Anova Fertility & Reproductive Health

What Anova Fertility & Reproductive Health does

Anova Fertility & Reproductive Health is a privately-held, full-service fertility and IVF clinic network operating across Ontario, Canada. Founded in 2016 by Dr. Marjorie Dixon, a Reproductive Endocrinology and Infertility specialist, the company runs five clinic locations — North York, downtown Toronto, Guelph, Waterloo, and Sudbury (via partnership with NEO Women's Health Centre) — serving individuals and couples experiencing infertility, 2SLGBTQI+ families, cancer patients seeking fertility preservation, and women electing to delay childbearing through egg freezing. Core clinical offerings include Fertility Assessments, Intrauterine Insemination (IUI), In Vitro Fertilization (IVF), Ovulation Induction, Egg Freezing, Oncofertility, Donor-Assisted Fertility, and Integrated Healthcare support services. The platform is anchored by an in-house embryology laboratory featuring time-lapse embryo incubators, pristine cleanroom airflow technology, modern ICSI stations, vitrification-based cryopreservation with 24/7-monitored storage, and Preimplantation Genetic Testing (PGT-A, PGT-M, PGT-SR).

Anova generates revenue through a hybrid model: publicly-funded cycles under the Ontario Fertility Program (OFP), private-pay cycles priced at $13,999 CAD per IVF cycle (plus medication of $5,000-$9,000+) and $8,999 CAD per egg-freezing package, employer-sponsored benefits routed through partnerships with Carrot, Progyny, and major Canadian employers, patient financing through Beautifi (up to $50,000 CAD), annual storage fees of $695 CAD, and ancillary oncofertility, donor, surrogacy, and IV-therapy services. Patient acquisition is sales-led and physician-referral-driven through faxed referrals and the Ocean eReferral Network, augmented by direct self-referral intake, multilingual staff supporting 30+ languages, free initial consultations via Zoho Bookings, and ongoing media presence including Television and parenting publications.

The clinic has been the named beneficiary of three successive Ontario government funding expansions — $250M CAD in 2024, $50M CAD in November 2025, and $100M CAD announced April 2026 — that collectively expand the publicly funded IVF pool Anova draws from. No private equity backing, public listing, or acquisition activity is disclosed, and Dr. Dixon continues to lead the business as Founder, CEO, and Medical Director.

Name

Anova Fertility & Reproductive Health

Legal name

Anova Fertility & Reproductive Health

Website

https://anovafertility.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Anova Fertility & Reproductive Health is a privately-held Ontario fertility and IVF clinic network operating five locations across Ontario, offering IVF, IUI, egg freezing, oncofertility, donor services, and 2SLGBTQI+ family building through an advanced in-house embryology laboratory, serving individuals, couples, and employer-insured patients.

Ownership category

akta.pro rank

Product category

Fertility Clinic & Reproductive Health Services

NAICS

Family Planning Centers (621410), Medical and Diagnostic Laboratories (62151), Blood and Organ Banks (621991)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093), Services-Medical Laboratories (8071)

akta.pro primary industry

Fertility, Reproductive Endocrinology & IVF Centers (HLAFAJAD)

akta.pro secondary industries

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

Keywords

• Fertility treatments
• In vitro fertilization
• Egg freezing services
• Assisted reproductive technology
• Fertility clinic services

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ontario Fertility Program (OFP) Funded IVF: Government-funded fertility treatments including IUI and IVF covered by the Ontario Ministry of Health for eligible Ontario residents (OHIP holders under age 43). Anova is one of the original funded centres and continues to receive government funding allocations.
2. Private Pay Fertility Services: Self-pay revenue from fertility treatments not covered by government funding or insurance. Services include IVF ($13,999), egg freezing packages, FET, PGT-A, and various diagnostic tests.
3. Insurance/Employer Benefits Coordination: Revenue from patients whose employers provide family forming benefits. Anova works with benefits providers including major Canadian employers (RBC, CIBC, TD, Sunlife, Manulife, etc.) and specialty providers like Carrot and Progyny.
4. Financing Services: Partnership with Beautifi Solutions providing patient financing up to $50,000. While Anova receives full payment upfront, this enables higher-value treatments for patients who otherwise could not afford them.
5. Oncofertility Services: Fertility preservation for cancer patients. OHIP covers egg and sperm freezing for medical reasons (cancer treatment), with patients paying for storage and medications separately.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Anova Fertility & Reproductive Health operates a full-service fertility clinic network delivering assisted reproductive technology treatments including In Vitro Fertilization (IVF), Intrauterine Insemination (IUI), egg freezing, fertility assessments, ovulation induction, oncofertility preservation, donor-assisted reproduction, and 2SLGBTQI+ family-building services. The clinic operates five Ontario locations with an in-house advanced embryology laboratory equipped with time-lapse incubators, cleanroom airflow, ICSI systems, and preimplantation genetic testing capabilities, supported by the Ontario Fertility Program (government-funded IVF pathways) and employer-sponsored benefit coordination.

Product overview

Anova Fertility & Reproductive Health operates as a comprehensive fertility clinic network offering a unified platform of clinical services built around assisted reproductive technology. The core offering centers on In Vitro Fertilization (IVF) with integrated laboratory services, supported by complementary diagnostic and treatment services including Fertility Assessments, Egg Freezing, IUI, Ovulation Induction, and Onco Fertility preservation. The company provides specialized third-party reproduction services (Donor Assisted Fertility, 2SLGBTQI+ Family Building) and holistic support through Integrated Healthcare and IV Therapy. All services are delivered through an advanced embryology laboratory featuring time-lapse incubation, PGT-A testing, and secure cryostorage, with government-funded treatment options through the Ontario Fertility Program. The clinic was founded by Dr. Marjorie Dixon in 2016 and operates multiple locations across southwestern Ontario.

Differentiator

Problem solved

Functional benefit

Products and services

• Fertility Assessments Comprehensive fertility evaluation service involving physical exam, medical history review, and diagnostic testing for individuals and couples to assess reproductive health and create personalized fertility plans. Includes partner testing when applicable.
• Egg Freezing Fertility preservation service involving hormone stimulation, egg retrieval, and vitrification freezing for future use, packaged at $8,999 CAD with the first year of storage included. The full process takes 4-6 weeks and is targeted at women who want to preserve fertility options.
• In Vitro Fertilization (IVF) Advanced assisted reproductive technology service involving ovarian stimulation, egg retrieval, laboratory fertilization, embryo culture, optional preimplantation genetic testing, and embryo transfer, priced at $13,999 CAD per IVF cycle (excluding medications). Includes ICSI-IVF option for male factor infertility.
• Intrauterine Insemination (IUI) Artificial insemination procedure placing washed sperm directly into the uterus to increase pregnancy chances, often combined with ovulation induction medications. Covered by the Ontario Fertility Program for eligible patients.
• Ovulation Induction Medication-based fertility treatment using clomiphene citrate, letrozole, or injectable gonadotropins (FSH) to stimulate multiple egg development per cycle, monitored through ultrasounds and blood tests. Often used as part of an egg retrieval cycle.
• Onco Fertility (Fertility Preservation for Cancer Patients) Time-sensitive fertility preservation service for cancer patients and survivors, covering cryopreservation of eggs, sperm, or embryos before cancer treatment. Priority appointments are offered to accommodate treatment-start timelines, and OHIP covers egg and sperm freezing for medical indications.
• Donor Assisted Fertility Third-party reproduction service offering gestational surrogacy, donor sperm, and donor eggs, including fertility law consultation and agency partnerships for donor/surrogate matching.
• 2SLGBTQI+ Family Building Inclusive fertility care program for the 2SLGBTQI+ community, including donor eggs, donor sperm, gestational surrogacy, fertility law support, and multilingual care options. Drawn from international patient base across Canada, the United States, EU/UK, and Australia.
• IV Therapy for Fertility Intravenous vitamin and nutrient infusion service designed to boost immunity, improve energy, reduce stress, and optimize fertility for both men and women, including B complex, vitamin C, calcium, zinc, L-Carnitine, and L-Glutathione.
• Sperm Freezing Cryopreservation service for sperm including initial semen collection and up to 1 year of secure storage, priced at $850 CAD.
• Preimplantation Genetic Testing (PGT-A) Embryo biopsy and genetic testing service to identify chromosomal abnormalities (aneuploidy) and select embryos with the highest potential for successful pregnancy, priced at $5,000 CAD for up to 5 embryos.
• Cryopreserved Specimen Storage Annual subscription service for storage of frozen embryos, eggs, and sperm in secure, 24/7 video and temperature-monitored cryostorage tanks, priced at $695 CAD per year.

Quantifiable outcome

• 80% chance of conceiving using frozen eggs for women ages 30-37
• +2 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NMT (New Marketing Technology)coreStrategic or Co-development PartnerPartnership for surrogate search tools and support. NMT offers tools to help intended parents connect with potential surrogates through social media outreach, personalized profiles, and collaboration with third-party agencies, providing guidance throughout the surrogacy search process.
• Ocean Referral NetworkcoreChannel Partner/ Reseller/ DistributorElectronic referral network enabling referring physicians to submit patient referrals online through the Ocean platform, streamlining the referral process for healthcare providers.
• Carrot and ProgynycoreChannel Partner/ Reseller/ DistributorSpecialty fertility benefit providers that employers can use to supplement their health insurance coverage. These providers offer comprehensive fertility benefits programs covering IVF, egg freezing, surrogacy, and donor services.
• Fertility MattersminorStrategic or Co-development PartnerNational charity that helps Canadians reach their reproductive health goals by promoting equal access to fertility treatments and providing support, awareness, information, and education.
• NEO Women's Health Centre (Sudbury)minorChannel Partner/ Reseller/ DistributorPartnership with NEO Women's Health Centre in Sudbury provides satellite monitoring services for patients in the Northern Ontario region, enabling Anova to serve patients outside major urban centres.
• Novotel (North York)minorOthersPreferred hotel partner for patients traveling to the North York location. Patients receive discounted rates at the Novotel conveniently located next to the clinic using code SCP1511603 and Access code AN723CA658.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Olive Fertility Centre: Vancouver-based fertility clinic with a reputation for advanced technology and inclusive care for LGBTQ+ families. Comparable to Anova in service breadth and inclusive positioning, though operating in Western Canada.
• CReATe Fertility Centre: Toronto-based fertility clinic and research center offering IVF, donor services, and advanced reproductive technologies. Competes with Anova in the Greater Toronto Area for both government-funded and private-pay fertility patients.
• Mount Sinai Fertility: Toronto-based fertility clinic affiliated with Sinai Health, offering comprehensive IVF and fertility services. Competes with Anova for Ontario patients and benefits from hospital-affiliated brand credibility.
• Markham Fertility Centre: Full-service fertility clinic serving the York Region east of Toronto. Competes with Anova's North York location for patients in the GTA, offering comparable IVF, IUI, and fertility preservation services.
• TRIO Fertility: Ontario-based fertility clinic offering IVF, IUI, egg freezing, and PGT services with multiple Toronto-area locations. Directly competes with Anova for OFP-funded cycles and private-pay patients in the same geography.
• LifeQuest Centre for Reproductive Medicine: Canadian fertility clinic network offering IVF and reproductive services across Ontario. Directly competes with Anova in the Ontario fertility market and participates in the Ontario Fertility Program.

Regional players

• Pacific Centre for Reproductive Medicine (PCRM): Western Canadian fertility clinic offering IVF, IUI, and egg freezing. Comparable to Anova in service offerings but operates primarily in British Columbia and Alberta rather than Ontario.

Others

• Carrot Fertility: Specialty fertility benefits provider partnered with Anova for employer-sponsored coverage. Relevant as a channel partner and comparable benefits-platform peer rather than a direct clinical competitor.

Emerging players

• Kindbody: US-based fertility and family-building platform with employer-sponsored benefit partnerships (similar to Anova's Carrot/Progyny relationships). Comparable in employer-benefits GTM motion and tech-forward positioning, though operating in the US market.

Broad incumbents

• CCRM Fertility: Large US fertility clinic network known for advanced lab technology, PGT capabilities, and high-volume IVF. Comparable to Anova in lab-driven differentiation and technology emphasis, but at significantly larger national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@anovafertility
• LinkedInlinkedin.com/company/anovafertility
• Xx.com/AnovaFertility

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds2 records

Investors2 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 Anova Fertility & Reproductive Health