What BINTO does

BINTO (legal entity Binto LLC) is a Philadelphia-based, direct-to-consumer personalized women's health supplement brand founded in 2016 by two licensed clinicians — an IVF nurse (Suzie Welsh Devine, RN, MSN) and a women's health PA-C (Andi Schmerin, PA-C). The company sells 30+ clinician-formulated supplements and kits organized around five reproductive life phases: Balance (period/hormones), Glow (fertility/conception), Bloom (pregnancy), Restore (postpartum), and Renew (peri/menopause), and serves individual women in the United States seeking clinically validated nutritional support across the reproductive life cycle.

The core product is the Personalized Supplement Packet system, in which customers complete a two-minute health quiz developed by licensed providers and are matched to dose-specific supplement protocols delivered as pre-sorted daily packets via monthly subscription. The portfolio spans standalone ingredients (CoQ10 200mg, NAC 600mg, inositol at a clinically validated 40:1 myo-to-D-chiro ratio, a 13-strain pregnancy synbiotic), bundled kits (Fertility, Prenatal, Menopause, and a Mates Kit for male fertility), and adjunct items (belly oil, nursing balm, electrolyte drink mix). A clinical advisory team that includes board-certified REIs from Cedars-Sinai and Society Hill Reproductive Medicine, an OB/GYN on ACOG's telehealth task force, and a Penn Medicine family physician provides formulation oversight. All products are manufactured in an FDA-registered, cGMP-certified U.S. facility with raw material, in-batch, and third-party testing.

BINTO generates revenue almost entirely through its owned e-commerce storefront (mybinto.com) via one-time purchases and monthly subscriptions priced roughly $25–$70 per kit, with HSA/FSA eligibility across the catalog. A small telehealth consultation stream — 15-minute kit reviews at $20 and 30-minute fertility, women's health, and miscarriage-support consults at $50, conducted on a HIPAA-compliant platform — layers a higher-margin services line on top of the subscription book. Marketing is content-led (the Binto Blog, organic Instagram and TikTok, email capture with a 20% first-order discount) and earned-media-driven (Vogue, Byrdie, Glossy, FOX, ABC). Distribution is US-only and direct-only, with no retail, marketplace, or wholesale channels. The business is founder-owned with no disclosed institutional investment beyond an early $150,000 non-dilutive grant from Ben Franklin Technology Partners of Southeastern Pennsylvania in 2016.

Name

BINTO

Legal name

Binto LLC

Website

https://mybinto.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

BINTO is a Philadelphia-based, clinician-founded DTC brand selling personalized women's health supplements and pre-sorted daily packets across five reproductive life stages, plus a small telehealth consultation stream. It serves individual US women through its own e-commerce storefront.

Ownership category

akta.pro rank

Product category

Personalized Women's Health Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)

akta.pro secondary industries

Menstrual Pain Relief & Period Care Supplements (CRABAIAJ), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Contraception & Family Planning Telehealth (birth control, counseling, follow-up) (HLALAHAB)

Keywords

• Women's health supplements
• Personalized prenatal vitamins
• Fertility supplement kits
• PCOS and cycle support
• Telehealth wellness consultations

Headquarters

HQ city

Philadelphia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Product Sales: Direct-to-consumer e-commerce sales of supplements and kits. Products sold as one-time purchases or monthly subscriptions with free shipping on orders over $35 and cancel-anytime flexibility.
2. Telehealth Consultations: Virtual appointments with licensed providers at $20-50 per session. Kit Review at $20 (15 min), Fertility/Women's Health/Miscarriage Support consults at $50 each (30 min).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

BINTO sells direct-to-consumer personalized women's health supplements organized across five life stages (Period/Hormones, Fertility, Pregnancy, Postpartum, Menopause). Customers complete a clinician-built health quiz to be matched to dose-specific supplement protocols delivered as pre-sorted daily packets, with individual supplements, kits, and bundles also available for purchase. The company also offers paid telehealth consultations with licensed RNs and PA-Cs for personalized care planning and fertility, women's health, miscarriage support, and kit-review visits.

Product overview

BINTO is a personalized women's health supplement brand founded by licensed healthcare providers (RN and PA-C) in 2016, offering clinician-formulated supplements across five life phases: Balance (Period & Hormones), Glow (Fertility & Conception), Bloom (Pregnancy), Restore (Postpartum), and Renew (Peri/Menopause). The core product is the Personalized Supplement Packets system, which uses a health quiz to match users to dose-specific supplements. Key bundled offerings include the Fertility Kit (CoQ10, NAC, Omega-3, prenatal with dual folate forms), Prenatal Kit (multivitamin, algae DHA, 13-strain synbiotic), Menopause Kit, and Mates Kit for male fertility. Individual supplements include inositol, probiotics, vitamins, minerals, and specialty ingredients. The company also provides telehealth consultation services with licensed providers for personalized guidance. Products are manufactured in FDA-registered, cGMP-certified U.S. facilities with third-party testing.

Differentiator

Problem solved

Functional benefit

Brands

• Balance: Period & Hormones product line featuring inositol supplements for cycle regularity, PCOS support, and hormonal balance.
• Glow
• Bloom
• Restore
• Renew

Products and services

• Personalized Supplement Packets Customized daily supplement packets created through a clinician-built health quiz, matched to individual health needs, life stage (Period, Fertility, Pregnancy, Postpartum, Menopause), and symptoms by licensed providers, and delivered monthly via subscription.
• Balance Inositol Inositol supplement (2,000mg myo-inositol + 50mg D-chiro inositol) delivering the clinically validated 40:1 myo-to-D-chiro ratio for PCOS support, cycle regularity, and blood sugar balance; sold by the bottle (60 servings).
• Fertility Kit Doctor-recommended fertility supplement kit containing CoQ10 (200mg), NAC (600mg), Omega-3 DHA (1,000mg), and a prenatal multivitamin with both methylfolate and folic acid in a single daily packet; supplied as 30 daily packets per kit.
• Prenatal Kit Complete prenatal vitamin system combining a multivitamin, algae DHA, and a 13-strain pregnancy probiotic (25 billion CFU) in one daily packet for preconception through pregnancy support; supplied as 30 daily packets per kit.
• Vaginal Probiotic Compounded OTC vaginal suppository with L. crispatus and L. rhamnosus strains, formulated to meet fertility treatment standards of care for vaginal microbiome support and pH balance; sold in packs of 7 capsules.
• Mates Kit Male fertility support kit providing targeted nutritional support for sperm health and male reproductive wellness; supplied as 30 daily packets per kit.
• Hydrate Electrolyte Drink Mix Electrolyte drink mix with magnesium, potassium, sodium, and L-glutamine, formulated for pregnancy and overall hydration support.
• Glow Down Sleep Support Calming sleep support supplement with magnesium designed to help the mind and body relax and support restful sleep.
• Milkmaid Lactation Support Gummies Fenugreek-free lactation supplement gummies containing Milk Thistle, Blessed Thistle, and fennel, designed to support postpartum milk supply.
• Menopause Kit Supplement kit designed for perimenopause and menopause support, addressing bone density, muscle mass, sleep, mood, and cardiovascular health.
• Belly Oil Topical skincare oil designed for use during pregnancy to support skin elasticity and hydration.
• Nursing Balm Nipple care balm for breastfeeding mothers providing soothing relief during nursing.
• BINTO Conception Bundle Fertility-focused bundle combining multiple supplements for comprehensive conception support.
• Pregnancy Bundle Bundle of pregnancy support supplements providing comprehensive prenatal nutrition.
• Glow Getter Kit Wellness kit combining women's multivitamin and probiotic for general health support.
• Reset Probiotic (Pre and Probiotic) First synbiotic formulated for fertility and pregnancy, with 13 probiotic strains targeting gut, uterine, and vaginal health.
• Bloom Prenatal & Postnatal Vitamin Prenatal and postnatal vitamin supplement supporting maternal health throughout pregnancy and postpartum recovery.
• BINTO Kit Review Telehealth 15-minute telehealth consultation for reviewing a customer's current supplement protocols with licensed providers, priced at $20 per session as a pay-as-you-go offering.
• Fertility Telehealth Consult 30-minute virtual appointment with a licensed RN or PA-C for comprehensive fertility guidance and personalized care planning, priced at $50 per session as a pay-as-you-go offering.
• Women's Health Telehealth Consult 30-minute virtual appointment with licensed providers for general women's health support and personalized care plans, priced at $50 per session as a pay-as-you-go offering.
• Miscarriage Support Telehealth Compassionate 30-minute virtual care consultation for women after pregnancy loss, providing clinical guidance and emotional support, priced at $50 per session as a pay-as-you-go offering.

Named customers3 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Care/of: Personalized daily vitamin pack subscription, now owned by Bayer. Closest direct analog on quiz-driven personalization, DTC subscription model, and consumer-friendly health positioning.
• HUM Nutrition: DTC women's nutrition brand with condition-targeted supplements (hormonal, skin, energy). Comparable on women's-focused DTC supplement positioning and target demo overlap.
• Needed: Prenatal and women's nutrition brand with practitioner-formulated products. Comparable on pregnancy/fertility focus, clinical formulation, and premium DTC positioning.
• Perelel: OB/GYN-founded women's health supplement brand with strong fertility and prenatal offering. Direct peer on clinician-founded positioning, life-stage product architecture, and OB/GYN-led clinical advisory.
• Mama Bird (Best Nest Wellness): Prenatal and women's supplement brand positioned around clinical formulation. Comparable on pregnancy/fertility-focused SKU set and clinical claims.
• Ritual: DTC clinically-positioned multivitamin and women's supplement brand (including prenatal and perimenopause lines). Directly comparable on audience, channel (DTC/subscription), and clinical-claims positioning.
• Persona Nutrition: Personalized vitamin subscription based on health assessment quiz. Closely comparable quiz-based onboarding and personalized pack model.

Broad incumbents

• Hims & Hers (Hers): Large-scale women's health and wellness platform with supplements, telehealth, and prescription products. Comparable on women's health category and telehealth-plus-supplement bundling, but at vastly greater scale.
• Modern Fertility (Ro): Women's fertility and reproductive health brand (acquired by Ro) offering at-home testing plus adjacent supplements and telehealth. Comparable on fertility-focused women's health consumer journey.

Emerging players

• Wisp: Telehealth-first women's health brand offering consultations and OTC products for fertility, sexual, and reproductive health. Comparable on women's telehealth and supplement adjacency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/mybinto
• TikToktiktok.com/@mybinto
• Facebookfacebook.com/binto-269800580034456

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BINTO