Hormones for IVF. Photo: Leon Neal/Getty

American women are having only half as many babies as they did 50 years ago, but fertility technology is becoming a bigger and bigger business.

The big picture: The number of babies born per U.S. woman has dropped from 3.58 to 1.89 in the last half century. But women still want help getting pregnant — and answers about their health outside the doctor's office.

So dozens of companies are crowding a market projected to reach $30 billion in annual sales in five years, introducing tracking apps, wearable tech and at-home fertility tests.

  • Andreesen Horowitz recently invested in Glow, a company that raised $23 million. Glow makes apps that track menstruation, fertility and pregnancy.
  • Union Square Ventures put money in Clue, which makes a competing app and raised $29 million.
  • Sequoia led funding for Maven, a virtual women's health clinic.

Other innovators in fertility tech include Meet You, a Chinese fertility tracker app that doubles as a social network; Ava, a wearable device that tracks fertility through physiological metrics like body temperature and breathing rate; and Quanovate, a device that gives real-time feedback on a woman's fertility based on urine samples.

  • "There's potential for this area to really grow," says Ja Lee, an analyst at CB Insights. "You have half the population that wants this, but there are not consumer-friendly solutions that are easy to understand."

Between the lines: Many younger women are using these new apps not to pursue pregnancies, but to avoid them, Lee says. "Even if they may not want to have kids ... it gives women info about their general health."

Go deeper: The next generation of fertility treatments

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Trump's Tucker mind-meld

Photo illustration: Sarah Grillo/Axios. Photo: Roy Rochlin/Getty Images and BRENDAN SMIALOWSKI/AFP via Getty Images

If you want to understand the rhetorical roots of Trump's Independence Day speech at Mount Rushmore, go back and watch Tucker Carlson's monologues for the past six weeks.

Between the lines: Trump — or rather his speechwriter Stephen Miller — framed the president's opposition to the Black Lives Matter protest movement using the same imagery Carlson has been laying out night after night on Fox.

Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 6 p.m. ET: 11,366,145 — Total deaths: 532,644 — Total recoveries — 6,154,138Map.
  2. U.S.: Total confirmed cases as of 6 p.m. ET: 2,874,396 — Total deaths: 129,870 — Total recoveries: 906,763 — Total tested: 35,512,916Map.
  3. States: Photos of America's pandemic July 4 ICU beds in Arizona hot spot near capacity — Houston mayor warns about hospitals
  4. Public health: U.S. coronavirus infections hit record highs for 3 straight days.
  5. Politics: Former Trump official Tom Bossert says face masks “are not enough”
  6. World: Mexican leaders call for tighter border control as infections rise in U.S.
  7. Sports: Sports return stalked by coronavirus
  8. 1 📽 thing: Drive-in movie theaters are making a comeback.

Bolton's hidden aftershocks

Photo illustration: Sarah Grillo/Axios. Photo: Justin Sullivan/Getty Images

The news media has largely moved on, but foreign government officials remain fixated on John Bolton's memoir, "The Room Where It Happened."

Why it matters: Bolton's detailed inside-the-Oval revelations have raised the blood pressure of allies who were already stressed about President Trump's unreliability.