Giuliana Zaccardelli and Blair Matthews, Co-founders of Zuri Fertility


In this Q&A, you’ll hear from Giuliana Zaccardelli and Blair Matthews, co-founders of Zuri Fertility, a fertility care platform. Recognizing the disjointed nature of infertility treatment, together Giuliana and Blair detail the experience of bridging clinical diagnosis and personalized support.

Can you tell us about what you’re working on at Zuri Fertility?

Giuliana Zaccardelli & Blair Matthews: Zuri Fertility modernizes fertility care for families by equipping users with access to resources tailored to each patient, including education, telehealth, at-home testing, prescriptions, and care coordination. In addition, the platform goes beyond patient care to provide the support patients need.

Our platform is the ultimate solution that eliminates the pain points of delayed medical diagnosis and disjointed treatment process, as well as the stress, anxiety, and frustration of navigating the healthcare system and managing the details of their care.

Our comprehensive approach guides patients through the process of receiving a medical diagnosis much earlier on in the process, and then we create tailored treatment plans. We can prescribe medications right in our app, or for patients who need in-person treatment, we facilitate the referral, ensuring that patients are going to the right clinic to meet their medical and financial needs.

Furthermore, we offer support throughout treatment with access to therapists, dietitians, and financial counselors, taking care of the details so patients can focus on what matters most: starting a family.

Unlike other fertility companies—which may offer only financing, coaching, and consultations, or at-home tests that can’t be used for a medical diagnosis—our unique digital clinic provides a medical diagnosis of infertility, along with personalized support throughout the journey. Our comprehensive approach is unmatched in the industry.

How did you come up with the idea? What key insight led you to pursue this opportunity?

Blair Matthews: My wife and I were like any other millennial couple. We had a checklist of things to accomplish before starting a family: financial stability, career growth, and higher education.

But when we finally decided it was time to conceive, we found ourselves in a battle that they never expected. For a myriad of reasons, conceiving a child seemed impossible, and we were left feeling confused, anxious, and frustrated. But my wife, armed with the skills of a physician assistant, was able to tap into her professional network for insights — a key development that led us to parenthood.

It was a precious gift that saved us the anguish of time and the burden of exorbitant fertility costs. However, we realized that our story was not unique and that thousands of couples were struggling with the same issues but lacked the same resources.

Fortunately, while at Northwestern Law School, I discovered an unlikely arena to share my experience — a medical innovation class, where I met Giuliana, a medical student who spent her formative years at Northwestern’s fertility clinic.

My experience and idea laid the foundation of Zuri, meaning “good” or “beautiful” in Swahili, and united us as co-founders on a mission.

How did you turn your idea into a company?

GZ & BM: Zuri seeks to illuminate the medical maze with knowledge, empathy, and innovation, democratizing fertility so that no couple would have to face their trials alone.

Our first 100 patient interviews were not just a validation of their vision but a testimony to the pervasive need for their solution. As the numbers grew on the waitlist from one to 100, and then 500, each new couple served as a beacon of hope for those still in the shadows.

Winning several venture competitions to receive nondilutive funding marked another step forward in our mission, symbolizing the growth of our vision into a tangible, operational entity.

Zuri’s journey, grounded in personal experiences, struggles, and ideas, is a testament to an unwavering commitment to helping couples navigate the rocky terrain of infertility.

How big can this get? What’s the addressable market and how do you go about capturing it?

GZ: One in six couples worldwide face infertility. Fertility platforms that currently exist isolate partners from each other during what should be a shared experience of support during the tough moments and celebration during the beautiful ones. With Zuri, we’re able to engage all parties in the fertility landscape and transform their journey from start to finish (and beyond).

Based on the number of US couples dealing with infertility each year, we’re entering a $30B market. And, harnessing the power of technology and human touch, we’re forming strategic partnerships with medical professionals, fertility clinics, and insurance companies.

Who is the core customer? How are you acquiring customers? And how will you grow the customer base?

GZ & BM: Our core customer at launch is individuals who are starting their fertility journey, but we have our eyes set on providers and employers.

While we are initially launching directly to consumers through referrals from OB/GYNs, our long-term growth strategy involves partnering with clinics.

Our minimum viable product (MVP) is already live and serving 100 patients. Meanwhile, we plan to launch our revenue-generating telehealth platform in summer 2023 and have a waitlist of over 500 patients — despite having spent nothing on marketing.

Looking at your road map, what are some of the milestones you’re targeting over the next 3-6 months?

GZ & BM: As the demand for telehealth services rises, we strive to become the top platform for fertility treatments. Our goal is to secure funding from ideal partners, advance financial goals, and enhance product offerings. Our roadmap includes collaborating with more OB/GYNs to increase patient referrals, launching the telehealth platform, and working with clinics for referrals.

We also plan to establish partnerships with additional health systems to expand our patient reach and offer a wider range of fertility treatments and services. But that’s not all. We are committed to improving the patient experience by incorporating direct messaging with providers and developing personalized plans that include simulated journeys and milestones.

With continuous research and development to stay at the forefront of advancements in fertility treatments and technology, we are well on our way to achieving our long-term growth objectives. Additionally, we aim to make significant strides in the telehealth sector to support individuals, and those in the LGBTQ+ community, in achieving their aspirations of starting a family.

If you’re interested in having your company featured in our Startup Q&A series, send an email to

Get the latest health and fitness industry news

Keep up with industry news, trends, investment activity, and job openings — in one weekly newsletter.

    No thanks.