Apricity Fertility, a UK-based 'virtual' fertility clinic, ceased all operations on 1 January 2025.
Launched in London in 2018, Apricity branded itself as the UK's 'top virtual fertility clinic'. Unlike traditional IVF, which requires numerous clinic visits, Apricity adopted a remote approach, offering online consultations and at-home fertility tests. Patients received personalised guidance throughout their treatment journey via Apricity's app. Through its partner clinics, Apricity also offered egg and sperm freezing and egg donation services.
On 20 December 2024, Apricity notified all customers by email: 'Effective from 1 January, Apricity Fertility is ceasing all operations, including appointments, consultations, tests and treatments. We deeply regret any inconvenience or distress this may cause.' A follow-up statement on its website read, 'Patients will either be able to continue the treatment they have paid for at a partner clinic or, if they cannot, they will receive a refund.'
In 2022 the company secured £14 million in funding to accelerate its expansion across the UK and into Europe. In the summer of 2024, Apricity's founder and CEO, Caroline Noublanche, resigned. In December 2024, the company experienced unexpected financial difficulties after a planned investment fell through, resulting in Apricity's closure.
One woman, who was scheduled to have her embryo transfer in January, told the Mail on Sunday: 'I was waiting to get a call from my consultant to tell me what the next stage of my treatment would be. Instead, I received the email saying the whole clinic was closing. It was shocking. In fertility treatment, even a month's delay can make a big difference.'
Apricity worked with licensed treatment centres to ensure patient access to necessary services and has advised patients with stored embryos, eggs, or sperm to contact their centre to discuss future storage fees. Women who received deliveries of unused fertility medications from Apricity were informed that these were non-refundable, in accordance with UK health and safety standards.
As a virtual clinic, Apricity was not regulated by the Human Fertilisation and Embryology Authority (HFEA), which oversees physical fertility clinics.
HFEA chief executive, Peter Thompson, said: 'We would expect Apricity to ensure that any eggs, sperm, or embryo stored in the UK are looked after.' Apricity confirmed this, stating: 'We can assure all patients that ongoing safe storage of frozen eggs, sperm and embryos will be provided by our partner IVF clinics.'
Conservative Party MP and former heath minister Dame Caroline Dinenage told the Mail on Sunday: 'This is a classic case of regulation not keeping pace with modern life. We urgently need the Government to look at how companies like this are regulated.'
Apricity issued an update on 7 January, saying, 'All patients currently undergoing IVF treatment, who have chosen to continue care at one of our partner clinics, have now been transferred. We have now commenced the refund process for our patients… Patients who accessed our clinic as part of an insurance programme or fertility payment plan provider are asked to liaise directly with their insurer regarding refunds.'
Sources and References
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HFEA statement on Apricity Fertility ceasing operations
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Hundreds of couples desperate for a baby are left in limbo after London-based IVF clinic closes without any warning
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Push for new IVF laws after hundreds of couples trying to a baby left devasted by clinic's sudden collapse
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Apricity closure FAQs
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UK-based Apricity raises €17 million for its virtual fertility clinic and embarks on European expansion
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Entrepreneurs: Apricity's Caroline Noublanche on providing fertility health support the digital way
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