Salt-Free Water Softener: How AQON PURE Bootstrapped a Cleantech Startup

Episode notes

What if fixing hard water could also save energy and rivers? That’s the question Maximilian Wilk , Co-Founder & CEO of AQON PURE , set out to answer. His team developed a salt-free water softener that prevents limescale, lowers energy bills, and avoids the chloride pollution caused by traditional salt-based systems. In this episode of Startuprad.io, Maximilian shares how AQON PURE transformed from a family business into a bootstrapped cleantech startup that scaled without VC funding. Instead of relying on wholesalers, the team built a D2C + certified installer network that grew from 100 to over 400 plumbers—unlocking sustainable growth across Germany and beyond.