The cofounder of Rock Health is developing a new reproductive health startup

later this year that will allow users to record information about their menstrual cycle.

DTC reproductive health startups are helping customers avoid costly fertility consultations not covered by insurance — delivering reproductive insights straight to their door. Most US health insurance companiesfertility services outright; instead, a couple must prove that they've struggled with infertility for a certain threshold of time before they receive approval for treatment coverage.

This can put individuals with a proactive interest or concerns about their reproductive health in a big financial bind, as they face paying out of pocket to get the information they're after: For example, a surprise $1,500 medical bill for fertility testing and a follow up consultation with her doctor was what inspired cofounder and CEO of fertility testing startup Modern Fertility Afton Vechery to create the company.

Natalist is steering clear of DTC prescription drug delivery, safeguarding it from some of the biggest potential scandals in reproductive health. Natalist looks to avoid the complications that come with prescribing and moving drugs, only providing"the essentials," Tecco told BI Prime. Tecco decided against entering the drug delivery market, saying"I ethically do not feel like building a, what I call a 'digital pill mill,' is good for the healthcare system." And we think this is a smart play given recent

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