Serionix

Serionix is an advanced materials company that develops high-performance filtration technologies, sold to consumers under the Colorfil brand. Its filters are designed to drop into standard furnace, HVAC and air purifier housings and, beyond capturing airborne particles such as dust, pollen, pet dander and hair, to adsorb gas-phase chemicals and odor-causing compounds. The company states that an active molecular absorbent layer attracts and neutralizes amine-based compounds associated with pet odors, urine and household and kitchen smells, and claims up to five times more odor-capture capacity than the leading brand.

A distinguishing feature is a patented color-shift technology: filters start bright pink and gradually shift toward yellow as they adsorb odors and contaminants, giving a visual end-of-life indicator so users know when to replace the filter. The company states the underlying filter technology was originally developed for NASA to protect astronauts and spacecraft, and has been adapted for residential use. Product breadth centers on HVAC filters in 1-inch, 2-inch, 4-inch and 5-inch depths across roughly thirty stock sizes, with custom sizing offered for 1-inch filters. Collections on the storefront also include a Seri Mask line (face mask and replacement inserts) and a broader "Serionix Products" grouping.

Earlier in its development, Serionix focused on industrial air purification, identified through a customer-development process, and explored adjacent applications including hospitals, airports and government systems intended to protect buildings from chemical warfare agents.

Founding story

James (Jim) Langer and Weihua Zheng founded Serionix in 2011 while they were graduate students in the Materials Science and Engineering program at the University of Illinois at Urbana-Champaign, where they worked in the same research group developing high-performance filtration materials. The pair entered the Technology Entrepreneur Center's Cozad New Venture Competition on a whim with materials for removing contaminants from water, narrowly missing the finals. Their research advisor, James Economy, supported the effort and eventually became a co-founder. Acting on judges' feedback, they hired student interns from several university departments to run a customer development process that identified industrial air purification as the key market, and worked with EnterpriseWorks' SBIR Technical Assistance Program on grant proposals.

Business model

Serionix sells replaceable consumable air filters. Its Colorfil-branded HVAC filters are sold direct-to-consumer through its own online store with free U.S. shipping, and through a subscribe-and-save program offering 10% off each order. Distribution also extends into retail and e-commerce channels, with reported deals involving Lowe's, Chewy and Home Depot.

Revenue comes from one-time and recurring (subscription) sales of replacement air filters in stock and custom sizes, sold direct online and through retail partners. Because filters are consumables with a color indicator prompting replacement, repeat purchase is central to the model. The company states it donates 3% of every purchase to its local humane society.

Traction

The company reports cumulative donations exceeding $100,000 to its local humane society from a 3%-of-purchase pledge, an average customer rating of 4.7 stars, four consecutive annual "Odor Remover Product of the Year" awards (2021-2024), a retail launch at more than 200 Home Depot stores, and prior deals with Lowe's and Chewy. Earlier non-dilutive traction included $1.8 million from two SBIR grants (Army and NSF) and a NASA Phase II award.

Latest developments

A company news release announces a Colorfil launch at more than 200 Home Depot stores. The storefront also lists recent blog content on furnace filter replacement intervals and the costs of missed filter changes, and cites a fourth consecutive "Odor Remover Product of the Year" award in 2024.