Gina Bartasi’s New York City-based fertility clinic Kindbody is aiming to democratize access to health care. It’s a mission that stems from Bartasi’s personal sense of purpose, and the company’s success–it tripled its previous year’s revenue in 2021–highlights the value of founders bringing their whole selves to work.
“I didn’t grow up with any money. Neither one of my parents went to college. And so I was rooted in this humility in the service environment, and to be respectful of those who are less fortunate than you,” Bartasi says in a recent interview at Inc.’s Purpose Power Summit.
For Kindbody, creating more access means leveraging technology to create more transparency in the fertility treatment process. Primarily, that means using telehealth to equalize costs: “You could be in Boston and pay $11,000 or $12,000 for something that in the Bay Area or New York City is going to cost you two and a half times that,” Bartasi says.
Giving patients insight into the fee structure is also important. Fertility doctors historically have been able to charge whatever they want, as they were serving a privileged few. “I can remember when my husband and I sat down in front of a doctor on the Upper East Side of Manhattan. We said, ‘We don’t care what it costs, we just want a baby,” Bartasi says. “I imagine what the fertility doctor thinks is: ‘OK, well, I’m going to charge you as much as possible.'”
As her company scales, Bartasi says, she plans to rely on her leadership team to help keep her grounded in her sense of purpose: “When you have a really deep, strong leadership team that believes so strongly as I do in this service-based leadership style … it’s impossible for all 12 of us to feel down in a day. So sometimes I’m the picker-upper and sometimes I’m the picked-up.”