Felix Kleine is co-founder of Health Routine. Natural health products. €20 million annual revenue. Over 300,000 customers in the DACH region and the UK. Meta Ads are one of the most important marketing channels. And with that a problem anyone who runs six-figure ad budgets knows: hundreds of comments under the ads, and no one to answer them fast enough.
Since early 2025 all comment management has been handled through replient.ai. "The effort has been reduced 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 take care of the rest. "A no-brainer for every e-com brand," says Co-Founder Felix Kleine.
The company: Health Routine
Health Routine sells natural health products, from their bestseller, the Nail Care Pen with tea tree oil and vitamin E, to supplements like Arthro Complete and omega-3 capsules, up to specialized Migra Relief. The products are developed in collaboration with doctors and pharmacists and manufactured in Austria. They are primarily sold through the company's own Shopify store (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
Who invests six-figure budgets in Meta Ads every month not only generates clicks and conversions, but also comments. Many 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). Unanswered? Lost revenue.
"It was always quite a big effort to find someone who would, at best, take care of these comments several times a day," says Felix. "These comments often have a big impact on ad performance."
The core problem for Health Routine was not the existence of the comments, but speed and consistency. Respond quickly enough before the algorithm penalizes the ad. Respond consistently enough so the brand voice is right. And do this across multiple advertising platforms.
The solution: replient.ai in action
At the end of 2024 Felix came across replient.ai. "I thought the idea behind the tool was extremely strong from the start." After a test it was clear: this will be 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:
- An employee opens the tool in the morning and evening
- AI reply suggestions: For each comment the AI provides several suitable response options, trained on Health Routine's brand voice
- Auto-blocking: Spam, scam links and toxic comments are automatically detected and hidden
- Approval with a click: The employee reviews, selects and confirms
Felix Kleine, Co-Founder Health Routine, on replient.ai
The results
The numbers speak for themselves:
"The effort has roughly gone from 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 changed specifically
- 90% less time required, 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 multiple times. His assessment is direct:
"I'm actually surprised no one thought of developing a tool like this before. It's so simple and yet so brilliant. One of those tools where I'd say it's a no-brainer for any e-com brand."
Felix Kleine, Co-Founder Health Routine
And one more detail that builds trust: Felix mentions ongoing development. "You can see how the whole thing continuously evolves. You can also provide input yourself on which features would be cool." This is not a tool that was built once and then left alone. 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 does not want to allocate even half a position just for comments. That Felix not only uses the tool himself but actively recommends it 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. Previously comment management was a full-time task that had to be done several times a day. Today one employee checks 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 expressly recommends the tool for any e-commerce brand that runs its own ads. "You can save a lot of time, a lot of effort, and it's simply much easier than having one person handle everything manually all the time." Automation pays off starting at 50 comments per day.
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 response suggestions and automatically hides spam.
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