Blog > Apricity expands footprint with Woom acquisition

Apricity expands footprint with Woom acquisition

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Apricity, the world’s first virtual fertility clinic, has acquired Woom, a leading international women’s health app offering period tracking and community support for those looking to conceive a child. 

Founded in 2015, in Madrid, Spain, by Clelia Morales and Laurence Fontinoy, Woom has created a robust AI engine that offers a personalised period tracker and manages a community of 1.8 million registered users internationally. Woom has registered more than 156,000 pregnancies to date and one of the most substantial databases on women’s fertility cycles.

Through the acquisition of Woom, Apricity will supercharge four key areas of acceleration as it looks to realise 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 optimization. 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. 

With high patient satisfaction scores (4.84/5 Doctify)[i], and conception success rates significantly higher than the national average (46% vs 31%)[ii], Apricity is leading the way in transforming the fertility experience and reimagining the patient care model. Through its offices across Europe’s three largest markets and with the global fertility service market predicted to grow 15.9% year on year (2021-27)[iii] as 1 in 6 couples globally experience infertility[iv], Apricity’s innovative solution means it is ideally positioned to become a European leader in fertility care. 

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 personalised 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 commented:

“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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About Apricity

Apricity is the next generation fertility clinic with a vision to create fertility care that is truly centred around the patient. Founded in London and Paris in 2018 by femtech entrepreneur Caroline Noublanche and fertility expert Andrew Berkley, Apricity uses the best of scientific expertise, data, and technology to disrupt and outperform the traditional clinic model. Each Apricity patient is assigned a set of dedicated fertility advisors, a bespoke medical companion app and fully transparent pricing options. Its unique virtual platform empowers patients to take control of their fertility journey, resulting in improved success rates and greater patient satisfaction. Apricity believes that with less stress, comes more success. To learn more about Apricity, please visit:  

[i] Doctify 2022 4.84/5

[ii] Clinical Pregnancy Rate for all eggs (2019-21).Data taken from HFEA 2019 average for clinics in UK

[iii] Fertility service market includes fertility treatments, drugs & medical equipment, 2021 Allied Market Research Report

[iv] HFEA, Fertility treatment 2018: trends & figures

Written by Apricity Team

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