The news: Fertility startup Kindbody acquired Vios Fertility Institute and its network of clinics, pushing Kindbody’s valuation to over $1 billion, and helping it carve even deeper inroads into the women's health market.
For context, Kindbody’s services include telehealth and in-person visits for services like in vitro fertilization (IVF), genetic and fertility testing, and surrogacy/adoption services.
Trendspotting: Kindybody’s acquisition is the latest among an uptick of digital health M&As as virtual care companies race to claim larger stakes in the US’ multi-billion fertility industry.
The big takeaway: Women's health is still a widely untapped market with a ton of expansion potential.
What’s next? Most fertility-related tests and treatments are expensive and aren’t covered by traditional insurance. Women's health startups that boast ultra-transparent prices are likely going to appeal the most to new consumers.
Uncertainty around out-of-pocket costs is a top pain point for patients, and they’re more likely to opt for services when they know the exact cost of it:
Some fertility startups are already catering to consumer demand for hyper-transparent pricing by posting procedure costs on their website, which most traditional US health systems don’t do yet. For example, Kindbody posts estimated prices for its services without insurance, including a regular fertility assessment ($300) up to more costly IVF procedures ($13,500).