What’s in a Name: Why conscience and conception inspired Proconceptious’ brand

Unplanned pregnancies are still a big problem, even in places where birth control is easy to get.

The issue isn’t just about having access; it’s also about not having clear information and support to help people make smart choices.

Founded by Elise Prinsen, Proconceptious is developing an AI-powered, multilingual platform that combines screening, education, clinical support, and research to improve both contraception and preconception care.

For this edition of “What’s in a Name,” Elise Prinsen shares the story behind her company’s name and the values it represents.

Naming with conscience and courage

For Elise, the name of the startup “Proconceptious” carries more than just branding weight — it signifies a lifelong mission.

“At my core, I’ve always been driven by a fight against inequality, be it for human rights, women’s rights, and for a healthier, more equal future,” the founder explains. “I believe every pregnancy should be a conscious one, and that every child deserves an equal chance at life.”

After being adopted, Elise stated that she became “acutely aware of how reproductive choices or the absence of them ripple through lives and shape generations.”

This experience grounds her mission and fuels her drive to create solutions that make reproductive care more inclusive, accessible, and future-oriented.

And that’s where the name Proconceptious comes in.

“We are pro conception — but in an informed, healthy, and conscIOUS way. It reflects our commitment to innovate in reproductive care because contraception, preconception, and the health of future generations are inseparably linked. For me, the name is both a statement and a promise: that we’ll keep working, with conscience and courage, to reimagine reproductive health for a more equal world.”

Practicality mattered, but..!

“The process was long and full of rethinking — testing whether the name still felt right for me personally and for the mission we stand for,” says Elise.

The practicality mattered more, admits Elise, including the domain name availability.

“You need something practical to build your presence online, but it wasn’t the main driver. The meaning and mission came first, and then I made sure the name could work across the website and socials,” she explains.

Room to grow

Elise believes that the name “Preconception” has plenty of room to grow with the company.

“While our first focus is contraception and preconception care, the name has a broader, forward-looking feel that can carry into other areas of women’s health in the future,” she adds.

Does a name matter in the startup’s success?

“I don’t believe a name makes a startup successful, the team does,” explains Elise. “If everyone on the team truly believes in the mission and works with that conviction every day, that’s where the real strength lies.”

A name can act as an anchor, narrate their story, and indicate what they believe in, but it is the people who bring it to life, believes Elise.

“For me, success comes from having a team that shares the same vision: building something bigger than ourselves, something that creates equal opportunities for healthier generations. When that alignment is there, the name becomes more than just a word — it becomes a shared commitment,” she concludes.