Scout InsurTech Interview with Flora

Flora is a fertility benefits company. They seek to help you plan, predict and pay for your future fertility — on your own terms and timeline. Andrew Daniels sat with Co-Founder and President, Dr. Christy Lane, to learn more about how Flora is impacting the industry.

Who are Flora’s clients?

Our company initially focuses on women, targeting those aged 20 to 34, while allowing them to use their coverage until age 44.

What does your product do?

We are the first individually-owned fertility insurance. Our product allows women, and eventually men, who have no known infertility concerns, to pay a reasonable monthly premium. If they require fertility treatment, we cover the associated costs.

How much capital have you raised?

We recently announced our capital raise, which was featured in Forbes. In our pre-seed round, we were oversubscribed at $1.5 million and have raised approximately $2 million in total.

Was the company born from within or outside the industry?

The company’s origins combine industry expertise and a focus on healthcare innovation. Both Laura, my Co-Founder, and I have extensive experience in the insurance industry. However, the product was heavily influenced by the need for better solutions in women’s health, particularly around fertility treatment. It’s a crossover between digital health and insurtech.

What growth metrics have you accomplished over the last 12 months?

Over the past 12 months, we’ve focused on securing capacity, which includes confirming a fronting carrier and reinsurance. This is a significant milestone. Additionally, we completed our pre-seed round and are nearing the completion of our tech stack. A critical piece of our progress is the development of proprietary underwriting and actuarial models. These allow us to price policies accurately and affordably, which is groundbreaking in a market dominated by group insurance with no individual risk selection.

Within your domain, what is the current challenge that the industry is facing?

Currently, one in six people will require fertility treatment, and the World Health Organization has declared infertility a global health crisis. Yet, over 80 percent of women have no coverage for fertility treatments, leaving the majority to rely on credit cards or high-interest loans. Existing group insurance products are expensive, inaccessible to most, and lack individual risk modeling. Flora addresses these challenges by offering affordable, individually owned and portable insurance policies. Beyond financial security, we’re building a community to provide education, support and empowerment around infertility and the journey to parenthood.

How does Flora take a unique approach to providing value?

Flora provides value through its individually underwritten model, which enables affordable and accurate pricing. Unlike group products, which are limited and costly, our policies offer flexibility and deep understanding of individual risks. We’re also building a community to support policyholders at various life stages—whether they’re in their 20s planning for the future or navigating the emotional and financial challenges of infertility. Additionally, we leverage predictive models to offer personalized lifestyle journeys, helping policyholders improve fertility through better understanding and actionable steps.

What inspired the team to start this company?

Personally, my inspiration stems from my own experiences with infertility. I had two children through fertility treatments and a surprise baby in my forties. I understand the emotional and financial burdens firsthand. My co-founder shares a similar vision, having witnessed a close family member go through infertility. Both of us have built and exited companies in adjacent spaces. My first company, Vivametrica, which exited in 2020, leveraged wearable devices to build predictive models for mortality and disease, which led me into insurtech. Laura, meanwhile, founded and sold the largest female-focused wealth education product in Canada. Together, we bring deep industry experience and entrepreneurial expertise to Flora.

Can you share any goal(s) for the next 12-month?

Our main goal over the next 12 months is to launch and start selling policies, with a target of Q1 for our initial rollout. With capacity secured, we’re focused on finalizing our tech stack, navigating legal and regulatory requirements and building out our distribution and partnership strategies.

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