Fertility Plus

What Fertility Plus does

Fertility Plus is a private-pay fertility and IVF clinic located at 92 Harley Street in London, founded in 2005 and co-led by consultant gynaecologists Mr. Anil Gudi and Mr. Amit Shah, both former senior NHS fertility specialists from Homerton Fertility Centre. The clinic delivers a comprehensive range of assisted conception services, including IVF, ICSI, IUI, egg and sperm freezing, embryo freezing via vitrification, donor sperm/egg treatments, surrogacy support, fertility assessments (including 3D/4D ovarian reserve ultrasound), cycle monitoring (Clomid, Letrozole, FSH, natural cycle), embryo screening (PGT-A, PGT-M), and endometrial receptivity testing (ERA/EMMA/ALICE). Core procedures such as egg collection and embryology are performed under a laboratory collaboration with Care Fertility (effective April 2024), while consultations, monitoring, and patient management remain at the Harley Street practice.

The business operates a direct-to-consumer model targeting UK private-pay patients across three primary segments: heterosexual couples experiencing infertility, single women and LGBTQ+ couples requiring donor gametes, and women seeking elective fertility preservation. Revenue is generated through fixed-price treatment packages with transparent pricing and no hidden costs, supplemented by diagnostics, monitoring, and annual embryo/egg storage fees. Patient acquisition relies on the clinic's Harley Street positioning, a 4.9 Google rating across 324 reviews, organic SEO, social media presence, and patient referrals, with no institutional or enterprise customer concentration.

The clinic is physician-led and independent, with no disclosed external investors, parent company, or funding rounds. Strategic priorities visible in 2024 include relocation to premium Harley Street premises, the Care Fertility laboratory partnership, sub-brand microsites for egg freezing and egg donation, video consultation expansion, and international donor-egg referral partnerships across Cyprus, Greece, Spain, and the USA to serve ethnically diverse patient needs.

Name

Fertility Plus

Legal name

Fertility Plus

Website

https://fertilityplus.org.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Fertility Plus is a private-pay fertility and IVF clinic on Harley Street, London, offering IVF, ICSI, IUI, egg/embryo freezing, donor treatments, and fertility assessments to UK couples, single women, LGBTQ+ patients, and women seeking fertility preservation, with lab services provided via a Care Fertility collaboration.

Ownership category

akta.pro rank

Product category

Reproductive Health Services

NAICS

Family Planning Centers (621410)

akta.pro industry

PRIMARYHLAFAJAD

Fertility, Reproductive Endocrinology & IVF Centers

Healthcare & Life Sciences/Healthcare Providers & Systems/Women’s & Children’s Health Providers

SECONDARYHLAKAJAC

Reproductive Endocrinology & Infertility (IVF/Fertility)

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

SECONDARYHLALAHAA

Fertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation)

Healthcare & Life Sciences/Telehealth Platforms/Women’s & Family Health Telehealth Platforms (fertility, pregnancy, pediatrics)

Keywords

• Fertility clinic services
• IVF treatment
• Fertility assessment
• Assisted reproduction
• Fertility preservation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. IVF and ICSI Treatment: In-vitro fertilisation and intracytoplasmic sperm injection procedures, including ovarian stimulation, egg collection, fertilisation, embryo transfer, and associated monitoring. The clinic uses fixed price packages for all treatments.
2. Fertility Assessment and Testing: Comprehensive fertility testing packages for couples and individuals, including ovarian reserve testing, male fertility testing, hormone blood tests, HyCoSy tubal testing, and ultrasound scans. These serve as the entry point for patients before proceeding to treatment.
3. Cycle Monitoring: Monitoring services for ovulation induction, including Clomid, Letrozole, FSH injections, and natural cycle tracking. These are often bundled with medication or billed as separate monitoring packages.
4. Egg and Embryo Freezing: Egg freezing (vitrification) and embryo freezing services with annual storage fees. Egg freezing is performed at Care Fertility under the collaboration agreement.
5. IUI Treatment: Intrauterine insemination services, both natural and stimulated, using partner or donor sperm. Less invasive and lower cost than IVF.
6. Donor Treatments: Donor sperm, donor egg, and surrogacy-related treatments. Donor egg treatments involve international partnerships with clinics in Cyprus, Spain, Greece, and the USA.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Fertility Plus is a private Harley Street fertility clinic in London providing assisted conception treatments and fertility diagnostics. Its core offering includes IVF, ICSI, IUI, egg and embryo freezing, donor sperm and egg treatments, surrogacy support, and comprehensive fertility assessments for couples and individuals. Laboratory procedures are performed under a collaboration with Care Fertility, while consultations and monitoring are delivered at 92 Harley Street.

Product overview

Fertility Plus is a private fertility and IVF clinic based on Harley Street, London, offering a comprehensive range of fertility treatments and diagnostic services. The clinic provides core assisted conception treatments including IVF, ICSI, IUI, egg freezing, sperm freezing, and embryo freezing. Diagnostic services include fertility assessments for couples, female fertility testing with 3D/4D ovarian reserve testing, male fertility testing, fallopian tube testing (HyCoSy), and hormone blood tests. Cycle monitoring services support ovulation induction treatments using Clomid, Letrozole, FSH injections, and natural cycle tracking. Embryo screening includes Pre-implantation Genetic Diagnosis (PGT-M) for single-gene disorders and Pre-implantation Genetic Screening (PGT-A) for chromosomal abnormalities, along with ERA/EMMA/ALICE endometrial tests. The clinic also offers donor treatments (donor sperm, donor eggs), surrogacy support, and fertility counselling. In April 2024, the clinic began collaborating with Care Fertility for laboratory services following relocation to 92 Harley Street.

Differentiator

Problem solved

Functional benefit

Brands

• eggfreezing.org.uk: Dedicated egg freezing website
• eggdonationlondon.co.uk

Products and services

• IVF (In Vitro Fertilisation) In vitro fertilisation treatment involving ovarian stimulation, egg collection, laboratory fertilisation, and embryo transfer for patients with blocked fallopian tubes, endometriosis, unexplained infertility, and sperm disorders.
• ICSI (Intracytoplasmic Sperm Injection) Procedure where a single motile sperm is injected directly into an egg, recommended for low sperm count, previous fertilisation failure, high sperm DNA fragmentation, older women, and endometriosis cases.
• IUI (Intrauterine Insemination) Insemination of washed sperm into the uterus around ovulation, available as natural cycle or stimulated treatment, suitable for donor insemination, unexplained infertility, mild male factor, mild endometriosis, and PCOS.
• Egg Freezing Cryopreservation of eggs using vitrification to preserve female fertility for future use, suitable for single women or those with ethical objections to embryo freezing.
• Sperm Freezing Cryopreservation of sperm for men facing medical treatments affecting fertility, those with decreasing sperm quality, or for IVF treatment planning.
• Embryo Freezing (Vitrification) Freezing of surplus embryos by vitrification for use at a later date, with frozen embryo replacement cycles reported to yield higher success rates and reduce risk of ovarian hyperstimulation syndrome.
• Couples Fertility Test Comprehensive fertility assessment combining female hormone (AMH) testing and ultrasound with male sperm analysis to create tailored treatment plans.
• Male Fertility Test Comprehensive male fertility assessment including 30-minute consultation, detailed sperm analysis for count, motility and quality, with additional ultrasound, hormonal and genetic tests if needed.
• Female Fertility Testing Ovarian reserve testing including antral follicle count via ultrasound and AMH blood test to assess female reproductive potential.
• Ovarian Reserve Testing Assessment of female fertility potential using antral follicle count and AMH blood tests, including 45-minute consultation, ultrasound scan, and results review.
• 3D/4D Ovarian Reserve Testing Advanced ovarian reserve assessment using 3D/4D ultrasound technology for more precise antral follicle counting and treatment planning.
• Fallopian Tube Testing Assessment of fallopian tube patency using HSG, HyCoSy, or laparoscopy to identify blockages or abnormalities affecting fertility.
• HyCoSy (Hystero-Salpingo Contrast Sonography) Ultrasound-guided test checking uterine cavity and fallopian tube patency using contrast medium, including aqua scan of the womb and endometrial assessment.
• Hormone Blood Tests Blood tests evaluating hormone levels including estradiol, FSH, LH, AMH, progesterone, prolactin, thyroid function, and testosterone for fertility assessment.
• Ovulation Induction Monitoring Medication (Clomid, Letrozole, or FSH injections) combined with monitoring to stimulate egg growth and release from ovaries for women with irregular ovulation.
• Natural Cycle Monitoring Two to three ultrasound scans between days 7-10 of cycle combined with urine and progesterone tests to pinpoint natural ovulation for conception timing.
• Pre-implantation Genetic Diagnosis (PGT-M) Genetic testing of embryos to identify over 1,700 single-gene disorders before transfer, with specialisation in Thalassemia and Sickle Cell disease prevention.
• Pre-implantation Genetic Screening (PGT-A) Chromosomal abnormality screening of eggs or embryos (aneuploidy testing) to select embryos with correct chromosome numbers for higher pregnancy rates.
• Endometrium Tests (ERA/EMMA/ALICE) Igenomix endometrial receptivity tests performed before frozen embryo replacement to assess timing, endometrial health, and infection for improved implantation.
• Endometriosis Treatment & Management Comprehensive management of endometriosis including diagnosis, surgical considerations, and fertility treatment planning (IUI or IVF).
• PCOS Management Treatment and management of Polycystic Ovarian Syndrome including ovulation induction and IVF for women experiencing irregular ovulation or anovulation.
• Donor Sperm Treatment Donor sperm treatment arranged through Care Fertility, with options including securing donor sperm, known donor arrangements with 6-month quarantine, or importing identifiable donor sperm with HFEA approval.
• Donor Egg Treatment Donor egg treatment for women with low egg count, poor egg quality, premature ovarian failure, or genetic abnormalities, with international collaborations providing ethnically matched donor eggs.
• Surrogacy Surrogacy arrangement support including referral to UK surrogacy organisations (COTS, Surrogacy UK) and guidance on legal requirements.
• Fertility Counselling Implications counselling for sperm, egg, or embryo donation recipients and surrogacy patients, as well as egg freezing patients planning future treatment.

Quantifiable outcome

• Over 800 women treated successfully with IVF in the last 6 years
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Care FertilitycoreTechnology or Integration · 1 April 2024From April 2024, Fertility Plus began a collaboration with Care Fertility and their laboratory, which remains at the cutting edge of scientific research. Assisted conception procedures (egg collection, IVF/ICSI) are carried out by the named consultant at Care Fertility, while consultations and monitoring remain at Fertility Plus, 92 Harley Street. This replaced the previous partnership with London Women's Clinic.
• Instituto Bernabéu, SpainsupportingStrategic or Co-development PartnerInternational collaboration established by Mr Shah and Mr Gudi for donor egg treatments. Patients are referred to this clinic in Spain for donor egg services, providing access to ethnically matched donor eggs.
• International Fertility Clinics (Cyprus, Greece, USA)supportingStrategic or Co-development PartnerMr Shah and Mr Gudi have established partnerships with reputable fertility clinics in Cyprus, Greece, and the USA to help patients access ethnically matched donor eggs, providing broader donor selection and higher success rates.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Bourn Hall Clinic: Historic UK fertility clinic (original IVF pioneer) with private-pay services across IVF, ICSI, and donor treatments. Directly comparable on UK private fertility service breadth and clinical pedigree-led positioning.
• TFP Fertility (The Fertility Partnership): UK-wide private fertility clinic chain with multiple London and regional sites. Directly comparable on full fertility service menu, private-pay positioning, and digital marketing scale.
• CARE Fertility: UK fertility clinic chain and the laboratory partner of Fertility Plus since April 2024. Directly comparable on IVF/ICSI/egg freezing services, embryology capability, and Harley Street / UK private-pay positioning; collaboration partnership makes overlap particularly direct.
• CREATE Fertility: UK private fertility chain with strong London presence and natural/mild IVF specialisation. Directly comparable on private-pay IVF/ICSI services, patient experience focus, and digital-led patient acquisition in the UK market.
• London Women's Clinic: Long-established London private fertility clinic; was Fertility Plus's prior laboratory partner before the 2024 switch to Care Fertility. Directly comparable on IVF, donor treatments, and Harley Street / W1 private-pay positioning.
• Manchester Fertility: Major regional UK private fertility clinic with full IVF/donor/preservation service menu. Directly comparable as a non-London private-pay competitor serving patients outside the capital and feeding the London referral ecosystem.
• The Centre for Reproductive and Genetic Health (CRGH): London-based private fertility clinic offering IVF, ICSI, egg/embryo freezing, and donor programmes. Directly comparable in service mix, Harley Street-adjacent positioning, and target private-pay patient cohort.

Broad incumbents

• IVI-RMA Global: World's largest assisted reproduction group with extensive UK and European footprint. Broadly comparable on the full IVF/donor/genetic-screening service portfolio and on premium private-pay positioning, though at much greater scale and capital intensity.

Regional players

• Gennet City Fertility: UK private fertility clinic linked to the Czech Gennet network, with comparable IVF and donor-egg services targeted at UK self-pay patients. Comparable in particular on cross-border donor-egg treatment pathways used by Fertility Plus.

Emerging players

• Instituto Marquès: Spain-based fertility clinic with international footprint and active donor egg programmes. Comparable as an international donor-egg partner for UK patients seeking ethnically matched gametes; partial overlap with Fertility Plus's international donor referral network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ivf1
• Facebookfacebook.com/fertilitypluslondon
• Instagraminstagram.com/fertilityplus
• LinkedInlinkedin.com/company/fertility-plus

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Fertility Plus