Make Internet
Great Again

PuriFi™ is a small device that plugs into your router and protects every device on your network — phones, laptops, smart TVs, speakers, cameras, and everything else connected to your internet. It blocks ads, trackers, threats, and prevents your devices from sending your personal data to outside companies.

Browser ad blockers only work inside your browser — your smart TV, game console, speakers, and IoT devices stay unprotected. Pi-hole is great software, but it requires Linux setup, ongoing maintenance, and gives you zero protection when you leave home. Cloud DNS services like NextDNS or AdGuard DNS route every query through their servers — they see everything, and you pay them monthly forever. PuriFi™ is the turnkey version: hardware you own, filtering stays in your home, mobile apps for iOS and Android, and Private VPN routes through your own device — not ours. One setup covers every device on your network, home and away, no subscription for core protection.

No. Ad blocking, threat protection, content controls, protection presets, and household sharing all work out of the box with no subscription — forever. The only paid feature is Private VPN ($4.99/month or $49.99/year), which lets you stay protected when you leave home. Founding Backers get Private VPN free for life.

No. PuriFi™ runs PuriFi DNS — our own filtering engine, built in-house from scratch. It shares no code with Pi-hole. Pi-hole is an excellent open-source project and still the best DIY option if you enjoy running your own setup — it just isn’t what’s inside a PuriFi device. Building our own engine is what lets us ship things a stock install doesn’t have: curated blocklists preloaded and self-updating, machine learning that catches new threats before a blocklist names them, a live blocking visualization, Bluetooth pairing from the mobile app, and an always-home VPN.

It’s PuriFi™ — “pure” + “Fi” as in Wi-Fi, pronounced “pure-eye-fye.” People find us searching for puri fi, purefi, purify, pirifi, and puryfi, and that’s fine: whichever way you spell it, you’re in the right place. PuriFi is the plug-in device that blocks ads, trackers, and threats on every device in your home, with no subscription.

No. Plug it in, open the app, pair via Bluetooth, and you’re done. The entire setup takes under two minutes.

For almost everyone, it does the opposite. PuriFi™ handles a full gigabit, which is more than most home connections actually deliver. Every ad, tracker, and other piece of junk PuriFi blocks is a request your devices never make, so pages have less to fetch and your bandwidth goes to what you actually opened. PuriFi also caches the lookups it has already made, so the second time anything on your network asks for a domain, the answer comes straight back from your own device in about a millisecond instead of travelling out to a resolver and back. Less to load and fewer round trips — most people find pages come up faster, not slower. Two honest caveats: your ping doesn’t change, and PuriFi can’t raise the ceiling your ISP sells you. If your plan is faster than a gigabit, see the next question.

No. PuriFi™ does not block promoted or sponsored content like YouTube ads or social media ads — that content is served by the platforms themselves. PuriFi blocks ads that are served by third parties and can be blocked on the network level.

When you leave your home, your devices lose PuriFi™’s protection. Private VPN creates a secure, encrypted tunnel from your phone or laptop back to your own PuriFi device, so you get the same ad, tracker, and threat blocking at a coffee shop, airport, or hotel as you do at home. Unlike a commercial VPN, it routes through YOUR device — not a third-party server that sees your traffic. It’s like you’re always sitting in your living room. Using your own wifi.