Natalist
Natalist is a US-based direct-to-consumer brand selling clean-label, subscription-based fertility and pregnancy supplements targeted at women trying to conceive. Founded in 2018 and acquired by Everly Health in October 2021.
- Company typePrivate
- Founded2018
- HeadquartersCharleston, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Natalist does
Natalist is a US-based direct-to-consumer fertility and pregnancy wellness brand founded in 2018 by Halle Tecco. The company designs and sells clean-label fertility supplements and related wellness products targeted at women trying to conceive, addressing infertility driven by stress, obesity, delayed parenthood, and environmental factors. Its core offering is personalized, science-backed nutraceuticals distributed through a subscription-based DTC model marketed via digital channels and content marketing to a vertically segmented audience of women in the conception journey.
The business operates on a subscription-recurring revenue model, shipping supplements directly to consumers through online self-serve channels. Natalist identified as a key market player alongside Fairhaven Health and Bird&Be in the fertility supplements category. The company raised a single $5 million seed round in October 2019 led by Cowboy Ventures, with participation from Collaborative Fund, Rock Health Capital, Fuel Capital, Springbank Collective, and Xfund.
In October 2021, Natalist was acquired by Everly Health, the at-home diagnostics platform, ending independent operations. The brand continues to operate under Everly Health's portfolio. Founder Halle Tecco subsequently co-founded Cofertility, continuing work in the fertility space, and teaches digital health investing courses at Columbia Business School and healthcare innovation at Harvard Medical School. Natalist's current scale and product cadence are subsumed within Everly Health's portfolio strategy rather than reported independently.
Natalist firmographics
Firmographics- Name
- Natalist
- Legal name
- Natalist
- Website
- https://natalist.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Natalist is a US-based direct-to-consumer brand selling clean-label, subscription-based fertility and pregnancy supplements targeted at women trying to conceive. Founded in 2018 and acquired by Everly Health in October 2021.
- Ownership category
- akta.pro rank
Natalist industry classification
Industry- Product category
- Fertility and Prenatal Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Prenatal, Postpartum & Fertility Nutrition (HSADAFAK)
- akta.pro secondary industries
- Fertility & Ovulation Products (OTC) (CRABAIAK), Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ)
Keywords
Where Natalist is headquartered
LocationHeadquarters
- HQ city
- Charleston
- HQ country
- United States
- HQ region
- North America
Markets served
Natalist business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Subscription-based DTC supplement sales: Natalist operated a direct-to-consumer subscription model selling clean-label, personalized fertility supplements. Following acquisition by Everly Health in October 2021, the brand continues to serve the fertility wellness market.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Natalist product offering
Product offeringCore offering
Natalist sells clean-label fertility supplements, prenatal nutrition products, and conception wellness items directly to women trying to conceive through a subscription-based e-commerce model. The product line is centered on at-home fertility care and personalized supplement regimens designed to support egg quality and prenatal health. Following its October 2021 acquisition by Everly Health, the brand continues to serve the fertility wellness market under Everly Health's portfolio.
Differentiator
Problem solved
Functional benefit
Products and services
- Natalist Fertility Supplements Clean-label fertility supplements designed for women trying to conceive, supporting egg quality and overall fertility wellness through at-home, personalized regimens sold via subscription.
- Natalist Prenatal Supplements Prenatal nutrition supplements formulated for women in the conception and pregnancy stages, sold direct-to-consumer alongside Natalist's fertility product line.
- Natalist Conception Wellness Products Broader wellness and conception support products complementing Natalist's fertility and prenatal supplement offerings for women in the conception journey.
Companies that use Natalist
Customer profileSegments1 record
Ideal customer profiles1 record
Natalist technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Natalist partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights3 records
Natalist competitors and assessment
Company assessmentDirect peers
- Bird&Be: Bird&Be is a DTC fertility and prenatal supplement brand targeting women trying to conceive, offering personalized supplement kits. It is directly comparable to Natalist in product category, target customer, and subscription-based DTC model, and is explicitly named alongside Natalist as a key player in the fertility supplements market.
- Fairhaven Health: Fairhaven Health is a fertility supplement company offering products for reproductive health, ovulation, and prenatal nutrition. It is directly comparable as a fertility-focused supplement brand and is named alongside Natalist as a key player driving innovation in the global fertility supplements market.
- Ritual: Ritual is a DTC subscription supplement brand offering prenatal and women's health vitamins with a clean-label, traceability-focused positioning. It overlaps with Natalist on the prenatal supplement category, DTC subscription model, and clean-label brand strategy aimed at women.
- Care/of: Care/of is a personalized DTC vitamin and supplement subscription service with a focus on transparency and clean ingredients. It is comparable to Natalist through its DTC subscription supplement model and women's health product extensions, though it operates across broader supplement categories.
- Premama: Premama is a prenatal and fertility supplement brand offering clean-label products for women in the conception and pregnancy journey. It is directly comparable to Natalist in target customer, product category, and DTC go-to-market approach.
Emerging players
- Modern Fertility: Modern Fertility offers at-home fertility testing and reproductive health insights for women, now part of Ro. It is comparable to Natalist through its focus on the same target customer (women trying to conceive) and complementary offerings within the fertility wellness journey.
- Cofertility: Cofertility is a fertility startup co-founded by Halle Tecco, Natalist's original founder. It operates in the fertility space with egg-freezing and family-building services, making it thematically connected to Natalist through shared founder DNA and target customer (women navigating fertility decisions).
- Needed: Needed is a DTC nutrition brand offering practitioner-formulated supplements for fertility, pregnancy, and postpartum. It is comparable to Natalist through its focus on fertility/prenatal nutrition, clean-label positioning, and DTC subscription model targeting women in the conception journey.
- Perelel: Perelel is a DTC prenatal vitamin brand founded by OB/GYNs offering stage-specific supplements for conception, pregnancy, and postpartum. It overlaps with Natalist in the prenatal/fertility supplement category and DTC go-to-market, with a similar premium, clean-label brand positioning.
Broad incumbents
- Everlywell: Everlywell (Everly Health) is Natalist's parent company and a leading at-home health testing platform. It is the strategic acquirer that integrates Natalist's supplement offering with diagnostic testing, and overlaps with Natalist through its women's health and fertility testing products.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Natalist social profiles
Digital presenceNatalist financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natalist leadership team
Management profileNumber of profiles
Natalist funding detail
Funding detailFunding overview
Funding rounds1 record
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natalist M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Natalist
What does Natalist do?
Natalist sells clean-label fertility supplements, prenatal nutrition products, and conception wellness items directly to women trying to conceive through a subscription-based e-commerce model. The product line is centered on at-home fertility care and personalized supplement regimens designed to support egg quality and prenatal health. Following its October 2021 acquisition by Everly Health, the brand continues to serve the fertility wellness market under Everly Health's portfolio.
Is Natalist a public or private company?
Natalist is a private company. It is classified as corporate owned and is currently acquired.
When was Natalist founded?
Natalist was founded in 2018. It employs 11 to 50 people.
Where is Natalist based?
Natalist is headquartered in Charleston, United States, in the North America region.
How does Natalist make money?
One revenue line is on record: subscription-based DTC supplement sales.
Who are Natalist's main competitors?
Direct peers on record are Bird&Be, Fairhaven Health, Ritual, Care/of and Premama. Emerging players are Modern Fertility, Cofertility, Needed and Perelel. Everlywell is listed as a broad incumbent.
Does Natalist have an API?
No public API is recorded for Natalist.
What industry is Natalist in?
Natalist's product category is Fertility and Prenatal Supplements. Its primary akta.pro industry code is HSADAFAK, Prenatal, Postpartum & Fertility Nutrition, with a secondary code of CRABAIAK, Fertility & Ovulation Products (OTC). Its NAICS code is 456191 and its SIC code is 2844.