Flora Fertility Announces $1.5M Pre-Seed Round to Bring Fertility Insurance to Market

In October 2024, Flora Fertility, a startup that went through our venture studio, announced a $1.5M pre-seed financing round. The round was led by Highline Beta, along with US-based investors, Cartography Capital and Everywhere Ventures, along with a group of strategic angel investors.

This investment will drive the launch of Flora’s first-of-its-kind private fertility insurance product across the U.S. and Canada, making fertility treatment more accessible and affordable for millions.

“We’re thrilled to see Flora get to this next stage of their journey,” said Ben Yoskovitz, Founding Partner at Highline Beta. “It’s really just the beginning. Flora has the potential to transform how women manage their reproductive health through a new insurance product. This is a huge problem and it’s only getting worse. Flora can improve the lives of million of women and families.”

Flora Fertility is pioneering a new approach. Unlike traditional models that rely on loans or group offerings that lack portability, Flora offers the first individually-owned fertility insurance solution, empowering individuals to take control of their reproductive health, no matter where they work or live. Initially targeting women as the primary policyholders, Flora’s insurance plan will be available through partnerships with women’s health apps, SMB employers, and other channels across North America.

“Our mission is simple: we want to make fertility care accessible and affordable for everyone,” said Laura J. McDonald, co-founder of Flora Fertility. “With our unique solution, women and families can proactively safeguard their reproductive future. The overwhelming response we’ve received demonstrates how deeply this resonates with future policyholders.”

We’re excited to see what Flora Fertility does in the future.