What Lilia does

Lilia is a direct-to-consumer fertility concierge startup that streamlines the egg freezing process for women seeking to preserve reproductive options. Founded in 2019 by Alyssa Atkins after her own egg freezing experience at age 29, the company is headquartered in Toronto, Canada, and serves customers across the US and Canada through a network of pre-vetted partner fertility clinics including RMA NY, CCRM NY, NYU Langone, Weill Cornell, Columbia, and extend Fertility. Its core offering is an end-to-end concierge service that coordinates clinic matching, scheduling, and medication logistics, with medications included in a flat $9,500 fee (versus a typical clinic cost of ~$15,000).

Lilia's underlying technology is proprietary coordination software that automates provider outreach, scheduling, and medication ordering to reduce process initiation time from months to days while maintaining medical outcomes. The company has supplemented this core product with a content suite (Egg Freezing 101, Embryo Freezing 101, and an Egg Freezing Costs guide) that drives top-of-funnel demand, and has earned earned-media coverage in Elle, Vogue, and Forbes. Clinical credibility is anchored by Chief Medical Advisor Dr. Roohi Jeelani (MD, FACOG), a high-volume fertility specialist.

Lilia generates revenue primarily through a one-time per-customer concierge fee (with NYC and age-related surcharges), plus nascent distribution through the Carrot fertility benefits platform. The company has raised approximately $2.2M across pre-seed and seed rounds in 2019-2020, with participation from Y Combinator, Garage Capital, Hustle Fund, N49P, Panache Ventures, The 51 Ventures, Clearco, Hedgewood, and Ramen Ventures, and operates with a small 1-10 person team serving "hundreds of women" cumulatively since founding.

Name

Lilia

Legal name

Lilia Inc

Website

https://hellolilia.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Lilia is a Y Combinator-backed egg freezing concierge service that streamlines clinic matching, scheduling, and medication logistics for women seeking fertility preservation, offering an all-inclusive $9,500 package through a US partner clinic network.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Egg Freezing Concierge Service: Lilia charges a flat fee for end-to-end egg freezing coordination services, including provider matching, scheduling, and medication management. The company negotiates preferred pricing with partner clinics and passes savings to customers while retaining a margin.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Lilia provides an end-to-end egg freezing concierge service that connects women with a pre-vetted network of partner fertility clinics and manages the entire process on their behalf. The all-inclusive flat fee covers clinic procedure costs, medications, scheduling, and dedicated concierge support, and is enabled by proprietary coordination software that compresses timelines from months to days.

Product overview

Lilia is a platform offering a single unified concierge service for egg freezing, supplemented by educational guides. The core product is the Concierge Service, which provides end-to-end coordination including connecting users with vetted fertility clinics, scheduling appointments, and offering transparent all-inclusive pricing with medications included. The educational guides (Egg Freezing 101, Embryo Freezing 101, and Egg Freezing Costs) support the main service by informing potential customers about the process, costs, and what to expect. The company positions itself as making egg freezing more convenient and affordable by negotiating preferred pricing with partner providers and streamlining the entire experience.

Differentiator

Problem solved

Functional benefit

Brands

• Concierge Service: The company's primary service offering as an egg freezing concierge, handling end-to-end process coordination with partner clinics.

Products and services

• Lilia Concierge Service (Egg Freezing Concierge) End-to-end egg freezing coordination service for women who want to preserve their fertility options. Lilia matches customers with pre-vetted fertility doctors, handles all scheduling and clinic liaison, manages medication ordering and delivery, and provides concierge advocacy throughout the ~14-16 day process. Priced as a flat all-inclusive fee of $9,500 ($10,500 in NYC, plus $1,000 for clients over 35 or with low ovarian reserve), which is included in the price.

Quantifiable outcome

• Cost reduction of ~$5,500 per egg freezing cycle compared to standard clinic pricing ($9,500 vs $15,000)
• +1 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Progyny: Progyny is a public fertility benefits company providing employer-sponsored coverage for egg freezing and IVF. It is comparable in serving the elective egg freezing demand pool but routes customers through employer benefits rather than direct purchase.
• Carrot Fertility: Carrot is a global fertility benefits platform serving employers, and is also accepted as an insurance pathway by Lilia. It is comparable as a fertility concierge/coordination layer, but operates B2B via employer contracts rather than DTC.
• Prelude Fertility: Prelude Fertility operates a national network of fertility clinics offering egg freezing, IVF, and fertility testing with bundled pricing. It competes with Lilia on flat-rate, transparent egg freezing packages through owned clinic infrastructure.
• Maven Clinic: Maven Clinic is a comprehensive women's and family health platform offering virtual care, fertility support, and family building benefits. It overlaps with Lilia's target demographic and concierge support concept, but at much broader scope and via employer contracts.

Direct peers

• Kindbody: Kindbody operates owned fertility clinics and offers transparent, bundled pricing for egg freezing and IVF directly to consumers. It competes head-to-head with Lilia on flat-rate egg freezing packages, but with a vertically integrated clinic model rather than a coordination layer.
• Modern Fertility: Modern Fertility (acquired by Ro) sells at-home fertility hormone tests and increasingly offers egg freezing and fertility care concierge services. It shares Lilia's DTC, content-driven GTM targeting women planning for future fertility.
• Extend Fertility: Extend Fertility is an egg-freezing-focused clinic network offering streamlined, all-inclusive packages. It is also a partner clinic of Lilia, making it both a supplier and a potential direct competitor for the same elective egg freezing customer.

Emerging players

• Cofertility: Cofertility offers a "Split" egg freezing program where women freeze their eggs for free in exchange for donating a portion. It targets the same elective egg freezing buyer with an alternative cost structure and overlapping educational content marketing.
• Univfy: Univfy provides AI-powered fertility prediction and patient counseling tools used by clinics and patients evaluating egg freezing and IVF. It is comparable as an enabling layer in the elective egg freezing journey, though focused on predictive analytics rather than end-to-end coordination.
• Future Family: Future Family provides fertility financing, nurse concierge support, and clinic coordination for IVF and egg freezing. It overlaps with Lilia in providing a concierge-style experience for fertility treatments, but emphasizes financing-led access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors10 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 Lilia