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Affordable at-home fertility testing and treatment now available on FSA Store® and HSA Store® thanks to new partnership between Proov and Health-E Commerce®

New partnership will allow those enrolled in flexible spending accounts (FSA) and health savings accounts (HSA) access to at-home fertility treatment and tests 

DALLAS (May 15, 2024) –  Approximately 9% of men and 11% of women in the United States have experienced fertility challenges that can be emotionally, physically, and financially draining. Meanwhile, the cost of fertility testing and treatments can be cost prohibitive for many individuals, especially if these products and services aren’t covered under their health insurance. Now, a new partnership between Health-E Commerce and Proov, the creator of a suite of at-home fertility-related hormone tests, has the potential to ease the financial strain of fertility and pregnancy planning by making at-home fertility testing and treatment plans easily accessible to consumers who are enrolled in a flexible spending account (FSA) or health savings account (HSA). 

As a result of this new partnership, FSA and HSA users will have access to Proov’s Path to Pregnancy Gold program when shopping at FSA Store and HSA Store. The Path to Pregnancy Gold program is a three step process that aids in providing accessible treatment for women who are on the path to pregnancy. The program includes at-home fertility testing, guidance from reproductive endocrinologists, and prescription fertility treatment, like hormone medication, if deemed clinically necessary. 

Path to Pregnancy Gold program

“The decision to start a family is exciting and full of emotions. Worrying about finances shouldn’t be a factor,” said Susan Elliott-Bocassi, senior vice president of operations, Health-E Commerce. “FSAs and HSAs give individuals the flexibility to use their tax-free healthcare funds to pay for eligible pregnancy and fertility products, services, and treatments alleviating that financial stress. We’re excited to partner with Proov to make information, resources, and supportive products available to anyone who wants to achieve a healthy pregnancy.” 

Proov offers clinically validated fertility tests for women and men, along with personal support and resources to help patients understand their unique fertility and pregnancy journey.

“I started Proov out of necessity, so I know firsthand how painful infertility can be, which is why all of our tests and products have been scientifically validated to ensure they are accurate, easy to use, and affordable,” said Amy Beckley, Ph.D., CEO and founder of Proov. “We are honored to have helped thousands of women and men achieve healthy pregnancy, and we are excited to reach even more future parents through our partnership with Health-E Commerce.”

To take advantage of this new partnership, visit or


A recent survey of Millennial and Gen Z employees reinforces the importance of fertility benefits, with 77% of employees in these age groups saying they would stay at a company that offered fertility benefits and most saying they would consider changing jobs for better benefits. Now, a new partnership between Health-E Commerce and Proov aims to help employers extend their covered fertility benefits by making it easy for employees to use flexible spending account (FSA) and health savings account (HSA) funds to purchase at-home fertility testing and treatment plans. In addition to gaining access to Proov's clinical support team, individuals now have direct access to Proov's Path to Pregnancy Gold Program when shopping at FSA Store and HSA Store.


About Health-E Commerce

Health-E Commerce is the parent brand to FSA Store and HSA Store, online stores that serve the 70+ million consumers enrolled in pre-tax health and wellness accounts. The company also created Caring Mill™, a popular private-label line of health products through which a portion of every purchase is donated to the Children’s Health Fund. Since 2010, the Health-E Commerce brands have led the direct-to-consumer e-commerce market for exclusively pre-tax health and wellness benefits. Health-E Commerce plays an essential role in expanding product eligibility for important new categories within the list of eligible medical expenses.

About Proov

Proov is a diagnostics company offering medical grade at-home tests and a support platform that is clinically proven to help those looking to conceive do so faster, and more cost-effectively. Proov goes beyond typical fertility tracking (which focuses on finding the fertile window) to help uncover key issues that can make conceiving more difficult. Proov founder, Dr. Amy Beckley, Ph.D., created the core Proov technology (Proov Confirm PdG tests) after her own battle with infertility. 


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