Wisconsin Fertility Institute

What Wisconsin Fertility Institute does

Wisconsin Fertility Institute (WFI) is a single-location, independent reproductive medicine clinic founded in 2007 and headquartered at 3146 Deming Way in Middleton, Wisconsin, operating as a subsidiary of publicly traded INVO Fertility. The practice delivers a comprehensive suite of fertility and gynecologic services spanning in-vitro fertilization (IVF, including routine IVF, micro IVF, and frozen embryo transfer), intrauterine insemination (IUI), ovulation induction, preimplantation genetic testing for aneuploidy and monogenic disorders (PGT-A and PGD), fertility preservation (egg freezing and onco-fertility cryopreservation), advanced gynecology care for hormonal disorders (PCOS, thyroid and pituitary disorders, pubertal disorders), minimally invasive gynecologic surgery, and third-party reproduction services (egg donation, embryo donation, frozen donor sperm, gestational carrier coordination). Clinical care is delivered by a small, specialist-led team of two reproductive endocrinologists (Dr. Gretchen Collins and Dr. Meghan Ogden), an embryologist/lab director (Dr. Wael Megid, directing a College of American Pathologists-accredited laboratory), and two CRNAs, supported by nursing, patient coordination, and in-house financial counseling staff.

The clinic monetizes services on a fee-for-service, per-cycle basis with consultations at $250, IVF/Micro IVF/egg-freezing/FET packages priced on request, and recurring revenue from cryostorage subscriptions (donor sperm storage $400/year). Patient financing is enabled through partnerships with CapexMD and Future Family, and in-network insurance relationships with Dean Health and Group Health Cooperative help lower out-of-pocket burden. The care-delivery platform combines an on-site, CAP-accredited embryology lab and state-of-the-art surgical center with a Doxy.me-powered telehealth consultation layer and an Nth Technology-hosted patient portal — providing regional reach across the Midwest from a single physical site. Patient acquisition is generated predominantly by physician referrals across the Midwest (where WFI is positioned as a destination independent practice accepting all referrals) plus direct self-referred patients entering via the website portal and supported by patient-testimonial video content, disease-education resources, and an active community/pro bono outreach program in Haiti with Family Health Ministries.

Recent operational positioning reflects a modernization posture rather than expansion: in October 2025 the parent INVO Fertility announced deployment of the Heidi Health AI-powered clinical documentation platform at WFI to automate physician note-taking — a software-led efficiency lever to increase patient throughput within the existing micro-clinic footprint. INVO Fertility's parallel acquisition of Indiana-based Family Beginnings places WFI inside a broader corporate consolidation thesis in the U.S. regional fertility-clinic sector, while WFI itself retains brand-level independence under its parent.

Name

Wisconsin Fertility Institute

Legal name

Wisconsin Fertility Institute

Website

https://wisconsinfertility.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Wisconsin Fertility Institute is a single-location, independent fertility center in Middleton, Wisconsin, offering IVF, IUI, micro-IVF, egg freezing, fertility preservation, third-party reproduction, and gynecologic surgery to individuals and couples across the Midwest.

Ownership category

akta.pro rank

Product category

Reproductive Health Services

NAICS

Outpatient Care Centers (6214), Ambulatory Health Care Services (621)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Reproductive Endocrinology & Infertility (IVF/Fertility) (HLAKAJAC)

akta.pro secondary industry

Fertility, Reproductive Endocrinology & IVF Centers (HLAFAJAD)

Keywords

• Fertility treatment services
• In vitro fertilization
• Reproductive endocrinology
• Third party reproduction
• Gynecologic surgery

Headquarters

HQ city

Middleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations

Revenue model

1. Fertility Treatment Services: Revenue generated from a comprehensive suite of fertility treatments including IVF, IUI, ovulation induction, egg freezing, fertility preservation for cancer patients, surgical care, and advanced gynecology care. Services are provided at the clinic's state-of-the-art facility.
2. Third-Party Reproduction Services: Revenue from egg donation, embryo donation, frozen donor sperm programs, and gestational carrier coordination services. These services involve multiple touchpoints and payments across screening, matching, legal contracts, and treatment cycles.
3. Cryopreservation and Storage: Fees for egg, embryo, and sperm cryopreservation and long-term storage. Cryopreservation straw storage is included up to 6 eggs for egg freezing packages, with additional charges for more. Embryo cryopreservation includes storage for up to 4 embryos.
4. Financial Assistance / Financing: Partnership with CapexMD and Future Family for fertility financing plans, providing patients with payment plan options. WFI receives full payment from financing partners who then collect from patients over time.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Wisconsin Fertility Institute operates a fertility center offering in-vitro fertilization (IVF), micro IVF, intrauterine insemination (IUI), ovulation induction, egg freezing, fertility preservation for cancer patients, and FemaSeed fallopian tube insemination. The clinic also provides advanced gynecology care, minimally invasive gynecologic surgery, third-party reproduction services (egg donation, embryo donation, gestational carriers, frozen donor sperm), and genetic testing of embryos (PGT-A/PGD) through an on-site surgical center and laboratory in Middleton, Wisconsin.

Product overview

Wisconsin Fertility Institute is a single-location fertility center offering a unified suite of fertility and reproductive health services. The core offering centers on fertility care — in-vitro fertilization (IVF), micro IVF, intrauterine insemination (IUI), ovulation induction, and the FemaSeed fallopian tube insemination device — complemented by advanced gynecology care and surgical services. Third-party reproduction services (egg donation, embryo donation, gestational carriers, frozen donor sperm) and fertility preservation (egg freezing and cancer patient preservation) extend the portfolio. Ancillary digital services include a patient portal for medical records and scheduling, and a telehealth platform via Doxy.me for virtual consultations. Financial assistance is available through CapexMD and Future Family partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Fertility Care Comprehensive medical and surgical infertility treatment including IVF, ovulation induction, and IUI for individuals and couples facing infertility.
• In-Vitro Fertilization (IVF) Full-range IVF services including routine IVF, micro IVF, aggressive stimulation for embryo cryopreservation, PGD, PGT-A, and frozen embryo transfer for patients needing assisted conception.
• FemaSeed Advanced insemination treatment using balloon technology to place sperm directly into the fallopian tube for natural fertilization, available as a premium alternative to IUI.
• Advanced Gynecology Care Treatment of women's hormonal issues including irregular periods, polycystic ovarian syndrome (PCOS), thyroid and pituitary disorders, and pubertal disorders.
• Surgical Care Minimally invasive surgical treatment for gynecologic conditions including endometriosis, fibroids, ectopic pregnancy, abnormal uterine bleeding, ovarian cysts, myomectomy, and polypectomy.
• Egg Donation Program Third-party reproduction service providing anonymous and known egg donation options with donors selected from an internal pool or outside agencies for intended parents.
• Embryo Donation Program Donation of excess embryos to intended parents offering known and anonymous donation options in partnership with external embryo adoption agencies.
• Gestational Carrier Services Third-party reproduction services for patients unable to carry a pregnancy to term, working with known family members, friends, or agency-selected gestational carriers.
• Egg Freezing (Oocyte Cryopreservation) Fertility preservation service retrieving and freezing women's eggs for later use, including ultrasound, hormone tests, egg retrieval, cryopreservation (up to 6 eggs), and 1-year storage.
• Fertility Preservation for Cancer Patients Fertility preservation services for cancer patients undergoing treatment, freezing and storing sperm, testicular tissue, oocytes, and embryos in the on-site laboratory.

Quantifiable outcome

• Over 5,000 babies welcomed since opening in 2007
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered core and minor.

• Heidi HealthcoreTechnology or Integration · 27 October 2025INVO Fertility announced a strategic partnership with Heidi Health to integrate its AI-powered scribe platform at Wisconsin Fertility Institute. The AI tool automates clinical documentation, reducing administrative tasks for clinicians and allowing them to focus more on patient care.
• Family BeginningscoreStrategic or Co-development PartnerINVO Fertility expanded its presence by acquiring Indiana-based Family Beginnings, strengthening its regional footprint. This acquisition brings additional clinics under the INVO Fertility umbrella.
• Snowflakes Embryo AdoptionminorChannel Partner/ Reseller/ DistributorPartnered outside embryo adoption agency due to high demand and extensive in-house embryo donation program waitlist. WFI refers patients to Snowflakes Embryo Adoption as an alternative pathway for embryo adoption.
• National Embryo Donation CenterminorChannel Partner/ Reseller/ DistributorWFI partners with the National Embryo Donation Center to provide an alternative pathway for patients seeking embryo donation, given the high demand for in-house embryo donation services.
• Embryos AliveminorChannel Partner/ Reseller/ DistributorWFI refers patients to Embryos Alive as an external embryo adoption agency option due to the high demand and extensive in-house waitlist for embryo donation.
• Embryo Adoption Services of Cedar ParkminorChannel Partner/ Reseller/ DistributorWFI partners with Embryo Adoption Services of Cedar Park to expand patient options for embryo adoption given the in-house waitlist.
• Crystal Angels Embryo Adoption ServicesminorChannel Partner/ Reseller/ DistributorWFI partners with Crystal Angels Embryo Adoption Services as an external option for patients seeking embryo adoption.
• Embryo Donation InternationalminorChannel Partner/ Reseller/ DistributorWFI partners with Embryo Donation International as an external pathway for patients seeking embryo donation services beyond the in-house program.
• California CryobankminorChannel Partner/ Reseller/ DistributorWFI accepts frozen donor sperm from accredited sperm banks including California Cryobank (accredited by AATB or licensed by NYSDOH). WFI receives and stores sperm specimens for patient use.
• Fairfax CryoBankminorChannel Partner/ Reseller/ DistributorWFI accepts frozen donor sperm from accredited sperm banks including Fairfax CryoBank (accredited by AATB or licensed by NYSDOH). Specimens are shipped to and stored at WFI.
• Seattle Sperm BankminorChannel Partner/ Reseller/ DistributorWFI accepts frozen donor sperm from accredited sperm banks including Seattle Sperm Bank (accredited by AATB or licensed by NYSDOH).
• Biogenetics CorpminorChannel Partner/ Reseller/ DistributorWFI accepts frozen donor sperm from accredited sperm banks including Biogenetics Corp (accredited by AATB or licensed by NYSDOH).
• The Sperm Bank of CaliforniaminorChannel Partner/ Reseller/ DistributorWFI accepts frozen donor sperm from The Sperm Bank of California (accredited by AATB or licensed by NYSDOH).
• Dean HealthminorOthersWisconsin Fertility Institute accepts insurance from Dean Health, an in-network provider relationship that enables WFI patients to use Dean Health insurance coverage for fertility services.
• Group Health CooperativeminorOthersWisconsin Fertility Institute accepts insurance from Group Health Cooperative, an in-network provider relationship that enables WFI patients to use GHC insurance coverage for fertility services.
• Family Health MinistriesminorOthersWisconsin Fertility Institute is an active supporter of Family Health Ministries in Haiti, including the Blanchard Family Health Center, Family Health Ministries Orphanage in Fondwa, St. Antoine School, and The Carmelle Voltaire Women's Health Hospital.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Shady Grove Fertility: One of the largest U.S. fertility clinic networks with full-service IVF, IUI, third-party reproduction, and satellite locations across multiple states. Directly comparable to WFI in service mix and clinical model, but operates at significantly greater scale and geography.
• INVO Fertility (parent): Public parent company of Wisconsin Fertility Institute operating the INVO cell-culture-based fertility platform and consolidated clinic roll-ups. Included because WFI's standalone economics are intertwined with INVO's strategy and capital allocation.
• Boston IVF: Long-established regional fertility practice network in the Northeast offering the same core services as WFI (IVF, IUI, PGT, egg freezing, third-party reproduction). Comparable model, different geography.
• Reproductive Medicine Associates (RMA Network): Multi-site fertility practice network with full IVF/ART services, strong research arm (e.g., RMA of New Jersey), and physician referral-driven model similar to WFI's Midwest referral engine.
• CCRM (Colorado Center for Reproductive Medicine): National fertility network offering IVF, PGT, egg freezing, and fertility preservation across multiple U.S. metros. Comparable to WFI in comprehensive-service specialty fertility, with substantially broader geographic reach.

Direct peers

• New Hope Fertility Center: Independent specialty fertility clinic with emphasis on patient-friendly pricing and Mini-IVF/mild-stimulation protocols — directly parallel to WFI's Micro IVF positioning and cost-conscious positioning.
• San Diego Fertility Center: Independent reproductive endocrinology and fertility center offering IVF, IUI, egg freezing, donor services, and fertility preservation. Closely comparable in single-market, independent-practice specialty fertility positioning to WFI.
• Family Beginnings (INVO Fertility): Indiana-based fertility clinic acquired by INVO Fertility, WFI's parent. Offers IVF, IUI, donor services in a single regional specialty practice model directly analogous to WFI.

Others

• California Cryobank: Reproductive tissue bank providing donor sperm and cryopreservation services cited as an accredited partner to WFI. Comparable as an adjacent ecosystem participant in third-party reproduction and cryo-storage, though not a clinical competitor.

Regional players

• Fertility Centers of Illinois: Multi-site Midwest fertility practice in Illinois and surrounding states offering IVF, IUI, PGT, and third-party reproduction. Overlaps geographically with WFI's Midwest referral catchment area.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wisconsinfertilityinstitute
• LinkedInlinkedin.com/company/wisconsin-fertility-institute-middleton

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 Wisconsin Fertility Institute