Natural Partners
Natural Partners was a B2B wholesale distributor of practitioner-grade dietary supplements, founded in 1995 to serve integrative and functional medicine practitioners across the US. It merged with Canada's Fullscript platform in 2018 and fully migrated to the Fullscript brand by August 2023.
- Company typePrivate
- Founded1995
- HeadquartersScottsdale, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Natural Partners does
Natural Partners was a B2B wholesale distributor of practitioner-grade dietary supplements, founded in 1995 by Tye Smith in Scottsdale, Arizona, together with his wife Dianna Smith and several former PetSmart colleagues. The company sourced and distributed hundreds of practitioner-trusted supplement brands to healthcare providers across all US states, enabling integrative and functional medicine practitioners—including doctors and naturopaths—to dispense professional-grade products to patients either in-office or through virtual supplement stores. Natural Partners operated as a wholesale supplier, earning transaction-based revenue as practitioners purchased supplements at wholesale prices for in-office dispensing or direct-to-patient delivery. The company grew from a regional supplier serving two doctors to a national player carrying hundreds of brands over more than two decades.
Following a 2018 merger with Canada's Fullscript, Natural Partners' supply chain and merchandising expertise were combined with Fullscript's virtual dispensing technology on a unified platform under Fullscript's CEO Kyle Braatz. By 2020, both wholesale ordering and virtual dispensing were consolidated under the Fullscript brand, and in August 2023 Natural Partners fully migrated its operations to the Fullscript platform, effectively sunsetting the Natural Partners and NP Script brands. The combined Fullscript entity now serves 100,000+ healthcare providers through a browser-based platform that combines wholesale ordering, virtual dispensing, automated adherence tools, shareable protocols, marketed patient promotions, and lab testing services following the acquisition of Rupa Health. The Fullscript platform reached $1 billion USD in trailing-12-month revenue at a $2.5 billion USD valuation, supported by a $300 million USD secondary share sale backed by HGGC, Snapdragon Capital Partners, and Leonard Green & Partners.
Natural Partners firmographics
Firmographics- Name
- Natural Partners
- Legal name
- Natural Partners
- Website
- https://naturalpartners.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Short description
- Natural Partners was a B2B wholesale distributor of practitioner-grade dietary supplements, founded in 1995 to serve integrative and functional medicine practitioners across the US. It merged with Canada's Fullscript platform in 2018 and fully migrated to the Fullscript brand by August 2023.
- Ownership category
- akta.pro rank
Natural Partners industry classification
Industry- Product category
- Professional Supplement Distribution
- NAICS
- Drugs and Druggists' Sundries Merchant Wholesalers (424210), Food (Health) Supplement Retailers (456191)
- SIC
- Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)
- akta.pro primary industry
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)
- akta.pro secondary industries
- Health, Wellness & Pharmacy Online Retailers (CRAFADAG), Multivitamins & Daily Packs (CRADAGAC)
Keywords
Where Natural Partners is headquartered
LocationHeadquarters
- HQ city
- Scottsdale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Natural Partners business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Wholesale Supplement Sales: Practitioners purchase supplements at wholesale prices through the Fullscript platform, either for in-office dispensing to patients or for direct-to-patient shipments via virtual dispensing.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Natural Partners product offering
Product offeringCore offering
Natural Partners supplied practitioner-grade dietary supplements at wholesale to licensed healthcare professionals for in-office dispensing to patients, and later offered NP Script, a virtual supplement store that let practitioners extend that dispensing online to patients' homes. Following the 2018 merger with Fullscript, the combined entity consolidated both wholesale ordering and virtual dispensing onto the Fullscript platform, with the Natural Partners brand and NP Script sunsetted by August 2023.
Product overview
Natural Partners operated as a practitioner-grade supplement sourcing company from 1995 until its migration to Fullscript. The portfolio consists of Natural Partners (the legacy brand), NP Script (a virtual supplement store that was discontinued), and Fullscript as the unified platform. Following the 2018 merger and 2020 platform melding, Fullscript serves as the core platform offering both virtual dispensing and wholesale ordering in one solution, with Natural Partners and NP Script functionality consolidated into the Fullscript brand.
Differentiator
Problem solved
Functional benefit
Brands
- NP Script: A virtual supplement store from Natural Partners that lets providers offer patients access to high-quality, professional-grade products. This product was sunsetted along with Natural Partners as operations moved to Fullscript.
Products and services
- Natural Partners Wholesale Supplement Distribution Wholesale distribution of practitioner-grade dietary supplements to licensed healthcare practitioners for in-office dispensing to patients, with hundreds of practitioner-trusted brands and nationwide US coverage. Sunsetted as a standalone offering in August 2023 and consolidated onto the Fullscript platform.
- NP Script (Virtual Supplement Store) Virtual supplement store from Natural Partners allowing providers to offer patients online access to high-quality, professional-grade supplement products. Sunsetted in August 2023 when Natural Partners operations moved to Fullscript; equivalent virtual dispensing capability is available on the Fullscript platform.
- Fullscript Platform (Combined Wholesale + Virtual Dispensing) Unified online platform combining wholesale supplement ordering, virtual dispensary for direct-to-patient shipments, automated adherence tools, marketed patient promotions, and shareable protocols, enabling practitioners to manage and track in-office, online, and hybrid dispensing from a single browser tab. Serves 100,000+ healthcare providers.
Quantifiable outcome
- Practitioners can manage both in-office and online supplement dispensing from a single platform, reducing administrative complexity
Companies that use Natural Partners
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Natural Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Natural Partners partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- FullscriptcoreNatural Partners and Fullscript merged in 2018, combining Natural Partners' tenured supply chain and merchandising expertise with Fullscript's virtual dispensing technology. The merger created a new leader in integrative health, offering a complete management solution for integrative practitioners on a unified platform.
- Rupa HealthcoreFullscript acquired Rupa Health in October, integrating lab testing offerings as a new business segment developed in-house and expanded through the acquisition, treating each segment like a startup within the company.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Natural Partners competitors and assessment
Company assessmentDirect peers
- Standard Process: Standard Process is a whole-food nutrient supplement company selling primarily through healthcare practitioners. Operates in the same practitioner supplement category with comparable customer base of integrative and functional medicine providers.
- Metagenics: Metagenics is a practitioner-exclusive supplement brand serving integrative and functional medicine practitioners. Comparable to Fullscript/Natural Partners in targeting the same healthcare provider segment with practitioner-grade products.
- Pure Encapsulations: Pure Encapsulations is a leading practitioner-grade supplement brand sold primarily through healthcare professionals. Comparable to brands distributed via the Natural Partners/Fullscript platform and a potential competitor as brands push direct-to-practitioner channels.
- Wellevate (Emerson Ecologics): Wellevate is Emerson Ecologics' virtual supplement dispensary platform serving integrative and functional medicine practitioners. Direct competitor to Fullscript/Natural Partners in practitioner-grade supplement dispensing with a similar wholesale-plus-virtual model.
- Integrative Therapeutics: Integrative Therapeutics is a practitioner-grade supplement brand sold exclusively through licensed healthcare professionals. Directly comparable in product positioning and customer segment to brands on the Fullscript/Natural Partners platform.
- Emerson Ecologics: Emerson Ecologics is a wholesale distributor of professional-grade supplements and parent of the Wellevate virtual dispensary. Directly comparable as a wholesale supplement distributor serving integrative medicine practitioners.
- Designs for Health: Designs for Health is a practitioner-grade supplement brand distributed through healthcare practitioners. Comparable as a brand partner and competitor in the practitioner supplement channel where Natural Partners/Fullscript operates.
Broad incumbents
- iHerb: iHerb is a large online retailer of vitamins and supplements selling directly to consumers globally. Comparable as a health and wellness online retailer but operates at a different point in the value chain (DTC consumer vs. practitioner-dispensed).
- Thorne HealthTech: Thorne HealthTech is a publicly-traded supplement company with strong practitioner channels and growing DTC. Comparable as a practitioner-grade brand and a broader wellness player with more capital and brand reach than most peers.
Emerging players
- Rupa Health: Rupa Health is a lab testing marketplace for integrative and functional medicine practitioners. Now owned by Fullscript, but historically an adjacent emerging player whose lab ordering interface complemented or competed with practitioner dispensing platforms.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Natural Partners social profiles
Digital presenceNatural Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natural Partners leadership team
Management profileNumber of profiles
Profiles6 records
Natural Partners funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natural Partners 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 Natural Partners
What does Natural Partners do?
Natural Partners supplied practitioner-grade dietary supplements at wholesale to licensed healthcare professionals for in-office dispensing to patients, and later offered NP Script, a virtual supplement store that let practitioners extend that dispensing online to patients' homes. Following the 2018 merger with Fullscript, the combined entity consolidated both wholesale ordering and virtual dispensing onto the Fullscript platform, with the Natural Partners brand and NP Script sunsetted by August 2023.
Is Natural Partners a public or private company?
Natural Partners is a private company. It is classified as venture growth investor backed and is currently closed.
When was Natural Partners founded?
Natural Partners was founded in 1995. It employs 11 to 50 people.
Where is Natural Partners based?
Natural Partners is headquartered in Scottsdale, United States, in the North America region.
How does Natural Partners make money?
One revenue line is on record: wholesale Supplement Sales.
Who are Natural Partners's main competitors?
Direct peers on record are Standard Process, Metagenics, Pure Encapsulations, Wellevate (Emerson Ecologics), Integrative Therapeutics, Emerson Ecologics and Designs for Health. Broad incumbents are iHerb and Thorne HealthTech. Rupa Health is listed as an emerging player.
Does Natural Partners have an API?
No public API is recorded for Natural Partners.
What industry is Natural Partners in?
Natural Partners's product category is Professional Supplement Distribution. Its primary akta.pro industry code is CRADAGAE, Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity), with a secondary code of CRAFADAG, Health, Wellness & Pharmacy Online Retailers. Its NAICS code is 424210 and its SIC code is 5122.