Good morning! Mira Murati shares her new AI startup, Argentina’s ‘feminist’ former president charged with spousal abuse, and IVF gets its own insurance.
– Fertility innovation. New technologies are improving fertility treatments every day—from IVF and egg-freezing to AI advancements and male infertility companies. What hasn’t improved is just how expensive it can be in the U.S. to access these treatments.
Future Family over the past decade has offered fertility financing, or loans for people undergoing IVF or freezing their eggs—extending $200 million in credit in total. Today, Fortune is the first to report, the startup is launching an IVF insurance product.
People undergoing IVF in the U.S. will be able to purchase an insurance plan that, for a price of 20% of their total treatment cost, insures them through two cycles of IVF. If they don’t achieve a live birth after two cycles, they can file a claim and get their money back. They won’t be able to buy a second insurance plan, but can use those returned tens of thousands of dollars to try a third time. For $40,000 in IVF costs, a plan would cost about $8,000.
Future Family CEO Claire Tomkins says she has “agonized” over the past several years about the risks families take when pursuing IVF. “It is very emotional and draining. It’s a financial event. You just potentially lost $20,000 or $40,000 or more,” she says. Tomkins knew those feelings intimately—she went through six IVF cycles to conceive her two children and says she spent at least $100,000.
 Claire Tomkins, CEO of Future Family.Courtesy of Future Family Yet the CEO faced the challenge of convincing the conservative insurance industry to underwrite fertility treatments. While she says brokers at Lloyd’s of London initially thought the idea was “crazy,” medical advancements over the past 15 years made it possible. For patients under 35, IVF success rates are now close to 50%, thanks to improvements in fast freeze technology, multiple transfers, and embryology labs. Those numbers keep improving—so Future Family sold underwriters on a “forward risk curve.”
“We use auto insurance. We use health care insurance. We use homeowners’ insurance. We have many forms of insurance that we all buy,” Tomkins says. “This is meant to be as simple as the concept of trip insurance.”
Reducing IVF costs is a popular idea—President Donald Trump yesterday signed an executive order that ordered policy recommendations on increasing access and reducing costs to the treatment (although GOP politicians in the past have threatened the availability of IVF).
Another U.K.-founded startup, Gaia, has started to offer fertility insurance, but Tomkins argues that Future Family’s is unique for its nationwide availability and a lower-cost risk-based model. Future Family’s product, however, faces limitations too; patients older than 38 aren’t eligible for insurance plans.
She says that doctors and families alike appreciate IVF insurance. For providers, telling a patient their only option is to spend their life savings with no guarantees has never been an appealing part of the job.
“We can have this conversation now,” Tomkins says, “and it’s not as scary as it used to be.”
Emma Hinchliffe
emma.hinchliffe@fortune.com
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- Murati's machines. Mira Murati, OpenAI’s former CTO, revealed details of her new startup, Thinking Machines Lab. The venture will focus on making “AI systems more widely understood, customizable and generally capable,” and the team includes former OpenAI executives John Schulman, Barret Zoph, and Lilian Weng. Fortune
- Behind closed doors. Former President of Argentina Alberto Fernández was charged with beating his partner, former first lady Fabiola Yáñez. Fernández, who called himself the country’s “first feminist” leader and founded the Ministry of Women in his efforts to fight against gender violence, did not respond to a comment request. Wall Street Journal
- Record-high revenue. Fidelity Investments, with CEO Abigail Johnson, saw record-high revenue in 2024, jumping 16% to $32.7 billion. The firm’s assets under management also rose to $5.9 trillion, per Fidelity's annual report. Bloomberg
- Making moves. Meghan Markle is rebranding her lifestyle brand American Riviera Orchard to “As Ever,” and brought on Netflix as a partner in her brand in addition to her upcoming series. Kim Kardashian’s Skims and Nike are partnering on an athleisure brand for women. And Simone Biles is joining production company Religion of Sports.
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High-trust workplaces grow profits. Welcome to the new business as usual. Fortune 100 Best Companies to Work For® outperform the Russell 1000 by a 15.6% margin. Hear from leaders like Penny Pennington from Edward Jones on strategies that build high-trust workplaces. Join us in Vegas on April 8-10.
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Céline Assimon is stepping down as De Beers Jewellers CEO. She joined the company in 2020.
Khalijah Ismail is leaving Malayan Banking, where she worked for over 33 years and most recently served as CFO.
Managing partner Nisa Leung, ranked 31 on our Most Powerful Women Asia list, is leaving Qiming Venture Partners after 19 years there.
L'Oréal named Esther Garcia general manager of CeraVe in the U.S. Previously, she was chief digital and marketing officer for L'Oréal Spain and Portugal. Kim Dirckx—formerly L'Oréal’s global head of sustainability, strategic partnerships, and innovation—succeeds Garcia.
BrainPOP, an educational platform, named Megan Murray CFO. Most recently, she was COO at eMoney Advisor.
Passes, a fan engagement platform for creators, appointed Loren Piretra as chief marketing and creator officer. Most recently, Piretra was CMO at Fanfix.
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