{
  "company": {
    "name": "Hera Fertility",
    "website": "https://herafertility.co/",
    "record": "https://startuphistory.org/c/herafertility.co"
  },
  "status": null,
  "history_since": "2022-07-07T14:22:12.000Z",
  "baseline": {
    "snapshot_id": "610db8450e9024a535e86e8d4763636c11453c2bbe476da322345b400f9323a0",
    "observed_at": "2022-07-07T14:22:12.000Z",
    "headline": "Don't be alone while getting fertility treatment",
    "description": "Need help getting fertility treatment? Plan your fertility care with expert advice and one-on-one support from our patient navigators, digital tools, and lending services from Hera Fertility",
    "evidence": "https://web.archive.org/web/20220707142212/https://www.herafertility.co/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T17:17:31.700Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2022-07-07T14:22:12.000Z",
      "variants": [
        {
          "headline": "Don't be alone while getting fertility treatment",
          "subhead": "Need help getting fertility treatment? Plan your fertility care with expert advice and one-on-one support from our patient navigators, digital tools, and lending services from Hera Fertility",
          "observed_at": "2022-07-07T14:22:12.000Z",
          "evidence": "https://web.archive.org/web/20220707142212/https://www.herafertility.co/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Don't be alone while getting fertility treatment",
      "subhead": "Need help getting fertility treatment? Plan your fertility care with expert advice and one-on-one support from our patient navigators, digital tools, and lending services from Hera Fertility",
      "from": "2022-07-07T14:22:12.000Z",
      "to": "2022-07-07T14:22:12.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20220707142212/https://www.herafertility.co/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2022-07-07T14:22:12.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2023-03-21T08:12:47.000Z",
      "variants": [
        {
          "headline": "Start fertility now. Pay later.",
          "subhead": "Get fertility treatment. Plan your care, pay for it, and get support you need through expert advice, friendly one-on-one support and affordable loans from Hera Fertility",
          "observed_at": "2023-03-21T08:12:47.000Z",
          "evidence": "https://web.archive.org/web/20230321081247/https://herafertility.co/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Start fertility now. Pay later.",
      "subhead": "Get fertility treatment. Plan your care, pay for it, and get support you need through expert advice, friendly one-on-one support and affordable loans from Hera Fertility",
      "from": "2023-03-21T08:12:47.000Z",
      "to": "2023-03-21T08:12:47.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20230321081247/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2023-03-21T08:12:47.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2023-09-30T19:44:06.000Z",
      "variants": [
        {
          "headline": "Your journey to parenthood begins with us",
          "subhead": "Hera Fertility is the most comprehensive platform to detect your fertility status, know your best treatment options, and find your path to pregnancy.",
          "observed_at": "2023-09-30T19:44:06.000Z",
          "evidence": "https://web.archive.org/web/20230930194406/https://herafertility.co/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Your journey to parenthood begins with us",
      "subhead": "Hera Fertility is the most comprehensive platform to detect your fertility status, know your best treatment options, and find your path to pregnancy.",
      "from": "2023-09-30T19:44:06.000Z",
      "to": "2023-09-30T19:44:06.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20230930194406/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2023-09-30T19:44:06.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2024-01-27T09:31:21.000Z",
      "variants": [
        {
          "headline": "IVF is not the only option for getting pregnant",
          "subhead": "Struggling with fertility issues? Hera Fertility provides personalized fertility consultations, effective drugs, and supplements to enhance your chances of getting pregnant. Expert fertility doctors a",
          "observed_at": "2024-01-27T09:31:21.000Z",
          "evidence": "https://web.archive.org/web/20240127093121/https://herafertility.co/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "IVF is not the only option for getting pregnant",
      "subhead": "Struggling with fertility issues? Hera Fertility provides personalized fertility consultations, effective drugs, and supplements to enhance your chances of getting pregnant. Expert fertility doctors a",
      "from": "2024-01-27T09:31:21.000Z",
      "to": "2024-01-27T09:31:21.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20240127093121/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2024-01-27T09:31:21.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2025-01-26T09:44:06.000Z",
      "variants": [
        {
          "headline": "Hera Fertility | The Leading Digital Male Fertility Clinic",
          "subhead": "Empower yourself with at-home testing and personalized insights to improve your fertility health. Get started today!",
          "observed_at": "2024-07-17T10:16:23.000Z",
          "evidence": "https://web.archive.org/web/20240717101623/https://herafertility.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "At-Home Male Fertility Testing & Supplements for Sperm Health | Hera – Hera Fertility",
          "subhead": "Improve sperm health with Hera’s at-home fertility test and personalized supplements. Expert care and tailored solutions to support your reproductive journey.",
          "observed_at": "2025-01-26T09:44:06.000Z",
          "evidence": "https://web.archive.org/web/20250126094406/https://herafertility.co/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "At-Home Male Fertility Testing & Supplements for Sperm Health | Hera – Hera Fertility",
      "subhead": "Improve sperm health with Hera’s at-home fertility test and personalized supplements. Expert care and tailored solutions to support your reproductive journey.",
      "from": "2024-07-17T10:16:23.000Z",
      "to": "2025-01-26T09:44:06.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20250126094406/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2024-07-17T10:16:23.000Z",
          "to": "2025-01-26T09:44:06.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T17:17:31.700Z",
      "variants": [
        {
          "headline": "Sperm Count Test & Fertility Score",
          "subhead": "Get a sperm count test at 500+ CLIA-certified labs or order an at-home sperm test. Expert interpretation of sperm count, motility, and morphology. No prescription needed.",
          "observed_at": "2026-01-15T18:52:21.000Z",
          "evidence": "https://web.archive.org/web/20260115185221/https://herafertility.co/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Sperm Count Test & Fertility Score | Expert Interpretation | Hera Fertility",
          "subhead": "Get a sperm count test at 700+ CLIA-certified labs or order an at-home sperm test. Expert interpretation of sperm count, motility, and morphology. No prescription needed.",
          "observed_at": "2026-11-06T17:17:31.700Z",
          "evidence": "https://herafertility.co/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "Sperm Count Test & Fertility Score | Expert Interpretation | Hera Fertility",
      "subhead": "Get a sperm count test at 700+ CLIA-certified labs or order an at-home sperm test. Expert interpretation of sperm count, motility, and morphology. No prescription needed.",
      "from": "2026-01-15T18:52:21.000Z",
      "to": "2026-11-06T17:17:31.700Z",
      "captures": 2,
      "evidence": "https://herafertility.co/",
      "evidence_kind": "live_capture",
      "seen": {
        "between": {
          "from": "2026-01-15T18:52:21.000Z",
          "to": "2026-11-06T17:17:31.700Z"
        }
      },
      "current": true
    }
  ],
  "changes": [
    {
      "n": 1,
      "id": "classifier-610db8450e9024a535e86e8d4763636c11453c2bbe476da322345b400f9323a0:835fe4ebd504fce81032354438d5b7119f374fd4f70a12d9c37a3af850f19364:repositioning",
      "before_evidence": "https://web.archive.org/web/20220707142212/https://www.herafertility.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "repositioning",
      "label": "Messaging",
      "summary": "Changed its homepage headline from “Don't be alone while getting fertility treatment” to “Start fertility now. Pay later.”.",
      "between": {
        "from": "2022-07-07T14:22:12.000Z",
        "to": "2023-03-21T08:12:47.000Z"
      },
      "evidence": "https://web.archive.org/web/20230321081247/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "basis": "classifier",
      "topic": "https://startuphistory.org/t/repositioned"
    },
    {
      "n": 2,
      "id": "page-610db8450e9024a535e86e8d4763636c11453c2bbe476da322345b400f9323a0:835fe4ebd504fce81032354438d5b7119f374fd4f70a12d9c37a3af850f19364:gtm:71fb5032b8ee999a",
      "before_evidence": "https://web.archive.org/web/20220707142212/https://www.herafertility.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Closed its waitlist and opened sign-up.",
      "between": {
        "from": "2022-07-07T14:22:12.000Z",
        "to": "2023-03-21T08:12:47.000Z"
      },
      "evidence": "https://web.archive.org/web/20230321081247/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/opened-sign-up"
    },
    {
      "n": 3,
      "id": "classifier-835fe4ebd504fce81032354438d5b7119f374fd4f70a12d9c37a3af850f19364:420b1f18575bff83f6849f3e631db63e4a66c3f46eda3f75bdb354cb5e7b8e1a:repositioning",
      "before_evidence": "https://web.archive.org/web/20230321081247/https://herafertility.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "repositioning",
      "label": "Messaging",
      "summary": "Changed its homepage headline from “Start fertility now. Pay later.” to “Your journey to parenthood begins with us”.",
      "between": {
        "from": "2023-03-21T08:12:47.000Z",
        "to": "2023-09-30T19:44:06.000Z"
      },
      "evidence": "https://web.archive.org/web/20230930194406/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "basis": "classifier",
      "topic": "https://startuphistory.org/t/repositioned"
    },
    {
      "n": 4,
      "id": "page-420b1f18575bff83f6849f3e631db63e4a66c3f46eda3f75bdb354cb5e7b8e1a:c9a484b81180fc275f43afecfcd873b02fe096560274198aabc167f5a9c6febf:headline:540798dc18347d67",
      "before_evidence": "https://web.archive.org/web/20230930194406/https://herafertility.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Your journey to parenthood begins with us” to “IVF is not the only option for getting pregnant”.",
      "between": {
        "from": "2023-09-30T19:44:06.000Z",
        "to": "2024-01-27T09:31:21.000Z"
      },
      "evidence": "https://web.archive.org/web/20240127093121/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 5,
      "id": "page-17092823f32c091440b9660c81a4e778a976a3d98cb3da0e5440cc3f6920bce9:c24c61bf4bde46445a536f686bd3b6bc2f0574465ef9f5e502726395c4098621:headline:1cc342966a3f3c5e",
      "before_evidence": "https://web.archive.org/web/20240717101623/https://herafertility.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Hera Fertility | The Leading Digital Male Fertility Clinic” to “At-Home Male Fertility Testing & Supplements for Sperm Health | Hera – Hera Fertility”.",
      "between": {
        "from": "2024-07-17T10:16:23.000Z",
        "to": "2025-01-26T09:44:06.000Z"
      },
      "evidence": "https://web.archive.org/web/20250126094406/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 6,
      "id": "page-17092823f32c091440b9660c81a4e778a976a3d98cb3da0e5440cc3f6920bce9:c24c61bf4bde46445a536f686bd3b6bc2f0574465ef9f5e502726395c4098621:compliance:6413606ad0920fac",
      "before_evidence": "https://web.archive.org/web/20240717101623/https://herafertility.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "compliance",
      "label": "Compliance",
      "summary": "Now states FDA-CLEARED compliance on its homepage.",
      "between": {
        "from": "2024-07-17T10:16:23.000Z",
        "to": "2025-01-26T09:44:06.000Z"
      },
      "evidence": "https://web.archive.org/web/20250126094406/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-compliance"
    },
    {
      "n": 7,
      "id": "page-c24c61bf4bde46445a536f686bd3b6bc2f0574465ef9f5e502726395c4098621:a16bc74091a62b8ac3a3f7b0c069e713425ee6d2a5b1f1029629d29a167f678f:pricing:ef162f2c55d8c41b",
      "before_evidence": "https://web.archive.org/web/20250126094406/https://herafertility.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2025-01-26T09:44:06.000Z",
        "to": "2026-01-15T18:52:21.000Z"
      },
      "evidence": "https://web.archive.org/web/20260115185221/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 8,
      "id": "page-c24c61bf4bde46445a536f686bd3b6bc2f0574465ef9f5e502726395c4098621:a16bc74091a62b8ac3a3f7b0c069e713425ee6d2a5b1f1029629d29a167f678f:compliance:55948c98099e52d0",
      "before_evidence": "https://web.archive.org/web/20250126094406/https://herafertility.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "compliance",
      "label": "Compliance",
      "summary": "Now states HIPAA compliance on its homepage.",
      "between": {
        "from": "2025-01-26T09:44:06.000Z",
        "to": "2026-01-15T18:52:21.000Z"
      },
      "evidence": "https://web.archive.org/web/20260115185221/https://herafertility.co/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-hipaa"
    },
    {
      "n": 9,
      "id": "page-a16bc74091a62b8ac3a3f7b0c069e713425ee6d2a5b1f1029629d29a167f678f:66c270b9b2cfa1182c7962201cd841afc70f0a484f554f60b4b14a3649b28a66:pricing:d70781f7ab6fe2b9",
      "before_evidence": "https://web.archive.org/web/20260115185221/https://herafertility.co/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Removed its pricing page link.",
      "between": {
        "from": "2026-01-15T18:52:21.000Z",
        "to": "2026-11-06T17:17:31.700Z"
      },
      "evidence": "https://herafertility.co/",
      "evidence_kind": "live_capture",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Hera Fertility” company record, https://startuphistory.org/c/herafertility.co"
}