Carea unveils IVF support app to ease fragmented care

Carea has launched a digital support tool for people undergoing IVF, IUI, and egg freezing, as UK fertility clinics report rising demand and concerns grow about fragmented care between appointments.

The London-based pregnancy and postpartum platform has added a "Trying to Conceive: IVF/IUI Mode" to its app. It is positioned as a structured companion for day-to-day parts of treatment that often happen away from clinics, such as medication schedules and self-administered injections.

More than 100,000 fertility treatment cycles took place in UK clinics last year, according to industry figures cited by Carea. Specialists have warned that rising volumes can make care feel more transactional, with less continuity and limited time for questions outside scheduled appointments.

Product Features

The new mode centres on a medication tracker that lets users enter a personalised plan, receive timed reminders, and log doses. It also includes step-by-step video guidance on medication preparation and administration.

IVF-related educational content is also included, with expert-led articles and podcasts, plus affirmations tailored to fertility treatment.

A visual progress indicator shows where a user is within a treatment cycle. The design was shaped by feedback from women currently undergoing fertility treatment, including reports of managing up to six medications a day while working and handling everyday life.

Care Gaps

IVF is typically presented as a closely monitored medical process, but patients often handle much of the practical workload at home. This can include injections, precise medication timing, and adapting to changes in protocols. Emotional strain can also build, particularly when appointments are spaced weeks apart.

The launch comes amid uneven access to fertility services in the UK. NHS-funded IVF cycles account for 27% of all treatments, according to public data cited by Carea. Nearly 70% of local authorities fund only one cycle for women under 40 who have been trying to conceive for two years, leaving many patients to pursue private treatment.

Private IVF can cost several thousand pounds per cycle, excluding medication and additional procedures. Costs can rise quickly if more than one cycle is needed or if clinicians recommend extra tests and add-ons.

Demographic shifts also play a role. More people are having children later in life, and around one in seven couples in the UK experience difficulties conceiving, according to widely cited estimates referenced by Carea.

Carea Founder and Chief Executive Anastasia Shubareva-Epshtein said the feature reflects her own experience of treatment.

"It's the tool I wish I had when I was going through IVF myself," said Anastasia Shubareva-Epshtein, Founder and CEO, Carea.

She described the pressures of managing treatment at home and the volume of questions that can arise during a cycle.

"It can be an incredibly isolating and challenging journey. There are countless questions that come up every day, from practical concerns about medication and timing to the constant 'what ifs' that weigh on your mind," said Shubareva-Epshtein.

She also highlighted the gap between clinic visits and the daily reality of treatment.

"Appointments are often weeks apart, yet the treatment itself is happening daily at home. Having a trusted, reliable place to turn to for clear guidance and reassurance would have made a world of difference during such an intense and uncertain time," said Shubareva-Epshtein.

Dr Anil Gudi, Founder of Fertility Plus and Medical Advisor at Carea, linked the product's rationale to how fertility care is delivered across multiple visits and providers.

"Many of the patients I see say that, prior to coming to my clinic, they had not experienced continuity of care with the same doctor during their treatment. Sadly, IVF care in the UK is becoming increasingly impersonal," said Gudi.

Wider Roadmap

The IVF and IUI feature joins Carea's existing pregnancy and postpartum mode, which focuses on maternal wellbeing and daily tracking. The company plans to add a "Healing After Loss Mode" for people who have experienced failed IVF cycles or miscarriages.

The IVF and IUI mode is available free to new and existing users via an app update. Carea expects to expand its fertility-related tools as demand for support outside clinic settings continues to grow.