ABOUT US
ABOUT US
Fertility uncertainty isn't something women should simply learn to live with.
Fertility uncertainty isn't something women should simply learn to live with.
OUR VISION
OUR VISION
Our vision
Our vision
A world where no woman loses time, confidence or choices because her fertility health went ununderstood.
Where earlier insight leads to better outcomes, and every woman feels informed, prepared, and in control of her reproductive future.
A world where no woman loses time, confidence or choices because her fertility health went ununderstood.
Where earlier insight leads to better outcomes, and every woman feels informed, prepared, and in control of her reproductive future.
OUR VISION
OUR VISION
Why we exist
Why we exist
Fertility uncertainty isn't something women should simply learn to live with until they're deep enough into the healthcare system to deserve answers.
We believe women deserve earlier understanding, clearer guidance and compassionate support from the very beginning of their journey, whether they're planning ahead, trying to conceive or searching for answers.
Fertility uncertainty isn't something women should simply learn to live with until they're deep enough into the healthcare system to deserve answers.
We believe women deserve earlier understanding, clearer guidance and compassionate support from the very beginning of their journey, whether they're planning ahead, trying to conceive or searching for answers.
A NOTE FROM OUR FOUNDER
A NOTE FROM OUR FOUNDER
Hi, I'm Phoebe.
Like many women, I grew up believing that getting pregnant would happen easily when the time was right.
We spend years being told ‘’to be careful’’, yet very little time learning how our fertility actually works. When my husband and I started trying for a family, I entered a world I knew almost nothing about. It was news to me that we have a small fertile window each month and there were hormones other than estrogen that play a role in our reproductive health. I thought painful periods were just something women had to put up with.
What followed were two years of investigations, years of symptoms that were never properly joined up, a diagnosis of endometriosis after more than 15 years of living with it, and ultimately IVF to start our family.
Sadly, my story isn't unusual and many women have had it even harder than I have. My experience, however, lit a fire in me to help lift the mental and emotional load that can come when trying to conceive by helping women understand what's happening in their bodies, know when something may be worth exploring and feel confident advocating for themselves long before they reach a fertility clinic.
We spend years being told ‘’to be careful’’, yet very little time learning how our fertility actually works. When my husband and I started trying for a family, I entered a world I knew almost nothing about. It was news to me that we have a small fertile window each month and there were hormones other than estrogen that play a role in our reproductive health. I thought painful periods were just something women had to put up with.
What followed were two years of investigations, years of symptoms that were never properly joined up, a diagnosis of endometriosis after more than 15 years of living with it, and ultimately IVF to start our family.
Sadly, my story isn't unusual and many women have had it even harder than I have. My experience, however, lit a fire in me to help lift the mental and emotional load that can come when trying to conceive by helping women understand what's happening in their bodies, know when something may be worth exploring and feel confident advocating for themselves long before they reach a fertility clinic.
That's why I created Josie, named after the first midwife we met during our IVF preparation. We still remember her because of how she made us feel. She never made us feel ignorant, never dismissed our questions and always took the time to listen. She turned our uncertainty into reassurance and that's exactly how I hope every woman feels when they use Josie.
Not to replace doctors or fertility specialists, but to help women make sense of everything in between. To connect the dots across symptoms, tests and health history, so every woman feels more informed, more prepared and less alone throughout her journey.
That's why I created Josie, named after the first midwife we met during our IVF preparation. We still remember her because of how she made us feel. She never made us feel ignorant, never dismissed our questions and always took the time to listen. She turned our uncertainty into reassurance and that's exactly how I hope every woman feels when they use Josie.
Not to replace doctors or fertility specialists, but to help women make sense of everything in between. To connect the dots across symptoms, tests and health history, so every woman feels more informed, more prepared and less alone throughout her journey.
If Josie can help even one woman avoid the confusion, delays and uncertainty I experienced, then we've started to change the story.
OUR MISSION
OUR MISSION
What guides
everything we do
Everything we build is shaped by the realities women tell us they face.
The unanswered questions. The dismissed symptoms. The long waits. The feeling that you're expected to become your own fertility detective.
Our mission is to make that journey feel clearer, more connected and more empowering.
Everything we build is shaped by the realities women tell us they face.
The unanswered questions. The dismissed symptoms. The long waits. The feeling that you're expected to become your own fertility detective.
Our mission is to make that journey feel clearer, more connected and more empowering.
Clarity
Clarity
Helping you understand what's happening and what to focus on next.
Helping you understand what's happening and what to focus on next.
Control
Control
Giving you the knowledge to make informed decisions and advocate for yourself with confidence.
Giving you the knowledge to make informed decisions and advocate for yourself with confidence.
Continuity
Continuity
Keeping your symptoms, results and next steps connected over time, instead of scattered across different places.
Keeping your symptoms, results and next steps connected over time, instead of scattered across different places.
Compassion
Compassion
Helping you feel supported, heard and less alone throughout your fertility journey.
Helping you feel supported, heard and less alone throughout your fertility journey.
INFORMED BY EXPERTS
INFORMED BY EXPERTS
In partnership with
fertility experts
In partnership with
fertility experts
Dr. Ashlesha Patwardhan
Medical Doctor · Reproductive Health Consultant
Medical Doctor · Reproductive Health Consultant
I'm a medical doctor with dual master's-level training in Reproductive Science and Women's Health (UCL) and Reproductive and Developmental Medicine (University of Sheffield).
My background spans clinical practice, public health research, and product advisory — from IVF clinics to a national research body to FemTech platforms shaping the next generation of women's health tools. Each role has sharpened the same instinct: pairing scientific rigour with real-world relevance.
I'm particularly drawn to the space between "normal" and "pathological" — where complaints get minimised, signs get missed, or good evidence never quite makes it into the room with the patient.
I'm a medical doctor with dual master's-level training in Reproductive Science and Women's Health (UCL) and Reproductive and Developmental Medicine (University of Sheffield).
My background spans clinical practice, public health research, and product advisory — from IVF clinics to a national research body to FemTech platforms shaping the next generation of women's health tools. Each role has sharpened the same instinct: pairing scientific rigour with real-world relevance.
I'm particularly drawn to the space between "normal" and "pathological" — where complaints get minimised, signs get missed, or good evidence never quite makes it into the room with the patient.
