Mira Fertility

Inito Inc

Inito sells at-home fertility testing kits and reproductive health monitoring devices designed to help users track ovulation, hormone levels, and fertility windows. They're notable for making clinical-grade fertility diagnostics accessible to consumers through smartphone-connected devices, serving individuals and couples seeking to understand their reproductive health without frequent clinic visits.

Know your body's fertility story without leaving home

Proov

Proov sells at-home hormone testing kits that allow users to track fertility and reproductive health through saliva and urine samples. They're notable for making fertility testing more accessible and affordable for women who want to understand their menstrual cycles and optimize their chances of conception.

Know your cycle, own your fertility journey

MyStartHealth

MyStartHealth sells at-home lab test kits that screen fertility, thyroid, cardiovascular, and metabolic health; single tests run $59-$99, while multi-panel “Baseline” bundles reach $199. All products are positioned in the mid-range tier and are sold exclusively through the brand’s own e-commerce site, with free first-class shipping to the lower 48 states. The company differentiates itself by pairing every kit with a telehealth consult and a personalized physician-reviewed action plan included in the price; results are delivered through a HIPAA-compliant dashboard within 5 days of sample receipt. Its best-known SKU is the “Couples Fertility Starter,” which tests 11 biomarkers for both partners in one combined package. Primary buyers are 25-40-year-old professionals and engaged couples who want baseline health data before trying to conceive or making lifestyle changes; they value speed, privacy, and medical guidance without visiting a clinic. The brand speaks to proactive, tech-savvy consumers who track sleep, nutrition, and fitness metrics and prefer subscription-free, pay-as-you-go testing. MyStartHealth competes with direct-to-consumer lab platforms and big-box retail mini-lab kiosks; it separates itself by bundling physician oversight and a tailored next-step plan at no extra cost, whereas rivals often upsell consultations or leave users to interpret raw data alone.

Know your body before life's biggest decisions

Cerascreen

Cerascreen specializes in at-home health testing kits that allow customers to collect samples (such as saliva, blood, or stool) and mail them to laboratories for analysis of various health markers including allergies, intolerances, hormones, and micronutrients. They're notable for making personalized health diagnostics accessible and affordable to consumers who want detailed insights into their health status without visiting a traditional doctor's office.

Know your body better without leaving your home

EverlyWell

EverlyWell sells at-home health testing kits that allow consumers to collect samples and receive lab results for various health conditions without visiting a doctor's office. They're notable for making preventive health screening accessible and convenient for people who want to monitor their wellness proactively or prefer the privacy and ease of testing from home.

Know your health without leaving your couch

oova.life

OOVA.life sells at-home diagnostic kits that measure multi-hormone fertility biomarkers; the flagship is a urine-based test strip system that pairs with a smartphone app to quantify progesterone and estrogen metabolites. Kits are priced at a premium level—about $159 for a 20-strip refill bundle—and are sold exclusively through the brand’s own e-commerce site, with subscription discounts and HSA/FSA eligibility. The company’s core edge is clinical-grade accuracy without a blood draw: the patented strip chemistry and AI-read camera module deliver lab-level hormone values in 10 minutes, then the app translates data into daily fertility scores and personalized cycle insights. OOVA is physician-founded, peer-reviewed, and used in major fertility clinics as an adjunct to cycle monitoring, positioning it as a medical device rather than a wellness novelty. Primary buyers are 25-40-year-old women with irregular cycles, PCOS, or recurrent pregnancy loss who want objective data to time intercourse or guide treatment discussions with reproductive endocrinologists. The brand appeals to science-minded consumers who value privacy, hate repeated clinic visits, and prefer evidence over basal-body-temperature guesswork. OOVA competes in the crowded fem-tech fertility space against both cheap ovulation-prediction strips and subscription hormone-mail services; it differentiates by offering real-time quantitative results for two key hormones on a single disposable strip, eliminating the wait and biohazard shipping required by saliva or blood-spot kits.

Your cycle data, in ten minutes, without the clinic wait

CircleDNA

CircleDNA sells personalized DNA testing kits and health reports that analyze your genetic data to provide insights into disease risks, nutrition, fitness, and wellness recommendations. They're notable for making advanced genetic testing accessible to consumers at home, appealing to health-conscious individuals who want data-driven insights into their biology and preventive health strategies.

Your genes hold the answers to better health decisions

Try Getzealthy

Try Getzealthy sells at-home lab-test kits that screen fertility hormones, thyroid, vitamin levels, STDs and heavy metals; everything is mailed to the customer’s door and processed in CLIA-certified partner labs. Kits run $89-$349, placing the line in the mid-range tier between discount strips and high-end clinic panels. Sales are online-only through try.getzealthy.com; no subscription is required and results are delivered digitally within 2-5 days. The brand’s hook is “test from home, pay once, keep the data”: every kit includes physician review, a plain-language report and a downloadable PDF that users can take to any provider. Packaging is discreet, shipping is free both ways, and the site lets customers bundle male-female fertility pairs or build a custom panel—options rarely offered by single-purpose test startups. Primary buyers are 25-40-year-old professionals and engaged couples who want baseline health data before trying to conceive or starting IVF; privacy, speed and cost transparency outweigh the desire for in-person consultation. The aesthetic is clean, gender-neutral and clinical without being sterile, appealing to values of autonomy, evidence-based planning and minimal clinic visits. Getzealthy competes in the direct-to-consumer diagnostics space against single-category strip brands and full-stack telehealth clinics. It differentiates by offering multi-panel flexibility, one-time pricing and fertility-specific bundles while still providing clinician oversight, positioning itself as a faster, more modular alternative to both doctor-ordered lab work and subscription wellness kits.

Know your body before your doctor does