Traci Keen

AUTHENTICITY UNLEASHED. Authenticity has always been Traci Keen’s guiding force, shaping her journey to becoming the CEO of Mate Fertility. Growing up in conservative Lynchburg, Virginia, in the 1980s, Traci was a tomboy who loved sports. Despite the challenges of living in a household affected by mental illness and addiction, Traci’s parents gave her the freedom to express herself fully. “They let me be who I was,” she recalls. “I embraced authenticity at a young age, and it was never told to me that wasn’t okay. It’s probably the greatest gift I ever received in my life.”

This foundation of authenticity became a cornerstone of Traci’s life and career. In high school, she channeled her energy into excelling academically and athletically, finding solace in the structure and safety that education and sports provided. Her academic and artistic talents led her to Simmons University, where she studied Graphic Design and Fine Arts. However, recognizing the limitations of a career in the arts, Traci pivoted toward finance.

Traci’s entry into the financial world was anything but typical. Testing into an investment program at a bank, Traci quickly learned the ropes of mutual fund accounting—a high-stakes environment where failure meant immediate termination. “It was the craziest, most stressful experience of my early career,” Traci recalls, “but I came out on the other side with a financial acumen and experience that most people don’t ever get.”

Traci’s career in finance took off from there. She moved through various roles in investment banking, trade operations, and analytics, eventually landing in Los Angeles, where she transitioned into consulting. For over a decade, Traci helped businesses optimize their operations, guiding them through growth and, in some cases, difficult wind-downs. But by the time COVID-19 hit, she felt burned out and yearned to make a more significant impact.

In 2021, Traci joined Mate Fertility as the Head of Finance, drawn to the company’s mission to revolutionize fertility care in America. “Fertility is near and dear to my heart as an LGBTQ individual,” Traci explains. The company’s innovative platform addresses the significant access challenges in fertility care, particularly in underserved geographies, by enabling gynecologists to offer advanced fertility treatments in their communities.

VISIONARY LEADERSHIP. By January 2022, Traci had stepped into the role of CEO, guiding Mate Fertility through the leadership transition, multiple funding rounds, the SVB crisis, and the downturn of the venture market. The transition was not without challenges, especially as an LGBTQ+ female CEO in a male-dominated venture capital industry. However, Traci’s vision and perseverance ultimately led the company to its acquisition and expanded vision. She saw the potential to apply Mate Fertility’s model to other areas of specialty healthcare, broadening the company’s potential impact and reach.

The acquisition process, while difficult, was a testament to Traci’s leadership. “Acquisitions are never easy and without bumps,” she says, “but it was incredible to get to go through it.” As Mate Fertility rebrands and relaunches as Onto Health, Traci is excited about the future. The company’s expansion into new areas of specialty care represents the next chapter in her journey.

Throughout her career, Traci has been inspired by the support she has received from the LGBTQIA+ community and allies in the venture space. “Humans will surprise you,” she says. “I think it’s important to remember that being a good person is first and foremost, and never forgetting that for every gnarly one—and they are out there—you’ll find ten good ones.”