How Fertitude Went From Idea to 1K Users in Just 3 Months
Fertitude is a 24/7 reproductive health companion that helps women monitor and manage their reproductive health on the go.
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The "Why" Behind Fertitude
Fertitude was founded by Dr. Kieva Chris-Amusan with a mission to break the silence and stigma surrounding women’s reproductive and sexual health. The idea was born out of a shared frustration: too many women faced barriers to accessing reliable reproductive healthcare, and the existing solutions lacked the inclusivity and real-time support they needed.
“Despite training as a medical doctor, it took me years of trial and research to figure out how to best manage my PCOS symptoms. As a young girl, I dealt with irregular periods, and when they did come, they were heavy and lasted for days. Finding answers and a lasting solution was a long, frustrating journey—even with my medical background. I decided to go on this crazy wild ride to build Fertitude because, like so many women, we’ve been through eventful twists and turns with our own reproductive health journeys. We have seen firsthand how challenging it can be and we knew there had to be a better way to support women through all of this.” — Dr. Kieva Chris-Amusan
Watch Dr. Kieva answer the question “why did we start Fertitude?”:
Building and Launching the Product
After conceiving the idea in June 2023, Dr. Kieva and team began by validating the concept through in-depth research and user interviews. They wanted to ensure that Fertitude would provide exactly what women needed: accessible, stigma-free reproductive health support.
Full-scale product development began in October of that year, and by March of the following year, beta testing was launched with the first 1,000 users. Feedback from this phase shaped subsequent iterations, leading to the August 2024 release of a refined version of Fertitude with an emphasis on four key areas: personalized health recommendations, direct access to healthcare professionals, self-paced care programs, and anonymous community forums.
Today, Fertitude is home to close to 3,000 women across different life stages—managing cycles, fertility treatments, postpartum care, and more.
Achieving Product-Market Fit
By the end of 2024, Fertitude had attracted a diverse user base of women—from those managing irregular cycles to women navigating fertility treatments and postpartum care. This traction was largely due to:
The combination of medical expertise, tech-enabled solutions, and community connection was a game-changer
Anonymity features especially resonated with users navigating deeply personal health challenges.
"At Fertitude, we have made it easier and more affordable for women to consult a doctor. For as little as ₦1,000 (~$1), a woman can get direct answers from a qualified health professional or even consult a gynecologist—without enduring long hospital wait times," says Dr. Kieva.
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Go-To-Market Strategy
The team adopted a multi-channel strategy to introduce Fertitude to its audience, building on their early insights that women needed accessible and affordable reproductive health solutions.
But their approach didn’t stop there.
Founder-Led Marketing
Dr. Kieva is a recognized voice in female health and medical tech, and has leveraged her platforms to spark conversations on reproductive health and position Fertitude as a go-to solution.
In addition to social advocacy, Dr. Kieva’s background in growth marketing, as she explains to us here, is helping her drive initiatives centered on product lifecycle marketing, partnerships, storytelling, and community engagement.
According to Dr. Kieva, “Growth happens when we understand our audience’s needs and goals so well that we are delivering real value at every touchpoint, speaking their language, and meeting them where they are”.
Social Media Content
Beyond strategic marketing efforts, social media advocacy has played a pivotal role in Fertitude’s go-to-market success.
Dr. Kieva and the Fertitude team have been actively sparking conversations around reproductive health across platforms like:
TikTok (educational and relatable health content),
Instagram (community stories, campaign highlights like "Me & My Girls"),
Twitter/X (health tips, advocacy, real-time engagement).
By meeting women where they already spend their time online—and by fostering real, honest conversations—Fertitude has built an organic community that grows stronger with every story shared.
This founder-led authenticity combined with platform-specific strategies created a virtuous cycle of awareness, trust, and user acquisition.
Influencer-Led Storytelling
This International Women’s Month (March, 2025), Fertitude launched the "Me & My Girls" video series—a bold, deeply personal campaign to amplify African women’s voices on reproductive health.
The YouTube series features six notable women, including:
Bambam (BBNaija alum),
Tosin Ajibade (OloriSuperGal),
TitoOluwa Sam-Oladapo,
Toyinlolu Ogunmade,
Kike, and
Kieva.
They open up about fertility treatments, vaginismus, childbirth struggles, and surrogacy, offering real, unfiltered reproductive health conversations often hidden behind closed doors.
In one standout moment, OlufunmiJay, host and producer, shares:
“I never thought I’d talk about this publicly, but if our collective stories can help even one woman feel less alone, then it’s worth it.”
Through this series, Fertitude is changing the narrative—from silence and stigma to solidarity and support.
Expert Partnerships
Collaborations with healthcare professionals, wellness influencers, and advocacy groups have helped amplify Fertitude’s mission and expand its reach.
Community Engagement
Through anonymous forums and peer-matching features, Fertitude has fostered a sense of belonging, organically growing its user base through shared experiences and support.
We also interviewed Dr. Kieva Chris-Amusan in our T-shaped Marketers Series where she shares more about her background, marketing journey, and how she’s using those skills to transform women’s health access through Fertitude.
👉🏽 Read the full interview here: https://www.marketinginaction.xyz/p/kieva-chris-amusan-t-shaped-marketer
User Base and Revenue
Since its launch, Fertitude has helped thousands of women access critical reproductive health support. Users have shared how the platform has empowered them to make informed decisions, feel less alone in their journeys, and take control of their well-being.
The platform mainly earns revenue from in-app payments for consultations and various services. Although the company has not revealed specific revenue figures, the steady adoption of its product indicates a robust, sustainable business supported by a dedicated and engaged user base.
Fundraising Efforts
As of the present date, there is no information readily accessible online regarding Fertitude’s fundraising activities.
What’s Next for Fertitude in 2025?
Fertitude is continuously evolving to meet the needs of its users. The team is focused on moving from reactive care to proactive care, expanding features such as:
Period tracker designed to give women deeper insights into their menstrual cycles and overall reproductive health.
Improved health insights through Kiki (Fertitude’s AI-powered health assistant) for even more personalized care. Fertitude revealed that one of the standout features of the period tracker is that it will work in sync with Kiki AI to provide real-time feedback and support.
Wholesome education to curb/address misinformation in female health.
Multilingual support to reach more women worldwide.
Deeper integration with healthcare providers and experts to bridge the gap between digital support and in-person medical care, especially in underserved areas.
☝🏽 A personal note: I signed my wife up on Fertitude.
Over the years, I’ve become quite aware of the multiple complications that women face for the simple fact that they have reproductive systems.
I’ve also seen how frustrating it is to get specialized care for women, especially in Nigeria where there is a dearth of obstetricians & gynaecologists—and even basic healthcare.
On a personal level, Fertitude’s mission hit home for me—so much so that I even signed my wife up for it because I believe that she, like every woman, deserves immediate support, expert advice, and a community that truly understands.
Fertitude is more than just an app—it’s a movement to ensure that no woman feels isolated in her reproductive journey. We recommend Fertitude for any woman seeking personalized, stigma-free, and affordable reproductive health support.
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Thank you for the feature and sharing a part of our journey. Our growth has been phenomenal indeed and this one is for all the women out there who have felt dismissed & alone when navigating their reproductive health 💜
Our Me & My Girls campaign reached over 1.2million women & we are now well on our way to 5k app users in a couple of weeks! 🔥
I am super grateful for my team @fertitude for making the dream work 💜💜💜