Launched in August 2019, Natalist is built on the values of evidence, education, and usability. The team—moms, doctors, and scientists—started Natalist with a mission to reduce the shame, misinformation, and outdated product offerings they experienced while on the pregnancy journey. Natalist offers evidence-based educational resources, alongside redesigned fertility and pregnancy essentials. The Natalist team believes it is their moral imperative to leave the world a better place for future generations. They launched their Mother Earth sustainability initiative in August 2020, which includes being certified 100% plastic neutral. Natalist was founded by Halle Tecco, a prominent healthcare investor and Founder and former CEO of digital health investment fund, Rock Health.