🛡 10-Year Guarantee
💳 0% Finance Available
🏠 Founder-led. Nationally focused.
🛡 10-Year Guarantee
💳 0% Finance Available
🏠 Founder-led. Nationally focused.
If you’re comparing water-softener options, here’s what makes Purer Aqua different: transparent pricing, no-pressure advice, professional installation and straightforward ongoing support.
Our Standard installation price is published upfront, so you have a clear indication of cost before you book a survey. At your free home survey, we assess your property and confirm the right installation tier and identify any additional work required. Your complete price is then provided in writing before you decide.
We believe water-softener pricing should be straightforward. No inflated starting price. No negotiation. No pressure to sign on the day.
Pricing may only be confirmed after an in-home consultation, making it harder to understand and compare costs upfront.
Published package prices upfront. Your installation requirements are assessed at the free home survey and your complete quote is provided in writing before you decide.
Our standard installation price
Our most common installation. Any additional work required is identified at your survey and included in your written quote.
Purer Aqua was founded in Oxfordshire with a simple idea: buying and owning a water softener should be straightforward, transparent and personal. We’re building Purer Aqua to serve homes across the UK while keeping that founder-led approach at the heart of the business.
That means clear communication, people you can reach and a team that takes responsibility for your experience — from your first enquiry through to installation and ongoing support.
Sales, installation and aftercare may be handled by different teams or points of contact.
Founder-led, with clear points of contact and personal accountability from survey through to ongoing support.
The person who quotes your install earns the same whether you sign today or not at all. There is no incentive to apply pressure. There is no manufactured urgency. There is no “this offer is only available if you sign before I leave.”
National operators use commission-based door-to-door salespeople who close on the day or lose their commission. That structural incentive is why their reputation for high-pressure sales exists.
Commission-based salespeople under daily targets. Discount tactics common.
Fixed salary. No commission. No pressure. Take the quote home.
Purer Aqua surveyors whose pay depends on closing your install on the day. There aren’t any.
Every Purer Aqua installation uses WRAS-approved components and is notified to Thames Water under the Water Supply (Water Fittings) Regulations 1999. We handle the notification as part of the service — it’s a 10-minute administrative task that informal plumbers routinely omit.
If you find yourself selling the house in five years, the buyer’s solicitor may ask whether the install was correctly notified. Yours was.
Often skips Thames Water notification. Can create a regulatory headache on house sale.
WRAS approved components. Thames Water notified. Certificate filed.
Of our installs that we notify to Thames Water as required by the regulations.
A 45-minute home visit. We test your water, quote a fixed price, and you decide in your own time. No pressure, no doorstep tactics.
We’re an Appointed Representative of Novuna Personal Finance, regulated by the Financial Conduct Authority. That means a properly underwritten finance product — £1,695 over 36 months at 0% APR equals £47.08 a month with no deposit, no surprises, and no informal arrangements.
We’re a credit broker, not a lender.
Purer Aqua acts as a credit broker, not a lender. We receive a commission from Novuna Personal Finance Ltd if you take out a finance agreement, calculated as a fixed amount per successful application. This commission does not affect the rate or terms you are offered.
"Stage payments" or unregulated credit. No FCA cover, no recourse if something goes wrong.
FCA-regulated AR of Novuna. 0% APR. Standard consumer credit protections apply.
Monthly payment on a 36-month plan. 0% APR. No deposit. Subject to status.
Salt is the consumable your softener needs to keep running. National operators install the box and leave you to figure out where to buy salt, when to top it up, and how heavy a 25kg bag is when it’s at the back of B&Q.
We deliver branded Purer Aqua salt every 8 weeks by Direct Debit. The driver tops up the softener, takes the empties, runs a 30-second check on the system. Pause, skip or change frequency in three clicks via your portal.
Install only. No salt subscription. You haul 25kg bags from a hardware store.
Managed subscription from day one. £33 per delivery. Fully flexible.
We will publish a real customer voice here as soon as one of our subscribers gives us permission. Every customer gets a follow-up at month 2 specifically about the salt subscription experience.
— David M. · Cowley · Installed 2026
Every install carries a 10-year guarantee underwritten by Retramax. The IBG means your cover survives even if Purer Aqua doesn’t — if anything happens to us, Retramax instructs an approved engineer at no cost to you.
Standard manufacturer warranties are only as good as the manufacturer. An insurance-backed guarantee is a regulated product paid for at the point of install. We can’t take it away from you and we can’t water it down later.
Often manufacturer-only. Worthless if the installer exits the market.
10-year IBG by Retramax. Continues regardless of Purer Aqua's trading status.
Insurance-backed cover on parts, labour, and water damage from install fault.
What we don’t do – no door-knocking, no cold calling, no commission-driven last-chance tactics, no signing on the day, no hidden extras.