Creative Science

What Creative Science does

Creative Science is a US-based veterinary medical technology company headquartered in Orange City, Iowa, operating a multi-brand portfolio platform for animal health products across dogs, cats, horses, and livestock. Founded in 2012 and structured as a privately held Iowa LLC, the company markets 60+ sub-brands (Assure, Banixx, Breeder's Edge, Doc Roy's, Kinetic Vet, Sore No-More, Vet Basics, ALICAM, Alpha2EQ, and many more) through direct-to-consumer e-commerce, authorized retailers (Revival Animal Health, FarmVet, ValleyVet, PBS Animal Health), and major veterinary distributors (Covetrus, Patterson, MWI Animal Health, VetCove). Its technology foundation is formulation-driven: the proprietary Gastrointestinal Stabilizing Technology (GST) and the patented Assure System methods for reducing recurrent colic and normalizing GI motility in horses, with research presented at AAEP and the 10th International Colic Symposium. In March 2025, the company acquired Infiniti Medical LLC and Orthomed UK Ltd to add interventional radiology, cardiology, soft-tissue surgery, and orthopedic veterinary medical devices; in April 2025 it acquired Astaria Global (Alpha2EQ), further deepening its equine portfolio.

The company's business model combines one-time product sales (nutraceuticals, digestive supplements, topicals, medical devices, equipment and supplies for equine reproduction, hoof care, wound management, and general wellness) with a recurring revenue component from the Colic Assurance Program (CAP), an outcome-based wellness-and-reimbursement offering that pays up to $10,000 in lifetime colic treatment coverage conditional on ongoing purchase and daily administration of qualifying Assure System products. Customer segments span individual pet and horse owners, veterinary professionals (with a separate professional portal and exclusive products such as Assure Guard Gold NG), livestock producers, and B2B dealers and distributors. Segmentation is hybrid — direct-to-consumer for owner-led purchases plus a channel-partner motion with veterinary-exclusive SKUs that flow only through clinic distributors.

Distribution is multi-tiered by design. The creative.science storefront serves individual buyers, while authorized retailers and equestrian/tack specialists (The Tackeria, MM Tack, Equine Tack and Nutritionals, NRS, TT Distributors, Big D's) carry consumer SKUs, and major veterinary distributors carry the full professional line. Marketing mixes content (blog, educational resources), organic social (Facebook, Instagram, LinkedIn), email/newsletter, retailer-distributed shelf presence, and community programs (CAP, Shelter/Rescue, Sponsored Rider Ambassadors). The combination of patented formulation IP, a 60-brand catalog, a recurring CAP revenue mechanic, and post-2025 medical-device subsidiaries positions the firm as a roll-up-style animal health platform rather than a single-product company.

Name

Creative Science

Legal name

Creative Science LLC

Website

https://creative.science

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Creative Science is a US-based veterinary medical technology firm operating a 60+ brand animal health portfolio across pets, horses, and livestock, built on patented digestive supplement IP and now expanded into veterinary medical devices.

Ownership category

akta.pro rank

Product category

Veterinary Animal Health Products

NAICS

Animal Food Manufacturing (31111), Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991), Veterinary Services (541940)

SIC

Surgical & Medical Instruments & Apparatus (3841), Food And Kindred Products (2000), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Equine Nutrition & Therapeutic Diets (HLAMAHAE)

akta.pro secondary industries

Surgical & Procedural Instruments (Scalpels, Forceps, Retractors) (HLAMAFAA), Veterinary & Therapeutic Pet Diets (Prescription) (AFADAFAH), Functional & Veterinary Diet Pet Food (CRADAFAF), Specialty Veterinary Therapeutics Distribution (Oncology, Dermatology, Endocrinology) (HLAMAIAH)

Keywords

• Veterinary supplements
• Equine digestive health
• Animal health products
• Veterinary medical devices
• Pet wound care

Headquarters

HQ city

Orange City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce and Retail): Creative Science generates revenue primarily through the sale of veterinary health products including digestive supplements, equine supplements, reproductive supplies, medical devices, and general animal health products. Products are sold directly through its e-commerce platform and through authorized retailers and distributors.
2. Colic Assurance Program (Wellness + Reimbursement): The Colic Assurance Program offers financial reimbursement for colic-related veterinary expenses (up to $10,000 lifetime) contingent on ongoing purchase and daily administration of qualifying Assure System products. This drives recurring product purchases while providing a financial assurance service to horse owners.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Creative Science is a US-based veterinary medical technology company that develops, manufactures, and sells a multi-brand portfolio of animal health products — primarily equine digestive supplements (the patented Assure System), pet wound care, hoof care, reproductive health products, and advanced veterinary medical devices — to pet owners, horse owners, veterinarians, and livestock producers through e-commerce, authorized retailers, and veterinary distributors.

Product overview

Creative Science is a US-based veterinary medical technology company that operates as a multi-brand portfolio platform for animal health products across pets (dogs, cats), horses, and livestock. The product portfolio centers on the proprietary Assure System product family, which includes Assure, Assure Guard, Assure Guard Gold, Assure Plus, Assure Hoof, and Assure Guard Gold N.G. — all digestive health supplements featuring Gastrointestinal Stabilizing Technology (GST) and patented formulations. These are complemented by the Colic Assurance Program wellness/reimbursement program. Beyond core digestive products, Creative Science offers diverse brands including hoof care (Contender), topical treatments (Banixx, Sore No-More), reproductive health (Breeder's Edge, Equine Express II), and acquired companies Infiniti Medical (interventional radiology/cardiology) and Orthomed (orthopedic care). The company serves veterinary professionals, dealers, distributors, and animal owners through e-commerce and retail channels.

Differentiator

Problem solved

Functional benefit

Brands

• ALICAM: Advanced GI insight product for animals
• Acclimate
• Aleira
• Alpha2EQ
• Assure
• Banixx
• Breeder's Edge
• BuddyID
• Doc Roy's
• EquiShield
• Kinetic Vet
• Releira
• Sore No-More
• Steadfast
• Vet Basics

Products and services

• Assure Guard Gold Digestive maintenance supplement for horses combining Assure Guard and Assure Plus in pelleted formula, supporting the entire digestive tract from stomach through hindgut. Contains prebiotics, probiotics, psyllium, gastric buffer, digestive enzymes, and calcium carbonate. Targets gastric and colonic ulcers, colic, diarrhea, and sand accumulation.
• Assure Plus Horse digestive supplement delivering psyllium pellets during stress, exercise or digestive upset. Contains equine probiotics, prebiotics, yeast and digestive enzymes for gut conditioning and sand removal. Uses a unique pelleting process that retains psyllium's mucosal healing and hindgut health benefits.
• Assure Daily equine digestive supplement supporting hindgut health with prebiotics, probiotics, psyllium, digestive enzymes, and yeast. Features Gastrointestinal Stabilizing Technology for microbe delivery to the hindgut.
• Assure Guard Equine ulcer supplement with prebiotics, probiotics, psyllium, gastric buffer, digestive enzymes, yeast and calcium carbonate. Soothes gastric and colonic ulcers, colic, loose stool, and supports the entire digestive tract from stomach to hindgut.
• Assure Hoof Equine hoof supplement combining protein (gelatin), amino acids lysine and methionine, biotin, MINTREX chelated trace minerals, and gastrointestinal health support through GST technology. Dosing varies by horse weight category.
• Assure Guard Gold N.G. Veterinarian-exclusive emergency digestive aid for acute colic attacks and Leaky Gut in horses. Features psyllium, probiotics, prebiotics, digestive enzymes, L-glutamine, and 72 billion CFU live microbes in single-dose packs. Sold only through veterinary distributors.
• Contender Hoof Paste Topical hoof conditioner for horses containing lanolin, pine tar, iodine, hyaluronic acid, and MSM. Stimulates rapid hoof growth and maintains moisture of hoof wall, heel, frog, and coronet.
• Colic Assurance Program Wellness program offering up to $15,000 in coverage for surgical and non-surgical colic expenses, combined with customized digestive health protocols using Assure System products. Provides up to $10,000 in lifetime reimbursement for medical and surgical colic episodes with no enrollment fee and no age restrictions.
• Infiniti Medical (Veterinary Medical Devices) Subsidiary product portfolio specializing in interventional radiology, cardiology, soft tissue surgery, and orthopedic veterinary medical devices. Acquired by Creative Science in March 2025.
• Orthomed (UK Orthopedic Veterinary Care) UK-based subsidiary of Infiniti Medical offering orthopedic veterinary care products and equipment. Acquired by Creative Science in March 2025.

Quantifiable outcome

• Thousands of documented colic-free horses following use of Assure System products
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Infiniti Medical LLCcoreOthers · 1 March 2025In March 2025, Creative Science acquired Infiniti Medical LLC and its subsidiary Orthomed UK Ltd to expand its portfolio in interventional radiology, cardiology, soft tissue surgery, and orthopedic veterinary care. This acquisition is part of Creative Science's expansion into the broader veterinary medical technology market and complements its existing animal health product portfolio.
• Orthomed UK LtdcoreOthers · 1 March 2025Orthomed UK Ltd, a subsidiary of Infiniti Medical LLC, was acquired alongside its parent company by Creative Science in March 2025. Orthomed specializes in orthopedic veterinary care and strengthens Creative Science's position in the veterinary orthopedic medicine market projected to reach $5.99 billion by 2030.
• Arenus Animal HealthcoreOthersArenus Animal Health is now part of the Creative Science portfolio. It is the creator of the Assure System products and the Colic Assurance Program. The brand is known for digestive health supplements and performance equine products. Creative Science is the new home of Arenus Animal Health's Colic Assurance Program.
• Equine Medical & Surgical AssociatesminorOthersEquine Medical & Surgical Associates (EMSA) is listed among Creative Science's company portfolio. EMSA produces specialty equine products such as Summer Eczema Oral Supplement, featured in Creative Science's marketing.
• Astaria Global (Alpha2EQ)minorOthersAstaria Global and its Alpha2EQ brand are part of Creative Science's portfolio of companies. Alpha2EQ is featured on the Creative Science website with dedicated product information and research resources.
• CovetruscoreChannel Partner/ Reseller/ DistributorCovetrus is a major veterinary distributor through which Creative Science products (including Assure Guard Gold, Assure, Assure Plus, Assure Guard Gold NG) are sold. Covetrus distributes to veterinary clinics and animal health professionals across North America.
• Patterson VeterinarycoreChannel Partner/ Reseller/ DistributorPatterson Veterinary is a major veterinary distributor carrying Creative Science products including the full Assure System line, Assure Hoof, Contender Hoof Paste, and Assure Guard Gold NG through its distribution network to veterinary professionals.
• MWI Animal Health (part of Covetrus)coreChannel Partner/ Reseller/ DistributorMWI Animal Health distributes Creative Science products including Assure Guard Gold through its veterinary distribution network across the United States.
• Revival Animal HealthcoreChannel Partner/ Reseller/ DistributorRevival Animal Health is an authorized retailer of Creative Science products including the full Assure System line, Kinetic Vet products, Breeder's Edge products, reproductive supplies, and general equine and companion animal health products.
• FarmVetcoreChannel Partner/ Reseller/ DistributorFarmVet is an authorized retailer of Creative Science products including Assure Guard Gold, Assure Plus, Assure, and Kinetic Vet products, serving horse owners and equine professionals.
• Kinetic VetcoreOthersKinetic Vet is a brand within the Creative Science portfolio founded by practicing veterinarians. The brand covers essential health needs for animals including joint health, skin and coat care, and general wellness, trusted by veterinarians and pet owners alike.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Virbac: Global animal health company with companion animal and livestock product portfolios including pharmaceuticals, vaccines, and supplements. Comparable because Virbac operates across similar species segments and channels (veterinary, retail) as Creative Science.
• Zoetis: Largest global animal health company offering pharmaceuticals, vaccines, diagnostics, and devices across companion animals and livestock. Comparable because Zoetis operates in the same veterinary and animal health category where Creative Science's Infiniti Medical/Orthomed acquisition positions it, though Zoetis is far broader in scale and product range.
• Elanco Animal Health: Major animal health company providing pharmaceuticals, vaccines, and nutritional health products for companion animals and livestock. Comparable as a broad incumbent in the veterinary/animal health space where Creative Science operates, with overlapping customer base of veterinarians and producers.
• Dechra Pharmaceuticals: Specialty animal health pharmaceutical company focused on companion animals and equine, with significant equine product portfolio. Directly comparable as Creative Science's Infiniti Medical/Orthomed acquisition and Assure System compete in overlapping veterinary specialty and equine categories.
• IDEXX Laboratories: Leading veterinary diagnostics and software company with companion animal and equine/livestock products. Comparable as a broad incumbent in veterinary specialty products, and partially overlapping with Creative Science's ALICAM gastrointestinal imaging brand.
• Farnam (Central Garden & Pet): Long-established equine product brand under Central Garden & Pet offering supplements, fly control, grooming, and hoof care. Comparable because Farnam competes directly across many of Creative Science's equine product categories including supplements and topicals.

Direct peers

• Covetrus: Major veterinary distribution and animal health products company serving North American veterinary practices. Comparable because Covetrus is both a channel partner and competing supplier in the veterinary therapeutics and supplements space where Creative Science operates.
• Vetoquinol: Animal health pharmaceutical company focused on companion animals and livestock, with veterinary-exclusive product portfolio. Comparable as a direct peer in veterinary therapeutics and supplements with overlapping veterinary channel strategy.
• Platinum Performance: Equine nutrition company producing veterinary-formulated supplements targeting digestive, joint, and performance health in horses. Directly comparable as a direct competitor in the equine supplement category where Creative Science's Assure System competes.
• SmartPak Equine: Equine supplement and horse health product retailer offering branded supplements, dewormers, and health products. Comparable as a direct competitor in equine digestive and wellness supplements, with overlapping distribution channels including direct-to-consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/creativesciencellc
• LinkedInlinkedin.com/company/creative-science1
• Instagraminstagram.com/creativesciencellc

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Creative Science