Today, we’re taking a closer look at the founders of Modern Fertility, Afton Vechery and Carly Leahy.
These two women have made a massive impact in the realm of reproductive health, creating a membership-based service that empowers people with critical fertility information. Let’s break down how they started, the challenges they faced, and what they’re up to today.
To understand the success of Modern Fertility, we need to rewind to when the company was first created.
Afton Vechery and Carly Leahy co-founded Modern Fertility in 2017, but their journey really began when Afton experienced a health scare that opened her eyes to the lack of accessible, affordable fertility information.
Now, Afton, who was working in venture capital at the time, had been personally frustrated by how difficult it was to access important reproductive health data. She realized that many people who were planning families didn’t have a clear picture of their fertility until much later in life when it could be too late.
Afton and Carly, who had worked together in healthcare, decided they could fix that problem.
So, what did they do? They set out to create an affordable fertility hormone test that could be done at home with just a small blood sample. This test would help women and individuals with ovaries get insight into their hormone levels, fertility potential, and overall reproductive health – without needing to see a doctor.
For Afton and Carly, the motivation wasn’t just business—it was deeply personal. Afton had her own experience with fertility struggles and realized that fertility information wasn’t just a niche issue for people trying to get pregnant but a widespread need for all reproductive-aged individuals.
Carly, having been a public health advocate, also understood the importance of de-stigmatizing conversations around fertility.
Together, they believed that with proper education and information, people could make better decisions about their reproductive health.
This would empower them to take control of their fertility journey, no matter their age or stage in life.
Modern Fertility was born from the idea of providing people with a fertility hormone test that was affordable, accessible, and convenient.
Initially, they launched their product as a direct-to-consumer service through their website, offering at-home hormone testing kits.
But building the business wasn’t easy. The first hurdle Afton and Carly faced was raising the necessary funding to get their product to market. They secured seed funding from venture capital, which allowed them to refine the testing process, ensure quality control, and invest in marketing.
Then came the real challenge – how to grow the business. Afton and Carly started by focusing on direct consumer marketing, leveraging social media and word of mouth to attract early adopters.
They knew they were tackling a taboo subject and needed to normalize the conversation. This meant engaging in education-focused content, building a community of users who shared their personal stories, and offering free resources to help people understand their fertility.
The subscription model was key to building a sustainable business, allowing users to receive ongoing health reports and personalized recommendations.
They also faced some roadblocks along the way. They initially struggled with the stigma around fertility, as many people still found the topic uncomfortable to talk about.
Overcoming that barrier meant investing in clever, thought-provoking campaigns that made fertility a regular conversation in people's lives. They also had to deal with regulatory challenges in the medical space, ensuring that their at-home test complied with all the necessary health standards and laws.
LET’S TAKE A SIDE NOTE: Now, this is one of the things we talk about in LifeByDesign360 Insider Academy and Community. There are a lot of types of side hacks to business you can start and create that provide continuity of income. We focus on memberships and subscriptions.
But like my primary business, investments, financial planning and coaching there are many other businesses that create continuity.
But sometimes they come with a lot of compliance, like mine and Afton and Carly’s. Before you start your entrepreneurial journey, you really want to take that into consideration.
Some thing I don’t talk about very often is I started a really cool business in 2015 but after considering the double amount of compliance, the SEC AND the FTC, I decided to dump it. Anyway, back to our story
Despite these hurdles, their approach worked. Modern Fertility quickly gained attention, and by 2019, they had partnered with major fertility clinics and expanded their range of products.
What started as a small start-up was quickly becoming a key player in the reproductive health space.
How did Afton and Carly keep pushing through? They were incredibly persistent. From a customer service perspective, they constantly listened to feedback and improved their product. They also had to navigate various scaling challenges – from hiring the right people to keeping customer acquisition costs down.
Another key factor in their success was the partnership with doctors and clinics. They recognized the value of building relationships with medical professionals and health experts, not only to ensure their service was medically sound but also to create a trustworthy brand that customers could rely on.
And, of course, the subscription model helped them build recurring revenue, ensuring that their business wasn’t dependent on one-time purchases but had a steady stream of customers coming back for updated reports and ongoing care.
Fast forward to 2025, and Modern Fertility is a thriving company. They’ve raised millions in funding, have a massive customer base, and continue to innovate in the reproductive health space.
As of today, Modern Fertility has raised over $40 million in funding and serves tens of thousands of customers annually. They now offer a variety of fertility-related products and services, including fertility hormone testing, sperm analysis, and other reproductive health tools.
The company’s annual revenue is estimated to be in the tens of millions, with reports showing their business growing each year.
As for Afton and Carly, they are doing incredibly well financially. Their personal net worth is likely in the tens of millions as well, given their successful exits and ownership stakes in Modern Fertility.
But beyond financial success, Afton and Carly have created a lasting legacy. They’ve revolutionized fertility care by making it accessible, understandable, and empowering. They’ve created a brand that people trust, and it’s become a go-to resource for fertility health.
Today, Modern Fertility’s services have expanded into a larger conversation about reproductive health. Afton and Carly are also strong advocates for expanding access to fertility treatments, addressing inequality in reproductive healthcare, and changing the way society views fertility altogether.
From a small subscription-based business to a multi-million-dollar health startup, the journey of Afton Vechery and Carly Leahy is a testament to the power of persistence, innovation, and a commitment to helping others. Their story proves that when you take a taboo subject and make it mainstream, you can make a real impact.
Remember, you don’t have to build a billion-dollar business, you only need to take it to your dream. Whether that gets you by very comfortably - to millions, - or billions, your happiness is the key.
We hope you enjoyed today’s story. Maybe soon, I’ll be talking about your story.
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Thank you for reading today’s article of Life By design 360. We hope Afton and Carly’s journey inspired you, and if you're considering a start-up, their story is one worth following.
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