Truehope

What Truehope does

Truehope (legal entity: Truehope Nutritional Support Ltd.) is a privately held Canadian nutritional supplement company founded in 1996 by Anthony Stephan, organized under parent holding company The Synergy Group of Canada Inc. The company develops and sells broad-spectrum micronutrient formulas marketed for mental wellness support, positioning its products as nutritional alternatives or adjuncts to pharmaceutical treatment for anxiety, depression, bipolar disorder, ADHD, stress, sleep, mood stability, fitness, and immunity. With 11-50 employees operating from Raymond, Alberta, the company claims 250,000+ customers served globally and 2,000+ healthcare providers recommending its products.

The flagship product is EMPowerplus, a 36-ingredient broad-spectrum formula combining vitamins, minerals, amino acids, and antioxidants, sold in two technology tiers: EMPowerplus Advanced (capsule and powder, backed by 37+ independent peer-reviewed studies conducted at the University of Calgary, Ohio State University, BYU, and the University of Canterbury) and EMPowerplus Ultimate, which uses proprietary AMC (Advanced Micronutrient Chelated) Technology for rapid oral-mucosa absorption and is available in capsules and quick-dissolve stick formats. Core processing technologies include micronization (particle-size reduction) and chelation (organic mineral binding) to improve bioavailability. The portfolio also includes ten supplementary products (AminoPower Advanced, Inositol, Ultimate GABA, Choline L-Bitartrate, GreenBAC, Olive Leaf Extract, BMD Advanced, Nascent Iodine Advanced, Ultimate Heart Health) and seven condition-specific bundles that combine multi-SKU regimens with free 1-on-1 coaching from internally trained micronutrient protocol experts.

Truehope operates a direct-to-consumer e-commerce model through store.truehope.com, supplemented by phone ordering (US: 1-888-878-3467; international: 1-403-388-1400) and an online community at my.truehope.com. Pricing is unit-based with no publicly disclosed subscription tier; every purchase includes 1-on-1 coaching, a 90-day money-back guarantee, and free shipping on orders over $99. Customer acquisition relies on content marketing (blog), email via Mailchimp, organic social (Facebook, YouTube, Instagram, LinkedIn), video testimonials, and a wellness quiz funnel (quiz.truehope.com). The company is founder-led and family-controlled, with no disclosed institutional funding and a 2006 landmark Canadian court victory establishing its legal footing for nutritional mental-health support.

Name

Truehope

Legal name

Truehope Nutritional Support Ltd.

Website

https://truehope.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Truehope is a privately held Canadian DTC nutritional supplement company selling a 36-ingredient micronutrient formula (EMPowerplus) and condition-specific bundles marketed for mental wellness support, serving over 250,000 customers globally with bundled coaching services.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Healthy Aging & Cognitive Support Supplements (CRADAGAM)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Vitamins (A, B-Complex, C, D, E, K; Premixes) (AFAJAKAA)

Keywords

• Nutritional supplements
• Mental health support
• Micronutrient formulas
• Dietary supplements
• Natural health products

Headquarters

HQ city

Raymond

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales of micronutrient supplement products through their online store. Customers purchase individual products or bundled programs tailored to specific conditions (anxiety, depression, sleep, stress, mood stability, fitness, immunity). Revenue is generated through product transactions with no subscription model explicitly mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Truehope develops, manufactures, and sells broad-spectrum micronutrient supplement formulas designed to support mental health and overall wellness. Its flagship product, EMPowerplus, is a 36-ingredient blend of vitamins, minerals, amino acids, and antioxidants sold directly to consumers through an e-commerce store and phone orders, accompanied by free 1-on-1 coaching. The company also markets condition-specific bundles targeting anxiety, depression, sleep, stress, mood stability, fitness, and immunity.

Product overview

Truehope offers a comprehensive suite of nutritional supplement products centered around its flagship EMPowerplus micronutrient formula, which contains 36 vitamins, minerals, amino acids, and antioxidants. The product portfolio consists of two main product lines: the Advanced Line (backed by 37+ research studies in capsule and powder formats) and the Ultimate Line (featuring AMC Technology for enhanced absorption in capsules and quick-dissolve sticks). Supporting the core EMPowerplus products are specialized add-on supplements including AminoPower Advanced (amino acid complex), Inositol (mood support), Choline L-Bitartrate (cognitive support), GreenBAC (gut health), Olive Leaf Extract (immune support), BMD Advanced (bone health), Nascent Iodine (thyroid support), and Ultimate GABA (stress/sleep support). Truehope also offers targeted product bundles combining multiple supplements for specific needs: Anxiety Relief Bundle, Sleep Bundle, Fitness Bundle, Immunity Bundle, Depression Relief Bundle, Stress Relief Bundle, and Mood Balance Bundle. All product purchases include free 1-on-1 Truehope Coaching support.

Differentiator

Problem solved

Functional benefit

Brands

• EMPowerplus: Flagship micronutrient formula - a 36-ingredient blend of vitamins, minerals, amino acids, and antioxidants designed to support mental wellness. Available in Advanced and Ultimate product lines.
• EMPowerplus Ultimate
• EMPowerplus Advanced
• AminoPower Advanced
• Inositol HP
• Ultimate GABA
• BMD Advanced
• Choline L-Bitartrate
• GreenBAC
• Nascent Iodine Advanced
• Olive Leaf Extract (OLE)

Products and services

• EMPowerplus Ultimate
• EMPowerplus Ultimate Sticks
• EMPowerplus Advanced The most researched micronutrient formula for mental wellness, backed by 37+ independent research studies, designed for long-term balance and well-being in capsule and powder formats.
• AminoPower Advanced
• Inositol HP
• Choline L-Bitartrate A brain-boosting nutrient that reduces brain fog, improves focus, promotes cognitive clarity, and helps reduce mental symptoms such as racing thoughts and irritability.
• GreenBAC A blend of bacteria, prebiotics, botanicals, algae, and enzymes designed to maintain and promote healthy digestive and immune systems.
• Olive Leaf Extract (OLE) Acts as an antifungal, antioxidant, antiparasitic, antiviral, and antibacterial agent that kills off yeast and pathogens to restore healthy gut, bowel, and immune function.
• BMD Advanced A bone mineral developer that nurtures healthy cartilage, teeth, and bones, supporting an active lifestyle.
• Nascent Iodine Advanced Iodine supplement designed to support thyroid function and overall metabolic health.
• Ultimate GABA Calms the mind by reducing neural activity, helping to alleviate stress and promote restful sleep.
• Ultimate Heart Health Contains bilberry leaf and hawthorn extracts to support healthy circulation, motherwort for calm cardiac rhythm, and L-Carnitine for cellular energy.
• Anxiety Relief Bundle Includes EMPowerplus, Inositol, and Ultimate GABA with 1-on-1 coaching to reduce worry, calm the nervous system, and support emotional balance.
• Sleep Bundle Includes Ultimate GABA and Inositol to calm the mind and support deep, restorative sleep.
• Fitness Bundle Includes EMPowerplus, AminoPower Advanced, and BMD Advanced to maximize recovery, fuel muscle repair, and support sustained energy.
• Immunity Bundle Includes EMPowerplus, GreenBAC, and Olive Leaf Extract to strengthen immune defenses and support year-round wellness.
• Depression Relief Bundle Includes EMPowerplus, AminoPower Advanced, and Inositol to lift low mood and restore mental clarity.
• Stress Relief Bundle Includes EMPowerplus and Inositol to calm the mind, ease tension, and support healthy stress response.
• Mood Balance Bundle Includes EMPowerplus, AminoPower Advanced, and Choline L-Bitartrate to smooth out mood swings and boost mental clarity.

Named customers2 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered major.

• University of CalgarymajorStrategic or Co-development PartnerAcademic research partner conducting peer-reviewed studies on EMPowerplus micronutrient formula for mental health applications.
• Ohio State UniversitymajorStrategic or Co-development PartnerAcademic research institution that has conducted independent studies on the efficacy of Truehope EMPowerplus for ADHD and mental health conditions.
• University of CanterburymajorStrategic or Co-development PartnerInternational academic partner (New Zealand) that has conducted peer-reviewed research on micronutrient treatment for mental health.

Scale indicators5 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Life Extension: Premium direct-to-consumer supplement brand offering vitamins, minerals, and condition-specific formulations backed by clinical research. Closely comparable to Truehope in product mix, scientific positioning, and target buyer seeking evidence-based nutritional support.
• Thorne: High-quality supplements brand serving consumers and healthcare practitioners with well-researched, pure formulations. Comparable in emphasis on practitioner trust, peer-reviewed research, and DTC sales of premium micronutrient products.
• Pure Encapsulations: Practitioner-grade supplement brand focused on pure, hypoallergenic formulations for clinical use. Comparable to Truehope's positioning with healthcare providers and use of premium micronutrient combinations for cognitive and mood support.
• Designs for Health: Practitioner-channel supplement brand offering professional-grade nutritional products. Comparable in its emphasis on clinical research, micronutrient formulations, and targeting healthcare providers alongside direct consumers.
• NeuroScience Inc. Specialty supplement company focused on neurotransmitter and brain health formulations. Highly comparable to Truehope's specific focus on mental wellness, mood, anxiety, and neurological health through targeted nutritional products.

Emerging players

• Ritual: Direct-to-consumer supplement brand emphasizing traceability, transparency, and clean ingredients. Comparable in DTC-first model and supplement positioning, though broader multivitamin focus rather than specialized mental health.
• Care/of: Personalized DTC vitamin/supplement brand using quizzes to recommend products. Compares to Truehope's wellness quiz-driven product matching and bundle-based customer experience, though positioned for general wellness.
• Athletic Greens (AG1): Subscription-based comprehensive micronutrient greens product marketed for daily wellness. Comparable in micronutrient positioning, subscription model emphasis, and brand-building around a flagship daily formula.
• Momentous: Performance and wellness supplement brand with practitioner endorsements. Partial overlap with Truehope's stress, mood, and sleep positioning, but with stronger sports/performance emphasis.
• Jigsaw Health: DTC supplement brand focusing on mood, sleep, and stress support with practitioner endorsements. Comparable to Truehope's targeted condition bundles (anxiety, sleep, mood) and emphasis on slow-release absorption technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/Empowerplus
• Facebookfacebook.com/TruehopeEmpower
• LinkedInlinkedin.com/company/truehope-nutritional-support-ltd.
• Xx.com/truehopeempower

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Truehope