WoW Woman in FemTech | Abi Hannah, the CEO and co-founder of Fertility Circle

Abi Hannah is the CEO and co-founder of Fertility Circle. Having worked in Healthcare Management Consulting she has transitioned to become a successful tech entrepreneur, channeling her own fertility struggles into a one-stop app to support and empower anyone trying to conceive to make the right fertility choices for them. She is passionate about female empowerment, mental wellness, and the healing power of kindness. She lives in London with her partner, daughter, and their imaginary dog, Yogi.

Fertility Circle app connects people trying to conceive with expert, community, and emotional support. It empowers you with resources, tutorials, and inspiration. It's a place for virtual hugs and practical support. They host virtual expert-led events to educate and inform, as well as a community of people that just get it. Put simply, Fertility Circle is what Abi wished for when she was trying to conceive. It’s like your best friend with all the fertility smarts.

Abi, tell us a bit about your background and your projects so far.

I have a background in Private Equity and Healthcare Management Consulting. I’ve also launched startups before from yoga leggings to my own consulting firm. I’ve always had a passion for women’s wellbeing as well as mental health. It felt very natural to combine these two passions with Fertility Circle. 

How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?

It was my own journey to motherhood that was the catalyst for Fertility Circle. I did so much research and still ended up spending loads of money and making some really poor fertility choices, which will have lifelong consequences for me. It was traumatic and isolating. I didn’t want anyone else to have to go through that alone. When I met my co-founder Karen, who had also struggled to conceive, we knew we had to act. I’ve learned a lot along the way but I think there are huge barriers to entry around money and network to support a startup journey. We’ve been really lucky to be accepted onto accelerator programs in both the UK and the US, which have proved hugely valuable when starting out. 

How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in FemTech? 

We launched our app in Oct 2020 and 4 months in we have thousands of downloads and a network of support around us, including 50 world-leading fertility experts. We’ve found that the fertility sector is hugely collaborative and supportive as everyone really wants to help. It’s pleasing to see FemTech really taking off too, both in terms of innovation and investment. The biggest obstacle has been doing a tech startup without a tech background. But I’ve learned so much along the way and I’ve been able to surround myself with excellent people that can advise. 

What are your biggest achievements to date?

I think building our network of fertility experts that span everything from clinics and donor services to holistic practitioners in nutrition, acupuncture, and coaching for example. They’re a real differentiator when it comes to our offering and people can ask them questions and connect with them via the app. We’ve also been approached by Apple and featured in their ‘Hot Right Now’ picks in the App Store. Just recently we’ve been accepted into the inaugural cohort of FemTech Lab which connects us with a host of support, expertise, and network – we’re really excited to see where that takes us.

What are the projects you are currently working on?

We’re currently working towards an investment raise in June 2020. We were lucky to also be selected for the Virgin Startup x Crowdcube Accelerator, led by Holly Branson, which is helping us connect with investors as well as prepare for an equity crowdfunding campaign.

Is the #WomenInTech movement important to you and if yes, why? 

Hugely important, yes. 1 in 6 couples experience fertility issues, and 50% of those are not seeking medical or professional support. Tech can be a route to education and empowerment to make the right fertility choices for you. However, historically tech innovations have largely been funded by men and designed for men by men. This is why seatbelts were designed for the average male (not the average human), and iPhones fit more comfortably in a typical man-sized hand. It goes deeper than that too – with heart attacks misdiagnosed in women, and erectile dysfunction studies outnumbering PMS research by 5 to 1. This needs to be addressed in all areas, and Covid has only accentuated the gender gap. It’s more important than ever to fight for equality and inclusivity in all areas of innovation, tech, and funding. 

What will be the key trends in FemTech in the next five years and where do you see it heading?

Whilst there has been a recent surge in FemTech innovation, men are still leading on investment decisions, and astonishingly only 3% of VC money goes to all-female founders. Historically FemTech has been - and continues to be - a sorely underserved market.

But things are looking up. The conversation is opening up and bespoke solutions for women - from sexual wellness to fertility, pregnancy, and menopause - are now gaining attention. This can only be a good thing. The sooner investors wake up to the need - and opportunity - for FemTech solutions, the sooner founders like us can help more people.

Although regrettably there is a rise in fertility issues – due to lifestyle choices and cultural shifts – we’re also seeing some helpful trends converging that can support interventions such as Fertility Circle. The trend towards telehealth and virtual support has been hastened by the pandemic, and we’re seeing a big movement of people taking control of their own wellness, with a marriage of clinical and holistic approaches. I think this ‘mind and body’ approach is so important in areas such as fertility and it’s something we really embrace at Fertility Circle.

What is the most important piece of advice you could give to anyone who wants to start a career in this industry?

Don’t be afraid to start. As one of our co-founders, Jo, likes to say ‘perfection is the enemy of completion. As a recovering perfectionist, this is something I have to constantly remind myself about. The most important thing is to get your idea in front of real people, get feedback, test, and pivot. You’ll get valuable insights, build something that people really want, and grow so much quicker that way. Your starting point might simply be building a community on Instagram and testing ideas.

Who are three inspirational women in your respective industry you admire?

My co-founder Karen for starters. She has faced way more than her fair share of fertility challenges and has channeled all that pain into our app. It’s amazing to work with someone that gets it, and I feel fortunate we embarked on this together.

Dr. Jane Van Dis, OB-GYN and Medical Director at the Maven Clinic. She’s a brilliant doctor, women’s health advocate, an expert on equity in the workplace, and has worked on some really incredible and innovative projects. She’s one of the experts on the FemTech Lab Accelerator and we’re so looking forward to working with her.

Naava Carman of the Fertility Support Company also one of the Fertility Circle Resident Experts. I love her balanced, strategic approach to fertility (and I’ve been lucky enough to have her support through personal fertility struggles). Her knowledge of both the holistic and clinical aspects of fertility is incredible and she’s defining the standard of care for holistic fertility support in the UK.

Find out more about Fertility Circle on their website.

Follow them on Twitter, Facebook, and Instagram.

This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.