MyVitro

What MyVitro does

MyVitro (legal entity DLPJ, LLC) is a US-based direct-to-consumer healthcare products company headquartered in Columbus, Ohio, that designs and sells physical medication organization systems for patients undergoing fertility treatments including IVF, IUI, frozen embryo transfer (FET), and egg freezing. Founded in 2019 by Danielle and Patrick Hall following their personal experience with failed IVF cycles, the company operates with the explicit positioning of being the first dedicated medication organizer system purpose-built for fertility patients, addressing the logistical and emotional burden of managing large volumes of injectable medications, needles, syringes, and supplies during multi-week treatment protocols.

The product portfolio is anchored by two bundled kits (Essential IVF Support Kit at $109 and Deluxe IVF Support Kit at $169) and the XL Fertility Caddy (bundled with Shot Station at $60), supported by an accessory ecosystem including a wipeable medical-grade fabric Shot Station ($34), a discreet Slim Fridge Box ($20) for refrigerated medications, a compact Travel Case ($30), TTC Bandages ($12), plush hot/cold therapy packs ($30), an Injection Trainer ($8), and vinyl stickers. Products are manufactured in FDA, CE, ISO 13485, and ISO 9001 certified facilities. Core design differentiators include non-slip injection-prep surfaces, padded clear zip-up pockets with pre-printed labels for common fertility medications (Gonal-F, Cetrotide, Menopur, Clomid), customizable compartments, an integrated calendar holder for treatment plans, and bundled Conceivable Designs affirmation cards for emotional support. Selected products are FSA/HSA eligible.

The business model is one-time transactional DTC e-commerce with no subscription or recurring revenue component. Distribution is exclusively online through the company's own Shopify storefront (myvitro.com, free shipping on US orders over $75) and Amazon Marketplace (leveraging Amazon fulfillment for delivery). Marketing is predominantly organic and community-led: an Instagram presence, a blog covering infertility topics, TikTok-driven word-of-mouth, National Infertility Awareness Week activations, and earned-media placements including a CBS Mornings 'Facing Fertility' segment. Customer segments are individual fertility patients plus a secondary gift-buyer persona targeted via a dedicated 'Great IVF Gifts' collection and multi-denomination gift cards. The company is bootstrapped with no disclosed external funding or institutional investors, and operates as a small founder-led business with no publicly disclosed headcount or revenue.

Name

MyVitro

Legal name

DLPJ, LLC

Website

https://myvitro.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

MyVitro is a US-based direct-to-consumer healthcare products company that designs and sells physical medication organization systems — including bundled kits, organizers, travel cases, and accessories — for patients undergoing IVF, IUI, frozen embryo transfer, and egg freezing treatments.

Ownership category

akta.pro rank

Product category

Fertility Medication Organization Products

NAICS

Health and Personal Care Retailers (456)

SIC

Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Medication Adherence, Packaging & Fulfillment Services (Blister/Unit-Dose) (HLAFALAJ)

akta.pro secondary industries

Women’s Health & Fertility Tracking Devices (Ovulation/Temp Sensors, Pelvic Health Devices) (CRACAQAJ), Fertility & Ovulation Products (OTC) (CRABAIAK)

Keywords

• Fertility medication organizers
• IVF support products
• Fertility treatment accessories
• Medication organization kits
• Fertility patient supplies

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: MyVitro generates revenue through one-time sales of physical products including medication organizers, support kits, accessories, and travel cases. Products are sold directly through their Shopify e-commerce website and through Amazon marketplace. No subscription or recurring revenue model is currently employed.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

MyVitro designs, manufactures, and sells physical medication organization products and accessories for people undergoing fertility treatments, including IVF, IUI, FET, and egg freezing. Its product portfolio centers on hanging IVF organizers, fertility caddies, injection preparation stations, travel cases, and bundled support kits, complemented by accessories such as TTC bandages, hot/cold packs, stickers, and an injection training pad. Products are sold directly to consumers through a Shopify e-commerce storefront and Amazon, with some items qualifying for FSA/HSA reimbursement.

Product overview

MyVitro is a specialized fertility medication organizer company offering a portfolio of products designed for IVF, IUI, FET, egg freezing, and progesterone therapy patients. The product line centers on two main organization systems: the IVF Support Kits (Deluxe at $169 and Essential at $109) which bundle multiple products together, and the XL Fertility Caddy line (available standalone or with Shot Station at $60). The ecosystem includes accessories like Shot Station ($34), Travel Case ($30), TTC Bandages ($12), Hot+Cold Packs ($30), Injection Trainer ($8), IVF Stickers, and Slim Fridge Box ($20). Products are FSA and HSA eligible and are designed to help patients organize the overwhelming volume of medications, needles, and supplies that arrive during fertility treatments.

Differentiator

Problem solved

Functional benefit

Products and services

• Deluxe IVF Support Kit

Quantifiable outcome

• Products have received 384+ verified customer reviews with overwhelmingly positive ratings (97%+ satisfaction on most products)
• +1 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Conceivable DesignsminorStrategic or Co-development PartnerConceivable Designs provides fertility affirmation cards that are included in MyVitro's fertility kits and caddies. The cards 'help you mindfully navigate the ups and downs of fertility treatments.' This is a product co-packaging partnership that adds emotional support content to MyVitro's physical organization products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Conceivable Designs: Fertility affirmation card company that is MyVitro's co-packaging partner. Operates in the same niche providing emotional support products to IVF patients, and their cards are included inside MyVitro kits — making them a direct adjacent peer in the fertility emotional support space.
• Natalist: Women's reproductive health brand offering fertility and trying-to-conceive products including supplements, ovulation tests, and at-home essentials. Shares the same target customer (women in fertility journey), D2C e-commerce model, and mission-driven brand positioning as MyVitro.
• Modern Fertility: Women's fertility health company offering at-home hormone tests, fertility insights, and reproductive health content (acquired by Ro). Targets the same pre-IVF and fertility-curious customer with a more diagnostic/test-oriented approach, making it a complementary peer in the women's fertility wellness category.

Broad incumbents

• First Response: Mass-market OTC fertility and pregnancy test brand owned by Church & Dwight. Serves the same end customer at a different price point and product category, dominating ovulation and pregnancy testing at retail — a broad incumbent in the consumer fertility space.
• Clearblue: Procter & Gamble's mass-market fertility and pregnancy testing brand. Operates in the same consumer fertility category with ovulation tests and digital monitors, but at massive retail scale — representing the broad incumbent benchmark in consumer-facing fertility products.
• Carrot Fertility: Global fertility benefits platform serving employers and their employees. Operates upstream in the fertility journey (benefits provision) and could be a B2B distribution channel for MyVitro products via employer fertility benefits programs.

Emerging players

• Mira: Direct-to-consumer fertility tracking device and app company offering at-home hormone monitoring with clinical-grade accuracy. Competes in the same customer journey (women trying to conceive) but with a higher-tech tracking approach vs. MyVitro's physical organization focus.
• Ava: Fertility tracking bracelet and subscription service that helps women identify ovulation windows. Targets the same trying-to-conceive customer with a tech-enabled approach rather than physical organizers, representing an emerging wearable-focused peer in the fertility space.
• Tempdrop: Wearable fertility tracking sensor focused on overnight basal body temperature measurement. Serves women tracking ovulation and trying to conceive — the same upstream customer as MyVitro — with a tech product rather than physical organization solutions.
• Expectful: Fertility, pregnancy, and postpartum wellness app offering guided meditations and content. Targets the same emotional and mental wellness needs of women undergoing IVF and fertility treatments, representing a digital/emotional support peer to MyVitro's physical products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/myvitro
• Xx.com/myvitro

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 MyVitro