MB: Hi guys. Welcome to another episode of the Name Drop Podcast. This guest turned something really personal into a super innovative business and is doing some amazing work in a space that can be both challenging and emotional. Thanks as always for listening.
MB: What’s your go-to karaoke song?
LG: Friends in Low Places by Garth Brooks. If you know it, you know it. Gets everyone into it.
MB: If you could travel anywhere right now, where would it be?
LG: Japan. I’m looking for places that will be unlike anywhere I’ve been, not just another cool city.
MB: What’s your favorite type of cuisine?
LG: Chinese. No question. I think it’ll be on my tombstone: Chinese food agrees with me.
MB: What’s the last show you binge watched?
LG: Your Friends and Neighbors. That was a show that my wife and I watched together, which is quite rare, and it just worked.
MB: What was your dream job as a kid?
LG: OB-GYN. I even started pre-med in college and then pivoted.
MB: Why?
LG: I come from a family of physicians and my best friend’s dad was an OB-GYN. When I asked him about it, he was like, “I’m bringing life into this world.” That was always, kind of still is, my dream job.
MB: So without telling us who you are, what is top of mind professionally these days?
LG: Helping people start families.
MB: What are you really good at? Brag about yourself.
LG: Understanding my limitations and faults.
MB: Have you always been hyper aware of that?
LG: As long as I can remember. I think a lot of it is I’m the youngest of five boys, so you stay in check. Part of championing somebody is keeping them humble and reminding them how much more they have to go and how much better they can be.
MB: What’s been the most pivotal moment in your career?
LG: In hindsight, it was leaving a law firm and the law path and joining a very small boutique digital marketing and branding agency, a completely different trajectory, completely different world.
MB: What motivated the change?
LG: I majored English in American lit and I wanted to be a teacher. I was about to start this master’s PhD program in English and then learned a little bit more about what that lifestyle looks like. And I said, “Okay, maybe that’s not for me.” Then looked at different graduate schools because I wasn’t done learning. I thought law school looked the most interesting and the most fun.
And then went to a firm, not because I always wanted to be a lawyer, but my wife looked at it as my residency. It became abundantly clear pretty early on, maybe year three or four, that there was no way I was going to be the husband I wanted to be, the father I wanted to be, the son, the brother, the friend, and the lawyer I needed to be there. And once that was clear, the decision made itself.
MB: And you chose marketing? Why?
LG: While I was in law school, my wife and I started going through fertility treatments and it put us down a path where I learned a lot about it. I was doing the strategy, the branding, the design. I’m not a designer, I’m not a strategist. I’m not a developer, none of the above, but I was loving it. I loved what I was doing because I believed so much in why we were doing it.
I looked for places in Chicago that were doing something similar from whom I can learn and came across this agency. I just reached out cold just to say hi. We hit it off and just started hanging out. So about eight months later made the leap.
MB: Was the change even greater than you expected it to be or did it rock your world or were you like, “Oh no, this was exactly where I should be”?
LG: That’s all relative to your partner. And I think if you have the right partner, rocking your world is tempered. It was a massive risk, at least from a financial perspective for sure. But I’m lucky to have a great wife who went into it together. You can’t do it otherwise.
MB: So let’s jump ahead. Tell us who you are. Tell us what you’re doing now.
LG: I’m Lior Geft. I’m the co-founder and CEO of the Fertility Concierge. And we help people start families and grow families and freeze their eggs to prepare for their future.
MB: So have you been building Fertility Concierge behind the scenes for all these years?
LG: Yeah. So it started in 2017 and it was just me and my wife. We went through the whole fertility journey and we saw how broken the patient experience was. So much of the process is outside the clinic walls.
My wife’s a nurse practitioner. We knew that it was complicated for us. We said, “Wow, you’re a nurse practitioner, you’re a nurse. How hard is it for somebody who’s not a healthcare professional?”
We told clinic, “If anybody wants the help, they can give us a call.” Because we were doing other things full-time, it really was a passion project. I think the ongoing joke that is completely true is I hope nobody ever calls us. I hope nobody ever struggles with infertility. I wanted people to not have to call us, so we didn’t advertise or promote or market or anything. As we grew, we had a few nurses who were running the coordination and the patient intake. And they kept it running, but by no means was the lion’s share of our day.
MB: So when did it become the lion’s share of your day?
LG: June 4th of 2025. As the years went on, we realized how necessary and critical the service was.
MB: And was it just growing word of mouth at this point?
LG: Yeah. So it was just me and my wife, and she would go out and give the injections in Chicago. Then we had to hire another nurse because my wife could only be one place at a time. Then we’d have a patient who said, “I’m going to New York for a work trip. Do you have anybody in New York?” So we found someone in New York and trained them and that’s how it would expand. We were getting calls all across the country and we said, “This warrants our time and our focus and our attention.”
MB: What’s been the most challenging piece of building this so far?
LG: There’s a benefit when you’re not actually trying to scale. We were able to allow the market to tell us where was the need. The best thing I did was just talk to the patients and talk to our nurses, just follow up, say, “What was good? What could have been better?” And just listen.
The biggest challenge once we went full time on it was awareness. People don’t know that it’s available. The most recent study said 36% women who go to a clinic to do an initial consult decide not to do it. And we know for a fact, both from our qualitative and quantitative data, that they don’t want to do the injections. We say it’s similar to Uber. You might have a car, that’s great. We should also have the Uber app just in case.
MB: So what have you done to generate more awareness?
LG: Test a lot. AB test everything. At the end of the day, we know that our primary partners in this journey are the clinics. They want happy patients, good patient experiences, good numbers, successful treatments, and we help them achieve that. So we’re able to meet the patients where they are, literally, bring them the help and the support they deserve and they need without adding risk, liability, burden, work, headaches on the clinic.
MB: So a win-win for everyone, really, the clinics and the patients.
LG: Right. We weren’t creating a need. We were addressing an existing need that wasn’t being fulfilled.
MB: Outside of the hard skills of health, legal, marketing, what have all these lived experiences taught you that you feel like is making you really good at what you’re doing now?
LG: I’m such a firm believer that every experience is valuable and everything is cumulative. At the end of the day, we are here to help people. And the more you can understand people, the better you can help them. Understanding people to me is the bedrock of everything. They are our primary subject. They are our market, they are our goal, they’re our audience, everything. They’re the reason we do what we do.
MB: What relationship has been most impactful on your career?
LG: My marriage. No question. I see careers and work as a journey. And that journey is best not done alone. Having a partner who’s in it with you, yet also going to keep you in line and call you out if you’re not doing your best is critical. I think without that, you’re just a rudderless ship.
MB: What advice would you give to someone who’s just getting started in their career?
LG: I give the same advice that I give college students when they’re looking for a major. It’s my brother Ace’s line. He says, “Your major should be more of a realization than a decision.”
Similarly for work, people get very caught up with titles and roles and positions. You have to remember that you actually have to work there. The hardest part which warrants the most time and attention is finding what you love to do, what gets you out of bed in the morning. The rest will follow. There’s plenty of money in every industry. And if you put in the time and the effort into something that you love, you’ll do very well.
I say if you have your health and you have your family, then the rest is on you.
MB: It’s a choice.
LG: It’s absolutely a choice.
MB: So where can people find Fertility Concierge?
LG: They could find us online at our website, thefertilityconcierge.com. On Instagram. We’re also on Facebook and TikTok.
MB: And where can people find you?
LG: They could always email me. It’s lior@thefertilityconcierge.com.
MB: Well, I’m so excited for what you’re building.
LG: We’re reminded every day why we do it.
MB: Thank you for doing this. You guys can find us on Instagram at namedrop.pod, and I’m @molbakes. Thanks so much.
