SRx Health (formerly Better Choice Company)
SRx Health, now operating as SRX Global Inc. (NYSE: SRXH), runs the EMJX AI-driven digital asset treasury platform after acquiring EMJ Crypto Technologies in June 2026, targeting institutional clients and deploying corporate capital into cryptocurrency and operating-company investments.
- Company typePublic
- Founded2025
- HeadquartersNorth Palm Beach, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What SRx Health (formerly Better Choice Company) does
SRx Health Solutions Inc. (NYSE American: SRXH), now operating as SRX Global Inc. following its June 2026 acquisition of EMJ Crypto Technologies, is an AI-driven digital asset treasury and capital allocation company headquartered in North Palm Beach, Florida. The company's core product is the EMJX Digital Asset Treasury Operating System, a Gen2 platform that uses quantitative models, systematic risk controls, and OpenAI large language model integration to manage multi-asset digital holdings including Bitcoin and Ethereum, synthesize market and macroeconomic research, and signal market instability via the EventHorizonIQ append-only ledger of AI agent states. The combined entity, led by EMJX founder Eric Jackson as CEO and chairman, targets institutional investors seeking disciplined, AI-powered treasury management, while internally deploying over $18 million of corporate capital into cryptocurrency and a diversified portfolio of operating-company investments including Astro Capital (SpaceX/AI exposure), Opendoor, Uber, Compass, Smartkem, and Optimi Health.
Historically, the entity was Better Choice Company, a U.S. pet wellness business that rebranded after acquiring Canadian specialty pharmacy operator SRx Health for approximately $125 million in 2024. The Canadian subsidiary entered CCAA bankruptcy protection in August 2025, the legacy pet wellness business was wound down, and the company raised over $22.5 million in 2025 via convertible notes and preferred stock private placements to fund the strategic pivot. Following the EMJX merger, revenue is generated primarily through digital asset treasury returns on the company's own balance sheet rather than disclosed third-party AUM fees, with Q1 FY2026 net sales of $2.8 million and an $8.6 million net loss reflecting the transitional, unprofitable operating profile.
SRx Health (formerly Better Choice Company) firmographics
Firmographics- Name
- SRx Health (formerly Better Choice Company)
- Legal name
- SRx Health Solutions Inc.
- Website
- https://betterchoicecompany.com
- Company type
- Public
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- SRx Health, now operating as SRX Global Inc. (NYSE: SRXH), runs the EMJX AI-driven digital asset treasury platform after acquiring EMJ Crypto Technologies in June 2026, targeting institutional clients and deploying corporate capital into cryptocurrency and operating-company investments.
- Ownership category
- akta.pro rank
SRx Health (formerly Better Choice Company) industry classification
Industry- Product category
- Digital Asset Treasury Management
- NAICS
- Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Finance Services (6199), Investment Advice (6282)
- akta.pro primary industry
- Treasury Management & Corporate Crypto Yield Programs (FSADAHAL)
Keywords
Where SRx Health (formerly Better Choice Company) is headquartered
LocationHeadquarters
- HQ city
- North Palm Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SRx Health (formerly Better Choice Company) business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Digital Asset Treasury Management: Following the merger with EMJ Crypto Technologies, the company generates revenue through digital asset treasury management services, deploying capital into cryptocurrency (Bitcoin, Ethereum) and other digital assets using AI-driven quantitative models and systematic risk controls.
- Pet Wellness Products (Former): Prior to the strategic pivot, the company sold Halo pet wellness brand products generating net sales of approximately $6.5 million annually. Products were sold through Amazon, Chewy, and select retail partners. Canadian specialty pharmacy operations were also part of the revenue base before restructuring.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels2 records
SRx Health (formerly Better Choice Company) product offering
Product offeringCore offering
Following the June 2026 acquisition of EMJ Crypto Technologies, SRX Global Inc. operates an AI-driven capital allocation platform that deploys capital into cryptocurrency (Bitcoin, Ethereum) and other digital assets as well as operating company equities using quantitative models and systematic risk controls. The platform includes the EMJX Digital Asset Treasury Operating System, Gen2 with OpenAI LLM integration, and EventHorizonIQ for AI agent-based market instability detection, targeting institutional investors seeking institutional-grade multi-asset digital treasury management.
Product overview
SRx Health Solutions (now SRX Global Inc.) operates as an AI-driven capital allocation and digital asset treasury management company. Following the acquisition of EMJ Crypto Technologies (EMJX) and subsequent rebrand in June 2026, the combined entity operates the EMJX Digital Asset Treasury Operating System, which includes the Gen2 platform with OpenAI LLM integration for research and risk decision support, and EventHorizonIQ for AI agent-based market instability detection. The platform targets institutional-grade management of multi-asset digital treasury holdings using quantitative models and systematic risk controls.
Differentiator
Problem solved
Functional benefit
Products and services
- EMJX Digital Asset Treasury Operating System A next-generation digital asset treasury platform offering multi-asset digital holdings management, quantitative decision-making, and systematic risk management. The platform uses AI and quantitative models for disciplined, institutional-grade treasury management targeting institutional investors and digital asset managers.
- EMJX Gen2 with OpenAI LLM The second-generation digital asset treasury system enhanced with OpenAI's large language models for improved research synthesis, risk-management decision support, and portfolio construction. LLMs synthesize market data, macroeconomic inputs, and protocol-level information as a decision-support layer alongside quantitative risk controls.
- EventHorizonIQ A read-only, append-only ledger designed to record early signs of financial market instability generated by artificial intelligence agents. The platform publishes system-level signals reflecting underlying market conditions expressed as discrete AI agent states, with historical entries permanently preserved and never edited.
Quantifiable outcome
- 5.69% return on digital asset treasury strategy in March 2026 compared to 4.98% decline in S&P 500 index
- +1 more outcomes
Companies that use SRx Health (formerly Better Choice Company)
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles1 record
SRx Health (formerly Better Choice Company) technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability7 records
Feature3 records
SRx Health (formerly Better Choice Company) partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- EMJ Crypto Technologies (EMJX)coreCompleted acquisition of EMJ Crypto Technologies in June 2026, rebranding the combined entity as SRX Global Inc. EMJX provides a digital-asset treasury platform using AI and risk controls. EMJX founder Eric Jackson became CEO and chairman of the combined company. The acquisition establishes a next-generation digital asset treasury operating system targeting institutional investors.
- OpenAIcoreEMJX is integrating OpenAI's large language models into its Gen2 digital-asset treasury operating system to improve research synthesis, risk-management decision support, and portfolio construction by synthesizing market data, macroeconomic inputs, and protocol-level information.
- Grant Thornton LimitedminorAppointed as monitor by the Ontario Superior Court of Justice in connection with CCAA bankruptcy protection proceedings for SRx Health Solutions (Canada), Inc. subsidiary.
Scale indicators8 records
Recent moves8 records
Expansion highlights5 records
SRx Health (formerly Better Choice Company) competitors and assessment
Company assessmentMarket position
Weaknesses2 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
SRx Health (formerly Better Choice Company) financial estimates
Financial estimateRevenue estimate
Valuation estimate
SRx Health (formerly Better Choice Company) leadership team
Management profileNumber of profiles
Profiles8 records
SRx Health (formerly Better Choice Company) subsidiaries and ownership
Company hierarchySubsidiaries2 records
SRx Health (formerly Better Choice Company) funding detail
Funding detailFunding overview
Funding rounds8 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SRx Health (formerly Better Choice Company) M&A and investment
M&A and investmentM&A6 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SRx Health (formerly Better Choice Company)
What does SRx Health (formerly Better Choice Company) do?
Following the June 2026 acquisition of EMJ Crypto Technologies, SRX Global Inc. operates an AI-driven capital allocation platform that deploys capital into cryptocurrency (Bitcoin, Ethereum) and other digital assets as well as operating company equities using quantitative models and systematic risk controls. The platform includes the EMJX Digital Asset Treasury Operating System, Gen2 with OpenAI LLM integration, and EventHorizonIQ for AI agent-based market instability detection, targeting institutional investors seeking institutional-grade multi-asset digital treasury management.
Is SRx Health (formerly Better Choice Company) a public or private company?
SRx Health (formerly Better Choice Company) is a public company. It is classified as public and is currently operating.
When was SRx Health (formerly Better Choice Company) founded?
SRx Health (formerly Better Choice Company) was founded in 2025. It employs 251 to 500 people.
Where is SRx Health (formerly Better Choice Company) based?
SRx Health (formerly Better Choice Company) is headquartered in North Palm Beach, United States, in the North America region.
How does SRx Health (formerly Better Choice Company) make money?
Two revenue lines are on record. Digital Asset Treasury Management is the primary driver. The others are pet Wellness Products (Former).
Does SRx Health (formerly Better Choice Company) have an API?
No public API is recorded for SRx Health (formerly Better Choice Company).
What industry is SRx Health (formerly Better Choice Company) in?
SRx Health (formerly Better Choice Company)'s product category is Digital Asset Treasury Management. Its primary akta.pro industry code is FSADAHAL, Treasury Management & Corporate Crypto Yield Programs. Its NAICS code is 523 and its SIC code is 6199.