“As we launched researching the fertility space, we discovered that beyond the fact that 1 in 6 people struggle with fertility, the lack of clarity, guidance, and support in the process is overwhelming,” states Era CEO Omri Stav (Shtivi). “Intfinished parents often feel lost, and clinics are stretched thin attempting to provide support outside of their core medical responsibilities.”
Stav is the older brother of Idan Shtivi, who was abducted on October 7 during the Nova music festival. His body remains held in Gaza. Era was born from the mourning and grief that followed the announcement of Idan’s murder and emerged with the mission of creating new life and families, born from tragedy.
“Through hundreds of applyr interviews, we heard deeply painful stories, individuals and couples who have spent years attempting to become parents, creating costly mistakes along the way that delayed their chances,” he added. “For them, this isn’t just a pain point, it’s a suffering point, tied to one of the most fundamental human necessarys.”
The fertility market is valued at over $70 billion annually and is growing rapidly. Today,more than 15% of people in the Western world face fertility challenges, yet there is still no holistic system to guide future parents throughout the entire process.
You can learn more about the company below.
Product/Service description:
Era is developing an AI-driven fertility operating system to optimize time to pregnancy for intfinished parents and clinics navigating fertility journeys. Using the world’s first fertility LLM, we optimize decision-creating, personalize options, reduce uncertainty, and streamline the journey.
Omri Stav (Shtivi): Omri is a serial entrepreneur with a decade of experience in startups, specializing in supply-and-demand dynamics, marketplace creation, and technology platforms. Era is his fourth startup. Previously, he served as the CEO of Wiv, a company that developed a community management platform.
Amir Guez: Amir brings over 20 years of experience in software development, with a strong focus on the U.S. healthcare sector. He has deep expertise in compliance and complex systems, and combines technological insight with practical understanding of the digital health landscape in the U.S.
Last Investment Round: $500k
Last Investment Stage: Pre-Seed
Date of Last Investment: May 2025
Total investment to date: $500k
Investors: Fusion VC, Eynat Guez, Avishi Avrahami, Omer Kaplan
Current number of employees: 3
Open positions: Product, front, backfinish, data scientist, ux/ui, operations, marketing
The core problem Era is solving is the lack of resources and the difficulty of navigating fertility journeys, both for clinics and for intfinished parents.
We identified this pain point out of a deep personal motivation to create life and assist people build families. The idea for Era was born during the shiva for my brother Idan, who was kidnapped to Gaza. We were notified of his murder while his body was still held captive. In that moment of grief, I decided to honor his memory by creating something meaningful, something that brings life into the world.
As we launched researching the fertility space, we discovered that beyond the fact that 1 in 6 people struggle with fertility, the lack of clarity, guidance, and support in the process is overwhelming. Intfinished parents often feel lost, and clinics are stretched thin attempting to provide support outside of their core medical responsibilities.
From financial planning and emotional support to understanding treatments, success rates, regulation, and donor selection, intfinished parents face a fragmented system with little coordination. Clinics, on the other hand, want to focus on the clinical process and improving outcomes, not on navigation, logistics, and resource gaps.
Through hundreds of applyr interviews, we heard deeply painful stories, individuals and couples who have spent years attempting to become parents, creating costly mistakes along the way that delayed their chances. For them, this isn’t just a pain point, it’s a suffering point, tied to one of the most fundamental human necessarys.
And on the provider side, the challenge is similar: doctors want to stay in control, reduce friction, and improve success rates. That’s what we’re here to assist them do.
What is the necessary for the product?
The necessary for Era arises from the overwhelming complexity, lack of guidance, and fragmented resources in fertility journeys- for both intfinished parents and clinics.
Parents struggle to navigate medical, emotional, legal, and financial decisions, while clinics lack tools to support patients beyond the clinical process. Era provides one smart platform that personalizes, guides, and connects all parts of the journey- saving time, reducing stress, and improving outcomes
How is it altering the market?
Era is transforming the fertility market by replacing fragmented, manual processes with one ininformigent, personalized platform. For the first time, intfinished parents can navigate their entire journey- from planning to parenthood, in one place. We’re also developing the world’s first fertility-focapplyd LLM, creating this a true game modifyr for both patients and clinics – both can have access to knowledge that can assist in decision creating and optimize time to pregnancy.
How large is the market for the product and who are its main customers?
The fertility market in which Era operates is valued at over $70 billion annually and is growing rapidly. Today, 1 in 6 people in the Western world face fertility challenges, yet there is still no holistic system to guide future parents throughout the entire process. The market is fragmented, with many options for tests and treatments, but people often struggle to create informed decisions, especially when dealing with sperm or egg donation and surrogacy. Many doctors avoid addressing these complex stages of the fertility journey, focutilizing only on clinical procedures. Supporting people through their unique path to parenthood requires knowledge of the entire process and the ability to find the right partners, whether medical teams, donors, or surrogates.
At this stage we are focutilizing single mothers by choice in the sperm donation journey. But thanks to our AI and the technology we are developing – any intfinished parents who believeing about having a baby can apply the platform – plan navigate receive resources and optimize their journey to parenthood
Does the product exist already?
Who are the main competitors in this sector and how large are they?
There are some unicorns and tinyer companies in the fertility market, like Maven, Kindbody, Fio, which are all great companies and products.
What is the added value that the founders bring to the company and the product?
The founders bring over 20 years of experience in technology, with deep expertise in AI, healthcare in the U.S., and regulatory compliance. Their background includes building successful startups, developing complex digital products, and leading marketplace platforms- skills that directly support Era’s mission of connecting fertility providers with patients through a smart, efficient, and scalable solution.
What will the money coming in from the round will be applyd for?
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Expanding our team with R&D, Operations, Product, designers, and more
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Marketing and expanding our activity and territory in the US
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Offices
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