New York City-based digital health company Progyny, which offers a number of fertility services including concierge services for in-vitro fertilization, egg freezing, adoption and fertility benefits, has rebranded its direct-to-consumer products under the parent company. Additionally, Progyny will also launch a new website and offer extra features for people navigating fertility services.

The company’s direct-to-consumer products include EggBanxx, an egg-freezing service, and IVFAdvantage, and they will be rebranded as Progyny Egg Freezing and Progyny IVF. Both products will continue to offer the same services, and will provide pricing and financing support as well assistance from patient care advocates.

“By bringing all of our products under one brand, we aim for Progyny to be a household name and the go-to source for all fertility solutions,” Progyny CEO Gina Bartasi said in a statement. “This rebrand is just the first step.”

Progyny’s benefits services launched in early 2016, and quickly added provider partners and started working with self-insured employers. In June, the company launched an all-encompassing app called Progyny Mobile for users to access all of the company’s services.

The new website intends to make navigating fertility benefits easier for the user, helping them to select a doctor and better understand their course of treatment. It will work more like the company’s app by allowing users to look up clinic success rates, patient ratings, pricing and the option to speak with patient care advocates for support. It will also feature Progyny’s clinical and proprietary software technology EEVA, the FDA-cleared embryo-viability-testing system, and the company plans to bring in additional software tools that aim to improve fertility success and offer more choices for patients.

“We are excited fro this new phase and look to roll out new features including the ability for members to easily access their benefit claims information, a fertility calculator and IVF predictor tool,” George Nassef, Progyny’s executive vice president of operations and chief technology officer, said in a statement.

The new features will be released by the end of this year and into 2017, the company said.