Second Nature

Second Nature is a company that specializes in providing subscription-based air and water filtration products for residential use. Founded in 2012 by Thad Tarkington and Kevin Barry, the company originally started as FilterEasy before rebranding in 2019. Second Nature offers a range of air filters and refrigerator water filters designed to improve indoor air and water quality. Their air filter options include MERV 8, MERV 11, and MERV 13 filters, which capture varying levels of airborne particles such as dust, pollen, mold, and bacteria. For refrigerator water filtration, the company provides two options: "Each Sip" for improved taste and odor reduction, and "It Matters" for more comprehensive contaminant removal, including heavy metals like lead and mercury. Second Nature's business model focuses on convenience, automatically shipping new filters to customers at predetermined intervals to ensure timely replacements. The company offers over 66,000 different filter sizes, including custom options, to accommodate various HVAC systems and refrigerator models. In addition to filtration products, Second Nature expanded its offerings in 2020 to include face masks made with air filter technology in response to the Covid-19 pandemic. As of March 2020, the company reported having over 100,000 subscribers and had grown from about a dozen employees to 150 in five years.

Key customers and partnerships

Second Nature has established partnerships with property management companies to provide air filter solutions for rental properties. One such partnership is with Ultimate Property Management, a North Carolina-based firm. This collaboration allows Second Nature to deliver customized air filter packages directly to tenants, including personalized messages and instructions for filter changes. The company also formed a strategic manufacturing partnership with AAF Flanders, America's largest residential HVAC filter manufacturer, to ensure consistent supply for its growing customer base. In 2020, Second Nature received a strategic investment from MANN+HUMMEL, a German manufacturer of air and water filtration systems, as part of its Series C funding round.