PurposeMed
PurposeMed is a Calgary-based virtual healthcare company that operates direct-to-consumer brands — Freddie (PrEP), Frida (adult ADHD), Foria (gender-affirming care), and Affirming Care Pharmacy — delivering specialist clinician care to underserved communities across Canada and the USA, having served over 50,000 patients.
- Company typePrivate
- Founded2019
- HeadquartersCalgary, Canada
- Headcount101–250
- GTM typeB2C
- OfferingServices
What PurposeMed does
PurposeMed Inc. is a Calgary-based, privately held virtual healthcare company founded in 2019 that operates a portfolio of direct-to-consumer sub-brands targeting underserved populations across Canada and the United States. The company's portfolio includes Freddie, the #1 rated PrEP (Pre-Exposure Prophylaxis) provider in North America, serving HIV-prevention patients; Frida, which provides adult ADHD diagnosis and treatment in days rather than months; Foria, which delivers gender-affirming care and hormone therapy; and Affirming Care Pharmacy, an affiliated pharmacy that ships affordable medication directly to patients. More than 50,000 patients have been served across these brands, with the company noting that approximately 70% of patients served had never previously received care for their condition — indicating PurposeMed is largely expanding the market rather than displacing existing providers.
The underlying technology is a proprietary virtual care platform that connects patients with specialist clinicians through end-to-end encrypted text, video, and audio chat consultations. The platform architecture is multi-brand by design, with separate consumer-facing websites (gofreddie.com, talkwithfrida.com, foriaclinic.com, affirmingcare.ca) funneling into a shared clinical operations and pharmacy-delivery backbone. Calls are never recorded or stored, and patient personal health information is stored in Canada in compliance with the Alberta Health Information Act and PIPEDA. The platform integrates with the Canadian public healthcare system, enabling patients to access government prescription plans such as the Ontario Drug Benefit.
PurposeMed generates revenue primarily through virtual consultation fees and recurring prescription-related services (PrEP refills, ADHD medications, hormone therapy), with a secondary transaction-fee stream from the affiliated Affirming Care Pharmacy. The company supplements these revenues with the Freddie Financial Assistance Program, a subsidy model for eligible Ontario residents prescribed generic PrEP that reduces patient acquisition friction. Distribution is entirely digital and direct-to-consumer, relying on brand-specific SEO, patient testimonials, earned media (CBC, Global News), and community-oriented organic social. The company is physician-led by four co-founders, including CEO Dr. Husein Moloo (MD, University of Calgary; MPH, Brown University), CMO Dr. Caley Shukalek (MD; MPH, Johns Hopkins), COO Pete MacLeod (Ivey MBA), and CCO Amaan Banwait (Wharton MBA; ex-Clinton Foundation HIV/AIDS programs), supported by a team of approximately 200 employees including more than 90 clinicians. PurposeMed ranked #2 on Deloitte's Technology Fast 50 Canada 2025 and has been recognized as a LinkedIn Top Startup and a Great Place to Work.
PurposeMed firmographics
Firmographics- Name
- PurposeMed
- Legal name
- PurposeMed Inc.
- Website
- https://purposemed.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PurposeMed is a Calgary-based virtual healthcare company that operates direct-to-consumer brands — Freddie (PrEP), Frida (adult ADHD), Foria (gender-affirming care), and Affirming Care Pharmacy — delivering specialist clinician care to underserved communities across Canada and the USA, having served over 50,000 patients.
- Ownership category
- akta.pro rank
PurposeMed industry classification
Industry- Product category
- Virtual Healthcare Services
- NAICS
- Offices of Physicians (6211), Offices of Physicians, Mental Health Specialists (621112), Outpatient Mental Health and Substance Abuse Centers (621420)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Prescription-Based Digital Clinics (Condition-Specific Rx Programs) (HLALAAAD)
- akta.pro secondary industry
- Specialty Pharmacy & Complex Therapy Management Platforms (HLACAKAG)
Keywords
Where PurposeMed is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
PurposeMed business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Virtual Healthcare Services: PurposeMed generates revenue through providing virtual healthcare consultations and ongoing care services. Patients connect with specialist clinicians for personalized treatment plans. Services include diagnosis, treatment, and ongoing care coordination delivered through secure digital channels.
- Pharmacy Services: Affiliation with Affirming Care Pharmacy which ships affordable medication to patients' doorsteps. Revenue generated through pharmacy delivery services integrated with clinical consultations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Freddie Financial Assistance Program for PrEP medication |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
PurposeMed product offering
Product offeringCore offering
PurposeMed connects patients with specialized clinicians for virtual healthcare delivered from the comfort of home, operating four specialized brands: Freddie (PrEP/HIV prevention), Frida (adult ADHD diagnosis and treatment), Foria (gender-affirming hormone therapy), and Affirming Care Pharmacy (medication delivery). The company targets underserved communities including LGBTQ2S+ populations, First Nations Canadians, and adults seeking timely ADHD care, providing personalized treatment plans, ongoing care coordination, and pharmacy delivery integrated with Canada's public healthcare system.
Product overview
PurposeMed is a healthcare company that operates as a parent brand with a portfolio of four specialized sub-brands addressing different underserved communities: Freddie (PrEP/HIV prevention), Frida (adult ADHD care), Foria (gender-affirming care), and Affirming Care Pharmacy (medication delivery). The company connects patients with specialized clinicians providing personalized treatment plans, pharmacy delivery, and integration with the public healthcare system, all delivered through virtual care from the comfort of patients' homes. PurposeMed has served over 50,000 patients across North America.
Differentiator
Problem solved
Functional benefit
Brands
- Freddie: The #1 rated PrEP provider in North America, serving patients in both Canada and the USA
- Frida
- Foria
- Affirming Care Pharmacy
Products and services
- Freddie The #1 rated PrEP (Pre-Exposure Prophylaxis) provider in North America, offering HIV prevention medication and services through virtual consultations to patients in both Canada and the USA. Includes the Freddie Financial Assistance Program for Ontario residents.
- Frida Diagnosis and treatment service for adult ADHD, offering expedited access to specialist care, personalized prescriptions, and ongoing care coordination delivered through virtual consultations.
- Foria Expert gender-affirming care and hormone therapy services delivered virtually from the comfort of the patient's home, with specialist clinician consultations and integrated medication delivery.
- Affirming Care Pharmacy Affiliated pharmacy service integrated with PurposeMed's virtual care brands that ships affordable medication directly to patients' doorsteps, completing the care delivery chain from diagnosis to prescription delivery.
Quantifiable outcome
- Over 50,000 patients served and counting
- +2 more outcomes
Companies that use PurposeMed
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
PurposeMed technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PurposeMed partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Affirming Care PharmacycoreAffiliation with Affirming Care Pharmacy enables PurposeMed to ship affordable medication directly to patients' doorsteps. This partnership completes the care delivery chain, allowing patients to receive diagnoses, prescriptions, and medication delivery through a single integrated experience.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
PurposeMed competitors and assessment
Company assessmentDirect peers
- Maple: Canadian direct-to-consumer virtual care platform providing physician consultations and prescriptions. Operates a similar DTC telehealth model targeting Canadian consumers, with comparable reliance on brand-led patient acquisition.
- Felix Health: Canadian DTC telehealth company focused on stigmatized or sensitive conditions (PrEP, ED, birth control, mental health) with online consultations and pharmacy delivery. Closest pure-play peer to PurposeMed's brand-led, condition-specific model.
- Hims & Hers Health: US-listed DTC telehealth platform offering prescriptions for sensitive conditions (ED, hair loss, mental health, primary care) with bundled pharmacy fulfillment. Same DTC condition-specific vertical strategy as PurposeMed, scaled to public-market scale.
- Ro: US DTC telehealth company operating vertically-focused brands (Roman, Rory, Zero) across men's health, women's health, and smoking cessation. Closest analogue to PurposeMed's multi-brand playbook in the US market.
- Tia: Virtual-first women's health clinic offering gynecology, mental health, and primary care. Comparable in its care-pathway-rebuild approach to serving underserved patient cohorts with compassionate, judgement-free care.
- KixCare: Canadian pediatric virtual care company offering specialized care for children including mental health, ADHD, and sleep. Directly comparable to Frida's ADHD care pathway, focused on Canadian families.
- Akeso (formerly GenWell): Canadian virtual care provider delivering primary and mental health services virtually, with employer-sponsored channels. Comparable Canadian virtual-first model with focus on access and care navigation.
- PlushCare: US virtual primary care and mental health platform offering online doctor consultations and prescription delivery. Comparable DTC virtual care model with similar integration between clinical visits and pharmacy fulfillment.
Regional players
- Dialogue Health: Canadian virtual healthcare platform primarily serving employers and insurers, with integrated primary care and mental health. Operates in the same Canadian telehealth space but monetizes through B2B contracts rather than DTC.
Broad incumbents
- Teladoc Health: Large publicly traded telehealth platform offering general virtual care, mental health (BetterHelp), and chronic condition management. Competes indirectly with PurposeMed in DTC mental health and primary care categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PurposeMed social profiles
Digital presencePurposeMed compliance and trust
Trust signalCompliance2 records
PurposeMed financial estimates
Financial estimateRevenue estimate
Valuation estimate
PurposeMed leadership team
Management profileNumber of profiles
Profiles8 records
PurposeMed funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PurposeMed M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PurposeMed
What does PurposeMed do?
PurposeMed connects patients with specialized clinicians for virtual healthcare delivered from the comfort of home, operating four specialized brands: Freddie (PrEP/HIV prevention), Frida (adult ADHD diagnosis and treatment), Foria (gender-affirming hormone therapy), and Affirming Care Pharmacy (medication delivery). The company targets underserved communities including LGBTQ2S+ populations, First Nations Canadians, and adults seeking timely ADHD care, providing personalized treatment plans, ongoing care coordination, and pharmacy delivery integrated with Canada's public healthcare system.
Is PurposeMed a public or private company?
PurposeMed is a private company. It is classified as venture growth investor backed and is currently operating.
When was PurposeMed founded?
PurposeMed was founded in 2019. It employs 101 to 250 people.
Where is PurposeMed based?
PurposeMed is headquartered in Calgary, Canada, in the North America region.
How does PurposeMed make money?
Two revenue lines are on record. Virtual Healthcare Services are the primary driver. The others are pharmacy Services.
Who are PurposeMed's main competitors?
Direct peers on record are Maple, Felix Health, Hims & Hers Health, Ro, Tia, KixCare, Akeso (formerly GenWell) and PlushCare. Dialogue Health is listed as a regional player. Teladoc Health is listed as a broad incumbent.
Does PurposeMed have an API?
No public API is recorded for PurposeMed.
What industry is PurposeMed in?
PurposeMed's product category is Virtual Healthcare Services. Its primary akta.pro industry code is HLALAAAD, Prescription-Based Digital Clinics (Condition-Specific Rx Programs), with a secondary code of HLACAKAG, Specialty Pharmacy & Complex Therapy Management Platforms. Its NAICS code is 6211 and its SIC code is 8011.