Others "Reduce", but we "Remove." With the Clearly Filtered water pitcher you don't have to second guess what might be in your tap water ever again. You can drink with confidence knowing that our filter can handle over 365 unique types of water contaminants with up to 99.9% removal rates. No other pitcher even comes close! The Clearly Filtered Pitcher includes your first Pitcher Filter. Each filter has an average life of around four (4) months, but that can depend on the concentration of contaminants in your particular water supply. The filter life is based on your average daily use and the quality of your drinking water. If your tap water is relatively heavily contaminated, your filter must work harder to keep your water clean, which will decrease the life of the filter but you will still receive the high-quality results during the filter life. Take a step up to Clearly Filtered and never look back.