🛡 10-Year Guarantee
💳 0% Finance Available
🏠 Family-run, Oxfordshire
🛡 10-Year Guarantee
💳 0% Finance Available
🏠 Family-run, Oxfordshire
If you’re comparing us against a national operator, an informal plumber, or a scale inhibitor, this is the side-by-side. Every claim is verifiable. Every comparison is honest. The page is long because the case is solid.
Our £1,695 standard install price is on the homepage, in every Google ad, and on every email signature. It is the same price at the survey. It is the same price at the install. It does not go down if you push or up if you don’t.
National operators quote £1,800 to £2,400 with no published list price and routinely drop their quote on the doorstep when you push back. That isn’t pricing — it’s negotiation theatre.
Opaque pricing. Quote varies by salesperson. Discount drops at the door if you push.
Published £1,695. Same on the website, the survey and the install.
Difference between the website price and the surveyor’s quote. Always.
We’re Xan and Piers. We live in Oxfordshire, we work in Oxfordshire, and Purer Aqua is the only thing we do. Confirm with Piers that you both want to make this commitment in writing. Strong differentiator if held; credibility damage if not.
National operators send a contractor who has never been to your street before and may never come back. Locally owned means locally accountable.
Anonymous contractor from a regional roster. Different person for the survey vs the install.
Two founders. Recognisable. Reachable. Same name on every contact.
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.