Affirm Health

What Affirm Health does

Affirm Health Limited is an Irish private limited company, trading as Proceive, that develops and distributes a focused portfolio of nutritional supplements targeted at couples trying to conceive, pregnant women and new mothers. Founded in 2016 and headquartered in Sandyford, Dublin, the company sells under the Proceive brand and reports serving more than 1 million customers over a ten-year period. The product line consists of stage-specific formulations: Proceive Women and Proceive Men for under-35/under-40 users, Proceive Max Women and Proceive Max Men (33 nutrients each at $79.95 per package) for women 35+ and men 40+, a Dual Pack bundle, and complementary add-ons including Proceive Conception Omega 3 ($29.95) and Proceive Pure Myo-Inositol (4,000mg single-ingredient). Products are manufactured in the United Kingdom under BRC quality systems, with every batch independently tested to European Pharmacopoeia microbiological standards and certified Guaranteed Irish and Vegan.

The business operates a hybrid direct-to-consumer and retail distribution model. The proprietary e-commerce storefront, built on Shopify and supported by Recharge for subscription billing, accepts credit cards, PayPal, Klarna, Apple Pay and Google Pay and ships to Ireland, the UK and the EU. Physical distribution spans Boots, Holland & Barrett, McCabes Pharmacy, McCauley Pharmacy and Chemist Warehouse across Ireland and the UK; the United States is served through an official Amazon storefront; and Estonia, Latvia, the Netherlands and Slovakia are served through authorized distribution partners. Go-to-market combines product-led subscription commerce, an enterprise-style healthcare professional outreach program targeting midwives, fertility specialists and pharmacists, content marketing through the Knowledge Hub and paid acquisition on Google and Meta platforms.

Commercially, the company is bootstrapped with no disclosed institutional funding, venture investment or acquisition activity. Customer reported outcomes include 92% of customers stating greater confidence choosing Proceive versus alternatives and 87% who would recommend the product to a friend. The company has accumulated multiple industry and consumer awards through 2025-2026, including Loved by Parents Best Buy Platinum 2026 and Best Innovative Product Gold 2026. Technology integrations span Klaviyo for lifecycle marketing, Gorgias for support, Judge.me and Trustpilot for reviews and Microsoft Clarity for behavioral analytics, with no disclosed AI/ML capabilities.

Name

Affirm Health

Legal name

Affirm Health Limited

Website

https://proceive.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Affirm Health, trading as Proceive, is an Irish nutraceutical company that develops and sells stage-specific fertility, pregnancy and postpartum nutritional supplements to couples trying to conceive and new mothers through D2C e-commerce, pharmacies and Amazon.

Ownership category

akta.pro rank

Product category

Fertility and Pregnancy Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (4561)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)

akta.pro secondary industry

Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ)

Keywords

• Fertility supplements
• Pregnancy nutrition
• Preconception vitamins
• Male fertility support
• Prenatal supplements

Headquarters

HQ city

Sandyford

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Products sold directly to consumers through the proceive.com website with subscription (Subscribe & Save) and one-time purchase options. Accepts multiple payment methods including credit cards, PayPal, Klarna, Apple Pay, Google Pay.
2. Retail Distribution: Products sold through major retail chains and pharmacies including Boots, Holland & Barrett, McCabes, McCauley, and Chemist Warehouse across Ireland and UK.
3. Marketplace Sales: Products available through Amazon marketplace, particularly for US customers who cannot order directly from the website.
4. International Distribution: Products distributed internationally through authorized partners in Estonia, Latvia, Netherlands, and Slovakia.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels13 records

Core offering

Affirm Health, trading as Proceive, develops and sells evidence-based nutritional supplements for fertility and pregnancy. The portfolio covers preconception, each trimester of pregnancy, and the postpartum/breastfeeding stages, with gender-specific formulations including Max variants for women 35+ and men 40+. Products are manufactured under BRC quality systems in UK cleanroom environments and sold direct-to-consumer via proceive.com (with subscriptions) and through pharmacy and health store retail chains in Ireland and the UK.

Product overview

Affirm Health (trading as Proceive) is a fertility and pregnancy nutrition company offering a focused portfolio of advanced, evidence-based supplements. The product lineup consists of core fertility formulations (Proceive Women, Proceive Men, Proceive Max Women, Proceive Max Men) designed for preconception support, complemented by specialist add-on products including Proceive Conception Omega 3 and Proceive Pure Myo-Inositol. Products are tailored to specific life stages with the Max variants for older demographics (women 35+, men 40+) offering enhanced formulations with higher nutrient counts. The company has refined its formulas through 7 iterations over 10 years of research, emphasizing targeted nutritional support across the conception, pregnancy, and postpartum journey.

Differentiator

Problem solved

Functional benefit

Brands

• Proceive: Primary brand offering fertility and pregnancy nutritional supplements, including Proceive Max Women, Proceive Women, Proceive Max Men, Proceive Men, Proceive Conception Omega 3, and Proceive Pure Myo-Inositol

Products and services

• Proceive Max Women Maximum strength fertility supplement designed for women aged 35 and over, providing 33 targeted nutrients including amino acids to support egg quality, energy, cell division, and hormone regulation during preconception.
• Proceive Max Men Maximum strength fertility supplement for men aged 40 and over, offering 33 nutrients with fertility-focused nutrition tailored to mature male reproductive health, providing 7x more nutrition than standard fertility supplements.
• Proceive Women High strength fertility support supplement for women under 35, containing 28 carefully selected vitamins, minerals, and nutrients designed to support female fertility and pre-conception health.
• Proceive Men Fertility supplement for men under 40, containing 26 nutrients with 1.5x more nutrition than standard fertility supplements to support male reproductive health during conception.
• Proceive Conception Omega 3 High-strength omega-3 fish oil supplement providing 2,000mg Omega 3 for both men and women trying to conceive, offering 3x more nutrition than standard Omega 3 products.
• Proceive Pure Myo-Inositol Specialist female support supplement providing 4,000mg of pure Myo-Inositol in a single-ingredient, Certified Vegan formula designed to complement core fertility supplements for women trying to conceive.
• Proceive Dual Pack Combined pack containing both Proceive Women and Proceive Men supplements for couples trying to conceive together.

Quantifiable outcome

• 92% of customers felt more confident choosing Proceive fertility supplement over other supplements
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core, regional and strategic.

• BootscoreChannel Partner/ Reseller/ DistributorMajor pharmacy chain serving as a key retail stockist for Proceive products across Ireland and UK. Products available both in-store and through Boots online platform.
• Holland & BarrettcoreChannel Partner/ Reseller/ DistributorLeading health food retailer and pharmacy chain as a primary retail distribution channel for Proceive supplements in Ireland and UK markets.
• McCabes PharmacycoreChannel Partner/ Reseller/ DistributorIrish pharmacy chain operating as retail stockist for Proceive products in Ireland.
• McCauley PharmacycoreChannel Partner/ Reseller/ DistributorIrish pharmacy chain serving as a key distribution partner for Proceive in the Irish market.
• Chemist WarehousecoreChannel Partner/ Reseller/ DistributorPharmacy chain stockist for Proceive products across Ireland and UK, offering both physical store and online purchasing options.
• kidsmed.ee (Estonia)regionalChannel Partner/ Reseller/ DistributorInternational distribution partner for Estonia, serving the Eastern European market through kidsmed.ee platform.
• kidsmed.lv (Latvia)regionalChannel Partner/ Reseller/ DistributorInternational distribution partner for Latvia, serving the Baltic market through kidsmed.lv platform.
• proceive.nl (Netherlands)regionalChannel Partner/ Reseller/ DistributorDedicated Proceive website for the Dutch market, serving customers in the Netherlands.
• proceive.sk (Slovakia)regionalChannel Partner/ Reseller/ DistributorDedicated Proceive website for the Slovakian market, serving customers in Slovakia.
• AmazoncoreChannel Partner/ Reseller/ DistributorOfficial Proceive Amazon Store serving US customers who cannot order directly from the proceive.com website. Products available through Amazon marketplace.
• The Ribbon BoxstrategicGTM or Marketing PartnerContent partnership with The Ribbon Box for PCOS and fertility education. Includes guest blog posts on nutrition and supplements for trying to conceive with PCOS. Collaborative content reaching fertility-focused community.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Beli: Beli offers preconception vitamins for women and men, as well as prenatal and postnatal lines, marketed on clinical evidence and clean ingredients. Directly comparable to Proceive in couples-focused fertility nutrition and stage-specific SKU architecture.
• Pink Stork: Pink Stork is a US maternal wellness brand offering supplements for conception, pregnancy, postpartum, and breastfeeding. Comparable to Proceive in life-stage SKU architecture and content-led marketing, with a stronger female-empowerment brand voice.
• Eu Natural: Eu Natural is a US supplement brand with preconception, prenatal, and fertility-focused SKUs alongside a broader wellness range. Comparable to Proceive in fertility-adjacent product offering and clean-label positioning, though it serves a broader supplement portfolio rather than fertility exclusively.
• Theralogix: Theralogix develops fertility and prenatal nutritional supplements in collaboration with reproductive endocrinologists, marketed primarily through fertility clinics. Directly comparable to Proceive in HCP-recommended fertility nutrition, though it leans more on clinical-channel distribution than DTC.
• Needed: Needed is a US prenatal and women's nutrition brand offering expert-formulated supplements and education content for conception, pregnancy, and postpartum. Comparable to Proceive in premium positioning, content-led DTC model, and life-stage-specific product segmentation.
• Ovaterra: Ovaterra is a fertility-focused supplement brand with formulations targeting egg quality, sperm health, and conception support. Directly comparable to Proceive in fertility-specific niche positioning and premium DTC distribution.
• Bird&Be: Bird&Be is a Canadian fertility supplement brand offering stage-specific formulations for women and men trying to conceive. It is directly comparable to Proceive in product positioning (couples-focused, stage-specific, premium), though it serves North America rather than Ireland/UK.
• FullWell: FullWell is a US fertility supplement brand formulated by a registered dietitian, offering premium preconception, prenatal, and men's fertility products. Closely comparable to Proceive in category focus, evidence-based positioning, and DTC-first go-to-market.

Broad incumbents

• Ritual: Ritual is a US-based multivitamin and supplement brand with a dedicated prenatal line, marketed on clean ingredients and traceable supply. Comparable to Proceive as a broader supplement incumbent that has expanded into the prenatal/fertility category rather than specializing in it.
• Care/of: Care/of is a personalized vitamin and supplement brand offering a prenatal recommendation among its broader portfolio. Comparable to Proceive as a digital-first, broadly-positioned supplement brand rather than a fertility specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/Proceive
• YouTubeyoutube.com/@proceiveconceptionandfertility
• Facebookfacebook.com/Proceive
• LinkedInlinkedin.com/company/proceive
• Instagraminstagram.com/proceive
• TikToktiktok.com/@proceive?_t=ZN-8vDrSXIv21O&_r=1
• Pinterestpinterest.com/proceive

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 Affirm Health