We are Fertifa

We are Fertifa

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.

Our leadership team

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.

Hema Wara

Product Director

Hema has spent over 12 years as an HR professional with a focus on implementing effective and people-focussed HR policies. She leads on helping companies and individuals throughout their Fertifa journey and ensures everyone makes the most of the benefits on offer to them.

Hema has a wealth of experience as an HR Business Partner at FIS and is our resident Fertility Nutritionist.​

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 the London Women’s Clinic, HCA, London Bridge Hospital, RBMO and St. George’s Hospital.

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 heads up our back-office functions and looks after our partnerships.

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

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; PR; 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.​