Gina Bartasi, founder and former CEO of Kindbody, is back with a new venture. As founder and CEO of YourJOY.ai, she’s positioning the company as the “industry’s first AI-native platform” for fertility treatment, with a focus on reducing labor costs that drive up the price of care. The company is set to launch in spring 2026.
Bartasi announced the company on LinkedIn with the tagline “a doctor when you need one, technology for everything else” – a framing that signals a leaner clinical model where AI handles the operational and informational layers of fertility care while clinicians focus on the parts that require their direct involvement.
The pitch centers on a supply-demand mismatch: demand for fertility services outstrips supply 10:1, according to Bartasi, and AI could enable clinicians to “do more with less.” She also frames fertility more broadly as hormonal health, pointing to the prevalence of PCOS, endometriosis, obesity among women trying to conceive, and diminished ovarian reserve – conditions she argues should be treated longitudinally rather than only when patients present for IVF.
Details on the product, business model, and funding remain thin at this stage. But given Bartasi’s track record – she built Kindbody into one of the most prominent fertility clinic networks in the U.S. before stepping down – this will be one to watch as it takes shape.
