One more thing I'll add to Sarah's answer: in our case, the company was founded by - and run by - healthcare and fertility specialists. We are a healthcare company first, and a consumer company second, not the other way round.

This sounds minor but actually affects a lot of the way we do our work e.g. we ensure rigorous analysis, we take extra de-risking steps around cryostorage, we call clients to share bad results because it's more humane to do, we connect them to our urologist on staff, etc. etc.