Carrot Fertility COO on leading a fertility benefits company

A carrot isn’t just a nutritious snack that’s good for your eyes—it’s also the name of a fertility benefits company that’s raised tens of millions of dollars selling benefits to employers and large health plans.

Brooke Quinn, a self-proclaimed “benefits nerd,” joined the company nearly five years ago as SVP of customer success, moving up to chief customer officer in late 2021 and becoming chief operating officer in 2023.

Quinn told Healthcare Brew that while some may think Carrot, founded in 2016 by Tammy Sun, only offers access to in vitro fertilization (IVF) and intrauterine insemination (IUI), the company actually offers a much broader array of benefits.

"It’s pregnancy support, it’s hormonal health support relative to menopause and low testosterone, it’s adoption, it’s surrogacy,” Quinn said. “It’s really providing, across all of those journeys, access to care, access to a curated provider network.”

And providing fertility care in more than 195 countries isn’t an easy task.

“There’s a lot of regulatory compliance and legislative changes that you have to stay abreast of,” Quinn said. “I have an entire global operations team, [and] their sole purpose is to make sure we understand all of the cultural nuances by country.”

On the job. As COO, Quinn is responsible for making sure clients are engaged with the platform and overseeing employees’ performance outcomes as well as client retention.

With more than 500 employees across eight countries, that can be a big undertaking.

“The biggest challenge is really making sure that everybody is lockstep on the same messaging,” she said. “I think the way to do that is just constant communication.”

To keep everybody in sync, Quinn throws at least one annual offsite for the entire staff, with the leadership team meeting more frequently. She also holds monthly town halls for both US and international employees, she said.

Recently, another challenge Carrot has faced is dealing with changes coming out of the Trump administration that have “create[d] some level of uncertainty with customers,” Quinn said. For example, clients in the manufacturing sector have been impacted by tariffs, which could affect the benefits offered to employees. Those companies may not want to introduce any new benefits if they’re looking for ways to save money, according to Quinn.

Carrot rolls out new benefits for its customers pretty frequently, she said. For instance, the company introduced virtual menopause care in early 2025 and a product called Sprints, which focuses on how metabolic health influences fertility, in July 2025.

“We are constantly innovating,” Quinn said.

The bigger picture. Fertility benefit management companies are “definitely the area within women’s health that’s gotten the most attention” from investors, Maria Molland, executive in residence at private equity (PE) firm Frazier Healthcare Partners, told Healthcare Brew.

Roughly 54% of all IVF cycles in the US in 2023 took place in clinics owned by PE, according to a study Yale School of Medicine and the University of Michigan researchers published in December 2025.

Fertility tech companies are so attractive to investors because there’s so much demand for their services, according to Molland. Between people having children at older ages, rising infertility rates, and more queer couples looking to have children, fertility tech is a booming industry, she said.

Over the next five to 10 years, Molland projects fertility benefits will become more focused on outcomes rather than care navigation and will also expand into broader areas within women’s and family health, such as elder care.