Tilly

What Tilly does

Tilly is a mobile application delivering evidence-based mental health and emotional support to individuals and couples experiencing infertility. Founded in 2019 and headquartered in Stockholm with a legal entity in Singapore (Rhea Labs Pte. Ltd.), Tilly offers a freemium iOS and Android app with self-care tools built on Cognitive Behavioral Therapy, Acceptance and Commitment Therapy, Interpersonal Psychotherapy, and the FertiQol validated assessment. Core features include an 8-week Coping with Infertility & Loss course, SOS anxiety tools, meditation, breathwork, fertility yoga, journaling prompts, mood tracking, medication reminders, and a peer community with expert-led Q&As.

The product surface extends into a B2B clinic module (Tilly for Clinics) that integrates validated assessments and coping tools into fertility clinic workflows in compliance with ESHRE, HFEA, and ASRM guidelines, and a Sweden-only Tilly Fertility Checkup diagnostic test that the company both operates and resells (e.g., ExSeed). Revenue is generated through consumer app subscriptions processed via Stripe and App Store/Play Store rails, supplemented by clinic partnership arrangements and one-time fertility test sales. Distribution combines direct app-store acquisition with a B2B2C channel in which partner clinics prescribe the app to patients, and the company has earned media coverage in The Independent, Sifted, Business Insider, Reader's Digest, Femina, and Dagens Nyheter.

In March 2025, Tilly was integrated into the Rhea Fertility ecosystem, an international fertility platform that includes the GenPrime IVF network with clinics in Bangkok, Kuala Lumpur, Singapore, Manila, and Los Angeles. The acquisition positions Tilly within a broader stack of clinics, digital health platforms, and patient support services, shifting its go-to-market scale from a standalone Swedish app to a multi-geography parent-orchestrated rollout while retaining its evidence-based mental health positioning.

Name

Tilly

Legal name

Rhea Labs Pte. Ltd.

Website

https://mytilly.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Tilly is a mobile app delivering evidence-based mental health and emotional support tools, including CBT/ACT-based exercises, FertiQol assessments, and peer community, to individuals and couples navigating infertility, with a B2B clinic-integration module and a Sweden-only fertility test service.

Ownership category

akta.pro rank

Product category

Digital Fertility Wellness

NAICS

Family Planning Centers (62141), Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Women’s Health & Fertility Therapeutics (Digital) (HLACANAK)

akta.pro secondary industries

Fertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation) (HLALAHAA), Couples & Family Therapy Teletherapy Platforms (HLALAEAG)

Keywords

• Fertility mental health
• Infertility support app
• Fertility treatment tracking
• Psychosocial fertility care
• Digital therapeutics fertility

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. App Subscriptions: Access to the Tilly app with both free and subscription-based features. Users can subscribe for ongoing access to premium self-care tools, treatment tracking, community access, and expert sessions. The subscription gives access to the Services throughout the pre-paid Subscription Period.
2. Fertility Tests (Sweden): Tilly Fertility Checkup - Tilly's own fertility test currently available only in Sweden. Users require a Swedish personal ID number (personnummer), valid Swedish mobile phone number, and email to purchase. Includes a medical letter of referral valid for 3 months.
3. Fertility Tests Resale: Tilly acts as a reseller for third-party fertility tests (e.g., ExSeed), with additional terms and conditions from suppliers applying for full service access.
4. Clinic Partnerships: Tilly partners with fertility clinics to integrate emotional support into day-to-day care, potentially generating revenue through clinic licensing or white-label arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Tilly provides a mobile application that delivers evidence-based mental health and fertility tracking tools specifically designed for individuals and couples experiencing infertility. The app combines therapist-built self-care exercises (CBT, ACT, IPT, FertiQol), treatment and medication tracking, mood journaling, SOS anxiety tools, meditations, and a peer community, and is paired with a clinic-facing integration that lets fertility providers embed psychosocial assessments into patient care. A separate Sweden-only fertility diagnostic test (Tilly Fertility Checkup) is also sold directly through the platform.

Product overview

Tilly is a digital fertility wellness platform consisting of a core mobile application and supplementary services. The flagship Tilly App provides evidence-based mental health support through self-care tools, community forums, expert Q&A sessions, and treatment tracking for fertility patients. Tilly for Clinics is a partner module enabling fertility clinics to integrate psychosocial assessments and coping tools into patient care. Tilly Fertility Checkup is a diagnostic testing service available in Sweden. The platform is now part of the Rhea Fertility ecosystem, which includes the GenPrime IVF network.

Differentiator

Problem solved

Functional benefit

Products and services

• Tilly App A mental health and fertility tracking mobile app for iOS and Android that offers evidence-based self-care exercises (CBT, ACT, IPT, FertiQol-based), SOS anxiety tools, meditations, breathwork, fertility yoga, journaling, mood tracking, an 8-week Coping with Infertility & Loss course, treatment and medication tracking, and access to a supportive community and expert Q&As. Built for individuals and couples going through infertility, IVF, ICSI, and pregnancy loss.
• Tilly for Clinics A clinic integration module that provides validated FertiQol-based emotional distress assessments and evidence-based coping tools for fertility clinic patients, including access to support groups and counseling. Designed to be compliant with ESHRE, HFEA, and ASRM guidelines and to help fertility clinics embed psychosocial support into routine patient care.
• Tilly Fertility Checkup A fertility diagnostic test service sold directly to consumers in Sweden, requiring a Swedish personal ID number (personnummer), a valid Swedish mobile number, and email. Includes a medical letter of referral valid for 3 months from purchase; up to 300 SEK travel cost reimbursement for damaged or failed tests.

Quantifiable outcome

• 81% of fertility patients feel their clinic does not give enough mental support

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Rhea FertilitycoreStrategic or Co-development Partner · 31 March 2025Tilly is now part of Rhea Fertility, a global network dedicated to advancing fertility, reproductive health, and emotional well-being. This acquisition integrates Tilly into a broader ecosystem connecting individuals and couples with trusted medical expertise, innovative technologies, and compassionate care. Rhea Fertility is an international fertility platform bringing together clinics, digital health platforms, and patient support services.
• GenPrimeminorStrategic or Co-development PartnerGenPrime is the flagship global IVF network within the Rhea Fertility ecosystem. With clinics in Bangkok, Kuala Lumpur, Singapore, Manila, and Los Angeles, GenPrime combines cutting-edge reproductive science with a hospitality-inspired approach to care. Tilly connects patients with GenPrime through the Rhea ecosystem.
• Partner Fertility ClinicscoreChannel Partner/ Reseller/ DistributorTilly partners with fertility clinics to help them integrate emotional support in day-to-day care. Partner clinics offer validated assessments (FertiQol, mood check-ins), evidence-based coping tools, and access to support groups and counseling. The platform is in compliance with ESHRE, HFEA and ASRM guidelines. Clinics shown include logos on the website (specific names not listed in extracted content).

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Calm: Consumer mental wellness subscription app with meditation, sleep, and mood tools. Comparable to Tilly as an adjacent generalist whose content Tilly positions against as too generic for fertility patients.
• Headspace: Large mental wellness subscription app offering meditation, therapy, and content. Comparable to Tilly as a broader incumbent that Tilly specifically differentiates against by specializing in fertility mental health.
• Progyny: Public fertility benefits management company with deep clinic networks and employer contracts. Comparable to Tilly as a broader incumbent in the fertility ecosystem that increasingly bundles emotional support resources.
• BetterHelp: Largest online therapy network, accessible to fertility patients via subscription. Comparable to Tilly as an incumbent mental-health channel Tilly complements or partially substitutes for at lower price points.

Direct peers

• Natural Cycles: FDA-cleared digital therapeutic for contraception and fertility planning, with a similar app-based, subscription-led, women's health focus. Comparable to Tilly as a regulated consumer women's health digital therapeutic serving adjacent use cases.
• Clue: Reproductive health tracking app focused on cycle, fertility, and PMS insights. Comparable to Tilly as a consumer-facing digital health tool targeting fertility and reproductive journeys.
• Flo Health: Largest women's health app globally, covering cycle tracking, fertility, pregnancy, and mental well-being. Comparable to Tilly because it reaches the same end user with overlapping fertility tracking and emotional support content.
• Carrot Fertility: Global fertility benefits and care-navigation platform serving employers and individuals. Comparable to Tilly because it sits at the intersection of fertility care delivery and patient support, addressing emotional well-being alongside clinical services.
• Maven Clinic: Digital women's and family health platform offering virtual care across fertility, pregnancy, postpartum, and mental health. Comparable to Tilly because it serves the same fertility patient journey and increasingly bundles mental-health support into its offering.

Emerging players

• Oura: Consumer wearable with a growing women's health and reproductive insights feature set. Comparable to Tilly as an emerging player layering fertility-specific data and content onto a broader health platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tilly