Flora Fertility, the first individually owned fertility insurance platform, has partnered with Clue, the women-led, science-driven period and cycle tracking app, in a collaboration aimed at advancing fertility education and access.
The partnership brings together two women’s health companies working on different sides of the fertility planning conversation. Clue provides science-based insights to help people understand their menstrual cycles and reproductive health, while Flora gives women a way to financially prepare for fertility care before they need it.
Through the partnership, Clue will introduce its community to Flora’s proactive approach to fertility insurance, while new and existing Flora policyholders will receive complimentary access to Clue Plus. The premium subscription includes advanced cycle insights, predictions and pattern analysis, alongside up to $50,000 in future fertility coverage through Flora, subject to policy terms and eligibility.
The companies say women are often thinking about fertility well before they are ready to have children, while education and financial support frequently begin only after someone starts trying to conceive or encounters a fertility challenge.
Flora cites figures showing that 69 per cent of Gen Z women are concerned about their future fertility, while 59 per cent feel uninformed about their reproductive health. Clue says its platform is used by more than 100 million people worldwide, giving the partnership access to an established global audience already engaging with reproductive health information.
Connecting Reproductive Health Information With Financial Planning
The partnership links two areas of women’s health that are often approached separately.
Clue’s platform allows users to track their menstrual cycles and access information about reproductive health, while Flora’s insurance model is designed to help individuals plan financially for potential fertility treatment.
Dr Christy Lane, co-founder and co-CEO of Flora Fertility, said the partnership is intended to help women turn information about their reproductive health into longer-term planning.
Laura McDonald, co-founder and co-CEO of Flora Fertility, said fertility education often begins only when someone is already facing a reproductive health challenge. The partnership with Clue is designed to bring those conversations forward.
For Clue, the collaboration extends its role beyond cycle tracking and into broader conversations around reproductive health and future fertility decisions.
Hugo Marshall, Commercial Director at Clue, said the partnership would allow fertility education to become part of the information available to its community earlier in people’s reproductive lives.
A Different Approach to Fertility Insurance
Flora describes itself as the first individually owned fertility insurance platform. Its model is designed to allow individuals to purchase fertility coverage directly rather than relying solely on employer-sponsored benefits.
Flora says its policies start at $15 per month and can cover fertility care ranging from diagnostics and medications through to intrauterine insemination and in vitro fertilisation, depending on the policy and eligibility requirements.
The company says it is backed by A-rated insurance partners and a global reinsurance panel.
Flora raised $5 million in seed funding in April 2026 in a round led by ManchesterStory, with participation from Slauson & Co, BDC and Adara Venture Partners.
The company’s insurance product is currently available in the US and Canada.
Clue’s Global Reproductive Health Platform
Clue was founded in 2012 by Ida Tin, Moritz von Buttlar, Hans Raffauf and Mike LaVigne.
The company has developed its period and cycle tracking app into a broader reproductive health information platform. Clue says its service is available in more than 27 languages and is used by more than 100 million people globally.
The company also works with research institutions, using longitudinal menstrual health data to contribute to research into women’s health.
The partnership with Flora adds a financial planning element to that existing reproductive health ecosystem. Clue’s community will be introduced to Flora’s individually owned fertility insurance, while Flora policyholders gain access to Clue Plus.
Bringing Fertility Planning Earlier
The companies say the partnership is designed to reach women before fertility becomes an immediate medical or financial concern.
Rather than limiting fertility discussions to the point at which someone is trying to conceive, the companies want to introduce reproductive health education and financial planning earlier, giving women more time to understand their options.
The collaboration reflects a wider development within femtech, where companies are increasingly connecting reproductive health information with services addressing the practical and financial aspects of fertility care.
For Flora, the partnership provides access to Clue’s established global community. For Clue, it adds another dimension to its reproductive health offering by connecting cycle information with a potential route towards planning for fertility treatment.
The companies have not announced when the complimentary Clue Plus access for Flora policyholders will become available or which markets will be prioritised first.
