Naturally Complementary is an online directory and information hub focused on complementary and alternative medicines (CAMs) for animals. It helps pet owners explore holistic therapies and find practitioners, products, learning opportunities, and information in one place. Its worldwide directory includes animal CAM practitioners, schools and training courses, products and shops, associations, events, and classified advertisements. Owners can use the site to search for a practitioner, learn about different therapies and remedies, and access guidance on choosing a practitioner for their pet.

The website also serves practitioners, veterinarians, students, schools, course providers, businesses, associations, and event organisers. These groups can find referral connections and information about listing practices, services, courses, products, and events, with free or paid listing options available. Naturally Complementary provides a bookshop featuring animal CAM titles, along with articles, peer-reviewed research, blogs, forums, success stories, treatment videos, practitioner interviews, and downloadable resources. A free e-book introduces animal CAMs, therapies, and remedies. Together, these listings and educational resources connect people interested in holistic approaches to animal health.