We caught up with the brilliant and insightful Traci Keen a few weeks ago and have shared our conversation below.

Traci , appreciate you joining us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

One of the biggest risks I’ve taken was stepping into the CEO role of a struggling startup in 2022, just months after joining the company. The organization faced daunting challenges—operational inefficiencies, legal hurdles, and leadership gaps. The situation was uncertain, and conventional wisdom might have said to walk away, being a CEO is both personally and professionally filled with risk. But I saw an opportunity to solve significant problems using my unique toolbox: a diverse blend of financial acumen, design thinking, and the resilience I’ve built over years of navigating complex situations.

I approached the chaos as an opportunity for transformation. I relied on creativity to reimagine processes, analytical thinking to stabilize operations, and emotional intelligence to rebuild trust with stakeholders. I focused on the long game, making tough but necessary decisions to steer the organization forward.

Taking this leap into the unknown was risky, but it was also an exercise in believing that when you bring the right mix of vision, experience, and courage to the table, you can build something extraordinary. The risk paid off: I led the company to a successful exit in 2024 and laid the groundwork for what Onto Health is becoming today—a mission-driven company creating meaningful change in specialty healthcare.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Traci Keen, the founder and CEO of Onto Health and the former CEO of Mate Fertility. Onto Health is on a mission to democratize access to specialty healthcare, particularly in the fertility space, by building innovative models that address systemic gaps in access, affordability, and care delivery.

My background is anything but traditional—I studied Art & Design in college, started my career as a mutual fund accountant, and have spent years blending analytical precision with creative problem-solving. This balance of left- and right-brain thinking has shaped how I approach challenges and opportunities, especially in industries like healthcare that demand fresh, bold ideas.

Growing up in the South and overcoming personal and professional challenges taught me the power of resilience, adaptability, and vision. I’ve learned to take big swings, stay grounded in purpose, and build a better future by leaning into the unknown. I love to say that luck is really just the end result of a lot of hard work and pushing for something bigger, better, and unlike what we’ve seen before.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing clientele has been understanding and solving real, unmet needs. For Onto Health, that means listening deeply to both patients and providers to identify gaps and creating solutions that address those challenges directly. By focusing on outcomes and delivering consistent, tangible value, we’ve been able to build trust and strong relationships that drive growth.

Another key lesson has been the power of collaboration and partnerships. Partnering with aligned clinics, providers, and even investors has been instrumental in expanding our reach and credibility. Word-of-mouth is invaluable in healthcare—satisfied patients, clients, and partners become your greatest advocates.

Finally, I’ve found that storytelling and building a clear, impactful brand narrative is essential. People connect with the “why” behind what you’re doing, not just the services you offer. Sharing your mission, values, and vision helps you build authentic connections and grow your client base.

Let’s talk about resilience next – do you have a story you can share with us?

My journey has been shaped by resilience at every turn. A particularly meaningful moment came early in my leadership career when I found myself navigating a perfect storm of challenges—legal complexities, operational issues, and relationships that tested my patience and resolve. Instead of getting overwhelmed, I leaned into the skills I’d developed over years of facing and overcoming challenges. Every problem has a solution, even if that solution doesn’t feel particularly good at the time.

I learned to reframe setbacks as opportunities to innovate, approach obstacles with a clear and factual mindset, and keep moving forward—even when the path was uncertain. It wasn’t easy, but those experiences taught me to trust in my ability to adapt, problem-solve, and build something stronger on the other side of adversity.

Resilience, for me, is about showing up every day with clarity, courage, and commitment to the bigger picture. It’s about choosing action over stagnation, innovation over complacency, and believing in your ability to create something better, no matter the circumstances.

Contact Info:

• Instagram: https://www.instagram.com/trakeen/
• Linkedin: https://www.linkedin.com/in/traci-keen/