UK-based maternal wellbeing app Carea has launched a new IVF/IUI mode designed to support women managing fertility treatment and egg freezing cycles between clinic appointments – a gap that fertility specialists say is widening as demand for treatment rises.
With more than 100,000 fertility treatment cycles taking place in UK clinics each year and appointments often spaced weeks apart, patients are largely left to manage complex daily medication protocols on their own. Some women reported managing up to six medications a day, often requiring careful mixing, while balancing work and everyday life.
The new Trying to Conceive: IVF/IUI Mode, developed in consultation with fertility specialist Dr. Anil Gudi, includes a personalized medication tracker with timed reminders and dose logging, step-by-step video guides for medication preparation and administration, and expert-led educational content including articles, podcasts, and IVF-specific affirmations.
“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,” said Dr. Gudi, founder of Fertility Plus and medical advisor at Carea. “Sadly, IVF care in the UK is becoming increasingly impersonal.”
Carea was founded by Anastasia Shubareva-Epshtein after her own experience with miscarriage, IVF, and postpartum recovery. “Appointments are often weeks apart, yet the treatment itself is happening daily at home,” she said. “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.”
The feature is available free within the Carea app. The company also plans to launch a “Healing After Loss” mode to support women who have experienced failed IVF cycles or miscarriages.
