News
Fairtility expands European market penetration, as clinics embrace breakthrough AI technology in IVF
One year following CE MDR clearance, Fairtility has emerged as the AI decision support platform of choice in European fertility practice

Fairtility, the transparent AI innovator powering IVF for improved outcomes, has announced it is expanding its geographic footprint across Europe.
One year since receiving CE MDR clearance for CHLOE EQ™, Fairtility has established a strong presence in countries, including the United Kingdom, Spain, Turkey, Greece, and Norway, in its mission to transform the IVF landscape.
“Clinics across Europe have embraced CHLOE EQ™, and they are seeing the disruptive capabilities of the platform, both in terms of embryo selection and providing patients the most advanced and transparent IVF experience available,” said Eran Eshed, CEO and Co-founder of Fairtility.
“These clinics are charting the path forward as AI progresses to become part of the standard of care across the IVF journey.”
With one in six people experiencing infertility in their reproductive years, the IVF market is growing. Fertility care providers must expand capacity by seeking opportunities to create workflow efficiencies both within and beyond the embryology lab.
CHLOE EQ™ represents a breakthrough in the IVF field, enabling clinics to reduce time spent on manual embryo annotation by an average of 33 per cent per cycle. This has resulted in a 30-50 per cent increase in IVF cycle capacity in clinics.

“Implementing AI technologies entering the IVF space challenges traditional norms and drives innovation forward for the entire industry,” said Suzanne Cawood, director of embryology, CRGH UK.
“AI tools like CHLOE EQ™ are necessary for improving the efficiency of IVF processes and increasing transparency. They are also the answer to IVF professional shortages and embryologist burnout resulting from the volume of administration associated with a single IVF cycle.
“Fairtility’s AI makes IVF more efficient and accessible to the growing population of people seeking fertility treatment.”
To thrive in the digital age, clinics must embrace a fully digital IVF journey that is streamlined and transparent for all stakeholders. Fairtility understands this imperative and is supporting clinics in achieving digital transformation for the IVF journey.
CHLOE EQ™ integrates with leading IVF EMR providers, enabling data to flow freely from lab-to-fertility specialist-to-patient, paving the path for more open communication on treatment plans and progress.
Shabana Sayed, senior embryologist and IVF lab manager at Klinikk Hausken, part of Medicover, said: “We selected CHLOE EQ because of its ability to provide quantifiable biological data on embryo development, quality and viability. This transparency and interpretability set it apart from other AI-based decision support tools available.
“Our embryologists see this system as a companion that helps augment and standardise decision making. It speaks to them in a language they understand –human biology.”
CHLOE EQ™ is the only commercial AI decision support platform able to quantify biomarkers throughout embryo development, automatically analysing established morphological and morphokinetic features, which are traditionally captured in a time-consuming and subjective manner.
Through translation of computational information to biologically relevant interpretation made ready for clinical decision making, CHLOE is the first and only transparent AI system able to automate analysis of the full spectrum of biological events related to embryo development.
“Together with our visionary partner clinics, we are reshaping the fertility landscape, addressing the urgent need for improved outcomes, and providing patients with the transparency and control they desire,” said Eshed.
Fairtility has implemented its transparent AI tool in 10 clinics, including:
- IVF London, UK
- Harley Street Fertility Clinic, UK
- The Centre for Reproductive and Genetic Health (CRGH), UK, part of Future Life
- MEMORIAL IVF, Turkey
- Next Fertility Murcia at Tahe Medical Center, part of Next Clinics, Spain
- Tambre Fertility Clinic Madrid, Spain
- The Institute of Life – IASO, the leading Assisted Reproduction (IVF) Unit, Greece
- CRA Barcelona, Spain
- Klinikk Hausken, part of Medicover, Norway
- Instituto Bernabeu, Spain

Pregnancy
Pregnant women may reduce key health risk through more light exercise, study finds

Light exercise and less sitting may reduce pregnant women’s risk of serious blood pressure complications, according to a new study.
Researchers have proposed a daily activity and sleep guide that they say was linked to a nearly 30 per cent lower risk of hypertensive disorders of pregnancy.
The suggested pattern includes fewer than eight hours of sedentary time, at least seven hours of light physical activity, around 22 minutes of more intense activity and nearly nine hours of sleep.
The University of Iowa-led study examined the daily behaviours of 470 pregnant women across all stages of pregnancy.
Participants wore monitors that measured physical activity over 24-hour periods and recorded how long they spent asleep.
Hypertensive disorders of pregnancy include chronic high blood pressure, gestational hypertension and pre-eclampsia.
Gestational hypertension is high blood pressure that develops during pregnancy, while pre-eclampsia is a potentially serious condition involving high blood pressure and signs that organs may be affected.
Sedentary behaviour means being mostly inactive, such as sitting or lying down.
Light physical activity can include casual walking, moving around the home or standing.
Moderate to vigorous activity includes movement such as brisk walking, where breathing and heart rate increase.
Kara Whitaker, associate professor in the department of health, sport, and human physiology at Iowa and corresponding author of the study, said: “We are identifying the optimal composition of movement behaviours across the day associated with the lowest risk of developing HDP and the most improved health outcomes.
“This blueprint holds for each and every trimester of pregnancy.”
Study participants were enrolled at sites in Iowa City, Pittsburgh and Morgantown, West Virginia.
The women wore activity and sleep monitors for at least one week during each trimester of pregnancy.
Four in five participants were non-Hispanic white and nearly a quarter lived in rural areas.
The data showed a steep rise in risk among pregnant women who were sedentary for more than 10 hours a day.
Women who increased light physical activity to at least four hours a day reduced their risk of hypertensive disorders of pregnancy to 15 per cent from 30 per cent.
Whitaker said: “Just moving around more seems to have significant health benefits.
“And I think it also may be a more feasible target for women who are pregnant who are not exercising regularly.”
The researchers said they were surprised that longer durations of moderate to vigorous physical activity did not appear to provide additional benefit.
Sleep beyond a certain duration also did not appear to bring major further benefits.
Whitaker said: “Through this study, we are providing evidence that reducing sedentary behaviour and engaging in light physical activity are important, and maybe more important, when it comes to pregnancy and health.”
The findings may be relevant beyond pregnancy because clinical research has shown that women who develop hypertensive disorders of pregnancy are more than twice as likely to develop heart disease later in life.
Cardiovascular disease includes conditions affecting the heart and blood vessels, such as heart disease and stroke.
Whitaker said: “We know that cardiovascular disease is the number one killer of women, and if we can intervene in pregnancy and prevent women from developing a hypertensive disorder of pregnancy, we are putting them on a better trajectory, away from cardiovascular disease and toward more optimal cardiovascular health.”
The study was published online on June 10.
A second study, published online on May 27, looked more closely at the ratio and type of sedentary behaviour and light physical activity linked to a lower risk of hypertensive disorders of pregnancy.
Whitaker is a lead co-author on that study.
Co-authors in the June 10 study include Alex Crisp, Jaemyung Kim, Karina Smith, Donna Santillan, Mark Santillan and Bridget Zimmerman, from Iowa; Jacob Gallagher, from Iowa State University; Melissa Jones, from Oakland University in Michigan; Bethany Barone Gibbs, Katrina Wilhite, Alexis Thrower and Iqra Sheikh, from West Virginia University; and Sabera Rahman, Janet Catov, Christopher Kline and Maisa Feghali, from the University of Pittsburgh.
The National Institutes of Health, the University of Iowa Institute for Clinical and Translational Science, the University of Pittsburgh Clinical and Translational Science Institute and the West Virginia Clinical and Translational Science Institute funded the research.
News
Femtech World Awards 2026: Winners revealed

We are excited to reveal the winners of the third annual Femtech World Awards.
The winners were announced at a virtual event this afternoon attended by shortlisted companies, along with sponsors and judges.
The event welcomed guests from the UK, Europe, Asia, Africa and North America.
Thank you to all 174 entries, as well as the sponsors for making the event possible.
See you in 2027!
Femtech World Awards 2026 Winners

Winner:
Shortlisted:
IVI RMA x Juno Genetics
Natural Cycles

Winner:
Highly commended:
U-Ploid
Shortlisted:
Hello Inside

Winner:
WISE HF, led by Prof. Mary Ryder
Highly commended:
Cardiac College for Women
Shortlisted:
Hyvelle Ferguson-Davis
CognitiveCare

Winner:
Highly commended:
Youterus
Shortlisted:
ŌURA

Winner:
Shortlisted:
LeanShield by ParrotPal Group
Perigen

Winner:
Shortlisted:
Body Moody
Looop

Winner:
Shortlisted:
Owning Your Menopause
Womeno

Winner:
Shortlisted:
The Blue Box
Celbrea

Winner:
Shortlisted:
HealCycle
Mor

Winner:
Shortlisted:
HRC Fertility
Mira
Motherhood
Expectations about sleep affect postpartum sleep quality, study finds

Pregnant women’s expectations about postpartum sleep may predict sleep quality after birth, outweighing prior sleep and psychiatric history, a study suggests.
The findings suggest attitudes and beliefs about sleep during pregnancy could be a modifiable risk factor for postpartum sleep concerns.
They also indicate that, among women expecting the poorest sleep, higher postpartum anxiety may further worsen sleep quality.
Sammy Dhaliwal, lead author is clinical health psychologist and research fellow in the department of obstetrics and gynaecology at the Perelman School of Medicine at the University of Pennsylvania.
Dhaliwal said: “Most pregnant women in our sample anticipated poor postpartum sleep before it occurred, and it was striking that those expectations predicted worse sleep outcomes even after accounting for factors such as prior sleep disorders, psychiatric history, and number of previous births.
“This suggests that attitudes and beliefs about sleep during pregnancy may represent a modifiable target for early intervention before postpartum sleep problems emerge.”
Sleep disturbance affects an estimated 60 to 80 per cent of postpartum women and is linked to a higher risk of depression and anxiety.
Researchers said it is often regarded as an expected part of life after childbirth rather than a health issue that may be addressed earlier.
The study enrolled 432 pregnant women at about 24 weeks of gestation, meaning around 24 weeks into pregnancy.
Participants completed measures of their expectations about postpartum sleep, current sleep quality using the Pittsburgh Sleep Quality Index, and mood using validated depression and anxiety scales.
Assessments were repeated at six, 12 and 24 weeks postpartum.
A subset of 49 women also wore wrist actigraphy devices at six to eight weeks postpartum.
Actigraphy uses a wearable device, similar to a watch, to estimate sleep and wake patterns based on movement.
The results showed that 70 per cent of pregnant women, or 301 of 432 participants, expected poor sleep in the postpartum period.
Researchers found that predicted sleep disruption during pregnancy was a significant predictor of postpartum sleep concerns.
Among first-time pregnant women without prior health concerns, those who expected greater sleep disturbance had significantly more disrupted sleep after birth, measured by both actigraphy and self-report.
Among women who expected the worst sleep quality, higher postpartum anxiety significantly worsened both measured sleep and self-reported sleep, independent of anxiety levels during pregnancy.
Dhaliwal said the findings point to two possible areas for intervention: addressing sleep-related beliefs during pregnancy and treating postpartum anxiety.
Dhaliwal said: “Postpartum sleep disruption is often treated only after problems develop, but our findings suggest there may be an opportunity to intervene earlier during pregnancy.
“Addressing sleep-related beliefs and postpartum anxiety during prenatal and postpartum care may help improve sleep and emotional well-being in new mothers.”
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