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Infertility can be incredibly expensive with a single in vitro fertilization, or IVF, cycle running upwards of $20,000. Kate Ryder, founder and CEO of Maven Clinic, is trying to disrupt the current model where more IVF cycles equals more money by offering employers a payment platform that charges a flat fee to route women through the fertility journey that’s best for them. That ranges from a coaching program to help people conceive naturally to medication-assisted ovulation to IVF. “We just charge one fixed fee, which means that we can really sit there with the patient and try to understand what's best for her based on her medical history, her financial situation, and what she wants,” Ryder told Forbes. “Then figure out how to get a baby in her hands as quickly and affordably and safely as possible.”

This is the latest product innovation in Ryder’s decade-long journey to build a company that helps care for women at all stages of their life, be it through virtual visits or navigating patients to in-person fertility clinics. Even though women make up half........

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