Fertility
Danish women’s health start-up wawa fertility launches in the UK
wawa aims to support fertility patients and close the data gap in women’s health

The Danish start-up wawa fertility has expanded into the UK to support women undergoing treatment.
Infertility is the most widespread chronic disease for people of reproductive age. In 2019, more than 50,000 women went through fertility treatment in the UK, according to the HFEA.
wawa fertility, a women’s health start-up founded in Denmark in late 2020, aims to change this by empowering women to take control over their treatment and build the biggest database for fertility treatments.
“The fertility industry is operating on a broken model, where the chance of success is low, the costs are too high for both patients and society, and patients suffer from mental health difficulties,” says Cecilie Hvidberg Jakobsen, CEO and founder of wawa.
“The fundamental issue is the lack of structured data and research into women’s health.
“This data gap has real implications for patients. For example, diagnosis of endometriosis, experienced by 30-40 per cent of infertile women, can take up to eight years.”
To solve this problem, wawa has created an app-based fertility assistant that supports women undergoing treatment, from pre-treatment to pregnancy.
Through the app, patients can record their treatment, connect with like-minded women, get knowledge and answers to questions from experts and be in control of their fertility journey.
“We know this helps,” the founder explains.
“Nine out of ten users say they feel more in control of their treatment and 70 per cent of them say they feel less stressed and alone.”
wawa has taken an active role in the industry, successfully campaigning for a change in fertility legislation, which the Danish parliament passed in 2021.
The company’s aim, Cecilie says, is to create a movement powered by women to change how women undergoing fertility treatment are treated.
The start-up has recently closed an investment round from the London-based investor MMC Ventures – part of the round is allocated to private investors and explicitly marketed to users and women in fertility treatment.
The funding will be used to accelerate growth and build a tool for fertility clinics to reduce the administrative burden of clinicians and improve treatment efficacy.
“We have been lucky to find some forward-thinking investors that believe in us and in the importance of changing the fertility treatment model, but it has been complicated to fundraise for a product focused on women’s health,” says Cecilie.
“Some investors needed education and guidance on the nuances of this industry, but that only underlines the importance of the work we are doing.”
MMC Ventures’ Feike Du says: “Furthering the everyday life of all women is a responsibility we all share.
“We are proud that the users of wawa take an active role in compiling data that has been lacking for decades, and we have a talented and dedicated team in place to deliver on the mission to close the data gap.”
Fertility
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Fertility
Femtech World reveals fertility innovation award shortlist

Femtech World is thrilled to reveal the shortlist for the Fertility Innovation Award.
The award, sponsored by FinDBest IVF, celebrates a pioneering product, service or initiative that is transforming fertility care and support.
FinDBest IVF is a global B2B digital platform created to simplify and accelerate how IVF and ART manufacturers connect with trusted, pre-vetted distributors around the world.
This year’s nominees represent a remarkable breadth of approaches to fertility care: from clinic-floor breakthroughs to at-home hormone intelligence to truly borderless access.
Three companies made the cut, with each tackling a real, persistent barrier in reproductive health.
Congratulations to the shortlist and many thanks to everyone who entered.
Fertility Innovation Award Shortlist

HRC Fertility’s Needle-Free IVF is a pioneering advancement designed to transform one of the most challenging aspects of fertility treatment: daily hormone injections.
Developed by board-certified reproductive endocrinologist Dr Rachel Mandelbaum, this innovative approach reimagines how stimulation medications are delivered during IVF and egg freezing, dramatically improving the patient experience while maintaining the same trusted clinical outcomes.
Inspired by feedback from patients who struggled with the injection process, Dr Mandelbaum adapted an innovative drug-delivery system commonly used in other areas of medicine and applied it to reproductive care

Mira is a hormonal health technology company that provides lab-grade hormone testing and AI-driven insights to help women and couples understand their fertility.
The platform has already supported more than 200,000 couples on their fertility journeys worldwide, helping over 60,000+ users achieve pregnancy.
For some users, pregnancy rates have reached up to 89 per cent within six months, demonstrating how accurate hormone data can significantly improve fertility outcomes.

Founded in 2021 by Marija Skujina, a Certified Fertility Nurse Specialist accredited by the European Society of Human Reproduction and Embryology, with nearly 15 years of clinical experience at one of the world’s top IVF clinics, and having navigated her own fertility journey as a patient, Marija built the clinic she had always wished existed.
Plan Your Baby began with a bold, but simple mission – make best quality fertility and pregnancy available anywhere.
Plan Your Baby has created a new generation fertility and pregnancy clinic with patients accessing expert consultations remotely, while blood tests and ultrasound scans are available at over 450 locations across the UK, eliminating the exhausting travel burden that often forces people to take days off work, relocate appointments, or abandon treatment altogether
What happens now
The shortlist will be judged by a representative from category sponsor FindBestIVF, with the winner announced at a virtual event on June 19.
Winners will receive a trophy and be interviewed by a Femtech World journalist.
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