Entrepreneur
New IVF app soon to be launched in the UK
Aura Fertility, an app that focuses on IVF support, will soon expand in the UK.
The app will help fertility clinics provide home personal care for IVF cycles with the aim of improving clinics outcome and patients’ experience.
The app will also support patients, guiding them through every stage of their journey.
Aura Fertility App will provide women in the UK with personalised care, 24/7 support with access to therapists, nurses and nutritionists, and with optimised fertility outcomes.
To allow users to get the right support, they will firstly have to answer a questionnaire that will allow personalised content and digital tools that will specifically help them.
The app will also have a “mood lock” which will regularly check in on the users and that will provide them with the most suitable advices and tools. “If a woman is struggling in a certain area, we can flag it and serve her with coping tools and strategies to help her at that stage,” said Karen Hanson, co-founder of Aura Fertility.
In terms of mental health, Karen explained that once someone if flagged as someone who’s severely struggling, the app will contact their IVF clinic to make sure they receive the right support.
Users will also be able to see how many counselling sessions they have available via their clinic, and in case they don’t have any, Aura Fertility will show them the closest registered practitioners.
IVF can be a very stressful treatment as only 32 per cent of women under the age of 35 who undergo the procedure, have successful results.
Karen said: “Whilst I was going through IVF treatment I was never assigned to any counselling or any external support. It was only after three cycles that I realised that the clinic I was attending did actually offer counselling sessions as part of my IVF cycle. I was never made aware of it.
“It can feel very lonely when you’re going through IVF cycles. At different points of the journey it can be very traumatic and stressful.”
IVF in a laboratory.
IVF is one of the several techniques available to help people with fertility problems have a baby.
During IVF, an egg is removed from the woman’s ovaries and fertilised with sperm in a laboratory. The fertilised egg, called embryo, is then returned to the woman’s womb to grow and develop.
The decision about who can have NHS-funded IVF in the UK is made by local integrated care boards. Their criteria include women under the age of 43 who have been trying to get pregnant through regular unprotected sex for two years or, women who have had 12 cycles of artificial insemination.
In terms of the future of fertility technologies, Karen said: “There are so many platforms coming forward and I think it’s an exciting time for women. Not just fertility, but there is growing awareness around menopause and sexual health.
“Hopefully with our app we can help transform the IVF experience through tech. For us it’s all about making support more accessible for people, allowing them to have an app in their pocket they can use 24/7.
“There are some times when IVF can get very hard, and that’s when you can come to the app, check in, and find support.”
The women’s digital health market is set to reach US$5.28bn in 2026, up from US$4.36bn in 2025, according to a new report.
That would represent annual growth of 20.9 per cent, driven by factors including greater smartphone use among women, wider uptake of telehealth and a stronger focus on preventive care.
The report said the market could reach US$11.47bn by 2030, with projected annual growth of 21.4 per cent over the forecast period.
It also pointed to rising awareness of gender-specific health needs, expansion among digital health start-ups, growing demand for personalised healthcare, investment in femtech innovation and the spread of AI-enabled diagnostics.
Wearables linked to health apps and wider use of remote monitoring tools are also expected to play a larger role, as companies focus on more preventive and joined-up care.
Smartphone use was highlighted as a major driver because mobile apps are increasingly being used for women’s health services, from menstrual cycle tracking to pregnancy support.
The report cited Eurostat data showing that in 2023, 89 per cent of EU residents aged 16 to 74 in urban areas accessed the internet via smartphones.
The report also said companies in the sector are developing new technology aimed at improving access to more personalised healthcare.
One example it gave was a 2024 collaboration between Algorand and the Self-Employed Women’s Association to launch a digital health passport for women in India’s informal economy using blockchain technology.
Recent mergers and acquisitions were also noted. In March 2023, Maven Clinic acquired Naytal to expand its services in the UK and Europe.
North America was identified as the largest market in 2025, while Asia-Pacific is expected to be the fastest-growing region.
Companies named as key players included Flo Health Inc, Natural Cycles, Elvie, Bellabeat, Clue by Biowink, MobileODT Ltd., Glow, Veera Health, Biowink GmbH, Ava AG, Hims & Hers Health, Inc., The Women’s Wellness Centre, Elara Health, myGynaeDoc, Maven Clinic, Kindbody, Allara Health, Tia and Hera Med Ltd.
Fertility
Future Fertility raises Series A financing to scale AI tools redefining fertility care worldwide
Future Fertility Inc. has announced the closing of a US$4.1 million Series A financing round.
The round was led by M Ventures (the corporate venture capital arm of Merck KGaA, Darmstadt, Germany) and Whitecap Venture Partners, with participation from new investors Sandpiper Ventures, Gaingels, and Jolt VC.
The financing will accelerate Future Fertility’s commercial expansion into Asia-Pacific and support its entry into the United States, including planned FDA 510(k) clearance for additional products as part of a broader U.S. market entry strategy.
Proceeds will also advance the development of a broader AI platform, from egg assessment through to embryo transfer, designed to support clinicians, embryologists, and patients across the full IVF journey.
M Ventures and Whitecap have supported Future Fertility’s mission to translate AI innovation into meaningful clinical outcomes since the company’s earliest stages.
Oliver Hardick, investment director, M Ventures, said: “Future Fertility is addressing a critical unmet need in reproductive medicine with a differentiated AI platform grounded in clinical data and real-world workflow integration.
“We are excited to continue supporting the company and team because we believe its technology has the potential to improve decision-making for clinicians, bring greater clarity to patients, and help advance a more personalised standard of care in fertility treatment.”
Future Fertility’s AI platform addresses a long-standing gap in fertility care: historically, there has been no objective, clinically validated method for assessing egg quality (Gardner et al., 2025), despite it being one of the most important drivers of reproductive success.
The company’s suite of deep learning tools includes VIOLET™, MAGENTA™, and ROSE™, purpose-built for egg freezing, IVF, and egg donation respectively.
The tools are based on AI models trained and validated on more than 650,000 oocyte images and are deployed in over 300 clinics across 35 countries.
Rhiannon Davies, founding and managing partner, Sandpiper Ventures, said: “The best outcomes in fertility care globally come from better data and smarter tools. Future Fertility understands that, and they’ve built a platform that delivers on it.
“Sandpiper is proud to back a team turning rigorous science into real results for patients and clinicians alike.”
Partnerships with the world’s leading fertility networks – including IVI RMA and Eugin Group across Latin America and Europe, FertGroup Medicina Reproductiva in Brazil, and most recently announced Kato Ladies Clinic in Japan – reflect growing demand for objective, AI-powered oocyte assessment in fertility care. In the United States, ROSE™ is newly available under an FDA 513(g) determination.
Research shows that approximately 50 per cent of IVF patients do not understand their likelihood of success, and many discontinue treatment prematurely, even though cumulative success rates improve significantly with multiple cycles (McMahon et al., 2024).
By delivering earlier clarity on egg quality, Future Fertility’s tools support more informed conversations between clinicians and patients, helping set realistic expectations and guide decisions about next steps.
Future Fertility’s growing evidence base spans seven peer-reviewed publications in Human Reproduction, Reproductive BioMedicine Online, Fertility & Sterility, and Nature’s Scientific Reports, and more than 70 scientific abstracts accepted and presented with partner clinics at conferences worldwide.
Christine Prada, CEO, Future Fertility, said: “Fertility treatment is one of the most emotionally and physically demanding experiences a person can go through.
“Every patient deserves objective data, not just a best guess, to support better decisions at critical moments in their care.
“This funding means we can bring that clarity to more patients, in more countries, at a moment when it matters most.”
Find out more about Future Fertility at futurefertility.com
Entrepreneur
Women’s HealthX confirms exceptional speaker line-up to advance fertility and reproductive care
By Women’s HealthX
Women’s HealthX has confirmed an outstanding cohort of fertility and reproductive care leaders for its upcoming event, bringing together the senior clinicians, medical directors, and innovators shaping evidence-based practice across hospitals and healthcare systems globally.
Timed to coincide with Infertility Awareness Week, this announcement underscores the event’s commitment to accelerating the adoption of evidence-based innovations in fertility and reproductive medicine.
Find out more about Women’s HealthX
Headline Speaker
Fireside Chat: The Invisible Disease: What Endometriosis Reveals About the Future of Women’s Health
Padma Lakshmi, Co-Founder, Endometriosis Foundation of America
Confirmed Speakers from World-Leading Institutions and confirmed sessions
Training the Next Generation of Fertility HCPs
Alan Penzias, Director, Fellowship Program in Reproductive Endocrinology & Infertility, Beth Israel Deaconess Medical Center
Shaping the Future of Fertility Care
Lynn Mason, Chief Executive Officer — North America, IVIRMA Global
Ovarian Aging and Reproductive Potential: What Truly Matters
Mark Trolice, Founder & Medical Director, The IVF Center
The Patient Journey Through Fertility Care: Improving Experience & Outcomes
Adam Balen, Chief Medical Officer / Professor of Reproductive Medicine, Leeds Teaching Hospitals NHS Trust
Designing Women’s Health Around The Whole Woman: A Life-Course Model for Sustainable Outcomes
Malissa Wood, Chief Medical Officer, Women as One
Prolong Fertility Preservation by Highlighting Ovarian Insufficiency Through Genetic Variant Data Analysis
Julie Rios, Division Director, Reproductive Endocrinology & Infertility, UPMC
What Attendees Will Take Away
How to improve the fertility patient journey and outcomes
- Ways to detect ovarian aging earlier using genetic insights
- Strategies to deliver care across the full female life course
- Approaches to training the next generation of fertility specialists
Women’s HealthX spans seven dedicated stages covering the full lifecycle of women’s health — from fertility and sexual health to maternity and menopause — providing attendees with actionable insights from frontline leaders across hospitals and healthcare systems.
With Chief Medical Officers and senior clinical leaders in attendance, the programme moves beyond discussion into delivery, giving attendees direct access to the latest clinical evidence, emerging digital tools, and real-world outcomes data to support integrated, high-quality care.
REGISTER NOW FOR A CHANCE TO WIN A FREE THERAPEUTIC MASSAGE
Complimentary passes are available for qualified healthcare professionals.
Attendees who register by 15 May will gain full access to all seven stages and a chance to receive a complimentary therapeutic massage at Encore Boston.
Register your complimentary place
For speaking opportunities, partnership enquiries, or further information, please contact the team directly at info@alpahevents.com
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