What Reefs.com does

Reefs.com is an online community platform serving saltwater reef aquarium hobbyists, founded in 2001 and operated by a five-person team based in New York. Its core product is a XenForo-based discussion forum with an integrated marketplace for livestock, coral frags, and equipment, supplemented by the Advanced Aquarist magazine sub-brand, mobile applications on iOS and Android, and a suite of domain-specific web tools (calculators for tank volume, Milbemycin dosing, phyto cell counts, electricity usage, and rock/sand requirements).

The platform's underlying technology stack is conventional community-software architecture (forum, marketplace modules, content management) rather than a custom system of record. Reefs.com's distinguishing assets are content databases covering 1,250+ fish species, 3,809+ coral varieties, 150+ invertebrates, and 50+ pest types, alongside a geographic directory of 2,668 retail stores, 102 reef clubs, and 294 public aquariums. It also maintains podcast content, an event calendar (including Reef-A-Palooza, Aquashella, and Fragginstein), and active vendor storefronts.

The business model is community-led and advertising-supported. Reefs.com is free to end users; revenue is derived from banner advertising and sponsorships with aquarium equipment manufacturers and coral vendors (GHL USA, ICP, corals.com, Reef Nutrition, TUNZE, Orphek LED Lighting, Polyplab, Fluval Marine, Pisces USA), supplemented by a paid vendor forum subscription tier. The platform does not transact on marketplace sales, earns no subscription revenue from hobbyists, and has not raised external funding. Primary customer segments are reef aquarium hobbyists (learners to advanced collectors) and marketplace participants (vendors and peer-to-peer sellers), with a secondary segment of geographically-oriented local hobbyists and retailers.

Name

Reefs.com

Legal name

Reefs.com

Website

https://reefs.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Reefs.com is a free, advertising-supported online community for saltwater reef aquarium hobbyists, providing a forum, vendor marketplace, species databases, magazine content, mobile apps, and aquarium management calculators serving hobbyists and aquarium equipment vendors.

Ownership category

akta.pro rank

Product category

Online hobby community and marketplace for reef aquariums

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Aquarium & Fish Supplies Retail (CRALAHAI)

Keywords

• Reef aquarium community
• Marine aquarium marketplace
• Saltwater hobby content
• Coral vendor marketplace
• Aquarium reference databases

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Advertising and Sponsorships: Platform generates revenue through advertising from aquarium equipment manufacturers, coral vendors, and related brands. Sponsorships from companies like GHL USA, ICP, corals.com, Reef Nutrition, TUNZE, Orphek LED Lighting, Polyplab, and Fluval Marine.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Reefs.com operates a free, community-driven online platform for saltwater reef aquarium hobbyists, combining discussion forums, a peer-to-peer and vendor marketplace for livestock and equipment, the Advanced Aquarist magazine, mobile apps, species reference databases, and aquarium management calculators. Revenue is generated through advertising and sponsorships from aquarium equipment manufacturers, coral vendors, and related brands.

Product overview

Reefs.com is a comprehensive online community platform for saltwater reef aquarium hobbyists, offering a multi-component ecosystem built around its core forum and marketplace. The platform provides community discussion boards, an online marketplace for livestock and equipment sales, the Advanced Aquarist Magazine with scientific content, and mobile apps for iOS and Android. Supporting these core offerings are specialized calculator tools for aquarium management (tank volume, dosage, electricity, rock/sand), extensive reference databases for fish, coral, invertebrates, and pests, a store directory map, educational guides, and podcast content. The platform connects hobbyists with vendors through sponsored vendor forums and facilitates peer-to-peer commerce through categorized marketplace listings.

Differentiator

Problem solved

Functional benefit

Brands

• Advanced Aquarist: Advanced Aquarist is an aquarium magazine published by Reefs.com, featuring articles on coral, fish, invertebrates, conservation, and industry topics.

Products and services

• Reefs.com Forum Saltwater reef aquarium community discussion forum covering tank setup, coral care, fish profiles, equipment recommendations, pest troubleshooting, and hobby events, targeted at reef hobbyists of all experience levels.
• Marketplace Online marketplace with categorized vendor forums, direct sales listings, and group buys for buying and selling aquarium livestock, coral frags, fish, equipment, and supplies, serving both hobbyists and commercial vendors.
• Advanced Aquarist Magazine Online aquarium magazine featuring peer-reviewed scientific articles, industry news, technical guides, and in-depth coverage of coral, fish, invertebrates, conservation, and industry trends for advanced marine aquarists.
• Reefs.com Mobile App Mobile application available for iOS (App Store ID 337679831) and Android (Google Play com.reefs.app) providing mobile access to reef aquarium content, community features, and marketplace functionality.
• Acropora Red Bug Milbemycin Treatment Calculator Online calculator tool for determining proper Milbemycin Oxime dosage for treating Acropora Red Bugs in reef aquariums.
• Instant Phyto Calculator Calculator tool for determining proper phytoplankton cell counts and mixing ratios for reef aquarium feeding.
• Electricity Usage Calculator Calculator for estimating annual electricity consumption and costs of aquarium equipment based on wattage and usage hours.
• Sump and Tank Volume Calculator Calculator for determining total aquarium volume and minimum sump sizing requirements based on tank dimensions and overflow levels.
• Rock and Sand Calculator Calculator for estimating pounds of live rock needed for reef and FOWLR tanks and live sand requirements for desired sand bed depth.
• Fish Database Comprehensive directory of saltwater aquarium fish species with species profiles and care information for hobbyists.
• Coral Database Directory of saltwater aquarium hobby corals featuring species and variety profiles with vendor-specific naming conventions.
• Invertebrate Database Reference database of saltwater aquarium invertebrates including species information and care guides for anemones, crabs, shrimp, snails, and other marine creatures.
• Pest Database Identification guide for harmful pests and nuisance organisms found in reef aquariums including algae, predatory invertebrates, and diseases.
• Store Directory Map Geographic directory of reef aquarium stores, clubs, public aquariums, and services with 2,668 stores, 102 clubs, and 294 public aquariums listed across the United States.
• Reef Glossary Comprehensive glossary of aquarium and marine biology terminology for hobbyists.
• Beginner's Guide to Saltwater Aquariums Comprehensive educational guide covering aquarium setup, equipment, filtration, livestock selection, and maintenance for beginner reef hobbyists.
• Reef Podcasts Audio podcast series featuring reef aquarium discussions, system builds, interviews, and educational content for hobbyists.

Quantifiable outcome

• Community platform connecting 10,000+ simultaneous users with 100+ vendor storefronts

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Two partnerships are on record, tiered minor.

• corals.comminorChannel Partner/ Reseller/ DistributorCoral vendor operating storefront on the Reefs.com marketplace forum, selling WYSIWYG coral frags.
• Live Sale Event OrganizersminorGTM or Marketing PartnerCoral vendors and event organizers (e.g., Reef-A-Palooza, Aquashella, Fragginstein) that hold live sales featured on the platform's event calendar and vendor forums.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• LiveAquaria: Major online retailer of live fish, corals, and aquarium supplies. Comparable on the livestock and supplies side of Reefs.com's marketplace but with broader pet/aquarium inventory and a transactional model.
• Bulk Reef Supply: Large online retailer and content/media brand for the reef aquarium hobby. Overlaps with Reefs.com's audience and vendor relationships but operates a much broader e-commerce business with extensive video content.
• Marine Depot: Long-established online aquarium retailer with deep product catalog and educational content. Comparable to Reefs.com on aquarium hobbyist supplies and educational resources.
• Petco: Mass-market pet retailer carrying aquarium livestock and supplies. Serves a much broader pet-owner base but competes for casual reef hobbyists' spend and attention.

Direct peers

• Reef Central: One of the oldest and largest reef aquarium forums, offering community discussion, classifieds, and articles. Directly comparable audience and content focus to Reefs.com.
• Reef2Reef: Active reef-aquarium discussion forum and community marketplace. Reef2Reef is a near-direct competitor to Reefs.com's forum-and-marketplace model for saltwater hobbyists.
• Reef Builders: Reef aquarium news, product coverage, and hobbyist media. Comparable content/audience to Reefs.com's editorial and video output but operates more as a media brand than a community forum.
• Nano-Reef: Forum-based community for nano and pico reef keepers with active marketplace. Targets the same saltwater hobbyist segment with a similar community + commerce model.

Emerging players

• Aquarium Co-Op: Fast-growing aquarium hobby brand combining retail, YouTube content, and community. Targets a similar hobbyist base with a more video-first, modern content approach that competes for mindshare with Reefs.com.

Others

• Coral Magazine: Print and digital publication dedicated to marine and reef aquariums. Comparable editorial/audience position to Reefs.com's Advanced Aquarist magazine sub-brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/Reefscom
• Facebookfacebook.com/reefscom
• Instagraminstagram.com/reefscom
• LinkedInlinkedin.com/company/reefs-com

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 Reefs.com