Roots Surrogacy

What Roots Surrogacy does

Roots Surrogacy is a U.S.-based, privately held gestational surrogacy agency founded in 2015 by Brooke Kimbrough (a former gestational carrier, now CEO) and Cassie Wright (an IVF parent, now VP). The company connects rigorously vetted surrogates with intended parents across cohorts that include traditional medical-infertility cases, LGBTQ+ families, single parents, and 'social surrogacy' journeys pursued for non-medical reasons. Roots operates with a nine-person, female-owned team based nominally in San Francisco but serving intended parents across the United States, excluding Louisiana, Nebraska, and Indiana due to state-level legal restrictions.

The product is a tiered service offering delivered through four pricing plans: Harmony ($50,000 agency fee, 12-16 month match time), Premium ($72,000, ~9 month match), Executive Bliss ($150,000, 3-4 month match), and the fully all-inclusive Roots Total Assurance Program ($400,000, 2-4 month match with unlimited rematches and transfers, legal coverage, and a partial-refund mechanism). The company's intellectual property centers on operational processes rather than software: a four-month surrogate vetting cycle with roughly 1% acceptance, a curated one-profile-at-a-time matching model (no database browsing), a proprietary '5 Touchpoint Weeks' communication cadence, and structured postpartum support through the 'fourth trimester.' The technology stack is a conventional content-and-operations layer built on Sanity.io (with an internal Sanity Studio for case management) and Calendly for intake scheduling.

Commercially, Roots runs a hybrid go-to-market combining a high-touch, founder-led consultative sales motion (Brooke Kimbrough personally conducts initial intended-parent consultations), reciprocal referral partnerships with at least seven U.S. fertility clinics (Weill Cornell, Spring Fertility, NYU Langone, RMA, CCRM, Ivy Fertility, Pinnacle Fertility), content marketing via an active blog and presence across Facebook, Instagram, Bluesky, and TikTok, and community-driven referrals anchored in founder personal narratives. To date Roots has facilitated 500+ families and reports matching 125-150 families per year; the firm has not disclosed external funding rounds.

Name

Roots Surrogacy

Legal name

Roots Surrogacy

Website

https://rootssurrogacy.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Roots Surrogacy is a U.S.-based gestational surrogacy agency founded in 2015 that connects roughly 1%-acceptance-rate vetted surrogates with intended parents via a tiered, curated matching model across four $50K-$400K service plans.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

Costa Rica

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Agency Fees - Harmony Plan: Foundational surrogacy plan with agency fee of $50,000. Payment schedule: $25,000 at agency contract signing, $25,000 at legal contract signing. Includes match time of 12-16 months.
2. Agency Fees - Premium Connection Plan: Structured surrogacy plan with agency fee of $72,000. Payment schedule: $25,000 at agency contract, $25,000 at legal contract, $22,000 at embryo transfer. Includes match time of approximately 9 months.
3. Agency Fees - Executive Bliss Plan: Concierge surrogacy experience with agency fee of $150,000. Payment schedule: $50,000 at agency contract, $75,000 at legal contract, $25,000 at embryo transfer. Includes accelerated match time of 3-4 months and includes attorney and escrow fees.
4. Total Assurance Program: Fully all-inclusive surrogacy program with agency fee of $400,000. Payment schedule: $50,000 at agency contract, $300,000 into escrow at GCA signing, $50,000 at first embryo transfer. Includes unlimited rematches, unlimited transfers, all medical costs, insurance, legal fees for both parties.
5. Surrogate Compensation Management: First-time surrogates earn $70,000+ in total compensation and benefits, including $60,000 base, monthly allowances, medical and travel reimbursements, childcare support, wellness benefits (doula, chiropractic, massage, acupuncture), and milestone bonuses. Paid monthly through escrow.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Roots Surrogacy is a gestational surrogacy agency that matches vetted surrogates with intended parents through a curated one-profile-at-a-time matching process. The agency offers four tiered programs (Harmony, Premium, Executive Bliss, and Total Assurance Program) providing case management, legal coordination, escrow administration, medical referrals, surrogate compensation handling, and emotional support throughout the multi-stage surrogacy journey. The agency also recruits, vets, and onboards gestational carriers, accepting approximately 1% of applicants after a four-month screening process.

Product overview

Roots Surrogacy offers gestational surrogacy agency services through a tiered pricing model with four distinct programs: Harmony (foundational, $50,000), Premium (structured, $72,000), Executive Bliss (concierge, $150,000), and the comprehensive Roots Total Assurance Program™ (all-inclusive, $400,000). The company exclusively works with gestational carriers (no genetic connection to the child) and matches intended parents with vetted surrogates through a curated, one-profile-at-a-time matching process rather than a database.

Differentiator

Problem solved

Functional benefit

Products and services

• Harmony A foundational surrogacy plan providing steady support and a smooth, emotionally guided journey for intended parents, with a 12-16 month match time and $50,000 agency fee paid in two installments at agency contract signing and legal contract signing.
• Premium A structured surrogacy plan offering consistent support and a clear, guided process for intended parents, with approximately 9-month match time and a $72,000 agency fee paid across agency contract, legal contract, and embryo transfer milestones.
• Executive Bliss A concierge surrogacy experience providing accelerated 3-4 month matching and executive oversight for intended parents, including attorney and escrow fees, priced at a $150,000 agency fee with rematch fees waived.
• Roots Total Assurance Program A fully all-inclusive surrogacy program offering guaranteed 2-4 month surrogate match, unlimited rematches, unlimited embryo transfers, attorney fees for both parties, escrow coordination, medical costs, insurance, and medications for a $400,000 agency fee.

Quantifiable outcome

• 500+ families created since 2015
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core.

• Weill Cornell MedicinecoreStrategic or Co-development PartnerFertility clinic partnership for medical screening and embryo transfer procedures. The clinic refers intended parents to Roots Surrogacy and receives surrogates for medical procedures.
• Spring FertilitycoreStrategic or Co-development PartnerFertility clinic partnership for medical screening and embryo transfer. Spring Fertility operates in New York City and refers intended parents to Roots Surrogacy.
• NYU Langone Fertility CentercoreStrategic or Co-development PartnerFertility clinic partnership. The NYU Langone Fertility Center refers intended parents and receives surrogates for medical procedures.
• RMA (Reproductive Medicine Associates)coreStrategic or Co-development PartnerFertility clinic partnership for surrogacy medical procedures. RMA is a major fertility network that works with Roots Surrogacy on surrogacy cases.
• CCRM (Colorado Center for Reproductive Medicine)coreStrategic or Co-development PartnerFertility clinic partnership for medical screening and embryo transfer. CCRM NYC location works with Roots Surrogacy on surrogacy arrangements.
• Ivy FertilitycoreStrategic or Co-development PartnerFertility clinic partnership for surrogacy medical procedures. Ivy Fertility provides IVF and fertility services for intended parents matched through Roots.
• Pinnacle FertilitycoreStrategic or Co-development PartnerFertility clinic partnership for surrogacy medical procedures. Pinnacle Fertility works with Roots Surrogacy to facilitate surrogacy journeys.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ConceiveAbilities: US surrogacy and egg donation agency with a vetted surrogate pool and tiered agency programs. Directly comparable to Roots on matching process, surrogate screening rigor, and intended-parent journey management.
• Growing Generations: Established full-service surrogacy and egg donation agency with a strong LGBTQ+ family-building focus. Comparable to Roots in serving intended parents across multiple tiers and coordinating with fertility clinics nationwide.
• Circle Surrogacy: One of the largest US surrogacy agencies, offering tiered programs and working with both domestic and international intended parents. Directly comparable to Roots in core service, pricing structure, and clinic-driven referral model.
• Fairfax Surrogacy: Full-service surrogacy agency with parent-financing options and a curated matching approach. Comparable to Roots in its consultative, education-heavy GTM and emphasis on transparent pricing tiers.
• Extraordinary Conceptions: Surrogacy and egg donation agency known for international intended-parent services. Comparable to Roots on agency structure, surrogate vetting, and tiered program offerings.
• Family Source Consultants: Surrogacy and egg donation agency serving US and international intended parents with a curated matching process. Similar to Roots in its boutique, high-touch case management model and clinic referral channels.

Others

• CCRM (Colorado Center for Reproductive Medicine): Major US fertility clinic network and Roots partner. Included as an ecosystem participant—the clinical counterpart that performs IVF and embryo transfers for Roots' matched journeys.
• Pinnacle Fertility: Multi-clinic fertility network and Roots partner. Listed here as an ecosystem participant rather than direct competitor, since it provides the IVF/embryo transfer procedures that feed Roots' surrogacy journeys.

Emerging players

• Cofertility: Family-building platform spanning egg freezing, egg donation, and surrogacy with a member-based model. Comparable to Roots in serving intended parents seeking egg donor and surrogate coordination, with a differentiated brand-led GTM.
• Nodal Health: Newer surrogacy platform that combines agency services with proprietary technology and transparent pricing. Adjacent peer to Roots, focused on modernizing the surrogacy experience with digital tools.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rootssurrogacyagency
• Instagraminstagram.com/rootssurrogacy
• TikToktiktok.com/@rootssurrogacy
• Xx.com/rootssurrogacy
• LinkedInlinkedin.com/company/roots-surrogacy

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Roots Surrogacy