How Fertilitæ is Transforming Women’s Health

Comprehensive, Personalized Fertility Assessments and Wellness Plans

One in Six Adults Experiences Infertility

6.7 million people, or one in every six adults, are affected by infertility. For women experiencing infertility, time is a precious resource. Often, there are major delays in diagnosis and treatment for conditions that might be affecting fertility (e.g. endometriosis, PCOS), or for getting IVF. 

Many individuals lack comprehensive knowledge about fertility, reproductive health, and potential barriers to conception. Understanding one's menstrual cycle, ovulation patterns, and basal body temperature can be crucial for optimizing the chances of conception. Better education and personalized insights can also help identify potential underlying causes of infertility and risk factors.

Coping with infertility can take a toll on mental well-being, as well. Guidance, support, and reassurance are helpful for those undergoing fertility journeys, but resources may be hard to find.

The Fertilitae Solution

Fertilitae is an all-inclusive fertility app offering a range of features to support individuals in their journey towards conception. Users can undergo a thorough fertility assessment through a specialized questionnaire, receiving a personalized Fertility Wellness Plan tailored to their pre-pregnancy and hormone goals. The app facilitates easy tracking of menstrual cycles, basal body temperature, and ovulation patterns, empowering users to understand their fertility better. 

In addition to tracking, Fertilitae provides extensive educational insights on fertility, hormonal health, genetics, and available options. Through exclusive brand partnerships, users can access a curated selection of fertility products and supplements. 

Expert guidance is also available via video calls for additional educational support, making Fertilitae a comprehensive tool for those navigating fertility concerns.

How Femovate helped Fertiltiae 

Fertilitae was awarded sponsorship through Guidea’s Femovate program for ‘22.

As part of the Femovate sponsorship, the digital health experts at Guidea worked with Fertilitae founder, Ashley Florestal, to refine the consumer user experience in the mobile app. Deliverables included an updated user experience, figma prototype, style guide and high fidelity designs for the mobile app.

"Working with Theresa and the team from Guidea was an amazing experience. They helped us with amazing updates to our UX and allow the true value of our assessment show through. They did an amazing job with the visual design as well for legibility as well! Thank you so much! We cannot wait to launch the new and improved app!"

-Ashley Florestal, Founder

For more information about Fertilitae, visit and follow them on LinkedIn

For more information on Femovate visit and follow us on LinkedIn

For interviews please contact Theresa Neil

Stay in touch

The application period for Femovate 2023-24 is now closed. Follow us on LinkedIn for updates and the selected startups announcement.