Genea

What Genea does

Genea is an Australian fertility services provider operating 20+ clinics nationwide. Originally founded in 1986 as Sydney IVF and rebranded as Genea, the company delivers a comprehensive range of assisted reproductive services including IVF, ICSI, IUI, ovulation induction, fertility preservation (egg and sperm freezing), preimplantation genetic testing (PGT-A, PGT-M, PGT-SR), donor programs, surrogacy arrangements, and fertility counselling. The company reports 40,000+ families supported and approximately 5 births per day. Leadership comprises CEO Tomas Stojanov, Chief Scientific Officer Dr Dean Morbeck, and Associate Professor Gavin Sacks (joined 2025), supported by a network of 50+ affiliated fertility specialists across 251–500 total employees.

Genea's core proprietary technology is the Geri embryo incubator, a time-lapse incubation system that enables undisturbed embryo culture and continuous morphological assessment. The company extends its clinical platform with patient-facing mobile applications (Grow by Genea and MyGenea) for cycle tracking and engagement, and has integrated cloud-native access control (Illumia partnership) into its operational stack. Cross-border patient flow is supported through a GenPrime international fertility network partnership.

Revenue is generated through direct per-cycle patient payments for IVF/ICSI/IUI, fees for fertility preservation, preimplantation genetic testing, donor matching, and recurring cryopreservation storage fees. Australian patients access services via Medicare rebates and private health insurance, which materially shape unit economics. The go-to-market is consumer-direct via owned clinics and specialist affiliates, with international patient acquisition via GenPrime and digital channels. Customer concentration is low; revenue is geographically concentrated in Australia, with international tailwinds via GenPrime. The February 2025 cyber breach is a material operational and reputational risk that the Illumia access-control deployment is designed to mitigate.

Name

Genea

Legal name

Genea Pty Limited

Website

https://genea.com.au

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

251–500 employees

Short description

Genea is an Australian fertility services provider operating 20+ clinics nationwide, offering IVF, ICSI, IUI, fertility preservation, preimplantation genetic testing, and donor programs. Founded in 1986 as Sydney IVF, the company has supported 40,000+ families using proprietary Geri time-lapse embryo incubation technology and a network of 50+ fertility specialists.

Ownership category

akta.pro rank

Product category

Fertility Healthcare Services

NAICS

Family Planning Centers (621410), Family Planning Centers (62141)

akta.pro primary industry

Fertility, Reproductive Endocrinology & IVF Centers (HLAFAJAD)

akta.pro secondary industries

Prenatal, Newborn & Reproductive Diagnostics (NIPT, IVF/PGT, newborn screening) (HLAAALAJ), Reproductive Endocrinology & Infertility (IVF/Fertility) (HLAKAJAC)

Keywords

• IVF treatment
• Fertility clinic
• Genetic testing
• Fertility preservation
• Assisted reproduction

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fertility Treatment Services: Genea generates revenue through providing fertility treatments including IVF, ICSI, IUI, ovulation induction, and related procedures. Services are partially rebatable through Medicare and private health insurance.
2. Fertility Preservation Storage: Annual fees for ongoing storage of frozen eggs, sperm, and embryos in liquid nitrogen. Storage fees contribute to recurring revenue.
3. Genetic Testing Services: Revenue from genetic carrier screening, PGT-A, PGT-M, and PGT-SR testing. Core 3-gene screen is bulk-billed with Medicare; expanded screening (500+ conditions) costs approximately $500-$1000 per person.
4. Medicare and Private Health Insurance Rebates: Patients receive partial Medicare rebates for consultations, blood tests, ultrasound monitoring, and procedures. Private health insurance may cover additional aspects of treatment.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Genea operates a network of fertility clinics in Australia providing IVF and assisted reproductive technology services, including IVF treatment, ICSI, genetic testing, donor services, and surrogacy. The company also develops proprietary fertility technology such as the Geri incubator for embryo culture.

Product overview

Genea Fertility is Australia's leading fertility network providing a comprehensive suite of assisted reproductive technology services. The offering consists of core fertility treatments including IVF, IUI, ICSI, ovulation induction, and fertility preservation (egg and sperm freezing). Genetic services encompass carrier screening, preimplantation genetic testing (PGT-A, PGT-M, PGT-SR), and genetic counselling. Donor programs cover both sperm and egg donation, alongside surrogacy support. The service is enhanced by proprietary technology including the Geri time-lapse embryo incubator, patient mobile applications (Grow by Genea and MyGenea), and an educational on-demand webinar platform. Counselling services provide emotional support throughout the fertility journey.

Differentiator

Problem solved

Functional benefit

Brands

• FertilitySA: Adelaide-based fertility clinic operating under Genea brand
• Grow by Genea
• MyGenea

Products and services

• IVF treatment In vitro fertilisation treatment cycles for individuals and couples experiencing infertility, delivered through Genea's network of Australian fertility clinics.
• ICSI (intracytoplasmic sperm injection) Specialised IVF procedure where a single sperm is injected directly into an egg, used in cases of male factor infertility or previous IVF failure.
• Genetic testing Preimplantation genetic testing and related genetic screening services provided as part of the IVF treatment pathway to identify chromosomal or single-gene conditions in embryos.
• Donor services Donor egg, sperm, and embryo programs to support patients who cannot use their own gametes, including access to donor banks and matching services.
• Surrogacy services Gestational surrogacy arrangements coordinated by Genea for patients who are unable to carry a pregnancy themselves.
• Geri time-lapse incubator Proprietary bench-top embryo incubation system with time-lapse imaging that provides individual patient incubation and undisturbed embryo culture conditions; used within Genea's clinical IVF laboratory workflow.

Quantifiable outcome

• 56.6% births per complete egg retrieval cycle for patients under 35 (vs 47.9% national average)
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• GenPrimecoreStrategic or Co-development PartnerGenPrime, the clinic brand of Rhea Fertility led by CEO Margaret Wang, formed a partnership with Genea Fertility in Australia as part of its cross-border fertility network. The network spans Malaysia, Thailand, the US, and the Philippines, with Singapore pending licensing. Genea provides fertility treatment services for GenPrime's international patients referred to Australia.

Scale indicators8 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• Bump: Newer Australian fertility entrant positioning on streamlined patient experience and transparent pricing. Competes for the same direct-to-consumer patient base as Genea, particularly in metro markets.

Direct peers

• Virtus Health: ASX-listed Australian fertility group operating brands including Adora Fertility and Queensland Fertility Group. Directly competes with Genea on IVF cycles, success rates, and clinic network breadth across Australia.
• Flinders Fertility: Adelaide-based fertility clinic overlapping directly with Genea's FertilitySA presence in South Australia. Comparable service set including IVF, ICSI, and fertility preservation for the Adelaide catchment.
• Fertility First: Sydney-based fertility clinic offering IVF, ICSI, and donor services in the same metro market as Genea's seven Sydney clinics. Direct head-to-head competitor for patients in greater Sydney.
• Monash IVF Group: ASX-listed Australian IVF clinic network and Genea's most direct domestic competitor, offering IVF, ICSI, genetic testing, and fertility preservation across a comparable nationwide footprint. Comparable patient mix, pricing model, and Medicare-dependent revenue base.
• Care Fertility: UK-based fertility clinic group with national footprint offering IVF, ICSI, and genetic services. Comparable service portfolio and patient-journey focus to Genea, useful as a non-Australian peer benchmark.
• City Fertility: Australian fertility clinic network offering IVF, ICSI, donor programs, and fertility preservation. Competes with Genea across multiple metro and regional markets with overlapping service portfolios.
• The Fertility Centre: Australian fertility clinic group providing low-cost IVF and bulk-billed specialist services. Directly comparable in service offering and patient demographic targeting within Australia.

Broad incumbents

• Boston IVF: Established US fertility clinic network operating across multiple states with comparable IVF, ICSI, genetic testing, and egg freezing offerings. Useful cross-market comparable for clinic operating model and tech-enabled patient experience.
• CCRM Fertility: US-based fertility clinic network with proprietary lab science capabilities and strong brand in reproductive medicine. Comparable in scale and technology focus to Genea, and a relevant international benchmark for expansion ambition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@GeneaFertility
• Instagraminstagram.com/geneafertility
• Xx.com/GeneaFertility
• Facebookfacebook.com/GeneaFertility
• LinkedInlinkedin.com/company/genea

Revenue estimate

Valuation estimate

Number of profiles

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 Genea