Fertility start-up bags US$10.3m investment to launch ‘innovative’ membership model

The US women’s health and fertility start-up Oova has secured US$10.3m in funding to support women trying to conceive.

The company, which developed an at-home urine test that measures both luteinising hormone and progesterone to detect the most fertile days and confirm ovulation, is now expanding its at-home approach through a new subscription model.

The Oova membership would include The Oova Kit and would offer features such as personalised support and access to an online community.

“We recognise that women seeking to start or expand their families desire more than just a test or a tool—they want a comprehensive solution,” said Oova founder and CEO, Amy Divaraniya.

“With the introduction of the Oova membership, we are excited to provide women with a plan for the next steps in their journey to parenthood.

“By combining expert guidance, personalised recommendations, and a supportive community, we aim to empower women and ensure they have the tools they need to make informed decisions about their reproductive health.”

An expert in biomedical sciences, Divaraniya launched Oova after her personal struggles to conceive emphasised the lack of resources women have to access information about their own bodies.

Through the new membership model, led by funding from Spero Ventures, the founder says she aims to address women’s health needs holistically.

“Oova has really revolutionised the way we understand our hormonal health,” said Sara Eshelman, partner at Spero Ventures.

“By making clinical-grade hormone monitoring convenient and cost-effective for daily use, Oova is empowering its users to understand their cycles, improve fertility outcomes, and manage their symptoms.

“Simultaneously, Oova offers intricate datasets that provide patients and clinicians an unprecedented objective understanding of how hormones affect our health and well-being.

“We are honored to be part of the team’s mission to bring these capabilities to women, and to clinical care as a whole.”

Dr Eduardo Hariton, managing director of US Fertility Innovation Fund, said: “The US Fertility Innovation Fund is proud to partner with and invest in companies with the potential to transform the reproductive space.

“Oova is poised to do so by providing a more convenient and cost-effective way to measure reproductive hormones at home.

“Their assays have been rigorously validated and provide accurate results in minutes, allowing them to meet the unique needs of both patients and providers without some of the hurdles of venipuncture.”