Jonathan Heller is the CEO of MikvaTech, a water purification company based in Jerusalem, where he lives

What I do: I develop technology that provides mikvaos with advanced water purification systems.

What that means: We offer a range of products — proprietary oxidation machines, skimmers, and filters — that provide comprehensive water treatment solutions for all types and sizes of mikvaos. We’re constantly researching and developing new and upgraded systems and tools. Our mission: to help every mikveh maintain clean and healthy water at the strictest halachic level.

My role: Because we’re a young start-up, it varies. Sometimes, I’m the face of the business, meeting mikveh contractors and designers. Other times I sit with our engineers regarding new product development, and I’m often busy with the daily grind of making sure everything operates smoothly.

How I got started

 Initially, our company, Pool Purity, targeted the swimming pool and wetland markets. A few years ago, a friend sent me a study by the Hadassah-Hebrew University Medical Center about mikveh maintenance practices. I was disturbed by the study’s findings, and I realized that no one is developing anything for mikveh water treatment. There are extensive regulations and guidelines for swimming pools, but the mikveh market has almost no directive. I thought, taharas Yisrael is the foundation of Jewish life — every mikveh should be beautiful, clean, and healthy. I consulted at length with my rav, Rav Asher Weiss shlita, and with his go-ahead, I pivoted to focus on this important need.

Initial feedback

People looked at me like I was crazy! The largest and most prestigious infinity swimming pool was using Pool Purity technology, and here we were, pivoting to this unheard-of archaic ritual-bath market. But with my new elevated mission, we started taking Pool Purity products and technologies and seeing how we could adapt them and develop new solutions for mikvaos.