What ASSURED FERTILITY does

Assured Fertility Ltd is a UK-based private fertility treatment broker headquartered in Alderley Edge, Cheshire, that connects individuals and couples seeking IVF, ICSI, IUI, egg freezing, and egg donation treatments with a network of partner clinics across the UK and Spain. Founded in 2016, the company operates with a five-person team led by Directors Nick Montague and Holly Scott, supported by three patient coordinators. Its core offering is a portfolio of fixed-price, multi-cycle treatment plans sold at a margin between negotiated clinic rates and retail pricing, with distinctive refund-based financial protection structures including 100% money-back guarantees if no live birth occurs, partial refunds on early success in Multi Cycle Plus plans, and refunds for unused egg freezing cycles.

The business operates a broker model rather than a clinical model, with no proprietary technology platform beyond a content marketing website and standard communication infrastructure (phone, email, contact forms). It is FCA-authorised as an Appointed Representative of Chrysalis Finance Limited, which provides the regulated credit financing that can be bundled with plans for up to three years (including a 0% APR option for 12 months). Distribution runs through two parallel channels: inside sales via patient coordinators who guide consumers through plan selection (free initial consultation, no waiting lists), and channel partnerships with named UK clinics (The Lister in London, Manchester Fertility, Leeds/Yorkshire clinics, Cheshire Fertility) and overseas clinics (Clinica Tambre in Spain, Instituto Bernabeu in Alicante). Marketing combines educational blog content, Trustpilot reviews, fertility show attendance (Manchester Fertility Show), and a refer-a-friend scheme.

The customer base consists of individual consumers across multiple persona segments: couples and individuals with fertility challenges, same-sex couples, women delaying family planning, and patients ineligible for or exhausted from NHS funding. No revenue, funding, or active customer count is disclosed in source materials. The company is privately held with no evidence of institutional venture capital or private equity backing.

Name

ASSURED FERTILITY

Legal name

Assured Fertility Ltd

Website

https://assuredfertility.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Assured Fertility is a UK-based fertility treatment broker that connects individuals and couples with partner clinics, offering fixed-price multi-cycle IVF, IUI, egg freezing, and donor egg plans with refund guarantees and embedded financing options.

Ownership category

akta.pro rank

Product category

Fertility Treatment Brokerage

SIC

Hospital & Medical Service Plans (6324)

akta.pro primary industry

Fertility/IVF & Reproductive Tourism Agencies (THAKAIAF)

Keywords

• Fertility treatment brokerage
• IVF payment plans
• Egg freezing packages
• Fertility clinic referral
• Refund-backed IVF

Headquarters

HQ city

Alderley Edge

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, Others

Revenue model

1. Fertility Treatment Plan Sales: Assured Fertility acts as a broker between patients and fertility clinics, offering fixed-price IVF, IUI, and egg freezing packages with refund options. Revenue is generated through the margin between negotiated clinic prices and retail pricing to patients. Plans include Multi-Cycle IVF (2-3 cycles), 100% Refund IVF, Egg Freezing, IUI, and combined plans. The company is authorized and regulated by FCA as an Appointed Representative of Chrysalis Finance Limited for financing brokering services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Assured Fertility brokers discounted, fixed-price fertility treatment packages on behalf of patients, packaging IVF, ICSI, IUI, egg freezing, and egg donation cycles from a UK and Spanish partner-clinic network. Each plan bundles clinical treatment, often medication and embryo transfers, with either fixed multi-cycle pricing or outcome-based refund guarantees (full or partial refund if no live birth). The company also arranges patient financing through Chrysalis Finance as an FCA-regulated Appointed Representative.

Product overview

Assured Fertility is a UK-based fertility treatment broker offering discounted, fixed-price IVF and fertility treatment packages partnered with top UK clinics. The portfolio consists of multi-cycle IVF plans (Standard, Plus 2, Plus 3) offering 2-3 cycles at discounted rates with refund options, 100% Refund IVF Plans with full money-back guarantees, Egg Freezing Refund Plans with up to 3 cycles, IUI Refund Plans, and Overseas Donor Egg Plans. The company also offers integrated financing options through Chrysalis Finance, enabling patients to spread costs over up to 3 years. All plans include coordination with partner clinics, screening, medication in some cases, and embryo transfers.

Differentiator

Problem solved

Functional benefit

Products and services

• Assured Multi-Cycle IVF Plan Multi-cycle IVF treatment package offering up to 2-3 IVF cycles and all embryo transfers at discounted rates, for self-paying patients under 45 with no NHS funding available.
• Assured Egg Freezing Refund Plan Egg freezing package offering up to 3 cycles at competitive pricing with a refund if the patient achieves 20 frozen eggs without using all cycles, for women wishing to preserve fertility.
• Assured IUI Refund Plan Intrauterine insemination package offering up to 3 attempts at discounted cost with refunds available for early success, suited to individuals and couples including same-sex couples needing donor sperm.
• 100% Refund IVF Plan Full refund guarantee IVF plan refunding 100% of costs if treatment does not result in a live birth, covering the IVF cycle, medication, and up to 3 embryo transfers, available to patients aged 37 or under using their own eggs.
• 100% Refund Egg Donor IVF Plan (Overseas) Overseas egg donor treatment package with a 100% refund guarantee if unsuccessful, delivered in partnership with Clinica Tambre in Spain and including a free first consultation, airport pick-up and a complimentary hotel night, available to patients aged 49 and under.
• Assured Combined Plan Combined IVF plan starting with the patient's own eggs and transitioning to donor treatment if unsuccessful, with a 100% refund guarantee, available to patients aged 42 and under.
• Multi Cycle Plus 2 Two-cycle IVF plan with partial refunds if the patient achieves a live birth on the first or second transfer, for self-paying patients aged under 45.
• Multi Cycle Plus 3 Three-cycle IVF plan with refund of up to 20% if the patient succeeds on the first or second cycle, for self-paying patients aged under 45; from £9,700 at selected clinics.

Quantifiable outcome

• Patients receive money back if no live birth occurs
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• UK Fertility ClinicscoreChannel Partner/ Reseller/ DistributorAssured Fertility partners with top leading fertility clinics across the UK to offer fertility plans with refunds at discounted rates. Partner clinics include The Lister (London), Manchester Fertility, Leeds area clinics, Cheshire Fertility, and others. Clinics offer Assured plans to patients and handle clinical treatment delivery.
• Clinica TambrecoreChannel Partner/ Reseller/ DistributorSpain-based fertility clinic partner for overseas egg donor IVF with 100% refund plan. Provides egg donation treatment for Assured Fertility patients. Located in Spain with superior success rates compared to UK for egg donation.
• Instituto BernabeuminorChannel Partner/ Reseller/ DistributorOne of the clinics Assured Fertility works with for egg donation treatment. Located in Alicante, Spain. Featured in blog posts about egg donation conferences and treatments.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Apricity: UK fertility clinic and treatment coordinator combining own clinics with patient-coordination services similar to Assured Fertility's broker model.
• Access Fertility: UK-based fertility treatment plan provider offering multi-cycle and refund-based IVF/IUI packages almost identical to Assured Fertility's model. The closest direct competitor in the UK IVF plan broker space.

Regional players

• Institut Marquès: Spain-based fertility clinic group relevant to Assured Fertility's overseas egg donor IVF channel (Tambre/Marquès ecosystem); competes for cross-border fertility patients.

Emerging players

• Hertility Health: UK digital-first fertility testing and referral platform targeting the same end-customer segments as Assured Fertility with a partial-overlap digital journey.
• Béa Fertility: UK at-home fertility care provider focused on IUI/ICI treatments; competes for early-stage fertility patients before they escalate to IVF plans.

Broad incumbents

• HCA Healthcare UK (Lister Fertility): Operator of The Lister Fertility Clinic in London — currently listed as a key partner clinic of Assured Fertility but also sells its own multi-cycle packages.
• Manchester Fertility: Established UK fertility clinic referenced as a partner on Assured Fertility's site; competes for the same patients while also hosting them on Assured's plan products.
• TFP (The Fertility Partnership): Pan-European fertility clinic network operating multiple UK clinics; offers multi-cycle and refund programmes internally, overlapping with Assured Fertility's distributed model.
• Care Fertility: Largest UK private fertility clinic group offering multi-cycle packages and refund programmes directly; a major supplier to and competitor of Assured Fertility's partner-clinic channel.
• Genea Biomedx: Global fertility services and technology group; an incumbent IVF provider whose multi-cycle offerings and refund-style programmes provide a comparable model outside the UK.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCNV_Ebp8u7vHEDgeltd-lrg
• LinkedInlinkedin.com/company/assured-fertility-limited

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 ASSURED FERTILITY