top of page
Writer's pictureKli Capital

Framing the Future of Women’s Health: Why We Invested in Frame

As investors, we look for game-changing solutions in healthcare, especially those that create win-win scenarios for providers and patients alike. Demand greatly exceeds supply for fertility services by 7x in the United States: over 6.3M patients need care per year and only 838K receive that care. It represents a major missed financial opportunity, estimated at $66B per year in additional revenue potential for providers by closing the care gap for preconception and fertility care. 


Frame is a healthcare platform designed to increase access to fertility care by optimizing the efficiency of providers and extending non-IVF fertility services to ObGyn and primary care providers. Using AI-powered tools, Frame enables virtual care management, patient support, and administrative streamlining to help clinics serve more patients effectively. The platform includes features such as comprehensive patient assessments, mental wellness support, and care plans integrating lifestyle and nutrition.


Their innovative approach to fertility care not only addresses a critical shortage of accessible fertility support but also integrates seamlessly into provider workflows. By reducing friction and enhancing the patient-provider experience, Frame stands to become a powerful ally for fertility specialists and patients alike.  Here’s why we’re excited to partner with them on their journey:


Provider-Focused, EMR-Integrated Solution

Frame differentiates itself through a provider-first strategy that emphasizes seamless integration with Electronic Medical Records (EMRs). Unlike direct-to-consumer fertility platforms, Frame fits directly into the daily workflows of ObGyns, primary care providers, and fertility clinics, making it easy for them to adopt and use. Providers can refer patients to Frame with the same ease as referring to any other specialist, while Frame takes care of the logistics and patient engagement. This deep integration reduces friction for providers and sets Frame up as a natural extension of the clinic’s operations.


Improving Patient and Provider Experiences

Fertility care can be overwhelming for patients, with long wait times, complex processes, and an often-fragmented journey between primary care and fertility specialists. Only 25-30% of patients who initiate contact with a fertility center actually end up starting treatment. For ~40% of these patients, they cite being overwhelmed by the process and the steps involved as the reason for dropping out. Frame addresses this by coordinating each step, from initial risk screening to clinic handoffs. For patients, this means a less overwhelming process; for providers, it means higher retention rates and the ability to focus on medicine, not administration. Frame’s approach has already led to a 72% reduction in treatment dropouts and has shown measurable improvements in time to first treatment, reducing at least one month of the usual 3-6 month timeline. By improving the patient journey, Frame helps providers achieve better results.


All-Star Team with Proven Experience

Frame is led by an impressive team with deep healthcare expertise and a strong track record of success. Co-founders Jessica and Corey van der Wal bring decades of experience from top companies like Syapse, Castlight Health, and athenahealth, where they honed their skills in digital health products, operations, and patient experience. They founded the company alongside a team of expert clinicians across the women’s health spectrum. 


A Win-Win Value Proposition for Patients and Providers

Frame’s model is a win-win for both patients and providers. Patients benefit from a holistic support network that includes 1:1 care and support, education, and lifestyle coaching—services that practices often lack the resources to offer on their own. Meanwhile, providers gain the ability to refer patients seamlessly, with Frame handling much of the non-clinical burden. This saves clinics time and reduces the strain on staff, who often lack the capacity to offer personalized support at every stage. Frame’s model is clearly working: patients show up better prepared for appointments, and clinics report a 90-minute reduction in non-clinical admin time per patient per week.


Holistic Patient Support That’s Built to Scale

Frame provides more than just a digital referral system; it’s a complete support ecosystem for patients, offering triage, testing, ongoing reminders, and holistic wellness support. Frame’s AI-driven copilot for coaches continuously learns from interactions, allowing the platform to anticipate patient needs and scale efficiently. This unique approach reduces churn for providers while ensuring patients feel supported and empowered throughout their fertility journey. The impact has been remarkable and resulted in a 73% reduction in no show rate for first appointments.


Impressive Traction and Rapid Growth

Frame’s provider-focused approach is paying off with rapid adoption. The platform is available to over 5,000 physicians including Privia Health, one of the largest provider networks in the U.S. In terms of traction, Frame’s partners serve over 12% of the U.S. ObGyn market and 32% of the fertility clinic market. With major provider groups and health systems in its pipeline, Frame is poised for exponential growth.


Kli Capital <> Frame

We are thrilled to announce our investment in Frame. We have full conviction that Frame will change the game for fertility referrals, and we look forward to supporting Jessica and Corey as they bring this vision to life. Learn more about Frame on their website, and follow Jessica, and Corey on their journey.


Recent Posts

See All

Comments


Commenting has been turned off.
bottom of page