Just bring yourself. Legacy’s new brand, story, and vision.
Our clients are growing up, and so are we.
As we think about our clients’ journeys towards fatherhood, we also think about our own. What values do we want to instill? Who do we want to surround ourselves with? What kind of company do we hope to become?
And while we started as a small team in 2018, we’ve grown to include fertility experts, sperm experts, healthcare experts, and the kind of fathers, mothers, and human beings that we know can empathize with our customers every step of the way.
No matter their life situation or personal goals, we want men to feel that they belong in the fatherhood conversation. So no matter what we’re talking about, we make it clear that there’s always a free seat at the table.
Today, I’d like to introduce you to the new Legacy, and give you a glimpse into the future we are imagining:
Just Bring Yourself.
To guide our thinking over the next decade, we have developed a set of core beliefs:
Fatherhood is a universal language.
Culture. Religion. Politics. Men are as different as the world is large. But fatherhood provides us common ground — a way to relate to every man on shared terms. So we speak as fathers and aspiring parents, cementing Legacy as a place where every man feels understood.
Readiness has no age.
Most men think their fertility is stable, regardless of age. And as a result, readiness has felt like a state of mind rather than a force of nature. We make this feeling a reality, focusing on the fact that preparation — in the face of new-found urgency — genuinely makes “ready” a choice.
Information enables control.
The reason we inform men is because we want them to do what they do best — run their lives. So when we educate, we remind them that it’s all to help them captain their journey towards fatherhood.
Accessibility is paramount.
Men and women, fathers and non-parents alike are a part of both the Legacy team and the Legacy community. So while we vocally champion both men and fatherhood, we always make sure to remember and give voice to the different identities that are a part of this journey. This means choosing the right moments to expand on the word “we,” always looking to use it to enhance togetherness rather than exclude.
And we have developed a framework for the kind of company we want to be:
Respect the sensitivity of the subject matter. There’s gravity in what we do. We deliver difficult news. We handle sensitive information. We help men become fathers. So no matter the channel, we must speak in a way that honors these moments — with precision, respect, and professionalism.
Set the standard daily. The industry is under-researched, under-funded, and under-prioritized. It is our responsibility to be at the cutting edge, always of the field, and ensure that we remain the leading male fertility and fatherhood company.
Showcase journeys of every kind.When it comes to fatherhood, success looks different for every man or trans-gender woman. So we don’t guarantee outcomes. Instead, we inspire confidence and action, motivating each man to feel capable of doing what’s right for him.
Fatherhood starts with you. And we will help you write your next chapter.
Khaled Kteily
CEO, Legacy
Follow this page, we have a few more announcements for National Infertility Awareness Week.
