Essency's Smart, Corrosion-Proof Water Heaters Launch Nationwide

HOUSTON, TX – March 23, 2026 – Essency Water Heaters is undertaking a major nationwide expansion, a move set to make its innovative electric water heaters available across all U.S. regions. The expansion capitalizes on a growing demand for durable, energy-efficient home appliances and a national policy shift towards electrification. The company's award-winning EXR platform, featuring a unique non-corrosive polymer tank, is now poised to enter new markets from the Northeast to the Pacific Northwest.

Riding the Electrification Wave

Essency's expansion arrives at a critical juncture for the U.S. energy landscape. The global water heater market is projected to grow significantly, reaching an estimated $48.16 billion by 2033, with the electric segment leading the charge. This growth isn't just market-driven; it's propelled by a powerful combination of consumer demand for efficiency and sweeping decarbonization policies.

States like Washington have already mandated all-electric systems in new construction, while cities like Denver are phasing out gas appliances in new commercial and multifamily buildings. These regulatory shifts, coupled with new Department of Energy efficiency standards, are accelerating the transition away from traditional gas-powered appliances. Essency's products, particularly the smart grid-ready EXR-D model, are designed to meet this new reality.

"As regions move toward electrification, contractors and homeowners want high-performance options that deliver capacity without compromising reliability," said Nathalie Barendrecht, President of Essency, in a recent announcement. "The EXR platform was engineered from the ground up to do exactly that." This focus on electric-first design positions the company to capture a significant share of a market rapidly moving toward heat pumps and advanced electric resistance heaters.

Engineering a Solution to an Age-Old Problem

For decades, the primary vulnerability of traditional water heaters has been the steel tank itself. Susceptible to corrosion, especially in regions with hard water, these tanks are the leading cause of leaks and eventual system failure. Essency's core innovation directly confronts this issue with the world's first electric on-demand tank water heater built with a non-corrosive polymer tank.

Launched in 2021, the EXR's polymer construction effectively eliminates the threat of rust and corrosion, promising a significantly longer lifespan and greater peace of mind for homeowners. This durability is particularly valuable in hard-water regions across the Southwest, Midwest, and other parts of the country where mineral buildup shortens the life of conventional appliances. The design's long-term performance and sustainable material architecture earned it a prestigious 2023 Edison Award for Consumer Solutions – Sustainable Design, validating its innovative approach.

Beyond durability, the system is engineered for high-demand households. It boasts an 80-gallon First Hour Rating, ensuring ample hot water for multi-bathroom homes and large families, and features rapid recovery to keep up with continuous use.

A Smarter Grid for a Hotter Shower

The push for electrification brings its own challenges, namely the increased strain on the nation's power grid. Essency's EXR-D model addresses this head-on by being "smart grid-ready." This technology allows the water heater to integrate with utility Demand Response (DR) programs, which are becoming a crucial tool for managing energy consumption.

In a DR program, the utility can communicate with the water heater, signaling it to pre-heat water during off-peak hours when electricity is cheaper and more abundant. Conversely, it can pause heating during peak demand periods, helping to stabilize the grid and prevent blackouts. For consumers who enroll, this often translates into direct financial incentives or lower monthly energy bills. The integrated MyEssency® WiFi app further empowers homeowners, giving them direct control over performance settings, energy-saving modes, and the ability to boost capacity ahead of peak demand. This symbiotic relationship between the appliance and the grid represents the future of residential energy management, where homes are not just consumers of power but active participants in a more resilient energy ecosystem.

Winning Over the Professionals

A product's success is often determined by the professionals who install and service it. Essency appears to have made contractor adoption a cornerstone of its strategy. The company reports that its expansion is largely driven by strong contractor adoption, fueled by targeted training initiatives and a product designed with the installer in mind.

The EXR unit weighs approximately 100 pounds—significantly lighter than many conventional tank heaters—and requires only a standard 240V connection, simplifying the installation process. This focus on a "contractor-friendly" design reduces labor time and complexity, a critical factor for busy plumbing and HVAC professionals.

To further encourage adoption, Essency has developed virtual and in-person training programs and the Pro League, a contractor partnership program. This educational outreach is key to building confidence in new technology. "We're seeing the shift," noted Scott Isaksen, National Sales Director for Essency. "Once contractors catch a training, install a few units and see long-term field performance, confidence begins to grow. The expansion we're seeing in 2026 reflects that." This grass-roots approach, focusing on empowering the trades, has been instrumental in transforming the company from a regional player to a national brand.

What began as a regional rollout has now matured into a nationwide presence. Early adopter markets in the Southwest and Southeast have established strong momentum, and the company is now seeing accelerated growth throughout the Northeast corridor and other major U.S. markets. Throughout 2026, Essency plans to continue expanding its U.S. footprint, increasing its training initiatives, and advancing its product innovation to stay aligned with the ongoing modernization of America's energy grid and the evolving needs of homeowners seeking reliable, long-lasting performance.