What Modern Fertility does

Modern Fertility is a women's health company founded in 2017 that provides at-home fertility hormone testing and reproductive health products directly to consumers. The company's core offering is a finger-prick blood test that measures key fertility hormones including AMH, FSH, and TSH, with samples processed in CLIA and CAP accredited laboratories and results delivered through a personalized digital dashboard within approximately 10 days. The company serves women and individuals planning for future pregnancy, those actively trying to conceive, and those seeking to identify potential reproductive health issues early.

The product portfolio now spans the Modern Fertility Hormone Test, an Ovulation Test, a Pregnancy Test, a Prenatal Multivitamin, and (via Ro) a Sperm Kit, paired with a mobile application that provides cycle tracking and personalized fertile window predictions. The company combines product-led DTC commerce with medically reviewed educational content, free virtual events featuring fertility specialists, and a peer community. Modern Fertility publishes IRB-approved studies in peer-reviewed journals and presents at the American Society for Reproductive Medicine, using opt-in anonymized hormone data to support its research contributions.

Modern Fertility was acquired by Ro, a vertically integrated telehealth company, and now operates as Ro's fertility division. The business model is hybrid: one-time purchase of test kits plus recurring revenue from supplements, all sold through Ro's e-commerce platform. Post-acquisition, the company has access to Ro's physician network, pharmacy infrastructure, and broader health verticals, positioning it at the intersection of consumer diagnostics and telehealth-enabled fertility care.

Name

Modern Fertility

Legal name

Modern Fertility

Website

https://modernfertility.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Modern Fertility is a women's health company offering at-home fertility hormone testing via finger-prick blood samples analyzed in CLIA and CAP accredited labs. Now part of Ro, it serves consumers planning or attempting pregnancy with hormone tests, ovulation tests, pregnancy tests, prenatal vitamins, and cycle-tracking technology.

Ownership category

akta.pro rank

Product category

At-Home Fertility Testing

NAICS

Medical and Diagnostic Laboratories (62151), Family Planning Centers (621410)

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

Fertility & Ovulation Products (OTC) (CRABAIAK), Fertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation) (HLALAHAA)

Keywords

• At-home fertility testing
• Hormone blood tests
• Reproductive health diagnostics
• Ovulation tracking tests
• Prenatal nutritional supplements

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fertility Testing Products: Sale of at-home fertility hormone tests, ovulation tests, and pregnancy tests. Customers purchase test kits directly through the platform and receive results via personalized dashboards.
2. Supplements: Sale of prenatal multivitamins and related supplements for pre-conception support and reproductive health.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Modern Fertility sells at-home fertility hormone tests using finger-prick blood samples that are analyzed in CLIA and CAP accredited laboratories, with results delivered through a personalized dashboard within approximately 10 days. The product suite also includes ovulation tests, pregnancy tests, a sperm testing kit, and prenatal multivitamins, supported by a mobile cycle tracking application that provides fertile window predictions and age-comparative hormone insights. The company operates as the fertility division of Ro's vertically integrated telehealth platform, providing access to fertility specialists.

Product overview

Modern Fertility, now part of Ro, offers a unified suite of at-home fertility testing and reproductive health products. The core offering is the Modern Fertility Hormone Test, an at-home blood test that measures multiple fertility hormones to assess ovarian reserve and reproductive health. This core diagnostic is complemented by ovulation tracking tests, pregnancy tests, prenatal vitamins, and a sperm testing kit. The products enable proactive fertility monitoring and planning, with results delivered through a personalized app dashboard that provides cycle predictions, fertile window estimates, and comparative analysis against typical hormone levels by age group. All samples are processed in CLIA and CAP accredited labs, and users can opt-in to contribute anonymized hormone data to fertility research.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Results delivered in approximately 10 days
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• RoflagshipStrategic or Co-development PartnerModern Fertility was acquired by Ro and now operates as the fertility division of Ro's vertically integrated telehealth platform. This acquisition provides Modern Fertility with access to Ro's physician network, pharmacy infrastructure, and expanded reproductive health services. Ro has raised over $1 billion in venture funding and achieved a peak valuation of $7 billion.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Proov: Proov is a DTC fertility testing brand offering at-home hormone tests focused on ovulation confirmation and ovarian reserve. It competes directly with Modern Fertility's hormone test and ovulation test in the same target customer segment of women planning pregnancy.
• Oova: Oova offers at-home urine-based hormone testing paired with a smartphone app for cycle and fertility tracking. It targets the same trying-to-conceive customer base as Modern Fertility with a similar direct-to-consumer model and quantitative hormone insights.
• Mira: Mira provides at-home hormone monitoring with a connected device for tracking fertility hormones throughout the cycle. It competes with Modern Fertility's hormone test and cycle tracking app for women seeking quantitative, real-time fertility data outside the clinic.
• Everlywell: Everlywell is a DTC at-home lab testing platform offering a broad menu including women's fertility and hormone panels. It overlaps with Modern Fertility on hormone testing via similar finger-prick sample collection, though it serves a much wider testing portfolio.
• LetsGetChecked: LetsGetChecked is a DTC home diagnostic testing company offering hormone and fertility panels with at-home sample collection and physician-reviewed results. It mirrors Modern Fertility's DTC lab testing model and customer experience, with overlapping women's health test menus.
• Ro: Ro is the parent telehealth platform that acquired Modern Fertility, providing vertically integrated care including telemedicine, pharmacy, and at-home diagnostics. While the corporate parent, Ro's broader platform competes in adjacent women's health and telehealth categories and determines Modern Fertility's distribution and clinical integration.

Emerging players

• Natalist: Natalist is a women's reproductive health DTC brand selling fertility and pregnancy products including ovulation tests, pregnancy tests, and prenatal vitamins. It overlaps with Modern Fertility's ovulation/pregnancy test and prenatal supplement offerings for the same trying-to-conceive audience.
• Thorne: Thorne is a health and wellness brand offering DTC testing and supplements including fertility and hormone products. It overlaps with Modern Fertility on the supplement side and increasingly on at-home hormone testing for the same proactive, wellness-oriented customer base.

Broad incumbents

• Labcorp: Labcorp is one of the largest clinical laboratory networks offering comprehensive hormone and fertility testing through physician orders. It serves as a competing testing option when customers are referred by their doctors, offering broader insurance coverage and physician-ordered panels.
• Quest Diagnostics: Quest Diagnostics is a major clinical lab offering fertility and hormone panels through physician-ordered testing. It competes indirectly with Modern Fertility by serving the same end demand for hormone insights through traditional clinical channels and increasingly through direct online ordering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ModernFertility

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors9 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 Modern Fertility