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Powerful short film from Future Fertility uniquely captures the emotional journey of fertility treatment



The path to parenthood isn’t always as straightforward as one hopes.

A new short film, “The Other Mothers”, created by fertility AI pioneer Future Fertility and digital marketing agency WeThink Nordic, aims to profile the emotional perspectives of patients going through fertility treatments.

“The Other Mothers” builds upon the already growing social movement around patients coming forward to speak out about their experiences, hardships, successes, and failures, helping to normalise discussions about the challenges that hopeful parents endure on their quest to conceive.

WeThink’s concept was guided by a voiceover script penned by a writer who had gone through her own intense fertility, leading to her first child.

Almost by fate, the woman who recorded the spoken voiceover had also undergone IVF treatments and recognised those same feelings reflected in the script.

“Echoing the many posts we’d dug through on online forums, we were touched by the wide range of emotions that such a difficult period brings on and knew that our film had to capture that reality as best as it could,” says Thomas Bo Nielsen, WeThink Nordic’s Creative Director.

“We felt extremely grateful that we were able to materialise our creative concept in a way that’s undoubtedly authentic – which is super important to us when covering a topic that resonates so strongly with a large number of people across the world.”

“Undergoing fertility treatment, whether it’s IVF or egg freezing, is so emotionally and physically taxing, and so many patients carry the mental burden of it alone,” adds Ghita Holst, Partner at WeThink Nordic.

“They often feel uncomfortable about opening up about their experience because it still seems like a taboo subject to talk about in many social circles.”

The film pushes this narrative front and centre, grounding the audience in the emotional pressure experienced by patients undergoing the fertility process and the common feeling that they need to portray a positive disposition for the benefit of others.

“Two pink lines isn’t something we just get.

“We get the uncertainty, the anxiety, the experimenting, the pretending that we’re ‘okay’…that we’re so happy for the women whose path to parenthood turned out differently.”

Beyond the messaging, what makes the film even more impactful is the realism brought to the story via images of actual patients (featuring family, friends, and employees who have gone through the process).

This is strengthened by the participation of Future Fertility’s partner clinics worldwide, who support real patients with these challenges every day.

“There was an incredible sense of community in producing this video,” said Kirsten Anwender, Future Fertility’s Director of Marketing.

“We’re grateful to our patient contributors, who were so generous in entrusting us to share their deeply personal stories with the world.

“Our clinic partners also instantly connected with our vision and were excited to take part. WeThink developed a great concept that truly struck a chord with everyone.”

For fertility patients who were invited to preview the film, the message certainly hit home.

“It’s a really powerful video,” says Heather, one of the film’s IVF patient contributors.

“The first time I saw the final cut, I had to watch it a few times in a row and let the emotions just roll over me.

“It can be so hard to look back at that time because you feel so alone and scared. It was nice to see my experience mirrored and narrated with such care.”

“Like many couples, we didn’t know we would have difficulty conceiving until we tried,” comments Mamiko, another IVF patient who was featured.

“The video captures the overwhelming feeling of uncertainty that impacted many aspects of our lives.”

Two-time IVF mum Ayla reflects: “To me, the video really illustrates the loss of the care-free aspects of conception, the loss of the pleasant “surprise”.

“How you resent having to rely on the science but are also in awe of it and grateful for it.

“How, when you’re lucky enough to end up with a baby in your arms, the differences and discomforts of your journey to get there fade into the background again.”

“The Other Mothers” leaves the audience with a closing message of hope, highlighting the advancements in fertility science and technology that are continuing to improve outcomes and access.

It also honours the tireless, amazing embryologists, providers and clinicians that work diligently to achieve results for their patients.

Future Fertility has been working to close the gaps in fertility science as the first company to provide personalised egg quality assessments for egg freezing and IVF patients, leveraging the power of artificial intelligence to analyse images of each individual egg.

“Being patient-centred is very important in fertility care, and as a whole, the industry has quite a long way to go to achieve this fully,” says Nicole Condon, CEO of TRIO Fertility and Founder of EVOLVE Egg Freezing Clinic – both clinics being early adopters of Future Fertility’s technology.

“Patients deserve to be at the centre of their care, and tools like this enable clinics to empower patients with personalised insights so they can be more informed and more engaged in their treatment decisions.”

As the demand for egg freezing and IVF treatments continues to grow globally, advancements in fertility technology can assist clinics in optimising treatments through precision medicine and providing patients with greater access to care by making fertility journeys more efficient.


Menopause start-up bags US$60m in funding

Midi Health aims to expand access to insurance-covered care for women in midlife and beyond



Midi Health Series B round investors and founders, pictured from left: GV Executive venture partner Cathy Friedman, Midi Health co-founder Kathleen Jordan, Midi Health co-founder Jill Herzig, Felicis Ventures general partner Victoria Treyger, Operator Collective founder Mallun Yen, Midi Health co-founder Sharon Meers, Midi Health co-founder and CEO Joanna Strober, Emerson Collective managing partner Fern Mandelbaum, SemperViren partner Allison Baum Gates, GV general partner Frederique Dame

The US menopause start-up Midi Health has secured US$60m in funding, bringing the company’s total funding raised to date to US$100m.

The funding round was led by Emerson Collective, with support from additional investors, including GV (Google Ventures), Memorial Hermann, SemperVirens, Felicis, Icon Ventures, Black Angel Group, Gingerbread Capital, Able Partners, G9 and Operator Collective.

They joined a syndicate of primarily female-led investors including F7, Steel Sky Ventures, Avestria, Muse Capital, 1843 Capital, Anne WojcickiSusan Wojcicki, and K50 Ventures.

Founded with a mission to close this care gap, Midi is now the fastest-growing virtual clinic focused on treating women in perimenopause and menopause.

The California start-up, which expanded to all 50 states in November, aims to help women navigating midlife hormonal changes.

The company provides patients with care plans that include hormonal and non-hormonal medications, supplements and lifestyle coaching and has partnerships with major healthcare systems, such as Memorial Hermann and benefits platforms, such as Progyny and Cleo.

The additional investment round is hoped to help Midi expand insurance coverage, hire and upskill an additional 150 clinicians, diversify service lines, amplify the conversation around women’s health and scale to care for over one million women per year by 2029.

“We started Midi with just one specific focus: helping women access world-class, expert perimenopause and menopause care, covered by insurance, and we have been at the forefront of delivering on that promise,” Joanna Strober, CEO and co-founder of Midi, explained.

“But what we have also learned is that addressing the health concerns of women in midlife is more complex than simply treating hot flashes and prescribing hormone replacement therapy.

“Midi takes a multi-symptom, holistic approach to care designed to help women live their best, most productive and fulfilling lives—whether that involves medication, lifestyle coaching, natural supplements, or other support.

“Our goal now is to expand services and scope to continue this comprehensive, personalised care far beyond menopause.”

Women spend more than a third of their lives in perimenopause or menopause, with more than one billion women globally expected to be in these life stages by 2030.

Upwards of 85 per cent of women will experience menopausal symptoms that can negatively impact their productivity and quality of life, yet 75 per cent of women who seek care for these symptoms do not receive any treatment.

The primary reason is that only about one in five OB/GYNs, and even fewer primary care physicians, receive specialised menopause education or training.

“Historically, women’s healthcare has been neglected, with perimenopause and menopause having significant unmet needs,” said Fern Mandelbaum of Emerson Collective.

“Midi is providing expert, empathetic care coupled with comprehensive insurance coverage, finally addressing this gap and ensuring that all women receive the support they need and deserve.”

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Start-up launches London Underground campaign to break down period stigma

The two-week campaign seeks to challenge societal taboos surrounding menstrual health



The Irish women’s health start-up Riley has launched an ad campaign on the London Underground to “take the fear out of periods”.

Riley, an eco-friendly period product subscription service, aims to take action against period poverty and democratise access to period products.

The company seeks to encourage the introduction of menstrual health policies and foster a workplace where discussions around periods are normalised.

Its two-week London Underground campaign, which coincides with the opening of its first office in London, is hoped to help destigmatise periods and normalise conversations around menstrual health.

“The idea behind this campaign comes from the fact that free period care in the office is often seen as an employee perk or a ‘nice to have’, when it should actually be an essential offering in every office,” Meaghan Droney, eCommerce manager at Riley, told Femtech World.

“Our aim with this campaign is to flip those current mindsets and get people to change their attitudes towards period care in the workplace.

“With 79 per cent of menstruators feeling unsupported in relation to their periods at work, this oversight is clearly fundamentally unfair and it’s time for change.

“We’re encouraging any and all businesses to get in touch with us so we can support them in introducing menstrual policies and free period care in their workplace to empower all employees, no matter their gender, to thrive and feel valued at work.”

Research by the Chartered Institute of Personnel and Development (CIPD) shows that only 12 per cent of UK companies provide support for menstruation and menstrual health, despite 85 per cent of women experiencing stress or anxiety when managing their period at work.

Data suggests that half of the women who take absence because of their menstrual cycle feel unable to tell their manager, underscoring the deep-rooted stigma around periods.

Fiona Parfrey, co-founder of Riley, said: “Access to safe and high-quality sustainable period care products not only demonstrates a commitment to employee welfare but also fosters a culture of empathy, equality, and respect, ultimately contributing to a more engaged and empowered workforce.

“Menstrual policies and free period care are a fundamental necessity for every individual in the workplace. It’s about ensuring that employees have the resources they need to maintain their wellbeing and productivity without interruption.”

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Singapore-based fertility centre sets up grant for couples struggling to conceive

This grant aims to support eligible Singaporean couples facing financial and family planning challenges



A Singapore-based fertility centre is to set up a grant to support couples struggling to conceive.

Virtus Fertility Centre Singapore (VFCS) announced that it would set up a grant to support aspiring parents on their IVF journey.

The initial grant is set for at $50,000 SGD and, depending on the take-up rate over the next 12 fiscal months, VFCS plans to increase the pool to benefit more couples in the subsequent years.

The grant will cover the main costs associated with IVF treatments and procedures, including embryo retrieval and transfer, laboratory services and embryo prep. It will also be applicable to fresh and frozen egg transfers.

As grant recipients, their samples will similarly be given a radio frequency identification (RFID) tag, a service VFCS provides for all its patients. It locks the patient’s identity with the respective sample. The RFID identifies gametes—eggs, sperms, or embryos—at every stage of the IVF treatment.

According to VFCS, the grant will also include access to counselling services and wellness resources.

“I’ve witnessed firsthand the emotional toll and occasional frustration that infertility can take on individuals and couples, especially for some who are still young and healthy,” said Dr Roland Chieng, medical director at VFCS.

“The common deterrent of going for fertility treatment is always associated with the cost, more so in a private care setting where their only source of funds is through Medisave.

“By alleviating their financial concerns, we hope ReadyBaby Fertility Grant empowers patients to approach their IVF journey, focusing on their clinical needs and working towards a healthy pregnancy and less on financials.

“With access to the necessary treatments and support, patients can embark on their path to parenthood with renewed confidence, knowing they have the clinical resources and guidance they need to navigate this journey,” he added.

Tim Kwan, VFCS’s managing director, said: “We believe every couple deserves the opportunity to experience the profound joy of parenthood.

“With the ReadyBaby Fertility Grant, we aim to support aspiring couples on their IVF journey and help them bring new life into the world.”

To be eligible for the grant, applicants must be married Singaporean couples diagnosed with medical infertility by a fertility specialist and first-time parents who have not tried IVF before.

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