Aura Fertility
Building a FemTech platform from Concept to Acquisition
Client Context
Aura Fertility is a UK-based FemTech startup focused on improving the IVF experience through evidence-based emotional and fertility wellbeing support. The platform serves both patients (B2C) and fertility clinics (B2B), requiring complex coordination across user groups, clinical standards, and regulatory requirements.
The Challenge
When I joined as Chief Product Officer, Aura had a compelling vision but lacked:
Structured product delivery from concept to launch
Deep understanding of user needs across patients and clinic staff
Clear strategy for regulatory compliance (NHS DTAC, health data protection, clinical safety)
Operational frameworks to coordinate design, engineering, content, and clinical teams
Roadmap balancing B2B clinic requirements with B2C patient experience
My Approach
Over 2.5 years, I owned end-to-end product strategy and delivery:
User research foundation: Conducted extensive research with IVF patients and clinic staff to ground all product decisions in real needs
Product development: Oversaw design and development of mobile app and clinic web platform, coordinating cross-functional teams
Regulatory navigation: Guided compliance process, achieving NHS DTAC certification covering clinical safety, data protection, and technical security
Operational systems: Built OKRs, delivery processes, and team rhythms enabling consistent progress
Team leadership: Recruited and managed freelance and agency teams across design, engineering, and content
Outcomes & Impact
Launched B2B2C mobile app achieving 8.6 NPS score, demonstrating strong user satisfaction
Recognised by Fertility Care Awards and supported by Innovate UK
Proven measurable impact on patient wellbeing and IVF treatment outcomes
Acquired by IBSA UK, validating platform's clinical and business value
Built scalable product foundation enabling company growth and successful exit
“Raquel joined Aura at a very early stage and helped us turn an idea into a fully functional, patient-centred product. She brought structure and clarity when we needed it most, led all the research and product work, and kept patient needs front and centre while navigating a complex, regulated environment. Her ownership and guidance were instrumental in building the product and laying the foundations that ultimately led to Aura’s successful acquisition.”
— Jo Living, Aura Fertility Co-Founder
