In the latest episode of Founders and Empanadas, Jessica Bell van der Wal, founder of Frame, shares her journey from healthcare executive to entrepreneur and family-building advocate. Over empanadas, Jessica reveals the deeply personal and professional moments that inspired her to create a company focused on making fertility and family planning more accessible and less stigmatized.

Jessica's path to founding Frame began with her own fertility journey, which she describes as a mix of confusion, shame, and perseverance. "I was blindsided by how hard it was," she says, recounting years of fertility treatments, high costs, and emotional hurdles. Despite being a healthcare insider, Jessica found herself overwhelmed by a system that failed to surface crucial information about risks and options. "We’re taught how to not have children but rarely how to have them," she notes.

These challenges fueled her determination to help others navigate the complexities of family building. With a newborn in tow and the world in the throes of COVID-19, Jessica and her husband—now her co-founder—bought a whiteboard and began mapping out solutions. "We talked to every physician and patient we could," she says. "That year of listening became the foundation of Frame."

Leadership Through Vulnerability

Jessica’s approach to leadership is deeply rooted in transparency and empathy, traits she credits to both her experiences as a parent and her commitment to creating a supportive work culture. "Being a parent tests your patience, resilience, and ability to prioritize like nothing else," she explains. These skills translate directly into her role as a CEO, where she balances her own work-life demands while fostering a company culture that supports her team’s family-building journeys.

Frame offers parental leave, time off for miscarriage recovery, and open conversations about fertility. "Most of our team has gone through some form of fertility challenge or experience," she shares. This openness extends to Slack channels and team policies, creating a space where everyone feels seen and supported.

Jessica believes that the personal and professional are inseparable, a philosophy she carries into hiring. "Personal experience is professional experience," she says. She recalls applicants downplaying their lived experiences—like undergoing IVF—despite the deep insights these experiences bring to the field. "Your passion and perspective are what matter most," she emphasizes.

Redefining Startup Culture

Jessica also challenges traditional narratives around startup hustle culture. As a 41-year-old mom, she rejects the notion that founders need to work 18-hour days in a basement to succeed. "Both paths can lead to amazing businesses," she says. "The startup world needs to embrace diverse approaches and celebrate all types of founders."

For Jessica, success comes down to ruthless prioritization and leaning on a strong support network. She highlights the value of co-founders, childcare options, and professional coaches in managing the dual demands of parenting and entrepreneurship. "You can’t do it all, and that’s okay," she admits.

Lessons for Aspiring Founders

When asked about advice for founders planning to start families, Jessica offers a key takeaway: "There’s never a perfect time. Stop waiting for the stars to align. Focus on what’s right for you, and be okay with the fact that things won’t go exactly as planned."

Jessica also stresses the importance of community. Whether it’s joining Slack groups for founders navigating fertility or connecting with peers a step ahead in the startup journey, she believes that shared experiences are invaluable. "Talking to someone who gets it makes the crazy feel normal," she says.

Jessica’s story is a testament to the power of vulnerability, balance, and prioritization in both family building and entrepreneurship. As she puts it, "Every mom I know is an entrepreneur—they’re just not calling themselves that yet."

With Frame, Jessica is not only reframing how we approach fertility but also redefining what it means to lead with empathy and authenticity.