Modern Fertility

After a stint in private equity, where she did due diligence on in vitro fertilization clinics, Afton Vechery knew why infertility rates are rising: Women are choosing to have children later. The problem, she thought, was women didn't get relevant fertility data until it was too late. So she envisioned a company that gives women a snapshot of their fertility while speaking like "an ob-gyn who also happens to be your best friend." (For that voice, she needed co-founder Carly Leahy, a branding whiz who helped launch Uber Eats.) In 2017, they launched Modern Fertility, which charges $159 for at-home blood tests that help women assess, say, how many eggs they have and how close they may be to menopause. Customers receive a full report along with a free one-on-one consultation with a nurse; similar tests at a clinic can run as high as $1,500 if they're not covered by insurance. "I wish there was a magic test to tell women exactly when they should have kids," says Vechery. Until there is, her company will democratize that data. --Lindsay Blakely