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Meet Apricity

The UK's first virtual fertility clinic

Reimagining the future of fertility care

IVF has been around for more than 40 years, but the way care is delivered hasn’t really changed. At Apricity we use the latest advances in technology and AI to maximise your chances of success, while putting you at the centre of your treatment. 

Apricity was founded in 2018 by entrepreneur Caroline Noublanche and fertility expert Andrew Berkley. Together they shared a vision where technology could be used to reimagine the way we delivery fertility treatment, making it personal, accessible, supported and empowering. In fact the word Apricity comes from old English, meaning the feeling of the warmth of the sun in the depth of winter. When Caroline founded Apricity, it was this feeling of hope and light she wanted to create.

We know from research and listening to the stories of our patients that undergoing treatment can be one of the most challenging experiences in life. We are your sun in the depth of your winter, offering warmth, reassurance, and hope. 

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    Virtual Clinic Model
    Digital and at-home services to save you time and hassle.
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    Transparent pricing
    All-inclusive packages that include everything. No hidden costs.
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    7/7 fertility support
    Dedicated fertility advisors available every day of the week
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    Apricity companion app
    Visualise and track your treatment plan, access to your medical team through the instant chat
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    Excellent success rates
    Above the national average for both own and donor eggs
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    Egg donation expertise
    Exclusive 1:1 donor search and match service

Watch how we're different

IVF often leaves women and couples anxious, exasperated or confused by their treatment. We are here to change that.

Success stories

My world has changed with the birth of my beautiful little girl on the 28th of December. I can’t thank the Apricity team enough, you were an incredible team at every step of the process."



From start to finish the Apricity team have been amazing. They have been so informative, friendly, supportive, responsive to messages. No question was too big or small.


Egg Donation

Ⓒ Apricity Fertility UK Limited. All rights reserved