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Why we need to prioritise early fertility support

Early intervention and emotional support matter, say Lucy Buckley and Kobi McCardle

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Lucy Buckley (left) and Kobi McCardle (right), co-founders of Dr Fertility

Fertility treatment can be an emotional rollercoaster. We sat down with Lucy Buckley and Kobi McCardle, co-founders of the online platform Dr Fertility, to find out why we need to do more for those unable to conceive. 

Depending on the area where you live in, getting fertility treatment following a GP referral can take any time between 21 weeks and two years. Despite such discrepancies, six out of every 10 IVF cycles are still funded privately.

“A lot of the time, these couples feel in limbo,” says Lucy Buckley, clinical pharmacist and co-founder of Dr Fertility, an online platform for personalised fertility support, tests and prescriptions.

“With so much misinformation, it’s easy to self-diagnose and jump to conclusions,” Buckley insists. “So, with our platform we wanted to show the importance of seeking support from the very beginning instead of waiting until you’re struggling.”

Her co-founder, Kobi McCardle, agrees. Although fertility declines with age, negative lifestyle and diet choices can also impact women’s chances of getting pregnant.

“Fertility support is more needed now than ever,” McCardle says. “When we look at the statistics, we can see that couples consider starting a family much later in their life and about 50 per cent of women born in the 1990s still don’t have children.

“So, we’re very focused on supporting people right from the start and ultimately, reducing the number of couples having to undergo IVF.”

The two founders think that this also comes down to education. Programmes like the Fertility Education Initiative (FEI), a special interest group of the British Fertility Society, aims to improve knowledge of reproductive health in young people who will likely know little about factors that could lead to infertility.

“We’re now seeing how younger generations are becoming much more proactive in terms of their health care and we’ve had couples in their early 30s who just wanted to make sure that everything was okay,” Buckley explains.

“But although we’re seeing this change in mindset, we need to do more in terms of fertility education. We’ve got some great educational content on our website and we really hope to help in that regard.”

Dr Fertility is regulated by the Care Quality Commission and offers medical and emotional support through the provision of accessible online advice, diagnostic testing, blood testing, treatment and coaching from home.

“We don’t just look at the medical elements,” Buckley adds. “We look at the couple’s emotional status, lifestyle and social situation and provide ongoing support.

“We are very passionate about helping people. Fertility is such an emotional topic and it’s that emotional support that matters the most.”

Although an increasing number of people go through fertility treatment, showing the value of talking to a fertility expert has not been easy for the two founders.

“That and finding the right people have proved more challenging than we thought,” McCardle adds. “In a digital health start-up like this, you’ve got people coming in from lots of different industries and with lots of different backgrounds, but now we’re happy to have a great team behind us.”

Along with improving the platform, the two founders hope to extend their services in the UK market and to provide further support for people throughout their fertility journey.

“Early intervention is extremely important,” says Buckley. “If there is an issue we want to know earlier on so we can do everything we can to support our patients.”

For more information, visit drfertility.co.uk.

 

 

 

 

Fertility

Genetic carrier screening before pregnancy: What to know

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Article produced in association with London Pregnancy Clinic and Jeen Health

For the majority of couples planning a pregnancy, genetic testing is not something they think about until a problem arises.

Pre-conception genetic carrier screening challenges this approach by identifying risk before pregnancy begins.

As panel sizes have grown and at-home testing options have become widely available, carrier screening is transitioning from a niche clinical referral into a mainstream component of reproductive planning.

What Carrier Screening Tests For

Being a carrier of a genetic condition means carrying one copy of a variant in a gene associated with that condition, without being affected by it.

In most cases, carriers are entirely unaware of their status.

The clinical significance of carrier status emerges when both members of a couple carry a variant in the same gene: in this scenario, each pregnancy carries a one in four chance of resulting in a child who inherits two copies of the variant and is affected by the condition.

The conditions most frequently included in expanded carrier screening panels include cystic fibrosis, spinal muscular atrophy (SMA), fragile X syndrome, sickle cell disease, and a range of metabolic and enzyme deficiency disorders.

The Beacon 787 carrier test, offered by Jeen Health, screens for 787 conditions from a single sample, making it one of the most comprehensive panels currently available to UK families.

Who Is Most Likely to Benefit

Any couple planning a pregnancy can consider carrier screening. It is particularly relevant for:

  • Couples with a family history of a known inherited condition
  • Those from populations with higher carrier frequencies for specific conditions, including Ashkenazi Jewish, South Asian and African communities
  • Couples pursuing fertility treatment, where genetic information informs treatment planning
  • Those who wish to have the most complete picture of their reproductive health before conception

Importantly, being a carrier of a condition does not mean a child will be affected. It means there is a defined statistical risk that can be quantified, discussed and planned for with appropriate clinical support.

How the Test Is Performed

Carrier screening is typically carried out on a blood or saliva sample.

For at-home options such as the testing offered by Jeen Health, a cheek swab collection kit is dispatched to the patient, the sample is returned by post, and results are delivered digitally within a defined turnaround period.

In-clinic carrier testing may use a blood draw and provides the advantage of immediate access to a clinical consultation at the point of result delivery.

London Pregnancy Clinic offers genetics counselling through its partnership with Jeen Health, allowing couples to receive and contextualise carrier test results with expert support.

Genetic counselling before and after testing is recommended by Genomics England as a standard component of any genomic testing pathway.

What Happens If Both Partners Are Carriers

If both partners are identified as carriers for the same autosomal recessive condition, they are typically offered further counselling to discuss their options.

These may include proceeding naturally with an awareness of the risk, using prenatal diagnosis (CVS or amniocentesis) during pregnancy to test the fetus, or pursuing preimplantation genetic testing (PGT) in the context of IVF, which allows unaffected embryos to be selected before transfer.

The purpose of identifying carrier status before pregnancy is to give couples time to consider these options without the added pressure of an ongoing pregnancy.

Knowledge of carrier status does not remove reproductive choices; it expands the information available when making them.

The Role of Pre-Conception Services

Carrier screening sits within a broader category of pre-conception care that includes fertility assessments, general health optimisation and, where relevant, management of existing conditions before pregnancy begins.

London Pregnancy Clinic offers pre-conception services encompassing fertility investigations, genetics counselling and carrier testing as part of an integrated 0th trimester approach, allowing couples to address genetic and clinical risk factors before their pregnancy starts rather than after.

Disclaimer: This article is produced for informational purposes only and does not constitute medical advice, diagnosis or treatment.

Clinical guidance referenced reflects published NHS, NICE and RCOG standards as at March 2026. Individual circumstances vary; readers are advised to consult a qualified healthcare professional before acting on any information in this article.

This piece was produced in association with London Pregnancy Clinic and Jeen Health, which provided background clinical information for editorial purposes.

Hyperlinks to external sources are included for reference only and do not represent an endorsement of any product, service or organisation.

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Fertility

Fertility clinic named London finalist in UK StartUp Awards

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A London-based fertility clinic has been shortlisted for a startup award.

Plan Your Baby was shortlisted as a London finalist for Innovative Startup of the Year at the UK StartUp Awards.

Plan Your Baby is a new generation fertility and pregnancy telehealth clinic that provides fertility treatment and and-to-end pregnancy clinical monitoring and psychological support.

The company said on LinkedIn: “Being recognised in a city as competitive as London is meaningful for our team. 

“The award is judged by industry experts and reflects the growing need for fertility care that is structured, transparent, and centred around the patient.

“Many people come to us looking for clarity in what can often feel like a complex process. 

“Our focus has been to make each step easier to understand and easier to access.”

Plan Your Baby founder Marija Skujina was inspired to launch the company after working at the highest level in private fertility clinics and realising the impact that the traditional approach to fertility treatment was having on clients.

She told Femtech World in a 2023 interview: ““Fertility support is not just a medical procedure, it’s physical, mental, and emotional too.

“That’s why I launched Plan Your Baby: to help parents conceive in a fully supported and holistic manner.”

The UK StartUp Awards aim to ‘recognise the achievements of amazing individuals who have had a great idea, spotted the opportunity and taken the risks to launch a new product or service.’

If selected as the regional winner, Plan Your Baby will go on to the national final at Ideas Fest this September.

Previous winners include Magic AI, makers of a wall-mounted AI fitness mirror that acts as a personal trainer, and EnsiliTech, a medtech startup developing innovative health technology solutions at the intersection of engineering and healthcare.

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Future Fertility partners with Japan’s leading IVF provider, Kato Ladies Clinic

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Future Fertility, a Toronto-based health technology company specialising in AI-powered fertility insights, has entered the Japanese market through a new commercial partnership with Kato Ladies Clinic — a globally recognised leader in IVF research and advancing clinical fertility care.

The collaboration marks Future Fertility’s first partnership in Japan and reflects growing global demand for technologies that bring greater objectivity and personalisation to fertility care.

Kato Ladies Clinic will integrate the company’s AI-powered oocyte (egg) quality assessment tools into its clinical workflows, with the aim of supporting more informed treatment planning and patient counselling across IVF and egg freezing cycles.

“At Kato Ladies Clinic, we are committed to advancing fertility care through innovation while maintaining a strong focus on individualised, patient-centred treatment,” said Keiichi Kato, chief executive officer.

“Partnering with Future Fertility enables us to integrate objective, data-driven insights into our clinical approach and better support our patients in making informed decisions.”

Future Fertility’s platform analyses images of oocytes using artificial intelligence trained and validated on a dataset of more than 650,000 unique oocyte images.

The technology is already in use at more than 300 clinics across more than 35 countries, helping clinicians better understand the developmental potential of individual eggs and provide patients with more personalised insight earlier in their treatment journey.

From Research Collaboration to Clinical Adoption

The partnership between Future Fertility and Kato Ladies Clinic began as a scientific research collaboration in 2024, marking the first use of AI-powered oocyte quality assessment in Japan.

The collaboration not only validated the technology in a new patient population and across diverse clinical protocols — including minimal stimulation cycles —but also resulted in a peer-reviewed publication in Reproductive BioMedicine Online (RBMO) and a poster abstract presentation at ESHRE 2025.

The joint research explored how AI-derived oocyte quality scores relate to early embryonic development and overall treatment outcomes. In a retrospective study conducted at Kato Ladies Clinic, researchers analysed nearly 2,800 mature oocytes across more than 1,300 ICSI cycles, linking image-based assessments of egg quality to key developmental milestones.

The study demonstrated that lower AI scores were associated with reduced fertilization rates, delays, and abnormalities in early embryo development, increased developmental errors, and lower-quality blastocyst formation.

Notably, the researchers also found that cumulative oocyte scores were a stronger predictor of live birth outcomes than the number of eggs retrieved — underscoring the importance of assessing egg quality alongside quantity.

“Our collaboration with Future Fertility has demonstrated how artificial intelligence can uncover meaningful biological differences between oocytes that were previously difficult to quantify,” said Kenji Ezoe, senior scientist.

“Bringing this technology into routine clinical use is an important step toward translating research into improved patient outcomes.”

Future Fertility’s VP of clinical embryology & scientific operations, Jullin Fjeldstad, noted that the findings provide important clinical validation.

“Our joint research with Kato Ladies Clinic has shown how AI-based oocyte assessment can be directly linked to numerous embryo development outcomes, from fertilization through early developmental milestones and blastocyst formation,” she said.

“We are excited to see this work translated into clinical practice.”

Growing Demand for Fertility Care in Japan

The partnership comes at a time when demand for fertility treatment in Japan continues to rise.

The country performs over 450,000 fertility treatment cycles annually, making it one of the largest markets globally. Delayed childbearing and evolving societal trends have also contributed to increasing interest in egg freezing.

As patients seek more clarity and personalization in their care, tools that provide earlier insight into reproductive potential are gaining traction.

“Entering the Japanese market with a partner like Kato Ladies Clinic is a significant step forward for our global commercial strategy,” said Rafael Gonzalez, Future Fertility’s VP of global sales & strategy.

“It reflects the growing demand for technologies that support more transparent, data-driven fertility care across diverse healthcare systems.”

Expanding a Global Footprint

Founded in 1993, Kato Ladies Clinic is known for its pioneering work in natural and minimal stimulation IVF and has long been a leader in clinical innovation in Japan.

For Future Fertility, the partnership represents both a geographic expansion and a continuation of its broader mission to bring AI-driven insights into routine fertility care.

“We are proud to partner with Kato Ladies Clinic, a globally respected leader in IVF and a pioneer in reproductive medicine in Japan,” said Future Fertility’s CEO, Christy Prada.

“This partnership represents an important milestone as we expand into Asia and continue our mission to bring objective, personalised insights into fertility care worldwide.”

Future Fertility develops AI-powered tools designed to generate personalised insights across the fertility journey.

Its flagship oocyte assessment technologies analyse egg images to provide objective, individualised measures of egg quality, supporting treatment planning, patient counselling, and clinical decision-making in egg freezing and IVF, while also enabling more data-driven approaches to donor egg distribution and quality assurance.

As fertility care continues to evolve, collaborations like this one are helping shape a new standard — one that emphasises earlier insight, greater transparency, and more personalised decision-making for patients navigating increasingly complex reproductive journeys.

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