What Fertility Matters at Work does

Fertility Matters at Work (FMAW) is a UK Community Interest Company founded in 2020 and headquartered in Mansfield, operating with 1–10 employees across Manchester/Nottingham. It functions as the country's leading training provider for workplace fertility support, offering a portfolio centred on its proprietary Fertility Friendly Employer Accreditation programme and supported by CPD-certified eLearning modules (available as UK-specific or global training and integrable into client LMS systems), annual membership, and bespoke consultancy. Complementary offerings include The F Word at Work Live annual summit, the Fertility Friendly Employer Awards, a free Three Simple Steps webinar series, podcast, blog, and free resource library, serving HR, DE&I, wellbeing professionals, people managers, ERG leads, and senior leaders in enterprises including FTSE 100 organisations across energy, retail, pharmaceuticals, legal, government, telecommunications, and financial services.

The company monetises through four streams: annual subscription-based membership and accreditation, per-delegate or per-course training and eLearning licensing, bespoke consultancy packages, and event ticket sales (The F Word at Work Live priced at £250+VAT per attendee). Its go-to-market is sales-led and direct, targeting enterprise HR/DE&I buyers through awareness events, educational content, and referral partnerships, with a marketing mix spanning earned media (BBC, The Guardian, The Sunday Times), content marketing, social media, and the annual summit. Distribution is primarily direct in the UK, with exploratory international reach through the co-conducted Ferring/This Can Happen survey and globally available training modules.

FMAW operates as a Social Enterprise UK-certified 'Business For Good' with no external funding or venture capital disclosed, generating revenue through membership fees, accreditation, training, eLearning, and events. The company has built a recognised brand in workplace fertility inclusion and assembled a 2026 sponsor ecosystem spanning clinical providers, pharmaceutical companies, and benefits platforms, positioning accreditation and the awards programme as de facto industry standards in the UK market.

Name

Fertility Matters at Work

Legal name

Fertility Matters At Work C.I.C

Website

https://fertilitymattersatwork.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Fertility Matters at Work is a UK Community Interest Company that provides Fertility Friendly Employer accreditation, eLearning, and consultancy to help enterprises support employees through fertility treatment, alternative paths to parenthood, and baby loss. It serves HR, DE&I, and wellbeing leaders at organisations including FTSE 100 companies.

Ownership category

akta.pro rank

Headquarters

HQ city

Manchester/Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Membership and Accreditation: Annual subscription-based membership providing access to blended learning resources, accreditation criteria, and use of Fertility Friendly Employer badge upon meeting certification standards.
2. Training and eLearning: Training courses delivered through eLearning portal or in-person sessions, with per-delegate or per-course pricing. Structured learning for managers and employees with UK-specific or global training modules.
3. Consultancy Services: Bespoke consultancy packages incorporating accreditation, event programs and training tailored to organizational needs.
4. Event Tickets: Revenue from The F Word at Work Live annual summit, with tickets priced at £250 + VAT per attendee.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Fertility Matters at Work is a UK Community Interest Company that provides workplace fertility support through a Fertility Friendly Employer accreditation programme, eLearning modules, membership services, and bespoke consultancy. The company trains HR, DE&I, wellbeing and line manager professionals to support employees navigating fertility treatment, pregnancy loss, and alternative family-building paths, and certifies organisations that meet accreditation criteria.

Product overview

Fertility Matters at Work is a community interest company and the leading UK training provider for fertility support in the workplace. The company operates a platform-plus-services model centred on its Fertility Friendly Employer Accreditation programme, supported by eLearning modules (available as UK-specific or global training, integrable into client LMS systems), membership, and bespoke consultancy packages. Complementary offerings include The F Word at Work Live annual summit, the Fertility Friendly Employer Awards, a free webinar series (Three Simple Steps), podcast, blog, and free resource library. The portfolio ranges from self-service digital resources to fully managed accreditation and training programmes for FTSE 100 and large organisations.

Differentiator

Problem solved

Functional benefit

Brands

• Fertility Friendly Employer Accreditation: A formal accreditation programme for organisations to achieve recognised status as fertility-friendly employers through meeting specific criteria and demonstrating commitment to supporting employees through fertility challenges.
• The F Word at Work Live
• Fertility Friendly Employer Awards
• Three Simple Steps Series

Products and services

• Fertility Friendly Employer Accreditation A structured accreditation programme guiding organisations through blended learning resources to become certified Fertility Friendly Employers, including check-in calls, compliance monitoring, and access to the Knowledge Hub. Targeted at HR, DE&I and wellbeing leaders in UK organisations of all sizes including FTSE 100 listed companies.
• eLearning Modules Structured online training modules for managers and employees covering fertility support in the workplace, available with per-delegate pricing or one-off licence for multiple delegates. Can be integrated into client LMS systems or accessed on-demand.
• FMAW Membership Annual subscription-based membership programme providing organisations with access to blended learning resources, the accreditation pathway, the Fertility Friendly Employer badge upon meeting criteria, and the community of inclusive employers.
• Bespoke Consultancy Packages Custom-designed consultancy packages combining accreditation, event programmes, and training developed to meet the specific fertility inclusion needs of an organisation. Priced via bespoke quote.
• The F Word at Work Live Summit The UK's leading annual in-person summit on fertility inclusion in the workplace, bringing together HR, DE&I, wellbeing, ERG leads and senior leaders for spotlight sessions, panel discussions and the Fertility Friendly Employer Awards. Tickets £250 + VAT.

Quantifiable outcome

• 87% of managers have received no training to support employees through fertility treatment
• +3 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

14 partnerships are on record, tiered core, flagship and minor.

• Ferring PharmaceuticalscoreStrategic or Co-development PartnerCollaborated on international survey about fertility treatment in the workplace alongside Fertility Matters at Work and This Can Happen. Survey covered five countries and revealed that 39% of employees undergoing fertility treatment leave or consider leaving their jobs due to lack of workplace support.
• This Can HappencoreStrategic or Co-development PartnerCollaborated on international workplace fertility survey with Ferring Pharmaceuticals and Fertility Matters at Work. Survey examined disconnect between employer perceptions and employee experiences regarding fertility support.
• Deutsche BankflagshipGTM or Marketing PartnerHost venue for The F Word at Work Live annual summit. The 2026 event will be held at Deutsche Bank's London location (21 Moorfields, London). Also holds Fertility Friendly Employer accreditation.
• The EvewellminorGTM or Marketing PartnerSponsor of The F Word at Work Live 2026. A leading fertility and women's health clinic co-founded by Emma Kafton who serves on the event panel.
• London Women's ClinicminorGTM or Marketing PartnerSponsor of The F Word at Work Live 2026. Specialist fertility clinic providing reproductive healthcare services.
• Care FertilityminorGTM or Marketing PartnerSponsor of The F Word at Work Live 2026. Specialist fertility treatment provider.
• Plan Your BabyminorGTM or Marketing PartnerSponsor of The F Word at Work Live 2026.
• Zita WestminorGTM or Marketing PartnerSponsor of The F Word at Work Live 2026. Fertility and reproductive health specialist.
• Carrot FertilityminorGTM or Marketing PartnerSponsor of The F Word at Work Live 2026. Global fertility benefits platform for employers.
• Merck GroupminorGTM or Marketing PartnerSponsor of The F Word at Work Live 2026. Pharmaceutical company with fertility treatment offerings.
• ProgynyminorGTM or Marketing PartnerSponsor of The F Word at Work Live 2026. Fertility benefits management company.
• WaterAidcoreStrategic or Co-development PartnerFirst charity partner of Fertility Matters at Work. Global internal communications lead Victoria Cornford-Jolly serves on The F Word at Work Live 2026 panel and has shared personal experience of secondary infertility.
• PeppyminorStrategic or Co-development PartnerCollaborated on research regarding fertility support impact on employee loyalty and Gen Z priorities, producing joint research findings cited on FMAW website.
• BICA (British Infertility Counselling Association)minorStrategic or Co-development PartnerCollaborated on research regarding employee loyalty impacts and Gen Z attitudes toward fertility support in the workplace.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bupa: Large UK private healthcare and insurance provider offering fertility treatment coverage and corporate wellbeing programmes. Much broader portfolio than FMAW but overlapping UK employer buyer base and fertility support inclusion.

Direct peers

• Progyny: US-listed fertility benefits management company providing employer-sponsored fertility coverage and member support. Sponsor of FMAW's F Word at Work Live 2026 summit and operates in the same employer fertility category with overlapping HR buyer relationships.
• Peppy: UK workplace health benefits platform covering fertility, menopause, and family-forming support delivered via app and specialist coaching. Research partner with FMAW on Gen Z and loyalty studies; directly comparable as a UK-based employer fertility support provider.
• Fertifa: UK-based fertility benefits provider offering employer-funded fertility care, adoption, and family-forming support. Direct competitor in the UK employer fertility market with overlapping target customers and similar positioning.
• Carrot Fertility: Global fertility benefits platform serving employers with fertility care navigation, coverage, and support. Both target HR/benefits buyers with workplace fertility solutions; Carrot is an event sponsor of FMAW's flagship summit and represents the closest overlap in employer-facing fertility services.
• This Can Happen: Workplace mental health and wellbeing app that includes fertility and family-forming support. Co-conducted the five-country international fertility workplace survey with FMAW and Ferring; serves the same HR/DE&I buyer with overlapping wellbeing content.

Emerging players

• Maven Clinic: Virtual care platform for women's and family health including fertility, pregnancy, and postpartum, sold to employers and health plans. Broader clinical offering than FMAW but overlapping employer buyers and family-building use cases.

Others

• The Evewell: UK fertility and women's health clinic providing clinical treatment services. Sponsor of FMAW's F Word at Work Live 2026 and complementary rather than competitive — provides clinical care while FMAW provides workplace training and accreditation.
• London Women's Clinic: UK fertility clinic group providing IVF and reproductive healthcare. Event sponsor of FMAW's flagship summit; operates as clinical provider in the same fertility ecosystem but does not compete in workplace training or accreditation.

Regional players

• Apryl: European fertility benefits platform providing employer-sponsored fertility care across multiple EU markets. Comparable employer-facing fertility proposition but focused on continental Europe rather than competing directly in the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/fertmatterswork
• Facebookfacebook.com/profile.php?id=100064181556833
• LinkedInlinkedin.com/company/fertility-matters-at-work
• Instagraminstagram.com/fertilitymattersatwork

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Matters at Work