Fertility
Fairtility expands European market penetration, as clinics embrace breakthrough AI technology in IVF
One year following CE MDR clearance, Fairtility has emerged as the AI decision support platform of choice in European fertility practice
Fairtility, the transparent AI innovator powering IVF for improved outcomes, has announced it is expanding its geographic footprint across Europe.
One year since receiving CE MDR clearance for CHLOE EQ™, Fairtility has established a strong presence in countries, including the United Kingdom, Spain, Turkey, Greece, and Norway, in its mission to transform the IVF landscape.
“Clinics across Europe have embraced CHLOE EQ™, and they are seeing the disruptive capabilities of the platform, both in terms of embryo selection and providing patients the most advanced and transparent IVF experience available,” said Eran Eshed, CEO and Co-founder of Fairtility.
“These clinics are charting the path forward as AI progresses to become part of the standard of care across the IVF journey.”
With one in six people experiencing infertility in their reproductive years, the IVF market is growing. Fertility care providers must expand capacity by seeking opportunities to create workflow efficiencies both within and beyond the embryology lab.
CHLOE EQ™ represents a breakthrough in the IVF field, enabling clinics to reduce time spent on manual embryo annotation by an average of 33 per cent per cycle. This has resulted in a 30-50 per cent increase in IVF cycle capacity in clinics.

“Implementing AI technologies entering the IVF space challenges traditional norms and drives innovation forward for the entire industry,” said Suzanne Cawood, director of embryology, CRGH UK.
“AI tools like CHLOE EQ™ are necessary for improving the efficiency of IVF processes and increasing transparency. They are also the answer to IVF professional shortages and embryologist burnout resulting from the volume of administration associated with a single IVF cycle.
“Fairtility’s AI makes IVF more efficient and accessible to the growing population of people seeking fertility treatment.”
To thrive in the digital age, clinics must embrace a fully digital IVF journey that is streamlined and transparent for all stakeholders. Fairtility understands this imperative and is supporting clinics in achieving digital transformation for the IVF journey.
CHLOE EQ™ integrates with leading IVF EMR providers, enabling data to flow freely from lab-to-fertility specialist-to-patient, paving the path for more open communication on treatment plans and progress.
Shabana Sayed, senior embryologist and IVF lab manager at Klinikk Hausken, part of Medicover, said: “We selected CHLOE EQ because of its ability to provide quantifiable biological data on embryo development, quality and viability. This transparency and interpretability set it apart from other AI-based decision support tools available.
“Our embryologists see this system as a companion that helps augment and standardise decision making. It speaks to them in a language they understand –human biology.”
CHLOE EQ™ is the only commercial AI decision support platform able to quantify biomarkers throughout embryo development, automatically analysing established morphological and morphokinetic features, which are traditionally captured in a time-consuming and subjective manner.
Through translation of computational information to biologically relevant interpretation made ready for clinical decision making, CHLOE is the first and only transparent AI system able to automate analysis of the full spectrum of biological events related to embryo development.
“Together with our visionary partner clinics, we are reshaping the fertility landscape, addressing the urgent need for improved outcomes, and providing patients with the transparency and control they desire,” said Eshed.
Fairtility has implemented its transparent AI tool in 10 clinics, including:
- IVF London, UK
- Harley Street Fertility Clinic, UK
- The Centre for Reproductive and Genetic Health (CRGH), UK, part of Future Life
- MEMORIAL IVF, Turkey
- Next Fertility Murcia at Tahe Medical Center, part of Next Clinics, Spain
- Tambre Fertility Clinic Madrid, Spain
- The Institute of Life – IASO, the leading Assisted Reproduction (IVF) Unit, Greece
- CRA Barcelona, Spain
- Klinikk Hausken, part of Medicover, Norway
- Instituto Bernabeu, Spain

Insight
IVFmicro raises £3.5m to boost IVF success
IVFmicro has raised £3.5m to advance its microfluidic device designed to improve IVF success rates in routine clinic use.
The Leeds-based spinout from the University of Leeds, founded in 2024, aims to increase the quality and number of embryos in an IVF cycle.
IVF, or in vitro fertilisation, combines eggs and sperm in a lab before transferring embryos to the womb. A microfluidic device is a chip with tiny channels that move very small volumes of fluid.
The company says its device could raise the number of viable embryos available for transfer and the likelihood that an embryo will implant.
Currently, IVF leads to a successful pregnancy in about 30 per cent of cases for women under 35. A single cycle typically costs around £5,000 in the UK.
“My career has focused on understanding the reproductive biology of eggs and embryos, how they develop and, crucially, why things sometimes go wrong,” said IVFmicro co-founder and scientific director Helen Picton.
“At IVFmicro, we are harnessing years of research into reproductive biology to create a practical, accessible solution that can improve outcomes for patients undergoing fertility treatment. Our goal is to make IVF more effective, more predictable, and ultimately more hopeful for those striving to start a family.”
The investment was led by Northern Gritstone, with support from Innovate UK’s Investment Partnership Programme.
“IVFMicro is a brilliant example of the world-class innovation emerging from the Northern Arc’s universities, combining scientific excellence with a clear commercial vision to tackle the societal challenge of infertility,” said Northern Gritstone chief executive Duncan Johnson.
“Millions worldwide require fertility treatment, but new solutions are needed to overcome the high costs involved and low success rates. We are especially proud that IVFMicro’s journey has been supported through our NG Studios programme and our Innovation Services, which exist to help founders like Virginia and Helen turn pioneering research into real-world impact.”
Features
University of Leeds IVF spinout raises £3.5m
University of Leeds IVF spinout IVFmicro has raised £3.5m in pre-seed funding.
The investment is led by Northern Gritstone, with support from Innovate UK Investor Partnerships Programme, and will be used by IVFmicro for its next verification and validation phase, leading to trials on human embryos in fertility clinics.
Helen Picton is scientific director and co-founder of IVFmicro.
She said: “My career has focused on understanding the reproductive biology of eggs and embryos, how they develop and, crucially, why things sometimes go wrong.
“At IVFmicro, we are harnessing years of research into reproductive biology to create a practical, accessible solution that can improve outcomes for patients undergoing fertility treatment.
“Our goal is to make IVF more effective, more predictable, and ultimately more hopeful for those striving to start a family.”
Globally, 1 in 6 couples will face fertility issues, yet IVF success rates are suboptimal, with only 25-30 per cent succeeding in women under 35 years of age.
This is due in part to limitations of the embryo culture process, which typically involves repetitive handling, subjective selection of the best embryo, and the expense of highly skilled operators.
IVF is an expensive process, costing on average £5,000 for a patient in the UK for one cycle, accompanied by long NHS waiting lists that have selective criteria.
IVFmicro provides the first microfluidic device (a device for safely managing embryo culture and handling with very small amounts of nutrient-rich fluid) that can be used in any IVF treatment cycle.
This precision-engineered solution improves both the number of viable embryos available for transfer and the likelihood that an embryo will implant and result in a pregnancy.
IVFmicro provides a 10-15 per cent improvement in embryo quality and quantity, a significant leap that increases the potential to fall pregnant.
IVFmicro was founded in 2018 by Virginia Pensabene, Ph.D, and Helen Picton, Bsc, Ph.D., both professors at the University of Leeds.
Pensabene has published scientific advancements in microfluidics and brings her technical and scientific expertise to the product design.
Picton is a non-clinical expert in female reproductive biology and embryology, and has generated over £8m in research grant income.
IVFmicro recently took part in the NG Studios life sciences programme, which supports pre-seed life science businesses, and is delivered by accelerator KQ Labs, the Francis Crick Institute, and Northern Gritstone.
Virginia Pensabene, CEO and co-founder, IVFmicro, said: “As a biomedical engineer, I began exploring the potential of this technology in 2017, when Helen and I first met at the University of Leeds.
“From the start, our goal was to translate our research into a real solution for patients.
“Thanks to the combination of grant funding and Northern Gritstone’s support — both through investment and its innovation programmes — we have been able to grow our team in Leeds and take a major step toward bringing this precision-engineered IVF solution to market.”
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