Flora Fertility

Flora Fertility is a direct-to-consumer fertility insurance carrier focused on women in North America, offering individually portable policies that cover diagnostics, medications, IUI, and IVF. The company targets women aged 20-34, providing coverage before fertility challenges arise rather than as a response to them.

The company operates a proprietary underwriting engine that generates quotes and approvals based on individualized risk profiles, using machine learning to assess applicant characteristics. Policies are distributed through multiple channels including women's health apps, affinity organizations, and employer benefit programs. Monthly premiums range from USD 15 to USD 70, with lifetime benefits of up to USD 50,000 through age 45.

Founded in 2023 by Laura J. McDonald and Dr. Christy Lane, Flora closed a USD 5M seed round in April 2026 led by ManchesterStory, with participation from TruStage Ventures, BDC Capital, and Slauson & Co. The company launched in the United States in 2026, with Canada to follow, and has established distribution partnerships reaching over 10 million prospective policyholders across North America.