Health-E Commerce expands virtual fertility access through Fertility Cloud partnership on FSA and HSA Store platforms

Health-E Commerce, the parent company behind FSA Store and HSA Store, has announced a strategic collaboration with Fertility Cloud to deliver board-certified, at-home fertility testing and treatment services through its online platforms. This initiative allows U.S. consumers to use tax-advantaged healthcare accounts—flexible spending accounts (FSAs) and health savings accounts (HSAs)—to access remote reproductive care, including virtual consultations, lab testing, and prescription fertility medications.

Why is Health-E Commerce partnering with Fertility Cloud?

With nearly one in six adults globally affected by infertility, demand for accessible and affordable reproductive healthcare continues to grow. According to the World Health Organization, infertility impacts 17.5% of the adult population worldwide. For many Americans, insurance does not fully cover fertility-related services, placing financial strain on individuals and couples trying to conceive. Health-E Commerce’s decision to integrate Fertility Cloud’s offerings into FSA Store and HSA Store aligns with rising consumer interest in telehealth and women’s health solutions, especially those that can be funded with pre-tax dollars.

The collaboration allows customers to use FSA and HSA funds to pay for Fertility Cloud’s services, which include virtual endocrinology consultations, mail-delivered hormone and sperm testing kits, individualized treatment planning, and prescription medication fulfillment. By removing the need for in-person appointments, insurance pre-approvals, and clinic waitlists, this digital-first model aims to democratize fertility care across geographies and income levels.

What services are being offered through the partnership?

Fertility Cloud, a U.S.-based virtual fertility platform, offers a comprehensive suite of telehealth solutions designed to help individuals and couples navigate infertility. The platform’s hallmark features now available through Health-E Commerce include virtual consults with board-certified reproductive endocrinologists, clinical-grade hormone and semen analysis kits, personalized treatment planning, and prescription drug delivery services. These services are designed to operate independently of employer insurance plans, with costs eligible under IRS-qualified FSA and HSA guidelines.

The service model ensures a seamless experience that prioritizes user comfort and confidentiality. Keri Kaiser, Chief Revenue Officer of Health-E Commerce, stated that the collaboration provides “help to individuals and couples who want to start a family,” emphasizing the role of tax-advantaged funds in offsetting out-of-pocket fertility costs.

How does this reflect changing trends in fertility care?

The announcement underscores a larger shift toward decentralization and consumer-driven healthcare in the fertility segment. Traditionally, fertility care has been localized to urban IVF centers, high-cost specialty clinics, and hospital-affiliated reproductive endocrinology practices. However, pandemic-era telehealth adoption, combined with rising cost sensitivity among Gen Z and millennial consumers, has accelerated interest in remote diagnostic and treatment options.

Fertility Cloud’s digital model eliminates typical access barriers, including geographic limitations, long waitlists, and the need for brick-and-mortar clinical infrastructure. This aligns with Health-E Commerce’s broader mission to make healthcare “more transparent, convenient, and accessible” for people managing their wellness with pre-tax accounts.

From a policy standpoint, the partnership also capitalizes on recent federal moves to expand FSA and HSA eligibility criteria to include preventive, mental health, and reproductive services delivered virtually. Health-E Commerce has previously introduced other telehealth offerings for menopause management, sleep therapy, and mental health services—fertility care is now the latest high-growth addition to this curated portfolio.

Industry response and expert commentary

While the collaboration does not involve publicly listed entities and therefore avoids direct investor scrutiny, it is seen as a signal of deeper market alignment between fintech-enabled healthcare benefits and direct-to-consumer digital health. The convergence of tax-advantaged payment mechanisms and virtual clinical care has been drawing attention from analysts tracking trends in femtech, telemedicine, and health savings enablement.

Fertility Cloud’s Chief Medical Officer, Dr. Gary Levy, commented that “fertility care should not be limited by zip code or budget,” framing the deal as part of a larger commitment to healthcare equity. Market watchers note that this model of delivery could particularly benefit rural and underserved populations, as well as gig workers or freelancers who manage their own healthcare benefits.

Telehealth fertility providers such as Kindbody, Carrot Fertility, and Progyny (NASDAQ: PGNY) have also made headlines in recent years for expanding access to digital-first reproductive care through employer-sponsored benefits. However, Fertility Cloud’s integration into Health-E Commerce’s consumer-facing marketplaces targets a different demographic—self-paying users leveraging FSAs and HSAs outside of employer-managed plans.

Broader growth strategy in the FSA and HSA e-commerce sector

Health-E Commerce has carved out a niche as the go-to e-retail platform for IRS-eligible healthcare products and services. The company operates multiple storefronts and educational portals, including FSA Store, HSA Store, and WellDeserved Health, which help consumers maximize the use of their pre-tax accounts.

Industry estimates project that over 35 million Americans are enrolled in FSAs or HSAs, with nearly $100 billion in cumulative balances expected in 2025. Yet a significant portion of these funds go unused annually due to lack of awareness or confusion about eligible expenses. Health-E Commerce’s model focuses on solving this awareness gap, pairing educational resources with shoppable, compliant offerings across health verticals.

The addition of Fertility Cloud is part of a wider product and service diversification strategy aimed at boosting average transaction size, driving repeat purchases, and positioning Health-E Commerce as a leader in lifestyle-based, preventive health spending.

What comes next for Health-E Commerce and Fertility Cloud?

As more consumers seek ways to take control of their reproductive health without navigating opaque insurance processes, the combination of telehealth and FSA/HSA funding is expected to gain further traction. Health-E Commerce may expand its telehealth category to include related services such as polycystic ovary syndrome (PCOS) management, endometriosis consultations, or male fertility preservation—all of which are increasingly recognized as eligible expenses under IRS guidelines.

Meanwhile, Fertility Cloud is expected to scale its national reach, potentially increasing its lab and prescription delivery footprint to support higher patient volumes. There is also room for deeper integrations—such as app-based tracking, digital fertility coaching, and wearable health data syncs—that could enrich the consumer experience on FSA Store and HSA Store.

While the companies have not disclosed financial projections for the collaboration, the move is expected to drive double-digit growth within the fertility category for Health-E Commerce, as well as increased patient acquisition and retention for Fertility Cloud. Health-E Commerce’s push toward expanding its virtual services could also make the platform a competitive alternative to employer-led fertility programs in the years ahead.