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4 Challenges Facing Whole-Home Water Filtration Companies in 2024

Whole-home water filtration brings the gift of safe, clean water right to the tap. As the demand for in-home filtration systems grows, companies in this market must understand the obstacles they must overcome to succeed.

This post from United Consumer Financial Services highlights the most significant challenges facing whole-home water filtration companies in 2024. Read on to learn how to anticipate these challenges and the steps required to turn obstacles into opportunities.

1. Keeping Up with Advancements in Filtration Technology

The water filtration industry is continuously changing, growing, and evolving. As new technologies develop to create more effective systems, manufacturers must keep up with these innovations. Companies must invest in research and development to provide the water treatment solutions their customers want and need.

As in-home systems have recently taken a prominent place in the water filtration market, a surge of technological advancements has reshaped the extent to which we can treat water coming from the tap:

  • Nanotechnology
  • Acoustic Nanotube Technology
  • Photocatalytic Water Purification Technology
  • Automatic Variable Filtration Technology

These advancements allow filtration systems to clean and purify water more thoroughly and efficiently than ever. While we want continuous innovation, ever-changing tech affects consumer expectations, putting pressure on whole-home water filtration companies to keep up.

While research and development can rapidly consume resources, rising to this challenge allows companies to better serve their customers and provide a superior filtration system.

2. Adapting to Changing Consumer Preferences

Consumer preferences in the whole-home water filtration industry constantly evolve, driven by technological advancements, lifestyle changes, and environmental awareness. One significant trend impacting whole-home water filtration companies is the increasing demand for smart home integration and connected devices. Consumers seek filtration systems that can be seamlessly integrated into their smart home ecosystems, allowing for remote monitoring, control, and automation through smartphone apps or voice-activated assistants.

Moreover, there’s a growing preference for compact and aesthetically pleasing filtration systems that don’t compromise performance. Consumers often seek space-saving solutions that fit seamlessly into modern homes without being obtrusive. This shift in preferences necessitates that filtration companies invest in research and development to design sleek, compact, and visually appealing products that meet consumer expectations while maintaining high filtration efficiency.

Additionally, as sustainability becomes a key consideration for many consumers, there’s an increasing demand for eco-friendly filtration systems that minimize waste generation and energy consumption. Companies that can adapt to these changing consumer preferences by offering innovative, technologically advanced, and environmentally sustainable filtration solutions will likely gain a competitive edge in the market.

3. Maintaining Water Treatment Standards and Regulations

Water quality varies across regions, and companies must design filtration systems that can effectively address the specific contaminants present in different water sources.

Adhering to water quality standards and regulations is crucial not only for consumer safety but also for filtration companies’ compliance. Changes in regulatory requirements may necessitate adjustments to filtration systems, and failure to comply could lead to legal issues and damage to the company’s reputation.

The American National Standards Institute and NSF —independent groups that evaluate product performance — set the national standards for water filters and filtration systems. And while companies aren’t required to meet NSF/ANSI standards, certification helps ensure the product is effective. These standards focus on everything from taste, smell, and appearance to safety and filtering pesticides and industrial chemicals.

For sure, communities including Flint, Michigan, Jackson Mississippi and Baltimore, Maryland have had a water crisis, leading to water contamination and huge challenges. And a surprising number of U.S. cities have unhealthy levels of contaminants and chemicals in their drinking water. Maintaining and adhering to standards ensures you provide a product that delivers on its promises. Doing so positions your business as one that prioritizes safety, integrity, and the consumer, helping you reach more customers and sell more systems.  

4. The Cost of a Quality Water Filtration System

The benefits of whole-home water filtration are undeniable:

  • Cleaner, safer water
  • Purer taste
  • A consistent source of water from your tap
  • No need to buy bottled water for drinking or cooking
  • Other water usage, such as laundry and bathing, is clean, odorless, and safe

But for many individuals, access to the basics, like clean, safe water, is difficult to secure, especially as economic fluctuations affect budgets and spending. In-home filtration systems are a worthy and valuable investment, but high upfront costs prevent some consumers from even considering a purchase. Additionally, ongoing maintenance expenses can be a concern. As a result, many homeowners forego the idea of water filtration and settle for water that tastes bad and leaves a residue on dishes, clothes, sinks, and tubs while continuing to pay hundreds of dollars every month for bottled water.

Whole home water filtration companies must provide flexible payment options to make their solutions accessible to their customers. Partnering with United Consumer Financial Services allows you to bridge the gap and make a way for homeowners to secure clean, tasty water day in and day out.

Providing consumer financing options for your whole-home water filtration company empowers your customers to shop with you today and schedule their system installation now. Financing breaks down big-ticket pricing into affordable scheduled, low monthly payments that make choosing a system easier for shoppers on the fence because of budget constraints. UCFS empowers shoppers to choose the system they want: no settling, no compromising, and no postponing the purchase.

Consumer financing removes obstacles to purchase and shows consumers they can more easily afford a new filtration system. Through UCFS, you can offer affordable monthly payment options that allow your clients to upgrade their purchases for just dollars more per month.

Without the financial weight of an upfront, lump sum payment, shoppers feel confident to shop for water filtration systems that meet their wants and needs without compromising their budgets. Partnering with United Consumer Financial Services allows you to provide financing options that make your systems more affordable and accessible.


In-home water filtration companies are in the ideal position to expand their reach and serve more customers –– and sell more systems –– than ever. Understanding the challenges you’ll face in this industry empowers you to prepare for whatever comes your way. By taking a proactive approach, you can set your business on the path toward increased sales and profits.

United Consumer Financial Services provides the support you need to execute a revenue-building financing program. Secure more customers and improve your cash flow with financing that works. Contact our team to connect with a financing expert who can get you started with us today!