How Proov is Transforming Women’s Health

Empowering women with hormone insights and education

Apps, ovulation tests, and devices can be helpful for tracking your fertile days, but they can miss fertility red flags. 

Ovulation is more than a “yes/no”; it’s possible to release an egg but still not have enough progesterone to support implantation. Progesterone is crucial for starting and keeping a pregnancy going. The current limitations of serum hormone testing fail to give a complete picture of progesterone production across the luteal phase required for pregnancy.

Current ovulation tests typically work by detecting the surge in luteinizing hormone (LH) that occurs just before ovulation. These tests, often in the form of urine strips or digital monitors, are designed to indicate when a woman is most fertile and likely to ovulate.

However, these tests have limitations. One common issue is that they only detect the LH surge, which doesn't guarantee that ovulation will occur. Some women may experience an LH surge without actually ovulating, leading to false positives. Additionally, these tests may not accurately predict the timing of ovulation for every woman, as individual cycles can vary in length and hormone levels. Furthermore, these tests do not provide information about other hormones crucial for fertility, such as progesterone, which plays a key role in preparing the uterus for implantation and maintaining early pregnancy.

Proov’s Solution

Unlike other tests, Proov is the only FDA Cleared test to confirm ovulation at home. Proov offers a suite of diagnostics to provide fertility insights throughout the entire menstrual cycle. When paired with the free Proov Insight app, Proov's easy, at-home urine tests provide a science-backed fertility coach. 

First, a woman can measure all of the menstrual hormones daily with Proov tests, then snap a photo of each test within the Insight app. Then, a woman can follow the in-app prompts throughout her cycle to understand her ovulation status. Proov measures a hormone marker released after ovulation, called PdG, that supports implantation and tracks it during the implantation window. The Proov Insight App allows users to see full-cycle hormone insights, including an Ovulation Insights score. Additionally, the app generates a personalized action plan to maximize wellness or develop a fertility strategy.

“Since 2016, we’ve been committed to empowering women with affordable fertility diagnostics. Our program is priced at a fraction of the cost of IVF, which can be upwards of $15,000 per cycle, and has shown to reduce the need for such expensive treatments in about 30% of couples.” - Amy Beckley, CEO and Founder of Proov

How Femovate Helps

Proov was awarded sponsorship through Guidea’s Femovate program for ‘23-’24.

As part of the Femovate sponsorship, designers and researchers from Guidea are working closely with the subject matter experts at Proov to create an exceptional customer experience for women seeking accurate insights about their hormones.

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

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