Profitability of beef cattle producers can be directly tied to the productive lifespan of a cow. Management decisions influencing heifer nutrition and reproduction play a key role in establishing heifer fertility and longevity. Altering feeding strategies to utilize compensatory growth has been reported to have a positive influence on fertility during the first breeding season; however, there are discrepancies in the literature as to the impact this strategy may have on the proportion of heifers attaining puberty prior to entering their first breeding season. Ultimately, this may affect lifetime productivity as heifers born early in the calving season produce more kilograms of weaned calf over their first 6 calves, as well as, remain in the herd longer than those animals born later in the calving season. Thus, incorporation of reproductive technologies to identify fertile animals or aid in improving conception earlier in the breeding season may improve heifer reproductive performance and longevity. Reproductive tract scores have been utilized to identify animals which are more reproductively mature, increasing the likelihood of successful artificial insemination. Antral follicle counts (AFC), which predict the number of follicles in the ovarian reserve, have not only been reported to have a moderate to high heritability, but have also been used to identify animals with greater reproductive potential. Beef heifers classified as high AFC have greater pregnancy rates and longevity than low AFC heifers. Additionally, maternal diet may play a role in influencing reproductive success and ultimately cow longevity. Improving maternal plane of nutrition has been reported to increase female offspring pregnancy rates. Overall, recent research has provided producers with a variety of methods to optimize animal performance while enhancing reproductive success and longevity to ensure profitability.