How are surrogacy agencies being discovered today—and what is Simbe building next?

In this episode of The Future of Surrogacy, Erin Quick is joined by Simbe co-founders Billie Simmons (CEO) and Shraddha Jain (CTO) to discuss major changes affecting surrogacy agencies—from ad platform crackdowns and CAPI tracking to AI-driven discovery and AEO websites—and what Simbe is building next.Advertising platforms are tightening policies and flagging surrogacy-related campaigns more aggressively. Tracking gaps are affecting ad performance. And discovery is increasingly happening through AI systems and large language models, not just traditional search. That means agency websites now need to do two things well: • emotionally convert intended parents and surrogate candidates • structurally communicate clear answers that AI systems can interpret and surfaceWe break down what agencies should understand about CAPI (Conversion API), AEO (Answer Engine Optimization), and AI-driven discovery, and how these changes affect surrogate recruitment and intended parent inquiries.We also share a surprising engagement insight: when surrogate candidates are given the choice to communicate with Riley via text or web chat, continuation and conversion rates increase significantly compared to forcing a single communication channel.Finally, we walk through the next major capabilities being developed within the Simbe platform.Medical Records Integrations Connecting with multiple surrogacy medical record providers to reduce delays, improve visibility, and simplify how agencies track medical clearance.One-Off Recruiting Campaigns Targeted campaigns that allow agencies to run state-specific, seasonal or special surrogate recruitment pushes.Human Override in Riley Case managers can pause Riley, step in, and then restart Riley.Structured Intended Parent (IP) FlowsUse Riley to answer IP questions, and onboard them – including document signature workflows.Key Topics in This EpisodeWhy surrogacy agencies are seeing increased ad platform scrutinyWhat CAPI (Conversion API) is and why it matters for surrogate recruitment adsWhy agency websites must now work for both humans and AI searchHow AEO (Answer Engine Optimization) affects how intended parents find agenciesWhat we’re learning about surrogate engagement and communication choiceThe next phase of the Simbe platform for surrogacy agencies