provider. Their newly formed venture capital fund invested, helping fuel the company’s rapid growth. “We tripled revenue in the first year, tripled again in the second year, and then tripled again in the third year. We doubled the fourth year.” Today, Complete Home Filtration employs over 115 full-time staff members and 100 contractors nationwide. In 2023, Dodds bought back RAC’s shares to consolidate ownership. INNOVATION ON A GLOBAL STAGE Now, Dodds is eyeing global expansion, a strategic move that builds on the company’s solid foundation and proven success across Australia. She recently returned from a research trip to Los Angeles, where she explored potential entry points into the U.S. market, a region experiencing growing concerns about water contaminants, particularly PFAS. With rising consumer demand for clean water and regulatory bodies tightening standards, the U.S. represents a promising opportunity for the next chapter of growth.The company is also evaluating the United Kingdom as another potential market, given its similar water quality concerns and increasing awareness of the benefits of household filtration. Expansion goes beyond geography. At the core of Complete Home Filtration’s forward momentum is a commitment to product innovation. One of the most significant breakthroughs the company is preparing to bring to market is a revolutionary whole-house filtration system that removes PFAS, a class of harmful, long-lasting chemicals often referred to as “forever chemicals.” These substances have been linked to serious health concerns and are notoriously difficult to remove from water supplies. “We began developing our PFAS system in 2019, well before the media started talking about it,” Dodds says. “Our certification partner, IATMO, says they haven’t seen anything perform quite like ours.” The system is currently undergoing NSF 53 certification in New Jersey, a globally recognized standard for removing health-related contaminants. Dodds explains that early testing results have far exceeded initial expectations, with the system consistently performing above the required benchmarks and demonstrating durability well beyond the targeted capacity. “We’re excited to launch this in the next three to four months,” she says.“This system could be a game changer for households around the world concerned with emerging water contaminants.” EDUCATING THE MARKET Dodds believes that building a successful business goes beyond selling a product; it requires shifting mindsets. One of Complete Home Filtration’s primary missions is to raise awareness and educate consumers about the actual quality of their tap water. 81 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 07 COMPLETE HOME FILTRATION
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