Joi + Blokes, the precision health platform focused on hormone optimization and personalized care, has announced a strategic combination with Gina Bartasi and her company YourJOY.ai to add fertility to its existing hormonal health platform. Bartasi will join as founding partner and CEO of the fertility division.
This is a pivot from Bartasi’s original plan. When we covered YourJOY.ai earlier this year, it was positioned as a standalone AI-native fertility platform set to launch in spring 2026. Instead, the company is now being folded into Joi + Blokes’ infrastructure – a move Bartasi frames as enabling faster scale. “By leveraging Joi + Blokes’ infrastructure, we can enter fertility with immediate operational leverage and scale more efficiently than legacy solutions,” she said.
Bartasi is one of the most prominent serial entrepreneurs in the fertility industry, having built Kindbody into a major national fertility clinic network. She was also an early leader at Progyny, now a publicly traded fertility benefits company.
For Joi + Blokes, the combination continues an aggressive expansion strategy. The company acquired HerMD’s virtual menopause and sexual health platform in late 2025. Adding fertility creates a single platform spanning weight, hormones, fertility, and longevity – the kind of integrated, lifecycle model that employers are increasingly looking for as they consolidate point solutions.
“We’ve always believed that building for women starts with building the right team, and Gina brings the kind of operating experience that’s rare in this category,” said co-founders Katy and Josh Whalen.
The fertility division will operate under the JOY brand and use an AI-first model designed to streamline access to fertility treatments by addressing labor costs – one of the primary drivers of high treatment prices – while combining that with the human-centric, clinician-led approach that Joi + Blokes provides. The vision is to make fertility care more convenient and affordable without sacrificing the personalized clinical relationships that matter in reproductive medicine.
The division will begin rolling out egg freezing options in 2026, followed by IVF services in 2027. The company is also evaluating strategic capital partners to accelerate expansion.
