FLORA is a fertility insurance brand helping people plan ahead for future family-building costs. Its individually owned policies are designed to provide proactive coverage that stays with the policyholder rather than being tied to an employer or state. Coverage can include fertility diagnostics, medications, intrauterine insemination (IUI), and in vitro fertilization (IVF), with up to $50,000 in lifetime benefits. Members can use any fertility clinic in the United States that has certified providers.

FLORA’s offering is aimed at people thinking ahead about fertility, particularly women aged 20 to 34 who live in the U.S., are not undergoing treatment, and do not have an infertility diagnosis. Eligibility and pricing are subject to underwriting; the website presents $40 per month as an average cost for $50,000 of coverage, while individual estimates vary. Customers can check eligibility, apply for a policy, and use coverage if they pursue treatment in the future.

Beyond insurance, FLORA offers Gen F Society, a membership with reproductive-health resources, perks, and benefits from women’s health partners.