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The focus of twoplus Fertility is on finding solutions to supposedly intractable issues in healthcare, notably fertility treatment. It all started when the co-wife founder's and they struggled for a very long time to have parents, and pressure increased once unexplained infertility was identified. They believed there has to be a straightforward, natural fertility answer out there, beyond IVF and IUI, after researching fertility and pregnancy. twoplus Fertility searched far and wide for a natural, efficient reproductive solution that could be used at one's privacy and convenience, along with fellow Stanford Biodesign Innovation Fellow and co-founder who also witnessed first-hand how difficult it is to start a family. It was found that there was no such product on the market and that their issue was not unique. In fact, similar fertility challenges affect more than 16% of couples globally.