Ovry

What Ovry does

Ovry is a privately held, women-owned Canadian direct-to-consumer brand that sells at-home pregnancy, ovulation, and male fertility test strips through its website at myovry.ca and through select retail partners in North America. The company was founded in 2019 and is headquartered in Revelstoke, British Columbia, operating under the legal entity Corduroy Enterprises Ltd. with fulfillment centers in Ontario and British Columbia. The brand targets individuals trying to conceive, tracking ovulation, and assessing male reproductive health, and explicitly addresses both women and non-binary users. As a bootstrapped business with 1-10 employees and no disclosed external funding, Ovry is positioned as a privacy-respecting alternative to pharmacy-based test strips, offering discreet unbranded shipping, eco-friendly strip-format packaging, and a stated donation to women's health charities on every sale.

Ovry's product line consists of three core diagnostic tests built on lateral flow immunoassay technology: ultra-sensitive pregnancy test strips that detect HCG up to six days before a missed period at over 99.7% accuracy, ovulation test strips that detect the luteinizing hormone (LH) surge at over 99.2% accuracy, and a male fertility test that detects the SP10 protein to estimate sperm concentration against the clinical 15 million/mL threshold. These are complemented by bundled offerings (notably the $105 CAD Pregnancy Prep Bundle) and a small accessories line including carry pouches, stickers, pregnancy announcement cards, and digital gift cards. All tests are manufactured in Canada and carry FDA-Cleared certification for US distribution, a fact the company treats as a core differentiator alongside its "Made in Canada" and women-owned identity.

The revenue model is anchored in one-time e-commerce purchases priced in CAD across tiered box sizes ($5 to $105 CAD), with a subscription tier offering approximately a 10% discount on recurring ovulation strip deliveries. Customer acquisition relies on organic content marketing across Instagram and TikTok, an email capture flow offering 10% off first orders, blog-driven SEO, and proprietary utility tools such as an ovulation calculator and a "box size quiz" funnel. The company cites over 2,000 verified five-star reviews across its product set as its primary social-proof asset, alongside charitable partnerships with organizations including the National Abortion Federation and The Period Purse. There is no disclosed revenue, no venture funding, no M&A activity, and no enterprise customer base.

Name

Ovry

Legal name

Corduroy Enterprises Ltd.

Website

https://myovry.ca

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Ovry is a women-owned Canadian direct-to-consumer brand selling FDA-Cleared at-home pregnancy, ovulation, and male fertility test strips online and through select retailers, serving TTC customers across North America.

Ownership category

akta.pro rank

Product category

At-Home Fertility and Pregnancy Diagnostic Tests

NAICS

In-Vitro Diagnostic Substance Manufacturing (325413)

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

Home-Use & OTC Rapid Self-Tests (Consumer POCT kits) (HLAHAOAK), Home Diagnostic & Self-Test OTC Kits (HLAIADAO), Fertility & Ovulation Products (OTC) (CRABAIAK), Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH)

Keywords

• Pregnancy test strips
• Ovulation test strips
• Male fertility tests
• At-home fertility testing
• Fertility diagnostic products

Headquarters

HQ city

Revelstoke

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of pregnancy tests, ovulation tests, male fertility tests, and accessories through e-commerce website. One-time purchases and subscription options available. All products manufactured in Canada.
2. Subscription/Recurring Sales: Subscribe and save 10% option available for ovulation test strips and other products. Products automatically delivered on customer's schedule.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Ovry manufactures and sells at-home pregnancy, ovulation, and male fertility test strips direct-to-consumer through its own Canadian e-commerce site (myovry.ca), with discreet shipping, subscribe-and-save options, and select retail availability. The product line is 100% made in Canada, FDA-Cleared, and emphasizes ultra-sensitive HCG detection, over 99% accuracy, and a strip-format design that reduces plastic waste compared with pharmacy alternatives.

Product overview

Ovry is a women-owned Canadian company offering a focused portfolio of at-home fertility and pregnancy testing products. The core product line consists of Pregnancy Test Strips (Ultra-Sensitive) and Ovulation Test Strips, both featuring strip-format designs with over 99% accuracy. The Male Fertility Test expands the offering to male reproductive health assessment. These products can be purchased individually or as the Pregnancy Prep Bundle, which bundles fertility tracking essentials at a discount. Accessory offerings include Carry Pouches, Sticker Bundles, Pregnancy Announcement Cards, and Gift Cards. All products are manufactured in Canada, FDA-Cleared for the US market, and ship discreetly from fulfillment centers in Ontario and British Columbia.

Differentiator

Problem solved

Functional benefit

Products and services

• Pregnancy Test Strips (Ultra-Sensitive) At-home pregnancy test strips using ultra-sensitive HCG lateral flow immunoassay detection that can identify pregnancy up to 6 days before a missed period, with over 99.7% accuracy from the day of expected period. 100% made in Canada, FDA-Cleared, and sold in three box sizes with a reusable cup included.
• Ovulation Test Strips At-home ovulation test strips that detect the luteinizing hormone (LH) surge to identify the two most fertile days of the menstrual cycle, with over 99.2% accuracy and a free cycle tracker included. Compatible with cycle tracking and test interpretation apps including the Premom App.
• Male Fertility Test At-home male fertility test that detects sperm concentration using SP10 protein lateral flow immunoassay, with results over 99% consistent with laboratory testing for sperm concentrations above 15 million per milliliter. Designed for men and people with sperm seeking a private preliminary fertility assessment before a clinical visit.
• Pregnancy Prep Bundle A curated bundle combining pregnancy test strips, ovulation test strips, and other fertility tracking essentials at a 20% savings versus individual purchase, designed to support the journey from cycle tracking through to conception.
• Carry Pouch A carrying case accessory for storing and transporting Ovry test strips and related products discreetly, priced at CAD $7.00.
• Sticker Bundle A bundle of decorative stickers featuring Ovry branding and period-related messaging, priced at CAD $8.00.
• Pregnancy Announcement Cards Physical cards designed for announcing pregnancy news, priced at CAD $5.00.
• Ovry Gift Card Digital gift cards available in denominations starting at CAD $30 for purchasing Ovry products.

Quantifiable outcome

• Over 99.7% accurate pregnancy detection from day of expected period
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Mira: DTC hormone-monitoring device and test company for fertility and cycle tracking. Comparable adjacent player in at-home reproductive health, though positioned at the connected-device premium end rather than strips.
• Modern Fertility (Ro): Women's hormone and fertility testing brand acquired by Ro. Targets the same TTC and fertility-aware consumer as Ovry, but via mail-in lab hormone panels rather than at-home strips.
• Proov: US-based women's health company selling at-home ovulation (PdG), pregnancy, and hormone tests. Comparable as a DTC reproductive-health brand but with a stronger focus on progesterone-based ovulation confirmation rather than strips.
• Stix: DTC women's health brand offering pregnancy tests, UTI tests, and yeast infection tests. Comparable as a digitally-native reproductive and intimate-health brand with a similar premium-DTC positioning to Ovry.

Direct peers

• Wondfo: China-based manufacturer and DTC seller of low-cost lateral-flow pregnancy and ovulation strips. Competes directly with Ovry on price-per-test and bulk-pack positioning.
• Clinical Guard: Online retailer of bulk pregnancy and ovulation test strips at low unit prices. Overlaps with Ovry on strip-format product, similar target buyer, and Amazon/DTC distribution.
• Easy@Home: Direct-to-consumer seller of bulk pregnancy and ovulation test strips, plus male fertility and supplements. Closest head-to-head competitor to Ovry on strip-format, price-per-test, and Amazon/DTC channel mix.
• Pregmate: DTC brand selling high-count, low-cost pregnancy and ovulation test strips. Targets the same value-seeking TTC buyer as Ovry and competes on price per test.

Broad incumbents

• Clearblue: Global #1 pregnancy and ovulation test brand owned by SPD Swiss Precision Diagnostics. Competes with Ovry across the same end use cases but sells primarily through mass retail at a premium, plastic-cassette format.
• First Response: Established US pregnancy and ovulation test brand with strong retail presence. Broad incumbent competing for the same TTC customer Ovry serves, but via cassette-format drugstore products rather than strips.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/myovry/?hl=en
• TikToktiktok.com/@myovry
• Xx.com/myovry
• Facebookfacebook.com/myovry
• LinkedInlinkedin.com/company/ovry

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Ovry