As both women and men take ownership of their reproductive health, reproductive assistance, once deemed a luxury, is becoming a crucial part of healthcare. In the past few years, what was once hushed about in doctors’ offices is now openly discussed. Fertility has entered the mainstream conversation as numerous celebrities—Chrissy Teigen, Kim Kardashian, even Mark Zuckerberg—publicly share their struggles. And it’s grown into a formidable femtech sector, empowering individuals to take charge of their reproductive health.