SoftPro Water Systems
SoftPro Water Systems is a family-owned, factory-direct US e-commerce brand selling whole-house water softeners and filtration systems to residential homeowners on city and well water, plus a light-commercial offering. Founded in 1995, it ships from nine nationwide warehouses with lifetime warranties.
- Company typePrivate
- Founded1995
- HeadquartersBox Elder, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What SoftPro Water Systems does
SoftPro Water Systems is the direct-to-consumer residential water-treatment brand of Quality Water Treatment, a privately held, family-owned company founded by Craig "The Water Guy" Phillips in 1995 and headquartered in Box Elder, South Dakota. The company designs, distributes, and supports whole-house water softeners and filtration systems for US homeowners on city and well water, with a secondary offering for light commercial / multi-unit applications. Core technology is ion exchange with upflow regeneration (claimed 64% less water and 30% less salt versus conventional systems), complemented by catalytic-carbon and bone-char dual-media filtration, Air Injection Oxidation (AIO) for iron, manganese, and sulfur, and a proprietary WISDOM Water Intelligence sizing platform that draws on EPA data and regional water reports.
The product portfolio centers on the Elite HE and ECO softener lines (city and well variants, $947–$1,367) and an expanding filtration ecosystem including the Fluoride & Chlorine+ SUPER Filter ($1,267), Chlorine+ Carbon Filter ($1,097), Iron Master AIO ($1,517), Catalytic Carbon Filter for well water ($1,099), pH Neutralizer, Salt-Free Conditioner, and the Pro Series Commercial Water Softener ($2,699). Softener-plus-filter bundles (Gold and Gold+) drive upsell into integrated whole-house systems.
The business model is one-time hardware sales through a factory-direct e-commerce storefront, with no subscription layer. Nine nationwide warehouses support 1–3 day shipping across the contiguous US; free shipping, a 60-day money-back guarantee, and lifetime limited warranty anchor the offer. Channels include the company's website with WISDOM as a top-of-funnel acquisition tool, an Affiliate Partners program via uppromote.com, and an active organic social presence on YouTube, TikTok, Instagram, Facebook, LinkedIn, X, and Pinterest. No external funding, dealer network, or named enterprise customers are disclosed; revenue derives from a long tail of individual homeowners plus replacement media sold on a 6–10 year cycle.
SoftPro Water Systems firmographics
Firmographics- Name
- SoftPro Water Systems
- Legal name
- SoftPro Water Systems
- Website
- https://softprowatersystems.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Short description
- SoftPro Water Systems is a family-owned, factory-direct US e-commerce brand selling whole-house water softeners and filtration systems to residential homeowners on city and well water, plus a light-commercial offering. Founded in 1995, it ships from nine nationwide warehouses with lifetime warranties.
- Ownership category
- akta.pro rank
SoftPro Water Systems industry classification
Industry- Product category
- Residential Water Treatment Equipment
- NAICS
- Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (42372), Plumbing and Heating Equipment and Supplies (Hydronics) Merchant Wholesalers (423720), Bottled Water Manufacturing (312112)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Pumps & Pumping Equipment (3561)
- akta.pro primary industry
- Water Softener, Filtration & Treatment System Installation (HSAOAAAH)
- akta.pro secondary industry
- House & Building Exterior Soft Washing (Siding/Stucco/Vinyl) (HSAEAMAA)
Keywords
Where SoftPro Water Systems is headquartered
LocationHeadquarters
- HQ city
- Box Elder
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
SoftPro Water Systems business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Water Softener Sales: One-time hardware sales of water softeners (Elite and ECO lines) ranging from $947 to $1,367. Includes optional bundle packages (Gold, Gold+) that add filtration systems for additional cost.
- Whole House Filtration System Sales: One-time sales of filtration products including Fluoride & Chlorine+ SUPER Filter ($1,267), Chlorine+ Carbon Filter ($1,097), and Iron Master AIO filter ($1,517). Optional add-ons such as Quick Connect Hoses and Valve Protective Covers.
- Replacement Filters and Media: Ongoing sales of replacement filters, resin, and media. Filter media lasts 6-10 years or 600,000 to 1,000,000 gallons before replacement needed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | SoftPro Elite Smart HE Water Softener for City Water - Industry's best softener with advanced ion exchange, upflow technology, and smart controls. |
| One time/ perpetual license | Pay-as-you-go | SoftPro ECO City Water Softener - Budget-friendly, eco-conscious water softener using 10% less salt than traditional systems. |
| One time/ perpetual license | Pay-as-you-go | SoftPro Elite HE Water Softener for Well Water - High-efficiency whole house softener designed for fluctuating well water conditions, iron, and mineral variability. |
| One time/ perpetual license | Pay-as-you-go | SoftPro ECO Well Water Softener - Affordable well water treatment with iron filtration options. |
| One time/ perpetual license | Pay-as-you-go | SoftPro Fluoride & Chlorine+ SUPER Filter - Dual-media catalytic carbon and bone char filter for 99% fluoride reduction and PFAS removal. |
| One time/ perpetual license | Pay-as-you-go | SoftPro Chlorine+ Carbon Whole House Filter - Removes PFAS, chlorine, chloramine, and pesticides for city water. |
| One time/ perpetual license | Pay-as-you-go | SoftPro Iron Master AIO - Chemical-free iron, manganese, and sulfur removal using Air Injection Oxidation technology. |
| One time/ perpetual license | Pay-as-you-go | SoftPro Catalytic Whole House Carbon Filter for Well Water - Removes iron, manganese, and sulfur using Katalox media. |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
SoftPro Water Systems product offering
Product offeringCore offering
SoftPro Water Systems manufactures and sells whole-house water softening and filtration systems direct-to-consumers. Its product portfolio includes ion exchange water softeners (Elite HE and ECO lines for city or well water), whole-house carbon and catalytic filtration systems, iron and sulfur filters, a salt-free water conditioner, and a commercial-grade softener. Products are sold factory-direct via the company's e-commerce website and ship from nine nationwide warehouses, supported by the proprietary WISDOM Water Intelligence sizing system and DIY installation guidance.
Product overview
SoftPro Water Systems offers a portfolio of whole-house water treatment products organized around two core product lines: water softeners and water filtration systems. The core softener lineup consists of the Elite HE (high-efficiency) and ECO (economy) models, each available in variants for city water and well water. These softeners use ion exchange technology with upflow regeneration to remove hardness minerals. The product ecosystem includes complementary filtration add-ons: the Chlorine+ Carbon Filter and Fluoride & Chlorine+ SUPER Filter (Gold and Gold+ bundle packages respectively) for city water contaminant removal; the Iron Master AIO and Catalytic Carbon Filter for well water iron, manganese, and sulfur treatment; and a pH Neutralizer for acidic water correction. A Salt-Free Water Conditioner provides an alternative for households avoiding salt-based systems. Commercial-grade solutions include the Pro Series Commercial Water Softener. The portfolio is tied together by the proprietary WISDOM Water Intelligence System, a sizing and water analysis platform that generates Water Scores and recommendations. Products ship from nine nationwide warehouses with lifetime warranties and 6-month money-back guarantees.
Differentiator
Problem solved
Functional benefit
Products and services
- SoftPro Elite Smart HE Water Softener for City Water
Quantifiable outcome
- 99% fluoride reduction and 95% PFAS capture through Elite HE softener bundled with Fluoride & Chlorine+ SUPER Filter
- +6 more outcomes
Companies that use SoftPro Water Systems
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
SoftPro Water Systems technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
SoftPro Water Systems partnerships and signals
Strategic signalScale indicators11 records
Recent moves6 records
Expansion highlights6 records
SoftPro Water Systems competitors and assessment
Company assessmentEmerging players
- HomeWater: HomeWater is a newer DTC entrant offering residential water softeners and filters online — competing in the same factory-direct e-commerce niche as SoftPro but at an earlier stage of scale and brand recognition.
- Filterbuy: Filterbuy is a DTC seller of replacement air and water filters with a national distribution footprint — adjacent to SoftPro in water filtration aftermarket media with overlapping customer base but primarily focused on consumables rather than whole-house systems.
Broad incumbents
- Whirlpool Water Softeners: Whirlpool-branded water softeners are sold through big-box retail and dealer channels — competing with SoftPro in residential softening but with much broader brand reach and retail distribution rather than factory-direct e-commerce.
- Kinetico: Kinetico is a long-tenured manufacturer of residential and commercial water softeners and filters using non-electric, twin-tank technology — overlapping in softener category but distributed via dealer network rather than SoftPro's DTC model.
- EcoWater Systems: EcoWater is a long-established, dealer-network water treatment manufacturer offering whole-house softening and filtration — overlapping with SoftPro's core products but distributed through authorized dealers rather than factory-direct e-commerce.
Direct peers
- Culligan: Culligan is the largest US residential and commercial water treatment brand, offering softening, filtration, and dealer-based installation services — directly competitive with SoftPro's whole-house softeners and filtration systems, though SoftPro's DTC model differs from Culligan's dealer-network model.
- US Water Systems: US Water Systems sells residential and light commercial water treatment equipment including softeners, iron filters, and reverse-osmosis systems online — directly comparable to SoftPro's product breadth and DTC motion.
- Pelican Water Systems: Pelican sells residential water softeners, whole-house filters, and salt-free conditioners through a DTC e-commerce model — overlapping with SoftPro's city/well water softener and filtration lineup and bundle-driven AOV strategy.
- Aquasana: Aquasana sells whole-house and point-of-use water filtration systems direct-to-consumer — overlapping with SoftPro's whole-house filtration products (chloramine, PFAS, fluoride) and shared DTC distribution model.
- SpringWell Water Systems: SpringWell is a leading DTC residential water treatment brand selling whole-house softeners, filters, and reverse-osmosis systems factory-direct online — most direct comparable to SoftPro's factory-direct DTC e-commerce motion and product portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SoftPro Water Systems social profiles
Digital presenceSoftPro Water Systems compliance and trust
Trust signalCompliance8 records
SoftPro Water Systems financial estimates
Financial estimateRevenue estimate
Valuation estimate
SoftPro Water Systems leadership team
Management profileNumber of profiles
Profiles3 records
SoftPro Water Systems funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SoftPro Water Systems 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 SoftPro Water Systems
What does SoftPro Water Systems do?
SoftPro Water Systems manufactures and sells whole-house water softening and filtration systems direct-to-consumers. Its product portfolio includes ion exchange water softeners (Elite HE and ECO lines for city or well water), whole-house carbon and catalytic filtration systems, iron and sulfur filters, a salt-free water conditioner, and a commercial-grade softener. Products are sold factory-direct via the company's e-commerce website and ship from nine nationwide warehouses, supported by the proprietary WISDOM Water Intelligence sizing system and DIY installation guidance.
Is SoftPro Water Systems a public or private company?
SoftPro Water Systems is a private company. It is classified as family owned and is currently operating.
When was SoftPro Water Systems founded?
SoftPro Water Systems was founded in 1995.
Where is SoftPro Water Systems based?
SoftPro Water Systems is headquartered in Box Elder, United States, in the North America region.
How does SoftPro Water Systems make money?
Three revenue lines are on record. Water Softener Sales are the primary driver. The others are whole House Filtration System Sales and replacement Filters and Media.
Who are SoftPro Water Systems's main competitors?
Emerging players on record are HomeWater and Filterbuy. Broad incumbents are Whirlpool Water Softeners, Kinetico and EcoWater Systems. Direct peers are Culligan, US Water Systems, Pelican Water Systems, Aquasana and SpringWell Water Systems.
Does SoftPro Water Systems have an API?
No public API is recorded for SoftPro Water Systems.
What industry is SoftPro Water Systems in?
SoftPro Water Systems's product category is Residential Water Treatment Equipment. Its primary akta.pro industry code is HSAOAAAH, Water Softener, Filtration & Treatment System Installation, with a secondary code of HSAEAMAA, House & Building Exterior Soft Washing (Siding/Stucco/Vinyl). Its NAICS code is 42372 and its SIC code is 5070.