Fertifa
Fertifa is a London-based B2B2C platform that sells employer-sponsored reproductive health benefits to UK and European enterprises, giving employees access to fertility, menopause, neurodiversity, and family-forming clinical care, education, reimbursements, and treatment financing.
- Company typePrivate
- Founded2023
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Fertifa does
Fertifa is a London-based B2B2C reproductive health benefits platform founded in 2019 (with early venture backing from 2020) that sells annual subscriptions to enterprise and SME employers and delivers clinical, educational, and financial services to their employees. The company operates across the UK and Europe with a customer roster spanning financial services (Monzo, Bain Capital, ClearScore, Rothesay, Rathbones, Santander), retail and consumer (H&M, Co-op, Boots, Lululemon), technology (Meta), media (Channel 4, Sony Music), law (Foot Anstey, Osborne Clarke), and venture capital (Balderton Capital). Revenue is generated primarily through bespoke annual enterprise and SME subscriptions scaled to headcount and coverage scope, supplemented by transaction-based reimbursement processing and interest-free salary-deduction payment plans (up to 12 months) for treatment financing.
The technology stack centers on a Patient App (iOS/Android), a web-based employer portal, and an integrated clinical management system. Core modules include Appointments & Chats for virtual clinical consultations, a Reimbursements platform for itemized claims with payroll-based repayments, and a Curated Library of clinically-authored educational content. Diagnostic services span at-home fertility tests, sperm screening kits (via partner Mojo), and finger-prick blood tests processed by UKAS-accredited TDL; all partner fertility clinics are HFEA-regulated with 5/5 inspection ratings. Supporting tools include an ROI Calculator for employers and a survey-based Benchmarking Tool. The in-house clinical team, led by Chief Medical Officer Dr. Gidon Lieberman (consultant gynaecologist with 25+ years' experience), is positioned as a key differentiator versus benefits brokers and pure SaaS platforms.
Fertifa is privately held and venture-backed, having raised a £5 million seed round in June 2023 led by Notion Capital and Triple Point Ventures with participation from Speedinvest, Passion Capital, Calm/Storm VC, Conviction VC, EQt Foundation, and Tiny Supercomputer Investment Company, following earlier pre-seed rounds in 2020 (Passion Capital, PDS Ventures) and 2022 (Speedinvest). The company holds ISO 27001, B Corp, and UK GDPR certifications. Its service portfolio has expanded well beyond fertility into menopause, family-forming, maternity, infant care, men's and women's health, neurodiversity, gender identity, mental wellbeing, and lifestyle health. In July 2025 Fertifa made its first acquisition, of Juniper, suggesting a broadening into adjacent women's health services beyond the employer channel.
Fertifa firmographics
Firmographics- Name
- Fertifa
- Legal name
- Fertifa Ltd
- Website
- https://fertifa.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fertifa is a London-based B2B2C platform that sells employer-sponsored reproductive health benefits to UK and European enterprises, giving employees access to fertility, menopause, neurodiversity, and family-forming clinical care, education, reimbursements, and treatment financing.
- Ownership category
- akta.pro rank
Fertifa industry classification
Industry- Product category
- Reproductive Health Benefits
- NAICS
- Family Planning Centers (62141)
- akta.pro primary industry
- Reproductive Endocrinology & Infertility (IVF/Fertility) (HLAKAJAC)
- akta.pro secondary industry
- Reproductive Endocrinology & Infertility (Endocrine) (HLAKADAI)
Keywords
Where Fertifa is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fertifa business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Enterprise Subscription: Annual or multi-year subscription model where enterprises pay for access to the Fertifa platform and clinical services for their employees. Pricing is bespoke based on company headcount and scope of coverage.
- SME Subscription: Subscription model for small and medium enterprises with tailored pricing based on organization size.
- Reimbursement Processing: Fertifa processes fertility treatment reimbursements for employers, handling claims administration and payroll-based repayments.
- Fertifa Payment Plan: Interest-free salary deduction payment plans for reproductive health treatments, allowing employees to spread costs over up to 12 months.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier for large organizations with bespoke pricing based on headcount and coverage scope |
| Subscription | Annual | SME tier for small and medium businesses with tailored quote-based pricing |
| Subscription | Monthly | Individual access with monthly payment planning for employees whose employers are not partnered with Fertifa |
| Transaction based/ take rate | Pay-as-you-go | Interest-free payment plan for fertility and reproductive health treatments |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Fertifa product offering
Product offeringCore offering
Fertifa provides a B2B reproductive and hormonal health benefits platform that enables UK employers to offer fertility, menopause, family-forming, neurodiversity, gender identity, maternity, infant care, men's/women's health, mental wellbeing, and lifestyle health services to their employees. The offering is delivered through a digital platform combining an employer portal, a native iOS/Android patient app, an in-house clinical team of doctors and specialists, and a network of HFEA-regulated partner clinics, with built-in claims/reimbursements processing and an interest-free Fertifa Payment Plan for treatment financing.
Product overview
Fertifa is a comprehensive reproductive health benefits platform that operates as a B2B2C model, offering three core product tiers (Enterprise, SMEs, and a Patient App for direct employee access). The platform consists of technology modules including Appointments & Chats for virtual clinical consultations, Reimbursements for claims management and payroll-based repayments, and a Curated Library of educational content. Additional offerings include the Payment Plan for interest-free treatment financing and tools such as an ROI Calculator and Benchmarking Tool. Fertifa's service portfolio spans fertility, menopause, family-forming, maternity, infant care, men's health, women's health, neurodiversity, gender identity, mental wellbeing, and lifestyle health. The platform is distinguished by its in-house clinical team providing direct patient support and an international clinic network, all delivered through web and mobile applications.
Differentiator
Problem solved
Functional benefit
Products and services
- Fertifa for Enterprise Subscription-based reproductive and hormonal health benefits platform for large UK employers, providing employees with fertility, menopause, family-forming, neurodiversity, gender identity, maternity, infant care, men's/women's health, mental wellbeing and lifestyle health services, supported by an in-house clinical team and partner clinic network.
- Fertifa for SMEs Bespoke subscription plan for UK small and medium-sized employers that want to offer reproductive and hormonal health benefits without an internal benefits team or HR infrastructure.
- Fertifa Patient App Native mobile application (iOS and Android) that gives individual users access to Fertifa's clinical team, resources, and reproductive and hormonal health services, including for employees whose employers are not yet partnered with Fertifa.
- Fertifa Payment Plan Interest-free financing option allowing employees to spread the cost of reproductive and hormonal health treatments over monthly instalments.
- Fertility Services Clinical service offering covering fertility investigations, treatments, IVF/IUI pathways and onward care, delivered through Fertifa's in-house clinical team and HFEA-regulated partner clinic network for employer-sponsored employees.
- Menopause Services Clinical service offering providing menopause diagnosis, treatment, hormone therapy and workplace support, delivered through Fertifa's in-house clinical team for employer-sponsored employees.
- Family-Forming Services End-to-end clinical and advisory services supporting employees planning to start or grow a family, including fertility, adoption and surrogacy pathways, delivered through Fertifa's clinical team and partner network.
- Maternity Services Clinical service offering supporting employees before, during and after pregnancy, including pre-conception care, pregnancy support and postnatal care delivered by Fertifa's in-house clinical team.
- Infant Care Services Clinical service offering providing infant care advice, paediatric support and related resources to new parents covered by employer-sponsored Fertifa benefits.
- Men's Health Services Clinical service offering addressing male-factor fertility, hormonal health, urology and related men's health conditions through Fertifa's in-house clinical team.
- Women's Health Services Clinical service offering covering women's reproductive and hormonal health, gynaecology, and related conditions delivered through Fertifa's in-house clinical team.
- Neurodiversity Services Clinical service offering providing diagnostic assessments, ongoing support and workplace accommodations advice for neurodivergent employees covered by Fertifa.
- Gender Identity Services Clinical service offering supporting employees exploring or undergoing gender-affirming care, including clinical consultations, treatment pathways and workplace guidance delivered through Fertifa's in-house clinical team.
- Mental Wellbeing Services Clinical service offering providing mental wellbeing support integrated with Fertifa's reproductive and hormonal health pathways, including counselling and specialist referrals.
- Lifestyle Health Services Clinical service offering covering nutrition, sleep, movement and broader lifestyle health support delivered alongside Fertifa's reproductive and hormonal health pathways.
Quantifiable outcome
- 71% of Balderton employees registered with Fertifa app
- +6 more outcomes
Companies that use Fertifa
Customer profileNamed customers18 records
Segments6 records
Ideal customer profiles2 records
Fertifa technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Fertifa partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HFEA Regulated Clinics NetworkcoreFertifa maintains a global network of partner fertility clinics, all regulated by the Human Fertilisation and Embryology Authority (HFEA). All clinics have 5/5 HFEA inspection ratings and are inspected regularly.
Scale indicators18 records
Recent moves6 records
Expansion highlights6 records
Fertifa competitors and assessment
Company assessmentBroad incumbents
- HealthHero: European digital health and primary care provider for insurers and employers. Adjacent peer operating in virtual clinical delivery and employer/insurer channels that overlap with Fertifa's telehealth model.
- Bupa: Major UK private health insurer and provider that could bundle fertility and menopause benefits into corporate PMI. Represents both a partnership opportunity and a competitive threat given its incumbent employer relationships.
- Vitality Health: UK health and life insurer with employer wellness programmes. Comparable insofar as it sells benefits packages to large UK employers and could expand into fertility/reproductive health coverage.
Direct peers
- Carrot Fertility: US-headquartered fertility and family-forming benefits platform sold to employers. Closest direct competitor, serving a similar buyer (HR/benefits leaders) with a comparable subscription, reimbursement and virtual-care model.
- Progyny: Publicly traded US fertility benefits company offering employer-sponsored fertility and family-building coverage. Competes with Fertifa on enterprise fertility benefits design, network curation and clinical outcomes reporting.
- Maven Clinic: Virtual women's and family health platform serving employers globally across fertility, maternity, menopause and mental health. Overlaps with Fertifa's clinical care and B2B2C distribution.
- Peppy Health: UK employer benefits platform providing on-demand expert support in fertility, menopause, men's health and family forming. Direct competitor in the same geography, already embedded at Santander and other large UK employers.
- Apryl: Berlin-based fertility and family-forming benefits platform sold to European employers. Closest geographically comparable peer pursuing the same employer-sponsored fertility benefits wedge.
Emerging players
- Gaia Family: UK fertility treatment provider and benefits partner offering employer-paid fertility coverage. Partial overlap with Fertifa on the fertility/IVF clinical access side, particularly in the UK market.
- Origin: US/UK women's pelvic health and postpartum benefits provider working with employers. Adjacent offering in the women's health employer benefits category, particularly around postnatal and pelvic-floor care.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Fertifa social profiles
Digital presenceFertifa compliance and trust
Trust signalCompliance3 records
Fertifa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fertifa leadership team
Management profileNumber of profiles
Profiles6 records
Fertifa funding detail
Funding detailFunding overview
Funding rounds3 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fertifa M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fertifa
What does Fertifa do?
Fertifa provides a B2B reproductive and hormonal health benefits platform that enables UK employers to offer fertility, menopause, family-forming, neurodiversity, gender identity, maternity, infant care, men's/women's health, mental wellbeing, and lifestyle health services to their employees. The offering is delivered through a digital platform combining an employer portal, a native iOS/Android patient app, an in-house clinical team of doctors and specialists, and a network of HFEA-regulated partner clinics, with built-in claims/reimbursements processing and an interest-free Fertifa Payment Plan for treatment financing.
Is Fertifa a public or private company?
Fertifa is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fertifa founded?
Fertifa was founded in 2023. It employs 11 to 50 people.
Where is Fertifa based?
Fertifa is headquartered in London, United Kingdom, in the Europe region.
How does Fertifa make money?
Four revenue lines are on record. Enterprise Subscription is the primary driver. The others are SME Subscription, reimbursement Processing and fertifa Payment Plan.
Who are Fertifa's main competitors?
Broad incumbents on record are HealthHero, Bupa and Vitality Health. Direct peers are Carrot Fertility, Progyny, Maven Clinic, Peppy Health and Apryl. Emerging players are Gaia Family and Origin.
Does Fertifa have an API?
No public API is recorded for Fertifa.
What industry is Fertifa in?
Fertifa's product category is Reproductive Health Benefits. Its primary akta.pro industry code is HLAKAJAC, Reproductive Endocrinology & Infertility (IVF/Fertility), with a secondary code of HLAKADAI, Reproductive Endocrinology & Infertility (Endocrine). Its NAICS code is 62141.