Why do we exist

In 2015, Nader AlSalim, our CEO and founder, and his wife decided to have a baby. Unfortunately things weren’t as simple as they’d hoped. After exploring their options, as a lot of couples do, they turned to IVF. The next four years involved four failed IVF cycles in three different clinics in two countries and £50,000 in medical bills. And a lot of pain. The process they went through and how they felt along the way isn’t fair to ask of anyone. And their experience was typical of a broken health care system that often leaves people feeling overwhelmed and powerless. We decided to take on the system and make things better for everyone. Beginning with access. By starting from scratch, we are designing a full end to end IVF experience with the patient in mind.