What Grace Fertility Centre does

Grace Fertility Centre is a privately held, single-location fertility clinic founded in 2013 by Dr. Anthony Cheung and headquartered at #210-604 West Broadway, Vancouver, British Columbia. The clinic provides full-spectrum reproductive medicine services including fertility testing, ovulation induction, intrauterine insemination (IUI), in-vitro fertilization (IVF with standard and ICSI variants), preimplantation genetic testing (PGT-A, PGT-M), the EMBRACE non-invasive embryo screening method, endometrial receptivity analysis (ERA), NIPT Harmony prenatal testing, donor gametes and surrogacy coordination, fertility preservation (egg/sperm/embryo cryopreservation), LGBTQ2SIA+ family-building pathways, and adjacent women's health services including MonaLisa Touch laser therapy.

Its technical differentiation centers on safety and traceability infrastructure — the clinic was the first in Canada to deploy RI Witness technology (a UK-origin electronic system tracking eggs, sperm, and embryos across IVF cycles) and later added Matcher barcode-based electronic witnessing and EMBRACE non-invasive embryo screening. Vitrification cryopreservation has been in use since 2013, with reported 96% embryo survival after warming and a 50% clinical pregnancy rate per frozen embryo transfer versus a 32% national average. The clinic operates under Dr. Cheung's 25-year REI tenure (credentials in Australia, New Zealand, and Canada; founding member of the GREI subspecialty at RCPSC) and was reinforced in October 2023 by the addition of Dr. Ghadeer Akbar (UBC GREI fellowship).

The business model is fee-for-service, with one-time procedure pricing disclosed publicly in Canadian dollars (e.g., $11,500 per standard IVF cycle, $13,450 with ICSI, $9,400 for egg freezing, $1,250 for IUI with ultrasound monitoring). Revenue is generated primarily from BC residents under the Medical Services Plan (MSP) referral pathway for initial consultations and diagnostics, supplemented by out-of-pocket payments for treatment procedures, with financing offered through Medicard and Trusted Advisor. Go-to-market is sales-led via physician referrals (GPs, OBGYNs), supplemented by a Rocket Doctor partnership for no-fee virtual referrals, The Fertility Partners network for cross-referrals, and educational content marketing. Effective July 2, 2025, BC's publicly funded IVF program provides up to $19,000 per eligible resident across a $64M two-year allocation, materially expanding the addressable market and reducing patient out-of-pocket cost barriers.

Name

Grace Fertility Centre

Legal name

Grace Fertility Centre

Website

https://fertilitywithgrace.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Grace Fertility Centre is a privately held Vancouver-based fertility clinic offering IVF, IUI, genetic testing, donor services, surrogacy, and LGBTQ2SIA+ family building to primarily BC residents, with fee-for-service pricing and physician-referral go-to-market.

Ownership category

akta.pro rank

Product category

Fertility Services / Reproductive Medicine

NAICS

Offices of Physicians (62111), Offices of Physicians (except Mental Health Specialists) (621111)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), 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), Obstetrics & Gynecology (OB/GYN) Clinics (HLAFAJAA), Fertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation) (HLALAHAA)

Keywords

• Fertility treatments
• In vitro fertilization
• Reproductive medicine
• Fertility preservation
• Third-party reproduction

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fertility Procedures and Treatments: Grace Fertility Centre generates revenue primarily through fees charged for fertility procedures including IVF cycles, IUI, egg freezing, sperm freezing, embryo freezing and storage, and frozen embryo transfers. These are predominantly one-time procedure fees with additional costs for medications which may be separately financed. BC residents with MSP coverage receive partial coverage for initial consultations and most diagnostic assessments.
2. Genetic Testing and Enhancement Services: Additional revenue is generated through preimplantation genetic testing (PGT-A, PGT-M), EMBRACE, endometrial receptivity analysis (ERA), and NIPT Harmony prenatal testing. These are optional add-on services billed separately, typically per embryo or per procedure.
3. Third-Party Reproductive Solutions: Revenue is generated from gestational carrier/surrogacy screening, egg donor IVF cycles, and egg donor screening. These services are priced separately and may involve coordination with external sperm banks and egg donor programs.
4. Fertility Financing and Payment Plans: The clinic offers financing options through Medicard (monthly installment plans) and Trusted Advisor's Private Health Services Plan, providing patients with spread payment options for fertility treatments, medications, and procedures.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Grace Fertility Centre is a Vancouver-based fertility clinic providing comprehensive reproductive medicine services including in vitro fertilization (IVF), intrauterine insemination (IUI), fertility testing and diagnostics, fertility preservation (egg, sperm, and embryo freezing), donor gametes and surrogacy solutions, LGBTQ2SIA+ family-building, and women's health services. The clinic serves individual patients and couples, with BC residents receiving MSP coverage for initial consultations and most diagnostic assessments under physician referral.

Product overview

Grace Fertility Centre is a fertility clinic offering comprehensive reproductive medicine services through a multi-product portfolio. The core offerings include diagnostic fertility testing, fertility wellness support, and three primary treatment pathways: Intrauterine Insemination (IUI), In Vitro Fertilization (IVF), and Ovarian Induction. The clinic provides add-on enhancement modules including preimplantation genetic testing (PGT-A, PGT-M), the non-invasive EMBRACE screening, Endometrial Receptivity Analysis (ERA), and NIPT Harmony prenatal testing. Third-party solutions encompass donor sperm (via Origin Sperm Bank and Xytex Canada), donor eggs, and gestational surrogacy services. Specialized care tracks serve LGBTQ2SIA+ families, fertility preservation patients (egg/sperm/embryo freezing), and women's health. The clinic employs proprietary technologies including RI Witness for electronic gamete/embryo tracking and Matcher barcode witnessing system. The clinic participates in BC's Publicly Funded IVF Program providing up to $19,000 in provincial funding.

Differentiator

Problem solved

Functional benefit

Products and services

• In Vitro Fertilization (IVF) Advanced laboratory procedure where mature eggs are extracted from ovaries and fertilized with sperm. Includes standard IVF, ICSI for male factor infertility, and Mini-IVF for patients with lower ovarian reserve. For individuals and couples experiencing infertility.
• Intrauterine Insemination (IUI) Procedure involving insertion of sperm into the uterus using a small catheter. Available with partner's or donor sperm for various patient scenarios including mild male factor infertility and same-sex couples.
• Ovarian Induction / Superovulation Non-invasive hormonal therapy to produce maturation of two to three follicles containing mature eggs for patients with unexplained fertility challenges.
• Fertility Testing Comprehensive diagnostic assessments including physical exams, blood work for hormonal evaluation, transvaginal ultrasound, semen analysis, and SIS/HyCoSy imaging for fallopian tube assessment.
• Fertility Wellness Lifestyle and wellness support services addressing weight, diet, caffeine, smoking, alcohol, environment, vitamins, and medications that can impact fertility outcomes.
• Preimplantation Genetic Testing for Aneuploidies (PGT-A) Screening method to identify embryos affected by chromosomal abnormalities, increasing pregnancy success rates and decreasing miscarriage likelihood while enabling confident single embryo transfer.
• Preimplantation Genetic Testing for Monogenic Diseases (PGT-M) Screening identifying specific genetic conditions in embryos with at least 90% accuracy, recommended for patients with family history of genetic diseases such as cystic fibrosis or Huntington's disease.
• EMBRACE (Embryo Analysis of Culture Environment) Non-invasive preimplantation genetic screening method that collects DNA from embryo culture medium without disturbing the embryo, identifying which embryos are more likely to be chromosomally normal and optimal for transfer.
• Endometrial Receptivity Analysis (ERA) Diagnostic procedure for patients with multiple embryo failures to identify the optimal timeframe for embryo implantation when endometrial cells are most receptive.
• NIPT Harmony (Non-Invasive Prenatal Testing) Screening test performed on maternal blood after 10 weeks of pregnancy, screening for common chromosomal conditions (trisomies 21, 18, and 13) with over 99% detection rate.
• Donor Sperm Services Sperm donation services using Health Canada-authorized distributors including Origin Sperm Bank and Xytex Canada for single women, same-sex female couples, and couples with male factor infertility.
• Donor Egg Services Egg donation using either known or anonymous donors for patients with poor ovarian reserve, removal of ovaries, early menopause, or serious genetic disease.
• Surrogacy / Gestational Carrier Services Gestational surrogacy arrangements where a surrogate carries the pregnancy without using her own eggs, including screening and legal procedures for protection of all parties.
• LGBTQ2SIA+ Family Building Comprehensive fertility services tailored for LGBTQ2SIA+ individuals and couples including reciprocal IVF, shared IVF, fertility preservation for transgender patients, and third-party reproduction solutions.
• Fertility Preservation Cryopreservation services including egg freezing, sperm freezing, and embryo freezing for patients undergoing medical treatments or wishing to preserve fertility potential.
• Elective Egg Freezing Egg freezing service for individuals not ready to start a family, preserving eggs at current quality for future use. Includes consultation, ovarian stimulation, egg retrieval, and cryopreservation.
• Women's Health Services Women's health services including diagnosis and treatment of abnormal uterine bleeding (AUB) and management of genitourinary syndrome of menopause (GSM), including MonaLisa Touch laser treatments.
• MonaLisa Touch Fractional CO2 laser treatment for GSM symptoms in women who cannot use estrogen replacement therapy, including post-breast cancer treatment patients. Treatment consists of 3 procedures performed without anesthesia.

Quantifiable outcome

• 55% clinical pregnancy rate per selective single embryo transfer (sSET) in patients aged ≤35, compared to 49% national average
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• The Fertility PartnerscoreStrategic or Co-development PartnerGrace Fertility is a proud partner in The Fertility Partners network, Canada's largest coast-to-coast network of fertility practices. Through this partnership, clinicians access unique scientific and medical resources, collaborate on growing access to care, research, and innovations that advance the reproductive medicine field, and deliver leading patient outcomes. Practices across the network share resources, research, and best practices.
• Origin Sperm Bank (formerly ReproMed)coreTechnology or IntegrationOrigin Sperm Bank is a Health Canada-authorized sperm bank that Grace Fertility works with for sperm donation services. Donors undergo rigorous testing and donor sperm samples are obtained through this authorized distributor for use in IUI and IVF treatments at the clinic.
• Xytex CanadacoreTechnology or IntegrationXytex Canada is a Health Canada-authorized sperm bank that Grace Fertility works with for sperm donation services. The clinic sources donor sperm from Xytex for use in donor IUI and donor IVF procedures, ensuring compliance with Health Canada regulations.
• Rocket DoctorsupportingChannel Partner/ Reseller/ DistributorRocket Doctor provides no-fee virtual referral appointments, allowing patients who may not have a family doctor to book a same-day virtual consultation. Following the consultation, Rocket Doctor sends a referral to Grace Fertility on the patient's behalf, and the clinic's intake team then contacts the patient to book their consultation.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pacific Centre for Reproductive Medicine (PCRM): Multi-location BC fertility clinic (Burnaby, Vancouver, other sites) offering IVF, IUI, egg freezing, and donor services. Direct local competitor with broader geographic footprint inside BC.
• Markham Fertility Centre: Ontario fertility clinic offering IVF, IUI, fertility preservation, and LGBTQ2SIA+ family building. Comparable service portfolio and patient-centric positioning.
• Newlife Fertility Centre: Ontario-based fertility clinic with multiple locations offering IVF, IUI, and reproductive endocrinology. Comparable private-clinic service offering and patient demographic.
• Hannam Fertility Centre: Toronto-based full-service fertility clinic offering IVF, IUI, PGT, and third-party reproduction. Comparable private-clinic operating model and patient demographic.
• TRIO Fertility: Canadian fertility clinic with multiple Ontario locations, offering full-service IVF, IUI, PGT, and family-building services. Comparable private clinic model and target patient cohort.
• Olive Fertility Centre: Direct Vancouver-based competitor offering IVF, IUI, PGT, fertility preservation, and LGBTQ2SIA+ family building. Comparable single-metro BC clinic competing for the same patient base and physician referrals.

Others

• The Fertility Partners: Canada's largest coast-to-coast fertility network that Grace Fertility is a partner in. Network operator and parent-affiliated entity rather than a direct competitor; provides shared resources and cross-referral flow.
• Generate Life Sciences (Fertility & Diagnostics): Operates donor gamete banks and reproductive tissue services used by fertility clinics across North America. Comparable adjacency through sourcing of donor sperm/eggs that Grace Fertility also accesses via Origin Sperm Bank and Xytex.
• Progenesis (genetic testing lab): Genetic testing laboratory partner for IVF clinics offering PGT-A, PGT-M, and embryo screening. Adjacent to Grace's own PGT-M, PGT-A, and EMBRACE offering through shared reference lab relationships.

Broad incumbents

• CCRM Fertility: Large North American fertility network with Canadian locations offering IVF, IUI, genetic testing, and fertility preservation. Broad incumbent with deeper R&D and network scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/grace-fertility-centre

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 Grace Fertility Centre