“One of the biggest reasons I founded Wellhatched was to ensure that others didn’t feel as overwhelmed or alone on their fertility journey as I did,” Holly Singh told me when we first got in touch about her new startup. The business: a fertility consulting and education platform born from her own challenges starting a family. She helps parents-to-be navigate the shrouded world of fertility treatments, egg and sperm freezing and IVF.

Her journey to this point began more than a decade ago, before her own kids were born, when a doctor told her she would not be able to have children of her own. She was in her early 30s, and the information blindsided her. “I remember thinking this can’t be happening,” she said. “To me being a mom was never a question — I was always going to be a mother.”

So she started researching options then — and realized it wasn’t all that easy to assemble or even find reliable information. “The second you start going down that road you learn there’s a lack of knowledge and a lack of support out there.” Her first child was born in 2016, her second in 2019, and during those years in between, dozens of friends and friends of friends would reach out to her for advice. “They would always leave me saying ‘You really need to do this full time!’ The joy I experienced when these people had their babies made me realize they might be right.”

When she started a new job in February 2020, she promised herself she would use her salary to get the new business off the ground and started working after bedtime and on weekends on the offering and eventually the business plan.

She works with individuals, but one core part of the business is leading seminars at companies, many of which are offering fertility services to their employees. Some career sites are even now adding fertility benefits as part of their job search filters.

Wellhatched charges $10,000 for a series of three 60-minute webinars for a corporate audience, sometimes adjusted for the size of the client and budget. Fees for private clients range, using a sliding scale, from $300 for a 30-minute clinic consult call; $125 for nurse-assisted fertility injection assistance (in person, at home); $750 per month for full-suite egg freezing or IVF cycle support.

The resource list is always evolving but is curated to either the individual client or professional audience (for instance if the client works for a large bank, they might identify the benefits she can utilize both virtually and physically, such as firm-sponsored subscriptions or acupuncturists near work).

And things are right now busier than ever. Reproductive services were not essential during the pandemic, so everything stopped. Women are now making up for that lost time.

The company does not give medical advice, and they are not therapists; they are more like logistics coaches — helping clients figure out what and when to do next. And a lot of that comes from experience.

“Clients consistently tell me, ‘Hey, what’s most important to us is that you’ve actually been where we are. You’ve had to make these decisions,’” Holly said. “That connection, and the need for empathy, is what makes this feel not just like work, but purpose. Early days, but it’s becoming clear to me that fertility education is creating both awareness and community, and that’s something that gets me very excited.”