, are many things—hope-restoring, peace-of-mind-buying, and literal life-giving—but one thing they are not is easy. In fact, as any person who has undergone fertility treatments knows, they can be extraordinarily challenging, both physically and emotionally. And while fertility clinics are incredible facilities that perform medical miracles, they don’t often have the bandwidth to nurture patients through these tough processes.
Through one of her clients, Bilali then met Kent—who previously ran WeLive for WeWork—but who had since begun working on products designed to help people through the painful process of IVF injections. He’d become engaged in these efforts after witnessing a family member endure the challenges of fertility treatments. “She was already physically, mentally, and emotionally distressed, and on top of that she was totally freaked out by starting the injections,” he says.
He subsequently became passionate about developing physical products that could ease this major pain point. “Then I met up with Leyla and fell in love with everything she was doing from a care perspective,” he says. “Together we found this beautiful intersection between physical products designed to help women feel like there was something purpose-built for this experience and virtual care that can support patients through every step of the journey.