Carea launches digital IVF support tool as UK fertility demand rises

Carea has introduced a digital support feature for people undergoing IVF, IUI and egg freezing, as clinics across the UK face rising demand and mounting concerns about fragmented care between appointments.

The London-based pregnancy and postnatal platform has added a “Trying to Conceive: IVF/IUI Mode” to its app, designed to support patients with the day-to-day realities of treatment that take place away from clinical settings.

This includes managing medication schedules, administering injections and keeping track of complex protocols at home.

Anastasia Shubareva-Epshtein, founder and chief executive of Carea, said the new feature was shaped partly by her own experience.

“It’s the tool I wish I’d had when I was going through IVF,” Shubareva-Epshtein said, describing the isolation and uncertainty that can accompany treatment.

More than 100,000 fertility treatment cycles were carried out in UK clinics last year, according to industry figures cited by Carea.

Specialists have warned that increasing volumes are contributing to a more transactional experience, with reduced continuity between consultations and limited opportunities for patients to raise questions outside scheduled appointments.

At the core of the new feature is a medication tracker, allowing users to input a personalised treatment plan, set reminders and log doses.

Step-by-step video guidance on medication preparation and self-injection is also included.

The mode offers IVF-focused educational content, such as expert-led articles and podcasts, alongside affirmations tailored to the emotional pressures of fertility treatment.

A visual progress indicator helps users see where they are in their cycle.

The feature was developed with input from women currently undergoing fertility treatment, including those managing multiple medications daily while balancing work and family life.

Although IVF is often portrayed as closely monitored, much of the practical workload falls to patients at home.

Daily injections, precise timing and last-minute protocol changes can add significant stress, particularly during the gaps between appointments.

The launch comes amid ongoing disparities in access to fertility services.

NHS-funded IVF accounts for around 27 per cent of treatments, according to public data referenced by Carea, and many local authorities fund only one cycle for eligible women under 40.

As a result, a substantial number of patients turn to private providers, where costs can run into several thousand pounds per cycle, excluding medication and additional procedures.

Dr Anil Gudi, founder of Fertility Plus and medical adviser at Carea, said many patients report a lack of continuity in care.

He said: “Unfortunately, IVF care in the UK is becoming increasingly impersonal.”