Flora is the first direct-to-consumer insurance solution for fertility and women's health. Get to know us.

We are reimagining how women and families across North America will be able to access and afford fertility and reproductive health care.

Laura McDonald

Laura is a DTC and female demographic-focused leader. She founded and exited Canada’s largest financial media company engaging female wealth influencers. Laura was a senior sales executive for a major insurance company and, more recently, led startup strategy in AI and fintech. Laura is the author of two bestselling personal finance books targeting women.
"Building something with purpose – something that impacts my three teenage daughters – is immense motivation. I have been beyond privileged to have four children without needing reproductive help and yet others struggle so acutely to conceive, both financially and emotionally. I was convinced there had to be a better way."
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Dr. Christy Lane

Christy is a global insurtech, analytics, and digital health expert. She founded and exited Vivametrica, an insurtech focused on lifestyle-based underwriting and engagement. Christy founded the Stanford Wearable Health Lab. She is a Venture Partner at IA Capital and was a “Female Founders of Insurtech” winner and awarded “Top 20 Women in Tech.”
“While there is a lot of innovation in insurance, there remains a looming gap in products focused on women’s health and fertility. Flora represents positive impact insurance, starting with customers early in their fertility journey with the opportunity to have a huge impact on quality of life."
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Supported by Highline Beta

Highline Beta is a venture studio and venture capital firm focused on insurtech and fintech. HLB works with some of the world’s best-known companies to help them solve their growth innovation challenges and partners with startups to launch and scale businesses with mass appeal.
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For more information, contact us.

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Fostering Fertility
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