The pregnancy and engagement announcement of Ashanti and Nelly marks a unique blend of celebrity news and entrepreneurial achievement. Some might call it the ultimate strategic product placement.
This music power couple also announce that they now co-own Proov, a company specializing in fertility and hormone diagnostics, as reported by Forbes BLK.
Their announcement of owning Proov, much like their relationship, was kept under wraps, with only their investment being made public on April 17.
Pregnancy Investment
Neither the couple nor Proov have revealed how much Ashanti and Nelly have invested to become co-owners. But the company’s co-founder Dr. Amy Beckley posted on LinkedIn, “Proov was featured in Ashanti’s pregnancy announcement video yesterday. One of the most important moments of her life and we got to share it with her. She created the most amazing video I have ever seen, so you definitely need to watch it. But the BIGGER news is that Ashanti & Nelly are now co-owners in Proov! SO BLESSED.”
Utilizing FDA-approved at-home fertility tests, treatments, and supplements, including the groundbreaking PdG-test developed by Dr. Beckley and Ellen Schell, Ashanti, 43, and Nelly, 49, are not only expecting a baby but are also promoting an fertility-related home kit.
Proov’s mission is to support couples in conceiving and empower women by enabling them to conveniently track their hormones at home. The various products range from about $50 to just over $1,000.
“This new year of my life is such a blessing full of love, hope, and anticipation,” Ashanti told Essence. “Motherhood is something that I have looked forward to, and sharing this with my family, fiancé, and loyal fans, who have been so supportive of my career, is an amazing experience.”
The couple have had a more than 20-year on-and-off relationship, according to Entertainment Tonight.
Nell and Ashanti started their relationship sometime in 2003 at a Grammy event, with their romance becoming more public by 2005, before they broke up in 2013. They reconciled throughout mid- to late 2023, People magazine reported.
As reported by the Biz Journal in 2021, Proov, a Denver-based startup, garnered significant attention within the investment community. Founded by Beckley and Schell in 2016, the company secured $9.7 million in a Series A funding round spearheaded by Hambrecht Ducera Growth Ventures.
According to Pitchbook, the privately-held company had 16 investors as of 2024.
Beckley’s firsthand encounter with infertility propelled her toward developing hormone-based solutions, first introduced as MFB Fertility, “My Fabulous Basement” according to Tech Crunch, before ultimately culminating in the establishment of Proov.
In addition to achieving milestones such as FDA clearance, launching a mobile app, and securing millions in venture capital funding, Proov has further expanded its presence into Walgreens stores nationwide, Biz West reports.
