Modern Fertility operates in the healthcare sector, specifically focusing on women's reproductive health. The company provides affordable at-home fertility hormone testing, allowing women to understand their reproductive health without the high costs associated with traditional fertility clinics. Clients include women of reproductive age, whether they are planning for future pregnancies or seeking to understand their current fertility status. The market is primarily women interested in proactive fertility management. Modern Fertility's business model revolves around direct-to-consumer sales of hormone testing kits, which are reviewed and ordered by a physician. The company generates revenue through the sale of these kits and additional services such as personalized reports and consultations with fertility nurses. The service is particularly valuable for those on birth control, as the tests are customized to account for various contraceptives. Modern Fertility also offers community support and educational resources to help women make informed decisions about their reproductive health.

Keywords: fertility, hormone testing, reproductive health, women, at-home testing, personalized reports, fertility nurse consultations, birth control, proactive management, healthcare.