Cherish-UK

What Cherish-UK does

Cherish-UK Ultrasound Scans Limited is a private, founder-operated pregnancy and fertility scanning clinic based at 24 High Street, Sutton Coldfield, approximately 8 miles from Birmingham city centre. Founded in 2011 and CQC-registered (location 1-1993194726), the clinic operates a direct-to-consumer self-pay model with no GP referral required, serving three core patient segments: expectant mothers seeking pregnancy reassurance and dating scans, individuals and couples requiring fertility monitoring and treatment support, and women with gynaecological concerns. The business has built a notable niche serving UK patients undergoing IVF and fertility treatment abroad, maintaining scan and blood test results that are emailed directly to over 30 partner clinics across Spain, Greece, Cyprus, Czech Republic, Turkey, the USA and other jurisdictions.

The clinic's service portfolio spans core ultrasound scans (viability, dating, reassurance, gender, follicle tracking, antral follicle count, endometrial thickness, aquascan), advanced reproductive diagnostics (SQA-Vision automated semen analysis, Endometrial Receptivity Analysis, EndomeTRIO, NK Cell biopsy), procedural services (endometrial scratch, intralipid infusion, neupogen administration, mock transfer, coil removal), a comprehensive blood testing menu with same-day results available for select tests, fertility health check packages, and private prescription services. Underlying technology comprises standard diagnostic transabdominal and transvaginal ultrasound imaging supplemented by the SQA-Vision Sperm Quality Analyser for WHO 5th Edition-aligned semen analysis. All services are delivered from a single physical clinic by qualified sonographers and specialist nurses under consultant oversight.

Revenue is generated entirely through transactional, per-service pricing ranging from £40 (individual blood tests) to £1,400 (EndomeTRIO), with most core scans priced between £80 and £400 and bundled package options (e.g., Follicle Tracking Package £200 for three scans; Combined Couple Fertility Health Check £485). Non-refundable deposits are required for premium services and remain valid for 4-6 months. The go-to-market is direct self-referral via telephone, email, or online booking, supplemented by word-of-mouth, Google reviews, patient testimonials, and inbound referrals from the international fertility clinic partner network. Marketing investment appears modest and focused on reputation and content rather than paid acquisition, consistent with the clinic's 2016 FSB MicroBusiness of the Year designation and founder/owner-operated character.

Name

Cherish-UK

Legal name

Cherish-UK Ultrasound Scans Limited

Website

https://cherish-uk.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Cherish-UK is a private, founder-operated pregnancy and fertility scanning clinic in Sutton Coldfield, Birmingham, offering self-pay ultrasound scans, blood tests, and fertility treatment support to UK patients, including those undergoing IVF abroad.

Ownership category

akta.pro rank

Product category

Private Fertility and Pregnancy Diagnostic Scanning

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro industry

PRIMARYHLAKAJAL

Gynecology (General Non-Obstetric Care)

Healthcare & Life Sciences/Specialist Medical Practice/Obstetrics & Gynecology (OB/GYN)

Keywords

• Pregnancy ultrasound scans
• Fertility scanning services
• Gynaecology diagnostics
• Semen analysis testing
• Private health clinic

Headquarters

HQ city

Sutton Coldfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Ultrasound Scanning Services: One-time fee per scan/service including pregnancy scans (viability, dating, gender, reassurance), fertility scans (follicle tracking, antral follicle count, endometrial thickness, aquascan), and gynaecology scans. Prices range from £80-£400 per service.
2. Blood Testing Services: Same-day blood result service available for select tests (Monday-Friday, excluding Bank Holidays) with £25 courier charge. Wide range of fertility, gynaecology and pregnancy blood tests priced individually from £40-£160.
3. Semen Analysis: Comprehensive male fertility testing at £170, including automated analysis of semen volume, pH, morphology, motility and liquefaction using SQA-Vision technology.
4. Follicle Tracking Package: Course of 3 follicle tracking scans during the same cycle for £200, with additional scans at £50 each.
5. NK Cell Biopsy Test: Monday to Friday: £650. Saturday to Sunday: Not available. Includes £100 non-refundable deposit at booking.
6. Endometrial Receptivity Analysis (ERA): £1200 Monday to Friday (Saturday & Sunday not available). Includes £100 non-refundable deposit. Results valid for up to 2 years.
7. EndomeTRIO Test: Comprehensive endometrial testing at £1400 Monday to Friday.
8. Fertility Health Check Packages: Female fertility health check at £285, Male fertility health check at £200, Combined female and male at £485.
9. PCOS Health Check: Comprehensive polycystic ovarian syndrome health check at £300.
10. Prescription Services: Private prescriptions from £35 for single item plus £5 per additional item. Foreign prescription conversion at £35 for one item plus £5 each additional. Postage £11.50 additional.
11. Intralipid Infusion: Intralipid Infusion at £200-£230 depending on type and whether patient supplies medication. Includes half to two hours infusion time.
12. Endometrial Scratch: £200 total with £50 non-refundable deposit at booking and £150 on day of procedure.
13. Neupogen Administration: Monday - Friday: £200 with £50 non-refundable deposit and £150 balance on day.
14. Coil Removal: Monday - Friday: £130 total including ultrasound scan and coil removal, with £30 non-refundable deposit.
15. Injection Services: Injection administration at £25 per injection, or £35 for injection training for self-administration.
16. Remote Consultations: Remote consultation following pregnancy loss at £80 (20 minutes, Monday to Thursday 1pm-3pm).
17. Heartbeat Bears: Keepsake recordings of baby's heartbeat in bear form.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Cherish-UK is a private pregnancy and fertility scanning clinic providing diagnostic ultrasound scans and related clinical services in Sutton Coldfield. Its offering spans pregnancy scans (viability, dating, reassurance, gender), fertility scans and procedures (follicle tracking, antral follicle count, semen analysis, endometrial scratch, ERA testing), gynaecology scans (including coil removal), blood tests, and fertility health check packages. Services are delivered on a self-referral basis to individuals and couples in the UK Midlands and those undergoing fertility treatment abroad.

Product overview

Cherish-UK is a private pregnancy and fertility scanning clinic offering a comprehensive suite of diagnostic ultrasound and medical services. The core offering comprises three main service pillars: pregnancy scanning services (including Reassurance, Viability, Dating, Gender Identification, and NIPT tests), fertility scanning services (including Antral Follicle Count, Follicle Tracking, Semen Analysis, and endometrial assessments), and gynaecology services. Additional offerings include specialised procedures such as Endometrial Scratch, ERA testing, Natural Killer Cell Biopsy, and Intralipid Infusion for fertility treatment support. The clinic also provides blood testing services, fertility health checks for individuals and couples, prescription services, and remote consultations. The product portfolio operates as a unified clinical service rather than a modular software platform, with services designed to support patients throughout their fertility and pregnancy journey, from initial assessments through treatment support.

Differentiator

Problem solved

Functional benefit

Products and services

• Pregnancy Ultrasound Scanning Services Range of private pregnancy scans including Reassurance Scans (from 6 weeks), Viability Scans, Dating Scans (using Crown Rump Length), Gender Identification Scans (from 16 weeks), Cervical Length Scans, Non-Invasive Prenatal Testing (NIPT), Miscarriage Investigations, and Group B Streptococcus Swabs. Designed for expectant mothers seeking scans beyond or in addition to NHS provision.
• Fertility Ultrasound Scanning Services Complete range of fertility scans including Antral Follicle Count Scan, Follicle Tracking Scans (single and 3-scan package), Endometrial Thickness Scan, Follicular Growth and Endometrial Thickness Scan, Aquascan/Saline Scan, and Pre-Treatment Scan for patients undergoing IVF abroad. Targeted at individuals and couples trying to conceive or undergoing fertility treatment.
• Semen Analysis Automated male fertility test using the SQA-Vision Sperm Quality Analyser to assess semen volume, pH, sperm count, motility, morphology and liquefaction according to WHO criteria. Priced at £170 including home sample postage option.
• Fertility Health Check Packages Bundled fertility assessments for individuals and couples including Female Fertility Health Check (£285: transvaginal scan, AMH blood test, consultation), Male Fertility Health Check (£200: semen analysis), and Combined Female and Male Fertility Health Check (£485).
• PCOS Health Check Comprehensive polycystic ovarian syndrome assessment at £300 including transvaginal scan, blood tests for PCOS markers, and full consultation with Consultant/Specialist Nurse.
• Endometrial Receptivity Analysis (ERA) and EndomeTRIO Specialist endometrial tests: ERA (£1,200) analysing 236 genes to determine personalised embryo transfer timing and EndomeTRIO (£1,400) combining ERA with additional endometrial receptivity assessments. Results valid for up to 2 years.
• Natural Killer Cell Endometrial Biopsy Uterine biopsy test measuring NK cell levels to assess the immune system's role in recurrent implantation failure or miscarriage. Priced at £650 Monday to Friday with £100 non-refundable deposit.
• Endometrial Scratch Procedure scratching the uterine lining to provoke a repair reaction aimed at increasing embryo implantation rates. Priced at £200 with £50 non-refundable deposit.
• Intralipid Infusion Intravenous infusion of soy bean oil and egg phospholipids intended to suppress NK cell activity and support implantation and ongoing pregnancy. Priced from £180 to £230 depending on duration and whether the patient supplies medication.
• Neupogen (Filgrastim) Administration Intrauterine administration of Neupogen around embryo transfer during IVF cycles, priced at £200 Monday to Friday with £50 non-refundable deposit.
• Mock Transfer Trial run of the actual embryo transfer procedure to determine the best route for embryo placement and identify potential complications. Priced at £100 Monday to Friday.
• Blood Testing Services Comprehensive blood testing across fertility, gynaecology and pregnancy including AMH (£120), BhCG (£55), Full Blood Count (£45), Blood Group (£55), Chlamydia (£65), HIV/Hepatitis/Syphilis panel (£160), FSH/LH/Progesterone/Oestradiol/Prolactin (£40 each), Vitamin D (£70), and many others. Same-day results available Monday-Friday with £25 courier charge.
• Gynaecology Scanning Services Gynaecology ultrasound scans to assess the womb and ovaries for women experiencing pain, abnormal bleeding, heavy periods or irregular periods. Includes the Ziwig Endotest (endometriosis test) for early diagnosis of endometriosis.
• Coil Removal Private IUD (coil) removal service at £130 total, including an ultrasound scan to assess placement prior to removal and a £30 non-refundable booking deposit.
• Injection Administration and Training Administration of fertility medication injections (£25 each) or one-to-one training for self-administration (£35). Supports patients undergoing IVF or other fertility treatments.
• Private Prescriptions Service Private prescription service for fertility medications, including foreign prescription conversion. From £35 for the first item plus £5 per additional item, with optional Royal Mail signed delivery at £11.50.
• Remote Consultations 20-minute remote consultations for pregnancy-related concerns including those following pregnancy loss (£80) and remote consultation for Hyperemesis Gravidarum. Available Monday-Thursday 1pm-3pm.
• Heartbeat Bears Keepsake teddy bears that record and play back the baby's heartbeat as a memento product.

Quantifiable outcome

• Same-day blood test results available for select tests (Monday-Friday, excluding Bank Holidays)
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

38 partnerships are on record, tiered core and minor.

• Instituto Bernabeu (Spain)coreStrategic or Co-development PartnerInternational fertility clinic partnership. Cherish-UK provides ultrasound scanning services and blood tests for UK patients undergoing fertility treatment at Instituto Bernabeu in Spain. Results are emailed directly to the clinic.
• Newlife IVF CliniccoreStrategic or Co-development PartnerInternational fertility clinic partnership providing scanning services for UK patients undergoing egg donation and fertility treatment abroad.
• IVF LifecoreStrategic or Co-development PartnerFertility clinic partnership. IVF Life operates in Spain with cutting-edge technology. Cherish-UK provides monitoring scans for UK patients with egg bank of 500 donors from various ethnicities.
• Pelargos IVF (Greece)coreStrategic or Co-development PartnerPremier fertility centre in Greece offering personalized assisted reproductive treatment, IVF services, egg donation programs, surrogacy solutions, and advanced gynecological care.
• Your IVF Journey (Czech Republic)coreStrategic or Co-development PartnerExclusive UK agent for a leading Czech Republic fertility clinic. Coordinates treatment and supports patients emotionally throughout the process.
• Miracle IVF Centre (Cyprus)coreStrategic or Co-development PartnerIVF clinic in Cyprus run by Dr Firdevs with over 12,000 tailor-made fertility solutions provided since 2008. Success rates up to 90% for special treatments including IVF, Egg Donation, Sperm Donation, and PGD/PGS.
• Kyrenia IVF Center (Northern Cyprus)coreStrategic or Co-development PartnerExtensive gynecology, obstetrics and IVF hospital with state-of-the-art laboratory, operating room, procedure rooms and patient rooms. Focus on patient satisfaction with OBGYN/IVF Specialist Dr. Verda Tunçbilek.
• Serum Biomedical Institute (Greece)coreStrategic or Co-development PartnerOne of Europe's foremost fertility specialist (IVF) centres. Diagnoses and treats difficult infertility cases including women with multiple conception failure, miscarriage, and other infertility disorders.
• Aagaard Clinic (Denmark)coreStrategic or Co-development PartnerEstablished in 2004 in Aarhus, Denmark. Assisted with over 3,000 births. Experienced in Insemination, IVF, ICSI, TESA, Egg donation, PGT, Social Freezing, and Evita Test.
• Justin Chu Fertility (UK)coreStrategic or Co-development PartnerIVF Consultant based in Sutton Coldfield, Birmingham who aims to ensure fertility patients receive the best possible care.
• Nadiya Clinic of Reproductive Medicine (Ukraine)coreStrategic or Co-development PartnerModern assisted reproductive technology clinic. Founders of modern reproductive medicine in Ukraine with over 15 years of ART experience.
• Cyprus IVF Centre (North Cyprus)coreStrategic or Co-development PartnerOnly hospital in Cyprus with EmbryoScope incubator. Performs over 1,000 IVF cycles annually with highest success rates on the island. Offers IVF, Egg Donation, Tandem Cycle, PGD treatments.
• Surrogacy Center 'Success' (Cyprus/Greece/Georgia)minorStrategic or Co-development PartnerPioneer in latest technological and genetic innovations for IVF processes and surrogacy programs in Cyprus, Greece and Georgia.
• Reproclinic (Spain)minorStrategic or Co-development PartnerSpain's trusted IVF clinic offering compassionate care and holistic fertility solutions in Barcelona.
• Dogus IVF Center (Cyprus)minorStrategic or Co-development PartnerIVF centre providing consultancy services for egg donation, sperm donation, embryo donation and IVF treatments with gender selection.
• ReproGenesis (Czech Republic)coreStrategic or Co-development PartnerModern reproductive clinic in Czech Republic with sophisticated egg, sperm, and embryo donor program. State-of-the-art equipment with expert professionals.
• Gyncentrum Clinic (Poland)minorStrategic or Co-development PartnerTop fertility treatment facility in Poland located in Katowice and Krakow. Offers cutting-edge treatments including ICSI and IMSI techniques.
• Fertility First UKminorStrategic or Co-development PartnerNot For Profit Organisation partnered with fertility experts, charities, clinics, and forums. Focuses on fertility assistance at pre-conception, conception, and post-conception stages.
• Klinikk Hausken (Norway)minorStrategic or Co-development PartnerLargest private IVF clinic in Norway providing individualized care with newest technology and years of expertise.
• Dunya IVF Clinic (Cyprus)minorStrategic or Co-development PartnerWomen's health and IVF centre with well-equipped laboratory, friendly experienced staff, and hygienic modern clinic.
• FIV Marbella (Spain)minorStrategic or Co-development PartnerNew concept assisted reproduction clinic with multidisciplinary team of professionals with over 20 years experience. Highly trained embryologists.
• VITA Reproductive Medicine (Spain)minorStrategic or Co-development PartnerMultidisciplinary team centre integrated within a hospital environment. Includes gynecologists, embryologists, geneticists, urologists, and psychologists.
• IVF Turkey (Turkey)minorStrategic or Co-development PartnerFirst IVF clinic in Turkey operating since 1989 with 30 years experience. One of top countries for fertility treatments performing over 80,000 cycles annually.
• Sanatorium Repromeda (Czech Republic)minorStrategic or Co-development PartnerPrivate clinic helping infertile couples with longstanding program oriented on reproductive biology and genetics.
• Barbados Fertility CentreminorStrategic or Co-development PartnerFertility centre offering cutting edge fertility treatments with holistic therapies, low prices, and treatment in a tropical paradise. Success rates above UK and USA average.
• Shady Grove Fertility (USA)minorStrategic or Co-development PartnerAmerica's largest and most progressive fertility centre performing over 4,000 IVF cycles including 700 egg donation cycles annually.
• Institut Marques (UK/Dublin/Spain)minorStrategic or Co-development PartnerIntegrated centre with internationally recognized reputation in obstetrics, gynecology and assisted reproduction. Strong international program.
• The Fertility Institutes (USA/Mexico/India)minorStrategic or Co-development PartnerWorld renowned infertility and IVF programs with leading egg donor, surrogacy and gender selection options.
• The Fertility Center of Las Vegas (USA)minorStrategic or Co-development PartnerEstablished in 1988, helping create thousands of families with exceptional reproductive services including in-vitro fertilization.
• Crete Fertility Centre (Greece)minorStrategic or Co-development PartnerInternational level fertility centre with state-of-the-art facilities. Egg donation and embryo donation programs available.
• Klinika Bocian (Warsaw, Poland)minorStrategic or Co-development PartnerWide range of medical services centered around fertility treatment, gynecology and obstetrics including in vitro fertilization and insemination.
• From Bumps2Babies (UK)minorStrategic or Co-development PartnerLeading provider of private midwifery/Doula services and positive birth preparation classes in West Midlands.
• The Fertility Medication Centre (UK)coreStrategic or Co-development PartnerSocially responsible organisation providing affordable fertility medication to patients undergoing treatment, making it more accessible.
• Cyprus IVF HospitalminorStrategic or Co-development PartnerPart of Famagusta Medical Center serving private medical sector in Northern Cyprus since 1995 with expert physician staff and state-of-the-art products.
• Vita Altera (Northern Cyprus)minorStrategic or Co-development PartnerIVF and fertility clinic providing services in accordance with laws and ethical rules, reaching high pregnancy rates.
• Future Health Biobank (UK)coreStrategic or Co-development PartnerUK's largest family cord blood bank with over 150,000 samples stored since 2002. Offering 10% discount to Cherish-UK patients for stem cell banking services.
• Reprofit International (Czech Republic)minorStrategic or Co-development PartnerFounded in 2006 as first clinic in Czech Republic with specialized team for egg donation program. Specialists gained experience at clinics in Czech Republic and abroad.
• Trianglen Fertility Clinic (Denmark)minorStrategic or Co-development PartnerEstablished in 1993, one of oldest and largest fertility clinics in Scandinavia. Experienced in Insemination, IVF, ICSI, TESA, Egg donation/Double Donation.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ultrasound Direct: UK-wide network of private ultrasound clinics providing pregnancy, fertility, gynaecology, and health screening scans on a self-referral basis. Overlaps directly with Cherish-UK's pregnancy/fertility/gynaecology scanning pillars and self-pay booking model, with greater geographic coverage.
• Window to the Womb: National UK private ultrasound franchise offering pregnancy, gender, and 4D scans on a self-pay, self-referral model. Directly comparable to Cherish-UK on target customer (expectant parents), service mix (private reassurance, dating, gender scans), and direct-to-consumer booking model, though more geographically distributed via franchisees.
• Babybond Ultrasound: UK private ultrasound clinic network focusing on pregnancy, fertility, and women's health scans with self-referral booking. Closely comparable service portfolio and target customer to Cherish-UK, operating a similar self-pay, GP-referral-not-required model.
• UltraScan (Private Ultrasound): UK private ultrasound clinic specializing in pregnancy and women's health scans. Directly comparable on service offerings and self-referral D2C model to Cherish-UK, with similar procedure pricing and same-day reporting.
• The Birth Company: London-based private pregnancy and gynaecology ultrasound clinic offering reassurance, dating, gender, and NIPT scans. Comparable to Cherish-UK on service mix, self-referral model, and pregnancy-focused service pillars, although concentrated in London rather than the Midlands.
• First Encounters Ultrasound: UK private ultrasound provider offering pregnancy reassurance, gender, 4D, and early scans with self-pay booking. Directly comparable service category and target market to Cherish-UK, particularly on reassurance and bonding scans.

Broad incumbents

• CREATE Fertility: Established UK IVF and fertility treatment provider that performs its own ultrasound monitoring and blood tests as part of IVF cycles. Comparable to Cherish-UK on the fertility monitoring workflow, but operates as a full-service IVF clinic rather than a scan-only specialist, making it both a competitor for monitoring and a potential referral partner.
• CARE Fertility: One of the UK's largest private IVF clinic groups, offering full fertility treatment cycles including monitoring scans and blood tests. Adjacent competitor on monitoring services, and a likely referrer or competitor depending on patient geography.
• TFP (The Fertility Partnership): Pan-European fertility clinic group with UK sites providing IVF, ICSI, and fertility diagnostics including monitoring scans. Larger, multi-site incumbent competing for the same UK self-pay IVF/fertility patient pool that feeds Cherish-UK's scan volumes.

Emerging players

• The Fertility & Gynaecology Academy: London-based private fertility and gynaecology clinic offering diagnostic scans, fertility assessment, and treatment. Comparable niche of diagnostic and fertility-support services with a more gynaecology-focused positioning; partially overlaps with Cherish-UK's gynaecology pillar.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CherishUK1
• LinkedInlinkedin.com/company/cherish-uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Cherish-UK