Woder

What Woder does

Woder, founded in 2014 by Idan Granit and legally operated through Granit Tevel Group LTD. (Israel) with US distribution via Nehara LLC, designs and sells residential water filtration systems built around its proprietary Advanced Selective Filtration™ technology — a nanoparticle-based media that selectively attracts and removes 99.9% of contaminants including lead, PFAS, chlorine, chromium 6, mercury, VOCs, and carcinogens while preserving naturally occurring minerals such as calcium, magnesium, and potassium. The product portfolio centers on Gen4 inline and under-sink filters ($38-$264) and includes specialty variants for heavy metals (HMG4), fluoride removal via bone char (FRM), and sediment pre-filtration, alongside commercial-grade units (WD-24-SUR-R) and a portable garden hose adapter; replacement cartridges ($48-$146/year) generate recurring revenue on roughly a one-year, 8,480-gallon cycle.

The company makes money through three channels: direct-to-consumer e-commerce at woder.com (supplemented by a Woder Wizard product finder and content/SEO funnel), Amazon Prime marketplace sales (where it has been one of the highest-rated water filters since 2016, distributed in the US, Canada, Germany, France, Spain, and Italy via FBA), and a wholesale program targeting property management companies, school districts, hotels, plumbing distributors, and Head Start programs. Primary customers are health-conscious homeowners seeking simpler alternatives to reverse osmosis, renters who need non-permanent installation, households in high-contaminant areas requiring targeted filtration, and institutional buyers needing bulk procurement. All products are manufactured in the United States, carry WQA Gold Seal certification with NSF/ANSI 42 and 372 compliance, and are sold with a 60-day return guarantee and 1-year cartridge warranty.

Woder is privately held, founder-controlled, and bootstrapped — no institutional funding, venture capital, or private equity backing is disclosed. The company operates with a small team, including a Founder/Director, a Sales Marketing Director responsible for B2B expansion, and a Customer Service Representative. Competitive positioning rests on selective (mineral-preserving) filtration as a differentiated alternative to reverse osmosis, zero-wastewater operation, easy DIY inline installation, and US manufacturing, supported by a content-marketing and SEO-led go-to-market rather than paid acquisition at scale.

Name

Woder

Legal name

Granit Tevel Group LTD.

Website

https://woder.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Woder designs and sells residential and commercial water filtration systems using proprietary nanoparticle-based Advanced Selective Filtration that removes 99.9% of contaminants while preserving essential minerals, distributed via DTC e-commerce, Amazon Prime, and B2B wholesale.

Ownership category

akta.pro rank

Product category

Water Filtration Equipment

SIC

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

akta.pro industry

PRIMARYCRAJAJAD

Under-Sink Water Filtration Systems

Consumer Products & Retail/Household Products & Cleaning Supplies/Water Filtration & Household Water Treatment

SECONDARYCRAJAJAH

Replacement Filter Cartridges & Consumables

Consumer Products & Retail/Household Products & Cleaning Supplies/Water Filtration & Household Water Treatment

Keywords

• Water filtration systems
• Under sink filters
• Inline water filters
• Replacement cartridges
• Heavy metals removal

Headquarters

HQ city

Tulsa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Water Filtration Systems (Hardware): One-time purchase of water filtration units (under-sink and inline filters) ranging from $38 to $264 depending on model and configuration. Includes Gen4 Advanced, HMG4 Heavy Metals, and FRM Fluoride removal systems.
2. Replacement Cartridges (Recurring): Annual replacement cartridge purchases ranging from $48 to $146 per year depending on system configuration. Cartridges are designed for 8,480 gallons (approximately 1 year) and include one-year warranty.
3. Wholesale/B2B: Bulk sales to property management companies, school districts, hotels, property developers, plumbing distributors, and head start programs through their wholesale program.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Woder designs, US-manufactures, and sells inline and under-sink water filtration units built around its proprietary Advanced Selective Filtration nanoparticle technology, which removes 99.9% of contaminants including lead, PFAS, chlorine, chromium 6, mercury, VOCs, and carcinogens while preserving essential minerals. The portfolio spans Gen4 Advanced systems, heavy-metals (HMG4), fluoride removal (FRM), and sediment pre-filter variants in direct-connect and John Guest quick-connect formats, complemented by annual replacement cartridges and a Woder Wizard product recommendation tool.

Product overview

Woder offers a portfolio of water filtration products built around its proprietary Advanced Selective Filtration technology, which uses engineered nanoparticles to attract and remove contaminants while preserving essential minerals like calcium, magnesium, and potassium. The product line includes Gen4 Advanced filtration systems (WD-G4-DC/L-DC and WD-G4-JG/L-JG) as the core offering for standard contaminant removal including lead, chlorine, PFAS, heavy metals, and VOCs. Specialty variants address specific water quality concerns: the WD-HMG4 series adds enhanced heavy metals removal media for areas with elevated lead contamination; the WD-D-FRM-G4 series provides dual-stage fluoride removal using bone char; and the WD-D-20M-G4 series offers sediment pre-filtration to protect the main cartridge. The WD-D-HMG4-G4 combines heavy metals removal with certified advanced filtration in a two-stage system. All systems are available in Direct Connect (DC) variants for standard under-sink installation and John Guest (JG/Quick Connect) variants for refrigerator lines, ice makers, and RVs. Replacement cartridges (WD-G4-REP, WD-HMG4-REP, WD-FRM-REP) provide ongoing maintenance with approximately one-year lifespan. The company also offers commercial-grade filtration (WD-24-SUR-R) and a portable garden hose adapter option.

Differentiator

Problem solved

Functional benefit

Brands

• Woder Wizard: Product recommendation tool that helps customers find the right filter based on their water usage, filtration preferences, and lifestyle through an online questionnaire.

Quantifiable outcome

• 99.9% contaminant removal (lead, PFAS, chlorine, chromium 6, mercury, VOCs, carcinogens)
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• SimpleLab (SimpleWater)supportingTechnology or IntegrationReferenced as a recommended independent lab testing service for water quality testing. SimpleWater's My Tap Score service is recommended for consumers to test their water before purchasing a filter to ensure proper product match.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Clearly Filtered: Clearly Filtered is a DTC-focused under-sink and pitcher brand that markets third-party-tested removal of hundreds of contaminants, positioning similarly to Woder on selective, mineral-friendly filtration.
• Aquasana: Aquasana sells under-sink, whole-house, and shower filters via DTC and Amazon with strong contaminant-removal positioning, making it one of the closest direct competitors to Woder in the certified under-sink segment.
• APEC Water Systems: APEC is a US-based manufacturer and DTC seller of under-sink RO and multi-stage filtration systems, competing with Woder on Amazon and on certified contaminant removal at similar price points.
• Berkey: Berkey is a long-standing gravity-based filtration brand with strong enthusiast following and Amazon presence, addressing the same health-conscious homeowner segment that Woder targets but with a fundamentally different delivery mechanism.
• iSpring: iSpring is a high-velocity Amazon seller of under-sink RO and multi-stage filters at competitive price points, frequently compared head-to-head with Woder in the brand's own comparison content.
• PUR: PUR is a leading North American brand of faucet-mount, under-sink, and pitcher water filters sold through mass retail and Amazon, directly competing with Woder's under-sink and inline product lines on contaminant-removal messaging.

Broad incumbents

• Pentair: Pentair is a global water-treatment company with under-sink and household filtration SKUs (e.g., Everpure) sold through retail and B2B channels; it competes with Woder mainly through broader distribution rather than direct consumer messaging.
• Brita: Brita (owned by Clorox) is the dominant North American pitcher and under-sink filtration brand with massive retail distribution; it competes with Woder across nearly all household water filtration touchpoints but is not focused on the mineral-preservation narrative.
• Culligan: Culligan is a broad water-treatment incumbent offering point-of-use, whole-house, and commercial systems through dealer networks, overlapping with Woder in B2B and institutional segments such as schools and property management.

Emerging players

• Epic Water Filters: Epic Water Filters is a smaller DTC and Amazon brand of under-sink and pitcher filters, targeting a similar health-conscious, environmentally minded consumer segment and competing with Woder for online shelf space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCc-vLRfSdfXTJBAqXIjr39w
• Facebookfacebook.com/woder.filters
• LinkedInlinkedin.com/company/woder-filters
• Instagraminstagram.com/thewaterco

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Woder