What AlgaeCal Inc. does

AlgaeCal Inc. is a privately held, direct-to-consumer natural supplements company founded in 2002 by Dean Neuls and headquartered in Vancouver, Canada, with US operations. The company imports and distributes plant-based calcium and adjacent nutritional supplements derived from a proprietary organic marine algae (Mesophyllum superpositum) for which it holds exclusive worldwide rights. AlgaeCal markets itself as the only calcium supplement clinically supported to increase bone density, supported by three peer-reviewed human clinical studies conducted with Harvard Medical School, Georgetown University, and University of Texas collaborators and published in the Nutrition Journal, International Journal of Medical Sciences, and Journal of the American College of Nutrition. The product portfolio includes AlgaeCal Plus and AlgaeCal Basic (calcium), Strontium Boost, the Bone Builder Pack bundle, AlgaeCal Collagen (four patented collagen peptides), Magnesium Relax (with Sensoril ashwagandha), D3 Complete, Triple Power Omega 3 Fish Oil, and at-home Vitamin D and Omega-3 blood test kits. AlgaeCal achieved GRAS status in May 2010 and manufactures in GMP-certified, FDA-registered facilities in the USA and Canada.

The company sells exclusively through owned channels — its e-commerce site (algaecal.com) and phone sales — with no third-party retail distribution, plus a separate B2B healthcare professional portal (hcp.algaecal.com) and international shipping to the UK, Australia, Ireland, Hong Kong, Switzerland, Lebanon, Luxembourg, Netherlands, New Zealand, and Singapore. Pricing is structured as recurring subscriptions ranging from $19 to $92 per month, with bundles (Bone Builder Pack, Bone & Sleep Bundle, Bone & Beauty Bundle, Sleep & Beauty Bundle) used to drive average order value. The customer base is a long tail of individual consumers — primarily adults over 40 with age-related bone density concerns and post-menopausal women with osteopenia or osteoporosis — supplemented by a secondary segment of beauty and wellness consumers targeted via the collagen line. Marketing is content-led, anchored by an educational blog (blog.algaecal.com), a Bone Health Quiz lead magnet, a 4K+ verified-review social proof library, a 40,000+ member private community, and a points-based loyalty and referral rewards program, with the "Stronger Bones For Life Guarantee" (introduced 2016) tying refunds to ongoing DEXA scan comparisons as a switching-cost and retention mechanism.

AlgaeCal is founder-led (Dean Neuls, CEO; Kyle Lim, President; Andrew Pangilinan, Chief Strategy Officer) and supported by a scientific advisory board that includes a Harvard-trained physician, a Maryland University of Integrative Health professor of clinical nutrition, and a physical therapist. The company has no disclosed external funding rounds, no parent company, no subsidiaries, and no M&A activity, indicating a bootstrapped operating model. Leadership composition, GRAS/GMP regulatory posture, academic research collaborations, and a multi-SKU subscription portfolio suggest an established, profitable consumer health brand operating in moderate-growth mode rather than a venture-backed hyper-growth company.

Name

AlgaeCal Inc.

Legal name

AlgaeCal Inc.

Website

https://www.algaecal.com/

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

AlgaeCal is a natural health supplements company that imports and distributes USDA certified organic plant calcium sourced from algae.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Seaweed & Algae Aquaculture (incl. microalgae) (AFAEAAAE)

akta.pro secondary industries

Algae & Seaweed Proteins (Microalgae/Spirulina, Macroalgae) (AFAJAHAF), Omega-3 & Marine/Algal Lipids (EPA/DHA Oils, Concentrates) (AFAJALAK), Marine & Aquatic Protein Ingredients (Fish Protein, Shellfish Protein, Fish Collagen) (AFAJAHAD)

Keywords

• Plant-based calcium supplements
• Bone health supplements
• Marine algae calcium
• Collagen dietary supplements
• Direct-to-consumer nutraceuticals

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Supplement Sales: E-commerce and phone-based sales of nutritional supplements including calcium, collagen, magnesium, vitamin D3, omega-3, and bundled products. Revenue is generated through one-time purchases and subscription/recurring orders (Subscribe & Save). Customer lifetime value is supported by loyalty rewards program and strong outcome guarantees.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

AlgaeCal manufactures and direct-sells a portfolio of plant-based dietary supplements focused on bone, joint, skin, and stress/sleep health. The core product, AlgaeCal Plus, is a calcium supplement made from organic marine algae (Mesophyllum superpositum) that delivers 13 bone-supporting minerals plus vitamins C, D3, and K2. The portfolio also includes collagen, magnesium, vitamin D, omega-3 fish oil, and strontium supplements sold individually, in bundles, and alongside at-home blood test kits.

Product overview

AlgaeCal Inc. offers a portfolio of dietary supplements focused on bone health, with its core product being plant-based calcium supplements derived from marine algae (Mesophyllum superpositum). The main offerings include: AlgaeCal Plus (the flagship calcium supplement clinically proven to increase bone density), AlgaeCal Collagen (beauty and joint support), Magnesium Relax (stress/sleep support), D3 Complete (vitamin D with A, E, K), Triple Power Omega 3 Fish Oil (anti-inflammatory support), Strontium Boost (bone building acceleration), and AlgaeCal Basic (calcium without vitamin K2 for blood thinner users). The company also offers bundles (Bone Builder Pack, Bone & Sleep Bundle, Bone & Beauty Bundle, Sleep & Beauty Bundle) and at-home test kits (Vitamin D and Omega 3 blood test kits). The products work together as a comprehensive bone health ecosystem, with AlgaeCal Plus and Strontium Boost forming the core Bone Builder Pack that is guaranteed to increase bone density within 6 months.

Differentiator

Problem solved

Functional benefit

Products and services

• AlgaeCal Plus Flagship plant-based calcium supplement made from organic marine algae (Mesophyllum superpositum), clinically supported to increase bone density and containing 16 bone-supporting nutrients including plant-based calcium, vitamin C, D3, and K2. Sold via monthly subscription starting at $62/month.
• Strontium Boost Strontium citrate supplement providing 680mg of strontium that stimulates bone-building cells and slows bone-resorbing cells; clinically shown to triple bone density increases when combined with AlgaeCal Plus. Sold via monthly subscription starting at $28/month.
• Bone Builder Pack Bundled package combining AlgaeCal Plus and Strontium Boost, containing 16 bone-supporting nutrients and guaranteed to increase bone density in 6 months or money back. Sold via monthly subscription starting at $82/month.
• AlgaeCal Basic Basic plant-based calcium supplement containing 750mg calcium from M. superpositum plus 65mg magnesium and vitamin D3, without vitamin K2, suitable for individuals on blood thinners. Clinically supported to stop bone loss. Sold via monthly subscription starting at $41/month.
• AlgaeCal Collagen Multi-collagen supplement combining four patented collagen peptides (VERISOL, FORTIGEL, UC-II, FORTIBONE) backed by 25 clinical studies, supporting bone density, joint comfort, skin elasticity, wrinkle reduction, and hair/nail health. Sold via monthly subscription starting at $41/month.
• Magnesium Relax Stress and sleep support supplement combining magnesium bisglycinate, magnesium citrate, Sensoril ashwagandha, zinc, vitamin B6, and AlgaeCal Absorb blend; clinically shown to reduce stress by 62% and cortisol by 24.2% within 60 days. Sold via monthly subscription starting at $19/month.
• D3 Complete Comprehensive vitamin supplement providing balanced fat-soluble vitamins A, D3, E, and K (including K1, MK-4, and MK-7 forms) at safe doses to support bone health, immune function, and cardiovascular wellness; 60 softgels per bottle. Sold via monthly subscription starting at $30/month.
• Triple Power Omega 3 Fish Oil Mango-flavored fish oil supplement providing 1200mg EPA/DHA, 100mg 95% curcuminoids, and 3mg astaxanthin per serving to support a healthy inflammatory response, with a triple guarantee covering omega-3 levels, taste, and burp-free experience. Sold via monthly subscription starting at $46/month.
• Bone & Sleep Bundle Bundled package combining the Bone Builder Pack (AlgaeCal Plus and Strontium Boost) with Magnesium Relax to support bone density gains alongside restorative sleep. Sold via monthly subscription starting at $90/month.
• Bone & Beauty Bundle Bundled package combining AlgaeCal Plus with AlgaeCal Collagen to simultaneously support bone density gains and skin, hair, and nail benefits. Sold via monthly subscription starting at $92/month.
• Sleep & Beauty Bundle Bundled package combining Magnesium Relax and AlgaeCal Collagen to support stress reduction, improved sleep quality, and healthier skin, joints, and hair. Sold via monthly subscription starting at $54/month.
• Vitamin D Blood Test Kit At-home finger-prick blood spot test kit for measuring vitamin D levels, including sample collection card, lancet, and return envelope. Sold via unit pricing starting at $40.
• Omega 3 Blood Test Kit At-home blood spot test kit for measuring omega-3 blood levels, allowing customers to track their omega-3 index and tailor supplementation. Sold via unit pricing starting at $40.

Quantifiable outcome

• Average bone density increase of 2.18% after 6 months with AlgaeCal Plus and Strontium Boost (216 participants)
• +9 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Harvard Medical SchoolcoreStrategic or Co-development PartnerResearchers from Harvard Medical School collaborated on landmark study comparing AlgaeCal calcium with traditional calcium supplements on human bone-building cells (osteoblasts). Study published in Molecular and Cellular Biochemistry.
• University of ConnecticutcoreStrategic or Co-development PartnerCollaborated with Harvard Medical School researchers on osteoblast cell studies showing AlgaeCal outperforms traditional calcium supplements by 200-400% in bone cell activity metrics.
• Georgetown UniversitycoreStrategic or Co-development PartnerResearchers from Georgetown University participated in clinical studies on AlgaeCal formulations demonstrating bone density increases in adults.
• University of TexascoreStrategic or Co-development PartnerUniversity of Texas researchers participated in clinical studies on AlgaeCal's effects on post-menopausal women's bone density over one year.
• Tufts Medical CenterminorStrategic or Co-development PartnerFORTIGEL collagen study conducted at Tufts Medical Center showed measurable improvements in cartilage composition in load-bearing areas of the knee using specialized MRI technique.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AG1 (Athletic Greens): Premium DTC nutritional supplements brand with subscription model and outcome-driven marketing. Directly comparable to AlgaeCal in go-to-market approach, premium positioning, and direct-to-consumer channel strategy.
• Ritual: DTC vitamins and supplements company built on clinical transparency, ingredient traceability, and subscription commerce. Closely mirrors AlgaeCal's content-driven, clinically-validated DTC supplement playbook.
• Thorne: Premium nutritional supplement brand with practitioner channel and direct-to-consumer presence. Comparable to AlgaeCal in clinically-tested formulations and the 'professional/credentialed' positioning in the supplement category.
• Care/of: Personalized DTC vitamins and supplements sold via subscription. Comparable in DTC funnel mechanics, quiz-driven qualification, and subscription commerce approach to supplements.
• Citracal: Bayer's calcium citrate supplement brand directly competing for the same post-menopausal and bone-health customer base. Closest direct calcium-supplement competitor with established retail presence.
• New Chapter: Whole-food and fermented supplement brand with bone-health product line (OsteoCal). Comparable as a premium, plant-derived bone-health supplement competitor.

Broad incumbents

• Garden of Life: Established organic and plant-based supplement brand owned by Nestlé Health Science. Comparable as a broad-line plant-based supplement incumbent with overlapping bone-health and wellness SKUs.
• Nature's Way: Long-established dietary supplement brand with broad retail distribution. Comparable as a mass-market incumbent offering overlapping calcium and bone-health SKUs in the same category.
• Pure Encapsulations: Practitioner-grade hypoallergenic supplement brand sold through healthcare professionals. Comparable as a clinical/credentialed supplement brand overlapping in bone-health and wellness SKUs.
• Life Extension: Long-running DTC supplement brand focused on longevity and clinical nutrition. Comparable in DTC subscription model and bone-health/longevity customer overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/algaecal
• Facebookfacebook.com/algaecal
• LinkedInlinkedin.com/company/algaecal

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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 AlgaeCal Inc.