Entrepreneur
MPs call for regulation of online fertility sector

UK MPs have proposed regulating digital fertility services after Apricity’s collapse left patients in limbo at a critical point in their IVF treatment.
Conservative MP Caroline Dinenage introduced a ten-minute rule bill to extend the Human Fertilisation and Embryology Authority’s (HFEA) powers to include online providers and wellness clinics offering fertility-related services.
The move reflects concerns raised by the HFEA that fertility treatments are increasingly taking place outside licensed clinics, with 73 per cent of IVF cycles now privately funded and many providers operating beyond current regulatory oversight.
Dinenage told MPs: “For some time a range of activities marketed as fertility treatments have taken place outside of HFEA licensed clinics in a variety of settings, including ‘wellness’ clinics.
“More recently, the fertility market has started to move online, in settings which are outside of the regulated scheme.”
The urgency for reform was highlighted by the sudden closure of Apricity Fertility, a digital concierge service that connected patients to partner clinics and provided support but did not deliver medical treatment directly.
Dinenage said: “While families across the country were opening their Christmas presents, hundreds of Apricity customers, including women who were just about to start their IVF injections, were opening emails that would ruin their Christmas and leave them in limbo at a very crucial point in their fertility treatment.
“Patients scrambled to seek confirmation from clinics that they could continue with their treatment, because as we know, even a month’s delay can massively affect the chance of a successful cycle.
“In many cases, having already spent every single penny that they had in the world in the pursuit of having a baby, some were told by their insurers that they would have to pay thousands more up front to continue their treatment.”
The Human Fertilisation and Embryology Act 1990 has remained largely unchanged for 35 years. More than 52,000 people accessed fertility treatment in 2023, up from 6,000 in 1991.
One in six couples in Britain faces infertility, and the proportion of children born through IVF has doubled—leading to estimates that there is now one IVF-conceived child in every UK classroom.
In 2023, the HFEA recommended that the 1990 legislation “should be revised to accommodate developments in the way fertility services are provided.”
Dinenage called the existing framework “a classic case of regulation just not keeping pace with modern life” and said it was “criminal” that companies could disappear “along with people’s money and their hopes of starting a family.”
The ten-minute rule allows MPs to raise issues and introduce private members’ bills through short debates, with both proposing and opposing MPs given up to ten minutes to speak.
While such bills rarely pass unless uncontroversial, they can help highlight areas of concern.
The Human Fertilisation and Embryology (Regulation) bill received its first reading and is due for a second reading on Friday 12 September.
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Entrepreneur
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
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