NASHVILLE, Tenn.–( BUSINESS WIRE )–Joi + Blokes, a rapidly scaling precision health platform focused on diagnostics, hormone optimization and personalized care, today announced a strategic alliance with Gina Bartassi and her company YourJOY.ai to seamlessly integrate fertility into Joi + Blokes’ existing footprint in hormonal health.
Bartasi previously founded and scaled Kindbody, which raised $325M in capital to offer accessible maternity care, and Progyny, the only publicly traded women’s health company valued at $1.5B. He will join Joy+blox as founding partner and CEO of its fertility division, leading strategy, operations, and growth.
One in six couples worldwide struggle with infertility, a number that is only increasing due to environmental and social factors. Coupled with a lack of access to fertility treatment, which can cost more than $25,000 for one cycle, many couples’ dreams of raising a family are increasingly dashed. At the same time, the U.S. hormonal health market is undergoing structural change, as both consumers and employers move away from point solutions toward integrated models of care. Conditions such as infertility, PCOS, menopause, and obesity are interconnected, yet historically treated in isolation, inefficient, high costs, and producing suboptimal outcomes. joy The process of accessing fertility treatment will be simplified with an AI-first model that removes barriers to care, combined with the human-centered approach that Joi + Blokes offers.
This development positions Joi + Blokes to capture a larger portion of the multi-billion dollar hormonal health market by integrating fertility into its existing infrastructure. The company’s model, combining clinician-led care, diagnostics, and long-term engagement, enables higher quality of life for every patient while improving outcomes and reducing fragmentation in care journeys.
“We’ve always believed that building for women starts with building the right team, and Jenna brings the type of operational experience that’s rare in this category,” said Katie and Josh Whalen, co-founders of Joy + Blox. “As we expand into personalized, long-term care across hormonal health and fertility, her ability to scale operations and make strategic partnerships will be critical to what’s next.”
“We are creating a platform that supports patients at every stage of their hormonal health journey,” said Bartasi. “Using the Joy+blox infrastructure, we can go green with immediate operational benefits and scale more efficiently than legacy solutions.”
Joi + Blokes breaks the mold by unifying care for weight, hormones, fertility, and longevity on a single platform. This integrated model drives higher patient retention, improves outcomes through longitudinal data, and adds value to lives through expansion across multiple care categories.
For employers, the platform offers a unified solution as demand for GLP-1 therapy, maternity services, and long-term care prevention increases.
A fertility division is expected to be added immediately upon growth, leveraging existing clinical, operational, and distribution infrastructure. In addition to fertility services, the company is also evaluating strategic investment partners to accelerate development, enhance capabilities, and improve unit economics. For patients, JOY. More convenient and affordable egg freezing options will begin in 2026, followed by IVF services in 2027.
Joi + Blokes has experienced rapid growth since its founding in 2021, treating over 100,000 patients by combining clinical-led care with advanced diagnostics and positioning itself at the forefront of the shift to personalized life-cycle-based healthcare. With the addition of Fertility, the company aims to create a category-defining platform in chronic hormonal health.
About Joy + Blocks
Visit www.joiandblokes.com for more information, and follow @joiwomenswellness and @getblokes on Instagram to explore personalized care, diagnostic testing, and advanced hormone therapy for men and women nationwide.
About JOY.
YourJOY.ai, previously scheduled to launch in Spring 2026, is excited to share that it is joining forces with the leading longevity platform, JoiandBlokes.com, to provide the first long-term care platform that shatters today’s single point solutions. This concerted mission to transform expensive fertility and hormonal health treatments by targeting labor costs through an AI-based platform will bring about the change the industry deserves.
For more information, please contact: investor.relations@joiandblokes.com
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