Assisting Nature

What Assisting Nature does

Assisting Nature (legal name: Assisting Nature IVF & Genetics) is a Greek private fertility clinic network founded circa 2010 in Thessaloniki, operating three clinic locations in Thessaloniki, Larissa, and Ioannina with a headcount of 11-50 employees. The company delivers a full spectrum of assisted reproduction technology (ART) services, including natural conception counseling, intrauterine insemination (IUI), in vitro fertilization (IVF) with ICSI, preimplantation genetic diagnosis/screening (PGD/PGS), egg donation, surrogacy, genetic material cryopreservation via vitrification, microsurgical sperm retrieval (microTESE/TESE), and supporting diagnostics (hysteroscopy, laparoscopy, semen analysis, hormonal and genetic testing). Its embryology laboratory is built around safety-and-precision equipment including RI Witness RFID sample tracking, OCTAX Log & Guard continuous monitoring, individual benchtop incubators per patient, HEPA-filtered positive-pressure airflow, and antimicrobial Corian surfaces, yielding reported outcomes such as 97% embryo survival after vitrification and >60% sperm retrieval in non-obstructive azoospermia.

The business model is direct-to-consumer medical services: revenue is generated per treatment cycle and procedure, with hybrid bundled packages such as 'Package In vitro 2 in one' and 'Package natural cycle 3 in one' complementing single-cycle pricing. Pricing is quote-based and not publicly disclosed. The clinic operates a primary doctor-nurse care model with personalized monitoring and a psychological support program, targeting couples with infertility (the primary segment), single individuals pursuing parenthood, and international patients — the latter coordinated through a multilingual website in 7-8 languages and dedicated patient coordinators, with documented patient flow from 19 countries including Australia, USA, Serbia, Poland, and France.

Go-to-market relies on a digital-first, multilingual acquisition engine (website, blog, webinars, podcasts, social media), testimonial-driven PR, and a partnership layer including Egg Donation Friends, IVF Media, First Class Greece, and a strategic collaboration with IASO Thessaly for the Larissa unit. The clinic operates under multiple stacked regulatory and quality certifications (ISO 15224:2014, ISO 9001:2015, EU Tissue & Cell Product Compendium authorization, EFS Certificate, GDPR compliance), and claims 6,270 couples treated with 1,527 babies born across 12 years of operation. The company is privately held with no disclosed external funding, ownership changes, or institutional investor involvement.

Name

Assisting Nature

Legal name

Assisting Nature IVF & Genetics

Website

https://assistingnature.gr

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Assisting Nature is a Greek private fertility clinic network operating in Thessaloniki, Larissa, and Ioannina, delivering a full range of assisted reproduction services — including IVF, ICSI, egg donation, surrogacy, PGD/PGS, and microTESE — to domestic and international patients from 19 countries.

Ownership category

akta.pro rank

Product category

Fertility and Reproductive Healthcare Services

NAICS

Family Planning Centers (621410)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Fertility, Reproductive Endocrinology & IVF Centers (HLAFAJAD)

akta.pro secondary industries

Reproductive Endocrinology & Infertility (IVF/Fertility) (HLAKAJAC), Fertility/IVF & Reproductive Tourism Agencies (THAKAIAF)

Keywords

• Fertility treatment services
• In vitro fertilization
• Assisted reproduction technology
• Fertility diagnostics
• Egg donation services

Headquarters

HQ city

Pilaía

HQ country

Greece

HQ region

Europe

Offices3 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: Direct medical service fees for fertility treatments including consultations, diagnostic tests, procedures (IVF, IUI, egg donation, surrogacy), and assisted reproduction laboratory services. Revenue is generated through per-treatment cycles and associated medical procedures.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Assisting Nature is a private fertility clinic network operating three locations in Greece (Thessaloniki, Larissa, Ioannina) that delivers assisted reproduction treatments including IUI, IVF with ICSI, egg donation, surrogacy, preimplantation genetic diagnosis, and genetic material cryopreservation, alongside diagnostic examinations (male and female fertility workups, semen analysis, hysteroscopy, laparoscopy) and psychological support programs. Services are delivered through a state-of-the-art embryology laboratory with RI Witness RFID tracking, OCTAX monitoring, individual patient incubators, and vitrification cryopreservation achieving 97% embryo survival.

Product overview

Assisting Nature is an IVF and Genetics clinic offering a comprehensive portfolio of fertility services across three clinic locations (Thessaloniki, Larissa, and Ioannina). The core offering centers on assisted reproduction treatments including Natural Conception guidance, Intrauterine Insemination (IUI), In Vitro Fertilization (IVF) with ICSI, Preimplantation Genetic Diagnosis/Screening (PGD/PGS), egg donation, surrogacy, and genetic material cryopreservation. Supporting services include male and female fertility examinations, semen analysis, hysteroscopy, laparoscopy, ovarian stimulation protocols, oocyte retrieval with embryotransfer, microTESE/TESE for sperm retrieval, and psychological support programs. The clinic also offers bundled IVF packages (In vitro 2 in one, natural cycle 3 in one) and operates an embryology laboratory with state-of-the-art equipment for blastocyst culture, sperm selection methods (IMSI, PICSI, DFI), and vitrification. The facility operates according to ISO 15224:2014 and ISO 9001:2015 quality management systems and serves patients from 19 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Conception Fertility consultation and guidance service focused on understanding natural menstrual cycles, ovulation timing, and fertile days to help couples achieve pregnancy naturally. Designed for couples seeking non-invasive fertility optimization.
• Female Fertility Examination Comprehensive female fertility assessment including medical history review, pelvic exam, Pap smear, transvaginal ultrasound, hormone testing (AMH, FSH, LH), thyroid function tests, hysterosalpingogram, karyotype testing, hysteroscopy, and laparoscopy. For women undergoing fertility evaluation.
• Male Fertility Examination Complete male fertility investigation including semen analysis, hormonal testing, genetic testing (karyotype, Yq-microdeletion, cystic fibrosis mutation), scrotal ultrasound, urine analysis, DNA fragmentation testing, and FNA or microTESE for azoospermia cases. For men undergoing fertility workup.
• Semen Analysis Laboratory examination of sperm parameters including volume, pH, concentration, total sperm count, motility, morphology, and round cell presence, performed according to WHO 2010 strict criteria. For male fertility evaluation.
• Hysteroscopy Endoscopic procedure serving as gold standard for assessment of the endometrial cavity, enabling visualization of endocervical lumen, endometrial cavity, and fallopian tube openings. Indicated for repeated IVF failures, recurrent miscarriages, and suspected endometrial polyps.
• Laparoscopy Minimally invasive endoscopic procedure examining abdominal organs (uterus, fallopian tubes, ovaries, liver, intestines) through small incisions. Used for infertility investigation, endometriosis, ovarian cysts, fibromyomas, tubal patency testing, and ectopic pregnancy.
• Ovarian Stimulation Protocols Medication protocols using gonadotropins and other hormones to stimulate controlled ovarian hyperstimulation for IVF treatment cycles, lasting approximately 12-14 days with monitoring every 2-3 days. For IVF patients.
• Oocyte Retrieval and Embryo Transfer Surgical egg collection procedure under mild sedation with ultrasound guidance, followed by embryo transfer via catheter under abdominal ultrasound guidance with embryologist verification of all transferred embryos. For IVF cycle patients.
• Intrauterine Insemination (IUI) Simplest and most cost-effective fertility method involving insertion of enriched semen into the female uterus with a catheter. Includes natural cycle, clomiphene/letrozole, and hormone stimulation protocols with pregnancy rates of 12-18%. For couples with mild infertility factors.
• In Vitro Fertilization (IVF) Full IVF treatment including ovarian stimulation, oocyte retrieval, and fertilization using conventional IVF or ICSI methods, with embryo evaluation on days 3 and/or 5, assisted hatching, and embryo transfer. For couples requiring assisted fertilization.
• Preimplantation Genetic Diagnosis (PGD/PGS) Genetic testing of embryos at day 3 or blastocyst stage including PGD for couples carrying genetic diseases (Thalassemia, Cystic Fibrosis, Spinal Muscular Atrophy) and PGS for infertile couples with recurrent IVF failures, advanced maternal age, or repeated pregnancy loss. Also includes polar body biopsy.
• Genetic Material Cryopreservation Cryopreservation of embryos, oocytes, and sperm using vitrification technique with 97% embryo survival rate, stored in liquid nitrogen at -196°C for up to 5 years (extendable by 5 more years under Greek law). For fertility preservation.
• Egg Donation Donor egg therapy for women with advanced reproductive age, premature ovarian failure, ovarian damage, cancer treatment-related damage, egg quality problems, or genetic conditions. Includes thorough donor screening per Greek legislation and matching process.
• Surrogacy IVF-based surrogacy treatment where intended parents undergo IVF cycles and resulting embryos are transferred to a surrogate mother who carries the pregnancy. The surrogate is not genetically or legally related to the child.
• Psychological Support Program Comprehensive psychological counseling including pre-treatment counseling, one-to-one supportive counseling, couples counseling, support groups, and seminars/workshops addressing emotional impact, relationship issues, and coping strategies for fertility treatment.
• microTESE / Testicular Biopsy (TESE) Microsurgical sperm retrieval (microTESE) using high-powered surgical microscope for non-obstructive azoospermia, or classical TESE for testicular tissue collection, with over 50% successful retrieval rate. For men with azoospermia.
• IVF Treatment Packages Innovative bundled service packages including 'Package In vitro 2 in one' and 'Package natural cycle 3 in one' offering cost-effective combinations of services for egg collection and fertility treatment cycles.

Quantifiable outcome

• 6270 couples treated with 1527 babies born
• +4 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• IASO ThessalycoreStrategic or Co-development PartnerStrategic collaboration with IASO Thessaly group in Larissa. Assisting Nature established a brand new, state-of-the-art Assisted Reproduction Unit within IASO Thessaly, transferring knowledge and expertise to serve couples in the Thessaly region without requiring travel to Thessaloniki or Athens.
• Egg Donation FriendsminorGTM or Marketing PartnerPartner network for egg donation services, promoting the clinic as a trusted destination for international patients seeking egg donation treatment.
• IVF MediaminorGTM or Marketing PartnerMedia partner for fertility-related content and awareness.
• First Class GreeceminorGTM or Marketing PartnerTourism and concierge services partner supporting international patients with travel and accommodation arrangements.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• IVI-RMA Global (Eugin Group): One of the largest global fertility clinic networks, operating across Europe, the Americas, and the Middle East. Directly comparable as a multi-country IVF/ICSI/egg donation provider, but with materially greater scale, capital base, and geographic reach than Assisting Nature.
• Eugin (part of IVI-RMA): European fertility clinic group with strong cross-border patient flow into Spain and Italy. Comparable to Assisting Nature in its international-patient-led model but operates at a larger scale and was acquired by a strategic consolidator.
• Medicover Fertility: Operates fertility clinics across Central and Eastern Europe. Comparable in service mix (IVF, IUI, egg donation, PGD) and in serving patients across borders, but with a multi-country platform and institutional capital that Assisting Nature currently lacks.
• CARE Fertility: One of the UK's largest fertility clinic networks with full IVF/ICSI/PGD service portfolios. Comparable in service breadth and clinical positioning, though serving primarily a domestic UK patient base rather than a cross-border model.

Emerging players

• Apricity (formerly OVUM): Europe-based fertility treatment provider combining in-clinic services with a digital patient platform. Comparable in serving cross-border fertility patients in Europe, but differentiated by its digital-first patient experience model.

Direct peers

• Institute of Life (IASO Group): Greek fertility center within the IASO hospital group, offering IVF and genetic services. Notably a partner of Assisting Nature in Larissa and a direct competitive peer in the broader Athens/Thessaloniki fertility market.
• EmbryoClinic: Greek fertility clinic in Thessaloniki offering IVF, egg donation, and surrogacy with multilingual patient support. Direct peer competing in the same city and the same international fertility tourism segment.
• Newlife IVF Greece: Greek fertility clinic offering IVF, IUI, egg donation, and surrogacy with a similar international-patient focus. Most direct domestic competitor to Assisting Nature, competing for the same cross-border fertility tourism demand.
• Instituto Bernabeu: Spanish fertility clinic specializing in IVF, egg donation, and PGD with a strong international patient department. Directly comparable as a mid-sized European clinic competing for cross-border fertility tourism demand.

Others

• Genea Biomedx: Provider of ART lab equipment, consumables, and technology (incubators, time-lapse, vitrification). Not a clinical peer but a direct supplier of the type of embryology lab technology that Assisting Nature uses to differentiate its laboratory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/AssistingNature
• YouTubeyoutube.com/channel/UCbD2NydPXEsFTRZOS7edBJg
• Facebookfacebook.com/assistingnature
• LinkedInlinkedin.com/company/assisting-nature?

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Assisting Nature