London-based Apricity, the company known for its virtual fertility clinics, has acquired Woom, a women’s health app offering period tracking and community support for those trying to conceive. Woom was founded in 2015 by Clelia Morales and Laurence Fontinoy in Spain and has created a robust AI engine that offers a personalized period tracker and manages a community of 1.8 million registered users internationally. Woom has registered more than 156,000 pregnancies to date.

Through the acquisition of Woom, Apricity will supercharge four key areas of acceleration as it looks to realize its ambition of becoming a one-stop-shop for all things fertility. These include improved lead generation, geographical expansion beyond France and the UK, increased user engagement, and AI optimisation. The acquisition will allow Apricity to offer a truly comprehensive fertility pathway, from conception guidance and tracking, through to treatment and throughout all the stages of pregnancy. With 50% of Woom’s monthly average users struggling to conceive, Apricity will be able to offer a proactive, rather than reactive, treatment plan to all prospective customers, much earlier in their fertility journey. 

Apricity Co-Founder and CEO, Caroline Noublanche says: “Under Clelia Morales and Laurence Fontinoy’s incredible leadership and vision, Woom has become a reference for millions of women trying to conceive in Spain and Latin America. I am thrilled to have Woom join the Apricity family as we continue our European geographical expansion, offering truly personalized fertility care using the very best in data and digital to women and couples that are having difficulty with conception. The Woom app will also help Apricity deliver its promise of less stress and more success to people who are not eligible, or not yet ready for treatment.”

Woom Co-Founder and COO, Clelia Morales adds: “Woom is delighted to be joining forces with Apricity. Together we have a shared and aligned mission in family building and are committed to delivering a customised data-driven and community-based solution, to empower and connect women to better understand their choices for becoming a mother. There is still a long way to go in ensuring that people have a more full-filling and stress-free fertility journey.”

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