Digital diagnostics company Everly Health, parent company of EverlyWell, announced its purchase of reproductive health company Natalist for an undisclosed sum. 

The brainchild of Rock Health founder Halle Tecco, Natalist is geared towards helping women with fertility as well as through pregnancy. Its products, which are sold both online and at brick-and-mortar locations, include tests, supplements, lubricants and self-care items, as well as educational tools. 

According to the announcement, Natalist’s products will complement Everly Health’s women’s health offerings. Everly Health’s diagnostic line, EverlyWell, currently offers at-home lab testing for menopause, fertility, hormones and sexual health. With this new purchase, the company will acquire Natalist’s ovulation and pregnancy test. 

WHY IT MATTERS 

Infertility issues are very common in the U.S. According to the Cleveland Clinic, at least 10% of women deal with infertility of some kind. This has created a large market for fertility-focused products. 

According to Precedence Research, the fertility market is projected to reach 47.9 billion by 2030. The merger will bring together the assets of both companies to zero in on addressing women’s health at-home.

"Last year, millions of women discovered at-home testing, telehealth and wellness solutions for the first time – ideal solutions for the busy lives women lead. In fact, Everlywell's Women's Health suite of tests has seen a 350% increase in sales this year," said Jenifer Dasho, chief Marketing officer at Everly Health and general manager of Natalist. "For the millions of women who changed their plans to grow their families due to the pandemic, home-based health and wellness solutions are a powerful tool to help gain control over their reproductive journey."

THE LARGER TREND

EverlyWell rolled out its first public launch in 2016. The next year it garnered public attention after going on the ABC show Shark Tank and securing $1 million from host Lori Greiner. 

Today the company has roughly $325 million in total funding, according to Crunchbase.

Earlier this year, EverlyWell bought PWNHealth and its subsidiary Home Access Health in order to form the new parent company Everly Health.

Meanwhile, Natalist was formed in 2019 by Tecco and former Harvard researcher Dr. Elizabeth Kane and UC San Francisco OBGYN clinical instructor Dr. Naz Homaifar.