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Woom gets acquired by Apricity to build the first virtual fertility clinic

co-founders of WOOM
Image credit: Clelia Morales and Laurence Fontinoy, co-founders of WOOM
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WOOM, the Madrid-based AI fertility app with a Bulgarian engineering team, has been acquired by Apricity, the world’s first virtual fertility clinic. The deal aims to realize Apricity’s ambition to become a digital one-stop-shop for fertility. The combined technology of the two companies would provide people who struggle to conceive with a proactive, rather than reactive treatment. 

The acquisition is of an undisclosed amount and follows the expansion of Apricity to the three largest markets in Europe – the UK, France, and Spain, as well as the increase in the patient conception success rates to 46%. 

By integrating WOOM’s technology, Apricity will provide tech solutions for the entire fertility pathway: from conception guidance and tracking, to treatment and throughout all the stages of pregnancy. The virtual clinic company will focus on four key areas of acceleration including improved lead generation, geographical expansion, increased user engagement, and AI optimization.

“We are extremely excited about this acquisition and consider it highly synergistic. The combined entity will now be able to cover all stages of a patient’s journey starting with user engagement and pre-assessment, through virtual assistance from a dedicated medical team, including home tests and scans, to the final fertilization step at a number of partner clinics. The company will now cover a €3B market of close to half a million fertility treatments on annual basis in the UK, Spain, and France. BrightCap has made an additional investment in the company to support its faster expansion. Apricity will keep and look to further expand the Bulgarian tech team,” Elina Halatcheva, Managing Partner at BrightCap Ventures, investor at WOOM, comments. 

“Around 50% of our users are struggling to conceive and for us, it made sense to help them overcome these obstacles by providing them with a solution like that of Apricity. Our engineering team will remain located in Sofia and we will keep our local tech hub. The developers will continue working on the technical roadmap of WOOM while creating synergies with the rest of the team of Apricity,” Clelia Morales, co-founder of WOOM, shares for The Recursive. 

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What led to the deal?

Founded in 2015, in Madrid, Spain, by Clelia Morales and Laurence Fontinoy, WOOM has developed an AI personalized period tracker app that serves around 1.8M users internationally. The app has registered 156K pregnancies and has gathered one of the most substantial databases on women’s fertility cycles. Last year, WOOM closed а €2M investment in a round, led by the Bulgarian BrightCap Ventures. WOOM has been part of many renowned accelerator programs including Google for Startups in Madrid, SeedRocket, Google Campus Residency, and TheVentureCity. Their team of 7 people is connected to the Bulgarian ecosystem, as all of their tech talents are situated in Sofia.

Apricity, which is founded in London and Paris in 2018 by femtech entrepreneur Caroline Noublanche and fertility expert Andrew Berkley, has raised around €8.8M up to date. The company combines scientific expertise, data, and technology to optimize the traditional clinic model. 

“Under Clelia Morales and Laurence Fontinoy’s incredible leadership and vision, Woom has become a reference for millions of women trying to conceive in Spain and Latin America. I am thrilled to have Woom join the Apricity family as we continue our European geographical expansion, offering truly personalized fertility care using the very best in data and digital to women and couples that are having difficulty with conception. The Woom app will also help Apricity deliver its promise of less stress and more success to people who are not eligible, or not yet ready for treatment,” Caroline Noublanche, Apricity Co-Founder and CEO, says in a press release.

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Elena is an Innovation Reporter at The Recursive, an online media dedicated to the emerging tech and startup ecosystems in Southeast Europe. She is keen on sharing the innovation stories that shape the regional ecosystem and has a great interest in fintech, IoT, and biotech startups. Elena is currently finishing her Bachelor's Degree in Business Administration and Political Science at the American University in Bulgaria.