After confirming that she is pregnant with her first child, Ashanti also announced that she and Nelly are co-owners of Proov, along with founder Amy Beckley, PhD.

So what is Proov? Proov is a diagnostics company that specializes in at-home fertility tests designed to assist individuals on their journey to conception.


Speaking at the Possible conference this week, Ashanti expressed her desire to empower women facing fertility issues.

“You never know how many people are going through these issues. I have cousins, i have friends , i have family… i wanted to do something that encourages and empowers women,” she said.

Proov recently launched the Proov Path to Pregnancy, a at-home fertility treatment program that offers a less invasive and more affordable alternative to traditional methods like in-vitro fertilization (IVF).

Amy Beckley, the CEO and Founder of Proov, drew inspiration from her personal struggles with infertility to create the program .

“In my journey through infertility, I discovered a gap in accessible and effective fertility solutions. This realization was the catalyst for Proov. We’re not just about tracking the fertile window; we’re about uncovering and addressing the underlying issues that can make conceiving more challenging,” Beckley shared in a recent interview.

One of the most significant barriers to fertility treatments is the cost, with traditional IVF cycles often reaching upwards of $15,000 per attempt.

Proov aims to break down these financial barriers by offering affordable packages priced at $399 for the Silver package and $499 for the Gold package, both of which are eligible for FSA and HSA reimbursement.

What also sets the Proov Path to Pregnancy apart is its comprehensive nature. The program spans three months and includes hormone tracking, personalized treatment plans, and ongoing support from medical professionals.

“Participants track up to 54 hormones in the Proov app, which [a doctor] analyzes to diagnose any hormone imbalances or ovulation issues. This allows us to provide the most effective prescription support for each individual, creating a low-cost path to pregnancy,” Beckley explained.

Learn more about Proov HERE.

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