About Us
We are a team of fertility specialists, employee benefits experts and HR consultants.
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.
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Meet our Leadership team
Tony Chen
Founder
Tony founded Fertifa with the single aim of making fertility care more accessible, inclusive and affordable for everyone. Having spent his career working in the financial services industry – including JP Morgan & Bernstein Research, it was clear to him that reproductive healthcare support in the workplace may often be severely lacking.
An avid reader, Tony enjoys spending time with his young family (including his toy poodle, Hugo!) and meeting other entrepreneurs.
Katie Beck
CEO
With an acute awareness of the fertility and benefits sectors, Katie leads our strategy to deliver exceptional care to employees and build engaging benefit programmes that employers can utilise to enhance their wellbeing, inclusion and family-forming policies.
Previously Katie was Head of Portfolio and a partner at August Equity. She has also held various non-executive positions across a range of healthcare companies over the last 18 years.
Nick Kuan
Finance & Operations Director
A chartered accountant, Nick has held senior positions across a large group of fertility clinics and gamete banks across the UK.
He looks after our commercial partnerships and focuses on ensuring the continuous delivery of quality services across the business.
Hema Wara
Client Services Director
With nearly two decades as an HR professional across a variety of industries, Hema specialises in implementing effective and people-focused HR practices.
She is also a qualified Nutritional Advisor.
Gedis Grudzinskas
Medical Director
Gedis’ career spans more than 30 years advising and caring for patients undergoing fertility treatment.
He currently works with Boston Place, alongside the Princess Grace Hospital & St. George’s Hospital
Jo Roberts
Head of Marketing
Jo has over 20 years’ experience in marketing and content creation and is passionate about helping others achieve their family goals.
She is responsible for leading all of Fertifa’s marketing efforts; raising brand awareness and encouraging more open conversations about fertility in the workplace.
Zoe Seymour
Customer Success Manager
Zoe has worked in the fertility industry for the best part of a decade. As one of our Fertility Advisors, she looks after our patients and provides guidance and advice for any employee looking for a bit of support.
Bruce Eaton
Business Development Manager
Bruce was previously the Managing Director of Healix and Head of Business Development at Allianz. He engages with our prospective clients and helps identify their needs – and what we can do to help them.
Nicola Kempley
Customer Success Manager
Nicola has worked at one of the largest fertility clinic groups in the UK for nearly 20 years. As one of our Fertility Advisors, she looks after our patients and provides guidance and advice for any employee looking for a bit of support.
Gidon Lieberman
Deputy Medical Director
Qualifying in 1993, Gidon's specialist areas are sub-fertility, gynaecological ultrasound and minimal invasive surgery.
He believes that the fertility journey is often very strenuous, and ensures that interactions between our health professionals and your employees are supportive and personalised.
Rachel Tantrum
Client Development Director
Rachel heads up our client development team, providing tailored solutions to their wellbeing, D&I and CSR strategies.
Motivated by building positive client relationships, she's a huge advocate for making fertility care accessible and affordable for all.
Nick Kuan
Finance & Operations Director
A chartered accountant, Nick has held senior positions across a large group of fertility clinics and gamete banks across the UK.
He looks after our commercial partnerships and focuses on ensuring the continuous delivery of quality services across the business.
Hema Wara
Client Services Director
With nearly two decades as an HR professional across a variety of industries, Hema specialises in implementing effective and people-focused HR practices.
She is also a qualified Nutritional Advisor.
Gedis Grudzinskas
Medical Director
Gedis’ career spans more than 30 years advising and caring for patients undergoing fertility treatment.
He currently works with Boston Place, alongside the Princess Grace Hospital & St. George’s Hospital
Rachel Tantrum
Client Development Director
Rachel heads up our client development team, providing tailored solutions to their wellbeing, D&I and CSR strategies.
Motivated by building positive client relationships, she's a huge advocate for making fertility care accessible and affordable for all.
Zoe Seymour
Customer Success Manager
Zoe has worked in the fertility industry for the best part of a decade. As one of our Fertility Advisors, she looks after our patients and provides guidance and advice for any employee looking for a bit of support.
Jo Roberts
Head of Marketing
Jo has over 20 years’ experience in marketing and content creation and is passionate about helping others achieve their family goals.
She is responsible for leading all of Fertifa’s marketing efforts; raising brand awareness and encouraging more open conversations about fertility in the workplace.
Bruce Eaton
Business Development Manager
Bruce was previously the Managing Director of Healix and Head of Business Development at Allianz. He engages with our prospective clients and helps identify their needs – and what we can do to help them.
Nicola Kempley
Customer Success Manager
Nicola has worked at one of the largest fertility clinic groups in the UK for nearly 20 years. As one of our Fertility Advisors, she looks after our patients and provides guidance and advice for any employee looking for a bit of support.
Gidon Lieberman
Deputy Medical Director
Qualifying in 1993, Gidon's specialist areas are sub-fertility, gynaecological ultrasound and minimal invasive surgery.
He believes that the fertility journey is often very strenuous, and ensures that interactions between our health professionals and your employees are supportive and personalised.
Our partners
We partner with hand-picked, boutique, fertility clinics across the UK to offer fertility treatment – such as IVF and Egg Freezing.
We work with a variety of wellbeing providers across the UK to reduce stress and maximise the chance of clinical success.
Find out more at their website.
Success rates are above the national average, their HFEA inspection rating is 5/5 and they specialise in immunology for fertility and complex fertility cases.
Find out more at their website.
The staff are friendly, patient reviews are outstanding and their latest HFEA inspection was 5/5.
Find out more at their website.
They aim to empower men to make informed decisions about their health and lifestyle through their own smartphone device.
They provide women under our care with finger-prick blood tests
Members of the AoR have some of the highest levels of reflexology qualification in the UK.
Find out more on their website.
We sponsor the work that they do.
Evidence-based therapy founded on a set of principles that we believe best support the potential for lasting change in any individual.
We are able to offer next day delivery across the UK at no additional charge to our patients.
Over 10 years in fertility counselling for patients across the UK with any fertility background
She has been a cognitive hypnotherapist and reflexologist for over 10 years.
He focuses on removing the psychlogical blocks to getting pregnant.
Following a good fertility diet is beneficial for everyone when they are trying to conceive - they can provide the guidance and support.
CP Nursing are advocates for our patients and are experts in our public health system.
She empowers them to manage their career and find fulfilment on their journey to parenthood.
