ABOUT FLORA

FLORA is fertility insurance for the next generation of parents. We're building the first individually owned, portable fertility insurance in the U.S. Not tied to a job. Not locked behind a diagnosis. Yours to hold now, and use when you're ready.

FLORA is a new kind of fertility insurance.

It's built on a risk-sharing model where people fund each other's care, outside the traditional system.

Insurance is now being pointed where it's never really gone:
women's health and fertility.

We turn insurance into a tool for equity, covering the gaps that employers and health plans routinely miss.

This is your health, your timeline, on your terms.

We're building the platform to make that possible.

The plan works best for people who want kids someday and aren't trying yet.

You apply while you're planning ahead, and if you're approved, your coverage is there when the time comes: diagnostics, medications, IUI, and IVF, with a lifetime benefit of up to $50,000. Plans start as low as $15 a month.

WHY WE’RE BUILDING THIS

Fertility care is one of the largest predictable costs a young adult could face in their life, and almost no one is set up to absorb it.

1 in 6

people worldwide face fertility challenges at some point in their lives.

More than half

of young women under the age of 23 report experiencing "fertility anxiety" but aren't sure how to protect against it.

~30% a year

That's how fast egg freezing has been growing, as more people look for a way to ensure their future fertility. We think the bigger question is how to insure it.

OUR VALUES

PURPOSE

We started FLORA to close a gap that shouldn't exist. Every decision we make today shapes the future of women's reproductive healthcare.

INTEGRITY

We say what we mean and mean what we say. That's the only way to build trust with the people who depend on us.

ACCESS

FLORA exists because fertility insurance should be accessible. We're honest about who we reach and committed to expanding that circle.

PURPOSE

We are anchored in our why. The reason we are still in this room is because the work means something. Purpose is what protects us from drifting toward what's expedient instead of what's right.

INTEGRITY

The commitment to close the gap between what looks good and what is actually true. No overpromising. This applies to how we show up for policyholders, partners, investors, and each other.

LEGACY

We're setting a standard for women's health coverage that will outlast us. Our work now matters for decades to come.

COLLABORATIVE

Great things happen when people choose to build together. We see collaboration as core to how we operate, inside and out.

GRIT

We stay in it. Not because it's easy, but because it matters enough to keep going.

ACCESS

FLORA exists to bring more people through the door. This keeps us honest about who we are reaching, who we are still missing, and whether what we're building reflects that commitment.

LEGACY

We are shifting what is considered standard in women's healthcare. Every decision made now is being made for the women who will need this product ten years from now.

GRIT

The decision, made repeatedly and without fanfare, to stay in it. FLORA was not built from comfort or convenience. That spirit travels with everyone who joins the team.

COLLABORATIVE

People are always reaching out, wanting to build together. The fullest expression of this work is that it stays communal — inside the organization and out.

OUR STORY SO FAR

2022

FLORA founders Laura and Christy meet and decide they are the ones to close the fertility-coverage gap for the next generation of parents.

2023

Flora raises its first funding and works closely with InsurTech NY to bring standalone fertility benefits to market.

2024

Our pre-seed round closes, oversubscribed by 45%, backed by venture funds and strategic angels across insurance, tech, and women's markets.

2025

Flora secures A-rated reinsurance partners to back the product, a FIRST in this space and true category creation around women's health and reproductive access.

2026

Flora closes a $5M USD seed round backed by the most established investors in insurtech and consumertech.

Present

FLORA becomes the first individually underwritten fertility insurance available in the U.S. with more markets to follow.

FLORA was built by a founding team that has spent careers inside insurance, health tech, and women's markets, and got tired of watching fertility fall through the cracks.

Laura McDonald and Dr. Christy Lane are the founders behind FLORA, the first private fertility insurance on the market today. With seven children between them (ages 5-21), they know there is no single path to motherhood.

After meeting through a common connection in 2022, they boldly decided they would be the ones to close the fertility-coverage gap for the next generation.

With backgrounds in fintech, insurtech and digital health, 2 exits behind them, and lived experience in the fertility space, they are redefining what reproductive access looks like for future generations.

After meeting through a common connection in 2022, they boldly decided they would be the ones to close the fertility-coverage gap for the next generation.

FLORA fertility insurance resource for healthcare providers and patients

PROUDLY FOUNDED AND LED BY WOMEN

“While there is innovation in insurance, there remains a looming gap in products focused on women’s health and fertility. Flora represents positive impact insurance, merging insurance coverage with actionable data and health navigation. We can have a huge impact on quality of life and the future of family building.”

Dr.Christy Lane, PhD

Co-CEO and Founder

“Flora represents insurance at its best. A community of people coming together to fund one another’s risk. This pooled capital has the power to change lives and health outcomes. Flora is doing just that.”