Elmer Heinrich’s net worth is estimated at between $10 million and $75 million as of 2026. There is no exact public figure because every company he owns is privately held, and private American companies do not publish audited accounts or file reports with the SEC. So the honest answer is a range, not a single number.
What can be pinned down is how the money was made. Heinrich, known to his customers as Mr. H, founded Liquid Assets, Inc. in 1983 and created Immuno 150, a plant-derived mineral supplement sold in 27 countries. At 92, he still runs the business as its president and CEO.
This article breaks down what the estimates rest on, where the money comes from today, and which parts of the story are verified fact.
What is Elmer Heinrich’s net worth in 2026?
The estimate sits between $10 million and $75 million. The gap is wide because the inputs are indirect. Valuing a private founder means working from signals: how much product the company appears to sell, what it charges, how many markets it operates in, and what hard assets it holds. In Heinrich’s case those signals include more than 40 years of continuous supplement sales, distribution in 27 countries, a manufacturing operation in Oklahoma, and ownership of a plant mineral mine in Utah.
Read the range like this. The low end of $10 million treats the business conservatively, counting mostly hard assets and steady but modest sales. The high end of $75 million assumes strong margins on decades of direct-to-consumer selling, which is realistic for a brand that makes its own product and sells it straight to repeat customers. A middle figure in the $40 to $55 million band is the most common working estimate, but no number in that range has ever been confirmed by any audit or filing.
The number is also a moving target. The business keeps selling in nearly 30 markets, the founder keeps advertising on national television, and nothing about the company suggests it is winding down. Barring a sale of the business, which would finally put a real price on it, the estimate will stay a range for as long as the company stays private.
Quick facts
| Full name | Elmer G. Heinrich |
| Born | March 9, 1934, in Grinnell, Kansas |
| Age | 92 (as of 2026) |
| Known for | Immuno 150 and plant-derived mineral supplements |
| Main companies | Liquid Assets, Inc. and its Exceptional Health Products division |
| Net worth | $10 million to $75 million (estimate, not verified) |
| Spouse | Shirley Heinrich, co-principal of Liquid Assets, Inc. |
Who is Elmer Heinrich?
Elmer G. Heinrich was born on March 9, 1934, in Grinnell, a small farm town in western Kansas. He grew up in hard rural conditions during the Depression years, studied at Fort Hays State University, and spent his early working life a long way from the health industry, in insurance, drilling, and manufacturing.
He goes by Mr. H in his company’s ads and on its packaging. He runs the business with his wife, Shirley, who is a principal of Liquid Assets alongside him. He has also written two books on minerals and nutrition, The Root of All Disease and The Untold Truth, both built on his central idea: modern farm soils have lost trace minerals, so modern food carries fewer of them, and supplements can fill that gap.
How Elmer Heinrich made his money
The fortune was built across six decades and at least eight companies. The supplement business gets the attention, but the earlier ventures supplied the capital and the operating skill that made it possible.
Heinrich started in life insurance and set records in his rookie year, insuring 412 lives and writing $7 million in policies, before running state sales for Centennial Life Insurance Company. From there he moved into oil and gas with S&H Drilling Company, then into manufacturing as president and chairman of The Hotsy Corporation, a Denver maker of industrial pressure washers, and Citation Manufacturing in Arkansas. He also ran the Robo Car Wash Company.
The turning point came in 1978, when he moved to Tulsa, Oklahoma and founded The Rockland Corporation, building a 76,000 square foot plant to make, bottle, and distribute nutritional supplements. Owning the factory mattered. It gave him control over cost and quality for everything that came after.
In 1983 he founded Liquid Assets, Inc. in Oklahoma, with Exceptional Health Products as its consumer-facing division. In the mid-1980s the company opened a plant mineral mine in Utah, working an ancient deposit of mineral-rich plant matter. That mine supplies the raw material for SenTraMin, the 70-mineral blend that has since been sold in 27 countries and forms the base of Immuno 150.
Along the way he owned ventures in seven countries, including a chemical company, a travel agency, a nutrition business in the Philippines, and Hospital Santa Monica, a treatment hospital in Rosarito, Mexico, that operated for more than six years. Not every venture was a supplement play, but nearly every one taught him something about selling direct to ordinary people, which is exactly how his flagship product is sold today.
The pattern behind the money: own the source, own the factory, own the customer. Heinrich controls the mine, the manufacturing plant, and the direct sales channel, which is rare in the supplement business and keeps margin at every step.
Immuno 150: the product behind the fortune
Immuno 150 is a daily supplement that packs about 150 ingredients into a five-capsule serving: 70 plant-derived minerals plus 80 vitamins, amino acids, fatty acids, and antioxidants. Exceptional Health Products sells it direct through the official Immuno 150 site, alongside authorized listings on Amazon and Walmart, and promotes it heavily through television and radio ads across the United States.
The operation runs out of Broken Arrow, Oklahoma, a suburb of Tulsa, where the company handles orders, returns, and its monthly auto-ship program. It is a lean setup for a brand with an international footprint, and lean operations are usually a sign of healthy margins.
Direct selling is the quiet engine of the wealth here. Customers buy month after month, many on auto-ship, which turns a one-time sale into predictable income. And because the company mines its own raw material and bottles the product in its own plant, more of each dollar stays in the business than it would for a brand that outsources everything.
One point of context matters for any reader weighing the product itself. Like every dietary supplement sold in the United States, Immuno 150 is regulated as a food, not a medicine, and its health claims are not reviewed or approved by the FDA before sale.
Why there is no exact net worth figure
Every Heinrich company is private. Private American companies file no public accounts, publish no revenue, and answer to no outside shareholders, so no document exists anywhere that states what Liquid Assets earns or what its founder personally owns. That is normal, not suspicious. Most family businesses in the United States work exactly this way.
An exact figure would need three things nobody outside the company has: audited revenue, the company’s debts, and Heinrich’s personal holdings outside the business, from real estate to investments. Without those, the responsible answer stays a range. The takeaway to carry with you is simple: Heinrich is a self-made multimillionaire whose wealth most likely sits somewhere in the tens of millions, and any figure more precise than that cannot be checked.
Books, awards, and other income
The supplement company is the main event, but not the only stream. Heinrich’s books, The Root of All Disease and The Untold Truth, bring in modest sales and, more importantly, work as marketing for the minerals themselves. He still gives interviews, including a 2024 podcast appearance at age 90, and he holds listings in Who’s Who in American Inventors and Who’s Who in American Finance and Industry.
None of these side streams moves the needle much against the supplement revenue. They matter because they keep the founder visible, and a visible 92-year-old founder is itself an asset for a brand built on trust and longevity.
Frequently asked questions
How old is Elmer Heinrich?
He is 92. He was born on March 9, 1934, in Grinnell, Kansas, and turned 92 in March 2026. He still serves as president and CEO of Liquid Assets, Inc. and its Exceptional Health Products division.
Is Elmer Heinrich still alive?
Yes. As of 2026 he is alive and active in his businesses, still giving interviews and appearing in his company’s marketing. Several unrelated men named Elmer Heinrich have died in recent years, which causes some confusion in search results.
What is Elmer Heinrich’s main source of wealth?
Plant-derived mineral supplements, above all Immuno 150, sold direct to consumers and in 27 countries through Liquid Assets, Inc. Earlier wealth came from insurance, oil and gas drilling, and manufacturing companies he owned or ran.
Is Elmer Heinrich’s net worth officially confirmed?
No. His companies are privately held, so there are no audited accounts or SEC filings to check. The $10 million to $75 million figure is an estimate built from indirect signals like sales footprint, pricing, and assets.
What is Immuno 150?
A daily nutritional supplement made by Exceptional Health Products. Each five-capsule serving contains 70 plant-derived minerals and 80 other nutrients, including vitamins, amino acids, and antioxidants. It is a supplement, not a medicine, and is not FDA-approved.
Conclusion
Elmer Heinrich’s net worth is best understood as a range: $10 million to $75 million as of 2026, most likely somewhere in the middle of it. The money came from a supplement business that has run for more than 40 years and controls its own mine, its own factory, and its own customers, funded by earlier wins in insurance, drilling, and manufacturing. Trust the range, treat any exact figure as unverified, and you have the accurate picture.
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