What Wawa Fertility does

Wawa Fertility (legally wawawomb ApS, CVR 41507349) is a Danish-headquartered vertical SaaS company founded in 2020 that develops an integrated operating system for fertility clinics and IVF centers. The platform, marketed as "wawa fertility OS," unifies functions that are typically fragmented across multiple systems in fertility clinics, including electronic medical records (EMR), cycle and treatment management, embryology and lab tools, cryopreservation (cryo) management, scheduling, digital consent forms, patient communication (chat and video consultations), billing, and payments. Named customers include Hannam Fertility, Fitzrovia Fertility, Avenues, Markham Fertility Centre, Harley Street Fertility Clinic, Anova, and Oasis Fertility Center, with operations spanning the UK, Denmark, and Canada via offices in Copenhagen and London.

The underlying platform is built on Ruby on Rails 7 with Hotwire, a PostgreSQL database, GraphQL APIs serving the patient-facing mobile application (available on iOS and Android), and is hosted on Google Cloud Platform. The platform integrates with Adyen and Stripe for payment processing, Xero for accounting synchronization, Intercom for customer support operations, and Microsoft Outlook for calendar synchronization. Wawa Fertility holds HIPAA, GDPR, ISO 27001, ISO 27017, and ISO 27018 compliance certifications and supports HFEA-compliant consent templates.

The company operates a direct enterprise sales motion targeting clinic administrators, CEOs, and clinical leadership, with lead generation via "Book a Demo" calls-to-action, content marketing through blog and webinars, and industry events such as ASRM. Pricing is quote-based on annual subscription terms and is not publicly disclosed. Revenue and funding figures have not been disclosed in available sources. The leadership team is led by founder and CEO Cecilie Jakobsen, with Kevin Kimber (former ServiceNow VP of Sales) serving as Chairman.

Name

Wawa Fertility

Legal name

wawawomb ApS

Website

https://wawafertility.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Wawa Fertility is a Danish SaaS company that provides an integrated operating system for fertility clinics. Its platform unifies EMR, cycle management, billing, scheduling, consents, and patient communication for IVF centers in the UK, Denmark, and Canada.

Ownership category

akta.pro rank

Product category

Fertility Clinic Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Health Services (8000)

akta.pro primary industry

Fertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation) (HLALAHAA)

Keywords

• Fertility clinic software
• Clinic management platform
• Electronic medical records
• Patient engagement app
• Healthcare workflow automation

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Wawa Fertility operates as a SaaS company providing fertility clinics with an operating system platform. Clinics pay subscription fees to access the full platform including EMR, patient management, billing, scheduling, and communication tools. Pricing is quote-based and likely tiered by clinic size or feature access.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Wawa Fertility OS is an all-in-one operating system platform for fertility clinics that connects patient management, clinic workflows, EMR, cycle management, cryo storage, billing, scheduling, consent management, and patient communication in a single integrated system. It is delivered as a cloud-based SaaS platform with an accompanying patient-facing mobile app on iOS and Android.

Product overview

wawa fertility OS is an all-in-one operating system platform for fertility clinics, consisting of integrated modules: the core OS platform connecting patient management, clinic workflows, and payments, supplemented by specialized modules including wawa Communicate (chat and video consultations), wawa Schedule (appointment booking and calendar management), wawa Consent (digital consent forms with electronic signatures), wawa Finance OS (billing and payments), Cryo Management (cryostorage billing and inventory), EMR/Electronic Medical Records (treatment and cycle management), Cycle Management (structured treatment tracking), Embryology & Lab tools, and Patient Management tools. The platform also includes a white-labelled Patient App for iOS and Android.

Differentiator

Problem solved

Functional benefit

Products and services

• wawa fertility OS Core operating system platform for fertility clinics connecting patient management, clinic workflows, EMR, and payments in one unified system. Used by fertility clinic operators, administrators, and clinical leadership.
• wawa Communicate Complete communication toolbox offering live chat, video consultations, file exchange, routing to appropriate teams, opening hours configuration, and automation for patient communication workflows. Targeted at fertility clinic care teams.
• wawa Schedule Appointment scheduling and calendar management system with patient self-booking, automated reminders, Outlook Calendar sync, and capability-based availability for staff, rooms, and equipment. Used by fertility clinic administrators and care teams.
• wawa Consent Digital consent form solution with electronic signatures, document prefill, autosign for care teams, automated reminders, audit trails, and HFEA-compliant document templates. For fertility clinics handling patient consent documents.
• wawa Finance OS End-to-end billing and payment solution with automated invoicing, quote generation, credit notes, payment reminders, dunning flows, Adyen/Stripe payment processing, and Xero accounting integration for fertility clinics.
• Cryo Management Digital cryopreservation billing and storage management platform with automated billing cycles, inventory tracking, consent management, and renewal reminders. Used by fertility clinics managing stored gametes and embryos.
• EMR / Electronic Medical Records Complete electronic medical record system built specifically for IVF clinics with treatment cycle management, medication tracking, and embryology tools. For fertility clinic clinical staff.
• wawa Patient App Mobile application for patients (iOS 13.0+ and Android 7.0+) to manage appointments, communicate with clinics, view results, and make payments. Patients receive an invite from their clinic to connect.
• Cycle Management Treatment cycle tracking and management from protocol decision to final outcome with structured phase-based layout, predefined protocol templates, stimulation tracking, gametes management, and outcome documentation for IVF and other fertility treatments.
• Embryology & Lab Laboratory workflow tools for embryologists including embryo development tracking, gamete management, culture documentation, and grading. Used by fertility clinic lab staff.

Quantifiable outcome

• 37% increase in patient satisfaction for clinics switching from 1st generation apps
• +5 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core.

• AdyencoreTechnology or IntegrationAdyen serves as the payment processor for Wawa fertility's Finance OS, enabling acceptance of all payment types globally including credit cards, Apple Pay, Google Pay, and terminal payments in-clinic. Patients can pay via app, web portal, or clinic terminals.
• StripecoreTechnology or IntegrationStripe is supported as a payment processor for receiving payments, working alongside Adyen to provide flexible payment processing options for fertility clinics using the platform.
• XerocoreTechnology or IntegrationXero integration allows clinics to sync invoices, payments, and statuses directly with their accounting software. Wawa also provides CSV export for other accounting tools.
• IntercomcoreTechnology or IntegrationWawa manages customer support through Intercom. Partner clinics can reach out with questions or support needs. The company tracks support metrics including first response time and customer satisfaction ratings through the platform.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• EngagedMD: Patient engagement and electronic consent platform focused on fertility clinics. Direct overlap with Wawa's Consent and patient communication modules, serving the same IVF clinic customer base.
• eIVF (PracticeHwy): Established fertility-specific EMR and practice management software serving IVF clinics. Most direct competitor with a longer operating history, overlapping on EMR, cycle management, and billing functionality.
• Meditab Software (FertilityEHR): Provides FertilityEHR specialty electronic health record system for fertility clinics. Competes directly on EMR, cycle management, and clinical workflow features for the same vertical.

Emerging players

• ART Compass: Emerging fertility-focused software platform serving IVF clinics with cycle and lab management tools. Less mature than Wawa but targeting the same niche vertical with overlapping feature set.
• BabySpan: Patient-facing fertility app and clinic software platform. Partial overlap with Wawa's patient app and clinic management features, particularly strong on the consumer/patient engagement side.
• Bonzun: Sweden-based fertility and pregnancy health platform. Adjacent to Wawa's space with overlap in patient-facing fertility tools and clinic support, though smaller scale and less clinic-OS focused.

Broad incumbents

• Athenahealth: Large healthcare IT platform serving ambulatory practices including some fertility clinics. Broader portfolio than Wawa, lacking fertility-specific cycle management but offers scale and integration advantages.
• Epic Systems: Dominant hospital and large-practice EHR vendor. Some fertility clinics use Epic, representing a potential competitor or partner depending on fertility module investments Epic makes.
• eClinicalWorks: Major ambulatory EHR vendor competing for fertility clinic business. Broader healthcare IT offering but lacks fertility-specific cycle management depth that Wawa provides.
• NextGen Healthcare: Ambulatory EHR and practice management vendor with some specialty fertility deployments. Competes indirectly on practice management, scheduling, and billing functionality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wawafertility
• Instagraminstagram.com/wawa_fertility

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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 Wawa Fertility