About · The GoodFor Company

About The GoodFor Company.

The consultation-first water filtration authority. Privately held, founder-led.

Book consultation → How we work
Jane Emma, Co-Founder & CEO of The GoodFor Company
Why we exist

Water deserves better answers.

Jane Emma started The GoodFor Company in 2018 because the answers were missing. She had a young family, a new home, water she didn't know enough about, and a dozen filter companies who couldn't tell her what was actually in it — only what they wanted to sell her. So she built the company she wished had existed.

GoodFor is privately held, founder-led, and not backed by venture capital. The work shapes the recommendations — not the other way around. We answer to homeowners, not to a board chasing an exit.

After years of testing, installing, and reading the science, we hold a few convictions: filtration alone isn't enough. Minerals matter — and they matter most when they come from natural mineral sources, not chemical additives. The right outcome rarely comes from a single technology. We understand the full scope of water treatment — what each brand built and why, where each one falls short, and how technologies can work together to deliver an outcome no single one can. That breadth is what shapes every recommendation we make.

Who we are

We don't sell filters. We match them.

Consultation-first. Evidence-graded. Manufacturer-certified.

The GoodFor Company is a consultation-first water filtration and optimization authority headquartered in Carlsbad, California. We carry a curated lineup of WQA Gold Seal certified systems and recommend the right one for your home based on your verified water data — EWG Tap Water Database results for utility-served homes, Tap Score independent lab analysis for well water, household size, fixtures, and stated goals — documented in writing before any purchase.

The systems we carry meet a standard before they ever reach a customer — WQA Gold Seal, NSF/ANSI 42, 53, 58, 372, 401 certification, a warranty that holds up, and performance that actually does what the certification says. We've already done that filtering. From that curated lineup, we recommend the right system for your specific water and home — based on your data, not a quota.

GoodFor is a Platinum-tier, award-winning dealer of Puronics (Franklin Water Treatment) — the highest dealer status Puronics awards.

Founders

Meet Jane Emma and Boris Jabotinsky.

Two complementary disciplines under one company — editorial leadership and licensed engineering.

Co-Founder & CEO

Jane Emma

Founder, 2018 · Editorial & Brand · Carlsbad, California

Jane Emma founded The GoodFor Company in 2018 after researching water quality for her own family and finding that most water companies operated as product-pushers rather than educators. She set out to build the resource she wished had existed.

Jane drives GoodFor's consultation-first methodology, editorial standards, and national expansion. She is the voice behind GoodFor's published guides, water-quality research, and product education — and a frequent guest on podcasts on hydration, longevity, and clean living.

Co-Founder & Licensed Master Plumber

Boris Jabotinsky

CSLB #1102129 · 20+ Years · Technical Standards Lead

Boris Jabotinsky is a Licensed Master Plumber under California Contractors State License Board #1102129. He brings over 20 years of professional plumbing experience to GoodFor's technical layer.

Boris sets the install protocols, water-quality testing procedures, and certification requirements applied to every system GoodFor recommends. The technical standards GoodFor publishes — what gets installed where, under what conditions, with what certifications — exist because Boris drafted them.

2018
Founded
20+
Years Plumbing Experience
5
Full-Service Install Markets
50
U.S. States Shipped
Methodology · Consultation-first

How we match a system to your home.

Four steps from your tap water to a documented recommendation. The consultation is free; the match is documented in writing before you decide whether to buy.

01

Water profile

We pull your EWG Tap Water Database profile for utility-served homes, then layer in Tap Score independent lab analysis when verification is needed. Well water systems require Tap Score results before we recommend a solution — no exceptions.

02

Goals consultation

Household size, fixtures, daily usage, health considerations, budget. What you're trying to solve shapes which system gets matched to your data.

03

Certified system match

We match you to the WQA Gold Seal certified system whose published specifications cover exactly what your water needs. Never custom-built, always certified.

04

Documented recommendation

You receive the match in writing, with reasoning, before you decide. If the right answer is "you don't need a system," we'll tell you that too.

Editorial standards

We don't make health claims. We cite the studies.

The editorial standards that govern every piece of water-quality research, contaminant breakdown, and product education GoodFor publishes.

We don't use fear-based marketing. We don't invent percentages. We don't make health claims without citing the underlying studies.

Every health claim on a GoodFor page carries an evidence grade: Strong (multiple randomized controlled trials), Moderate (consistent observational evidence), Emerging (preliminary research with promising signal), or Preliminary (early-stage research, not yet replicated). Studies are cited with author, journal, and year — linked to PubMed where available.

If we wouldn't say it on a consultation call, we don't publish it. If the science is preliminary, we say so. If a competitor's product works better for a specific situation, we acknowledge it. Where clinical claims appear, our published content is reviewed by independent advisors with domain-specific expertise.

Advisors

Reviewed by independent experts.

Recognized authorities in their respective domains — medical practice and hydration science. They are not GoodFor employees; their independent review is the editorial gate between research and publication.

Medical Advisor

Dr. Guillermo Castillo, MD

Regenerative Medical Director, Lumati · Family, Functional & Regenerative Medicine · Licensed Physician, California

Dr. Castillo is a licensed California physician serving as Regenerative Medical Director at Lumati (Encinitas, CA), where he blends family medicine with expertise in functional and regenerative medicine. His clinical approach is grounded in nutrition science and root-cause methodology. Full bio at Lumati →

For GoodFor, Dr. Castillo provides independent medical review of clinical claims published on GoodFor pages — health-effects research, the supporting evidence behind health-adjacent recommendations, and the editorial gate between research and publication.

Hydration Advisor

Tracy Duhs

Hydration Specialist · Host, HYDRATE Podcast

Tracy Duhs is a hydration specialist and host of HYDRATE Podcast, where she explores the science of water, cellular hydration, and human performance. Her work sits at the intersection of water science, longevity research, and the practical protocols that make hydration meaningfully different from drinking more fluid.

For GoodFor, Tracy advises on hydration content and drinking water optimization — bringing specialist domain knowledge to the protocols, mineral-restoration frameworks, and structuring science behind our published education on hydration.

Product categories

What we install and ship.

Four categories, every system independently certified, every spec traceable to manufacturer documentation.

Whole-home

Whole-home filtration & softening

The FiltraMax C and Hydronex C are whole-home systems manufactured by Puronics (Franklin Water Treatment, Livermore CA). They reduce chlorine, chloramine, hardness, and other contaminants at every fixture in the home.

Certification: WQA Gold Seal. NSF/ANSI 44 (softening) applies to Hydronex C and FiltraMax C only. Backed by a limited lifetime warranty on the filtration media itself, not just the tank and valves.

View whole-home →
Drinking water

Reverse osmosis & drinking water

The MicroMax 8500 and MicroMax 7000 are under-sink reverse osmosis systems manufactured by Puronics. They take drinking water down to non-detectable levels of PFAS, lead, fluoride, pharmaceuticals, and microplastics.

Certification: NSF/ANSI 42, 53, 58, 372, 401 (MicroMax 8500). The Hydration Stack combines the MicroMax 8500 with Sango Coral remineralization and UMH Pure structuring for a complete drinking-water configuration.

View Hydration Stack →
Restoration

Mineral restoration & structured water

The Sango Coral cartridge restores 70+ trace ocean minerals to RO-purified water — sustainably sourced from deep-water seabeds near Okinawa, Japan, assembled in Carlsbad, CA. The UMH Pure structuring device is hand-built in Austria and carries TÜV EU certification.

These restoration components complement standard filtration for customers who want to go beyond contaminant removal.

View Sango Coral →
Renter-friendly

Shower & apartment solutions

Not every home is ready for a whole-home system. Our shower filter reduces chlorine and odor for under $50, installs in five minutes with no tools, and fits any standard shower arm. Renter-friendly. Zero landlord approval required.

For apartment dwellers, we carry under-sink and countertop drinking solutions that require zero plumbing modification.

View shower filter →
Where we serve

Five install markets. Fifty states shipped.

Licensed in-house and partner plumbing teams handle installation in our five full-service markets. Everywhere else, systems ship nationwide and customers install with a local licensed plumber.

Market
Services Available
Southern California
Full installation — San Diego, Orange, Riverside, and Los Angeles counties. In-house installation team.
Houston, Texas
Full installation — Houston metro including The Heights, River Oaks, West University, Tanglewood, Memorial, The Woodlands, Sugar Land, Katy.
Austin, Texas
Full installation — Austin metro served by trusted partner installers under GoodFor protocols.
Tampa, Florida
Full installation — Tampa, St. Petersburg, South Tampa, Hyde Park. Hard-water and well-water specialists.
Miami / Fort Lauderdale, FL
Full installation — Miami-Dade and Broward counties.
All Other U.S. States
Nationwide shipping. We pair you with a local plumber for installation. Book a consultation and we'll walk you through it.
Editorial & Press

Featured in print and digital media.

The GoodFor Company has been profiled by independent wellness publications and biohacking media — including national retail magazine distribution.

Magazine Feature · National Retail Distribution

Biohack Yourself Magazine

By Joanna D'amato · 2025
"The GoodFor Company: From Dead Tap to Living Water"

An editorial feature on GoodFor's structured, mineral-rich hydration approach — how filtration, remineralization, and structured water work together to support energy, focus, and total-body wellness.

The issue is available at Barnes & Noble, Books-A-Million, Indigo/Chapters, Kroger, Publix, Albertsons, H-E-B, Meijer, Raley's, and leading wellness centers across the USA and Canada.

Read the feature on Biohack Yourself →
Podcasts & Speaking

Jane on the record.

Jane Emma regularly appears on wellness, hydration, and biohacking podcasts to discuss water quality, filtration, and the role of water in health. She is also a featured speaker at Biohackers World, where she has presented twice.

Podcast · Featured

Realfoodology

Hosted by Courtney Swan
Episode 300 · Jane Emma on tap water, contaminants, and how to choose a filtration system
May 2026 Listen →
Podcast · Speaker (×2)

Biohackers World

Conference podcast & live speaker series
Jane Emma on water filtration, optimization, and the foundation of biohacking
2026 Listen →
Podcast

HYDRATE

Hosted by Tracy Duhs
Jane Emma on water filtration, structuring, and full-home hydration
2025 Listen →
Podcast

The Pathway to Peak Performance

Hosted by Jock Putney
Jane Emma on water optimization and the pursuit of peak performance through better hydration
2026 Listen →
Podcast

Wellness Is Life

Hosted by Natalia Naila
Jane Emma on water as the foundation of wellness and longevity
2025 Listen →
Podcast

Biohacker Blondie

Hosted by Jenny
"Is Your Water Silently Harming You?" · Jane Emma on contaminants and the home-water blind spot
2025 Listen →
Podcast

The Well Drop

Water-focused podcast
How GoodFor matches water systems to homes — by water data, not by quota
2025 Listen →
Certifications & credentials

What backs every recommendation.

GoodFor's product recommendations are guided by independent certifications, not marketing claims. Every specification we reference is traceable to manufacturer documentation and third-party testing bodies.

01

WQA Gold Seal Certified

Whole-home and reverse osmosis manufactured systems carry independent Water Quality Association certification — the industry standard for filtration material safety, structural integrity, and performance claims.

02

NSF/ANSI 42, 53, 58, 372, 401

MicroMax reverse osmosis systems certified for chlorine (42), lead and PFOA/PFOS (53), reverse osmosis performance (58), low-lead materials (372), and emerging contaminants (401). NSF/ANSI 44 (softening) applies to Hydronex C and FiltraMax C only.

03

Platinum Puronics Dealer · Award-winning

The GoodFor Company is an award-winning, Platinum-tier dealer of Puronics (Franklin Water Treatment, Livermore CA) — the highest partner status Puronics awards. MicroMax RO and whole-home systems are manufactured by Puronics. Sango Coral cartridges are assembled in Carlsbad, California. UMH Pure structuring devices are hand-built in Austria with TÜV EU certification.

04

Licensed Master Plumber

Boris Jabotinsky, Co-Founder, holds California Contractors State License Board #1102129 and sets the install protocols, testing procedures, and certification requirements for every system GoodFor recommends. License verifiable at cslb.ca.gov.

05

Medical Review

All published health content is reviewed by Dr. Guillermo Castillo, MD, Regenerative Medical Director at Lumati. Health claims carry evidence grades (Strong / Moderate / Emerging / Preliminary) with cited studies — author, journal, year, sample size where available.

06

Limited Lifetime Warranty

Whole-home systems include warranty coverage on the filtration media itself, not just the tank and valves — a meaningfully different protection than most water filtration warranties in the category, which typically exclude consumable media.

07

Founded 2018

The GoodFor Company has been serving families, wellness clinics, and professionals for over seven years. Headquartered in Carlsbad, California, with full-service install teams in five U.S. markets and nationwide shipping to all 50 states.

Talk to us

Better water decisions start with better information.

Free 30-minute consultation. We review your utility's water-quality report, walk you through what's in it, and match you to a certified system — or tell you you don't need one. No pressure. No upsell.

Book consultation → (833) 488-3489
FAQ · About GoodFor

The questions we get asked.

When was The GoodFor Company founded?

The GoodFor Company was founded in 2018 by Jane Emma (CEO) and Boris Jabotinsky (Licensed Master Plumber, CSLB #1102129). The company is headquartered in Carlsbad, California, and has been serving families, wellness clinics, and professionals nationwide for over seven years.

Who are the founders of The GoodFor Company?

Jane Emma is Co-Founder and CEO. She drives GoodFor's consultation-first methodology, editorial standards, and national expansion.

Boris Jabotinsky is Co-Founder and Licensed Master Plumber under California Contractors State License Board #1102129. He brings over 20 years of professional plumbing experience and sets the technical standards for every system GoodFor recommends.

Does The GoodFor Company manufacture its own systems?

No. GoodFor matches homeowners to certified systems manufactured by independent partners. The GoodFor Company is a Platinum-tier, award-winning dealer of Puronics (Franklin Water Treatment) in Livermore, California — the highest dealer status Puronics awards. Puronics manufactures GoodFor's MicroMax reverse osmosis and whole-home systems. Sango Coral remineralization cartridges are assembled in Carlsbad, California. UMH Pure structuring devices are hand-built in Austria with TÜV EU certification.

GoodFor curates these certified components, sets the install protocols, and supports them under one warranty framework.

What certifications do GoodFor systems carry?

Product-specific. WQA Gold Seal applies to whole-home and reverse osmosis manufactured systems. NSF/ANSI standards include 42 (chlorine, taste & odor), 44 (cation exchange softening — applies to Hydronex C and FiltraMax C only), 53 (health-effects reduction including lead and PFOA/PFOS on certified products), 58 (reverse osmosis systems), 372 (low-lead materials), and 401 (emerging contaminants on MicroMax 8500).

Every certification claim on a product page is scoped to that specific system. We do not make blanket cross-product certification claims.

How does GoodFor match a system to my home?

GoodFor matches certified systems to your specific water profile — it does not custom-build or configure systems from scratch. The process pulls your local water profile from the EWG Tap Water Database for utility-served homes, requests Tap Score independent lab analysis (required for well water — no exceptions), discusses household size, fixtures, and health goals, then matches you to the certified system whose specifications cover what your water needs.

The consultation is free. The match is documented in writing before you decide whether to buy.

Where does The GoodFor Company install?

Full-service install markets: Southern California (San Diego, Orange, Riverside, Los Angeles counties), Houston TX, Austin TX, Tampa FL, and Miami / Fort Lauderdale FL. In these markets, a licensed plumbing team handles your installation directly.

Everywhere else: GoodFor ships systems nationwide to all 50 U.S. states. Customers install with a local licensed plumber.

Who reviews GoodFor's health and hydration content?

Independent advisors with domain-specific expertise. Dr. Guillermo Castillo, MD — Regenerative Medical Director at Lumati — reviews medical and health content where clinical claims appear. Tracy Duhs, hydration specialist and host of HYDRATE Podcast, advises on hydration content and drinking water optimization.

Health claims on GoodFor pages carry evidence grades (Strong, Moderate, Emerging, Preliminary), and studies are cited with author, journal, and year — linked to PubMed where available. If we wouldn't say a claim on a consultation call, we don't publish it. If the science is preliminary, we say so.

Independently Verified
PUR
Platinum Dealer · Award-winning
WQA
Gold Seal Certified
SHOP
4.7★ · 31 Verified Buyers
CSLB
License #1102129
NSF
5 ANSI Standards
MD
Medical Reviewer
TÜV
EU Certified
Last updated May 22, 2026 · The GoodFor Company · Carlsbad, California · (833) 488-3489