Kathryn Cross, Founder and CEO of Anja Health, joined Evidence-Based Registry for a conversation about the transformative potential of cord blood banking and stem cell therapy. Kathryn shared the personal story that inspired her work, explained the science behind cord blood banking, and discussed the challenges and opportunities in making these treatments more accessible.

The following is a transcript of our conversation, lightly edited for clarity and brevity.

Evidence-Based Registry (EBR): Kathryn, thank you for joining us. Let’s start with your story. What led you to create Anja Health?

Kathryn Cross: My younger brother, Andrew, had cerebral palsy from a near-drowning accident, which caused severe brain damage. Stem cells from his umbilical cord could have been a promising treatment to improve his motor and social skills through regeneration. Unfortunately, we hadn’t banked his or my stem cells, and finding a donor was incredibly difficult—especially for someone who was mixed-race like him. After Andrew passed away, I wanted to build something that could have helped him. That’s why I founded Anja Health. Our mission is to ensure parents feel informed and confident about their choices when it comes to cord blood banking, and to make stem cell treatments accessible for various diseases.

For readers unfamiliar with stem cells, how would you explain them in simple terms?

We help pregnant parents freeze stem cells from their umbilical cords and placentas for future disease treatment. Think of it like freezing eggs or sperm: we process the stem cells in a lab and cryopreserve them at around -190°C. Stem cells have incredible regenerative properties, offering potential treatment for conditions like cerebral palsy, blood cancers, and more. With over a thousand clinical trials exploring their applications, they’re a powerful tool to have in your family’s medical toolkit.

Building a healthcare company isn’t easy, especially in a tech world dominated by SaaS startups. How did you navigate that?

I was surprised at how investors resonated with the mission. Many even said, “Finally, not another B2B SaaS company!” I think the personal connection to the mission stood out. In many startups, founders aren’t necessarily solving a deeply personal problem, but for me, this work is directly tied to my brother’s story. That authenticity seemed to resonate with people.

Let’s talk about your first customers. How did you convince parents to trust Anja Health with such an important decision?

Social media was key. Before founding Anja, I ran a consultancy helping startups go to market, so I knew how important it was to meet customers where they are. We started posting consistent, low-fidelity content to learn and iterate. It resonated with parents because we were transparent and approachable. Our first customers often had a medical background or personal experience with conditions that could benefit from stem cell treatments.

What are some of the conditions stem cells can treat today?

The FDA has approved cord blood stem cells for around 85 diseases, mostly rare blood cancers and neurological disorders. There are also over a thousand clinical trials exploring other applications, from cardiovascular diseases to autism. Cerebral palsy, for example, shows promise in clinical trials, and conditions like multiple sclerosis and type 1 diabetes are being actively researched. It’s an evolving field, but the potential is vast.

How does delayed cord clamping fit into this? Can parents do both?

Absolutely, they can do both. Delayed cord clamping involves waiting to cut the cord, allowing extra blood to flow to the baby. The American College of Obstetricians and Gynecologists (ACOG) recommends delaying for about a minute, and studies show that delaying beyond two minutes doesn’t provide additional benefits. We generally recommend delaying for up to two minutes or less, which aligns with OB-GYN guidelines and allows parents to still bank the cord blood.

Some critics argue that cord blood banking is unnecessary because public banks exist. How do you address that?

Having your own stem cells offers better survival rates because they eliminate the risk of host-versus-graft disease, where the body rejects the transplant. Public banks are a valuable resource, but finding a matching donor can be expensive and challenging—especially for people of color or mixed-race backgrounds. Having your own stem cells is like an insurance policy: you hope you won’t need them, but if you do, they’re there and ready to use.

Affordability is a major concern for many parents. How does Anja Health make this accessible?

We offer payment plans ranging from $49 to $99 per month over eight years, making us 30% more affordable than the industry average. Historically, cord blood banking required parents to pay over $1,000 upfront, but our approach is more like buy-now, pay-later, which helps parents budget more effectively.

Is there potential for insurance or employer coverage in the future?

We’re exploring it, but the challenge is that insurance companies aren’t always incentivized to cover preventative care, like egg or sperm freezing. It’s something we’re keeping on our roadmap, and we’re constantly following up with insurers to make it more accessible.

What advice would you give to parents considering cord blood banking?

Talk to your OB-GYN or midwife about it and research your options. It’s an investment in the future of medicine and your family’s health. Even if you don’t need it now, you might be grateful to have it down the line.

Thank you, Kathryn. This has been incredibly insightful.

Thank you for having me.