Proov

Proov, operating as MFB Fertility, Inc., is a diagnostics company that develops and sells at-home hormone testing kits and supplements. Its primary technology includes urine-based test strips, such as the FDA-cleared PdG test, designed to track ovulation and diagnose hormonal imbalances, including those related to fertility, miscarriage, and perimenopause. The company provides a comprehensive testing system that measures multiple hormones, including progesterone (PdG), luteinizing hormone (LH), estrogen, and follicle-stimulating hormone (FSH). By enabling users to test these markers at home and access results through a dedicated platform, Proov provides clinical-grade diagnostic insights that help individuals identify cycle issues earlier than traditional fertility center timelines.

These solutions matter because they make fertility and hormone health tracking more accessible, non-invasive, and cost-effective for women. By identifying potential ovulation issues sooner, users can potentially shorten their timeline to treatment and reduce costs. The company is backed by a clinical-grade patent portfolio and has been validated in peer-reviewed journals, helping over 50,000 couples and individuals manage reproductive health. Beyond direct-to-consumer sales, Proov is expanding its reach through partnerships with healthcare providers, telehealth platforms, and employer benefits programs to further integrate its diagnostic technology into broader women's health care.