First Step Fertility
First Step Fertility operates 14 bulk-billed IVF, ICSI, and FET clinics across QLD, NSW, VIC, and WA, offering eligible Australian patients fertility treatment with out-of-pocket costs under $2,000—roughly 75% less than full-fee clinics. Founded in 2017 and part of the City Fertility Network with CHA Medical Group.
- Company typePrivate
- Founded2017
- HeadquartersSouthport, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What First Step Fertility does
First Step Fertility is an Australian private healthcare company founded in 2017 that operates a network of 14 consulting clinics across Queensland, New South Wales, Victoria, and Western Australia, delivering bulk-billed IVF, ICSI, and frozen embryo transfer (FET) treatments to couples and individuals experiencing infertility. Its core clinical protocol uses fully stimulated IVF cycles—rather than mild stimulation—to maximize embryo yield, supported by affiliated RTAC-accredited City Fertility laboratories where egg collection, fertilization, embryo culture, and storage are performed; safety is reinforced by the RI Witness RFID tracking system and double-witnessing protocols at every critical stage.
The business model rests on Medicare bulk-billing: the majority of consultations, egg collection, embryo transfer, blood tests, and ultrasounds are billed directly to Medicare, leaving eligible patients with out-of-pocket costs under $2,000 per cycle—roughly 75% below the $9,000-$15,000 charged at full-fee clinics. Additional revenue comes from out-of-pocket fees for cycle management (~$291), day procedure centre fees ($0-$1,390), medications (~$150-$260), and ICSI fees (~$1,150 with ~$583-$613 out-of-pocket). Financial accessibility is extended through Humm interest-free 12-month payment plans (up to $5,000) and an exclusive Access My Super service enabling early superannuation release for treatment costs.
First Step Fertility is part of the City Fertility Network and operates in partnership with CHA Medical Group, a global fertility and women's health leader, providing international clinical expertise and credibility. Patient acquisition is direct-to-consumer: free initial fertility consultations, 24/7 online booking via MyHealth1st, GP referral pathways, and digital marketing emphasizing affordability. The company is privately held with no disclosed ownership, revenue, or funding; it has grown from a QLD-only operation in 2017 to a four-state network by 2024, with no public listing or institutional investor information available in the source material.
First Step Fertility firmographics
Firmographics- Name
- First Step Fertility
- Legal name
- First Step Fertility
- Website
- https://firststepfertility.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- First Step Fertility operates 14 bulk-billed IVF, ICSI, and FET clinics across QLD, NSW, VIC, and WA, offering eligible Australian patients fertility treatment with out-of-pocket costs under $2,000—roughly 75% less than full-fee clinics. Founded in 2017 and part of the City Fertility Network with CHA Medical Group.
- Ownership category
- akta.pro rank
First Step Fertility industry classification
Industry- Product category
- Fertility Treatment Services
- NAICS
- Family Planning Centers (621410)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011)
- akta.pro primary industry
- Fertility, Reproductive Endocrinology & IVF Centers (HLAFAJAD)
- akta.pro secondary industry
- Reproductive Endocrinology & Infertility (IVF/Fertility) (HLAKAJAC)
Keywords
Where First Step Fertility is headquartered
LocationHeadquarters
- HQ city
- Southport
- HQ country
- Australia
- HQ region
- Oceania
Offices13 records
Markets served
First Step Fertility business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Medicare Bulk-Billed Services: Majority of services bulk-billed directly to Medicare, with patients only paying out-of-pocket costs for non-Medicare-covered items such as day procedure fees, medications, and cycle management fees. Revenue derived from Medicare rebates on consultations, egg collection, embryo transfer, blood tests, and ultrasounds.
- Out-of-Pocket Patient Payments: Patients pay out-of-pocket for cycle planning and management ($291), day procedure centre fees ($1,390 for egg collection, $0-$360 for transfer), medications ($150-$200), and optional services. These represent direct revenue from patients not covered or fully covered by Medicare.
- ICSI Treatment Services: Specialized ICSI procedure with fees of $1,150 and out-of-pocket cost of $582.95 (or $612.95 in WA), providing additional revenue stream for male factor infertility cases.
- Interest-Free Payment Plans: Partnership with Humm enables patients to pay over 12 months interest-free for treatment costs. First Step Fertility benefits from immediate full payment while patients get extended payment terms, facilitated through Certegy Ezi-Pay.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Pay-as-you-go | Bulk-Billed IVF Cycle - Complete treatment under $2,000 out-of-pocket |
| Hybrid | Pay-as-you-go | ICSI Treatment - Specialized male infertility procedure |
| Transaction based/ take rate | Monthly | Humm Interest-Free Payment Plan - 12-month installment option |
| Hybrid | Pay-as-you-go | Frozen Embryo Transfer (FET) - Future cycle costs |
| Freemium | Pay-as-you-go | Free Initial Fertility Consultation |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
First Step Fertility product offering
Product offeringCore offering
First Step Fertility operates a network of bulk-billed fertility clinics across Australia providing In Vitro Fertilisation (IVF), Intracytoplasmic Sperm Injection (ICSI), and Frozen Embryo Transfer (FET) treatments. The company delivers fully stimulated IVF cycles with out-of-pocket costs under $2,000, performing procedures at affiliated RTAC-accredited City Fertility laboratories across 14 clinic locations in QLD, NSW, VIC, and WA.
Product overview
First Step Fertility is a bulk-billed IVF clinic network offering affordable fertility treatments across Australia. The core service portfolio consists of three main treatments: Bulk-Billed IVF (fully stimulated cycle), ICSI (for male infertility), and Frozen Embryo Transfer (FET). These are complemented by financial support services including interest-free payment plans via Humm, the Access My Super early superannuation release program, and an online payment system via Commonwealth Bank. The company operates multiple clinic locations across Queensland, New South Wales, Victoria, and Western Australia, with all treatment procedures performed at RTAC-accredited City Fertility clinics. Founded in 2017, First Step Fertility is part of the City Fertility Network and partners with CHA Medical Group for global IVF expertise.
Differentiator
Problem solved
Functional benefit
Products and services
- Bulk-Billed IVF (In Vitro Fertilisation) In Vitro Fertilisation procedure using a fully stimulated cycle to maximise embryo numbers. Eggs and sperm are combined in the laboratory for fertilisation outside the body, with embryos cultured for 5 days before transfer. Bulk-billed to Medicare with out-of-pocket costs under $2,000.
- ICSI (Intracytoplasmic Sperm Injection)
Quantifiable outcome
- Out-of-pocket IVF costs under $2,000 (vs. $9,000-$15,000 at full-fee clinics)
- +4 more outcomes
Companies that use First Step Fertility
Customer profileSegments5 records
Ideal customer profiles4 records
First Step Fertility technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
First Step Fertility partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- CHA Medical GroupcoreGlobal medical group and premier leader in fertility and women's health. Partnership established First Step Fertility as part of a global IVF platform, providing world-class expertise and international credibility. CHA Medical Group's global leadership enhances First Step Fertility's positioning as Australia's leading affordable IVF provider.
- City FertilitycoreAffiliated network of RTAC (Reproductive Technology Accreditation Committee) accredited fertility clinics. All First Step Fertility treatment procedures are carried out at City Fertility's RTAC-accredited facilities where gametes and embryos are stored. City Fertility also provides ISO 15189 accredited genetics laboratory services.
- City Fertility NetworkcoreNetwork including City Fertility, Rainbow Fertility, Chill Egg Freeze, Fertility Specialists of WA, Addam Donor Bank, Eeve Donor Bank, Egg Donors Australia, and Sperm Donors Australia. First Step Fertility is proudly part of this comprehensive fertility network providing integrated services across Australia.
- HummcoreBuy Now Pay Later provider enabling patients to access treatment immediately and pay over 12 months interest-free. Application and approval is fast and easy with no deposit required. Humm has over 2.1 million customers and 12,000+ Australian retailers. First Step Fertility partnered with Humm to remove financial barriers to fertility treatment.
- Certegy Ezi-PayminorPayment plan provider facilitating Humm interest-free installment arrangements for IVF treatment costs. Operates under ABN 28 129 228 986.
- Access My SuperminorExclusive service for First Step Fertility patients to access superannuation for IVF costs. Service prepares all required documentation per ATO Early Release of Super requirements including psychiatrist report. Service fee of $549 for unlimited cycles within six months. No approval, no fee policy.
- Fertility Specialists of Western AustraliacorePartnership providing expertise and support for First Step Fertility's Western Australian clinics (Cockburn and Joondalup). Enables access to world-leading fertility care and experienced specialists for Perth patients.
- Addam Donor BankminorSperm donor bank partner within City Fertility Network. Patients requiring donor sperm services can be referred to Addam Donor Bank.
- Eeve Donor BankminorEgg donor bank partner within City Fertility Network. Patients requiring donor egg services can be referred to Eeve Donor Bank.
- Egg Donors AustraliaminorNational egg donor service within City Fertility Network. Provides referral pathway for patients needing donor eggs.
- Sperm Donors AustraliaminorNational sperm donor service within City Fertility Network. Provides referral pathway for patients needing donor sperm.
Scale indicators6 records
Recent moves11 records
Expansion highlights5 records
First Step Fertility competitors and assessment
Company assessmentBroad incumbents
- Virtus Health: Major ASX-listed Australian fertility provider (now under Capstone) operating a network of IVF clinics, day hospitals, and diagnostic services — directly comparable service mix to First Step Fertility at much larger scale and broader geographic reach.
- Monash IVF Group: ASX-listed Australian IVF operator (MVF) and one of the largest fertility chains nationally, offering the same core IVF/ICSI/FET service portfolio as First Step Fertility but at full-fee pricing and with significantly broader service depth including diagnostics and genetic testing.
Emerging players
- Create Fertility: UK-based low-cost fertility provider offering affordable IVF with a natural/mild-cycle focus — comparable cost-leadership positioning to First Step Fertility's bulk-billed model in a different (UK) market, demonstrating international validation of the budget IVF category.
Regional players
- Flinders Fertility: South Australian fertility clinic offering IVF, ICSI, and related treatments — comparable service mix to First Step Fertility but operating in a geography (SA) where First Step Fertility has no current footprint, representing both a peer and a future expansion vector.
- Fertility Specialists of Western Australia: Western Australian fertility provider and First Step Fertility's listed partner for its WA clinics (Cockburn and Joondalup) — operates similar IVF/ICSI/FET services regionally with a strong WA market position.
Others
- CHA Medical Group: Global fertility and women's health platform and First Step Fertility's strategic partner and network parent — operates a portfolio of fertility clinics across Korea, the US, and Australia, providing international context for First Step Fertility's growth and exit pathways.
Direct peers
- City Fertility: Affiliated network of RTAC-accredited fertility clinics that performs all of First Step Fertility's laboratory procedures and embryo storage; operates overlapping IVF/ICSI/FET services in the same Australian market and is part of the same broader network as First Step Fertility.
- Rainbow Fertility: Australian IVF provider within the same City Fertility Network as First Step Fertility, focused on LGBTQ+ family-building and donor services — adjacent service mix targeting an overlapping patient pool with shared back-end infrastructure.
- Chelsea's Clinic (Chelsea Avstralie): Australian bulk-billed fertility clinic offering no-gap IVF and ICSI in Victoria — the closest direct competitor to First Step Fertility's bulk-billed value proposition, targeting the same price-sensitive Australian IVF patient segment.
- Genea: Privately held Australian fertility group operating multiple IVF clinics across NSW, ACT, VIC, QLD and WA — direct competitor in IVF/ICSI/FET and fertility preservation, with a stronger reputation in research-led treatments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
First Step Fertility social profiles
Digital presenceFirst Step Fertility compliance and trust
Trust signalCompliance2 records
First Step Fertility financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Step Fertility leadership team
Management profileNumber of profiles
Profiles11 records
First Step Fertility funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Step Fertility M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about First Step Fertility
What does First Step Fertility do?
First Step Fertility operates a network of bulk-billed fertility clinics across Australia providing In Vitro Fertilisation (IVF), Intracytoplasmic Sperm Injection (ICSI), and Frozen Embryo Transfer (FET) treatments. The company delivers fully stimulated IVF cycles with out-of-pocket costs under $2,000, performing procedures at affiliated RTAC-accredited City Fertility laboratories across 14 clinic locations in QLD, NSW, VIC, and WA.
Is First Step Fertility a public or private company?
First Step Fertility is a private company. It is classified as unknown and is currently operating.
When was First Step Fertility founded?
First Step Fertility was founded in 2017. It employs 1 to 10 people.
Where is First Step Fertility based?
First Step Fertility is headquartered in Southport, Australia, in the Oceania region.
How does First Step Fertility make money?
Four revenue lines are on record. Medicare Bulk-Billed Services are the primary driver. The others are out-of-Pocket Patient Payments, ICSI Treatment Services and interest-Free Payment Plans.
Who are First Step Fertility's main competitors?
Broad incumbents on record are Virtus Health and Monash IVF Group. Create Fertility is listed as an emerging player. Regional players are Flinders Fertility and Fertility Specialists of Western Australia. CHA Medical Group is listed as an others. Direct peers are City Fertility, Rainbow Fertility, Chelsea's Clinic (Chelsea Avstralie) and Genea.
Does First Step Fertility have an API?
No public API is recorded for First Step Fertility.
What industry is First Step Fertility in?
First Step Fertility's product category is Fertility Treatment Services. Its primary akta.pro industry code is HLAFAJAD, Fertility, Reproductive Endocrinology & IVF Centers, with a secondary code of HLAKAJAC, Reproductive Endocrinology & Infertility (IVF/Fertility). Its NAICS code is 621410 and its SIC code is 8011.