New Real-World Data From Oova and Flora Fertility Reveals the Hidden Cost of the Fertility Journey Before Treatment Begins

Among users of clinically validated at-home hormone monitoring who conceived, the median journey was three cycles and roughly $543, paid entirely out of pocket, before fertility benefits ever engaged

NEW YORK, Sept. 28, 2026 /PRNewswire/ -- Oova, the clinically validated at-home hormone monitoring platform, and Flora Fertility, the first personally owned fertility insurance product, today released a real-world analysis documenting a gap in how fertility benefits are designed: the months, and sometimes years, that people spend seeking answers about their fertility before coverage begins.

The analysis, drawn from 49 Oova users spanning 2021 to 2026 who subsequently reported a pregnancy, found that users tracked a median of four hormone cycles and spent hundreds of dollars out of pocket, with some spending more than $2,000 across multiple years. Among these users, the median journey to conception was three tracked cycles, with 73% conceiving within six, at an average monitoring cost of approximately $543, compared with published average costs of $1,000 for a fertility diagnostic workup and $38,000 for a single IVF cycle.

Because the analysis included only users who reported a pregnancy, the findings describe journey length and cost within that group rather than conception rates or treatment savings, questions the companies' forthcoming research is designed to address.

"Closing the knowledge gap in women's health matters to us as much as closing the coverage gap. That's why we prioritize educational resources for our members," said Dr. Christy Lane, Co-Founder of FLORA. "This data gives us a clearer picture of the months before diagnosis, and it's a chance for FLORA and the industry to build better support even earlier. With FLORA, people can secure that coverage proactively, long before they ever need it."

"The women in this data weren't waiting for the system, they were solving the problem themselves, cycle after cycle, at their own expense," said Dr. Amy Divaraniya, Founder of Oova. "The question for the industry is why the most engaged phase of the fertility journey is the one nobody supports."

Oova and FLORA Fertility are extending the research through a follow-up study of members' care journeys and employer pilots offering covered hormone monitoring to employees actively trying to conceive.

The full white paper, "Before Fertility Treatment: What Real-World Hormone Tracking Reveals About the Cost and Duration of the Trying-to-Conceive Journey," is available at https://www.oova.life/before-fertility-treatment.

About Oova:
Oova is a hormone intelligence platform helping women understand fertility, perimenopause, and hormonal health through daily hormone testing, symptom tracking, and longitudinal interpretation. Oova's platform is trusted by hundreds of clinicians and thousands of women seeking deeper insight into their changing bodies. Learn more at oova.life.

About Flora:
Flora Fertility Inc. is transforming the way fertility treatments are funded through the first individually-owned fertility insurance platform. With policies available in the U.S. starting at just $20 per month, Flora makes fertility care accessible and affordable for the next generation. Backed by A-rated insurance partners and a global reinsurance panel, Flora covers the full spectrum of fertility treatment — from diagnostics and medications through IUI and IVF. For more information, visit heyflora.com.

Media contact: Ioana Calcev, [email protected]

SOURCE Oova