UK virtual fertility clinic Apricity has acquired Woom, a Spanish women’s health app offering period tracking and community support for those looking to conceive a child.

Founded in 2015 in Madrid by Clelia Morales and Laurence Fontinoy, Woom has created an 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 largest databases on women’s fertility cycles.

Through the acquisition, Apricity plans to improve four areas of acceleration as it looks to realise its ambition of becoming a one-stop-shop for all things fertility. These are improved lead generation, geographical expansion beyond France and the UK, increased user engagement, and AI optimisation.

The acquisition should allow Apricity to offer a comprehensive fertility pathway, from conception guidance and tracking, through to treatment and throughout all stages of pregnancy. With half 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), and conception success rates higher than the national average (46% versus 31%), Apricity says it is 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 as one in six couples globally experience infertility, Apricity’s innovation means it is well positioned to become a European leader in fertility care.

“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,” said Apricity CEO Caroline Noublanche. “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 COO Clelia Morales added: “Woom is delighted to be joining forces with Apricity. Together we have a shared an 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.”

Founded in London and Paris in 2018 by femtech entrepreneur Noublanche and fertility expert Andrew Berkley, Apricity uses scientific expertise, data and technology. Each patient is assigned a set of dedicated fertility advisors, a bespoke medical companion app and transparent pricing options. Its virtual platform empowers patients to take control of their fertility journey, resulting in improved success rates and greater patient satisfaction.