Diane Horsfield: Building Individually Owned Fertility Insurance at Flora Fertility
Diane Horsfield, Chief Operating Officer at FLORA (Flora Fertility), shared on LinkedIn:
”I’ve realized lately that I don’t talk nearly enough about what we’re actually building at FLORA.
Six months ago, I stepped into the COO role at FLORA (Flora Fertility), a company doing something I had never seen before: building individually owned fertility insurance.
And there has been a lot to build.
I’ve spent all of my career in insurance and technology, but helping build FLORA has given me an entirely new perspective on both.
On any given day, I can go from product and development to compliance, to underwriting, to sales, to operations, to figuring out how we scale a process that worked perfectly when there were five people in the room.
And I love it.
But the part that has probably changed my thinking the most is the problem we’re trying to solve.
We spend so much time encouraging women to plan for their futures.
- Build the career.
- Travel.
- Become financially independent.
- Find the right partner.
- Buy the house.
- Wait until you’re ready.
But fertility is rarely part of that planning conversation until someone is ready to have a baby.
Working at FLORA has made me think very differently about that.
This isn’t about telling women when they should have children. It’s about giving women more information, more options, and more control over what their future can look like.
There is so much happening behind the scenes as we build FLORA, and I’ve decided I’m going to start sharing more of it here.
The wins, the challenges, what I’m learning as a COO, what we’re learning about women’s health and insurance, and probably a few of the messy parts of building a startup too.
Lots more to come. ”
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