10024405Abi Hannah: A driven and relatable role-model, developing a real-world Budget Impact Model to demonstrate a 29% improvement in IVF successClosedCollaborative R&DInnovate UKThe Fertility Circle Group Ltd (Fertility Circle) is a UK FemTech SME co-founded by CEO, Abi Hannah. Abi launched Fertility Circle because of her own challenges trying to conceive; she knew there had to be a better way. Abi brings a background in healthcare management consulting, private equity, and a MA in medical ethics and law from King's College London. About 90% of individuals undergoing fertility treatments struggle with anxiety, depression, low self-esteem and stress. To combat this, Fertility Circle is developing a first-of-its-kind app delivering personalised psychosocial care to IVF patients. Fertility Circle is working with Imperial College Health Partners AHSN to evaluate real-world efficacy and build a robust impact evaluation and ROI model.