UK – The world’s first IVF insurance business, Gaia, has had a rebranding courtesy of London-based branding agency Ragged Edge. Its new look presents a more inclusive and accessible view of IVF – and more agency over individual fertility.
Gaia offers personalised finance based on calculations of the number of IVF rounds a person might need. Members pay an initial insurance premium; those that do not leave hospital with a child pay no more than that, while those who do pay back the cost of treatment in instalments.
The rebranding is designed to reset traditional perceptions of IVF from exclusive to inclusive, giving families of all types and varying resources agency over their own fertility.
‘I know from personal experience how alienating, painful and confusing the IVF journey can be. Gaia is here to create a radical change in society and… create a brand that could lead this new consumer category,’ says founder Nader AlSalim of the rebranding. ‘What [Ragged Edge] created is bold and unflinching, without ever compromising on empathy for the people we serve at an uncertain time in their lives.’
The fertility market is an evolving sector and Gaia joins brands such as The New Hope Fertility Center in New York in striving to humanise the fertility sector.
As the traditional family unit is re-assessed, those brands that address evolving dynamics and diverse family needs with empathy and inclusivity will be well positioned for success.