Flora
Individually-owned, portable fertility insurance for every life stage
Overview
Flora is a fertility insurance MGA offering individually-owned, portable policies to consumers in the United States. Founded in 2023 by Laura J. McDonald and Dr. Christy Lane, the company addresses the gap left by employer-sponsored fertility benefits by giving individuals coverage they own and retain regardless of employment changes.
Flora underwrites policies through partnerships with A-rated insurance carriers and a global reinsurance panel. Its underwriting process uses AI-driven individualized risk modeling alongside proprietary advanced underwriting methodologies. Policies cover diagnostics, medications, IUI, and IVF, with premiums starting at USD 20 per month.
Distribution channels include direct-to-consumer, SMB employers, and integrations with womens health applications that collectively reach over 10 million prospective policyholders. Flora participates in the BrokerTech Ventures 2026 accelerator to build broker relationships and pilot programs. As of April 2026, the company has closed a USD 5M seed round and is preparing its US market launch, with a Canada expansion planned thereafter.
Products & Services
Flora Fertility Insurance
Individually-owned fertility insurance policy covering the full spectrum of reproductive healthcare. Policies are portable across job changes and personal circumstances, giving policyholders continuous coverage independent of their employment status.
Key Features
- Diagnostic testing and evaluations
- Fertility medications
- Intrauterine insemination (IUI)
- In vitro fertilization (IVF)
- Coverage starting at USD 20/month
Target Users: Women aged 20-34, individuals and couples seeking reproductive healthcare coverage, Gen Z and millennial consumers, SMB employers seeking supplemental fertility benefits.
Distribution: Direct-to-consumer, employer partnerships, womens health app integrations, broker channel (via BrokerTech Ventures)
At a Glance
- Founded
- 2023
- Headquarters
- Toronto, Ontario, Canada
- Employees
- 11-50
- Funding
- USD 6.5M (Pre-Seed + Seed)
Category & Focus
Links
Last updated: 2026-06-15