Tilly

Idea

Introduction

At Tilly we're on a mission to decrease time to pregnancy and to reduce unnecessary stress among fertility patients.

Our app provides support across all the multiple pain points, physical and mental, that a fertility journey entails. It uses AI to personalise recommendations and programmes because there is no such thing as “one model fits all”.

We (the founders) created Tilly based on our own challenging fertility journies and insights from our engaged community. Since launch, we've seen a consistent monthly user growth of 50% (on avg.).

Backed by leading investors, Tilly wants to reduce the guesswork and confusion on a journey that most of us embark on at some point. Each year an estimated number of 200M couples try to conceive. 1 in 6 needs medical help. And 75% seek help later than optimal. In addition, the psychological effects of fertility struggles are often neglected although 76% report anxiety and 52% report depression.

Tilly is here to change this!

Substantial accomplishments to date

• Consistent user growth with 50% avg. month-to-month growth since launch last year

• High user rating - average AppStore rating 4.6/5

• Users in over with 100 countries feeding the app with data

• Featured in the Independent (UK), Talk TV with Petrie Hoskens (UK), on the front cover of one of Sweden's largest National Newspapers (Dagens Nyheter), as well as many more.

• Highlighted as one of 15 "under-the-radar fertility startups" to watch in Sifted earlier this year

• Founder team with years of combined experience in building and scaling educational digital solutions and creating brand awareness - and with own experience of fertility struggles

• A team with strong experience in AI and data prediction, fertility medicine, psychology, educational tech and marketing

• Backed by investors with experience from Natural Cycles, Vitrolife (one of the leading providers of IVF equipment) and Clue. Other investors include Antler, a leading early stage investor, and Propel Capital, Sweden's largest early constitutional investor

Monetisation strategy

Tilly's end-user monetization strategy (B2C) is built on both freemium subscriptions and one-off sales of a range of customized programmes and courses.

We offer different subscription options, ranging from monthly to annual offerings at price points of approximately £7.49 per month to £46.99 per year. And courses will range from £79 - £199.

Tilly also targets fertility clinics (B2B) looking to improve patient experience and facilitate stress reduction.

Fertility patients show a high willingness to pay - a single IVF treatment can cost up to 14 000 USD and the average patient needs three rounds. Tilly's research also shows that fertility patients spend on average $140 per month on additional services such as supplements and fertility yoga.

The fertility service market is projected to grow from $26 Billion in 2021 to $36 Billion by 2028 so we're targeting a growing market.

Use of proceeds

With your support we’ll be putting this round of investment to work in three key areas:

• Product: Launch of evidence-based programmes optimizing physical and mental health fall 2022

• Sales and marketing: Taking the next step in growing our user base - with a specific focus on the UK

• Team and operations: Continuing to build a best-in-class team, including recruitments in marketing, operations and product

It’s a really exciting time at Tilly and we’d love for you to join us in our mission of making every fertility journey easier to navigate!

Anna & Jenny Ann, Tilly's founders