Bird&Be, a fertility and wellness company providing supplements and at-home reproductive health tests for women and men, has raised $13 million in new funding to accelerate product development, clinical research, retail expansion and broader access to evidence-backed fertility care. The round was led by BDC Thrive and BFG Partners, with participation from BAM Ventures, Founder Collective, Rejuvenation Ventures and HSR Ventures.
The financing comes as Bird&Be expands a consumer health platform built around fertility supplements, diagnostic testing and education for people at different stages of their reproductive health journey.
The company offers products supporting conception, pregnancy, postpartum recovery and hormone health, along with at-home fertility tests designed to give consumers earlier insight into reproductive health without requiring an immediate visit to a specialist.
Bird&Be said its supplements are third-party tested and formulated with input from OB-GYNs, reproductive endocrinologists and naturopathic fertility specialists. The company also offers at-home Sperm Test Kits and Ovarian Reserve Screening Tests priced below $100.
That combination of supplements and diagnostic products is central to Bird&Be’s strategy.
Rather than focusing only on prenatal vitamins or fertility treatment, the company is positioning itself around a broader continuum of reproductive health that can begin before someone actively tries to conceive and continue through pregnancy and postpartum recovery.
The model also brings male reproductive health more directly into the fertility conversation. Bird&Be sells products for both partners and has emphasized that fertility outcomes can depend on factors affecting either partner.
The company cited data indicating that one in six people experience infertility and that male factors are involved in as many as half of cases. Bird&Be also pointed to shortages in specialty reproductive healthcare, including fewer than 1,400 reproductive endocrinology and infertility specialists nationwide and large numbers of U.S. counties without an OB-GYN.
Those access limitations create an opportunity for consumer fertility products that can help people begin evaluating reproductive health before they enter a specialist clinic.
Bird&Be is attempting to address that gap through a combination of direct-to-consumer products, retail availability and healthcare provider referrals.
The company has already developed substantial commercial momentum.
During its first three years, Bird&Be grew into an eight-figure business while approaching 100% year-over-year growth. Approximately 75% of revenue now comes from subscriptions, giving the company a recurring-revenue component that differs from traditional one-time supplement purchases.
Its clinician-referral channel has also expanded rapidly.
Bird&Be said referrals from healthcare providers grew 200% year over year, with more than 10% of customers now coming to the brand through a clinician recommendation.
That channel could become increasingly important as the company tries to establish itself not merely as a consumer wellness brand but as a complement to traditional fertility care.
Provider referrals can give fertility products additional credibility while creating a route to customers already seeking reproductive health guidance.
Bird&Be has simultaneously expanded its physical retail footprint.
The company launched in 300 Ulta Beauty stores in September 2025 and expanded to nearly 1,000 stores by spring 2026. According to Bird&Be, it became the first fertility brand to merchandise male and female fertility products side by side in a national beauty retailer.
That retail expansion brings fertility products into a consumer environment that historically has been much more focused on beauty, skincare and personal care.
For Bird&Be, the strategy could help normalize reproductive health as part of broader wellness while exposing the brand to consumers who may not yet be actively engaged with a fertility clinic.
The company has also partnered with Mandell’s Clinical Pharmacy, extending its products directly to patients undergoing fertility treatment across all 50 states.
Taken together, Bird&Be is pursuing three main distribution channels: direct-to-consumer subscriptions, national retail and clinical distribution.
The new capital will be used to expand each of those areas while supporting additional research and product development.
Bird&Be said the $13 million will fund research and clinical studies, new products, continued retail growth and expansion of its clinical distribution network.
Research and validation could become an increasingly important differentiator in the fertility supplement market.
Consumers often face a large number of prenatal vitamins, supplements and wellness products whose formulations and quality controls can vary considerably.
Bird&Be highlighted a recent Consumer Reports investigation that tested 17 prenatal vitamins and found that nearly all contained different levels of certain key nutrients than their labels indicated. Bird&Be said its Prenatal product met its label claims in that evaluation, while noting that Consumer Reports does not endorse products or services.
The company is using third-party testing and clinician involvement as part of its effort to distinguish its products in that environment.
Its broader product portfolio includes prenatal, pregnancy, postpartum and hormone-supporting supplements made with what Bird&Be describes as therapeutic, bioavailable and third-party-tested ingredients.
The business was co-founded by Samantha Diamond and Breanna Hughes after their own experiences navigating reproductive health challenges.
Diamond said those experiences influenced the company’s emphasis on education and helping consumers feel more in control of decisions that can otherwise involve considerable uncertainty.
Bird&Be also deliberately designed its platform to serve men alongside women rather than treating male fertility as a secondary category.
The company said it has now supported hundreds of thousands of people through fertility journeys, and the latest financing is intended to make its products available through more consumer and clinical channels.
For BDC Thrive, the investment reflects the intersection of women’s health, preventative healthcare and consumer wellness.
The investors see an opportunity to build a larger reproductive health business by combining scientifically informed products with consumer-friendly distribution and education.
Bird&Be’s next growth phase will therefore involve more than simply adding retail doors.
The company is investing in the clinical evidence supporting its products, expanding its healthcare provider relationships and developing additional products while scaling a recurring subscription business that already represents the majority of revenue.
If those channels continue expanding together, Bird&Be could increasingly sit between traditional consumer wellness and specialized fertility care, giving consumers tools to engage with their reproductive health before, during and alongside conventional medical treatment.
KEY QUOTES:
“We started Bird&Be because my Co-Founder Breanna Hughes and I didn’t have the support we needed navigating PMOS and pregnancy loss ourselves. We get it because we lived it. Every product we make helps our customers and community feel educated and in control. We intentionally created a brand that would bring men into the fertility narrative as well, giving them the supplements and tools to care for their own reproductive health and grow their families. We’ve been able to support hundreds of thousands of people in their fertility journeys over the past few years and the new funding helps us make trusted products even more accessible when and where people need care most.”
Samantha Diamond, Co-Founder and CEO of Bird&Be
“Bird&Be is building a category-defining company at the intersection of women’s health, consumer health, and preventative care. By combining science-backed products with accessible education, Bird&Be is addressing a significant unmet need in a large and underserved market. We’re excited to lead this investment and partner with the team as they scale their impact. Supporting exceptional women-led companies like Bird&Be is central to Thrive’s mandate and to BDC’s commitment to fueling innovation and economic growth in Canada.”
Mona Minhas, Managing Partner at BDC Thrive Venture Fund
“Bird&Be pairs a deep body of fertility science with a product experience people actually stick with. That combination is rare. BFG strongly believes that brands built on real transparency, like Bird&Be, should be within reach of more people and we’re eager to support Samantha and Breanna’s mission in bringing them to women and men hoping to build their families.”
Elizabeth Earle, Vice President at BFG
