Dadi

About Dadi

Dadi, a men's health company, entered the market in January 2019 to address the traditionally complex and stigmatized field of male fertility. The company was co-founded by Tom Smith, Gordon von Steiner, and Mackey Saturday, who were motivated by personal experiences and the belief that men should have more accessible options for understanding and preserving their reproductive health. Smith, who serves as CEO, was inspired after a close friend's experience with outdated and expensive fertility clinics highlighted a significant gap in the market.

The company's core offering is an at-home, FDA-licensed male fertility test and sperm storage kit. This direct-to-consumer model allows individuals to collect a sperm sample in the privacy of their homes, bypassing the often uncomfortable and costly process of visiting a traditional clinic. The kit is designed to be temperature-controlled to protect the sample during overnight shipping to Dadi's partner lab, the New England Cryogenic Center. Upon arrival, the sample undergoes analysis, and the customer receives a personalized fertility report detailing sperm volume, count, and concentration. An interesting feature is the inclusion of a microscopic video of the customer's sperm.

Dadi's business model is subscription-based, generating revenue from the initial kit purchase and recurring annual fees for cryopreservation services. This structure was positioned as a significantly more affordable alternative to traditional sperm banking, which can be up to ten times more expensive. The company targeted a broad demographic of men, from those in their early 20s to their 50s, who are proactively planning for future families. In March 2022, Dadi was acquired by the direct-to-patient healthcare company Ro for a reported $100 million. Following the acquisition, the product was rebranded as the Ro Sperm Kit, integrating it into Ro's expanding suite of at-home fertility services, which also includes Modern Fertility for women. This strategic move aimed to create a comprehensive fertility and family planning platform under the Ro umbrella.