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Modern Fertility

Modern Fertility

Accessible Fertility Insights

Andrew Kuzemczak
July 30, 2025

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TL;DR

Founded in 2017, Modern Fertility provides personalized, at-home hormone testing for key fertility markers like AMH, with results supported by telehealth and educational resources. Their scientifically validated approach makes fertility insights accessible and user-friendly.
Modern Fertility fits squarely in the expanding fertility and consumer diagnostics markets, tapping into growing demand for convenient, affordable, and proactive reproductive health tools. Its direct-to-consumer, science-backed model meets the needs of younger, tech-savvy users seeking early fertility insights outside traditional clinical settings.
By lowering costs and improving access, Modern Fertility helps identify fertility issues earlier, potentially reducing expensive treatments later. Their direct-to-consumer model expands access to underserved populations and supports informed reproductive decision-making.

Hi friend,

Welcome back to Future Human! Here at Weill Cornell, we have about 2.5 weeks left of our one and only summer. Put in other terms, I am experiencing my life’s final episode of back-to-school dread. The constant TV commercials are exhausting, YouTube ads are getting out of hand, and Walmart seriously needs to stop pushing backpacks and notebooks front and center as early as July. Don’t they know we are fragile. Either way, I am taking it all in because technically I will never be able to feel this again after this year. For context, med school rotations, research, sub-internships, and aways run for three years straight through to graduation. So yeah, no matter how much I love learning, I will be savoring these next 19 days.

Alright, let’s switch gears back to science—specifically, fertility.

Over the past few weeks, our research associate Isabelle has led internal initiatives focused on marketing and network development. At one of our last standups, however, she wanted to jump back into pulling data for the next deep dive and was very excited about the innovative work in fertility. The company she mentioned was one I knew from a short LinkedIn post, but I was eager to learn more–so we dove in.

So with that, let me ask you:

Would you feel comfortable making decisions about your reproductive timeline based on a single at-home hormone test—knowing it offers a more affordable and convenient option than traditional lab testing, even if the science behind it is still evolving?

The Story

Modern Fertility was founded in 2017 with a clear mission: to make fertility information more accessible, personalized, and empowering. The idea took root when co-founder Afton Vechery—then working as a product manager at the consumer genetics company 23andMe—recognized a major gap in how people were accessing and understanding their reproductive health. While at 23andMe, she saw firsthand how direct-to-consumer genetic testing could reshape personal health decision-making. But when she tried to explore her own fertility, she was shocked by the lack of accessible and affordable options. Fertility testing at clinics often required steep out-of-pocket costs and time-consuming appointments. Vechery saw an opportunity to bring consumer-grade convenience to a traditionally opaque corner of healthcare—and she teamed up with Carly Leahy, a former creative at Uber, to make it happen. I first heard about this partnership in 2024, well before the newsletter launched, so I took to LinkedIn to learn and write at the time. This field is vastly underserved but steadily advancing. At Future Human, we’re excited to contribute in any way we can.¹^,²

Together, Vechery and Leahy launched Modern Fertility as a science-backed platform that could bring clinical-grade hormone testing directly into people’s homes. The test—designed to be customized based on whether the user is on birth control—measures key fertility hormones like AMH, FSH, and TSH, offering insights into ovarian reserve, thyroid health, and overall reproductive status. But testing was only one part of the vision.

Modern Fertility then created a holistic digital experience: results are reviewed via telehealth, fertility nurses are on call to answer questions, and users are invited to seminars (coined “Egginars”), where they can learn and ask questions in real time. It’s a wraparound experience intended to provide not just data, but community for navigating a complex health journey.

Investors took notice. In 2018, Modern Fertility raised a $6 million seed round led by Maveron and Union Square Ventures—firms known for backing consumer-facing startups. This capital enabled the team to expand product development, build a robust clinical advisory board, and broaden their educational efforts around fertility health.³

In deciding on our next deep dive subject, the Future Human team also pushed Modern Fertility to the top for a few other reasons. Namely, its our first startup that has been acquired–a wildly different status from the independence of our previous 22 companies. Modern Fertility was acquired by Ro in May 2021 for more than $225 million.

Ro, a telehealth giant initially known for direct-to-consumer services like ED treatment and hair loss medication, saw the acquisition as a strategic entry into women’s health. With Modern Fertility’s capabilities, Ro expanded its reach to cover a critical and underserved area of care—fertility education and testing for people well before they step foot into a fertility clinic. It marked a significant moment in the broader trend of consumer health companies folding more specialized care into vertically integrated platforms.⁴

The Tech

Modern Fertility’s core innovation lies in making clinical-grade fertility hormone testing more accessible and user-friendly—without compromising on medical rigor. The process begins with a licensed physician reviewing the user’s health information and authorizing the appropriate test. From there, users choose between two sample collection methods: a finger-prick blood test that can be done at home or a traditional venous blood draw at a local Quest Diagnostics lab. Importantly, the testing panel is personalized based on whether or not the user is on hormonal birth control, since some hormones like FSH and LH are suppressed by contraception and may not yield meaningful insights. The collected samples are processed in CLIA-certified labs, ensuring the same level of quality and compliance as traditional clinics. Once results are ready, users receive them via a personalized digital dashboard within the Modern Fertility app, contextualized against age-based clinical guidelines and interpreted by fertility specialists.

At the heart of Modern Fertility’s offering is its flagship Modern Hormone Test, which measures up to seven key reproductive hormones. The core analyte—Anti-Müllerian Hormone (AMH)—is included in every test and serves as a key marker of ovarian reserve. Depending on birth control status, other hormones such as FSH, LH, TSH, and estradiol may also be included to build a more complete hormonal picture. The platform goes beyond raw numbers: users receive customized reports that help explain what hormone levels may imply for egg freezing, IVF readiness, menopause timing, or general reproductive health. The app also allows users to download their results to facilitate conversations with their OB-GYN or reproductive endocrinologist.⁵

Modern Fertility complements this hormone testing with a suite of FDA-compliant at-home diagnostics—including LH ovulation kits and hCG pregnancy tests—that are guided by mobile-based instructions to improve usability. The result interpretation is reviewed by endocrinologists, ensuring accuracy.

Crucially, and something we always look for immediately, Modern Fertility’s approach has been validated by science. In 2019, the company sponsored and published a peer-reviewed study in Obstetrics & Gynecology showing that hormone measurements from at-home finger-prick samples were clinically interchangeable with traditional venipuncture samples. The study demonstrated near-perfect correlation (0.99–1.0) across all tested hormones with high accuracy (mean recovery of 95.5–102.3%) and a low coefficient of variation (<13%), confirming the reliability of its testing methods even outside the clinical setting. I know, I know—they sponsored the study, but the results are impressive nonetheless. We’ll be watching closely for future, fully independent findings.⁶

The Market

Modern Fertility entered a space long dominated by reactive, clinic-based fertility care and transformed it into a proactive, consumer-first experience. Traditionally, fertility testing and treatment are not accessible until a couple has spent a full year trying unsuccessfully to conceive. This standard creates a critical information gap at a time when many people are trying to plan ahead for their futures. Modern Fertility breaks that mold by offering mail-order tests that cost a fraction of traditional in-office evaluations and can be taken without waiting for a diagnosis of infertility. This model empowers individuals to assess their fertility status earlier, on their own terms, and with greater privacy and control.⁷

The market opportunity for such a shift is massive. The global fertility industry reached $36.5 billion in 2024 and is expected to more than double—hitting $85.5 billion—by 2034, growing at a compound annual growth rate (CAGR) of 8.9% over the decade. In the U.S., market growth is being driven by increasing uptake of IVF, greater insurance coverage, and rising demand for fertility diagnostics among younger individuals planning ahead. In my eyes, Modern Fertility sits squarely at the intersection of two major trends: a booming fertility market and a fast-growing consumer diagnostic space.⁸

More specifically, the fertility testing subsegment is projected to grow from $623 million in 2023 to $1.26 billion by 2033, reflecting a CAGR of 7.3%. This growth is being fueled by greater awareness of fertility health, increased emphasis on family planning, and the destigmatization of egg freezing and assisted reproductive technologies. Modern Fertility’s focus on convenience, affordability, and science-backed interpretation gives it a significant edge in reaching users earlier than traditional clinics—often years before they would otherwise seek care.⁹

Modern Fertility also benefits from rising adoption of at-home health testing more broadly. The global at-home health testing platform market is valued at $13.4 billion as of 2024 and is projected to grow at…19% annually to reach $25.9 billion by 2033! Monstrous projections. Fertility testing is a major subcategory of this trend, with over 8.2 million fertility kits distributed globally in 2023 alone. High adoption rates are seen in the 25–35 age demographic, particularly in Western Europe and the U.S.—two of Modern Fertility’s strongest markets. By combining medical-grade quality with approachable design and digital tools, Modern Fertility has positioned itself as THE player in both the fertility and consumer diagnostics arenas.¹⁰

The Sick

Modern Fertility doesn’t just offer lab tests—it gives users agency over deeply personal decisions that have historically been shrouded in uncertainty, cost, and clinical gatekeeping. Many of the conditions that affect fertility, such as Diminished Ovarian Reserve (DOR) or Polycystic Ovary Syndrome (PCOS), can go undetected for years—until people actively begin trying to conceive and are met with unexpected challenges. Modern Fertility steps in much earlier. By offering access to clinical-grade hormone testing—including key markers like AMH (Anti-Müllerian Hormone), FSH, LH, and TSH—users can gain insights into their reproductive health long before they face the stress of infertility treatment. This proactive approach helps people understand, plan for, and make informed decisions about their fertility timeline.¹¹^,¹²

One of Modern Fertility’s most impactful tools is its use of AMH to assess ovarian reserve. AMH is a hormone secreted by the small follicles in the ovaries and reflects the number of eggs remaining. Unlike other markers like FSH, AMH levels are stable throughout the menstrual cycle and not suppressed by estrogen feedback, making it an ideal early indicator of declining fertility. As AMH levels drop with age—or in cases of early menopause or post-chemotherapy ovarian damage—Modern Fertility’s test can help individuals identify that trajectory early enough to consider options like egg freezing or earlier family planning.¹²

The test also offers potential early insights into conditions like PCOS, which affects up to 13% of women of reproductive age, yet remains undiagnosed in up to 70% of cases globally. PCOS is one of the leading causes of infertility and is typically diagnosed based on a combination of symptoms and hormone levels—including elevated testosterone, irregular periods, and high AMH. Modern Fertility’s hormone panel can help detect patterns suggestive of PCOS, offering a critical head start for users who may not otherwise recognize the signs. The condition’s high prevalence and its impact on ovulation have made it a major focus of the fertility testing industry, and Modern Fertility’s platform gives patients a powerful tool to take charge of their reproductive health journeys.¹³

Additionally, Modern Fertility includes TSH testing to screen for thyroid dysfunction, which is both common and underdiagnosed among people trying to conceive. Subclinical hypothyroidism and thyroid autoimmunity can interfere with ovulation, increase miscarriage risk, and affect pregnancy outcomes—yet they are often missed because many providers do not screen preemptively. Despite ongoing debate in the medical community around universal screening, proactive consumers are demanding access to this testing based on real-world experiences. Modern Fertility meets that demand, giving users evidence-based tools that are often absent from standard care—backed by clinical guidelines and made accessible on their own timeline.¹⁴^,¹⁵

The Economy

The economic burden of infertility is immense—not just for individuals, but for healthcare systems and employers alike. A typical patient undergoing in vitro fertilization (IVF) will go through more than two cycles, with cumulative costs often reaching between $40,000 and $60,000. These expenses are largely out-of-pocket, as fertility care remains unevenly covered in the U.S. insurance wasteland. While some employer health plans offer benefits, 29 states have no mandate for private insurers to cover IVF, and self-insured plans (which cover 61% of workers) are often exempt from those mandates. Medicaid and other public plans provide little to no support for fertility services. This leaves millions of Americans without access to the diagnostics or treatments they need to address infertility.¹⁶^,¹⁷^,¹⁸

Modern Fertility could help reduce this burden by enabling earlier, lower-cost interventions. Comprehensive fertility workups at clinics typically cost $1,000–$3,000—just for testing—before adding the price of consultations, procedures, or egg preservation. I don’t think I need to spell out what this does to the socioeconomic diversity of populations seeking fertility support. Modern Fertility’s hormone panel, by contrast, costs just $179 and is eligible for FSA/HSA reimbursement. By identifying issues like diminished ovarian reserve, PCOS, or thyroid dysfunction earlier in the reproductive timeline, users can make more informed decisions about egg freezing, lifestyle changes, or when to start trying to conceive. In some cases, this early insight could reduce the need for invasive, expensive procedures later on, shortening time to conception and improving outcomes.¹⁹

The company’s direct-to-consumer model also addresses key geographic and socioeconomic barriers. As you can guess from the take above, fertility clinics are disproportionately located in high-income, urban areas, leaving many rural and lower-income communities underserved. By offering a mail-order solution that doesn’t require clinic access—or the permission of an employer—Modern Fertility democratizes fertility insights and provides an entry point into a system that has historically been exclusionary and opaque.²⁰

The broader economic implications extend beyond healthcare costs. Delayed or impaired fertility has ripple effects on workforce participation, emotional well-being, and long-term financial stability—particularly for people who are blindsided by fertility challenges in their 30s or later. Early detection and planning can help users avoid costly delays and make proactive life and career decisions. As more employers look to add fertility benefits via platforms like Carrot, Maven, and Progyny, Modern Fertility’s approach could complement these efforts by providing earlier access to diagnostic information, reducing overall healthcare spending, and improving productivity by giving users greater clarity over their reproductive future.

My Thoughts

In nearly all cases, democratized health insights are a tremendous step in the right direction (there is an argument for delaying information release until a physician can interpret it, but that’s a conversation for another day). In the world of fertility, democratization is almost universally positive. Watching Afton and Carly lead Modern Fertility to the forefront of women’s digital health is truly amazing.

I urge the remaining 29 states to advance legislation mandating private insurers to cover IVF. Even the staunchest opponents of reproductive freedom tend to preach the importance of having more kids to fix population decline. Funny how the same argument secretly champions IVF access—whether they want to admit it or not. People should be empowered to decide with all the information in hand. We should not interrupt their choice but rather inform it. Thank you to Modern Fertility for bringing about this valuable information for all.

To more lives saved,

Andrew

I always appreciate feedback, questions, and conversation. Feel free to reach out on LinkedIn @andrewkuzemczak.