Storbie
Founded 2007 · 16 employees on LinkedIn · 1 known investors
Storbie provides an integrated retail and engagement platform that helps community pharmacies and veterinary practices build an online presence, connecting them with industry groups and suppliers. The platform supports showcasing products and services, managing appointments, and promotion, with a stated focus on small businesses in New Zealand, Australia, and the United States.
Also known as Smallfish
Founders & leadership
Storbie was founded in 2007 by Shane Bartle.
Investors · 1
Company profile
researched Aug 2026Storbie operates a cloud software platform for community pharmacies and veterinary practices, marketed as a "Pharmacy Operating Cloud" that combines patient intake, appointment bookings and online retail in a single workflow. The platform connects these local care businesses with industry groups and suppliers, and is organised into four solution areas: Retail+ (omnichannel commerce with over-the-counter products in one checkout), Care+ (flexible booking, multi-resource scheduling and messaging), AI+ (intake, triage and guided navigation with guardrails), and Group Cloud (multi-store marketplace, routing and analytics).
Feature coverage includes an ecommerce storefront, point-of-sale integrations that sync stock, pricing and orders, self-service patient booking with reminders, HIPAA-ready secure forms for prescription refills and clinical information, a supplier-maintained product content library spanning tens of thousands of pharmacy products, marketing tools such as automated promotions and scheduled social posts, seasonal health campaign content templates, click-and-collect, PPC advertising support, and an analytics dashboard. Group customers can run a unified brand website and aggregated ecommerce across multiple locations while retaining local pricing, stock and location-aware booking routing. The company positions the platform around operational outcomes such as reduced no-show rates, higher average order value and less manual reconciliation.
Founding story
The company was founded in 2007 in New Zealand under the name Smallfish by a group of founders led by Shane, then a Principal Consultant at Microsoft, who had been receiving repeated requests from friends to build online shops. He concluded that building an ecommerce site and attracting customers was impractical for non-technical owners without significant funds, and envisioned a system anyone could use to run a standalone store supported by a network of marketplaces that would expose those stores to customers. He recruited a designer, Tim, and subsequently a broader team to build the product.
Business model
B2B SaaS sold to pharmacies, veterinary practices and multi-site pharmacy groups, with the platform delivered as a hosted website and commerce/booking system; the company also works with buying groups, industry bodies, POS vendors and fulfilment and application integration partners.
Traction
Public proof points include a case study of Buena Vista Drug booking more than 500 vaccinations at a single pharmacy in one flu season, and the company states 100% POS sync accuracy with real-time inventory and zero manual reconciliation, plus 24/7 patient coverage for information, bookings, refills and Q&A. A third-party directory lists the company at seed stage with one disclosed investor, Alt Ventures.
Latest developments
Storbie's current positioning centres on the "Pharmacy Operating Cloud", adding AI-assisted intake, triage and patient Q&A grounded in whitelisted content, alongside multi-store orchestration through Group Cloud. In the United States it operates as a RedSail Technologies preferred provider with PioneerRx and NRx integrations live and RxLocal and BestRx integrations announced as coming.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Storbie targets the niche of digital enablement for independent community pharmacies and veterinary practices, a segment it describes as constrained by supply chain complexity and limited resources in an increasingly digital-first market. A third-party startup directory categorises it in healthcare and digital health at seed stage with a B2B SaaS model, listing Stedi, Vetcove, Stotles, Petabyte and Stord as similar companies.
The platform bundles ecommerce, service scheduling, secure clinical forms and AI patient support in one system tailored to pharmacy workflows, with direct POS synchronisation, a unified checkout for services and over-the-counter products, a supplier-maintained product content library, and group-level capabilities for multi-store marketplaces and location-aware booking routing.
Technology
The platform integrates with major pharmacy point-of-sale systems in New Zealand and Australia, and with PioneerRx and NRx in the United States, keeping stock, pricing and orders synchronised automatically. Services and products share a single basket and payment, so mixed bookings are processed in one transaction. An AI assistant answers patient questions, drawing responses only from the pharmacy's website and whitelisted content with guardrails for accuracy and compliance. Other components include HIPAA-ready secure online forms, enterprise-grade hosting and privacy-aligned practices, multi-location booking routing that suggests the nearest alternative location or time slot, and an analytics dashboard.
Go-to-market
Storbie markets directly through its website with demo requests and works through partnerships with the POS systems, fulfilment providers, buying groups and industry bodies its customers already use. In the United States it is presented as a RedSail Technologies preferred provider, with integration to PioneerRx and NRx and further integrations to RxLocal and BestRx described as coming. Customer case studies, such as Buena Vista Drug's flu-season vaccination bookings, are used as proof points.
Independent community pharmacies, pharmacy groups operating multiple locations, and veterinary practices, together with the industry groups and suppliers that serve them.
Geography
New Zealand, Australia and the United States; POS integrations are described for major New Zealand and Australian pharmacy systems, and a separate US site covers PioneerRx and NRx integrations and HIPAA-ready forms.
History
Smallfish launched as a store builder aimed at small businesses and cottage industry, but larger businesses adopted it as well, prompting the product to be rebuilt to support stores with thousands of products and high order volumes while remaining simple to use. An influx of overseas enquiries led to a rebrand to Storbie to match the evolved product and the launch of a global platform. The company subsequently focused on community pharmacies and veterinary practices, and now markets a pharmacy-specific operating cloud including AI-assisted workflows, with a dedicated United States offering.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsStorbie is presented as a RedSail preferred provider, with automatic syncing to PioneerRx inventory and pricing and NRx integration; RxLocal and BestRx integrations are described as coming soon. Endorsement quote from Josh Howland, President, Pharmacy Software, RedSail Technologies.
The company rebranded from Smallfish to Storbie to align with the evolved product and the launch of a global platform following overseas enquiries.
Founded in 2007 in New Zealand under the name Smallfish, offering a simple, low-cost online store builder for small businesses; the product later scaled to support stores with thousands of products.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 6
primary sources listed
- Storbiestorbie.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Storbie do?
- Storbie is a SaaS platform for community pharmacies and veterinary practices covering websites, ecommerce, bookings and AI assistance.
- Who founded Storbie?
- Storbie was founded by Shane Bartle in 2007.
- Who are Storbie's investors?
- Storbie's investors include Alt Ventures.