London-based Aura is on a mission to transform the IVF experience, making it more personable and supportive. The femtech startup has just raised about €700k in pre-seed funding led by Ascension with other notable investors including Charlotte Street Capital and the VP of Snap.
Aura was founded in 2020 by Abi Hannah and Karen Hanson who both went through the traumatic experience of miscarriages and failed IVF cycles. The female entrepreneurs were then joined by Jo Living as the third co-founder. The B2C app was launched in October 2020, receiving 6k downloads in just 6 months. Recognising that fertility treatment is more than just a clinical procedure, Abi, Jo and Karen have developed an innovative, evidence-based tech companion for every stage of the IVF journey.
Jo Living, COO, explained: “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”
Aura is disrupting the fertility market working alongside clinics to support the emotional health and fertility wellbeing of their patients, helping them to feel informed, more in control and confident at every turn. The platform exceeds regulatory requirements set for clinics by HFEA and ESHRE guidance. Providing comprehensive, evidence-based psychosocial support, Aura’s partner clinics lead the way in whole-person fertility healthcare.
While stats show that 90% of people who are struggling to conceive report stress, anxiety or depression with more than 40% experiencing clinical depression and 87% experiencing anxiety – there can be no doubt to emotional trauma and stress IVF treatment can provoke.
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.”
At the same time, the global IVF market is growing – projected to reach $36.4 billion by 2026. In the US and UK alone, there are an estimated 40k IVF cycles per year, almost 2.5 million globally.
Despite the increasing numbers of people undergoing fertility treatment, the emotional impact has been left neglected.
This is where Aura comes in. The femtech startup is transforming the experience by providing personalised wrap-around support for IVF hopefuls. The Aura platform supports fertility clinics to provide pioneering whole-person care for every treatment cycle.
Karen Hanson, CCO added: “I know first-hand just how distressing and isolating infertility and pregnancy loss can be. No one should be left feeling confused, anxious and alone. I passionately believe that access to reliable information and support should be available at every step of the IVF rollercoaster. Aura is here to help.”
This pre-seed raise comes after the young company completed accelerator programmes with M Accelerator in LA, and Virgin Startup and FemTech Lab in Europe. The investment round is funding key hires, platform development and a complete rebrand from Fertility Circle to Aura.