“Assisted fertility is not a healthcare niche, it is how the majority of us will create families in the future.” – Kayleigh Hartigan, CEO & Founder, SEEN
The fertility market is undergoing a radical transformation. Fueled by rising demand, technological innovation, and evolving cultural dynamics, the way we create families is dramatically changing. Globally, the fertility services market is projected to reach $1.7tn, driven by the fact that 1 in 6 people face infertility, with 6 million couples unable to conceive each year. As these global trends accelerate, the UK presents a unique opportunity as current patients are bombarded with misinformation, clinics struggle to find & onboard customers effectively, and the ecosystem lacks innovation. In the UK, over 75% of patients self-fund their fertility treatments, with the average cost for a UK cycle being £9,420, depending on location and clinic. With the majority of clinics privately owned, the market is encumbered by lack of pricing transparency and little guidance on how to select the right clinic. Patients are left navigating their fertility journey with a lack of transparency, expensive options and limited knowledge on what clinic is right for them. This creates a massive market gap for accessible, affordable, and transparent fertility solutions.
Enter SEEN: The infrastructure for self-pay assisted fertility. SEEN supports patients with detailed breakdowns of treatment costs across the UK, access to financing, personalised guidance, 1:1 support and reviews of patient’s clinic experiences. For providers, SEEN enables seamless onboarding of high-intent patients, alongside access to a real-world data feedback loop that supports continuous evolution of their care delivery.
In just a few months since launch, SEEN has collected 2,500+ detailed clinic reviews, produced 175,000+ data points, built a NHS Fertility Calculator & matching tool to help customers understand if they are eligible for NHS-funded IVF & IUI treatments, and connected people to clinics based on clinical, financial and personal preferences. They have become the first point of contact for fertility patients in the UK ranking above the NHS for key fertility-related search terms and built a network of partner clinics across the UK.
The Anthemis Female Innovators Lab Fund is proud to lead SEEN’s Pre-Seed round, alongside Houghton Street Ventures and strategic angels that have been influential in building companies such as WhatsApp and Deliveroo. From our first meeting with Kayleigh Hartigan, SEEN’s CEO, we were impressed with her healthcare & policymaking experience combined with her ability to build and grow companies. Kayleigh has scaled pan-European health tech companies Zava & HealthHero, held policymaking roles as an Advisor to the UK Prime Minister’s No. 10 Office on the UK’s Women’s Health Strategy, and founded the EU arm of US Headquartered PE Advisory firm The Marwood Group focused on healthcare transactions, including fertility.
At Anthemis, we are passionate about backing companies that embody resilience, transparency, access, and equity. We see massive potential at the intersection of FemTech and Fintech, particularly in fertility and women’s health.
We are incredibly excited to join SEEN on this journey and to help accelerate their vision to make fertility care more accessible, transparent, and equitable for all. The future of fertility care is here — and we’re just getting started.
