SRx Health (formerly Better Choice Company)

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.

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

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

• Digital asset treasury
• Cryptocurrency management
• AI investment platform
• Specialty pharmacy services
• Quantitative risk management

Headquarters

HQ city

North Palm Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. 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.
2. 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

Core 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

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• EMJ Crypto Technologies (EMJX)coreStrategic or Co-development Partner · 18 June 2026Completed 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.
• OpenAIcoreTechnology or Integration · 19 December 2025EMJX 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 LimitedminorOthers · 12 August 2025Appointed 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

Market position

Weaknesses2 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds8 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&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)