Clue partners with Flora to bring fertility insurance to 100m users

Cycle-tracking app Clue has partnered with insurer Flora Fertility, giving policyholders free premium access while introducing its 100 million users to fertility insurance.

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, which includes advanced cycle insights, predictions and pattern analysis alongside up to $50,000 in future fertility coverage through Flora.

Flora’s policies start at $15 a month and cover diagnostics, medications, IUI and IVF for women aged 20 to 34.

“At Clue, our mission is to give people trustworthy information that helps them understand their bodies and make informed choices throughout their reproductive lives,” said Hugo Marshall, commercial director at Clue.

“Partnering with Flora allows us to bring fertility education into that conversation earlier and give our community more information as they consider what they may want for their futures.”

The tie-up links two separate corners of the femtech market, cycle-tracking data and fertility finance, at a point where the companies say most reproductive health education and financial planning only begins once someone is already trying to conceive or has run into a problem.

Women are thinking about fertility long before they are ready to have children, but most education and financial support still arrives only after they begin trying or encounter a problem, and the companies cite figures showing 69 per cent of Gen Z women are concerned about their future fertility, yet 59 per cent feel uninformed about their reproductive health, with Clue already helping more than 100 million people worldwide understand their cycles.

Flora Fertility describes itself as the first individually owned fertility insurance platform, meaning cover stays with the policyholder rather than an employer.

“Clue has created a trusted space where women are already learning about their bodies and taking a more active role in their health,” said Dr Christy Lane, co-founder and co-chief executive of Flora Fertility.

“By bringing Flora into that experience, we can help women turn what they are learning into a plan for the future.

“Clue provides the insights to understand their reproductive health, while Flora gives them a way to prepare financially for fertility care they may need later.”