Morinda
Partner.Co (formerly Morinda) is a privately held direct-sales wellness company founded in 1996 that distributes nutritional supplements, noni-based products, and physician-curated Doctor's Orders items through a global network of independent Brand Partners and a DTC e-commerce storefront.
- Company typePrivate
- Founded1996
- HeadquartersAmerican Fork, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Morinda does
Morinda, now operating under the legal name Partner.Co, is a privately held direct-sales and network marketing company founded in 1996 and headquartered in Draper, Utah. The company distributes a portfolio of wellness and nutritional supplements through two parallel channels: a direct-to-consumer e-commerce storefront at shop.partner.co and a global network of independent Brand Partners who earn commissions, performance bonuses, and incentive travel rewards on personal referrals. Products include the legacy noni-based supplement line, plant-based protein formulations sourced from farm-grown peas, and a physician-curated sub-brand called Doctor's Orders, all positioned around the thesis of combining nature-derived ingredients with clinical scientific research.
The company's underlying technology is centered on nutrition science rather than software or AI. Partner.Co cites clinical studies, a dedicated clinical-studies content stream on its blog, and an 'Our Approach' page that emphasizes hand-picked natural ingredients combined with scientific research. It controls upstream supply through company-owned noni groves, which provides vertical integration on a signature ingredient. There is no disclosed proprietary software platform, AI capability, or third-party integration ecosystem; the digital surface is the e-commerce storefront, the brand-partner enrollment flow, a subscription manager, and a Rippling-hosted careers portal.
Commercially, Partner.Co operates on a hybrid revenue model combining subscription-recurring direct product sales with affiliate-referral commissions paid to its independent distributor force. Customer segments are horizontal, targeting health-conscious individual consumers seeking natural, physician-recommended nutrition products. Pricing is not publicly disclosed. The company serves multiple international markets with language and currency switching and references global offices, indicating an internationally distributed rather than purely domestic operation. Co-founders Kerry Asay, Kim Asay, and Kelly Olsen are listed in the source data, with no current management team beyond founders disclosed.
Morinda firmographics
Firmographics- Name
- Morinda
- Legal name
- Partner.Co
- Website
- https://morinda.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Partner.Co (formerly Morinda) is a privately held direct-sales wellness company founded in 1996 that distributes nutritional supplements, noni-based products, and physician-curated Doctor's Orders items through a global network of independent Brand Partners and a DTC e-commerce storefront.
- Ownership category
- akta.pro rank
Morinda industry classification
Industry- Product category
- Nutritional Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium) (AFAKAJAD)
- akta.pro secondary industries
- Organic Herb, Spice & Medicinal/Aromatic Plant Farming (AFAGAKAE), Functional & Wellness Beverage Shops (Shots, Adaptogens, Vitamin/Collagen Drinks) (THAFAKAJ), Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)
Keywords
Where Morinda is headquartered
LocationHeadquarters
- HQ city
- American Fork
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Morinda business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct product sales: The company generates revenue through direct-to-consumer product sales via their e-commerce platform. Products include wellness supplements, protein, and nutrition essentials.
- Brand Partner commissions: Brand Partners earn commission on product referrals and can earn bonuses based on performance. The company pays out commissions to its independent sales force.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Morinda product offering
Product offeringCore offering
Morinda (operating as Partner.Co) manufactures and sells a branded line of wellness and nutritional supplements built from farm-sourced inputs such as noni fruit and plant-based pea protein, formulated using a science-based approach supported by clinical studies. Its offerings include the broad Partner.Co Wellness Product assortment and the curated "Doctor's Orders" line of physician-picked products, sold primarily through a direct-sales Brand Partner network and the company's own e-commerce storefront.
Product overview
Partner.Co is a wellness company operating on a direct sales/platform model, offering a portfolio of nutritional supplements and health products. The core product line includes wellness essentials sourced from natural ingredients such as noni groves and plant-based protein (peas). The company also features a sub-brand called 'Doctor's Orders,' which offers physician-curated wellness products. Beyond product sales, the platform enables Brand Partners to earn commission through product referrals, with additional incentives including bonuses and travel rewards.
Differentiator
Problem solved
Functional benefit
Products and services
- Partner.Co Wellness Products A branded line of nutritional supplements and health essentials combining farm-sourced natural ingredients (such as company-owned noni fruit and farm-grown pea protein) with clinical scientific research, sold to health-conscious individual consumers through the company's e-commerce storefront and independent Brand Partner network.
- Doctor's Orders A curated sub-brand offering of physician-picked wellness products and health habits, intended for consumers seeking doctor-recommended options within the broader Partner.Co wellness assortment.
Companies that use Morinda
Customer profileSegments1 record
Ideal customer profiles2 records
Morinda technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Morinda partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
Morinda competitors and assessment
Company assessmentDirect peers
- USANA Health Sciences: Utah-based direct-selling nutritional supplement company using an independent-associate network, extremely comparable in geography, model, and product focus.
- Nu Skin Enterprises: Utah-based global direct seller of wellness and personal-care products through a distributor network, closely aligned in model and regional roots.
- Young Living: Utah-based MLM selling wellness products with company-owned farms, paralleling Morinda's vertically integrated, ingredient-sourcing direct-sales approach.
- doTERRA: Utah-based direct-selling wellness company emphasizing natural sourcing and a large distributor community, directly comparable in model and category.
- Melaleuca: Wellness-focused direct marketing company selling supplements and health products via a consumer referral/loyalty network, similar to the Brand Partner model.
- Isagenix: Network-marketing nutrition and weight-management brand selling supplements and protein through independent associates, a close model and product peer.
- Shaklee: Long-established direct-selling natural nutrition and supplement company, comparable in longevity, category, and distributor-led sales.
- Herbalife: Global multi-level marketing company selling nutrition and wellness supplements through independent distributors, mirroring Morinda/Partner.Co's community-led direct-selling model.
- Amway (Nutrilite): One of the largest direct-selling companies globally with a major nutrition/supplement line, competing directly in the same MLM wellness distribution category.
Others
- New Age Inc. (Morinda's former acquirer): Beverage and wellness company historically tied to Morinda's ownership, operating in overlapping functional-wellness and direct-to-consumer channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Morinda social profiles
Digital presenceMorinda financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morinda leadership team
Management profileNumber of profiles
Profiles3 records
Morinda funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morinda 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 Morinda
What does Morinda do?
Morinda (operating as Partner.Co) manufactures and sells a branded line of wellness and nutritional supplements built from farm-sourced inputs such as noni fruit and plant-based pea protein, formulated using a science-based approach supported by clinical studies. Its offerings include the broad Partner.Co Wellness Product assortment and the curated "Doctor's Orders" line of physician-picked products, sold primarily through a direct-sales Brand Partner network and the company's own e-commerce storefront.
Is Morinda a public or private company?
Morinda is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Morinda founded?
Morinda was founded in 1996. It employs 1,001 to 5,000 people.
Where is Morinda based?
Morinda is headquartered in American Fork, United States, in the North America region.
How does Morinda make money?
Two revenue lines are on record. Direct product sales are the primary driver. The others are brand Partner commissions.
Who are Morinda's main competitors?
Direct peers on record are USANA Health Sciences, Nu Skin Enterprises, Young Living, doTERRA, Melaleuca, Isagenix, Shaklee, Herbalife and Amway (Nutrilite). New Age Inc. (Morinda's former acquirer) is listed as an others.
Does Morinda have an API?
No public API is recorded for Morinda.
What industry is Morinda in?
Morinda's product category is Nutritional Supplements. Its primary akta.pro industry code is AFAKAJAD, Foods for Special Dietary Needs Manufacturing (Gluten-Free, Allergen-Free, Low-FODMAP, Low-Sodium), with a secondary code of AFAGAKAE, Organic Herb, Spice & Medicinal/Aromatic Plant Farming. Its NAICS code is 456191 and its SIC code is 2833.