Afton Vechery

Vechery is on a mission to integrate the growing and buzzy fertility sector more broadly into women’s culture and mainstream wellness. Her startup, Modern Fertility, offers an at-home hormone test—the same one given in fertility clinics, but for a fraction of the price. It’s designed to get women to think more proactively and earlier about their reproductive health. The company recently expanded into ovulation and pregnancy tests and launched an app that helps read and track test results. The San Francisco startup, which Vechery cofounded in 2017, has raised $22 million from the likes of Maveron, Union Square Ventures, and Kirsten Green’s Forerunner Ventures, which tellingly has also backed hot consumer companies like Dollar Shave Club and Warby Parker.