Proov

What Proov does

Proov (legal entity MFB Fertility, Inc.) is a Boulder, Colorado-based direct-to-consumer health technology company founded in 2016 by Dr. Amy Beckley, a PhD scientist who developed the first FDA-cleared at-home urine test measuring PdG (pregnanediol glucuronide) to confirm successful ovulation. The company's core product line centers on patented, FDA-cleared urine-based hormone test strips that track four key fertility hormones (FSH, E1G, LH, and PdG) across the full menstrual cycle, supported by the Proov Insight mobile app that delivers numerical results, an exclusive Progesterone Score, and personalized recommendations. Proov has expanded its portfolio beyond fertility into perimenopause hormone tracking (Proov Empower), male fertility testing through a bundled Yo sperm test integration, telehealth prescription services for Letrozole, Progesterone, and Metformin (fulfilled via Amazon Pharmacy), a 3-month Path to Pregnancy clinical program with reproductive endocrinologist Dr. Aimee Eyvazzadeh, and a suite of bioidentical progesterone and herbal hormone-support supplements.

The company operates a product-led, direct-to-consumer go-to-market via its owned e-commerce storefront at proovtest.com, supplemented by content marketing, a community-led Facebook group, Instagram, an affiliate program, and PR coverage in outlets including Forbes, the Wall Street Journal, and the Today Show. Pricing ranges from $13 for pregnancy tests to $99.99 for the complete cycle testing kit, with the clinical Path to Pregnancy program priced at $399 with an 8-month money-back guarantee. Distribution is global through US-warehouse shipping, with select European expansion enabled by a June 2021 CE mark and prescription services limited to the US. Proov is privately held and operated by co-founders Dr. Amy Beckley (CEO) and Ellen Schell (Co-founder), with disclosed funding of approximately $10.2 million across a $9.7M December 2021 round led by Hambrecht Ducera Growth Ventures, prior seed and accelerator rounds, a National Science Foundation grant, and a 2024 Colorado state grant, alongside a customer base of more than 50,000 couples served since 2017.

Name

Proov

Legal name

MFB Fertility, Inc.

Website

https://proovtest.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Proov (MFB Fertility, Inc.) is a Boulder, Colorado direct-to-consumer health technology company that sells FDA-cleared at-home urine hormone test kits measuring PdG and other fertility hormones, serving women trying to conceive, couples, and women in perimenopause through its Proov Insight app and telehealth partnerships.

Ownership category

akta.pro rank

Product category

At-Home Fertility Diagnostics

NAICS

In-Vitro Diagnostic Substance Manufacturing (325413)

SIC

In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection) (HLAHAOAF)

akta.pro secondary industries

Prenatal, Newborn & Reproductive Diagnostics (NIPT, IVF/PGT, newborn screening) (HLAAALAJ), Endocrinology & Reproductive Health Pharmaceuticals (incl. Women’s Health) (HLAIAAAJ)

Keywords

• At-home hormone testing
• Fertility test kits
• Ovulation tracking
• Perimenopause testing
• Hormone monitoring

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure, Supply Chain

Revenue model

1. Direct Product Sales (Test Kits): One-time purchase of at-home fertility and hormone test kits sold directly to consumers through e-commerce. Products include fertility tests, sperm tests, pregnancy tests, and accessory kits. Revenue from individual unit sales and bundles.
2. Supplement Sales: Recurring sales of hormone support supplements including Balancing Oil, Luteal Love, Boost, and bundled formulations. Natural progesterone support and herbal blends for cycle and hormone optimization.
3. Telehealth Prescription Services: Online prescription review service for fertility medications (Letrozole, Progesterone, Metformin) in partnership with Dr. Aimee Eyvazzadeh. Prescription fulfillment through Amazon. $75 per consultation with up to 3 refills.
4. Path to Pregnancy Clinical Program: 3-month at-home fertility treatment program ($399) combining test kits, prescriptions, and ObGyn guidance with 8-month money-back guarantee. Premium bundled service offering.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Proov develops and sells FDA-cleared, patented at-home urine-based hormone test kits (measuring FSH, E1G, LH, and PdG) paired with a free AI-powered companion app (Proov Insight) that delivers personalized cycle and hormone insights. The portfolio includes fertility tracking kits, perimenopause hormone tests, a couples fertility kit, a male sperm test, the F.A.S.T. Method Path to Pregnancy clinical program, telehealth prescription reviews, and hormone-support supplements, sold direct-to-consumer through proovtest.com.

Product overview

Proov is a direct-to-consumer health technology company offering at-home hormone testing and fertility support products for women throughout their reproductive lives — from fertility tracking and ovulation confirmation through perimenopause management. The core portfolio centers on FDA-cleared and CE-marked urine-based hormone test kits that measure FSH, E1G (estrogen marker), LH, and PdG (progesterone metabolite), used with a free Proov Insight companion app. The product line includes diagnostic kits (Proov Complete Fertility Testing System, Proov Confirm PdG Test, Proov Empower Hormone Tracker for perimenopause, Hers and His Advanced Fertility Test for Couples, Proov Predict & Confirm Kit), a clinical treatment program (Path to Pregnancy with Dr. Aimee's F.A.S.T. Method), a prescription review service, male fertility testing (Yo sperm test), and a suite of progesterone and hormone support supplements (Balancing Oil, Luteal Love, Balance Supplement Bundle, Hormone Boosting Supplement Bundle, Boost Fertile Mucus, Block Cycle Confusion). The company was founded in 2016 by Dr. Amy Beckley and is headquartered in Boulder, CO.

Differentiator

Problem solved

Functional benefit

Products and services

• Proov Complete Fertility Testing System An at-home full-cycle fertility test kit containing 20 test strips that measure all four critical fertility hormones (FSH, E1G, LH, and PdG) across the menstrual cycle, paired with the Proov Insight app for numeric results, Ovulation Score, and an actionable fertility report.
• Proov Confirm PdG Test Kit The first and only FDA-cleared at-home test that confirms successful ovulation by measuring PdG (progesterone metabolite) levels during the implantation window, packaged as a 5-test 1-cycle supply.
• Proov Empower Hormone Tracker An at-home hormone test kit for women 30+ experiencing perimenopause, measuring FSH, LH, E1G, and PdG four times per cycle to identify perimenopause stage and deliver personalized supplement recommendations via the Proov app.
• Hers and His Advanced Fertility Test for Couples A bundled at-home fertility test kit for couples including Proov Complete for her (ovarian reserve, fertile window, ovulation confirmation), the YO at-home sperm test for him (motile sperm concentration), and Proov Check pregnancy tests, with telehealth access to Posterity Health.

Quantifiable outcome

• 75% higher pregnancy rates when PdG levels are optimized during implantation window
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• WispcoreGTM or Marketing PartnerWisp is a telehealth partner offering DIY at-home fertility treatment kits including Proov and PherDal products. Fertility services expansion partnership offering affordable fertility medications ($99-$200) through telehealth consultations, significantly lower than traditional IUI ($200-$4,000) or IVF (up to $30,000).
• Dr. Aimee EyvazzadehcoreStrategic or Co-development PartnerBoard-Certified Reproductive Endocrinologist (The Egg Whisperer) partners with Proov for virtual fertility clinic services. Reviews Proov Progesterone Scores and provides prescriptions for Letrozole, Progesterone, and Metformin when medically appropriate. Developed F.A.S.T. Method Path to Pregnancy program.
• Posterity HealthminorStrategic or Co-development PartnerMale fertility telehealth partner providing expedited consultations for men with low sperm test results. Offers assessment of broader reproductive health for male partners of Proov users through optional telehealth visits.
• MIDI HealthminorStrategic or Co-development PartnerMenopause care partner connecting Proov Empower users with medical providers to review results and provide prescription medication support for perimenopause management.
• Amazon PharmacycoreChannel Partner/ Reseller/ DistributorPrescription fulfillment partner for fertility medications (Letrozole, Progesterone, Metformin). Medications filled through Amazon with insurance or self-pay options, typically $65 or less for 3-month supply.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mira: Mira sells at-home hormone and fertility test kits with a connected app and AI-based cycle analysis. Directly comparable to Proov in product (multi-hormone urine testing), target customer (TTC women), and GTM (DTC e-commerce), and is even head-to-head compared against Proov on Proov's own website.
• Inito: Inito provides at-home fertility monitors that measure multiple hormones (E3G, LH, PdG, FSH) from urine. It is a direct rival on the same four-hormone thesis and on Proov's own comparison content, serving the same trying-to-conceive customer with a connected app experience.
• Oova: Oova sells an at-home urine-based hormone test with AI-driven measurement of PdG and LH for ovulation and IVF cycle tracking. Overlaps with Proov on PdG confirmation, AI interpretation, and the fertility/perimenopause use case for women tracking cycles at home.
• Natalist: Natalist is a DTC women's reproductive health brand offering ovulation tests, pregnancy tests, and fertility supplements. Directly comparable as a DTC brand targeting TTC and perimenopause consumers with a similar product mix of tests plus supplements.
• Premom: Premom is a fertility tracking app paired with ovulation test strips and quantitative reader devices. Overlaps with Proov on cycle-tracking app plus at-home ovulation testing for TTC women and competes for the same product-led-growth consumer.

Broad incumbents

• Modern Fertility (Ro): Modern Fertility offers at-home hormone tests for women, now operating under Ro with significantly more capital and a broader men's and women's health portfolio. Comparable on hormone testing for fertility/perimenopause but at greater scale and with a wider product catalog.
• Clearblue: Clearblue is the established mass-market leader in ovulation and pregnancy test sticks. It overlaps with Proov on pregnancy (hCG) and ovulation (LH) testing but competes primarily on accessibility, price, and retail distribution rather than the multi-hormone AI-based positioning.
• Everlywell: Everlywell is a major DTC at-home diagnostics platform offering hormone, fertility, and women's health test kits. Comparable on DTC e-commerce of diagnostic tests but operates much more broadly across categories (thyroid, STI, food sensitivity, etc.) with greater scale.
• LetsGetChecked: LetsGetChecked offers at-home diagnostic tests (including fertility and hormone panels) with telehealth follow-up. Comparable on the at-home diagnostics + telehealth combination, though it operates across many conditions at greater scale than Proov.

Emerging players

• Needed: Needed is a DTC nutrition brand focused on fertility, pregnancy, and postpartum supplements. Overlaps with Proov on the supplement and TTC customer segment, but emphasizes practitioner-formulated nutrition rather than diagnostic testing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groups/121476308499019
• Instagraminstagram.com/proovtest
• Xx.com/proovtest

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds6 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proov