What Melbourne IVF does

Melbourne IVF is a Victoria-based fertility clinic and operating brand of Virtus Health (ASX: VRT), Australia's largest fertility provider. Founded in 1982 and operating for more than 40 years, Melbourne IVF has helped create over 60,000 families and runs eight clinic locations across metropolitan Melbourne and regional Victoria, including a new state-of-the-art fertility precinct at Collingwood opening in 2025. Its core service is assisted reproductive technology — IVF, ICSI, IMSI, IUI, ovulation induction, frozen embryo transfer — augmented by fertility preservation (egg and sperm freezing, including medical and urgent pathways), a full donor programme (sperm, egg, embryo, surrogacy), pre-implantation genetic testing (PGT-A, PGT-M/PGT-SR), and diagnostic services such as AMH testing and semen analysis.

The clinic is differentiated by laboratory technology including EmbryoScope time-lapse embryo imaging, electronic specimen ID tracking, 24/7 embryo tank monitoring, and an ongoing randomised control trial on AI-driven embryo selection. The care model is built around a multidisciplinary team of CREI-certified fertility specialists, in-house Andrology/Embryology/Endocrinology scientists, nurses, donor coordinators, and accredited counsellors, with inclusive service delivery for heterosexual couples, LGBTQI+ patients, single women, and transgender individuals, plus Mandarin-speaking specialists for the Chinese-speaking community. Video consultations via Zoom extend reach beyond physical clinics.

Melbourne IVF generates revenue primarily on a per-cycle transaction basis for fertility procedures (with Medicare rebates applying to eligible services and Zip Money instalment plans available for out-of-pocket costs), plus per-test fees for diagnostics such as the A$95 AMH test. Patient acquisition is sales-led, driven by GP referrals (12-month GP referral / 3-month specialist referral validity for Medicare rebates), direct enquiries via a 1800 contact centre, online booking, GP education events (including RACGP-accredited masterclasses), community seminars, and awareness partnerships such as the 2025 ANPA fertility care partnership. Distribution runs through eight clinic locations and the broader 50+ location Virtus Health network, with no disclosed enterprise customer concentration.

Name

Melbourne IVF

Legal name

Melbourne IVF

Website

https://mivf.com.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Melbourne IVF is a Victorian fertility clinic and operating brand of Virtus Health, providing IVF, ICSI, fertility preservation, donor programmes, and genetic testing across eight Melbourne and regional Victoria locations, serving heterosexual couples, LGBTQI+ patients, single women, and transgender individuals.

Ownership category

akta.pro rank

Product category

Fertility and Reproductive Healthcare Services

NAICS

Family Planning Centers (62141)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Fertility, Reproductive Endocrinology & IVF Centers (HLAFAJAD)

akta.pro secondary industries

Reproductive Endocrinology & Infertility (IVF/Fertility) (HLAKAJAC), Fertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation) (HLALAHAA), Reproductive Endocrinology & Infertility (Endocrine) (HLAKADAI)

Keywords

• Fertility treatment services
• Assisted reproductive technology
• In vitro fertilization
• Fertility preservation services
• Preimplantation genetic testing

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices8 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 Procedures: Revenue from IVF, ICSI, IMSI, IUI, frozen embryo transfer, ovulation induction, and other assisted reproductive technology procedures. Medicare rebates apply to eligible services.
2. Fertility Preservation: Egg freezing, sperm freezing, and medical fertility preservation services for patients undergoing medical treatments that may affect fertility.
3. Donor Programme Services: Sperm donor, egg donor, and embryo donation programme services including donor recruitment, screening, and recipient treatment.
4. Genetic Testing Services: Pre-implantation genetic testing (PGT), NIPT prenatal screening, and carrier screening tests, with Medicare rebates available for genetic carrier screening from November 2023.
5. Consultations and Assessments: Initial and follow-up fertility specialist consultations, fertility assessments, semen analysis, and AMH testing. Medicare rebates apply with valid GP/specialist referrals.
6. Counselling Services: Psychological counselling and support services provided to patients, required by Victorian legislation for donor programme participants.
7. AMH Testing: Anti-Mullerian Hormone blood test for ovarian reserve assessment, priced at $95 and not covered by Medicare.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Melbourne IVF is a comprehensive fertility treatment centre providing a full spectrum of assisted reproductive technology (ART) services including IVF, ICSI, IMSI, IUI, ovulation induction and frozen embryo transfer, supported by fertility preservation (egg and sperm freezing), donor programmes (sperm, egg, embryo, and surrogacy), pre-implantation genetic testing, and integrated miscarriage care and counselling services. Treatments are delivered by CREI-certified fertility specialists, embryologists, andrologists, nurses, and counsellors across eight Melbourne and regional Victoria clinics, with AI-assisted embryo selection and EmbryoScope time-lapse imaging used to optimise embryo quality and pregnancy outcomes.

Product overview

Melbourne IVF is a comprehensive fertility treatment center offering a full spectrum of assisted reproductive technology services. The core offerings include IVF, ICSI, IUI, and IMSI treatments, supplemented by fertility preservation options (egg freezing, sperm freezing, medical fertility preservation). The clinic operates a complete donor programme covering sperm, egg, and embryo donation, as well as surrogacy services. Genetic testing capabilities include PGT-A and PGT-M for embryo screening. Diagnostic services encompass AMH testing, semen analysis, ovulation tracking, and natural killer cell testing. The organization provides integrated patient support through miscarriage care programs, fertility insights programs, and complementary therapies. All services operate under the Virtus Health parent organization with facilities across Victoria including the new East Melbourne fertility hub.

Differentiator

Problem solved

Functional benefit

Products and services

• IVF Treatment Standalone in vitro fertilisation procedure combining sperm and eggs in the laboratory to form embryos, with the highest-quality embryos transferred to the uterus. Intended for individuals and couples facing infertility such as blocked fallopian tubes, endometriosis, PCOS, or unexplained infertility.
• ICSI Treatment Intracytoplasmic sperm injection directly injecting a single sperm into each egg using sophisticated equipment. Recommended for male factor infertility cases including low sperm count or motility issues.
• IMSI Treatment Intracytoplasmic morphologically selected sperm injection using high-magnification sperm selection technology. Targets improved fertilisation outcomes in cases with male factor infertility through morphological sperm evaluation prior to injection.
• Artificial Insemination (IUI) Intrauterine insemination involving direct injection of prepared sperm into the uterus. Indicated for mild male factor infertility, single women using donor sperm, lesbian couples, and unexplained infertility.
• Frozen Embryo Transfer Embryo freezing and storage service followed by thawing and transfer in subsequent cycles. Used for surplus embryos from a fresh IVF cycle, fertility preservation planning, or deferred transfer for medical reasons.
• Ovulation Induction Medication-based treatment to stimulate ovulation in women with ovulation disorders such as PCOS or irregular cycles. Used as a first-line intervention before progressing to IVF or IUI.
• Egg Freezing Stimulated IVF cycle with egg collection followed by freezing (vitrification) of unfertilised eggs for future use. Intended for elective fertility preservation and medical fertility preservation.
• Sperm Freezing Male fertility preservation service involving collection, freezing, and storage of sperm samples. Indicated for men facing medical treatments that may affect fertility and for elective preservation.
• Medical Female Fertility Preservation Fertility preservation service for women facing medical treatments (such as chemotherapy or radiotherapy) that may affect fertility. Coordinates egg or embryo freezing ahead of treatment.
• Urgent Medical Fertility Preservation (NOTTCS Program) NOTTCS (Non-Oncology and Transplant Cancer Service) program for urgent medical fertility preservation. Time-critical fertility preservation pathway for patients facing imminent gonadotoxic treatment.
• Donor Sperm Program Access to clinic-recruited (de-identified) donor sperm and known donor sperm for fertility treatment. Indicated for single women, lesbian couples, and heterosexual couples with male factor infertility.
• Egg Donor Program Donor egg matching and cycle coordination service for recipients requiring donor eggs, including donor recruitment, screening, and recipient treatment coordination.
• Embryo Donation Embryo donation program for couples or individuals requiring donated embryos. Coordinates matching, counselling, and embryo transfer cycles using donated embryos.
• Surrogacy Program Surrogacy program for same-sex male couples, transgender individuals, and heterosexual couples with uterine-factor infertility. Coordinates the medical, legal, and counselling requirements for surrogacy arrangements.
• Pre-implantation Genetic Testing (PGT) Pre-implantation genetic testing including PGT-A (aneuploidy screening), PGT-M (monogenic disease testing), and PGT-SR (structural rearrangement testing). Screens embryos for chromosomal variations or specific genetic conditions prior to transfer.
• AMH Test Anti-Mullerian Hormone (AMH) blood test assessing ovarian reserve and remaining egg quantity. Priced at $95 out-of-pocket, not covered by Medicare. Indicated for women seeking fertility assessment.
• Semen Analysis Andrology laboratory analysis measuring sperm count, motility, morphology, and semen volume. Used as a primary male fertility assessment.
• Ovulation Cycle Tracking Accurate monitoring of ovulation timing for conception optimisation. Uses ultrasound and hormone tracking to identify the fertile window.
• Miscarriage Care Program Support program for couples who have experienced miscarriage, including diagnostic testing, monitoring, and specialised care during subsequent pregnancies. Includes recurrent miscarriage investigation and management.
• Fertility Insights Programme Six-step structured program helping patients understand factors affecting fertility and guiding the path to pregnancy. Designed as an educational engagement for prospective and current patients.

Quantifiable outcome

• Clinical pregnancy success rate surpassing the Australian median of 38% for women under 39 years
• +3 more outcomes

Named customers1 record

Segments8 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature7 records

Partnerships

Five partnerships are on record, tiered minor, notable and core.

• The Savoy Hotel, MelbourneminorOthers · 22 March 2025The Savoy Hotel at 630 Little Collins Street, Melbourne served as the venue for the Melbourne IVF East Masterclass GP education event on 22 March 2025.
• Australian Netball Players' Association (ANPA)notableGTM or Marketing Partner · 1 January 2025Melbourne IVF entered a pioneering fertility care partnership with the Australian Netball Players' Association (ANPA) — the first fertility care partnership of its kind in elite women's netball. Under the partnership, Australia's elite netballers receive free fertility health checks, putting fertility health on the agenda for professional players and strengthening Melbourne IVF's commitment to fertility awareness in young women.
• Virtus HealthcoreOthersMelbourne IVF is a division of Virtus Health, Australia's largest fertility provider. This relationship provides access to shared research, best practices, 50+ clinic locations across Australia, and the OneLab initiative connecting Virtus Health's laboratory network.
• Channel 9 (Nine Network)notableGTM or Marketing PartnerMelbourne IVF opened its doors to Channel 9's documentary crew for 'Big Miracles', a reality TV series following the full IVF journey of Australian families. The show ran for Season 1, Season 2, and Season 3, airing Wednesdays at 9pm on Channel 9 and raising public awareness of IVF and fertility challenges.
• Epworth Freemasons HospitalnotableOthersMelbourne IVF operates a fertility clinic at Epworth Freemasons in East Melbourne, providing access to hospital facilities for procedures and specialist care.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Monash IVF Group: ASX-listed (MVF) Australian fertility provider operating clinics across multiple states, directly competing with Melbourne IVF in the Melbourne and Victorian market with comparable IVF, ICSI, and genetic testing services.
• Genea: Australian fertility clinic network (formerly Sydney IVF) offering IVF, ICSI, PGT, and fertility preservation with multiple metropolitan clinics, directly competing with Melbourne IVF in the broader Australian ART market.
• Queensland Fertility Group: Large Queensland-based fertility provider that, like Melbourne IVF, sits within the Virtus Health network, offering a comparable suite of ART, donor, and preservation services and sharing research and laboratory best practices.

Regional players

• Flinders Fertility: Adelaide-based fertility clinic providing IVF, ICSI, and donor services in South Australia. Comparable in service offering but operates in a different geographic catchment to Melbourne IVF.
• TasIVF: Tasmania-based fertility provider offering IVF and ART services. Similar clinical model but confined to a smaller regional market, limiting direct head-to-head overlap with Melbourne IVF.
• Fertility North: Perth-based fertility clinic in Western Australia offering IVF, ICSI, and donor services. Similar clinical services to Melbourne IVF but limited geographic overlap given Western Australian focus.

Others

• Virtus Health: Parent operating company of Melbourne IVF and other Australian fertility brands (Queensland Fertility Group, IVF Australia, etc.). Indirect comparator given the shared services, labs, and research infrastructure that flow down to Melbourne IVF.

Broad incumbents

• Boston IVF: Large US fertility network offering comprehensive IVF, ICSI, PGT, and fertility preservation across multiple clinics. Comparable in service breadth and advanced lab capabilities, but operates in a different regulatory and geographic market.
• CCRM (Colorado Center for Reproductive Medicine): US fertility network with strong reputation for advanced reproductive technology, including IVF, genetic testing, and embryo science. Comparable to Melbourne IVF's positioning as a technology-forward fertility provider, but at a different geographic scale.
• IVI-RMA Global: One of the world's largest fertility groups with extensive IVF and ART capabilities across Europe, the Americas, and Asia. Comparable service offering and innovation profile, but operates globally rather than regionally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/melbourneivf
• Facebookfacebook.com/MelbourneIVF
• LinkedInlinkedin.com/company/melbourne-ivf
• Instagraminstagram.com/melbourneivf_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Melbourne IVF