Jigsaw Health

Natalie Ochoa, President

Putting the Person behind the Product First

I joined Jigsaw Health in 2010 and have had the opportunity to grow alongside the company, ultimately becoming president in 2025. What drew me to this industry, and what has kept me passionate about it, is the ability to create products that can make a tangible difference in how people feel every day.

My background in finance and economics taught me to think analytically, while my education as a Certified Holistic Health Coach deepened my understanding of the individual nature of wellness. Together, those perspectives have shaped how I lead: we pay close attention to the science, the business fundamentals and, most importantly, the person taking the product.

At Jigsaw Health, our mission is “It’s fun to feel good.” That may sound simple, but it reflects a serious commitment. We want to remove confusion from supplementation and develop products that are thoughtfully formulated, easy to understand and capable of delivering meaningful value. After more than 15 years in this industry, I have learned that sustainable growth comes from staying curious, listening closely to customers and never allowing marketing to get ahead of the product.

Proving Quality beyond the Label

Consumers have access to more health information than ever before, but more information does not always create greater clarity. They are navigating scientific research, influencer recommendations, product reviews, conflicting health advice and increasingly sophisticated marketing, all at the same time.

The supplement industry also has a wide range of quality standards. Two products may appear similar on the front of the label while differing significantly in ingredient form, dosage, manufacturing practices, testing and overall formulation. Consumers are right to be skeptical, particularly when brands make bold promises without giving them enough information to evaluate those claims.

Earning confidence requires more than saying a product is “high quality” or “science-backed.” Those phrases have become nearly meaningless unless a company can explain what they actually mean. Brands need to show why an ingredient was selected, whether it is provided at a meaningful dose, how the finished product is tested and what evidence supports its intended use.

Trust is difficult to earn and remarkably easy to lose. We approach it as something that must be demonstrated consistently, not something we are automatically entitled to because we created a good label or marketing campaign.

A Purpose-First Approach to Formulation

Our product-development process begins with a specific need, not with a trend or a list of popular ingredients. We first ask what problem we are trying to help address and whether a supplement can provide legitimate value. From there, we evaluate the available research, the appropriate ingredient forms and the dosages necessary to create a purposeful formula.

Ingredient form matters because the number printed on a Supplement Facts panel does not tell the entire story. Bioavailability, tolerability, complementary nutrients and delivery methods can all affect the consumer’s experience. We are willing to use more specialized ingredients or delivery technologies when they offer a meaningful advantage.


MagSRT® is a good example. It provides 500 milligrams of elemental magnesium from Albion® dimagnesium malate using an eight-hour sustained-release delivery technology. The finished product has also been evaluated through clinical research and independently verified by ConsumerLab. Formulation, ingredient selection, delivery and validation all work together.

No supplement is right for every individual, and responsible companies should acknowledge that. Our goal is to make each product’s purpose clear and provide enough credible information for consumers and healthcare practitioners to make informed decisions.

Quality as a Commitment, Not a Checkpoint

Quality is not a department or a final checkpoint; it has to be part of every decision, from sourcing and manufacturing through labeling and customer support. We work with qualified manufacturing partners, maintain rigorous quality systems and test our products to confirm identity, potency and purity.

Transparency also means communicating in a language people can understand. Consumers should not need a chemistry degree to determine what they are buying. We try to explain why a nutrient form was chosen, what differentiates the formula and what the product is designed to do.

Education is particularly important because supplements do not exist in isolation. A product may support someone’s health, but it does not replace a nutritious diet, appropriate medical care or the other fundamentals of wellness. We want our customers to have realistic expectations and useful information, even when that requires a more nuanced message than the marketing shortcut.

Long-term trust is built through repeated proof: the product is consistent, the label is accurate, the company answers questions honestly and the customer receives real support when needed. We are fortunate to have an NPS of 83 and a strong base of repeat customers, but we view those results as a responsibility to keep earning their confidence.

Creating Products that Earn Their Place

MagSoothe® is a strong example. Consumers were increasingly looking for support with sleep and relaxation, but the category was crowded with products built around sedating ingredients or oversized promises. We wanted to take a more thoughtful approach centered on magnesium and complementary nutrients while creating an enjoyable nightly routine.

The challenge was not simply making another flavored magnesium powder. We needed to balance ingredient forms, meaningful dosages, taste, mixability and digestive tolerance without compromising the purpose of the formula. Those requirements often compete with one another, and solving them requires considerable testing and refinement.

We then invested in a four-week sleep study involving 65 adults who wore Oura Rings, giving us both self-reported and wearable data. Participants experienced a 17 percent improvement in sleep and a 34 percent reduction in stress during the study.

The process took more time and investment than following the latest sleep trend, but it reflects how we want to innovate. We identify a real consumer need, develop a differentiated product and then look for credible ways to evaluate whether it delivers the value we intended.

Pairing Innovation with Discipline

Start by becoming comfortable with what you do not know. Nutrition science is constantly evolving, and the most responsible professionals remain curious rather than treating every new study or every popular health trend as a final answer.

It is also important to understand the consumer beyond the transaction. People are not simply buying vitamins or minerals; they are often looking for more energy, better sleep, improved performance or the ability to feel like themselves again. Listen carefully to those goals, but resist the temptation to promise more than the evidence supports.

Professionals entering this industry should learn to operate at the intersection of science, quality, regulation, communication and empathy. A scientifically sound product can still fail if consumers do not understand it. A compelling product story can create short-term sales, but it cannot compensate for weak formulation or inconsistent quality.

Finally, take the long view. Personalized wellness will create exciting opportunities, but it will also demand greater precision and accountability. The companies and professionals who make the greatest contribution will be those who pair innovation with discipline and remain willing to earn trust in one product, one claim and one customer at a time.