Proov, officially known as MFB Fertility, Inc., is a health technology company based in Boulder, Colorado. Founded in 2016 by Dr. Amy Beckley, Proov focuses on providing accessible hormone tracking solutions for women. The company aims to empower women at various life stages, from those trying to conceive to those experiencing perimenopause, by offering tools for at-home hormone monitoring. Proov's offerings include at-home hormone testing with urine test strips, a mobile app that provides real-time feedback and personalized insights, and fertility coaching. The app calculates an Ovulation Score and helps users develop strategies for optimizing fertility or managing perimenopausal symptoms. Proov also provides wellness supplements and educational resources to support hormone health. The company has received FDA clearance for its diagnostic technology and has expanded its retail presence through partnerships with Walgreens.