Health Routine x replient.ai: 90% less effort in comment management

Felix Kleine is co-founder of Health Routine. Natural health products. €20 million in annual revenue. Over 300,000 customers across the DACH region and the UK. Meta Ads are one of the most important marketing channels. And with that comes a problem familiar to anyone running six-figure ad budgets: hundreds of comments under the ads, and no one to answer them fast enough.

Since early 2025, all comment management has run through replient.ai. „The effort has dropped from 100% to 10%,“ says Felix. Here is the story behind it.

TL;DR: Health Routine – one of the largest D2C health brands in the DACH region – saves 90% of the effort in ad comment management with replient.ai. One employee checks the tool in the morning and evening. AI reply suggestions and automatic hiding handle the rest. „A no-brainer for any e-commerce brand,“ says co-founder Felix Kleine.

The company: Health Routine

Health Routine sells natural health products – from its bestseller, the Nail Care Pen with tea tree oil and vitamin E, to supplements like Arthro Complete and omega-3 capsules, all the way to specialized Migra Relief. The products are developed in collaboration with doctors and pharmacists and produced in Austria. They are sold primarily through the company's own Shopify shop (healthroutine.de), Amazon and pharmacies such as Shop Apotheke.

With over 2,900 reviews on Trustpilot (4.2 out of 5 stars) and a 365-day money-back guarantee, Health Routine has established itself as a trusted brand in the European health D2C market.

Industry	D2C Health & Supplements
Annual revenue	~€20M
Markets	DACH + UK (EU-wide)
Main channel	Meta Ads (Facebook & Instagram)
replient.ai since	Early 2025
Result	90% less effort

The challenge: ad comments as a blind spot

Anyone investing six-figure monthly budgets in Meta Ads generates not just clicks and conversions – but also comments. Lots of comments. Product questions, price inquiries, shipping questions, praise, criticism, spam. The problem: these comments directly affect ad performance. 34.7% of all comments under ads contain a direct purchase intent (replient.ai Blog). Left unanswered? Lost revenue.

„It was always quite a big effort to find someone who would ideally take care of these comments several times a day,“ says Felix. „In many cases, these comments have a major impact on ad performance.“

The core problem for Health Routine was not the existence of the comments – but speed and consistency. Responding fast enough before the algorithm penalizes the ad. Responding consistently enough to keep the brand voice right. And doing this across multiple advertising platforms.

The solution: replient.ai in action

In late 2024, Felix came across replient.ai. „I found the idea behind the tool extremely strong right from the start.“ After a test, it was clear: this would become the standard workflow.

Since early 2025, all of Health Routine's comment management has run through replient.ai – not only for Meta Ads, but also for other advertising platforms. The workflow is simple:

• One employee opens the tool in the morning and evening
• AI reply suggestions: For each comment, the AI provides several suitable reply options – trained on Health Routine's brand voice
• Auto-blocking: Spam, scam links and toxic comments are automatically detected and hidden
• Approval with one click: The employee reviews, selects and confirms

The results

The numbers speak for themselves:

„The effort has dropped from roughly 100% to 10%. It's a fraction of what it used to be, simply because the AI saves so much time.“

– Felix Kleine, Co-Founder Health Routine

What specifically changed

• 90% less time spent – from a full-time task to two short sessions per day
• Automatic hiding of spam and toxic comments – without manual intervention
• Consistent brand voice – the AI learns from existing replies and the Health Routine website
• Multi-platform: Meta Ads and other advertising platforms in one dashboard

Automate comment moderation: How AI moderation works in 2026

Why it's a no-brainer for e-commerce brands

Felix has since recommended replient.ai several times. His assessment is direct:

„I'm actually surprised that no one ever came up with the idea of building a tool like this before. It's really so simple and yet so brilliant. One of those tools where I'd say it's a no-brainer for any e-commerce brand.“

– Felix Kleine, Co-Founder Health Routine

And one more detail that builds trust: Felix mentions the ongoing development. „You can tell how the whole thing keeps evolving. You can also bring in your own input on which features would be cool to have.“ This isn't a tool that was built once and then left to sit. It's a product that grows with its users.

For us at replient.ai, this feedback is especially valuable. Health Routine is exactly the kind of customer we built the tool for: a fast-growing e-commerce brand that scales with Meta Ads and doesn't want to dedicate even half a position just to comments. The fact that Felix not only uses the tool himself but actively recommends it – that shows the benefit is real.

The numbers in context

Health Routine is not the only case. The results line up:

Customer	Industry	Result
Health Routine	D2C Health	90% less effort
Zauberfein	E-commerce Cleaning	+54% conversion rate, +48% ROAS
SNOCKS	D2C Fashion	0.5 FTE saved, 300+ comments/day

Zauberfein case study: +54% conversion rate through comment management

Frequently asked questions

What does Health Routine do?

Health Routine is an Austrian D2C brand for natural health products. The range includes care products like the Nail Care Pen and supplements like omega-3 capsules and Vitamin D3+K2. The products are produced in Austria and sold primarily through its own shop, Amazon and pharmacies. Annual revenue: around 20 million euros.

How much time does Health Routine save with replient.ai?

90% of the previous effort. Before, comment management was a full-time task that had to be done several times a day. Today, one employee reviews the AI suggestions in replient.ai in the morning and evening – the rest runs automatically. „It's a fraction of what it used to be,“ says co-founder Felix Kleine.

Which platforms does Health Routine use replient.ai for?

Primarily for Meta Ads (Facebook and Instagram), but also for other advertising platforms. replient.ai supports six platforms in total: Facebook, Instagram, TikTok, LinkedIn, YouTube and Google Reviews – all in one dashboard.

Is replient.ai only for big brands?

No. Health Routine generates 20 million euros in revenue, but Felix explicitly recommends the tool for any e-commerce brand that runs its own ads. „You can save a huge amount of time and a huge amount of effort, and it's simply much simpler than having one person do the whole thing manually all the time.“ Automation pays off from 50 comments a day onwards.

Your comment management on autopilot

Health Routine generates 20 million euros in revenue and has reduced the effort for comment management by 90%. Not by hiring more staff, but by using a tool that provides AI reply suggestions and automatically hides spam.

Want to see how this works for your brand? Start for free now – 14 days free trial.