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Familiar faces: Checking in with Proov

Familiar faces: Checking in with Proov

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Familiar faces: Checking in with Proov

In the Familiar Faces series, our Target Accelerators Program Managers check in with companies who have participated in one of our Target Accelerators programs. This is a chance to dig in and learn more about each company’s growth since completing their Target Accelerators experience and our way of continuing to root them on every step of the entrepreneurial way. Welcome to Familiar Faces.

Checking in with Proov, Target Takeoff Wellness alumni

Proov is the first and only FDA cleared test to confirm ovulation at home. It is non-invasive and allows for PdG tracking over multiple days to help provide a more complete picture of successful ovulation.

Interview by Anne Kitchen, Target Takeoff Program Manager

The Predict and Confirm Fertility Test by Proov Fertility displayed on wood table with a plant in a vase behind the product.

Anne: It’s been about a year and a half since you went through the Target Takeoff program and it seems the world is completely different from then. What are the top three things that come to mind about the growth and evolution of Proov over the last 18 months? 

Ellen: Well first, Proov is now sold at Target! Because Proov has to be used at specific times, it’s huge for our consumers to be able to pick up Proov on their Target run. We also got our FDA clearance, which means the FDA reviewed our product, science and claims and agreed on the efficacy and accuracy of what Proov can do. Proov is now the first and only FDA cleared test to confirm successful ovulation at home. Finally, we just launched a new product – the Proov Predict and Confirm kit. This kit is a dual hormone test kit that has both Proov ovulation predictor (LH) tests and Proov ovulation confirmation (PdG) tests. By using both tests together, women can get the full picture on their ovulation – both when it is likely to happen and if it happened successfully!

Proov Fertility Staff members holding a cake and champaign celebrating their products being cleared by the FDA.

Anne: Congratulations on achieving FDA clearance! Walk me through that process – how long did this milestone take and what doors has this clearance opened for you? What advice would you have for other founders who are thinking through certifications as their next step?

Amy: It took us about a year to work with the FDA and get our product cleared for home use. We had to complete multiple accuracy and safety studies to show our testing kits were accurate, safe, reliable, and ultimately ready for women to use at home. My advice would be to contact the FDA early on and ask them exactly what data they want to see. We ended up spending a lot of resources redoing the studies to make sure the FDA had all the information they needed to feel confident about Proov.

Anne: You mentioned that since Takeoff you have launched at Target – another congratulations! What have you learned since this launch? 

Amy: We have learned that Target is a very important channel for us! When people discover Proov tests, many of them don’t want to wait for the next cycle to use them. And because our product needs to be used at specific times during the cycle, it’s critical they can get them right when they need them!  Being able to run by their local Target and grab a Proov kit alleviates the stress of having to wait for a delivery. And for those who have a bit more time, they also love buying Proov on

Anne: During these unprecedented times, people are looking for diagnostics to help them take control of their wellness and avoid extra trips to the doctor. How has Proov been able to support people looking to conceive at this time? 

Amy: I founded this company with the sole purpose of helping other women avoid the long, hard road to diagnosis and treatment that I experienced when I was building my family.  Through the pandemic, Proov has stayed true to that mission of helping support couples who are trying conceive. Proov empowers women to confirm successful ovulation without the need to leave their homes.  As many fertility appointments were pushed back or cancelled and doctors shifted more to tele-health, many doctors have started recommending Proov to their patients.  It’s a great, easy to use first step for figuring out what might be making it hard to conceive and can be done all from the safety of one’s home!

Anne: What’s next for Proov? 

Ellen:  Proov is all about helping women gain knowledge about their hormones to help them live better lives. Right now, Proov test kits help them identify possible barriers to successfully conceiving. Moving forward, we want to develop products that help support hormone balance and also see how we can help women have “happy hormones” beyond getting pregnant. It is a very exciting time for Proov.

For more information on Proov, check out

The Predict and Confirm Fertility Test by Proov Fertility displayed on a marble table with plant leaves in the frame.

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Post topic(s): Health & personal care Target Takeoff Women-ownedMature

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