What Thrive Fertility does

Thrive Fertility is a private reproductive medicine clinic headquartered in Epping, Victoria, Australia, operating within the Northern Private Hospital (Ramsay Health). Founded by fertility specialists Dr Sascha Edelstein (Managing Director) and Dr Linda Walmsley (Medical Director), both with 15+ years of experience and prior success delivering Melbourne's first accessible low-cost private fertility clinic, the company provides end-to-end fertility services including IVF, ICSI, intrauterine insemination, ovulation induction, fertility testing for men and women, preimplantation genetic testing (PGT-A, PGT-M, PGT-SR), elective and medical egg freezing, cryopreservation, general gynaecology, early pregnancy care, and fertility counselling. Scientific Director Dr Lisa Lee (PhD, University of Melbourne) oversees the purpose-built embryology laboratory, which integrates clean-room design, EmbryoScope+ time-lapse incubators, RI Witness electronic witnessing systems, AI-assisted embryo scoring, and EmbryoGlue culture media as standard of care.

The clinic generates revenue primarily through per-cycle treatment fees billed upfront, with Medicare rebates available for eligible Australian patients; this includes standard IVF at $3,380 (out-of-pocket ~$2,862.55), IVF with ICSI at $4,360 (out-of-pocket ~$3,417.25), frozen embryo transfer at $1,885.26, IUI at $1,880, ovulation induction at $400, elective egg freezing at $2,520, and initial cryopreservation services ranging from $400-$800. A recurring monthly storage fee of $50 per month for frozen eggs, sperm, or embryos provides a subscription-style recurring revenue stream. The company operates a direct-to-consumer go-to-market model supplemented by GP and specialist referrals, with content marketing and SEO driving top-of-funnel awareness. Patients access services through self-referral, GP referral (valid 12 months), or specialist referral (valid 3 months), with a free initial chat with an IVF nurse offered as a low-friction entry point.

The company recorded 243 treatment attempts in FY24/25, its first full operating year, and is independently owned with no external investors, parent company, or public market listing. Regulatory obligations include data submission to UNSW's ANZARD database and the Victorian Assisted Reproductive Treatment Authority (VARTA), and the clinic is accredited against RTAC standards. Headcount stands at 6 employees, and the founders' personal experiences with infertility underpin the clinic's positioning around accessible, compassionate, and affordable advanced fertility care.

Name

Thrive Fertility

Legal name

Thrive Fertility

Website

https://thrivefertility.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Thrive Fertility is a private fertility clinic in Epping, Victoria, Australia, founded in 2024, providing IVF, ICSI, IUI, fertility testing, PGT, egg freezing, and pregnancy care to individuals and couples using a purpose-built lab with AI-assisted embryo selection.

Ownership category

akta.pro rank

Product category

Fertility and Reproductive Medicine Services

NAICS

Family Planning Centers (62141)

SIC

Services-Specialty Outpatient Facilities, Nec (8093), Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Fertility, Reproductive Endocrinology & IVF Centers (HLAFAJAD)

akta.pro secondary industries

Reproductive Endocrinology & Infertility (IVF/Fertility) (HLAKAJAC), Prenatal, Newborn & Reproductive Diagnostics (NIPT, IVF/PGT, newborn screening) (HLAAALAJ)

Keywords

• Fertility treatment services
• In vitro fertilisation
• Reproductive medicine
• Egg freezing services
• Preimplantation genetic testing

Headquarters

HQ city

Epping, Victoria

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. IVF and ICSI Treatment Services: Core fertility treatment services including standard IVF cycles, IVF combined with ICSI, frozen embryo transfers. Revenue generated from upfront treatment fees with Medicare rebates available for eligible patients.
2. Fertility Preservation (Egg/Sperm/Embryo Freezing): Elective egg freezing, Medicare-eligible egg freezing for medical reasons, sperm cryopreservation, embryo cryopreservation, and ongoing storage fees.
3. Fertility Testing Services: Diagnostic services including fertility assessments for men and women, hormone testing, imaging studies, and surgical diagnostic procedures.
4. Preimplantation Genetic Testing (PGT): Genetic testing services performed on embryos including PGT-A, PGT-M, and PGT-SR, with samples sent to Cooper Genomics for analysis.
5. Intrauterine Insemination (IUI): Artificial insemination procedure with prepared sperm, can be combined with ovulation induction or natural cycle.
6. Ovulation Induction: Medication-based treatment to promote ovulation, using oral agents or hormonal injections with monitoring.
7. Ongoing Cryopreservation Storage: Monthly storage fees for maintaining frozen eggs, sperm, or embryos ($50 per month).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Thrive Fertility is a Melbourne-based fertility clinic delivering IVF, IUI, fertility testing, ovulation induction, egg/sperm/embryo freezing, preimplantation genetic testing (PGT), general gynaecology and early pregnancy care. Services are delivered on-site at a purpose-built clinic integrated within Northern Private Hospital in Epping, featuring an advanced embryology laboratory with time-lapse incubators, electronic witnessing and AI-assisted embryo selection.

Product overview

Thrive Fertility offers a unified fertility care platform providing end-to-end reproductive medicine services from initial assessment through pregnancy care. The core offering spans diagnostic testing (fertility testing for men and women), multiple treatment modalities including ovulation induction, IUI, and IVF/ICSI, advanced embryo selection using AI-assisted time-lapse technology, and specialised services including preimplantation genetic testing (PGT-A, PGT-M, PGT-SR) and egg freezing. Additional services include general gynaecology, early pregnancy care, and fertility counselling—all delivered through a purpose-built clinic with an on-site embryology laboratory. The company emphasises accessibility and affordability alongside premium laboratory technology.

Differentiator

Problem solved

Functional benefit

Products and services

• IVF (In Vitro Fertilisation) Fertility treatment in which eggs, sperm and embryos are handled outside the body and implanted into the uterus to establish a pregnancy. Includes stimulation, egg collection, fertilisation, embryo development, and transfer. For couples and individuals requiring assisted conception.
• ICSI (Intra-Cytoplasmic Sperm Injection) Modification of IVF where a single sperm is injected directly into the egg using a specialised micro-manipulator, helpful for addressing male infertility. For couples with male factor infertility.
• Ovulation Induction Treatment using oral agents or hormonal injections to promote ovulation in women who are not ovulating regularly, monitored with ultrasound scans and blood tests. For women with irregular or absent ovulation.
• Intra-Uterine Insemination (IUI) Procedure where sperm is prepared in the laboratory and injected into the uterus at ovulation time, recommended for mild male factor subfertility, unexplained infertility, or endometriosis.
• Fertility Testing Comprehensive assessments for both men and women including blood tests, ultrasound scans, hormonal analysis, semen analysis, and imaging to identify causes of infertility.
• Preimplantation Genetic Testing (PGT) Testing performed on embryo cells to screen for chromosomal variations and specific genetic conditions, including PGT-A (aneuploidy), PGT-M (monogenic disorders), and PGT-SR (structural rearrangements). Samples sent to Cooper Genomics for analysis.
• Egg Freezing (Oocyte Cryopreservation) Fertility preservation service collecting and rapidly freezing eggs for potential future use, including medical preservation (before cancer treatment) and elective freezing. Includes ongoing monthly storage.
• General Gynaecology Medical and surgical management of gynaecological conditions including PCOS, endometriosis, fibroids, polyps, and adenomyosis, with advanced laparoscopic surgery services.
• Early Pregnancy Care Support and monitoring during first trimester for patients who conceived through fertility treatment, including ultrasound, assessment, and coordination of ongoing obstetric care.
• Fertility Counselling & Support Services Emotional and practical support throughout the fertility journey including implications counselling, support counselling, and ongoing sessions with ANZICA-trained counsellors.

Quantifiable outcome

• Advanced technology provided as standard of care without premium pricing compared to typical market rates
• +1 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Cooper GenomicscoreTechnology or IntegrationGenetic analysis laboratory partner for preimplantation genetic testing (PGT). Embryo biopsy samples are sent to Cooper Genomics for PGT-A, PGT-M, and PGT-SR analysis. This is a standard partnership for genetic testing services with results returned within 2-4 weeks of embryo biopsy.
• Fertile Ground Health GroupcoreStrategic or Co-development PartnerCollaborative partnership with naturopath and fertility educators at Fertile Ground Health Group for integrative preconception care. Dr Sascha Edelstein presented clinical case studies alongside Fertile Ground practitioners demonstrating the value of coordinated conventional and complementary care for complex infertility cases.
• Ramsay Health / Northern Private HospitalcoreTechnology or IntegrationLocated within Northern Private Hospital operated by Ramsay Health. The partnership provides access to Ramsay operating theatres, radiology services, and comprehensive medical specialists. All surgical procedures are performed in Ramsay's modern operating theatres on Level 1.
• University of New South Wales (ANZARD)minorOthersObligation to provide health information to UNSW for compilation in the annual Australian & New Zealand Assisted Reproductive Technology Database (ANZARD) report. Data submission is required for all accredited fertility clinics.
• Victorian Assisted Reproductive Treatment Authority (VARTA)minorOthersObligation to provide health information to VARTA and participate in sampling by certifying bodies for compliance audits at Thrive Fertility.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Prelude Fertility: US-based fertility clinic network backed by Inception Fertility offering IVF and advanced reproductive services across multiple US locations. Broad incumbent peer demonstrating the multi-clinic fertility platform model at scale.
• Ramsay Health Care: Major Australian private hospital operator that hosts Thrive Fertility within Northern Private Hospital. While not a fertility specialist, Ramsay's hospital network provides the infrastructure platform Thrive depends on and Ramsay Health is increasingly active in fertility service delivery.

Direct peers

• Genea: Australian fertility clinic group headquartered in Sydney with multiple sites, known for proprietary Geri time-lapse incubator technology. Direct competitor in advanced embryology technology and IVF services.
• Melbourne IVF: Major Melbourne-based fertility clinic operated by Virtus Health. Direct geographic competitor offering the same IVF, ICSI, PGT, and fertility preservation services to the Melbourne metropolitan patient base.
• Care Fertility: UK-based fertility clinic network operating multiple sites with advanced embryology technology including time-lapse incubation and AI embryo selection. Direct international peer demonstrating the scalable multi-clinic model Thrive could pursue.
• Monash IVF Group: Largest Australian IVF operator with a national network of clinics offering IVF, ICSI, fertility preservation, and PGT. Direct competitor in the Australian fertility services market with overlapping service offerings and physician-led clinical model.
• Adora Fertility: Australian accessible-affordable IVF clinic operator. Most direct peer given Thrive's stated positioning of making IVF more accessible and affordable; competing on price-point while delivering similar core IVF services.
• Flinders Fertility: South Australian fertility clinic offering IVF, ICSI, and fertility preservation. Comparable smaller-scale Australian fertility clinic peer with similar physician-led model and service breadth.
• Virtus Health: Major Australian IVF operator (ASX:VHT) with multiple clinic brands including Melbourne IVF, Queensland Fertility Group, and TasIVF. Direct competitor offering the full suite of fertility treatments at scale across Australia.
• City Fertility: Multi-site Australian fertility clinic network offering IVF, ICSI, egg freezing, and fertility testing. Direct competitor particularly relevant in Melbourne where Thrive operates, competing for similar patient demographics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/thrive-fertility

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Thrive Fertility