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Proov vs Willow: Which Is Better?

Head-to-head comparison of Proov and Willow based on our independent scoring across trust, value, experience, product range, and reputation — plus real pricing for the treatments they both offer.

Our Verdict

Proov scores higher overall in our independent evaluation (57.7/100 vs 51.9/100), leading on trust & safety, value, reputation. Willow comes out ahead on experience, product range.

58
Proov
Fair

Proov is an at-home fertility hormone test brand whose Path to Pregnancy program pairs three cycles of testing with a reproductive endocrinologist who can prescribe letrozole, progesterone or metformin.

Visit Proov
52
Willow
Below Average

Women-focused compounded GLP-1 telehealth brand operating in a limited number of states, tied to a National Advertising Division referral over its marketing claims.

Visit Willow

Score Breakdown

DimensionProovWillow
Overall Score57.7/100 ✓51.9/100
Trust & Safety30%62/100 ✓48/100
Value25%64/100 ✓52/100
Experience20%55/10062/100 ✓
Product Range15%44/10055/100 ✓
Reputation10%55/100 ✓38/100

At a Glance

Founded2015—
HeadquartersBoulder, CO—
Publicly tradedNoNo
Treatment categories12
Treatments listed22
Starting price$133/mo$299/mo

Pricing Where They Compete

Prices shown are based on our most recent research and may not reflect current pricing. Telehealth providers update their pricing frequently. Always verify pricing directly with the provider before purchasing.

CategoryProovWillow
Women's Health$133
Path to Pregnancy (3-cycle testing + RE review)
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Proov

+Prescribing decisions tied to the patient's own measured ovulation and PdG data, not a calendar protocol
+Named reproductive endocrinologist (fertility-clinic specialty), not a generalist questionnaire review
+Transparent bundle: $399 for three cycles of tests plus physician review, with medication capped at $65 for three months
−A single physician does all prescribing; state-by-state availability isn't disclosed
−Primarily a test-kit retailer; the telehealth component is a fixed three-cycle program, not ongoing care
−Refunds follow the standard store policy, with no program-specific guarantee
Read the full Proov review →

Willow

+Women-focused positioning with unlimited doctor access included in plan price
+Reviewers highlight responsive, board-certified doctors and simple onboarding
+Some patients report substantial results (e.g., 65 lbs in three months)
−Reportedly referred by the National Advertising Division to state attorneys general (Dec 2025) over advertising claims — unverified independently this cycle, needs manual confirmation
−Service limited to a narrow footprint (reportedly ~12 states), well below most national competitors
−Pricing ($299-399/mo starting) runs higher than several direct compounded-GLP-1 competitors
Read the full Willow review →

Proov vs Willow — FAQ

Is Proov better than Willow?

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Proov scores higher overall in our independent evaluation (57.7/100 vs 51.9/100), leading on trust & safety, value, reputation. Willow comes out ahead on experience, product range.

Is Proov or Willow cheaper?

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Proov has the lower starting price (from $133/mo vs $299/mo for Willow). Starting prices are for the cheapest treatment each offers — compare the specific treatment you need, and check what each price includes.

What do Proov and Willow both offer?

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Both platforms treat Women's Health. Proov covers 1 treatment category total and Willow covers 2.

Still deciding?

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