European Startups Reimagine Fertility Care

Natural Cycles

As demand for fertility services soars, healthcare startups are breaking down barriers to care.

Expecting More

From cycle tracking and hormone mapping to IVF and workplace support, the number of startups entering the fertility space is skyrocketing. Providing a more convenient, personalised, and fast-tracked approach, they’re empowering women to take charge of their own health.

Behind the boom. As both the age of first-time mothers and rates of global infertility rise, outdated healthcare systems aren’t prepared to offer the level of care women and their families expect.

  • Globally, 1 in 6 people are affected by infertility in their lifetime.
  • 84% of women feel their conditions aren’t taken seriously by health professionals.
  • 36% of UK employers don’t provide fertility support, with similar uptake across companies in Europe.
  • £2B is spent on IVF treatments in Europe annually, with egg and sperm freezing and surrogacy treatments surpassing £4B.

An alternative route to track and treat, individuals are turning to innovative and inclusive providers to better support them through not only conception but for women’s health needs as well.

Fertile Ground

The overall fertility industry is predicted to reach $41B by 2026. Sensing the momentum, investment in the sector has followed, with fertility startups attracting $800M in 2022 alone — across a number of different solutions.

  • Cycle tracking apps Clue (€7M), Natural Cycles ($7M), and HERMONE (€1M) all raised funding this year to fuel growth and development.
  • Digital clinics Apricity (€17M), Maven ($90M), Peppy ($45M), and Carrot ($75M) are using recent funding to expand their B2B businesses across Europe.
  • Proov and Hannah Life are using funds to double down on DTC products, while in the US, prenatal supplement startups like Perelel, Bird&Be, and WeNatal are seeking new audiences (including men).

Elsewhere, strategic partnerships are also trending up, with Natural Cycles aligning with Oura’s smart ring and the Samsung Galaxy Watch. Improving interoperability, Proov and Flo paired with Google Health Connect to unlock data across apps.

Looking ahead: Empowering women to have greater understanding and autonomy over their reproductive health and personal data, fertility companies are improving the patient experience and creating better health outcomes. By leveraging science, data, and technology to address these silos, startups like these have an opportunity to make inclusive, personalised, holistic care the new standard.

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