What Flordis does

Flordis, operating commercially as SFI Health Australia, is a Sydney-based producer of clinically researched natural health supplements and integrative medicines. The company develops, markets, and distributes a portfolio of evidence-based products targeting cognitive health (KeenMind, Brahmi, Ginkgo/Ginseng GK501/G115), menopause support (Meno Vital), digestive and vaginal microbiome health (THER-BIOTIC Femme Flora), energy and muscle function (PURE Mg+), urinary tract health (American Cranberry), and liver support (Milk Thistle). Its technology approach centers on a "Source to Patient" quality philosophy, designed to ensure that specific clinically validated ingredients trace consistently from cultivation through final product formulation, with documented ingredient-level and final-product clinical research.

The company monetizes primarily through one-time retail purchases of its branded supplement SKUs, sold via two channels: a direct-to-consumer e-commerce storefront and a dedicated health-professional ordering portal that requires practitioner registration. It sells into four regional markets (Australia, South Africa, the Middle East, and the United States) through country-specific websites. The dual-channel model targets two primary customer segments — practicing healthcare professionals who recommend and dispense the products, and adult consumers seeking clinically validated natural alternatives — and the company supports the channel with educational content marketing, an email newsletter, and engagement programs such as a 21-day sleep challenge.

Flordis is privately held with no disclosed funding rounds, parent company, or institutional ownership. It employs between 101 and 250 people. Robert Hendriks serves as Chief Executive Officer. The business carries no disclosed patents, trademarks, certifications, regulatory actions, mergers/acquisitions, or partnerships in the available data, and there are no disclosures of revenue, pricing, or app or API offerings.

Name

Flordis

Legal name

SFI Health Australia

Website

https://flordis.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Flordis (SFI Health Australia) develops and sells clinically researched natural health supplements through direct-to-consumer e-commerce and a practitioner portal, serving health professionals and adult consumers across Australia, South Africa, the Middle East, and the United States.

Ownership category

akta.pro rank

Product category

Integrative Medicine Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

akta.pro secondary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Integrative medicine
• Natural health supplements
• Clinically researched supplements
• Cognitive health products
• Women's health supplements

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Natural Health Product Sales: Direct-to-consumer and health professional channel sales of clinically researched natural health supplements including Meno Vital, THER-BIOTIC Femme Flora, KeenMind, and PURE Mg+ Magnesium Energy products.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Flordis (trading as SFI Health Australia) develops and sells a portfolio of clinically researched, naturally sourced health supplements for conditions including menopause, cognitive health, urinary tract health, liver health, microbiome, and energy. Each formulation is developed under a "Source to Patient" quality philosophy that links ingredient sourcing and cultivation to specific clinical research on the ingredient or finished product, and is sold to consumers via country-specific e-commerce sites and to health professionals via a dedicated practitioner portal.

Product overview

Flordis (operating as SFI Health Australia) is a professional integrative medicine company offering a portfolio of clinically researched, naturally sourced health products. The company provides a range of supplements organized by health focus areas including cognitive health (KeenMind), menopause support (Meno Vital), digestive/microbiome health (THER-BIOTIC Femme Flora), energy and muscle function (PURE Mg+ Magnesium Energy), urinary tract health (American Cranberry), and liver health (Milk Thistle). The product portfolio also includes cognitive support ingredients like Brahmi and Ginkgo/Ginseng. Products are developed with a 'Source to Patient' philosophy, emphasizing ingredient quality and clinical research validation.

Differentiator

Problem solved

Functional benefit

Products and services

• Meno Vital™ Menopause collagen and polyphenol enriched healthy ageing complex designed to support women through menopause.
• THER-BIOTIC™ Femme Flora Probiotic supplement for adult vaginal health and immunity.
• KeenMind Cognitive support supplement formulated to improve memory, attention span, and learning retention.
• PURE Mg+™ Magnesium Energy Magnesium supplement supporting energy production and healthy muscle function.
• American Cranberry (Vaccinium macrocarpon) Cranberry supplement used to help reduce the occurrence of medically diagnosed cystitis (urinary tract health).
• Brahmi (Bacopa monnieri) Bacopa monnieri used to support memory, brain health, concentration, and learning function.
• Ginkgo and Ginseng (Ginkgo biloba GK501 + Panax ginseng G115) Combination of Ginkgo biloba (GK501) and Panax ginseng (G115) intended to help improve memory and mental energy.
• Milk Thistle (Silybum marianum) Silybum marianum used to support liver health.

Quantifiable outcome

• 45% of Australians suffering from poor sleep (referenced in sleep challenge content)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Swisse Wellness: Australian premium supplements brand with portfolio covering sleep, stress, cognitive, and women's health. Comparable to Flordis on premium positioning, condition-specific products, and Australian mass-market and export distribution.
• Standard Process: Practitioner-exclusive whole-food and botanical supplement company in the US. Directly comparable to Flordis on the healthcare-professional distribution model, clinically researched product claims, and condition-focused product families.
• Gaia Herbs: Vertically integrated botanical supplements company with strong traceability and sustainability positioning. Directly comparable to Flordis on the Source-to-Patient philosophy, single-ingredient transparency, and practitioner-grade positioning.
• Metagenics: Practitioner-focused nutraceutical company selling clinically researched supplements through healthcare professionals. Directly comparable to Flordis via the practitioner channel, evidence-based positioning, and condition-specific product lines (gut, cognitive, hormonal).
• BioCeuticals: Practitioner-only Australian supplement brand owned by Blackmores, focused on evidence-based integrative medicine. Closely aligned with Flordis's practitioner-exclusive model and clinical-research value proposition.
• Integrative Therapeutics: US practitioner-channel supplements company emphasizing clinical research and quality. Comparable to Flordis on the professional channel, evidence-based messaging, and condition-targeted product lines.
• Blackmores: Australia-headquartered natural health supplements company with broad portfolio spanning cognitive, women's, and digestive health. Most direct domestic competitor to Flordis/SFI Health given shared Australian base, retail and practitioner presence, and overlapping product categories.
• Nordic Naturals: Premium specialty supplements brand emphasizing clinically validated ingredients and practitioner endorsement. Comparable to Flordis on the evidence-based positioning, premium pricing, and D2C plus professional channel mix.

Broad incumbents

• Nature's Way: Large established botanical and nutritional supplements brand with broad mass-market distribution. Comparable to Flordis on product categories (cranberry, ginkgo, milk thistle, probiotics) and ingredient-led branding, but operates at much larger scale through retail rather than practitioner channel.
• Herbalife: Global nutrition supplements company with broad botanical and condition-specific product lines. Comparable to Flordis on supplement categories (cognitive, energy, digestive) and global multi-region presence, though distribution via network marketing differs from Flordis's practitioner channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sfihealth
• Facebookfacebook.com/sfihealth

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 Flordis