Fertitude is a digital platform that provides women with on-demand and stigma-free access to fertility and reproductive health products and services. It helps women monitor and manage their reproductive health in between doctor visits. One can also connect anonymously with other women in similar reproductive stages. Fertitude also  provides a clear action plan when symptoms are noticed.

Looking ahead with Fertitude

With Fertitude, Dr. Kieva, a doctor turned  entrepreneur, hopes to create a society in which no woman experiences loneliness or humiliation during her reproductive journey and can have comprehensive care whenever she needs it.

As International Women’s Month highlights female empowerment, we spoke to Dr. Kieva Chris-Amusan about medical innovation, entrepreneurial resilience, and how she isn’t just creating another health tech platform (Fertitude), but also coordinating a cultural shift in how women access and experience fertility care. 

Women’s Tabloid: What inspired you and your co-founder, Grace, to start Fertitude, and how has your personal journey influenced its mission?

Dr. Kieva Chris-Amusan: It started from a personal place for both of us. I’m a doctor, but even with all my knowledge, I found myself struggling to make sense of some of my own health issues. Around me, friends were dealing with things like PCOS, fibroids, fertility challenges—and they didn’t know where to turn for help. Grace and I realized this wasn’t just a “me” or “my circle” problem. Women everywhere were looking for answers, and they were tired of being dismissed or left to figure things out on their own. Fertitude was our way of saying, “You’re not alone, and you deserve better.”

WT: How does Fertitude differentiate itself from other reproductive health platforms or apps available in the market?

KCA: Most platforms focus on tracking periods or offering general advice. We go deeper. Fertitude combines personalized AI support with affordable doctor consultations and a stigma-free space where women can get real answers. Plus, we’re building specifically for women in Africa and emerging markets—places often left out of the conversation..

WT: Can you elaborate on the specific features of Fertitude that help women with conditions like PCOS, endometriosis, or fibroids?

KCA: We’ve designed Fertitude to be a one-stop support system. For women dealing with PCOS, fibroids, or endometriosis, we offer:

• AI-powered symptom checks that help women understand their bodies better.
• Affordable access to gynecologists for expert advice.
• Cycle tracking that’s built to flag irregularities, not just tell you when your period’s coming (this feature is currently in beta)
• Educational resources and guides, written by doctors, that simplify complex conditions

We want women to feel informed, empowered, and supported every step of the way.

WT: What challenges did you face as a medical professional transitioning into an entrepreneur, especially in the femtech space?

KCA: I didn’t move straight from medicine into femtech. After medical school, I explored other areas—e-commerce, marketing, and building communities—which raised a lot of questions from people who expected me to follow the “traditional” path. I also had to deal with the personal weight of leaving behind years of medical training.

But in the end, none of it was wasted. Every experience has shaped me and prepared me for Fertitude. I’ve come full circle, and this feels like the work I’m meant to do.

One thing I’ve found is that medical training teaches you how to adapt, even under pressure. That’s been a huge advantage—whether it’s dealing with the fast pace of startup life or solving tough problems as we build Fertitude. It’s helped me stay focused, no matter the challenges.

WT: How does Fertitude ensure that its users receive accurate and personalized medical advice while maintaining accessibility and affordability?

KCA: We combine AI technology with human expertise. Our AI helps women get instant, science-backed answers, but we also have real doctors available for consultations. This mix helps us stay affordable while still offering trusted, personalized care. To maintain affordability, we’re also exploring partnerships with organizations to subsidize costs for women who can’t afford to pay.

WT: What role does community support play in Fertitude’s platform, and how do you foster a safe space for women to connect and share their experiences?

KCA: Community is everything. We’ve built private forums where women can ask questions, share experiences, and support one another—without fear of judgment. Our team actively moderates the space to keep it respectful and supportive. 

We also run campaigns and events that encourage women to open up and share their stories. When one woman speaks, it gives others the courage to do the same.

WT: Given the emotional toll of reproductive health issues, how does Fertitude integrate mental health support into its services?

KCA: We recognize that reproductive health isn’t just physical—it’s emotional too. Fertitude offers mental health resources, including access to counselors, and guided wellness content focused on stress management, self-care, and mindfulness. We also make sure that our community spaces are safe and empathetic, because sometimes just knowing you’re not alone can make a huge difference.

WT: What are your future plans for expanding Fertitude’s reach and impact globally? Are there specific regions or demographics you aim to target next?

KCA: We’re focused on expanding across Africa first, starting with Nigeria. From there, we’re eyeing other emerging markets, where access to reproductive healthcare is still a huge challenge. Our goal is to reach at least 1 million women in the next 3 years, through both direct users and partnerships with governments, NGOs, and employers.

WT: How do you measure the success of Fertitude in improving women’s reproductive health outcomes? Can you share any notable success stories or milestones?

KCA: We look at real impact—how many women are getting answers, booking consultations, and taking charge of their health. 

One milestone we’re proud of is reaching over 2,000 active users, many of whom had never spoken to a doctor about their reproductive health before Fertitude.

One story that stands out is a woman got a consult through our app, was referred for a scan, and finally got a proper diagnosis for PCOS. She told us Fertitude gave her clarity and peace of mind after years of confusion. That’s why we do this.

WT: How do you address gaps in healthcare through technology and innovation?

KCA: We bridge gaps by making reproductive healthcare affordable, accessible, and easy to understand. Our AI health assistant helps cut down wait times and provides quick answers. Our focus on user-friendly design ensures even women who aren’t tech-savvy can benefit. We’re constantly listening to our users to improve and meet them where they are. 

Starting Fertitude wasn’t just about building a business—it was about solving a problem that shouldn’t exist. Women clear answers about their bodies, easy access to doctors, and real support when they need it. That’s what we’re building.

The journey hasn’t been easy, but I’ve learned that you don’t build something this big alone. From the early believers who tested our ideas, to the doctors, advocates, and women who show up for this mission daily—this vision exists because we built it together.