I've done some very quick googling.
The site itself does appear genuine with multiple locations and apparently in-person consulting. I.E. They don't mail the hormones out.
They have physicians and nurses on staff to review mandatory blood tests which review hormone levels, thyroid, B12 and PSA for men. I would have liked them to review liver functionality levels as well, but those tests are very expensive.
BHRT is somewhat of a popular thing now and searching on that shows that there are many sites that offer a similar set of procedures.
The administration of the HRT consists of regular injections and subcutaneous pellet injections. These are in line with current administration of long-term HRT using conventional means.
I have no idea of the true effectiveness of BHRT. I have not seen any FDA sponsored studies about BHRT. From that site and others they claim that the bio-identical hormones are superior because they come from natural sources, "like plants" not synthesized or modified by drug companies.
Personally that throws a big red flag. My feelings about plant based HRT is that you cannot guarantee the same level of strength and concentration unless you process the source material the same way source material is processed from classic hormones. Yes, I know where Premarin comes from. There is a certain squeamish factor about that but it has been shown to be efficacious.
Also this particular site and the others I took a quick look at do not have any information regarding their procedures and transsexuals. Make sure that they are aware of that up front if they aren't already. Birth gender makes a difference in administration of hormones along with other factors, like health background and habits. They don't appear to be gender savvy.
Overall, it looks to be genuine and not a rip off. It appears that they are trying to appeal to the boomers as they (we) move into the golden years and are offering improved vitality and good health (without the effort of actually working out).
Damian, other than the bio-identical vs big-bad-drug-companies-synthetic and their visible lack of trans support, I would think that it is not a bad thing to try.
If you have no other way of getting medical support then it is probably ok. But if they truly are trans clueless you will be somewhat on your own to decide your path to masculinization.
If I had a traffic signal I would give this idea a solid yellow.
-Sandy