Gaia
- Company typePrivate
- Founded2020
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
Gaia firmographics
Firmographics- Name
- Gaia
- Legal name
- Gaia Family Inc.
- Website
- https://gaiafamily.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Gaia industry classification
Industry- Product category
- Fertility Financing
- NAICS
- Insurance Agencies and Brokerages (524210), Sales Financing (52222)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Group Universal Life (GUL) (FSAIADAC)
Keywords
Where Gaia is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Gaia business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Fixed-price Gaia Plan (IVF / Egg Freezing): Members pay one upfront fixed price for an all-inclusive plan covering retrieval, unlimited transfers, medication, monitoring, anesthesia and storage; example IVF plan priced at ~$20,000 vs ~$60,000 industry cost. Revenue recognized on plan activation/start of treatment.
- Monthly financed repayments (in-house loans): In states where Gaia lends directly, members repay the plan price over up to 5 years at an average ~12% interest rate (10% APR example for egg freezing), generating interest income and recurring receivables.
- Partner lending referral (Upstart): In states where Gaia cannot lend directly, members are referred to Upstart lending marketplace; Gaia facilitates and earns on the financed loan.
- Employer fertility benefit contracts: B2B revenue from employers purchasing Gaia Family Benefit as employer-funded, employee-paid or co-shared plans; offered at roughly half the cost of traditional fertility benefits.
- Direct-pay hormone panel / lab tests: Flat $160 fee for a 6-hormone fertility panel processed via Quest; includes technology and service fees plus access to prepaid third-party lab services bundled into membership pricing.
- Insurance underwriting (UK legacy): Historically positioned as an IVF insurance provider with insurer contracts; uses ML predictions of success rates to price insurance coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | IVF Plan - one fixed all-inclusive price (representative $20,000) with monthly financing option |
| Hybrid | Monthly | Egg Freezing Plans - Single cycle, Pay-per-egg, and Egg Freezing Guarantee |
| Unit Pricing | Pay-as-you-go | Fertility Hormone Panel - one flat fee for 6 hormones |
| Subscription | Annual | Employer Gaia Family Benefit (employer-funded, employee-paid or co-shared) |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels9 records
Gaia product offering
Product offeringCore offering
Gaia (Gaia Family) sells value-based, fixed-price fertility financing and protection plans that combine reproductive health data with proprietary AI/ML underwriting to make IVF and egg freezing more accessible. Members pay one upfront fixed price for an all-inclusive plan covering retrieval, unlimited embryo transfers, medication, monitoring, anesthesia and storage, with monthly financing and outcome protection if a cycle fails. The plans are delivered through a direct-to-consumer website, an employer benefits program, and a curated US partner clinic network.
Product overview
Gaia Family operates a single unified value-based family-building platform sold as the "Gaia Plan" and deployed through multiple surface products that share the same fixed-price, outcome-protected financial product. The platform's core commercial offerings are the Gaia IVF Plan (fixed-price IVF with unlimited embryo transfers and retrieval guarantees), the Gaia Egg Freezing Plan (with single-cycle, pay-per-egg, and guaranteed-yield variants), and the Gaia Fertility Hormone Panel (a Quest Diagnostics-backed six-hormone lab panel). These consumer products are wrapped in the Gaia Plan membership, which bundles treatment financing with a Gaia Advocate, a nutritional guide via Berry Street, therapy via Calla Collective, and a fertility nurse consultation. For employers, Gaia ships the Gaia Employer Family Benefit (covering preconception, preservation, IUI/IVF, pregnancy/postpartum, adoption/surrogacy, and menopause) as employer-funded, employee-paid, or co-shared benefit modules. Underpinning the consumer-facing layer is Gaia for Clinics, a B2B partner-clinic portal at clinics.gaiafamily.com used by 200+ clinic sites to refer patients and receive payment. Layered on top are content/community modules — the Misconception podcast and the Gaia Community — plus a learn hub of fertility treatment guides. Proprietary machine-learning models for IVF success prediction and automated eligibility/pricing underwriting sit beneath all plan variants, tying the platform together as a data-driven financial product for fertility care.
Differentiator
Problem solved
Functional benefit
Brands
- Misconception: Gaia Family's weekly podcast covering fertility treatment stories and family-building conversations, hosted by Amber Izzo.
Products and services
- Gaia IVF Plan Value-based, all-inclusive IVF financing and protection plan offering a single fixed price (representative $20,000 vs ~$60,000 industry cost) with unlimited embryo transfers within the plan year, a second retrieval at no charge if the first fails, medication, monitoring, anesthesia and storage, and monthly financing with outcome protection. Delivered to individuals and couples at 180–200+ US partner clinics.
- Gaia Egg Freezing Plan Fixed-price egg freezing plan with single-cycle, pay-per-egg and guaranteed-yield variants (minimum 7 mature eggs for eligible members age 37 and under with AMH ≥ 1.25, or 100% refund), including medication, storage and a 5-year financing option starting at $150/month.
- Gaia Fertility Hormone Panel Direct-to-consumer $160 hormone panel of six tests (AMH, FSH, LH, E2, PRL, TSH) processed by Quest Diagnostics at 2,200+ US locations, with results returned in 3–5 days and explained in plain English on a private Gaia dashboard. For women 18+ (excluding NY, NJ, RI, HI, AK).
- Gaia Employer Family Benefit Employer-sponsored family-building benefit covering preconception, preservation, IUI/IVF, pregnancy/postpartum, adoption/surrogacy and menopause/low-T, structured as employer-funded, employee-paid or co-shared modular coverage at roughly half the cost of traditional fertility benefits. Sold to companies such as Legacy, Basic Capital, SpotAI and United Launch Alliance.
- Gaia for Clinics B2B partner-clinic offering enabling fertility clinics to refer patients into Gaia Plans through a dedicated clinic portal, with 100% of services paid by Gaia and zero claims fights or repayment risk for the clinic. Used by 180–200+ curated US partner clinics including Boston IVF, IVI RMA Global, Pinnacle Fertility, Carolina Conceptions, Extend Fertility, Institute for Reproductive Health, Los Angeles Reproductive Center and Pacific Reproductive Center.
Quantifiable outcome
- What could cost $60,000 is offered at $20,000 with Gaia IVF Plan
- +6 more outcomes
Companies that use Gaia
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles3 records
Gaia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Feature5 records
Gaia partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, flagship and minor.
- Boston IVFcorePartnership announced December 2025 alongside PatientFi to offer personalized financial plans and flexible financing to Boston IVF patients, particularly in the Boston/Northeast region, building on existing IVI RMA North America network relationships.
- PatientFicoreCo-partner with Gaia in Boston IVF announcement: PatientFi provides zero-interest financing up to $50,000 with flexible terms up to 84 months and no hard credit checks, complementing Gaia's value-based milestone-aligned plans.
- Quest DiagnosticscoreLab partner that processes Gaia's $160 Fertility Hormone Panel at 2,200+ Quest locations nationwide. Gaia issues the order under a US-licensed physician and Quest performs the blood draw.
- Berry StreetcoreNutrition partner: Gaia Plan members work with Berry Street's fertility-focused dietitian for personalized meal tracking and guidance.
- Calla CollectivecoreTherapy partner: every Gaia Plan includes a 1-on-1 session with a Calla Collective therapist experienced in reproductive health.
- IVI RMA GlobalflagshipFlagship Gaia partner clinic - one of the top-tier clinics in the US Gaia network and the parent group of RMA of New York referenced in medical reviewer bios.
- Pinnacle FertilityflagshipFeatured Gaia partner clinic; multi-state Pinnacle locations (Ohio, New York, Illinois, Georgia, Oregon, Washington, Arizona, Virginia, Michigan) appear across Gaia's clinic directory.
- Carolina Conceptions FertilityflagshipFeatured Gaia partner clinic operating in North Raleigh, Raleigh and Holly Springs, NC; offers IVF, egg freezing, genetic testing and frozen embryo transfer with LGBTQ+ family-building focus.
- Extend FertilitycoreListed Gaia partner clinic on the homepage and IVF page logos.
- Institute for Reproductive HealthcoreListed Gaia partner clinic on the homepage and IVF page logos.
- New Direction Fertility CentercoreListed Gaia partner clinic on the homepage and IVF page logos.
- Los Angeles Reproductive CentercoreListed Gaia partner clinic on the homepage and IVF page logos.
- Pacific Reproductive CentercoreListed Gaia partner clinic on the homepage and IVF page logos.
- Reach FertilityminorListed Gaia partner clinic - Lake Norman, NC location offering personalized fertility care.
- Amazon Web Services (AWS)coreIndustry-standard cloud service provider that Gaia builds its platform on and delivers web services through.
- Google Cloud ServicescoreSuite of cloud computing services used for computing, data storage, data analytics and machine learning (incl. underwriting/ML).
- IntercomcorePowers Gaia's website chatbot for customer support and lead capture.
- ExperiancoreCredit bureau used for sanctions checks, credit checks and affordability checks during Gaia's loan underwriting.
- DocuSigncoreUsed to send and sign Gaia Membership agreements and other legal contracts.
Scale indicators15 records
Recent moves7 records
Expansion highlights7 records
Gaia competitors and assessment
Company assessmentDirect peers
- PatientFi: Patient financing platform for elective medical procedures including fertility. Explicitly co-announced alongside Gaia in the Boston IVF partnership, providing zero-interest financing as a complementary option.
- Kindbody: Tech-enabled fertility clinic operator and employer benefits provider. Comparable as a vertically integrated fertility-care-plus-financing competitor in the same self-pay and employer channels Gaia targets.
- Carrot Fertility: Employer fertility benefits platform covering IVF, adoption, and family-forming care. Comparable to Gaia's employer Family Benefit offering and to its modular coverage spanning preconception to postpartum.
- WINFertility: Fertility benefits management company offering bundled treatment packages and financing to employers and patients. Comparable to Gaia's employer benefits and fixed-price multi-cycle offerings.
- ARC Fertility: Provider of employer fertility benefits and multi-cycle IVF treatment packages. Comparable to Gaia's employer benefits motion and outcome-oriented multi-cycle IVF plan structure.
- Maven Clinic: Virtual women's and family health platform including fertility support and benefits for employers. Overlaps with Gaia's employer fertility benefit and broader women's-health audience.
- Future Family: Subscription-based fertility financing service offering loans for IVF, egg freezing, and fertility treatments. Closest pure-play comparable to Gaia's financing-and-protect consumer IVF/egg-freezing product.
- Progyny: Public fertility benefits company providing employer-sponsored fertility treatment coverage. Directly comparable to Gaia's employer B2B motion and is the dominant incumbent Gaia must displace in employer procurement cycles.
Others
- FertilityIQ: Fertility clinic reviews and educational resource for patients researching IVF. Adjacent to Gaia's learn-hub content marketing motion and clinic-matching value proposition.
Emerging players
- Sunfish: Early-stage fertility financing startup offering IVF and egg-freezing loan products. Emerging direct competitor to Gaia's in-house and partner-lending consumer IVF/egg-freezing financing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Gaia social profiles
Digital presenceGaia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gaia leadership team
Management profileNumber of profiles
Profiles5 records
Gaia subsidiaries and ownership
Company hierarchySubsidiaries2 records
Gaia funding detail
Funding detailFunding overview
Funding rounds7 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gaia 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 Gaia
What does Gaia do?
Gaia (Gaia Family) sells value-based, fixed-price fertility financing and protection plans that combine reproductive health data with proprietary AI/ML underwriting to make IVF and egg freezing more accessible. Members pay one upfront fixed price for an all-inclusive plan covering retrieval, unlimited embryo transfers, medication, monitoring, anesthesia and storage, with monthly financing and outcome protection if a cycle fails. The plans are delivered through a direct-to-consumer website, an employer benefits program, and a curated US partner clinic network.
Is Gaia a public or private company?
Gaia is a private company. It is classified as venture growth investor backed and is currently operating.
When was Gaia founded?
Gaia was founded in 2020. It employs 11 to 50 people.
Where is Gaia based?
Gaia is headquartered in New York, United States, in the North America region.
How does Gaia make money?
Six revenue lines are on record. Fixed-price Gaia Plan (IVF / Egg Freezing) is the primary driver. The others are monthly financed repayments (in-house loans), partner lending referral (Upstart), employer fertility benefit contracts, direct-pay hormone panel / lab tests and insurance underwriting (UK legacy).
Who are Gaia's main competitors?
Direct peers on record are PatientFi, Kindbody, Carrot Fertility, WINFertility, ARC Fertility, Maven Clinic, Future Family and Progyny. FertilityIQ is listed as an others. Sunfish is listed as an emerging player.
Does Gaia have an API?
No public API is recorded for Gaia.
What industry is Gaia in?
Gaia's product category is Fertility Financing. Its primary akta.pro industry code is FSAIADAC, Group Universal Life (GUL). Its NAICS code is 524210 and its SIC code is 6411.