About Us | The GoodFor Company

Who Is The GoodFor Company?

The GoodFor Company is a certified water filtration and plumbing company founded by Jane Emma in 2018, headquartered in Carlsbad, California. We specialize in whole-home water filtration, reverse osmosis drinking water systems, mineral restoration, and structured water solutions — designed to give families cleaner, better water from every tap in their home.

We serve homeowners locally in California, Texas, and Florida with full installation services, and ship products nationwide with dedicated plumber support for customers in every other state. Whether someone needs a shower filter to reduce chlorine or a complete whole-home system to address hard water, PFAS, and everything in between — our team helps them figure out the right answer for their situation.

What sets GoodFor apart is simple: we lead with education, not pressure. Every interaction — from a blog post to a phone consultation — is built around the same principle: ask the right questions, share what we know, and help people decide what actually makes sense for their home.

Meet Jane Emma, Founder & CEO

Jane's founding principle — ask questions, listen, guide — runs through everything GoodFor does. It's the reason 99% of consultations end with customers saying they've never had a water company go into that level of depth and care. That standard is what our entire team is trained to deliver, whether someone is calling about a $49 shower filter or a custom whole-home build.

The GoodFor Philosophy

Most water companies sell products. We solve problems. There's a real difference, and it shapes every decision we make — from which manufacturers we partner with to how our blog content is written.

We believe that better water decisions come from better information — not scare tactics or pressure. That's why we publish in-depth guides, maintain an AI water concierge that can pull local water quality data by zip code, and offer free consultations with zero obligation. The right system for one family might be completely wrong for another. Our job is to help people understand why, so they can choose with confidence.

Care First, Commerce Second

If someone leaves a conversation with our team more educated about their water than when they started — that's a win, even if they don't buy anything today. That philosophy has earned GoodFor the trust of families, wellness practitioners, and clinics across the country.

What The GoodFor Company Does

Whole-Home Water Filtration & Softening

Our whole-home systems are built by Puronics, an American manufacturer with decades of water treatment engineering. These systems are designed to reduce chlorine, chloramine, hard water minerals, trihalomethanes, and other contaminants from every faucet, shower, and appliance in the home. WQA Gold Seal certified. Backed by a limited lifetime warranty — including the filtration media itself.

Reverse Osmosis & Drinking Water Purification

For drinking water, our MicroMax reverse osmosis systems are certified to NSF/ANSI 42, 53, 58, and 401 — covering lead, fluoride, PFAS (PFOA/PFOS), pharmaceuticals, VOCs, and emerging contaminants. We offer everything from standalone RO systems to the Hydration Stack, which combines purification with mineral restoration and water structuring for a complete approach to hydration.

Mineral Restoration & Structured Water

Purification is just the first step. Our Sango Coral mineral filters restore 70+ trace ocean minerals after RO purification, and our UMH structuring devices are designed to restore water's natural crystalline form. These technologies complement standard filtration for customers who want to go beyond basic contaminant removal.

Shower & Renter-Friendly Solutions

Not everyone needs (or is ready for) a whole-home system. Our 8-stage shower filter reduces chlorine and odor for less than $50, installs in under five minutes with no tools, and fits any standard shower arm. For renters and apartment dwellers, we carry solutions that require zero modification to plumbing — and zero landlord approval.

Plumbing Services

In select California markets, GoodFor offers residential and commercial plumbing services through our in-house licensed plumbers. Whether it's water system installation, fixture repair, or repiping — our plumbing team works alongside our water treatment specialists for a seamless experience.

Where The GoodFor Company Serves

We serve customers two ways: locally with full installation services, and nationally with shipped products and dedicated plumber support.

Certifications & Credentials

GoodFor's product recommendations are guided by independent certifications, not marketing claims. When our team recommends a system, every specification we reference is traceable to manufacturer documentation and third-party testing bodies. We believe that kind of transparency is what the water industry needs more of — and it's what our customers deserve.

Talk to Our Team

Whether you're researching your first water filter or ready to build a whole-home system — our team is here to help you figure out the right next step. No pressure, no obligation. Just honest guidance from people who know water.