Pure H2O for the same Ohio homeowner and brings comparable certified equipment plus a regional service footprint.
- Pelican Water: Water-treatment brand selling whole-house filtration, softening, and RO systems through dealer and online channels. Targets the same residential homeowner with comparable certified equipment and competing pricing.
- SpringWell Water Filtration: Direct-to-consumer and dealer-supported water-filtration company offering whole-house and under-sink systems online. Represents the DTC-installed alternative Pure H2O competes against, particularly for buyers who prefer online ordering over in-home consultation.
Regional players
- US Water Systems: Indianapolis-based water-treatment dealer and online retailer serving the Midwest including Ohio. Comparable in scale and dealer-led model; competes in adjacent geography with Pure H2O for cross-border Ohio homeowners.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pure H2O social profiles
Digital presencePure H2O compliance and trust
Trust signalCompliance6 records
Pure H2O financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure H2O leadership team
Management profileNumber of profiles
Pure H2O funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure H2O 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 H2O
What does Pure H2O do?
Pure H2O sells, installs, and services residential water treatment and air purification systems for Ohio homeowners. The core offering includes whole-home water softeners, point-of-entry carbon filtration, reverse osmosis drinking water systems, well water treatment, PFAS-specific filtration, and whole-house plus standalone air purifiers. The free in-home EPA-certified water test is the customer acquisition entry point, with hardware sales plus professional installation and recurring maintenance driving revenue.
Is Pure H2O a public or private company?
Pure H2O is a private company. It is classified as family owned and is currently operating.
When was Pure H2O founded?
Pure H2O was founded in 1999. It employs 11 to 50 people.
Where is Pure H2O based?
Pure H2O is headquartered in Columbus, United States, in the North America region.
How does Pure H2O make money?
Five revenue lines are on record. Water Treatment Equipment Sales are the primary driver. The others are air Purification Equipment Sales, professional Installation Services, maintenance and Filter Replacement Services and laundry Systems.
Who are Pure H2O's main competitors?
Broad incumbents on record are Pentair, Aquasana and Home Depot Water Treatment Services. Direct peers are Culligan Water, Hague Quality Water, EcoWater Systems, Kinetico, Pelican Water and SpringWell Water Filtration. US Water Systems is listed as a regional player.
Does Pure H2O have an API?
No public API is recorded for Pure H2O.
What industry is Pure H2O in?
Pure H2O's product category is Residential Water Treatment & Air Purification Equipment. Its primary akta.pro industry code is CRAJAJAE, Whole-House (Point-of-Entry) Water Treatment Systems, with a secondary code of HSAOAAAH, Water Softener, Filtration & Treatment System Installation. Its NAICS code is 54138 and its SIC code is 8734.