Dadi
Acquired5 known investors
Dadi was a Brooklyn-based men's health company selling an at-home male fertility test and sperm storage kit; acquired by Ro in 2022.
Also known as Dadi Kit
Investors · 5
Also in the syndicate · 3
Company profile
researched Aug 2026Dadi was a men's reproductive health company headquartered in Brooklyn, New York, that sold a direct-to-consumer, at-home male fertility testing and sperm storage service. Customers ordered a kit online, produced and collected a sample at home, and shipped it via FedEx to the company's laboratory partner (the New England Cryogenic Center at launch), receiving a full fertility report that included a microscopic video of the customer's sperm. The kit was temperature-controlled and designed to inject preservatives stored in the lid of the collection cup into the sample so it would survive transit; later descriptions cite protection against extreme temperatures, drops and tampering. The service was described as FDA-licensed and available in all 50 states.
The company positioned itself around education about male reproductive health and long-term sperm banking as part of family planning, arguing that male-factor issues account for a substantial share of infertility cases. It also assembled a Science and Technology Advisory Board in August 2019, including Dr. Michael Eisenberg (Stanford University Medical Center urology), Dr. Jacques Cohen (ART Institute of Washington at Walter Reed National Military Medical Center) as clinical laboratory advisor, and Dr. Grace Centola as science director.
In March 2022, digital health company Ro acquired Dadi and rebranded the kits as the Ro Sperm Kit, sold starting at $199 and distributed through Ro's Roman men's clinic and its Modern Fertility unit. Financial terms were not disclosed.
Founding story
Dadi was co-founded by Tom Smith (CEO), Mackey Saturday and Gordon von Steiner. Smith had previously led custom emoji company Imoji, which was acquired by Giphy in 2017; Saturday was a graphic designer who created Instagram's logo; von Steiner was a former creative director in the fashion industry. Press coverage noted the founding team lacked healthcare-sector experience, which the company sought to offset with a scientific advisory board.
Business model
Direct-to-consumer sales of a physical at-home sperm collection and testing kit, combined with a recurring subscription for cryogenic sperm storage. Laboratory testing and storage were handled through partner facilities.
At launch in January 2019 the kit plus one year of storage was priced at a total of $198. As of August 2019 the kit was sold at dadikit.com for $99 with a storage subscription of $9.99 per month or $99.99 per year (a total of $199.98 for the kit plus one year of storage). After the Ro acquisition the rebranded Ro Sperm Kit was sold starting at $199.
Traction
The company said that since its January 2019 launch it had supported thousands of customers across a range of ages and life stages in all continental states.
Latest developments
Ro announced its acquisition of Dadi on 1 March 2022, rebranding the kits as the Ro Sperm Kit and making them available through Roman and Modern Fertility. Terms were not disclosed. Tom Smith continued as founder and general manager of Dadi under Ro.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
One of two prominent venture-backed U.S. at-home male fertility testing and sperm storage startups covered in 2019, alongside Boston-based Legacy, within a broader wave of direct-to-consumer men's health companies such as Hims, Ro and Manual. Ro stated after the acquisition that it was the only direct-to-consumer player offering at-home fertility services for both men and women.
Emphasis on product design, messaging, security, privacy and medical standards, a patented at-home collection kit positioned as roughly ten times cheaper and easier than traditional clinic-based services, and pricing that bundled low-cost testing with subscription storage.
Technology
A patented, proprietary temperature-controlled at-home sperm collection kit. Preservatives nested in the lid of the collection cup are injected into the sample so it survives shipping to the laboratory; the kit is designed to protect samples from extreme temperatures, drops and tampering. Samples are analyzed at a partner laboratory, with customers receiving a fertility report that includes microscopic video of their sperm; Ro cited a two-day turnaround for personalized reports. The service was described as FDA-licensed.
Go-to-market
Online direct-to-consumer sales via dadikit.com with mail-in FedEx logistics, supported by education-focused messaging about male fertility. Following the acquisition, distribution shifted to Ro's channels, including the Roman men's digital health clinic and Modern Fertility.
Men of reproductive age and couples planning families, reached directly online. An investor at TCG cited plans to expand into the employer market for family-planning benefits.
Geography
Headquartered in Brooklyn, New York, serving customers across the United States; the service was described as FDA-licensed in all 50 states.
History
The company launched its kit and long-term sperm storage service publicly on 31 January 2019 alongside nearly $2 million in seed funding from firstminute capital and Third Kind Venture Capital. In August 2019 it raised a $5 million round (described by TechCrunch as a seed extension) led by TCG, an affiliate of The Chernin Group, and announced its Science and Technology Advisory Board. On 1 March 2022, Ro announced it had acquired Dadi, integrating the sperm testing, analysis and storage kits into its platform under the Ro brand.
Risks & controversies
TechCrunch noted in 2019 that the founding team lacked healthcare-sector experience, which it suggested could pose challenges as the company expanded and formed partnerships across the healthcare industry.
Compiled by commissioned research from 5 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 5
launches, deals, and filingsDigital health company Ro acquired Dadi to add at-home sperm testing, analysis and storage to its platform; kits were rebranded as the Ro Sperm Kit starting at $199 and offered via Roman and Modern Fertility. Terms were not disclosed.
Dadi closed a $5 million investment led by TCG, an affiliate of The Chernin Group, with participation from firstminute Capital, Third Kind Ventures and angels Nat Turner and Alex Chung. Funds were earmarked for expanded customer service capabilities and new fertility technology and services.
$5M source ↗
In conjunction with the $5 million round, TCG Partner Marco DeMeireles joined Dadi's board and the company formed a Science and Technology Advisory Board including Dr. Michael Eisenberg, Dr. Jacques Cohen (clinical laboratory advisor) and Dr. Grace Centola (science director).
Dadi launched with nearly $2 million in seed funding from firstminute capital and Third Kind Venture Capital.
$2M source ↗
Dadi publicly launched its temperature-controlled at-home fertility test and sperm collection kit plus long-term storage service, priced at $198 for the test and one year of storage, using the New England Cryogenic Center as its laboratory.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 5
primary sources listed
- Dadi Secures $5M in Funding - FinSMEsfinsmes.com · web
5 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Dadi do?
- Dadi was a Brooklyn-based men's health company selling an at-home male fertility test and sperm storage kit; acquired by Ro in 2022.
- Who are Dadi's investors?
- Dadi's investors include Expa, The Chernin Group (TCG Crypto).