Billed as the world’s first virtual fertility clinic, London firm Apricity has announced its latest €6m funding round from AXA’s Kamet Ventures.

The firm combines medical and human care with new technologies including AI to increase chances of conception.

Founded in 2018 by Caroline Noublanche, its service helps prospective parents identify and connect with clinicians, and said reduces the psychological pressures of treatment through continuous, personalised advice and support.

“We are thrilled that for such a new company, we have seen such amazing support from AXA and Kamet Ventures,” said Noublanche.

“The fundraising will allow us to accelerate our go-to-market plans, especially with AXA, to better support and empower women and couples everywhere.

“The acquisition of Altrui is especially exciting for us. It gives us a great opportunity to realise our vision of becoming the number one route for accessing and using fertility services.”

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To further strengthen its proposition, the brand recently acquired Altrui, the UK leader in egg donation services, which brings nearly a decade of experience in supporting patients and working with the nation’s leading fertility clinics.

Investor Kamet Ventures has a portfolio including Air Doctor and Padoa in France, Fixter, Apricity and Birdie in the UK, and IBEX and Sataya Labs in Israel.

“Kamet’s investments in ‘femtech’ recognise that this is a critical area of healthcare, with huge scope for innovation,” added Stéphane Guinet, CEO of Kamet Ventures.

“Our work with Apricity is an important step in AXA’s broader strategy of making a positive difference to the lives of as many people as possible, all over the world.”