Plan Your Baby
Plan Your Baby is a UK-based virtual fertility clinic offering telehealth consultations, IVF, egg freezing, and pregnancy monitoring through a network of 450+ partner locations, serving individuals and couples seeking personalised fertility care across the United Kingdom.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Plan Your Baby does
Plan Your Baby Limited is a UK-based virtual fertility and pregnancy clinic headquartered at 411 Oxford Street, London. The company operates a telehealth platform that delivers fertility consultations, diagnostic coordination, and treatments via video consultations and a network of 450+ partner locations across the UK for blood tests, ultrasound scans, and medication delivery. Founded by CEO Marija Skujina (ESHRE-certified fertility nurse) and Medical Director Dr Sami Almusawa (formerly 10 years at ARGC), the platform serves individuals and couples seeking fertility assessments, IVF, egg freezing, IUI, pregnancy monitoring, and supportive services including nutrition, acupuncture, and psychological counselling.
The service offering spans the full fertility journey from initial free 15-minute consultations through £125 expert doctor consultations and comprehensive IVF/egg freezing packages. The technology layer relies on third-party infrastructure including Semble (ISO 27001 certified telehealth platform), AWS UK hosting, Stripe/Worldpay payment processing, and WordPress hosting, with at-home nurse visits coordinated through partners such as Heim Health. The clinical model combines remote video consultations with local diagnostic collection and partner clinic access for advanced procedures, positioning the company as a hybrid virtual-physical fertility provider rather than a pure digital health play.
The business operates as a privately held, founder-controlled company (Plan Your Baby Limited, company number 13669100) with no disclosed external equity funding. Revenue is generated primarily through per-treatment fees and consultation charges, with payment plans available via Humm and ideal4Finance. Go-to-market combines direct-to-consumer digital channels (fertility quiz, webinars, blog, social media across five platforms) with sales-led virtual consultations, targeting heterosexual couples, single women, men, and LGBTQ+ individuals across the UK.
Plan Your Baby firmographics
Firmographics- Name
- Plan Your Baby
- Legal name
- Plan Your Baby Limited
- Website
- https://planyourbaby.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Plan Your Baby is a UK-based virtual fertility clinic offering telehealth consultations, IVF, egg freezing, and pregnancy monitoring through a network of 450+ partner locations, serving individuals and couples seeking personalised fertility care across the United Kingdom.
- Ownership category
- akta.pro rank
Plan Your Baby industry classification
Industry- Product category
- Fertility and reproductive healthcare services
- NAICS
- Family Planning Centers (621410)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011)
- akta.pro primary industry
- Fertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation) (HLALAHAA)
- akta.pro secondary industries
- Pregnancy & Prenatal Care Telehealth (OB tele-visits, prenatal monitoring) (HLALAHAC), Genetic Counseling & Prenatal Testing Telehealth (carrier screening, NIPT counseling) (HLALAHAK)
Keywords
Where Plan Your Baby is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Plan Your Baby business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Fertility Consultations: Initial free 15-minute consultations with senior nurses or fertility coordinators. Paid 45-minute expert consultations with fertility doctors at £125. Follow-up consultations and ongoing care plans.
- Diagnostic Services: Coordination of blood tests, semen analysis, ultrasound scans, genetic testing, and other diagnostic services through partner laboratory network
- Fertility Treatments: IVF treatment, IUI, ovulation induction, egg freezing, hormone therapy, and assisted conception services
- Pregnancy Monitoring: Ongoing early pregnancy monitoring services from day 1 through first trimester
- Supportive Services: Nutritional therapy, acupuncture, fertility coaching, psychological support, and genetic counselling
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | One time | Free Initial Consultation - 15 min online video consultation with senior nurse or fertility coordinator |
| One time/ perpetual license | One time | Expert Doctor Consultation - 45 min online video consultation with fertility specialist |
| Other | Multi-year contract | Fertility Treatment Packages - Comprehensive IVF, egg freezing, and other fertility treatments |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Plan Your Baby product offering
Product offeringCore offering
Plan Your Baby is a UK-based virtual fertility and pregnancy clinic that delivers telehealth fertility assessments, IVF, IUI, ovulation induction, egg freezing, donor IVF, surgical sperm retrieval, and early pregnancy monitoring via video consultations, at-home nurse visits, and a network of 450+ UK partner locations. It also offers integrated supportive services including nutritional therapy, acupuncture, psychological support, and genetic counselling, with transparent flat-rate pricing, free initial 15-minute consultations, and £125 45-minute expert doctor consultations.
Product overview
Plan Your Baby is a virtual fertility and pregnancy clinic offering a comprehensive suite of telehealth fertility services across the UK through 450+ partner locations. The platform combines medical consultations, diagnostic testing coordination, and fertility treatments including IVF, egg freezing, IUI, and pregnancy monitoring. Core services include fertility assessments for couples, women, men, and LGBTQ+ patients, with specialised offerings for PCOS, endometriosis, and recurrent miscarriage. The company provides both clinical services (IVF, egg freezing, donor programmes, surgical sperm retrieval) and digital tools (Fertility Score Quiz, due date calculator, BMI calculator), supported by video consultations and educational webinars. Services are delivered through a hybrid model combining remote consultations with local blood tests, scans, and nursing appointments.
Differentiator
Problem solved
Functional benefit
Products and services
- Fertility Assessment Comprehensive male and female fertility assessments combining medical history, examinations, blood tests, and imaging to identify factors affecting fertility, with convenient at-home nursing appointments for sample collection.
- IVF Treatment Personalised in vitro fertilisation treatment with ongoing medical oversight and local monitoring at 450+ partner locations across the UK.
- Assistance with Conception Non-invasive, personalised treatment with close monitoring, blood tests, scans, and medication where needed to help patients conceive.
- Pregnancy Monitoring Ongoing monitoring from early pregnancy through the first trimester to reduce miscarriage risk and provide reassurance and clarity.
- Egg Freezing (Oocyte Cryopreservation) Structured egg freezing process with expert support, local monitoring, and clear timelines throughout the social freezing journey.
- IVF with Donor Eggs or Sperm IVF treatment using donor eggs or sperm, supported by personalised medical planning and ongoing care.
- Reciprocal IVF Shared IVF journey where one partner provides eggs and the other carries the pregnancy, with ongoing pregnancy monitoring and personalised support for LGBTQ+ families.
- Male Fertility Assessment Comprehensive male fertility assessments including semen analysis, semen DNA fragmentation test, hormone testing, genetic testing, and testicular ultrasound scan.
- Surgical Semen Extraction (PESA/TESA) Specialist surgical procedures to retrieve sperm when it cannot be produced naturally, for use in IVF treatment.
- Semen Preservation Freezing and storage of sperm for future fertility treatment or family planning purposes.
- IUI (Intrauterine Insemination) Minimally invasive assisted reproduction procedure, performed as part of the fertility treatment pathway.
- Ovulation Induction Non-invasive fertility treatment involving hormonal medication to stimulate ovulation.
- Hormone Therapy Hormonal cycle support treatment for fertility optimisation.
- Women's Fertility Assessment Comprehensive fertility assessments for women with convenient at-home nursing appointments for blood tests and ultrasound scans.
- Payment Plans and Financing Flexible payment options including Humm financing and ideal4Finance to make fertility treatment more accessible.
- Virtual Events and Webinars Free expert-led fertility webinars and Q&A sessions covering topics such as IVF, PCOS, endometriosis, and fertility after 40, with on-demand recordings on YouTube.
Quantifiable outcome
- Pregnancy outcomes above UK average for similar treatments
- +2 more outcomes
Companies that use Plan Your Baby
Customer profileNamed customers4 records
Segments7 records
Ideal customer profiles5 records
Plan Your Baby technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Plan Your Baby partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and supporting.
- The Doctors Laboratories Ltd.coreHealthcare services partner providing laboratory diagnostic testing for fertility assessments and treatment monitoring
- The Doctors Laboratories Genetics Ltd.coreGenetic testing laboratory partner for preimplantation genetic testing and hereditary condition screening
- Randox Laboratories Ltd.coreDiagnostic laboratory partner providing comprehensive health and fertility-related blood test analysis
- Med Logistics Health Services Ltd.coreHealthcare logistics partner supporting medication delivery and supply chain services
- Ultrasound Direct Ltd.coreUltrasound scanning partner providing local imaging services across 450+ UK locations
- Viva Healthcare Ltd.coreHealthcare services partner supporting fertility treatment delivery and patient care
- Ovom Ltd.coreFertility services partner providing specialised reproductive health services
- Aria Fertility Ltd.coreFertility clinic partner for treatment coordination and specialist services
- Kings Fertility LimitedcoreSpecialist fertility partner providing advanced reproductive treatments and hysteroscopy services
- Heim Health Ltd.supportingHealthcare technology partner supporting virtual care delivery and patient management
- Stork Fertility Services Ltd.coreFertility services partner providing surrogacy and reproductive support services
- Semble Technology LimitedcoreHealthcare management platform provider enabling telehealth consultations and patient coordination. ISO 27001 certified.
- Amazon Web Services, Inc. (AWS)coreCloud infrastructure provider hosting patient data in UK region with ISO 27001 certification and healthcare-grade security standards
- Google CloudsupportingCloud infrastructure services provider for platform operations
- Automattic, Inc. (WordPress)supportingWeb hosting service provider for planyourbaby.co.uk website
- Worldpay, Inc.corePayment service provider processing transactions in compliance with PCI-DSS standards
- Stripe, Inc.corePayment service provider processing credit/debit card transactions securely
- Intuit, Inc. (Mailchimp)supportingEmail marketing and customer communication platform for newsletters and marketing campaigns
- HighLevel Inc.supportingMarketing automation and customer relationship management platform
- Fertility GeneticscoreCo-founded by Valerie Shaikly and Karen Sage, providing independent genetic counselling and support services. Independent approach free from laboratory affiliations ensures unbiased advice.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Plan Your Baby competitors and assessment
Company assessmentBroad incumbents
- Kindbody: US fertility clinic and virtual care network offering IVF, egg freezing, and women's health services — comparable fertility service portfolio and direct-to-consumer positioning but US-focused and larger scale.
- Maven Clinic: Large venture-backed virtual care platform for women's and family health covering fertility, pregnancy, postpartum, and pediatrics — same telehealth women's/family health category but broader scope and significantly larger scale.
- Care Fertility: Multi-site UK fertility network offering IVF, genetic testing, and donor programmes — comparable full-journey fertility service portfolio and UK patient base, with owned clinical infrastructure.
- TFP Fertility UK: UK fertility clinic network operating multiple sites offering IVF, IUI, egg freezing, and fertility testing — competing in the same UK IVF market with owned-lab infrastructure that Plan Your Baby accesses via partnership.
- King's Fertility: UK fertility clinic providing IVF, ICSI, egg freezing, and advanced reproductive treatments including hysteroscopy — overlapping service line and competing for the same UK patient pool (and currently a Plan Your Baby partner).
- London Women's Clinic: Established UK fertility clinic network providing IVF, IUI, egg freezing, and donor programmes — overlapping service portfolio and UK patient base, though delivered through owned physical clinics rather than telehealth.
- ARGC (The Assisted Reproduction and Gynaecology Centre): UK fertility clinic widely recognized for high IVF success rates, whose pedigree underpins Plan Your Baby's clinical team — comparable core offering (IVF, fertility assessment) and competing for the same UK patient pool.
Direct peers
- Apricity: UK-based virtual fertility clinic offering IVF/IUI coordination, fertility assessments, and partner-clinic diagnostics via telehealth — directly comparable hybrid telehealth-plus-partner model to Plan Your Baby in the same UK market.
- NOW-fertility: UK virtual fertility clinic providing remote consultations, treatment planning, and partner-clinic monitoring for IVF/egg freezing — overlapping service model, target customer (fertility patients), and telehealth-first delivery approach.
Emerging players
- Hertility Health: UK women's health company offering at-home hormone/fertility testing, virtual consultations, and specialist referrals — overlapping fertility assessment, telehealth delivery, and at-home sample collection with Plan Your Baby's patient journey.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Plan Your Baby social profiles
Digital presencePlan Your Baby financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plan Your Baby leadership team
Management profileNumber of profiles
Profiles16 records
Plan Your Baby funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plan Your Baby 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 Plan Your Baby
What does Plan Your Baby do?
Plan Your Baby is a UK-based virtual fertility and pregnancy clinic that delivers telehealth fertility assessments, IVF, IUI, ovulation induction, egg freezing, donor IVF, surgical sperm retrieval, and early pregnancy monitoring via video consultations, at-home nurse visits, and a network of 450+ UK partner locations. It also offers integrated supportive services including nutritional therapy, acupuncture, psychological support, and genetic counselling, with transparent flat-rate pricing, free initial 15-minute consultations, and £125 45-minute expert doctor consultations.
Is Plan Your Baby a public or private company?
Plan Your Baby is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plan Your Baby founded?
Plan Your Baby was founded in -1. It employs 1 to 10 people.
Where is Plan Your Baby based?
Plan Your Baby is headquartered in London, United Kingdom, in the Europe region.
How does Plan Your Baby make money?
Five revenue lines are on record. Fertility Consultations are the primary driver. The others are diagnostic Services, fertility Treatments, pregnancy Monitoring and supportive Services.
Who are Plan Your Baby's main competitors?
Broad incumbents on record are Kindbody, Maven Clinic, Care Fertility, TFP Fertility UK, King's Fertility, London Women's Clinic and ARGC (The Assisted Reproduction and Gynaecology Centre). Direct peers are Apricity and NOW-fertility. Hertility Health is listed as an emerging player.
Does Plan Your Baby have an API?
No public API is recorded for Plan Your Baby.
What industry is Plan Your Baby in?
Plan Your Baby's product category is Fertility and reproductive healthcare services. Its primary akta.pro industry code is HLALAHAA, Fertility & Reproductive Endocrinology Telehealth (IVF/IUI, infertility evaluation), with a secondary code of HLALAHAC, Pregnancy & Prenatal Care Telehealth (OB tele-visits, prenatal monitoring). Its NAICS code is 621410 and its SIC code is 8011.