Key highlights

• Industry focus: Fitness and wellness supplements infused with cannabinoids
• Products sold: Formulas for sleep optimization, athletic performance, recovery, and joint health
• Challenges: High-risk CBD status, unreliable payments, and processors with poor communication
• Solution: Bankful’s high-risk-friendly, fully supported payment gateway for Shopify
• Results: 60% increase in cart-to-purchase conversions and stable payment acceptance

Overview

Truth Blends, based in Milford, Connecticut, is a fitness and wellness supplement company specializing in innovative blends that fuse performance nutrition with cannabinoids. Their mission is rooted in sound science—after extensive market research into CBD, CBN, and CBG, they identified a clear gap in the market for supplements that support the endocannabinoid system alongside traditional fitness goals.

Their flagship products include:

• Sleep + CBN, designed to enhance sleep quality and recovery
• Amino + CBD, aimed at minimizing pre-workout crashes and lowering cortisol for better recovery
• Joint Support + CBD, supporting soft tissue health, mobility and inflammation reduction
• Truth Serum Preworkout, crafted for serious athletes seeking elevated energy, sharper focus, and improved blood flow

After extensive market research, the team discovered a major gap: athletes weren’t being offered products that supported their internal recovery systems at a deeper neurological level. With strong scientific backing behind cannabinoids for inflammation reduction, stress management, and sleep quality, they set out to build supplements that deliver real results—made with transparency, integrity, and clinically effective dosing.

Challenges

Even the best product can’t succeed when customers can’t pay for it.

Before Bankful, the brand cycled through multiple payment processors—each resulting in new headaches.

“We faced a lot of communication issues with a few different payment processors before finding Bankful. Trouble getting email responses back, as well as constantly changing payment fees, made it hard to lock our payment processing in with other companies.”

-Jack Belfonti, CFO at Truth Blands

Because of the CBD component in their products, the business was consistently labeled as high-risk, placing them in a category many processors refuse to support—especially when selling through Shopify.

The consequences were real:
● Transactions failed at checkout
● Customers were blocked from paying with credit cards
● Sales halted completely without notice

Not only did this damage revenue, but also customer trust. Shoppers assumed something was wrong with the brand—when in reality, the problem was the processor behind the scenes.

Solution

After testing several options, the founders chose Bankful because of its ability to support CBD-integrated wellness brands without friction or fear.

“Bankful’s communication was by far the most valuable aspect to us. Being a new business, it is great to be only a phone call away from getting assistance with any issue we run into, and Bankful has been exceptional in doing that. Another plus was how quickly we were able to get things set up; there were no long wait times or back and forth about an activation date, it was all very smooth.”

-Founders of Truth Blands

Bankful provided:
● A modern, high-risk-friendly gateway that integrates seamlessly with Shopify
● Clear setup guidance and fast activation
● A dedicated support team always available by phone

With Bankful, payment confidence finally matched the confidence they already had in their products.

Results

The shift was immediate—and transformative.

“Before Bankful, customers would message us saying they couldn’t check out. Now, we never see those messages anymore.”

Since launching Bankful’s processing:
● No more PayPal-only fallback
● No more surprise gateway shutdowns
● No more customers abandoning carts due to failed payments

The most impressive metric?

Their shopping-cart-to-purchase rate increased by more than 60%

That jump came solely from enabling customers to complete payments successfully.

“Bankful helped take our business from a young work-in-progress to a properly set-up and structured company.”

With reliable revenue flowing again, the brand can now focus on product expansion, stronger marketing, and scaling wholesale relationships—without worrying that their payment processor will hold them back.

Looking ahead

Truth Blends is only at the beginning of their journey — and with the right payment infrastructure finally in place, the path is wide open for growth, innovation, and broader market adoption. Their science-driven approach to supporting athlete wellness is setting a new standard in the supplement space, and we’re proud to be a part of that evolution.

If you haven’t already, be sure to explore and support this rising brand at TruthBlends.com. With new product expansions already in motion and a community of athletes rallying behind them, we can’t wait to see what’s next — and we’re excited to continue fueling their momentum every step of the way.