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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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.

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.

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

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.

Brenda Muchapondwa

Lead Nurse

With over 16 years' experience working in Women's and Reproductive Health, Brenda is our Lead Nurse.

She has worked at some of the UK's leading fertility clinics and has a strong interest in surrogacy and egg donation programmes.

Zach Walters

Head of Product

Zach is passionate about advancing healthcare accessibility through technology, with previous experience at Google, Microsoft, and as the Healthcare Investment Director for Stanford’s Impact Fund.

He leads on our iOS and Android app development.