🛡 10-Year Guarantee
💳 0% Finance Available
🏠 Family-run, Oxfordshire
🛡 10-Year Guarantee
💳 0% Finance Available
🏠 Family-run, Oxfordshire
Privacy, cookies, terms, finance disclosure, ICO registration. Last updated 1 May 2026.
Pure Aqua Ltd (“we”, “us”, “our”) is the data controller for personal information you provide via this website, by phone, or in person at a survey. We are registered with the Information Commissioner’s Office under registration number ZA000000.
To deliver and account for the services you have asked us to provide; to comply with our regulatory obligations (FCA, HMRC, Water Regs); to improve our marketing; to send service messages about your install and subscription. We do not sell your data.
Novuna (consumer finance), Retramax (insurance-backed guarantee), Thames Water (regulatory notification), GoCardless (Direct Debit), Stripe (card payments), HubSpot (CRM), CallRail (call attribution), Google (analytics and ads), Microsoft Clarity (UX analytics), Tidio (live chat). All operate under Data Processing Agreements (DPAs).
Customer install data: 7 years (HMRC). Marketing lead data: 24 months from last contact. Call recordings: 90 days. After these periods, we anonymise or delete.
You have rights of access, correction, deletion, restriction, portability and objection. Email dpo@pureaqua.co.uk to exercise them. We respond within 30 days.
Pre-launch legal review required. Replace this section with the version supplied by your solicitor.
We use cookies in four categories:
You can change your preferences at any time via the cookie button in the bottom-left of every page.
Pure Aqua provides water softener installation services subject to a free home survey. Quoted price is fixed at the point the quote is issued. Cancellation rights apply under the Consumer Contracts Regulations 2013 — you have 14 days to cancel without explanation.
Salt subscription is a recurring contract. You may pause, skip or change frequency at any time via the customer portal. Cancellation requires 30 days’ notice. Annual prepay cancellations are refunded pro-rata.
Our liability is limited to the install price plus the value of the insurance-backed guarantee provided by Retramax. We are not liable for indirect loss. Nothing in these terms excludes our liability for death or personal injury caused by our negligence.
Pre-launch legal review required.
Pure Aqua Ltd is a credit broker, not a lender. We are authorised and regulated by the Financial Conduct Authority as an Appointed Representative of Novuna Personal Finance (a trading name of Mitsubishi HC Capital UK PLC). Our FCA reference number is [TBD] under principal firm reference 704348.
£1,695 cash price. 0% APR representative. 36 monthly repayments of £47.08. Total amount payable £1,695.00. Subject to status.
We receive a fixed commission from Novuna for each successful finance application — typically 4–7% of the loan value. This does not affect the price you pay; you pay the same with or without finance.
Pure Aqua Ltd is registered with the Information Commissioner’s Office. Registration number: ZA000000. Verify at ico.org.uk.
For any data protection question, request or complaint: dpo@pureaqua.co.uk. We respond within 30 days. If you are not satisfied with our response, you have the right to complain to the ICO at ico.org.uk/make-a-complaint.