What it sells
Enabling better self care with at-home hormone tracking.
Business model breakdown
Buyer: who owns the budget?
The individual woman or couple trying to conceive; HSA/FSA eligible spend.
Trigger: what makes them buy now?
Trying to conceive with ovulation tests that only track LH, giving false positives or not confirming ovulation; 1 in 3 cycles anovulatory (site cites NIH).
Workflow: what inputs become what output?
Dip a test strip in urine, insert in the Inito reader, get Estrogen, LH, PdG and FSH values in about 10 minutes in the app, which identifies the six best days and confirms ovulation.
Economics: what it saves and how it charges
UnverifiedHardware plus consumables: reader sold with a starter pack of 15 strips, recurring revenue from strip refills (inferred); 200K+ couples, 10M+ tests taken.
Distribution: how it reaches customers
Direct-to-consumer online store (free US shipping, promo codes), physician and influencer endorsement, Android and iOS app.
Funding history and coverage
| Round date | Stage | Amount | Investors | Source |
|---|---|---|---|---|
| — | Y Combinator Winter 2019 | — | Y Combinator | ycombinator.com |
Profiles summarize public reporting and company websites. Business-model notes are MaxBC's reading of that material, not confirmed facts; unknowns are left blank rather than guessed. Updated 2026-10-12.