How Plan Your Baby is Transforming Women’s Health

Treatment for the 13 most common causes of infertility

Approximately 17.5% of the adult population – roughly 1 in 6 worldwide – experience infertility, showing the urgent need to increase access to affordable, high-quality fertility care for those in need.

Families in the UK facing infertility encounter various challenges, including emotional distress and psychological strain due to the inability to conceive, financial burdens associated with fertility treatments that may not be covered by the National Health Service (NHS) or private insurance, long waiting times for fertility services within the NHS, limited availability of fertility clinics, and the social stigma surrounding infertility. Additionally, navigating the complex decision-making process regarding treatment options, such as in vitro fertilization (IVF) or adoption, can pose significant challenges for individuals and couples experiencing infertility.

In 2000 the world’s fertility rate was 2.7 births per woman, comfortably above the “replacement rate” of 2.1, at which a population is stable. Today it is 2.3 and falling. The largest 15 countries by GDP all have a fertility rate below the replacement rate. Infertility exacerbates the economic challenge of low birth rates through several channels. It directly reduces fertility rates by limiting the number of individuals able to conceive and have children. The costly nature of infertility treatments, often not covered by insurance, places financial strain on families and healthcare systems. Additionally, individuals experiencing infertility may require time off work for medical appointments and procedures, impacting workforce productivity. Collectively, addressing infertility through improved access to treatments and support services is essential to mitigate these economic impacts and address low birth rates.

Plan Your Baby’s Solution

Plan Your Baby is a Fertility and Pregnancy Telehealth Clinic providing end-to-end clinical, digital, affordable, effective, personalized and fast solutions for fertility and pregnancy related problems.

Plan Your Baby helps address some of the most common causes of infertility, including PCOS, polyps and fibroids, luteal phase defects, low ovarian reserves, pelvic inflammatory diseases, thyroid conditions, and hypothalamic dysfunction.

How Femovate Helps

Plan Your Baby was awarded sponsorship through Guidea’s Femovate program for ‘23-’24.

As part of the Femovate sponsorship, designers and researchers from Guidea are working closely with Plan Your Baby to create an exceptional customer experience for women seeking solutions for infertility. Plan Your Baby and Proov, both startups in the Femovate program, have recently partnered to provided insights and solutions for infertility. 

"Since I first got introduced to the Guidea company I was amazed by the team, their professionalism and support they provide to the founders. Working with Guidea was and is an absolute pleasure. Guidea has helped us on many aspects including building a UX landing pages within the shortest period of time."

- Marija Skujina, CEO, Plan Your Baby

For more information about Plan Your Baby, visit and follow them on LinkedIn

For more information on Femovate visit and follow us on LinkedIn

For interviews please contact Theresa Neil

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The application period for Femovate 2023-24 is now closed. Follow us on LinkedIn for updates and the selected startups announcement.