Healthwick

What Healthwick does

Healthwick Canada is a privately held, bootstrapped direct-to-consumer e-commerce retailer operated by Britnell Ventures Inc. from Oakville, Ontario, selling incontinence products, liquid nutrition, and home care supplies to Canadian consumers and shipping nationwide. The storefront is built on Shopify with Seal Subscriptions for recurring orders and Google Analytics for traffic analysis; technology is off-the-shelf rather than proprietary. The catalog spans adult diapers, absorbent underwear, pads, male guards, wipes, and underpads across brands such as TENA, NorthShore, Depend, Tranquility, Prevail, Abena, Attends, Rearz, InControl, Trest, BetterDry, and Because, plus nutrition brands (BOOST, Ensure, ThickenUp, Glucerna, Hydra+, Thick-It, Resource, COMPLEAT) and home care categories (catheters from Hollister, Coloplast, Convatec; wound care; compression socks).

The business model combines one-time purchases, a Subscribe & Save program (5% discount, automatic delivery, minimum 3 orders before penalty-free cancellation), a free sample program (up to 5 samples across 3 orders), and direct billing to insurance and government programs including ODSP, Blue Cross (Veteran's Affairs), Manulife, Great West, and Sun Life. Pricing is per-unit (products range from roughly $5 to $500+) with subscription-discounted variants. The company self-describes as "Canada's largest selection" of incontinence products and serves five primary segments: adults with incontinence, caregivers and family members, seniors needing nutritional supplementation, children with special needs requiring youth-sized incontinence products, and insurance/government-program beneficiaries. Differentiators include 100% discreet packaging, same-day shipping on orders before noon EST, niche verticals (ABDL, bariatric up to 5XL, kids special needs, swim diapers, eco-friendly, plastic-backed), and educational content marketing across blog, email, and social channels (Facebook, Instagram, TikTok, YouTube). A separate US website at healthwick.com indicates cross-border expansion beyond the Canadian market.

Name

Healthwick

Legal name

Britnell Ventures Inc

Website

https://healthwick.ca

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Healthwick Canada is a bootstrapped, Shopify-powered direct-to-consumer e-commerce retailer selling incontinence, nutrition, and home care products across Canada, with direct billing to insurance (ODSP, Blue Cross, Manulife, Great West, Sun Life) and a Subscribe & Save subscription program.

Ownership category

akta.pro rank

Product category

Medical Supplies Retail

NAICS

Health and Personal Care Retailers (456)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH)

akta.pro secondary industries

Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH), Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK)

Keywords

• Incontinence products retail
• Medical supplies e-commerce
• Home healthcare products
• Liquid nutrition supplements
• Adult care supplies

Headquarters

HQ city

Oakville

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail Sales: One-time product purchases through the healthwick.ca Shopify storefront. Customers purchase incontinence products (adult diapers, absorbent underwear, pads, male guards, underpads, wipes), nutrition products (meal replacements, protein supplements, thickeners), and home care items (catheters, compression socks, wound care). Orders ship Canada-wide with 1-3 day delivery for in-stock items.
2. Subscription/Automatic Delivery Program: Subscribe & Save program offering 5% discount on automatic recurring orders. Customers select products and delivery frequency, and orders process automatically. Minimum 3 orders required to cancel without penalty.
3. Free Sample Program Revenue: Free samples offered on select products (up to 5 per order, 3 orders per customer maximum). Customers pay shipping ($12+) and receive free shipping coupon toward next order over $50.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Healthwick is a Canadian direct-to-consumer e-commerce retailer operating healthwick.ca, selling incontinence products (adult diapers, absorbent underwear, pads, male guards, wipes, underpads), liquid nutrition products (meal replacements, thickeners, protein supplements, diabetic formulas), and home care products (catheters, compression socks, wound care, ostomy supplies). The company offers same-day discreet shipping Canada-wide, a free sample program, a Subscribe & Save subscription delivery service with 5% discount, and direct billing to insurance programs including ODSP, Blue Cross, Manulife, Sun Life, and Great West.

Product overview

Healthwick is a Canadian e-commerce retailer and distributor of health care products, operating as the Canadian arm of a North American company with a separate US website at healthwick.com. The company offers three core product categories: (1) Incontinence Products including adult diapers, absorbent underwear, underpads, pads, male guards, wipes, booster pads, and related care accessories from brands such as TENA, NorthShore, Depend, Tranquility, Prevail, Abena, BetterDry, InControl, Attends, Rearz, Because, and Trest; (2) Nutrition Products including liquid nutrition, meal replacements, thickeners, protein supplements, fibre supplements, powdered formulas, and pudding from brands including BOOST, Ensure, ThickenUp, COMPLEAT, Glucerna, Thick-It, Hydra+, and Resource; and (3) Home Care Products including daily living aids, mobility aids, wound care supplies, compression socks, urinary catheters, and health and wellness items. The company also offers specialized product lines for kids' special needs, bariatric/plus-size, plastic-backed, breathable, eco-friendly, swim diapers, and ABDL products. Services include a Free Sample Program (up to 5 samples on 3 orders), Direct Billing to insurance programs (ODSP, Blue Cross, Manulife, Sun Life, Great West), and Subscribe & Save (5% automatic delivery discount). All orders ship in 100% discreet packaging with same-day shipping available for orders placed before noon EST.

Differentiator

Problem solved

Functional benefit

Products and services

• Incontinence Products Comprehensive range of adult diapers, absorbent underwear, underpads, pads, male guards, wipes, booster pads, and incontinence care accessories from brands including TENA, NorthShore, Depend, Tranquility, Prevail, Abena, BetterDry, InControl, Attends, Rearz, Because, and Trest, designed for adults managing incontinence.
• Liquid Nutrition Products Liquid nutrition, meal replacements, thickeners, protein supplements, fibre supplements, powdered formulas, and pudding products from brands including BOOST, Ensure, ThickenUp, COMPLEAT, Glucerna, Thick-It, Hydra+, and Resource for individuals with dietary needs, swallowing difficulties, or increased nutritional requirements.
• Home Care Products Daily living aids, mobility aids, health and wellness items, ostomy supplies, wound care products, compression socks, and urinary catheters for individuals managing home healthcare needs.
• Free Sample Program Try-before-you-buy program allowing customers to order up to 5 different product samples on any 3 orders free (shipping charges apply), with a free shipping coupon on their next order over $50, covering 142+ products across incontinence categories.
• Insurance Direct Billing Service Direct billing service to private insurance providers and government support programs including ODSP (Ontario Disability Support Program), Blue Cross (Veteran's Affairs), Manulife, Sun Life Financial, and Great West Life for eligible customers purchasing incontinence and home care products.
• Subscribe & Save Automatic Delivery Program Recurring subscription order program offering 5% savings on automatic recurring orders with customizable delivery frequency, available to individual consumers purchasing incontinence, nutrition, or home care products.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers the healthwick.ca e-commerce storefront. The site uses Shopify's platform for product listings, shopping cart, checkout, and order management.
• Ontario Disability Support Program (ODSP)coreGTM or Marketing PartnerHealthwick direct-bills ODSP for incontinence supplies. Customers need completed Mandatory Special Necessities Benefit Form from doctor/nurse plus case worker contact for prior approval.
• Blue Cross (Veteran's Affairs)coreGTM or Marketing PartnerHealthwick direct-bills Blue Cross for eligible customers. Requires 'K' number and doctor's prescription with diagnosis. Prior approval required as only certain items covered.
• ManulifeminorGTM or Marketing PartnerManulife customers typically pay upfront and seek reimbursement. Some direct billing may be available. Requires doctor's prescription with diagnosis.
• Sun Life FinancialminorGTM or Marketing PartnerSun Life Financial customers typically pay upfront and seek reimbursement. Requires doctor's prescription with diagnosis and company-specific claim form.
• Great West LifeminorGTM or Marketing PartnerGreat West Life customers typically pay upfront and seek reimbursement. Requires doctor's prescription with diagnosis and company-specific claim form.
• TENAcoreChannel Partner/ Reseller/ DistributorOne of the primary brands carried. Products include adult diapers, absorbent underwear, pads, male guards, underpads, and wipes across various absorbency levels.
• NorthShorecoreChannel Partner/ Reseller/ DistributorPremium incontinence brand featuring MEGAMAX line as a bestseller. Products include adult diapers, absorbent underwear, and specialty items.
• DependcoreChannel Partner/ Reseller/ DistributorKimberly-Clark brand offering introductory range of underwear and adult diapers. Focuses on fit and cloth-like materials for those new to incontinence.
• TranquilitycoreChannel Partner/ Reseller/ DistributorFamily-owned US company based in Dunbridge, Ohio. Known for high-absorbency, high-quality products addressing skin breakdown, wound management, and odor control.
• PrevailcoreChannel Partner/ Reseller/ DistributorLeading supplier of incontinence products in US long-term care facilities. Full range of underwear, adult diapers, pads, and underpads.
• AbenacoreChannel Partner/ Reseller/ DistributorDanish family-owned business. Products developed with nurse collaboration for industry-leading absorbency. One of Canada's fastest-growing incontinence brands.
• BetterDryminorChannel Partner/ Reseller/ DistributorFormerly ComfiCare. German-manufactured adult diapers with thick plastic shell, high leg guards, maximum absorbency (exceeding 4L). Known for preventing leaks and odors.
• InControlminorChannel Partner/ Reseller/ DistributorCanadian owned and operated business from Woodstock, Ontario. Premium incontinence products with maximum absorbency, comfort, and advanced odor control.
• AttendsminorChannel Partner/ Reseller/ DistributorBased in Greensville, North Carolina. Manufacturing incontinence products for over 30 years. Top brand for Canadian hospitals and care facilities.
• RearzcoreChannel Partner/ Reseller/ DistributorCanadian owned and operated from Waterloo, Ontario. Started as small family business making washable items, now produces highest ISO absorbency-rated adult diapers in Canada. Features whimsical prints alongside white products.
• BecauseminorChannel Partner/ Reseller/ DistributorFounded by Alexi and Luca to provide more effective options for their own parents and grandparents. Products designed for comfort, confidence, dignity, and independence.
• TrestminorChannel Partner/ Reseller/ DistributorPremium adult diaper brand featuring Elite line with maximum absorbency up to 9500mL. Dual-tab closure with plastic backing and latex-free construction.
• BOOST (Nestlé Health Science)coreChannel Partner/ Reseller/ DistributorNutritional products including puddings, drinks, and powders providing calories, protein, vitamins, and minerals for individuals with increased dietary needs.
• Ensure (Abbott Nutrition)coreChannel Partner/ Reseller/ DistributorComplete nutritional products including shakes and powders with macronutrients, vitamins, and minerals. Available in various formats including high-protein and high-calorie options.
• HollisterminorChannel Partner/ Reseller/ DistributorMedical supplies brand offering urinary catheters and related accessories.
• ColoplastminorChannel Partner/ Reseller/ DistributorMedical supplies brand offering catheters (Self-Cath, GentleCath), cleansing products (Sproam, Sween), and ostomy supplies.
• ConvatecminorChannel Partner/ Reseller/ DistributorMedical supplies brand offering GentleCath catheters for men and women.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• LL Medico: US online retailer specializing in incontinence, ostomy, and urological supplies with insurance billing. Closely comparable assortment (catheters, ostomy, adult diapers) and D2C fulfillment model.
• Carewell: US e-commerce retailer of incontinence, nutrition, and home care products with curated expert content and direct billing. Highly comparable in product breadth, customer segment (caregivers, seniors), and online D2C model.
• HDIS (Home Delivery Incontinence Supplies): Long-established US online incontinence supplier with insurance direct billing, sample program, and Subscribe & Save-style recurring delivery — a near-mirror of Healthwick's GTM in the US market.
• 1800Medical: US online medical supply retailer carrying incontinence, urological, ostomy, and wound care products with direct insurance billing. Comparable in product mix and payor-driven GTM.
• NorthShore Care Supply: US-based direct-to-consumer incontinence specialist and the operator of the NorthShore brand (a Healthwick core partner). Operates a similar premium-product, sample-driven, subscription-supported online model with insurance billing — the closest direct global comparable to Healthwick.
• Save Rite Medical: US-based online medical supply store offering incontinence, ostomy, wound care, and nutritional products with insurance billing. Comparable assortment and D2C model.

Regional players

• Well.ca: Canadian online health, wellness, and personal care retailer. Operates in Canada on a similar D2C e-commerce model but with broader generalist assortment and less incontinence specialization.

Emerging players

• Parentgiving: US e-commerce retailer focused on incontinence, mobility, and daily living aids for older adults and caregivers — overlapping customer segment with Healthwick's senior/caregiver base.

Broad incumbents

• Allegro Medical: Established US online medical supply retailer carrying incontinence, urological, ostomy, nutrition, and mobility products. Broader portfolio than Healthwick but highly overlapping assortment and customer base.
• TENA Direct (Essity): Brand-owner DTC channel operated by Essity, one of Healthwick's most important brand partners. Represents the strategic risk and supply-chain dependency inherent in Healthwick's reseller model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@HealthwickCanada/shorts
• Facebookfacebook.com/Healthwick
• Instagraminstagram.com/healthwickcanada
• TikToktiktok.com/@healthwick
• Xx.com/healthwick
• LinkedInlinkedin.com/company/healthwick

Revenue estimate

Valuation estimate

Number of profiles

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 Healthwick