Aura has raised €700k in pre-seed funding to improve the IVF experience for women by making it more personable and supportive.
The London-based company was founded in 2020 by Abi Hannah and Karen Hanson who both experienced traumatic miscarriages and failed IVF cycles. The women were also joined by Jo Living as a third founder. Their combined experiences inspired the team to develop Aura, a B2C app that launched in October 2020 receiving 6k downloads in just six months.
The women recognised that fertility treatment is more than just a clinical procedure so they went on to develop an evidence-based tech companion for every stage of the IVF journey.
Global IVF markets and Aura
It works by empowering patients by helping them to feel informed, more in control and confident. It provides comprehensive, evidence-based psychosocial support. The platform exceeds regulatory requirements set for clinics by HFEA and ESHRE guidance.
Jo Living, COO, said: “Aura is a much needed B2B2C platform that transforms the IVF experience with trusted information, psychosocial care and expert support. Aura helps fertility clinics to meet their regulatory requirements on emotional support, as well as supporting physical wellness and lifestyle changes.
Leveraging AI to improve patient experience, whole-person wellness and ultimately pregnancy rates, Aura will rapidly become the essential IVF companion globally”
Abi Hannah, CEO, said: “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.”
The global IVF market is thriving with projections of $36.4 billion by 2026. Femtech companies, start-ups and businesses are a substantial portion of this.
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