Fertility Treatment Access
#1- Visibility
- 100%
- Mentions
- 77
- Citations
- 115
Tracking overview
The retrieval layer is already working.
Across 100 tracked responses, Fertifa has a strong source footprint and repeated answer visibility. The risk is that citations are doing the heavy lifting while category preference remains contested.
Top cited domain#1fertifa.com leads the tracked source set.
Fertifa citations395More than Hertility, Carrot, Peppy and Maven.
Response mentions66Fertifa is repeatedly surfaced in model answers.
Citation rate67%With 5.9 citation density and 84% source conversion.
Menopause & Gynaecological Health
#2- Visibility
- 95%
- Mentions
- 65
- Citations
- 92
Specialist Healthcare Beyond PMI
#12- Visibility
- 75%
- Mentions
- 43
- Citations
- 60
Neuroinclusive Workplace Support
#8- Visibility
- 40%
- Mentions
- 13
- Citations
- 75
Top cited domains
| Domain | Citations | Mentions |
|---|---|---|
| fertifa.com | 395 | 66 |
| hertilityhealth.com | 247 | 25 |
| get-carrot.com | 178 | 37 |
| peppy.health | 163 | 46 |
| thanksben.com | 159 | 25 |
| mavenclinic.com | 131 | 32 |
Fan-out query pattern
The model is expanding the category into workplace neurodiversity, family-building and UK employer benefits queries.
UK workplace neurodiversity providers
UK employer family-building benefits
UK workplace fertility benefits
Neurodiversity workplace support UK
Citation does not equal preference. Fertifa is found often, but specialist providers still own important prompt frames.
Trends and probabilities
The memory layer is the opening.
Trends shows Fertifa can compete in category rankings. Probabilities shows the harder problem: when the model predicts likely provider names from memory, Fertifa does not appear in the tested Gemma 4 answer sets.
Fertility benefits are winnable.
Fertifa is currently #1 for Fertility Benefits Providers, ahead of Peppy, Carrot, Maven and Apricity.
But the chart is compressed and volatile enough to be taken or lost.
Reproductive health is not owned.
Fertifa is #2 for Reproductive Health Benefits Providers, but Peppy is still the more stable remembered leader.
This is the master category, not just a service page.
Menopause exposes the gap.
Tracking makes menopause look strong at 95% visibility, but Trends puts Peppy #1, Stella #2 and Fertifa #3.
Strong retrieval, weaker preference.
Trend prompt snapshots
1Fertility Benefits ProvidersFertifa #1
2Reproductive Health Benefits ProvidersPeppy #1, Fertifa #2
3Menopause Benefits ProvidersPeppy #1, Stella #2, Fertifa #3
4Neurodiversity Benefits ProvidersFertifa absent
Gemma 4 probabilities: Fertifa not present
The contradiction is the sales moment: Fertifa wins or ranks strongly in visible retrieval layers, but is absent from the default predicted provider set.
Fertility Benefits ProvidersNot present
Reproductive Health Benefits ProviderNot present
Neurodiversity provider promptsNot present
Organisation context
Fertifa has the breadth to own the category.
Fertifa is a UK-based reproductive health and neurodiversity benefits provider for employers, selling into HR, People, Reward, Benefits and DEI teams with clinically-led support and an employer-funded model.
Quick facts
| HQ | London, United Kingdom |
|---|---|
| Category | Reproductive health benefits, workplace healthcare benefits, neurodiversity benefits |
| Core buyer | HR, People, Reward, Benefits and DEI leaders |
| Positioning | Europe's most comprehensive reproductive health and neurodiversity benefits provider |
| Funding | £5m seed round announced in 2023, led by Notion Capital and Triple Point Ventures |
| Current contact | Roxanne Alexander, inbound lead |
Commercial proof
Fertifa combines clinical consultations, app-based support, education, testing, diagnostics, claims management, reimbursements, financing and access to partner clinics.
Monzo
Meta
Bain Capital
Virgin
lululemon
ClearScore
Osborne Clarke
Rothesay
Balderton
The growth story is a move from fertility benefits provider to inclusive specialist healthcare benefits platform.
Fertility benefits
A strong starting point in fertility and reproductive healthcare benefits for employers.
Reproductive health
Broader coverage across menopause, women's health, men's health, maternity, family-forming and gender identity.
Specialist healthcare
Reproductive health and neurodiversity benefits for employers, with AI memory still catching up.
Product areas
Fertility
Menopause
Family-forming
Women's Health
Men's Health
Neurodiversity
Maternity
Gender Identity
App and clinical support
Reimbursements and financing
Competitive set
Fertifa's competitors change by journey: Carrot, Peppy, Maven, Hertility and Apryl in fertility and family-forming; Peppy, Stella, Bupa, Hertility and Syrona in menopause; Lexxic, Cognassist and Genius Within in neurodiversity; Healix, Unmind, Manual, Bupa and AXA in broader specialist healthcare.
geoSurge pitch
Move Fertifa from cited source to default answer.
The platform setup should centre Fertifa as the default employer reproductive health benefits provider, while separately measuring whether AI systems connect the brand to fertility, menopause, family-forming, neurodiversity and specialist healthcare benefits.
Own the master category
Make "reproductive health benefits provider" resolve to Fertifa, not only Peppy or generic provider lists.
Convert citations into preference
Use Fertifa's strong source layer to create sharper answer-level positioning and comparison signals.
Defend exact-fit wins
Fertility benefits is already winnable, but Peppy, Carrot and Maven keep the ranking contested.
Bridge adjacent categories
Train the market memory around menopause, neurodiversity, family-forming and specialist healthcare beyond PMI.
Close line
Fertifa is visible enough to win. The next job is making AI systems treat Fertifa as the obvious provider, not just a useful source.