Empowering women everywhere to take charge of their fertility and future.

Our story: Why we built fertie

We didn’t plan to become fertility experts. We started as two friends, each navigating our own fertility timelines — and realising how little clear guidance there was.

For Zoe, it was the shock of seeing her AMH levels drop dramatically at 32. “I always imagined having a big family — four kids, maybe more — and thought I had time. But suddenly, I was staring at numbers that meant if I delayed any longer, I might lose the chance entirely.” Over 18 months, she went through four and a half rounds of egg freezing — determined to build the support, education, and systems she wished had existed earlier, so others wouldn’t risk missing their window.

For Jane, it was being diagnosed with low ovarian reserve at 36, despite having no family history of fertility issues. “I always assumed I’d be fine — I come from a big family... having five siblings, and my sisters all had kids without problems. But the numbers told a different story.” That same year, she also lost her father, a time of profound personal upheaval. It wasn’t until she was 38, after becoming certain she wanted to have children, that she began IVF. From there, she faced multiple rounds, chemical pregnancies, and losses. “I just kept wishing someone had told me all of this in my 20s.”

We built fertie because no one should have to figure this out alone. Fertility is full of unknowns — complicated timelines, emotional decisions, and gaps in information. What we both needed, and struggled to find, was trusted, clear guidance and support from people who had lived it — before it was too late.

Today, fertie gives women and couples worldwide the education, support, and real-world insight we wish we’d had — so you can move forward with confidence, not guesswork.