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Meet the Fertifa team

Fertility, private healthcare, HR and benefits specialists

Meet our Leadership team

Our mission is to make reproductive health care accessible and affordable for everyone.

We are a team of world-class healthcare professionals, employee benefits experts and fertility specialists. 

Many of us have experienced fertility challenges first-hand.  We aim to draw on our personal and professional experiences to make fertility care more accessible, inclusive and affordable for everyone regardless of age, gender, sexual orientation, gender identity or marital status.

Tony Chen

CEO and Founder

Tony founded Fertifa with the single aim of making fertility care more accessible, inclusive and affordable for everyone. He has international commercial expertise across the UK and China.

Tony has previously held positions at JP Morgan and Bernstein Research. He holds a BSc & MSc from the London School of Economics. and CFA Charter Holder.

Nick Kuan

Finance & Operations Director

Nick has extensive commercial experience across the fertility sector including roles held as Deputy CFO of the London Women’s Clinic, London Egg Bank and London Sperm Bank. He looks after our commercial partnerships and has oversight of our clinic operations.

Nick holds a BSc from the London School of Economics and is a Chartered Accountant, trained by KPMG.

Hema Wara

Product Director

Hema spent over 15 years as an HR professional, most recently as a Senior Group HR Business Partner at FIS, implementing effective and people-focused HR practices. She leads on helping companies and individuals through their Fertifa journey and ensures everyone makes the most of the benefits on offer to them.

Hema has experienced her own fertility journey and is our resident Fertility Nutrition Advisor.

Dr Gedis Grudzinskas

Medical Director

Gedis’ career spans more than 30 years advising and caring for patients undergoing fertility treatment. He has been a leading expert at the forefront of the fertility industry across Europe.

He currently works with Boston Place, alongside the Princess Grace Hospital & St. George’s Hospital. Find out more.

Sarah Pryor

Engagement & Marketing Lead

Sarah has over 22 years’ experience working in marketing and communications. She works across our full strategic marketing portfolio including brand, public relations, thought leadership, content, events and digital marketing.

Sarah is a Chartered Marketer with CIM.

Bruce Eaton

Business Development Lead

Bruce has 28 years’ experience in sales across private healthcare, benefits and insurance industries. He was previously the Managing Director of Healix and Head of Business Development of Allianz.

Through his industry knowledge, Bruce engages with our prospective clients and helps identify their needs – and what we can do to help them.​

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