Innovation That Matters

The Aura app supports those undergoing IVF treatment | Photo source Pixabay

The femtech startup transforming fertility care

Health & Wellbeing

An evidence-based app works alongside fertility clinics to support soon-to-be parents throughout every stage of the IVF journey

Spotted: Since the Human Fertilisation and Embryology Authority (HFEA) began recording information in 1991, there have been about 1.3 million in vitro fertilisation (IVF) cycles, 260,000 donor insemination (DI) cycles, and 390,000 babies born in the UK. While the number of people undergoing fertility treatment has grown, the emotional impact of the treatment has been less of a focus. But perhaps no longer. 

With its evidence-based psychological care app, London femtech startup Aura aims to transform In Vitro Fertilisation (IVF), making the experience more emotionally sensitive and supportive.

The startup was born in 2020 out of the traumatic miscarriages and failed IVF cycles that its founders, Abi Hannah and Karen Hanson, went through. Jo Living joined later as the third co-founder.

The six months following the app’s launch saw 6,000 downloads. Now, not even two years later, Aura has raised around €700,000 in pre-seed funding – which will be used to expand the team and further develop the platform.

The app caters to both B2C and B2B users as it also helps fertility clinics provide the appropriate emotional support, physical wellness, and lifestyle information required for their services. The ultimate goal of the app is to promote whole-person wellness, and, ultimately, pregnancy rates. 

“Regulators and patients are now demanding comprehensive whole-person care. Psychosocial support is a clear differentiator for patients in their clinic selection. Aura is a world-class but affordable solution offering expert-led wellbeing support, integrated with clinic experience. Aura is what I wished for, when I was going through IVF,” explains Abi Hannah, CEO.

Other apps spotted by Springwise that provide patient support include an app for at-home hormone tracking, and an online platform providing holistic care for cancer patients.

Written By: Katrina Lane



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