Built by clinicians,for clinicians.
My Fertility Insights was founded to close the evidence gap in fertility care — giving every GP and specialist the same quality of decision support that previously only existed in elite academic centres.
5+
International Guidelines
94%
Guideline Accuracy
3
Continents Served
500+
Clinicians Onboard
Closing the evidence gap in fertility care
Too many patients waited months for specialist referrals — only to arrive with incomplete investigations, no baseline hormone profiles, and no structured documentation. The information existed. The guidelines existed. What was missing was a tool that made them accessible at the point of care.
We set out to build something different: a transparent, auditable, evidence-first platform that supports the clinician — never replaces them. Every recommendation cites its source. Every pathway can be traced back to a published guideline. The clinician always makes the final call.
"We wanted every GP to have the same decision support that we had as fertility specialists — without the five-year subspecialty training."
— Dr. Emma Clarke, Co-founder & CMO
The Problem Identified
Dr. Emma Clarke, working in a busy NHS fertility clinic, noticed that referral letters from GPs were highly inconsistent — missing key investigations, lacking guideline context, and delaying patient care by months.
Research Phase
A multidisciplinary team of reproductive endocrinologists, andrologists, and clinical informaticists spent 18 months mapping decision pathways across WHO, ASRM, ESHRE, NICE, and ACOG guidelines.
Pilot Launch
The first version was piloted across 12 GP practices and 3 fertility clinics in the UK and Ireland. Feedback from 80+ clinicians shaped the current interface and recommendation engine.
Full Platform Release
My Fertility Insights launched publicly with full HIPAA, GDPR, and UK GDPR compliance — reaching clinicians across the UK, EU, and North America within the first six months.
Global Expansion
Onboarded 500+ clinicians across 3 continents. Added the Pre-ART Optimisation Module and launched research-grade analytics for academic institutions and fertility networks.
How we build our recommendations
Evidence-based clinical decision support requires rigorous methodology. Here's exactly how every recommendation in My Fertility Insights is created, validated, and maintained.
World Health Organization
"Laboratory Manual for the Examination and Processing of Human Semen, 6th Edition (2021)"
American Society for Reproductive Medicine
"Practice Bulletins & Committee Opinions (2023)"
European Society of Human Reproduction and Embryology
"Clinical Guidelines on Ovarian Stimulation & Endometriosis (2023)"
National Institute for Health and Care Excellence
"Fertility Problems: Assessment and Treatment — CG156 (2023 update)"
American College of Obstetricians and Gynecologists
"Practice Bulletins on Infertility & Endocrine Disorders (2023)"
European Association of Urology
"Guidelines on Male Infertility (2023)"
Our Four Core Methodology Principles
Full Transparency
Every recommendation displays its evidence source, guideline version, and evidence level. Nothing is a black box.
Rule-Based Logic
Our engine uses deterministic rule-based pathways — not opaque ML models. Every step is auditable and explainable.
Annual Guideline Review
A dedicated clinical team reviews all 5 guideline sources annually and updates pathways within 90 days of major revisions.
Clinician Override Always Available
Every recommendation can be overridden or annotated by the treating clinician. The platform supports — never dictates.
The people behind the platform
Our core team combines decades of frontline clinical experience with deep expertise in evidence synthesis, clinical informatics, and regulatory compliance.
Reproductive Endocrinology
Dr. Emma Clarke
Co-founder & Chief Medical Officer
MRCOG, MRCPI, PhD (Cambridge)
Former consultant at Cambridge University Hospitals. 15+ years in clinical reproductive medicine. Led the original evidence mapping project across WHO, NICE, and ESHRE guidelines.
Andrology
Dr. James Adeyemi
Co-founder & Clinical Director
FECSM, FRCS(Urol), MSc (Andrology)
Specialist andrologist with clinical experience across London, Lagos, and Boston. Led EAU male infertility pathway integration and spearheaded the semen analysis reference engine.
Clinical Research
Dr. Priya Sharma
Head of Guideline Integration
MRCOG, MSc Clinical Trials (UCL), DFSRH
Trained at UCL and AIIMS Delhi. Manages the annual guideline review cycle and ensures recommendation accuracy across all ASRM, ESHRE, and ACOG updates.
Reproductive Biology
Dr. Michael O'Brien
Chief Science Officer
PhD (Oxford), BSc Biochemistry, FIBMS
Computational biologist turned clinical informaticist. Designed the rule-based decision engine architecture and oversees all algorithmic quality assurance and audit trail systems.
Gynaecology
Dr. Lena Fischer
European Clinical Affairs Lead
Facharzt Gynäkologie, MRCOG (Intl), MBA
Previously at Charité Berlin and Fertility Europe. Oversees GDPR compliance in clinical workflows, EU regulatory alignment, and localization of pathways for European clinicians.
Clinical Workflow Design
Sarah Chen
Head of Clinical UX & Product
MSc Human-Computer Interaction, BSc Nursing
Former clinical nurse and UX researcher at NHS Digital. Ensures the platform fits naturally into real clinical workflows — every screen is tested with practising clinicians before release.
Guided by world-class expertise
Our independent advisory board provides ongoing scientific oversight, guideline review, and regulatory guidance to ensure the platform remains current and clinically credible.
Prof. Alistair Mackay
Scientific Advisor — Reproductive Immunology
University of Edinburgh, Department of Obstetrics & Gynaecology
Author of 140+ peer-reviewed publications. Former chair of the ESHRE Implantation & Early Pregnancy Special Interest Group.
Prof. Yasmin Al-Rashid
Scientific Advisor — Endocrine Disorders in Fertility
King's College London, Endocrinology & Diabetes
PCOS International Committee contributor. Led the Polycystic Ovary Syndrome NICE pathway review committee (2021–2023).
Prof. Hans-Dieter Wolff
Scientific Advisor — Male Reproductive Medicine
Ludwig Maximilian University of Munich, Urology
EAU Male Infertility guideline panel member. Contributor to WHO semen analysis reference range revision. 20+ years in clinical andrology.
Dr. Aisha Okonkwo
Regulatory & Compliance Advisor
Former NHS Digital / MHRA Digital Health Team
Specialist in UK MHRA AI/ML medical device regulation and NICE evidence standards for digital health tools. Advises on regulatory classification and clinical safety documentation.
What we stand for
Patient Safety First
Every product decision is evaluated through the lens of clinical safety. When in doubt, we default to conservative pathways and escalate to specialist review.
Radical Transparency
We believe clinicians deserve to know exactly why a recommendation is made. Full source citation, guideline version, and evidence level — always visible.
Clinician-Centred Design
Our product decisions are driven by clinical workflow research. Every feature is co-designed with practising clinicians before release.
Regulatory Integrity
We proactively engage with MHRA, FDA, and EU MDR guidance. We do not overstate our regulatory position and maintain clear non-device CDS classification.
Join a growing community of evidence-driven clinicians
Start your free trial today and see why hundreds of fertility specialists and GPs trust My Fertility Insights for structured, evidence-based care.
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